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Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?


A) direct mail
B) infomercial
C) printed catalogue
D) branded community Web site
E) marketing Web site

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E

Explain the major benefits of direct and digital marketing for both customers and sellers.

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For buyers, direct and digital marketing are convenient, easy, and private. They give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of products and buying information. For example, on its Web site and mobile app, Amazon.com offers more information than most of us can digest, ranging from top-10 product lists, extensive product descriptions, and expert and user product reviews to recommendations based on customers' previous purchases. Through direct marketing, buyers can interact with sellers by phone or on the seller's Web site or app to create exactly the configuration of information, products, or services they want and then order them on the spot. Finally, for consumers who want it, digital marketing through online, mobile, and social media provides a sense of brand engagement and community - a place to share brand information and experiences with other brand fans. For sellers, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets. Today's direct marketers can target small groups or individual customers. Because of the one-to-one nature of direct marketing, companies can interact with customers by phone or online, learn more about their needs, and personalize products and services to specific customer tastes. In turn, customers can ask questions and volunteer feedback. Direct and digital marketing also offer sellers greater flexibility. They let marketers make ongoing adjustments to prices and programs, or make immediate, timely, and personal announcements and offers. Especially in today's digital environment, direct marketing is a powerful tool for moving customers through the buying process and for building customer engagement, community, and relationships. The new direct marketing tools provide rich opportunities for building close, personalized, interactive customer relationships.

Which of the following is most likely true about direct and digital marketing?


A) They make it increasingly difficult for sellers to adjust their prices.
B) They provide sellers a high-cost alternative for reaching their markets.
C) They have become less dependent on social media and the Internet.
D) They provide buyers with anytime, anywhere access to products.
E) They reduce the number of interaction options between buyers and sellers.

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D

Direct marketing has undergone a dramatic transformation due to rapid advances in digital technologies.

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Nellie Wills, an emergency medicine professional, is getting married in six months. Since her job is very demanding, Nellie lacks the time to go shopping for all the products and services she requires for the wedding. However, Nellie is a careful shopper and likes to evaluate many alternatives before finalizing a purchase. Explain at least one direct marketing method that may meet the specific needs of Nellie.

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(Students' answers may vary. The answer ...

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Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

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Blogs are online forums where people post their thoughts and other content, usually on a narrowly defined topic.

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Direct marketing is characterized by narrowly defined segments or individual buyers.

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Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario.


A) direct-mail marketing
B) mass marketing
C) telephone marketing
D) digital marketing
E) kiosk marketing

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Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was fraudulent. This is an example of ________.


A) cold calling
B) phishing
C) crowdsourcing
D) data mining
E) viral marketing

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Which of the following is most likely a consequence of permission-based e-mail marketing?


A) higher return rates
B) excessive spamming
C) increased consumer frustration
D) lower consumer response rates
E) reduced consumer interaction

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Mobile ads rarely create substantial customer engagement and impact.

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Which of the following is a disadvantage of using social media for marketing?


A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.

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Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

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How has the Internet most likely affected direct and digital marketing?


A) The time taken by marketers to reach customer segments has increased.
B) The role of technology has become less intense.
C) The expenditures on direct and digital marketing have increased.
D) The growth of digital sales has seen a significant downturn.
E) The number of mass marketing forms has expanded.

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Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use?


A) direct e-mail
B) a catalog
C) a search engine
D) a spambot
E) a blog

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What is telemarketing?


A) It is the process of promoting products through 30-minute-long infomercials.
B) It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
C) It is the process of marketing products and services using direct-response television advertising.
D) It is a marketing system where product information is provided through unmanned ordering machines.
E) It is the process of selling products through affiliate networks and social media sites.

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Which of the following is a traditional direct marketing tool?


A) catalog
B) e-mail
C) blog
D) online advertisement
E) Web site

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Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA) ?


A) It forbids all DMA members from spending excessively on digital advertising.
B) It requires all DMA members to notify customers when any personal information is rented, sold, or exchanged with others.
C) It recommends that DMA members help each other by sharing customer psychographic data.
D) It forbids DMA members from sending e-mail, mail, or phone offers to any customer.
E) It encourages DMA members to create more digital content that is tailored for children under age 13.

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The blogosphere is cluttered and difficult to control.

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