CCHAPTER HAPTER 1414

DIRECT AND ONLINE MARKETING: Building

Direct Customer Relationships

CRS Questions & Answers

14-2©2011 Pearson Education, Inc. publishing as Prentice Hall

Consumers and business buyers benefit from Internet buying because it is convenient, interactive and immediate, offers a wealth of comparative information and ______

1. Provides access to a greater product selection.

2. Leads to quicker product delivery.3. Filters out unethical vendors.4. All of the above.

14-3©2011 Pearson Education, Inc. publishing as Prentice Hall

Consumers and business buyers benefit from Internet buying because it is convenient, interactive and immediate, offers a wealth of comparative information and ______

1. Provides access to a greater product selection.

2. Leads to quicker product delivery.3. Filters out unethical vendors.4. All of the above.

Web sellers from all over the globe can offer an almost unlimited selection of goods to consumers anywhere.

14-4©2011 Pearson Education, Inc. publishing as Prentice Hall

In consumer marketing, a customer database might contain all the following EXCEPT:

1. Competitive suppliers 

2. Customers' ages 

3. Customers' past purchases 

4. Customers' preferences

14-5©2011 Pearson Education, Inc. publishing as Prentice Hall

In consumer marketing, a customer database might contain all the following EXCEPT:

1. Competitive suppliers 

2. Customers' ages 

3. Customers' past purchases 

4. Customers' preferences

A customer database is a collection of comprehensive data about individual customers or prospects. Only information related to individuals would be included.

14-6©2011 Pearson Education, Inc. publishing as Prentice Hall

Suppose you wanted to sell custom-built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective?

1. Telemarketing

2. Direct-mail marketing

3. Catalog marketing

4. Kiosk marketing

14-7©2011 Pearson Education, Inc. publishing as Prentice Hall

Suppose you wanted to sell custom-built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective?

1. Telemarketing

2. Direct-mail marketing

3. Catalog marketing

4. Kiosk marketing

Direct mail would be the most effective technique of those listed. However, the nature of the product is such that personal selling will also be needed.

14-8©2011 Pearson Education, Inc. publishing as Prentice Hall

CNET.com hosts reviews, how-to advice, online videos, and a vendor listing/price search option for various types of electronic products. Which classification best describes the CNET Web site?

1. Portal site2. Shopping comparison site3. Content site4. Transaction site

14-9©2011 Pearson Education, Inc. publishing as Prentice Hall

CNET.com hosts reviews, how-to advice, online videos, and a vendor listing/price search option for various types of electronic products. Which classification best describes the CNET Web site?

1. Portal site2. Shopping comparison site3. Content site4. Transaction site

Although CNET offers a price comparison function, the site is probably better classified as a content site due to the rest of the information.

14-10©2011 Pearson Education, Inc. publishing as Prentice Hall

Robert's Clothiers operates a downtown store and an e-tail site on the Web. Robert's is an example of a(n):

1. ISP 

2. Click-only company 

3. Click-and-mortar company 

4. Transaction site

14-11©2011 Pearson Education, Inc. publishing as Prentice Hall

Robert's Clothiers operates a downtown store and an e-tail site on the Web. Robert's is an example of a(n):

1. ISP 

2. Click-only company 

3. Click-and-mortar company 

4. Transaction site

Click-and-mortar companies sell products both as an e-tailer over the Internet and in a traditional store setting.

14-12©2011 Pearson Education, Inc. publishing as Prentice Hall

Linda is angry at Joe's Pizza for delivering yet another soggy pizza, so she fires off an email to DeLuca’s Pizza criticizing their performance. This is an example of:

1. B2B e-commerce 

2. B2C e-commerce 

3. C2C e-commerce 

4. C2B e-commerce

14-13©2011 Pearson Education, Inc. publishing as Prentice Hall

Linda is angry at Joe's Pizza for delivering yet another soggy pizza, so she fires off an email to DeLuca’s Pizza criticizing their performance. This is an example of:

1. B2B e-commerce 

2. B2C e-commerce 

3. C2C e-commerce 

4. C2B e-commerce

C2B e-commerce occurs when consumers use the Internet to search for sellers, learn about offers, or give feedback.

14-14©2011 Pearson Education, Inc. publishing as Prentice Hall

Which “C” of effective Web site design refers to the site’s ability to tailor itself to different users or to allow users to personalize the site?1. Customization 

2. Communication 

3. Clarity 

4. Context

14-15©2011 Pearson Education, Inc. publishing as Prentice Hall

Which “C” of effective Web site design refers to the site’s ability to tailor itself to different users or to allow users to personalize the site?

The seven “Cs” of effective Web site design are context, content, community, customization, communication, connection, and commerce. Customization refers to the site’s ability to tailor itself to different users or to allow users to personalize the site.

1. Customization 

2. Communication 

3. Clarity 

4. Context

14-16©2011 Pearson Education, Inc. publishing as Prentice Hall

Jason was looking at information on a Web site when an advertisement appeared suddenly in a new window in front of the window he was viewing. This is an example of a(n):

1. Search-related ad 

2. Banner ad 

3. Infomercial 

4. Pop-up ad

14-17©2011 Pearson Education, Inc. publishing as Prentice Hall

Jason was looking at information on a Web site when an advertisement appeared suddenly in a new window in front of the window he was viewing. This is an example of a(n):

Pop-ups are online ads that appear suddenly in a new window in front of the window being viewed.

1. Search-related ad 2. Banner ad 3. Infomercial 4. Pop-up ad

14-18©2011 Pearson Education, Inc. publishing as Prentice Hall

Unsolicited, unwanted commercial emailmessages are called:

1. Junk mail 

2. Blogs

3. Spam 

4. Viral marketing messages

14-19©2011 Pearson Education, Inc. publishing as Prentice Hall

Unsolicited, unwanted commercial emailmessages are called:

1. Junk mail 

2. Blogs 

3. Spam 

4. Viral marketing messages

Spam is unsolicited, unwanted commercial email messages. Viral marketing can be unsolicited messages, but they are sent by friends to each other.

14-20©2011 Pearson Education, Inc. publishing as Prentice Hall

The most challenging public policy issue currently facing the direct marketing industry is/are:

1. Sweepstakes fraud and deceit 

2. Invasion of privacy 

3. Investment, charity, and research scams 

4. Irritating infomercials

14-21©2011 Pearson Education, Inc. publishing as Prentice Hall

The most challenging public policy issue currently facing the direct marketing industry is/are:

1. Sweepstakes fraud and deceit 

2. Invasion of privacy 

3. Investment, charity, and research scams 

4. Irritating infomercials

Computer database technology allow companies to collect excessive information about consumers, including that which many buyers feel should be private.

14-22©2011 Pearson Education, Inc. publishing as Prentice Hall

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