Question 1

Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three attributes that make up a Web site's ease of use.

Accepted Answer

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Question 2

Direct marketers and their customers usually enjoy mutually rewarding relationships.Occasionally,however,a darker side emerges.Identify four unethical practices to be avoided in direct marketing.

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Question 3

List the ways television is used by direct marketers.

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Question 4

The Web offers the advantage of contextual placements.Marketers can buy ads from sites that are related to their offerings.An example of a contextual placement ad would be ________.

Accepted Answer

Option A is the only choice that demonstrates a clear contextual placement, where an ad for Johnson and Johnson products related to babies would appear when a consumer types in the term "baby." The other options either do not demonstrate a clear connection between the ad and its placement or are unlikely to be relevant or well-received by the user.

Question 5

Some of the public and ethical issues in direct marketing include irritation,unfairness,deception and fraud,and ________.

Accepted Answer

Invasion of privacy is a major public and ethical issue in direct marketing, as it often involves obtaining personal information without consent and using it for marketing purposes. This can make individuals feel uncomfortable and violated, leading to potential legal issues for companies that engage in this practice.

Question 6

If ads for Johnson & Johnson's Tylenol headache reliever popped up on brokers' Web sites whenever the stock market fell by 100 points or more,this type of online ad would be called a(n)________.

Accepted Answer

Interstitial ads are full-screen ads that appear at natural transition points or breaks in an app or website, such as between activities or during a pause in a game. In this case, the ad appears when a specific event (the stock market falling by 100 points or more) occurs, which is characteristic of interstitial ads.

Question 7

Salespeople have specific tasks to perform to make a sale.List these specific tasks.

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Question 8

The majority of sales representatives require encouragement and special incentives,especially ________.

Accepted Answer

Sales representatives who are out in the field facing challenges such as rejection, long hours, and difficult clients are more likely to need extra motivation and incentives to keep them motivated and engaged in their work. Those who work from the main office may still benefit from incentives but may not face the same challenges as those who are out in the field. Sales representatives who have been in the field for a long time may have developed their own strategies for motivation and may not need as much encouragement as newer sales representatives. Similarly, sales representatives responsible for maintaining strong relationships with existing customers may be more focused on relationship-building rather than making new sales and may not require as much motivation to do their job.

Question 9

CaféMom is an example of a(n)________ that has several thousand members who participate in dozens of different forums for moms.

Accepted Answer

CaféMom is a social network that brings together mothers who can participate in different forums, discuss issues related to parenting, share stories, and connect with each other.

Question 10

In trying to close a sale,Jim's prospect raises objections about the price and delivery schedule.Jim is dealing with ________.

Accepted Answer

Logical resistance refers to objections that are based on the prospect's rational analysis of the product, such as price and delivery schedule. This is the type of resistance that Jim is facing. Psychological resistance, on the other hand, refers to objections that arise from the prospect's emotions or attitudes toward the product or salesperson. Closing resistance occurs when the prospect is hesitant to make a final decision or commitment to purchase. Maintenance resistance refers to objections that arise after the sale has been made, such as concerns about product quality or service. Follow-up resistance occurs when the prospect resists further contact or follow-up after the sale has been made.

Question 11

A pharmaceutical sales representative whose role is simply to keep doctors up-to-date on the latest developments of his or her drug company is playing a ________ role.

Accepted Answer

A missionary sales rep is focused on educating healthcare professionals about their company's products, rather than immediately selling to them. This approach involves building relationships and trust with customers, as well as providing valuable information and resources to help them make informed decisions. Therefore, a pharmaceutical sales representative whose role is simply to keep doctors up-to-date on the latest developments of his or her drug company is playing a missionary role.

Question 12

A hot growth area in interactive marketing is paid search.How does this type of ad work

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Question 13

What are the five elements of an offer strategy

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Question 14

Which of the following would improve the likelihood of starting positive buzz

Accepted Answer

All of the above options can improve the likelihood of starting positive buzz. Identifying influential individuals and companies can help spread the word to a larger audience, providing compelling information that customers want to pass along can create interest and curiosity, supplying key people with product samples can generate positive reviews and word of mouth, and working through community influentials such as class presidents and local disk jockeys can help establish a strong local reputation. Combining these strategies can maximize the chances of starting positive buzz.

Question 15

Visitors will judge a Web site's performance on ease of use and physical attractiveness.Identify the three factors that make up a Web site's attractiveness.

Accepted Answer

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Question 16

One of the important guidelines for pioneering e-mail marketing is for the provider to "give the customer a reason to respond." Explain.

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Question 17

One of the great advantages of direct marketing is the ability to test,under real marketplace conditions,different elements of an offer strategy.The response rate is only a part of the campaign's impact.What other factors are used to measure impact

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Question 18

Your company's direct-mail pieces include a telephone number and a Web address.Your company directs the consumer to visit your Web site and print coupons for your products.This is an example of what type of direct marketing

Accepted Answer

This is an example of interactive marketing because the company is directing the consumer to visit their website and engage with their brand by printing coupons for their products. The use of a telephone number and web address allows for two-way communication between the company and consumer.

Question 19

Online advertising is estimated to grow to ________ of global ad spending by 2009.

Accepted Answer

By 2009, online advertising was projected to grow to approximately 10% of global ad spending, reflecting the increasing shift towards digital platforms.

Question 20

Describe what is meant by stealth marketing and why consumers find it controversial and potentially unethical.

Accepted Answer

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Quiz 19: Managing Personal Communications: