Cuốn Nguyên lý tiếp thị của Philip Kotler được xem như kinh thánh về ngành marketing tại 58 quốc gia trên thế giới. Thực ra bản dịch Nguyên lý tiếp thị chưa thực sự bao quát được toàn bộ nội dung cuốn sách bởi marketing rộng hơn tiếp thị rất nhiều.Bởi tính toàn diện của mình, sách Nguyên lý tiếp thị đã trở thành giáo trình môn marketing trong rất nhiều trường đại học.
Trang 1Principles of Marketing, 14e (Kotler)
Chapter 17 Direct and Online Marketing: Building Direct Customer Relationships
1) Amazon.com was the first company to use , which is technology that sorts through customer purchasing patterns to create personalized site content
Diff: 2 Page Ref: 495
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-1
2) What are the two main goals of direct marketing?
A) to identify a potential customer and obtain an immediate response
B) to obtain an immediate response and to facilitate a purchase
C) to obtain an immediate response and build a lasting customer relationship
D) to provide information and build a lasting customer relationship
E) to save marketing dollars and facilitate a purchase
Trang 24) Amazon.com, eBay, and GEICO employ as their only method of doing business with customers.
Diff: 2 Page Ref: 497
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-1
6) All of the following are benefits of direct marketing for buyers EXCEPT
A) access to numerous products
B) access to product reviews
C) guaranteed low prices
7) All of the following are benefits of direct marketing for sellers EXCEPT
A) efficiency in reaching markets
B) price and program flexibility
C) mass reach and frequency
D) lower cost-per-contact
E) efficiency in order processing
Trang 38) One of the advantages of direct marketing for sellers is that direct marketing .A) offers access to buyers outside local markets
B) eliminates the need for a company to employ a sales force
C) provides statistical information about industry buying habits
D) provides comparative information about customers and competitors
E) avoids expenses such as rent, insurance, and utilities
B) a good customer database
C) a well-trained sales force
D) inbound telephone marketing
E) digital direct marketing technologies
Answer: B
Diff: 2 Page Ref: 499
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-1
10) A typical customer database is an organized collection of geographic, demographic,
psychographic, and data about individual customers or prospects
Diff: 2 Page Ref: 499
AACSB: Use of Information Technology
Trang 412) Data about the recency, frequency, and monetary value of past purchases are included in the category of a customer database.
A) generating sales leads
B) identifying prospective customers
C) profiling customers based on previous purchases
D) gathering marketing intelligence about competitors
E) building long-term customer relationships
Answer: D
Diff: 3 Page Ref: 499
Trang 515) How does database marketing benefit consumers?
A) Companies make name-brand products and images readily available to customers
B) Companies match customer needs and interests with products and services
C) Customers receive better prices on products and services that they need
D) Customers receive faster and more reliable service from companies
E) Customers receive instant credit from more companies
Answer: B
Diff: 3 Page Ref: 499
AACSB: Use of Information Technology
17) Which kind of marketing involves sending an offer, announcement, reminder, or other item
to a person at a particular physical or virtual address?
Trang 619) Which of the following reasons is LEAST likely to explain why direct-mail marketing drivesmore than a third of all U.S direct marketing sales?
A) less expensive than mass media ads per thousand people reached
B) high target market selectivity
Diff: 2 Page Ref: 501
AACSB: Use of Information Technology
Diff: 1 Page Ref: 502
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-2
22) Which of the following is an advantage of printed catalogs over digital catalogs?
A) the ability to offer an almost unlimited amount of merchandise
B) efficiencies in production, printing, and mailing costs
C) a stronger emotional connection with customers
D) less competition for customers' attention
E) real-time merchandising
Trang 723) Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?
A) to provide comparative information for customers
B) to offer a wider array of merchandise
C) to save production money spent online
D) to drive online sales
E) to reduce the need for telemarketers
B) high recruitment and referral rate
C) purchasing convenience for customers
D) emotional connections with customers
E) limitless merchandise available to customers
Trang 827) How has the National Do Not Call Registry changed the telemarketing industry?
A) Telemarketing for nonprofit groups has become nonexistent
B) Telemarketing is no longer used by small and medium sized companies
C) Telemarketing has replaced direct mail and personal selling because of low costs
D) Telemarketers are more effectively developing relationships with new customers
E) Telemarketers are more likely to use "opt-in" calling systems
29) What are two major forms of direct-response television marketing?
A) home television response and direct-response TV advertising
B) home shopping channels and infomercials
C) home-selling and toll-free response
D) call-in response and Web-site response
E) home shopping channels and podcasts
A) a mailing address for comments
B) a 1-800 number or Web address
C) a hit button to record the number of viewers
D) an account number
E) pop-ups
Trang 931) A television program or entire channel dedicated to selling goods and services is known as a(n) .
A) direct-response television advertisement
B) home shopping channel
Diff: 2 Page Ref: 504
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-2
33) Firms such as Kodak and Fuji are placing in stores, airports, and other locations toprovide people with information about products and services or to enable customers to place orders
Trang 1034) Ring-tone giveaways, mobile games, and text-in contests are all examples of marketing.
Diff: 1 Page Ref: 505
AACSB: Use of Information Technology
D) Cell phone users can respond instantly to time-sensitive offers
E) Most consumers always have their cell phones with them
Answer: B
Diff: 3 Page Ref: 506-507
AACSB: Use of Information Technology
Trang 1137) allows consumers to gain additional information about a product through the use
of a remote control
A) Mobile phone marketing
B) The home shopping channel
C) Podcasting
D) Vodcasting
E) Interactive television
Answer: E
Diff: 1 Page Ref: 508
AACSB: Use of Information Technology
Diff: 2 Page Ref: 508
AACSB: Use of Information Technology
Trang 1240) Which of the following operate only on the Internet?
Diff: 1 Page Ref: 509
AACSB: Use of Information Technology
Diff: 2 Page Ref: 509
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-3
42) New York Times on the Web, ESPN.com, and Encyclopaedia Britannica Online are known as
because they provide financial, research, and other information
Trang 1343) is the term used to describe a company that does not use online marketing.A) Offlist business
A) become click-only firms
B) send out more catalogs
C) become click-and-mortar firms
D) develop more infomercials
E) expand their outside sales forces
Answer: C
Diff: 2 Page Ref: 509
AACSB: Use of Information Technology
Diff: 2 Page Ref: 509
AACSB: Use of Information Technology
Trang 1446) The popular press has paid the most attention to online marketing, which is the online selling of goods and services to final consumers
Diff: 2 Page Ref: 509
AACSB: Use of Information Technology
Diff: 2 Page Ref: 510-511
AACSB: Use of Information Technology
Trang 1549) Overstock.com Auctions and eBay are popular market spaces that facilitate the online exchange of goods and information and are examples of online marketing.A) B2C
Diff: 2 Page Ref: 511
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-3
50) Blogs are that are usually focused on a narrowly defined topic
A) online social networks
Diff: 2 Page Ref: 511
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-3
51) 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) Lifetime customer value can be evaluated through blogs
D) Demographic information about customers can be easily tracked
E) Blogs are an inexpensive yet personal way to reach a fragmented audience
Answer: E
Diff: 3 Page Ref: 512
Trang 1652) Which of the following is a potential drawback to advertising on a blog?
A) 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 gaining popularity as consumers move away from newer Internet forums
E) Blogs do not provide the kind of personalized medium that today's marketers want
Answer: A
Diff: 3 Page Ref: 512
AACSB: Use of Information Technology
Diff: 2 Page Ref: 512
AACSB: Use of Information Technology
Trang 1755) When consumers can drive transactions with businesses, what type of online marketing is being used?
Diff: 1 Page Ref: 512
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-3
56) For most companies, the first step in conducting online marketing is to
A) send e-mails
B) create a Web site
C) create a Web community
D) place promotions online
E) develop search-related ads
Answer: B
Diff: 2 Page Ref: 513
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
57) What is the main purpose of a corporate Web site?
A) to sell the company's products directly
B) to build customer goodwill
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
Diff: 2 Page Ref: 513
Trang 1858) 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
B) Corporate Web sites
C) Small business Web sites
D) Nonprofit corporation web sites
E) Rich media display ads
Answer: B
Diff: 2 Page Ref: 513
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
59) are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome
A) Corporate Web sites
B) Marketing Web sites
C) Web communities
D) Brand Web sites
E) Affiliate programs
Answer: B
Diff: 2 Page Ref: 513
AACSB: Use of Information Technology
Trang 1961) A large percentage of online advertising expenditures goes towards , which are text-based ads and links that appear alongside search engine results.
Diff: 2 Page Ref: 514
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
62) 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
D) It refers to word-of-mouth marketing that occurs online
E) It refers to negative publicity associated with company blogs
Answer: D
Diff: 1 Page Ref: 514
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
63) 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
C) 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
Diff: 3 Page Ref: 515
Trang 2064) All of the following are examples of online social networks EXCEPT .
Diff: 1 Page Ref: 515
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
65) Online communities where people socialize or exchange information and opinions are called
A) corporate Web sites
B) marketing Web sites
C) online social networks
D) interactive Web sites
E) affiliate programs
Answer: C
Diff: 1 Page Ref: 515
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
66) Which of the following is a challenge of marketing through online social networks?
A) Users often resent an intrusive marketing message
B) Existing networks are resistant to 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
Diff: 3 Page Ref: 517
Trang 2167) 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
C) audiences of people with similar interests
D) commercial transaction capabilities
E) podcasting and vodcasting capabilities
Answer: C
Diff: 3 Page Ref: 515
AACSB: Use of Information Technology
Diff: 1 Page Ref: 517
AACSB: Use of Information Technology
Skill: Concept
Objective: 17-4
69) According to your textbook, what is the most likely future for online marketing?
A) 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.D) Online marketing will remain an important approach in an integrated marketing mix.E) Online social networking will become the primary type of online marketing
Answer: D
Diff: 3 Page Ref: 518
Trang 2270) In an attempt to take advantage of impulsive or less sophisticated buyers, heat merchants use to deceive customers.
A) direct-mail marketing
B) telephone marketing
C) direct-response television marketing
D) mobile phone marketing
E) kiosk marketing
Answer: A
Diff: 2 Page Ref: 518
AACSB: Ethical Understanding and Reasoning Abilities
Diff: 2 Page Ref: 519
AACSB: Use of Information Technology
Trang 2373) Which of the following requires that Web site operators obtain parental consent before collecting personal information about children under the age of 13?
A) the DMA's Preference Service
B) the Children's Online Privacy Protection Act
C) TRUSTe
D) "Privacy Promise" legislation
E) Can Spam legislation
Answer: B
Diff: 2 Page Ref: 520
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 17-5
74) The was established by the Direct Marketing Association
A) Privacy Promise to American Consumers
B) Do Not Track List
C) Children's Online Privacy Protection Act
D) Can Spam legislation
E) Do Not Call Registry
Answer: A
Diff: 2 Page Ref: 520
AACSB: Ethical Understanding and Reasoning Abilities
Skill: Concept
Objective: 17-5
75) All of the following are the likely results of direct marketing abuses EXCEPT .A) decreased consumer response rates
B) decreased returns on advertising expenses
C) increasingly negative consumer attitudes
D) calls for less Internet oversight and legislation
E) calls for more restrictive legislation of direct marketing
Answer: D
Diff: 2 Page Ref: 520