Building Direct Customer Relationships Answer Key Part 2

36) What is the fastest growing form of direct-marketing? ) mobile-phone marketing C) interactive TV D) direct-response television E) podcasts Answer: B 37) The Internet gave birth to ________, which operate only on the Internet. A) brick-and-mortar companies B) click-and-mortar companies C) big box companies ) click-only companies E) Web-and-mortar companies Answer: D 38) As one of the first ________, Amazon.com changed the rules of marketing and set the bar high for the online customer experience. ) e-tailers B) transaction sites C) content sites D) search engines E) click-and-mortar companies Answer: A 39) New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online are known as ________ because they provide financial, research, and other information. A) search engines content sites C) portals D) ISPs E) e-tailers Answer: B 40) ________ is the term used to describe a company that does not use online marketing. A) Offline business ) Brick-and-mortar C) Click-and-mortar D) E-business E) Corporate site Answer: B 41) The growth of the Internet caused many brick-and-mortar firms to ________ in response to customer demands and a changing marketplace. A) become click-only firms B) send out more catalogs become click-and-mortar firms D) develop more infomercials E) expand their outside sales forces Answer: C 42) Which of the following is NOT one of the four major online marketing domains? A) B2C (business-to-consumer) B2R (business-to-retailer) C) B2B (business-to-business) D) C2C (consumer-to-consumer) E) C2B (consumer-to-business) Answer: B 43) The popular press has paid the most attention to ________ online marketing, which is the online selling of goods and services to final consumers. ) B2C B) B2B C) C2C D) C2B E) global Answer: A 44) B2B uses all of the following online resources to reach new business customers EXCEPT ________. A) trading networks ) social networks C) e-mail D) online product catalogs E) customized Web sites Answer: B 45) The online exchange of goods and information between final consumers is called ________. A) B2C B) B2B ) C2C D) C2B E) social networking Answer: C 46) Amazon.com Auctions, eBay, and Craigslist.com are popular market spaces that facilitate the online exchange of goods and information and are examples of ________ online marketing. A) B2C B) B2B ) C2C D) C2B E) global commerce Answer: C 47) What is the benefit to companies of using blogs as marketing tools? A) Blogs provide companies with additional revenue. B) Blog content is easy to filter, monitor, and control. C) Long-term customer relationships can be developed through blogs. D) Demographic information about customers can be easily tracked. ) Blogs are an inexpensive yet personal way to reach a fragmented audience. Answer: E 48) Which of the following is a potential drawback to advertising on a blog? ) The content of a blog is difficult to control. B) Advertising on a blog is typically expensive. C) It is difficult to use blogs to reach highly targeted audiences. 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. Answer: A 49) ________ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases. A) B2C B) B2B C) C2C ) C2B E) B2R Answer: D 50) When consumers can drive transactions with businesses, what type of online marketing is being used? A) blogs B) podcasting C) social networking D) business-to-consumer consumer-to-business Answer: E 51) For most companies, the first step in conducting online marketing is to ________. A) send e-mails ) create a Web site C) create a Web community D) place promotions online E) develop search-related ads Answer: B 52) What is the main purpose of a corporate Web site? ) to sell the company's products directly 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 Answer: B 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 ) Corporate Web sites C) Small business Web sites D) Non-profit corporation web sites E) Rich media display ads Answer: B 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 ) Web communities D) Brand Web sites E) Affiliate programs Answer: B 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 ) commerce: the site's ability to enable commercial transactions E) connection: the degree that the site is linked to other sites Answer: D 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 ) community D) customization E) cause Answer: C 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 commerce E) communication Answer: D 58) ________ are online ads that appear between screen changes on a Web site, especially while a new screen is loading. A) Pop-unders C) Search-related ads D) Contextual ads ) Banner ads Answer: B 59) Which of the following types of ads can users block through the use of applications developed by Web browser providers? A) banners ) pop-ups C) contextual ads D) pop-unders E) rich-media ads Answer: B 60) Display ads that use eye-catching techniques such as float, fly, and snapback are called ________. ) banners B) pop-ups C) contextual ads D) pop-unders Answer: E 61) A large percentage of online advertising expenditures goes towards ________, which are text-based ads and links that appear alongside search engine results. A) content sponsorships B) reminder advertisements C) informative advertisements contextual advertisements E) corporate sponsorships Answer: D 62) When companies work with each other online and offline to promote each other, they are creating ________. A) search-related advertisements B) contextual advertisements C) interstitial relationships D) content sponsorships alliance and affiliate programs Answer: E 63) What does the term viral marketing mean? A) It is another term for online privacy. B) It is another term for online security. C) It refers to problems associated with computer viruses. ) It refers to word-of-mouth marketing that occurs online. E) It refers to negative publicity associated with company blogs. Answer: D 64) Which of the following is a primary disadvantage of viral marketing? A) The costs of viral marketing are too high for most companies. B) The brand associated with the viral message is usually forgotten. ) Marketers have little control over who receives the viral message. D) Viral messages are offensive to many potential customers. E) Viral messages are blocked by most search engines. Answer: C 65) All of the following are examples of online social networks EXCEPT ________. A) blogs B) MySpace.com C) YouTube ) interstitials E) virtual worlds Answer: D 66) Online communities where people socialize or exchange information and opinions are called ________. A) corporate Web sites B) marketing Web sites online social networks D) interactive Web sites E) affiliate programs Answer: C 67) Which of the following is a challenge of marketing through online social networks? ) Users often resent an intrusive marketing message. B) Existing networks are resistant to direct advertising. C) Most existing networks are already controlled by major corporations. D) Virtual worlds will most likely replace social networks in the near future. E) Measuring the frequency and volume of network usage is difficult. Answer: A 68) What characteristic of niche sites makes the medium MOST appealing to marketers? A) audience sizes larger than those of social networking sites B) wide variety of demographics and purchasing patterns audiences of people with similar interests D) commercial transaction capabilities E) podcasting and vodcasting capabilities Answer: C 69) Unsolicited and unwanted commercial e-mail is known as ________. A) phishing B) e-tailing C) display ads D) pop-unders ) spam Answer: E 70) According to your textbook, what is the most likely future for online marketing? Online marketing will replace magazines, newspapers, and eventually stores as sources for information and products. 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. . E) Online social networking will become the primary type of online marketing. Answer: D