Chapter 14

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

• Provides access to a greater product selection.

• Leads to quicker product delivery.

• Filters out unethical vendors.

• All of the above.

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

• Competitive suppliers

• Customers' ages

• Customers' past purchases

• Customers' preferences

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?

• Telemarketing

• Direct-mail marketing

• Catalog marketing

• Kiosk marketing

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

• ISP

• Click-only company

• Click-and-mortar company

• Transaction site

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?

• Customization

• Communication

• Clarity

• Context

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):

• Search-related ad

• Banner ad

• Infomercial

• Pop-up ad

Unsolicited, unwanted commercial email

messages are called:

• Junk mail

• Blogs

• Spam

• Viral marketing messages

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

• Sweepstakes fraud and deceit

• Invasion of privacy

• Investment, charity, and research scams

• Irritating infomercials