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For inbound telephone marketing,the company provides a toll-free phone number so it can receive orders solicited by television and print ads,direct mail,and catalogs.

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True

Do-not-call legislation has rendered all forms of telemarketing ineffective.

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For most companies,the first step in conducting online marketing is to ________.


A) place an ad online
B) send e-mails
C) create a Web site
D) create a social networking site
E) place search-related ads

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Which of the following is the primary purpose of branded community Web sites?


A) displaying digital catalogues
B) providing detailed descriptions of products
C) creating customer-product engagement
D) selling products and services
E) sending direct mails to consumers

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________ are online journals where people and companies post their thoughts and other content,usually related to narrowly defined topics.


A) Blogs
B) Catalogs
C) Search engines
D) Spam posts
E) Viral messages

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The National Do Not Call Registry is managed by the Federal Trade Commission.

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Telemarketing involves using the television to sell directly to consumers and business customers.

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A branded community Web site aims to build customer goodwill rather than sell products to customers.

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Direct-response television (DRTV)marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV)advertising.

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Which of the following is a drawback of using blogs as a marketing medium?


A) Advertising on a blog is typically very expensive.
B) It is difficult to use blogs to reach highly targeted audiences.
C) The content of a blog is difficult to control.
D) A company cannot have more than one blog.
E) Blogs do not provide the kind of personalized medium that today's marketers want.

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Online direct marketing results in higher costs and slower handling of channel and logistics functions.

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Which of the following is a transaction site?


A) Wikipedia
B) Yahoo
C) eBay
D) IMDB
E) Facebook

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Compare display ads and search-related ads.Provide examples to illustrate your response.

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The main forms of online advertising are display ads and search-related ads.Online display ads might appear anywhere on an Internet user's screen and are often related to the information being viewed.For instance,while browsing vacation packages on Travelocity.com,one might encounter a display ad offering a free upgrade on a rental car from Enterprise Rent-A-Car.Online display ads have come a long way in recent years in terms of attracting and holding consumer attention.Today's rich media ads incorporate animation,video,sound,and interactivity.The largest form of online advertising is search-related ads (or contextual advertising),which accounted for nearly half of all online advertising spending last year.In search advertising,text-based ads and links appear alongside search engine results on sites such as Google,Yahoo!,and Bing.For example,search Google for "LCD TVs." At the top and side of the resulting search list,one can see inconspicuous ads for ten or more advertisers,ranging from Samsung and Dell to Best Buy,Sears,Amazon.com,Walmart.com,and Nextag.com.Ninety-five percent of Google's $50 billion in revenues last year came from ad sales.Search is an always-on kind of medium,and the results are easily measured.A search advertiser buys search terms from the search site and pays only if consumers click through to its site.

Which of the following is a disadvantage of using social media for marketing?


A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.

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

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Whereas space is limited in an online catalog,print catalogs can offer an almost unlimited amount of merchandise.

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Which of the following is an advantage of printed catalogs?


A) They drive online and mobile sales.
B) They offer an almost unlimited amount of merchandise.
C) They are produced in multiple presentation formats, including search and video.
D) They result in reduced mailing costs.
E) They allow real-time merchandising.

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Which of the following is the fastest-growing form of marketing?


A) direct marketing
B) undifferentiated marketing
C) internal marketing
D) mass marketing
E) standardized marketing

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________ consists of connecting directly with carefully targeted consumers,often on a one-to-one,interactive basis.


A) Undifferentiated marketing
B) Mass marketing
C) Direct marketing
D) Internal marketing
E) Standardized marketing

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C

Green Gardens sells gardening and landscaping goods and equipment.The marketing department places an unmanned machine in the store with touchscreen technology to provide product information.Consumers can use this machine to learn about the company's products and services.The company's marketing form is best referred to as ________ marketing.


A) kiosk
B) mobile
C) telephone
D) interactive
E) personalized

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