WorksheetsDIRECT AND ONLINE MARKETING: BUILDING DIRECT CUSTOMER RELATI
Total questions: 15
Worksheet time: 13mins
Which of the following statements is most likely true about direct and digital marketing?
They are used to sell goods to an undifferentiated market segment.
They are inconvenient and lengthen the process for most buyers.
They remain unaffected by the rapid growth of technologies.
They build customer engagement and constitute a complete model for doing business.
They are rarely used by companies as supplementary channels.
How has the Internet most likely affected direct and digital marketing?
The time taken by marketers to reach customer segments has increased.
The role of technology has become less intense.
The expenditures on direct and digital marketing have increased.
The growth of digital sales has seen a significant downturn.
The number of mass marketing forms has expanded.
A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ________ data.
ethical
cultural
medical
behavioural
sociological
Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?
direct-response marketing
direct-mail marketing
digital direct marketing
kiosk marketing
online marketing
Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a selective market of individuals who have recently donated to international charities. Which of the following types of direct marketing is Fiona most likely to use?
direct-mail marketing
catalog marketing
telephone marketing
direct-response television marketing
kiosk marketing
What are two major forms of direct-response television marketing?
direct-response television advertising and infomercials
home-selling and toll-free response
home television response and attention commercials
call-in response and Web-site response
home shopping channels and vodcasts
What is the fastest growing form of direct marketing?
mobile-phone marketing
online marketing
interactive TV
direct-response television
podcasts
Online communities where people socialize or exchange information and opinions are called ________.
corporate websites
marketing websites
online social networks
interactive websites
affiliate programs
Oscar Aviation has a corporate Web site. Prospective customers are likely able to do all of the following on the site EXCEPT ________.
learn about Oscar's philosophy
ask online questions
enjoy entertainment features on the site
purchase products
register to receive more information from the company
What does the term viral marketing mean?
It is the Internet version of word-of-mouth marketing.
It refers to problems that occur with viruses online.
It is another term for invasions of online privacy.
It is another term for online security.
It is a system that allows a supplier to access a customer's inventory levels online.
Which of the following is a primary disadvantage of viral marketing?
The costs of viral marketing are too high for most companies.
The brand associated with the viral message is usually forgotten.
Marketers have little control over who receives the viral message.
Viral messages are less likely to be viewed than other types of online promotions.
Viral messages are blocked by most search engines.
Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.
TRUE
FALSE
Though direct mail permits high target-market selectivity and can be personalized, it does not allow easy measurement of results.
TRUE
FALSE
Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.
TRUE
FALSE
Direct marketing rarely occurs on a one-to-one, interactive basis.
TRUE
FALSE
