Marketing Final Ch 14

Front 1

How does direct marketing differfrom mass marketing?

a) Mass marketing is used to sell more products

b) Direct marketing is more expensive to conductthan mass marketing

c) Mass marketing is product based and direct marketing is finance based.

d) Direct marketing relies on one-on-one interaction while mass marketingtargets large groups.

e) Mass marketing starts with suppliers and direct marketing starts withdistributors.

Back 1

Direct marketing relies on one-on-one interaction while mass marketingtargets large groups.

Front 2

Joanne’s House of Style is aclothing store that caters to high end customers. Lately, the store has hadtrouble reigning in its advertising budget. The worse part of it all is thatthe large monetary outlay for advertising has not had any effect on sales.Which of the following would be the best move for Joanne’s House of Style?

a) Run a mass marketing campaign

b) Change products and target a different market

c) Raise its advertising budget

d) Switch to direct marketing techniques

e) Sell its products at lower cost

Back 2

Switch to direct marketing techniques

Front 3

Which of the following is NOT areason that a company would choose to use direct marketing strategies?

a) it is easier for consumers to access information

b) it is a cost effective way to do business

c) it is easier to target customers with advertising

d) it makes building customer relationships easier

e) it requires less effort from marketers

Back 3

it requires less effort from marketers

Front 4

Which of the following is acommon factor in all forms of direct marketing?

a) the method of contact with customers

b) the frequency of contact with customers

c) the ease of contact with customers

d) the price of contact with customers

e) the likelihood of contact with customers

Back 4

the ease of contact with customers

Front 5

Selenium Inc. is a multi-platform retailer basedin the United States that does most of its business through direct-mailmarketing. The company sells approximately 800 products including statues,die-cast vehicles, T-shirts, posters and lithographs, plush toys, and householddecorative items. Selenium management is exploring ways of improving its directmarketing mechanism.Which of the following, if true, would most strengthen the argument forcontinuing direct-mail marketing?

a) Direct-mail marketing accounts for 34 percent of all U.S. direct marketingspending.

b) Direct-mail marketing has proven to be successful for promoting certainproduct types, such as cosmetics and designer apparel.

c) The growth of direct-mail marketing has been explosive with customers beingflooded with such material.

d) Telephone marketing, another form of direct marketing, is becoming harderto implement because of strict regulations.

e) The consumers direct-mail marketing reaches are much better prospectscompared to those reached by advertising.

Back 5

The consumers direct-mail marketing reaches are much better prospectscompared to those reached by advertising.

Front 6

Which of the following marketingmethods involves sending an item directly to a person?

a) direct mail marketing

b) kiosk marketing

c) telemarketing

d) direct response television marketing

e) online marketing

Back 6

direct mail marketing

Front 7

Better Batteries are sold by acompany that specializes in low cost energy sources. In order to advertise itsproduct, the company has invested in making several advertising programsdesigned specifically to highlight the functionality of Better Batteries. Whichof the following is the company using?

a) infomercials

b) iTV marketing

c) direct response television advertising

d) kiosk marketing

e) telemarketing

Back 7

infomercials

Front 8

Which of the following onlinemarketing domains has been given the most attention by the popular press?

a) click-and-mortar

b) business-to-consumer

c) click-only

d) consumer-to-business

e) business-to-business

Back 8

business-to-consumer

Front 9

Vicky’s Vivacious Curves is aclothing store that wants to reach out to an increasingly online market.Consequently, “Vicky”, the avatar of the company, has created an online journalin which she talks about the company’s products, announces sales andpromotions, and answers “concerned shopper” questions. Which of the followingis Vicky’s Vivacious Curves making use of?

a) spam

b) online social networks

c) blogs

d) online advertising

e) mobile marketing

Back 9

blogs

Front 10

Why is online marketing sosuccessful in today’s society?

a) online marketing is cheaper

b) online marketing requires minimal financial investment

c) consumers spend a lot of time online

d) consumers are unimpressed with traditional marketing strategies

e) consumers are more likely to respond to an online ad

Back 10

consumers spend a lot of time online

Front 11

Which of the following allowsmarketers to send highly targeted, tightly personalized, relationship-buildingmessages?

a) e-mail marketing

b) viral marketing

c) kiosk marketing

d) direct mail marketing

e) online marketing

Back 11

e-mail marketing

Front 12

Reba’s Fried Chicken does notwant to sell its products online, but wants to create an online presence toallow customers to give feedback, suggestions, and critiques on its products.It also wants to allow customers to find more information about its productswithout having to come into its stores. Which of the following should Reba’sFried Chicken create?

a) an e-mail marketing campaign

b) a marketing website

c) a blog

d) a facebook page

e) a corporate website

Back 12

a corporate website

Front 13

Selenium Inc. is a multi-platformretailer based in the United States that does most of its business throughdirect-mail marketing. The company sells approximately 800 products includingstatues, die-cast vehicles, T-shirts, posters and lithographs, plush toys, andhousehold decorative items. Selenium management is exploring ways of improvingits direct marketing mechanism.One manager argues that Selenium’s image will suffer if customers receive toomany e-mails about its different services and offerings. Which of thefollowing, if true, is the most effective counterargument?

a) Customers can use a menu of e-mail selections to opt into receiving onlycommunications marketing products they are interested in.

b) The low cost of e-mail marketing outweighs any such brand value erosion.

c) Customers can report the e-mails as spam and ensure that they do notreceive these service mails in their inboxes in the future.

d) Research shows that customers who opted for receiving marketing e-mailsrarely complain, even if they are not happy about them.

e) This is a problem that affects all e-mail marketers, not Selenium alone.

Back 13

Customers can use a menu of e-mail selections to opt into receiving onlycommunications marketing products they are interested in.

Front 14

Which of the following is NOT aconcern associated with online marketing?

a) Internet fraud

b) expense of maintaining websites

c) online security

d) access to information by unauthorized groups

e) access to inappropriate material by vulnerable groups

Back 14

expense of maintaining websites

Front 15

Edward visited an online site inorder to investigate a product. While he was there, he was asked to enter inhis personal information and credit card number in order to receive moreinformation about the product. Which of the following applies to Edward?

a) Edward was a victim of spam

b) Edward was a victim of online vulnerability

c) Edward was a victim of phishing

d) Edward was a victim of blogs

e) Edward was a victim of identity control

Back 15

Edward was a victim of phishing