UNL: MRKT341: Chapter 14

1. What are the two goals of direct marketing?
a. to identify a potential customer and obtain an immediate response
b. to obtain an immediate response and to facilitate a purchase
c. to obtain an immediate response and build a lasting customer relationship
d. to provide information and build a lasting customer relationship
e. to save marketing dollars and facilitate a purchase
(c; p. 415; Easy)
2. Today, direct marketing relies heavily on database technologies and the Internet. Early direct marketers primarily used direct mailers, telemarketing, and _____.
a. door-to-door salespeople
b. catalogs
c. C.O.D. delivery
d. e-mail
e. inside salespeople
(b; p. 415; Easy) {AACSB: Communication}
3. Direct marketing is continuing to become more ________ oriented.
a. television
b. Web
c. mail
d. telephone
e. personal selling
(b; p. 416; Moderate) {AACSB: Use of IT}
4. Which of the following is not one of the benefits for the buyer in direct marketing?
a. access to a wealth of products
b. access to comparative information
c. convenience
d. price
e. privacy
(d; p. 416; Moderate) {AACSB: Communication}
5. Which of the following is not one of the benefits for the seller in direct marketing?
a. efficiency and speed in reaching their markets
b. greater flexibility
c. mass reach
d. lower cost-per-contact
e. the opportunity to build stronger customer relationships
(c; p. 417; Moderate) {AACSB: Communication}
6. Which of the following is an advantage of direct marketing for sellers?
a. It eliminates the need for a sales force.
b. It avoids the expense of maintaining a store and the related costs of rent, insurance, and utilities.
c. It can give sellers access to buyers outside their local markets.
d. It provides sellers with a wealth of comparative information about customers.
e. It gives marketers a greater measure of control over interactions with customers.
(c; p. 418; Moderate) {AACSB: Communication}
7. Which of the following is necessary for direct marketing to be effective?
a. an online presence
b. a good customer database
c. a well-trained sales force
d. inbound telephone marketing
e. use of new digital direct marketing technologies
(b; p. 418; Moderate) {AACSB: Use of IT}
8. A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.
a. specific
b. culturally oriented
c. current and relevant
d. behavioral
e. sociological
(d; p. 418; Moderate) {AACSB: Use of IT}
9. Information about a customer’s age, income, and family make-up would all be considered ________ in a customer database.
a. demographics
b. psychographics
c. key contacts
d. buying behaviors
e. assessments
(a; p. 418; Challenging)
10. Information about a customer’s activities and interests would all be considered ________ in a customer database.
a. demographics
b. psychographics
c. key contacts
d. buying behaviors
e. assessments
(b; p. 418; Challenging)
11. Which one of the following purposes is not a common use of a direct marketing database?
a. identify prospective customers
b. generate sales leads
c. profile customers based on previous purchases
d. gather marketing intelligence about competitors
e. build long-term customer relationships
(d; p. 419; Moderate) {AACSB: Use of IT}
12. Which of the following is a primary benefit to consumers from database marketing?
a. more offers closely matched to their interests
b. availability of name-brand images
c. better prices
d. faster service
e. instant credit
(a; p. 442; Moderate) {AACSB: Use of IT}
13. Which of the following is not a form of direct marketing?
a. personal selling
b. advertising
c. telephone marketing
d. direct-mail marketing
e. kiosk marketing
(b; p. 419; Easy) {AACSB: Communication}
14. Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?
a. kiosk marketing
b. digital direct marketing
c. catalog marketing
d. direct-mail marketing
e. telephone marketing
(d; p. 419; Easy) {AACSB: Communication}
15. Catalogs, brochures, CDs, and DVDs are all examples of which type of marketing?
a. direct-response marketing
b. direct-mail marketing
c. digital direct marketing
d. kiosk marketing
e. online marketing
(b; p. 419; Easy) {AACSB: Communication}
16. The use of which of the new forms of direct-mail marketing is booming?
a. fax mail
b. e-mail
c. voice mail
d. U.S. mail
e. instant messages
(b; p. 420; Moderate) {AACSB: Communication}
17. Which of the following forms of direct marketing is least likely to experience significant growth within the next few years?
a. kiosk
b. interactive TV
c. mobile phone
d. fax mail
e. e-mail
(d; p. 420; Moderate) {AACSB: Use of IT}
18. Most companies that create print catalogs now also provide ________ catalogs.
a. video
b. e-mail
c. store
d. Web-based
e. Personalized
(d; p. 421; Moderate) {AACSB: Use of IT}
19. Which of the following is an advantage of printed catalogs over digital catalogs?
a. a stronger emotional connection with customers
b. the ability to offer an almost unlimited amount of merchandise
c. less competition for customer’s attention
d. efficiencies in production, printing, and mailing costs
e. real-time merchandising
(a; p. 421; Moderate) {AACSB: Analytic Thinking}
20. Using ________ telephone marketing, marketers sell directly to consumers.
a. inbound
b. outbound
c. Do-Not-Call Registry
d. opt-out
e. business-to-business
(a; p. 421; Moderate) {AACSB: Communication}
21. Which of the following is an advantage of a well-designed and targeted telemarketing plan?
a. purchasing convenience
b. emotional connections with customers
c. real-time merchandising
d. lower cost-per-contact than direct mail
e. an almost unlimited amount of merchandise can be made available
(a; p. 421; Challenging} {AACSB: Communication}
22. Instead of making print catalogs obsolete, ________ has changed their role to that of a brand-building device.
a. telephone marketing
b. direct-mail marketing
c. e-mail
d. Internet shopping
e. direct-response television
(d; p. 422; Moderate) {AACSB: Communication}
23. Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry?
a. telemarketing by nonprofit groups
b. business-to-business telemarketing
c. unsolicited outbound telephone marketing by businesses
d. inbound telephone marketing
e. telemarketing by politicians
(c; p. 421; Moderate) {AACSB: Ethical Reasoning}
24. Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?
a. direct-response TV advertisement
b. infomercial
c. home shopping channel
d. integrated marketing
e. direct-response commercial
(b; p. 423; Easy) {AACSB: Communication}
25. What are two major forms of direct-response television marketing?
a. direct-response television advertising and infomercials
b. home-selling and toll-free response
c. home television response and attention commercials
d. call-in response and web-site response
e. home shopping channels and vodcasts
(a; p. 423; Moderate) {AACSB: Communication}
26. Direct-response advertisements always contain ________, making it easier for marketers to gauge the effectiveness of their sales pitches.
a. a mailing address for comments
b. a 1-800 number or Web address
c. a hit button to record the number of viewers
d. an order number
e. pop-ups
(b; p. 424; Moderate)
27. Why have direct-response television commercials seen an increase in popularity in recent years?
a. It is has become simpler to replicate the success of classic direct-response TV ads that introduced items such as the Veg-O-Matic and the Beef Jerky Machine.
b. Traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized companies.
c. Return on advertising investment can be easily measured.
d. The popularity of home shopping channels has lent direct-response commercials more credibility.
e. Consumers are more likely to respond to this type of marketing than to other forms of direct marketing.
(c; p. 424; Moderate)
28. A television program or entire channel dedicated to selling goods and services is known as a(n) ________.
a. direct-response television advertisement
b. home shopping channel
c. infomercial
d. Home Shopping Network
e. digital catalog
(b; p. 424; Moderate) {AACSB: Communication}
29. As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations.
a. kiosks
b. TV monitors
c. the Internet
d. cell phones
e. vending machines
(a; p. 425; Easy) {AACSB: Use of IT}
30. Which of the following is not one of the reasons that many marketers view mobile phones as the next big marketing medium?
a. More and more consumers are using their cell phones as a “third screen” for text messaging, surfing the Web, and watching videos.
b. Cell phone users can respond instantly to time-sensitive offers.
c. Unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users.
d. Cell phones are very popular with the highly desirable 18-to-34-year-old demographic.
e. Consumers always have their cell phones with them
(c; p. 425; Moderate) {AACSB: Use of IT}
31. Ring-tone giveaways, mobile games, and ad-supported content to text-in contests and sweepstakes are all examples of ________ marketing.
a. kiosk
b. online
c. podcast
d. vodcast
e. mobile phone
(e; p. 425; Easy) {AACSB: Use of IT}
32. Which of the following is the least effective way for marketers to avoid angering already ad-weary consumers when using a new direct marketing technology, such as mobile phones?
a. deliver messages that provide useful information that consumers want
b. provide entertaining content
c. offer discounted prices
d. begin by sending unsolicited messages and then move to permission-based programs
e. offer coupons for valued products or services
(d; p. 426; Moderate) {AACSB: Use of IT}
33. What is the fastest growing form of direct-marketing?
a. mobile-phone marketing
b. online marketing
c. Interactive TV
d. direct-response television
e. podcasts
(b; p. 428; Moderate)
34. The ________ enables consumers and companies to access and share huge amounts of information with just a few mouse clicks.
a. analog age
b. Digital age
c. Internet
d. extranet
e. intranet
(c; p. 428; Easy) {AACSB: Use of IT}
35. _____ is(are) a vast public web of computer networks that connect users of all types all around the world to each other.
a. Intranets
b. Extranets
c. The Internet
d. Social networks
e. Web sites
(c; p. 428; Easy) {AACSB: Use of IT}
36. Internet usage continues to ________.
a. decline
b. grow slowly
c. stay the same
d. grow steadily
e. grow mainly among the emerging economies
(d; p. 428; Easy) {AACSB: Use of IT}
37. The Internet gave birth to _____, which operate only on the Internet.
a. brick-and-mortar companies
b. click-and-mortar companies
c. old economies
d. click-only companies
e. Web-and-mortar companies
(d; p. 428; Easy) {AACSB: Use of IT}
38. New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ________.
a. transaction sites
b. content sites
c. portals
d. ISPs
e. click-and-mortar sites
(b; p. 428; Moderate) {AACSB: Reflective Thinking}
39. Search engines, portals, e-tailers and content sites are examples of ________, selling products and services directly to final buyers via the Internet.
a. click-and-mortar E-marketers
b. brick-and mortar retailers
c. new-age businesses
d. click-only marketers
e. B2B marketers
(d; p. 428; Moderate) {AACSB: Use of IT}
40. _____ is the term used to describe a company that does not use online marketing.
a. Offline business
b. Brick-and-mortar
c. Click-and-mortar
d. E-business
e. Corporate site
(b; p. 428; Moderate)
41. In recent years, many brick-and-mortar firms eventually became ________ in response to ________.
a. click-only firms; click-and-mortar competitors’ actions
b. click-and-mortar firms; brick-and-mortar competitors’ actions
c. click-and-mortar firms; click-only competitors’ actions
d. obsolete; a growing number of click-and-mortar competitors
e. obsolete; a growing number of click-only competitors
(c; p. 428; Challenging) {AACSB: Use of IT}
42. Which of the following is not one of the four major online marketing domains?
a. B2C (business-to-consumer)
b. B2D (business-to-door)
c. B2B (business-to-business)
d. C2C (consumer-to-consumer)
e. C2B (consumer-to-business)
(b; p. 429; Easy) {AACSB: Use of IT}
43. The popular press has paid the most attention to _____ online marketing—the online selling of goods and services to final consumers.
a. B2C
b. B2B
c. C2C
d. C2B
e. global
(a; p. 429; Easy) {AACSB: Use of IT}
44. B2B includes all of the following except ________.
a. trading networks
b. social networks
c. e-mail
d. online product catalogs
e. B2B Web sites
(b; p. 430; Moderate) {AACSB: Use of IT}
45. Online exchange of goods and information between final consumers is called ________.
a. B2C
b. B2B
c. C2C
d. C2B
e. social marketing
(c; p. 431; Easy) {AACSB: Use of IT}
46. eBay and Amazon.com Auctions, as well as other auction sites, offer popular marketspaces for online exchange of goods and information. These online companies are examples of ________ online marketing.
a. B2C
b. B2B
c. C2C
d. C2B
e. global commerce
(c; p. 431; Moderate) {AACSB: Use of IT}
47. Which of the following is a drawback of advertising on or attempting to influence content on a blog?
a. Advertising on a blog is typically expensive.
b. It is difficult to use blogs to reach highly targeted audiences.
c. The content of a blog is difficult to control.
d. Blogs are losing popularity as consumers begin to favor newer Internet forums.
e. Blogs do not provide the kind of personalized medium that today’s marketers want.
(c; p. 431; Moderate) {AACSB: Use of IT}
48. _____ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms.
a. B2C
b. B2B
c. C2C
d. C2B
e. B2B or C2C
(d; p. 432; Easy) {AACSB: Use of IT}
49. When consumers can drive transactions with businesses, what type of online marketing is being used?
a. blogs
b. B2S (banner-to-site)
c. C2B (consumer-to-business)
d. Webcasting
e. Social networking
(c; p. 432; Easy) {AACSB: Use of IT}
50. Which of the following is not one of the ways a company can conduct online marketing?
a. creating a Web site
b. placing ads online
c. calling their customers to complete surveys
d. participating in Web communities
e. sending e-mail to interested consumers
(c; p. 432; Easy) {AACSB: Use of IT}
51. For most companies, the first step in conducting online marketing is to ________.
a. place an ad online
b. use online e-mail
c. create a Web site
d. create a Web community
e. place search-related ads
(c; p. 432; Moderate) {AACSB: Use of IT}
52. What is the main purpose of a corporate Web site?
a. to sell the company’s products directly
b. to build customer goodwill
c. to show a catalog and give shopping tips
d. to give out coupons and tell about sales events or contests
e. to point out and explain competitors’ weaknesses
(b; p. 433; Easy) {AACSB: Use of IT}
53. _____ are designed to build customer goodwill and to supplement other sales channels, rather than to sell the company’s products directly.
a. Marketing Web sites
b. Corporate Web sites
c. Small business Web sites
d. Non-profit corporation web sites
e. Rich media display ads
(b; p. 433; Moderate) {AACSB: Use of IT}
54. _____ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
a. Corporate Web sites
b. Marketing Web sites
c. Web communities
d. Brand Web sites
e. Affiliate programs
(b; p. 433; Moderate) {AACSB: Use of IT}
55. To attract new visitors and to encourage revisits, online marketers should pay close attention to the seven Cs of effective Web site design. Which of the following is not one of the seven Cs?
a. Context: the site’s layout and design
b. Content: text, pictures, sounds, and video that the Web site contains
c. Commerce: the site’s ability to enable commercial transactions
d. Customer: the way the customer is given incentives to use the Web site
e. Connection: the degree that the site is linked to other sites
(d; p. 434; Moderate) {AACSB: Use of IT}
56. Of the seven Cs of effective Web site design, ________ refers to the ways that the site enables user-to-user communication.
a. context
b. content
c. community
d. customization
e. cause
(c; p. 434; Moderate) {AACSB: Use of IT}
57. According to the seven Cs of effective Web site design, a Website’s capability to enable commercial transactions is its level of ________.
a. customization
b. content
c. connection
d. commerce
e. communication
(d; p. 434; Moderate) {AACSB: Use of IT}
58. Marketers of which of the following types of products would likely find it most challenging to attract visitors to a brand or marketing Web site?
a. cleaning supplies
b. financial services
c. computers
d. stereo equipment
e. cars
(a; p. 434; Moderate) {AACSB: Analytic Thinking}
59. Based on information in your text, which of the following is the least likely way a marketer might promote a company’s Web site?
a. advertisements in off-line magazines or papers
b. broadcast commercials
c. outbound telephone marketing
d. banner ads on other popular Web sites
e. links on other popular Web sites
(c; p. 434; Moderate) {AACSB: Use of IT}
60. To be effective, a corporate Web site must _________.
a. be useful
b. be entertaining
c. be stylish
d. feature information on high-end products
e. include promotions
(a; p. 434; Moderate) {AACSB: Use of IT}
61. _____ are online ads that pop up between screen changes on a Web site, especially while a new screen is loading.
a. Pop-unders
b. Interstitials
c. Search-related ads
d. Contextual ads
e. Banner ads
(b; p. 435; Moderate) {AACSB: use of IT}
62. All of the following are types of display ads except ________.
a. banners
b. pop-ups
c. contextual ads
d. pop-unders
e. rich-media ads
(c; p. 435; Moderate) {AACSB: Use of IT}
63. Which of the following types of ads can users block through the use of applications developed by Web browser providers?
a. banners
b. pop-ups
c. contextual ads
d. pop-unders
e. rich-media ads
(b; p. 435; Moderate) {AACSB: Use of IT}
64. Display ads that use eye-catching techniques such as float, fly, and snapback are called ________.
a. banners
b. pop-ups
c. contextual ads
d. pop-unders
e. rich-media ads
(e; p. 435; Moderate) {AACSB: Use of IT}
65. When companies work with each other online and offline to promote each other, they are creating ________.
a. alliance and affiliate programs
b. search-related ads
c. combo advertising
d. interstitial advertising
e. content sponsorship
(a; p. 436; Moderate) {AACSB: Use of IT}
66. What does the term viral marketing mean?
a. It is the Internet version of word-of-mouth marketing.
b. It refers to problems that occur with viruses online.
c. It is another term for online privacy.
d. It is another term for online security.
e. It is a system that allows a customer’s inventory levels to be accessible online by suppliers.
(a; p. 436; Easy) {AACSB: Communication}
67. Forms of online promotion include all of the following except ________.
a. content sponsorships
b. viral marketing
c. affiliate programs
d. intranets
e. alliances
(d; p. 436; Moderate) {AACSB: Use of IT}
68. Online communities where people socialize or exchange information and opinions are called ________.
a. corporate Web sites
b. marketing Web sites
c. online social networks
d. interactive Web sites
e. affiliate programs
(c; p. 437; Easy) {AACSB: Use of IT}
69. Which of the following is a challenge of marketing through online social networks?
a. Existing networks are resistant to direct advertising.
b. Users may resent an intrusive marketing message.
c. It is hard to measure how frequently networks are used and by how many participants.
d. Most existing networks are already controlled by major corporations.
e. Virtual worlds are likely to soon become more popular than straightforward social networks.
(b; p. 437; Moderate) {AACSB: Use of IT}
70. According to your textbook, what is the most likely future for online marketing?
a. Online marketing will replace magazines, newspapers, and eventually stores as sources for information and buying.
b. The growth of online marketing will continue but at a much slower pace.
c. The use of online marketing will decline until its effectiveness can be better measured.
d. Online marketing will remain an important approach in an integrated marketing mix.
e. Online social networking will become the primary type of online marketing.
(d; p. 440; Moderate) {AACSB: Use of IT}
71. Some direct marketers have been accused of taking advantage of buyers; for example, so-called heat merchants use ________ intended to mislead buyers.
a. direct-mail marketing
b. telephone marketing
c. direct-response television marketing
d. mobile phone marketing
e. kiosk marketing
(a; p. 441; Challenging) {AACSB: Ethical Reasoning}
72. Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent web sites to fool consumers into revealing their personal data?
a. unauthorized groups
b. reverse information
c. viral feeds
d. phishing
e. spyware
(d; p. 441; Moderate) {AACSB: Ethical Reasoning}
73. Which of the following is not a deception or fraud concern for Internet users and marketers?
a. phishing
b. viral marketing
c. eavesdropping
d. access by unauthorized groups
e. spyware
(b; p. 441; Moderate) {AACSB: Use of IT}
74. To prevent privacy abuses and curb excessive marketing, federal legislation has been enacted or considered to regulate all of the following except ________.
a. telephone marketing
b. use of consumer information obtained online
c. collection of online consumer information
d. online advertising
e. online marketing to children
(c; p. 442; Moderate) {AACSB: Ethical Reasoning}
75. What happened in response to the finding that many Web sites were collecting personal information from children without disclosure or parental permission?
a. Children have no access to certain parts of the Internet.
b. Congress passed the Children’s Online Privacy Protection Act.
c. Children began to be targeted on more Web sites.
d. The Direct Marketing Association developed a “Privacy Promise to American Consumers.”
e. Very little has happened as a result.
(b; p. 443; Moderate) {AACSB: Ethical Reasoning}
116. Adams Cutlery has always relied upon advertising to market its products to final customers. However, now the marketing team at Adams Cutlery is considering beginning a direct marketing campaign consisting of a company Web site, e-mail to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?
a. the ability to increase the range of products the company offers
b. the ability to learn more about their customers and tailor offerings to fit their needs
c. more control over customers’ interactions with the company
d. a higher cost-per-contact that could prove to be more cost effective than advertising in mass media
e. a wealth of information about competitors and their products
(b; p. 417; Moderate) {AACSB: Reflective Thinking}
117. Financial services provider USAA delivers materials related to teaching teenagers how to drive safely whenever a customer has a child who is about to turn 16 and be eligible to obtain a driver’s license. This is an example of using ________ information from a customer database.
a. demographic
b. geographic
c. psychographic
d. behavioral
e. key contact
(a; p. 418; Moderate) {AACSB: Reflective Thinking}
118. 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 selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?
a. direct-mail marketing
b. catalog marketing
c. telephone marketing
d. direct-response television marketing
e. kiosk marketing
(a; p. 419; Moderate) {AACSB: Reflective Thinking}
119. Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company’s existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?
a. direct-mail marketing
b. telephone marketing
c. catalog marketing
d. direct-response television marketing
e. podcast marketing
(c; p. 420; Moderate) {AACSB: Reflective Thinking}
120. Neal Murphy sells his company’s unique gift items on television programs and entire channels dedicated to selling goods and services. Neal is using ________.
a. infomercials
b. home shopping channels
c. Internet-based infomercials
d. prime-time selling
e. public relations
(b; p. 424; Moderate) {AACSB: Reflective Thinking}
121. Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company’s online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal?
a. kiosks
b. e-mail
c. mobile phones
d. telemarketing
e. catalog marketing
(a; p. 425; Moderate) {AACSB: Reflective Thinking}
122. A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic, providing incentives to respond instantly to time-sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?
a. interactive TV
b. direct-response TV
c. mobile phone
d. direct mail
e. telephone
(c; p. 425; Challenging) {AACSB: Reflective Thinking}
123. Company X began as a brick-and-mortar company. Which of the following statements must be true?
a. By adding online marketing options, Company X would become a click-and-mortar company.
b. Company X is also considered a click-only dot-com.
c. Company X should not be concerned about consumer-to-consumer online marketing.
d. Company X is probably not making a profit.
e. By adding online marketing options, Company X would become a click-only company.
(a; p. 428; Moderate) {AACSB: Reflective Thinking}
124. ABC Company sells directly to final consumers and avoids intermediaries, while catering to a broad group of demographic segments. This marketer falls under which online marketing domain?
a. B2C
b. B2B
c. C2C
d. C2B
e. A or C
(a; p. 429; Easy) {AACSB: Reflective Thinking}
125. Office Depot is a click-and-mortar company. Which of the following is least likely to be an advantage that Office Depot has over click-only competitors?
a. Office Depot is a known name with greater financial resources.
b. Office Depot has a large, established customer base.
c. By offering online marketing, Office Depot offers customers more options.
d. Customers can find a local store and check its available stock online.
e. Office Depot focuses on large accounts through its online presence and small businesses through its retail stores.
(e; p. 429; Challenging) {AACSB: Analytic Thinking}
126. Jane Cheatham, a stay-at-home mother, regularly posts new entries on a widely read blog. In these entries, she often reviews consumer products that she uses during the course of her day. This is an example of ________.
a. C2B online marketing
b. C2C online marketing
c. viral marketing
d. content sponsorship
e. online social networks
(b; p. 431; Easy) {AACSB: Reflective Thinking}
127. Using Priceline.com, would-be 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. C2C online marketing
c. B2C online marketing
d. C2B online marketing
e. multi-channel marketing
(d; p. 432; Easy) {AACSB: Reflective Thinking}
128. 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?
a. a B2B site
b. a C2B site
c. a C2C site
d. a corporate site
e. a marketing site
(e; p. 433; Moderate) {AACSB: Reflective Thinking}
129. Oscar Aviation has a corporate Web site. Prospective customers are likely able to do all of the following on the site except ________.
a. learn about Oscar’s philosophy
b. ask online questions
c. enjoy entertainment features on the site
d. purchase products
e. register to receive more information from the company
(d; p. 433; Moderate) {AACSB: Reflective Thinking}
130. In attempting to design an effective Web site, Company A tried to address all of the seven Cs. The site, however, has a weak layout and design. Which C does this represent?
a. customization
b. content
c. context
d. connection
e. community
(c; p. 434; Moderate) {AACSB: Reflective Thinking}
131. You are looking up airline schedules on the Internet. A bar at the top of the screen reads, “Stay at Holiday Inn and get a 25 percent discount!” This is a(n) ________.
a. banner
b. pop-under
c. content sponsorship
d. pop-up
e. interstitial
(a; p. 435; Moderate) {AACSB: Reflective Thinking}
132. You have accessed fare information on Northwest Airlines’ Web site. You want to compare it with United Airlines’ fares. In between screen changes, an ad appears from Alamo Car Rental. This is a(n) ________.
a. banner
b. pop-under
c. content sponsorship
d. pop-under
e. interstitial
(e; p. 435; Moderate) {AACSB: Reflective Thinking}
133. Your Cleaning Team is a company that provides house cleaning services in major urban and suburban areas. Marketers at Your Cleaning Team developed a short, humorous video promoting the company’s services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Your Cleaning Team are using ________.
a. a content sponsorship
b. viral marketing
c. C2B marketing
d. rich media ads
e. a marketing Web site
(b; p. 436; Moderate) {AACSB: Reflective Thinking}
134. www.consumerist.com, where people can exchange views and obtain information on products, is an example of a ________.
a. content Web site
b. Web community
c. content sponsorship
d. contextual advertisement
e. marketing Web site
(b; p. 437; Moderate) {AACSB: Reflective Thinking}
135. Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply 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, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of ________.
a. online eavesdropping
b. phishing
c. malware
d. heat marketing
e. viral marketing
(b; p. 441; Moderate) {AACSB: Reflective Thinking}