Question 1

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

Accepted Answer

A) True 
 B)False

Question 2

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

Accepted Answer

A)   phishing site
B)   online forum
C)   Web blog
D)   community Web site
E)   marketing Web site

Question 3

Printed catalogs hold very little importance to marketers in the digital era.

Accepted Answer

A) True 
 B)False

Question 4

Which aspect of niche online social networks makes the medium most appealing to marketers?

Accepted Answer

A)   They help marketers target the best undifferentiated market segment.
B)   They are used by a majority of Internet users in the United States and overseas.
C)   They cater to the needs of small communities of like-minded people.
D)   They guide organizations on how to set up social media networks.
E)   They allow marketers to control the conversations on the network.

Question 5

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Accepted Answer

A)   calls by nonprofit groups
B)   business-to-business telemarketing
C)   unsolicited outbound telemarketing by businesses
D)   inbound telephone marketing
E)   "opt-in" calling systems

Question 6

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Accepted Answer

Invasion of privacy is perhaps the tough...

Question 7

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

Accepted Answer

A)   Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.
B)   Sharie's boutique issues mobile coupons to existing customers.
C)   Java Lava sends a special e-mail to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary.
D)   Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.
E)   The Music Store launches an app that plays 10 seconds of a new song every time users access it.

Question 8

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

Accepted Answer

A)   Viral advertisements
B)   Social media sites
C)   Online display ads
D)   Digital catalogs
E)   Printed catalogs

Question 9

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Accepted Answer

A)   Undifferentiated and differentiated
B)   Mass and targeted
C)   Direct and digital
D)   Internal and external
E)   Standardized and customized

Question 10

Which of the following is most likely true about the digital age with regards to marketing?

Accepted Answer

A)   The number of businesses connecting people over digital networks is in decline.
B)   Digital networks allow marketers many ways to build customer relationships.
C)   The Internet has had little impact on the ways consumers purchase products.
D)   Most firms are shifting back to traditional marketing forms to build customer value.
E)   Online-only marketing is more commonly used by firms than multichannel marketing.

Question 11

As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." These alerting systems can be programmed to meet individual specifications, have special child lock features, and require the thumb impression of the home-owner(s)for a visitor to be allowed inside the house. The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Can the use of e-mail marketing by Secure services be justified for its current marketing effort? Why or why not?

Accepted Answer

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

Question 12

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.

Accepted Answer

A)   virtual world
B)   interactive TV
C)   direct-response TV
D)   podcast
E)   e-catalog

Question 13

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising.

Accepted Answer

A) True 
 B)False

Question 14

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Accepted Answer

A)   use traditional direct marketing forms
B)   adopt direct-mail marketing
C)   use omni-channel retailing
D)   develop retail transaction sites
E)   expand their outside sales forces

Question 15

Which of the following is most likely an advantage of social media marketing?

Accepted Answer

A)   Social media are targeted and personal.
B)   Social media campaign results are easily measured.
C)   Social networks are largely marketer controlled.
D)   Social media allow marketers to engage in multichannel sales.
E)   Social media campaigns are simply implemented and rarely backfire.

Question 16

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.

Accepted Answer

A)   branded community Web site
B)   promotional Web site
C)   interactive Web site
D)   e-tailing Web site
E)   direct marketing Web site

Question 17

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.

Accepted Answer

A)   corporate intranet
B)   online video
C)   viral blog
D)   media portal
E)   digital kiosk

Question 18

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

Accepted Answer

A) True 
 B)False

Question 19

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.

Accepted Answer

A)   online display advertisement
B)   contextual advertisement
C)   infomercial
D)   phishing scam
E)   advertorial

Question 20

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.

Accepted Answer

A)   virtual world
B)   interactive TV
C)   direct-response TV
D)   podcast
E)   e-catalog

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Printed catalogs hold very little importance to marketers in the digital era.

Correct Answer
verified

Correct Answer
verified
(Students' answers may vary. The answer ...
View Answer

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.

Correct Answer
verified

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Correct Answer
verified

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.

Correct Answer
verified

Which of the following is most likely an advantage of social media marketing?

Correct Answer
verified

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.

Correct Answer
verified

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Correct Answer
verified

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.

Correct Answer
verified

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

Correct Answer
verified

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

Correct Answer
verified

Which of the following is most likely true about the digital age with regards to marketing?

Correct Answer
verified

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

Correct Answer
verified

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.

Correct Answer
verified

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

Correct Answer
verified

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

Correct Answer
verified

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Correct Answer
verified
Invasion of privacy is perhaps the tough...
View Answer

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Correct Answer
verified

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising.

Correct Answer
verified

Which aspect of niche online social networks makes the medium most appealing to marketers?

Correct Answer
verified

Exam 14: Direct, Online, Social Media, and Mobile Marketing

Printed catalogs hold very little importance to marketers in the digital era.

Correct AnswerverifiedShow Answer

Correct Answerverified(Students' answers may vary. The answer ...View AnswerShow Answer

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.

Correct AnswerverifiedShow Answer

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Correct AnswerverifiedShow Answer

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.

Correct AnswerverifiedShow Answer

Which of the following is most likely an advantage of social media marketing?

Correct AnswerverifiedShow Answer

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.

Correct AnswerverifiedShow Answer

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Correct AnswerverifiedShow Answer

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.

Correct AnswerverifiedShow Answer

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

Correct AnswerverifiedShow Answer

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

Correct AnswerverifiedShow Answer

Which of the following is most likely true about the digital age with regards to marketing?

Correct AnswerverifiedShow Answer

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

Correct AnswerverifiedShow Answer

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.

Correct AnswerverifiedShow Answer

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

Correct AnswerverifiedShow Answer

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

Correct AnswerverifiedShow Answer

Internet marketing practices have raised a number of ethical and legal questions. Why is invasion of privacy perhaps the number-one online marketing concern?

Correct AnswerverifiedInvasion of privacy is perhaps the tough...View AnswerShow Answer

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

Correct AnswerverifiedShow Answer

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising.

Correct AnswerverifiedShow Answer

Which aspect of niche online social networks makes the medium most appealing to marketers?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
verified
(Students' answers may vary. The answer ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Invasion of privacy is perhaps the tough...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified