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Exam 17: Direct and Online Marketing: Building Direct Customer Relationships

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Question 51

Multiple Choice

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What are two major forms of direct- response television marketing?

A) home television response and direct- response TV advertising
B) call- in response and Web- site response
C) home- selling and toll- free response
D) home shopping channels and infomercials
E) home shopping channels and podcasts

F) A) and D)
G) C) and D)

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Question 52

Multiple Choice

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By using Priceline.com,potential buyers can bid for airline tickets,hotel rooms,rental cars,cruises,and vacation packages.It is then up to sellers to decide whether or not to accept an offered bid.This is an example of .

A) B2B online marketing
B) C2B online marketing
C) B2C online marketing
D) C2C online marketing
E) multi- channel marketing

F) A) and E)
G) B) and D)

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Question 53

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How can a customer database be used as a relationship- building tool?

What is the main purpose of a corporate Web site?

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories,and offers a wide variety of Converse shoes for direct purchase.The site even allows customers to individually design their own shoes.The Converse site is most accurately categorized as which of the following types of Web sites?

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called .

Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries.Fiona wants to reach a select market of individuals who have recently donated to international charities.Which of the following types of direct marketing will Fiona most likely use?

Companies conduct online marketing by creating a Web site,placing ads and promotions online,or setting up or participating in online social networks.

Though direct mail permits high target- market selectivity and can be personalized,it does not allow easy measurement of results.

Firms such as Kodak and Fuji are placing _ in stores,airports,and other locations to provide people with information about products and services or to enable customers to place orders.

Sales via B2B online marketing are continuing to decline.

For which of the following operations would telemarketing efforts likely be the most successful and the most profitable?

Direct marketing is continuing to become more oriented.

Catalogs,brochures,samples,and DVDs can all used in which type of marketing?

What does the term viral marketing mean?

Ring- tone giveaways,mobile games,and text- in contests are all examples of marketing.

According to your text,"bridge the gap between old- fashioned stores and online shopping."

allows consumers to gain additional information about a product through the use of a remote control.

Do- not- call legislation has made telemarketing an ineffective form of direct marketing,especially for nonprofit groups.

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