Question 1: Which one of the following statements about direct marketing is true?
Direct marketing rarely occurs on a one-to-one, interactive basis.
Today's marketers use database marketing to promote their offerings through personalized communications to small target groups or even individual customers.
Database marketing requires minimal initial investment beyond training personnel to code and mine data.
Though direct mail permits high target-market selectivity and can be personalized, it does not allow easy measurement of results.
Question 2: A catalog is currently defined as a printed, bound piece of at least eight pages that sells multiple products and offers a direct ordering mechanism.
True
False
Question 3: Unsolicited, unwanted commercial email messages are classified as:
going viral
online marketing
blogs
spam
Question 4: Which of the following are considered forms of traditional direct marketing?
telemarketing and kiosks
mobile and internet marketing
websites and blogs
social media and email
Question 5: Which of the following statements about branded community Web sites is false?
They present brand content that engages consumers.
They offer a rich variety of brand information, blogs, videos, and activities.
They try to sell products to the members of the community.
They build closer customer relationships and generate customer engagement.
Question 6: Because several broadcast systems now offer iTV capabilities, interactive TV is likely to become a more widely used direct marketing medium.
True
False
Question 7: One of the toughest public policy issues facing organizations today that use direct marketing techniques is:
prices that are too high
invasion of privacy
do not call lists
social media presence
Question 8: As an international marketer, you must study the economy of countries in which you do business. If a country has fast growth in manufacturing which is resulting in rapid economic growth, it is classified as having:
a subsistence economy
an industrial economy
a raw material exporting economy
an emerging economy
Question 9: Groups of nations organized to work toward common goals in the regulation of international trade have formed:
nontariff obstacles
import quotas
free trade zones
currency restrictions
Question 10: Companies that ignore cultural norms and differences, like mass marketing overseas like they might in the USA, risk making some very embarrassing and expensive mistakes.
True
False
Question 11: Transportation structure and market accessibility are indicators of market potential in the following category:
sociocultural factors
geographic characteristics
economic factors
political and legal characteristics
Question 12: Entering a foreign market by developing foreign-based assembly or manufacturing facilities is an example of:
direct investment
joint venturing
licensing
management contracting
Question 13: Your company decided to enter a global market and will not change the product or the communication strategy used in the home nation. This will save product development costs, manufacturing changes, and promotion expenses. This describes:
diversification
dual adaptation
product invention
straight extension
Question 14: Taxes on certain imported products designed to raise revenue or to protect domestic firms are called tariffs.
True
False
Question 15: There are three factors many critics point to when they charge that the American marketing system causes prices to be higher than they would be under more sensible systems. Which of the follow is not one of the three?
high costs of distribution
high advertising and promotion costs
excessive environmental protection laws
excessive mark-ups
Question 16: Other critics point to companies that deliberately produce products that will break, wear, rust, or rot sooner than they should. This is a condition called:
perceived obsolescence
planned obsolescence
high-pressure selling
conscious consumption
Question 17: The sustainable marketing concept means meeting the current needs of both the customer and the company.
True
False
Question 18: Which of the following statements about consumerism is false?
The seller has the right to charge any price as long as there is no price discrimination among similar kinds of buyers.
The buyer has the right to consume now in a way that will preserve the world for future generations.
The buyer has the right to be protected from questionable products and marketing practices.
The seller's rights are paramount to the buyer's rights.
Question 19: Developing new sets of environmental skills and capabilities falls under the sustainable value called:
product stewardship
pollution prevention
new clean technology
environmentalism
Question 20: A company should define its mission in broad social terms instead of in narrow product terms if it is truly adopting a strategy of:
innovative marketing
sense-of-mission marketing
consumer-oriented marketing
customer value marketing.