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Refer to the scenario below to answer the following question(s) . The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has served as the local representative of several musical instrument manufacturers, providing a contact person for three local schools. He sends a sample of a manufacturer's products to schools that request a demonstration or presentation. "If we don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers. Most walk-ins are particularly interested in a specific piece of sheet music from a particular era or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of his time making presentations to beginners at the local schools and making biweekly visits to the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the manufacturer for more complicated repairs. After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could benefit a variety of customers. He began with a simple Web site that provided information about the store and the types of gifts and services available. The site received so much response that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to accept credit card orders, and gifts can even be wrapped and shipped for no extra charge. "This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -In addition to sending samples of sheet music to schools, Gary sends school music directors messages with links to sample digital clips of the compositions. What kind of marketing is this?


A) e-mail marketing
B) viral marketing
C) kiosk marketing
D) mobile marketing
E) catalog marketing

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________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.


A) Telemarketing
B) Multichannel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing

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Digital catalogs offer all of the following benefits EXCEPT ________.


A) presenting an almost unlimited amount of merchandise
B) offering a broad assortment of presentation formats, including search and video
C) adding and removing products as needed
D) adjusting prices instantly to meet demand
E) touching the product

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Explain integrated social media marketing.

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Companies that use social media successf...

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

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For customers, direct marketing is conve...

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While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?


A) telemarketing
B) viral marketing
C) direct response television marketing
D) contextual advertising
E) permission-based e-mail marketing

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Which of the following is a disadvantage of using blogs as a marketing tool?


A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in web directories and search engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are looking for.

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Provide an example of how a marketer uses kiosk marketing.

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Students' answers will vary. M...

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Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.

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How has the implementation of the National Do Not Call Registry changed telephone marketing?

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The National Do Not Call Registry was cr...

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Neal Murphy sells his company's unique products on television programs. He hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?


A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing

Correct Answer

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Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?


A) using flashy graphics, bright colors and vivid pictures
B) aggressively promoting the site in offline print and broadcast advertising
C) offering prizes for visiting the site
D) providing rewards for visitors connecting their friends to the site
E) requiring registration on the first visit to the site

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Which of the following is a reason a consumer would follow a company's blog?


A) The blog offers fresh insights or new ideas about the company or products.
B) The blog provides the consumer with familiar information.
C) The blog allows consumers to communicate with each other.
D) A well-followed blog gives the company influence in the marketplace.
E) Consumers know that companies want them to follow the blog postings.

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Why is the use of direct-response television growing in popularity?

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Direct-response television (DRTV) market...

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Which kind of social media networks are smaller communities likely to join or create?


A) blog
B) niche
C) Internet
D) video
E) commercial

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You receive a text message on your phone from Upscale Furnishings about an upcoming sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with you through kiosk marketing.

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Interactive TV (iTV) lets viewers interact with television programming and advertising.

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Geller Insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?


A) catalog marketing
B) kiosk marketing
C) direct-response television marketing
D) telemarketing
E) direct-mail marketing

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Provide two reasons why companies are shifting more of their marketing dollars to online advertising.

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As consumers spend more and more time on...

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Which of the following is an advantage of a well-designed and targeted telemarketing plan?


A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks

Correct Answer

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