Question 1

________ allows consumers to gain additional information about a product through the use of a remote control.
A) Mobile phone marketing
B) The home shopping channel
C) Podcasting
D) Vodcasting
E) Interactive television

Accepted Answer

Interactive television allows consumers to use a remote control to access additional information about a product while watching a show or commercial. This information can include product details, pricing, availability, and even the ability to make purchases directly from the TV. Mobile phone marketing, podcasting, and vodcasting do not directly involve the use of a remote control to access additional product information. The home shopping channel may provide additional product information, but it is not necessarily through the use of a remote control.

Question 2

Direct-response advertisements always contain/use___________,making it easier for marketers to gauge the effectiveness of their sales pitches.
A) a mailing address for comments
B) 60 or 120 seconds long TV spots
C) a hit button to record the number of viewers
D) an account number
E) pop-ups

Accepted Answer

The answer of Direct-response advertisements always contain/use___________,making it easier for...

Question 3

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.
A) kiosks
B) TV monitors
C) wireless networks
D) cell phones
E) vending machines

Accepted Answer

Kiosks are the most appropriate choice as they are specifically designed for providing information and enabling customers to place orders. TV monitors are not interactive and cannot provide detailed information or enable transactions. Wireless networks and cell phones can be used to provide information, but would require the user to already have internet access and may not provide a complete transactional experience. Vending machines are only suited for selling physical products and cannot provide information or services.

Question 4

What are two major forms of direct-response television marketing?
A) home television response and direct-response TV advertising
B) home shopping channels and infomercials
C) home-selling and toll-free response
D) call-in response and Web-site response
E) home shopping channels and podcasts

Accepted Answer

The two major forms of direct-response television marketing are home shopping channels (such as QVC and HSN) and infomercials. Home shopping channels allow customers to purchase products directly through their television screens, while infomercials provide a longer format to showcase a product and often include a call-to-action for viewers to place an order over the phone or online.

Question 5

Most companies that create print catalogs now also provide ________ catalogs.
A) DVD
B) e-mail
C) store
D) Web-based
E) personalized

Accepted Answer

Many companies have shifted to web-based catalogs as a more cost-effective and environmentally friendly option compared to print catalogs. With the rise of online shopping, web-based catalogs can also be more accessible and convenient for customers.

Question 6

Which of the following enables consumers to download files from the Internet to a handheld device?
A) telemarketing
B) interactive TV
C) podcasting
D) infomercials
E) direct mail

Accepted Answer

Podcasting enables consumers to download audio and video files from the Internet to a handheld device. Telemarketing, interactive TV, infomercials, and direct mail do not involve downloading files from the Internet to a handheld device.

Question 7

_____________ involves using the telephone to sell directly to consumers
and business customers.
A) Television marketing
B) Kiosk marketing
C) Telephone marketing
D) Catalog marketing
E) The Internet

Accepted Answer

Telephone marketing involves selling directly to customers and businesses through phone calls. It is a form of direct marketing where companies reach out to potential customers and make sales pitches over the phone. This type of marketing allows for a personal touch and a direct form of communication between the seller and the buyer.

Question 8

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) home shopping channel
C) integrated marketing
D) direct-response commercial
E) infomercial

Accepted Answer

A 30-minute television advertising program marketing a single product is commonly known as an infomercial, which is a combination of information and commercial. It is designed to provide a detailed demonstration of the product and persuade viewers to make a purchase through call-to-action prompts.

Question 9

According to your text,________ "bridge the gap between old-fashioned stores and online shopping."
A) kiosks
B) home shopping channels
C) online catalogs
D) infomercials
E) mobile phones

Accepted Answer

The text states that kiosks are a way of bridging the gap between old-fashioned stores and online shopping.

Question 10

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) digital catalog
E) kiosk

Accepted Answer

A home shopping channel is specifically dedicated to selling goods and services through television programming. Direct-response television advertisements may include sales pitches, but they are not necessarily a dedicated program or channel. Infomercials are longer commercial advertisements, but again are not necessarily a dedicated program or channel. Digital catalogs and kiosks are not television-based.

Question 11

All of the following are the benefits of online catalogs EXCEPT:
A) provide comparative information for customers
B) show a wider array of merchandise
C) save on production costs
D) products and features can be added or removed as needed
E) real-time merchandising

Accepted Answer

The answer of All of the following are the benefits...

Question 12

Consumers and companies connect to each other and access and share huge amounts of information through a public web of computer networks called ________.
A) a transaction site
B) a content site
C) the Internet
D) an extranet
E) an intranet

Accepted Answer

The Internet is a globally connected public network of computers that allows consumers and companies to access and share information. Options A, B, D and E refer to specific types of computer networks or websites and do not encompass the vast network of the Internet.

Question 13

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.
A) inbound
B) outbound
C) interactive
D) direct-response
E) business-to-business

Accepted Answer

Inbound telephone marketing is used by marketers to receive orders from television ads and catalogs, where customers initiate contact with the company in response to marketing materials they have seen or received.

Question 14

Ring-tone giveaways,mobile games,and text-in contests are all examples of ________ marketing.
A) kiosk
B) online
C) podcast
D) vodcast
E) mobile phone

Accepted Answer

Ring-tone giveaways, mobile games, and text-in contests are all strategies used in mobile phone marketing. These tactics primarily target customers using their mobile devices and aim to increase brand awareness and engagement.

Question 15

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?
A) More consumers are using their cell phones for text messaging, surfing the Web, and watching videos.
B) Unlike telemarketing, mobile phone marketing is initially appealing to most cell phone users.
C) Mobile phones are very popular with the highly desirable 18-to-34-year-old demographic.
D) Mobile phone users can respond instantly to time-sensitive offers.
E) Most consumers always have their cell phones with them.

Accepted Answer

Telemarketing is a disliked form of marketing, while mobile phone marketing is initially appealing to most cell phone users.

Question 16

How has the need to manage existing customer relationships changed the telemarketing industry?
A) Telemarketing for nonprofit groups has become nonexistent.
B) Telemarketing is no longer used by small and medium sized companies.
C) Telemarketing has replaced direct mail and personal selling because of low costs.
D) Telemarketers are more effectively developing relationships with new customers.
E) Telemarketers are more likely to use "opt-in" calling systems.

Accepted Answer

The need to manage existing customer relationships has led to telemarketers using "opt-in" calling systems, where customers have given prior consent to receive calls. This approach is more effective in building and maintaining positive customer relationships.

Question 17

Which of the following is an advantage of printed catalogs over digital catalogs?
A) the ability to offer an almost unlimited amount of merchandise
B) efficiencies in production, printing, and mailing costs
C) intrusive and creates its own attention
D) less competition for customers' attention
E) real-time merchandising

Accepted Answer

Printed catalogs are tangible and can capture attention more effectively as they are physically present, unlike digital catalogs which can be easily ignored or overlooked online.

Question 18

Which of the following operate only on the Internet?
A) brick-and-mortar companies
B) click-and-mortar companies
C) big box companies
D) click-only companies
E) Web-and-mortar companies

Accepted Answer

Click-only companies operate solely in the online space and do not have a physical presence.

Question 19

Using ________ telephone marketing to contact potential customers,marketers sell directly to consumers.
A) inbound
B) outbound
C) direct-response
D) opt-out
E) business-to-business

Accepted Answer

Outbound telephone marketing involves contacting potential customers directly and selling products or services. Therefore, it is the best choice to fill in the blank. Inbound refers to customers contacting a company for information or to place an order. Direct-response typically involves customers responding to an advertisement through a specific phone number or website. Opt-out refers to a customer's ability to choose to no longer receive marketing calls. Business-to-business refers to companies selling to other companies rather than directly to consumers.

Question 20

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

Accepted Answer

Online marketing is the fastest growing form of direct-marketing, with the rise of social media and e-commerce platforms. It allows for personalized and targeted advertising to reach a larger audience at a lower cost compared to traditional marketing methods. Mobile-phone marketing and podcasts are also growing, but not at the same rate as online marketing. Interactive TV and direct-response television are declining in popularity.

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

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

Direct-response advertisements always contain/use___________,making it easier for marketers to gauge the effectiveness of their sales pitches.

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.

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

Most companies that create print catalogs now also provide ________ catalogs.

Which of the following enables consumers to download files from the Internet to a handheld device?

_____________ involves using the telephone to sell directly to consumers and business customers.

Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product?

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

A television program or entire channel dedicated to selling goods and services is known as a(n) ________.

All of the following are the benefits of online catalogs EXCEPT:

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

Marketers use ________ telephone marketing to receive orders from television ads and catalogs.

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

Marketers view mobile phones as the next big marketing medium for all of the following reasons EXCEPT which one?

How has the need to manage existing customer relationships changed the telemarketing industry?

Which of the following is an advantage of printed catalogs over digital catalogs?

Which of the following operate only on the Internet?

Using ________ telephone marketing to contact potential customers,marketers sell directly to consumers.

What is the fastest growing form of direct-marketing?