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61) By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental cars,
cruises, and vacation packages. It is then up to sellers to decide whether or not to accept an
offered bid. This is an example of ________.
A) B-to-B online marketing
B) C-to-C online marketing
C) B-to-C online marketing
D) C-to-B online marketing
E) G-to-B online marketing
62) Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own
chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its
Web site, AvoCutlery.com. Which of the following best describes Avo Cutlery?
A) buy-here pay-here company
B) brick-and-mortar company
C) click-only company
D) click-and-mortar company
E) shell company
63) LilKidClothing.com is a Web site that offers products for children below the age of five.
Consumers order at LilKidClothing.com and products are delivered to their homes within a
week. Which of the following major online marketing domains is evident from this example?
A) C-to-B
B) C-to-C
C) B-to-C
D) B-to-G
E) G-to-B
64) Genma Steel, a steel manufacturer, caters to industrial companies and has set up a corporate
Web site in order to show potential customers its products and services. Alongside the products
are the testimonials of the various companies that have used Genma's products and services.
Which of the following major online marketing domains is evident from this example?
A) B-to-C
B) C-to-B
C) B-to-B
D) B-to-G
E) G-to-B
65) Selleverything.com is a Web site that allows individuals to sell or auction products. Users
can bid for items, which are then delivered to the highest bidder's address by Selleverything.com,
which receives a small commission. Which of the following major online marketing domains is
evident from this scenario?
A) B-to-B
B) B-to-G
C) C-to-B
D) G-to-B
E) C-to-C
66) RegalResorts.com lets customers bid for vacation packages. It then awards the vacation
package to the highest bidder. Which of the following major online marketing domains is evident
here?
A) C-to-B
B) B-to-B
C) G-to-B
D) C-to-C
E) B-to-C
67) A(n) ________ is designed to build customer goodwill, collect customer feedback, and
supplement other sales channels rather than sell the company's products directly.
A) podcast
B) corporate Web site
C) search engine
D) digital catalog
E) online magazine
68) ________ are designed to engage consumers in interactions that will move them closer to a
direct purchase or other marketing outcome.
A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts
69) Online ads that incorporate animation, video, sound, and interactivity are called ________.
A) search-related ads
B) parody ads
C) content-based ads
D) digital catalogs
E) rich media ads
70) In ________, text-based ads and links appear alongside search engine results on sites such as
Google, Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
71) ________ involves creating a Web site, video, e-mail, mobile message, advertisement, or
other marketing event that is so infectious that customers will seek it out or pass it along to their
friends.
A) Drip marketing
B) Ambush marketing
C) Native advertising
D) Viral marketing
E) Semantic targeting
72) Which of the following statements is true of viral marketing?
A) Marketers have significant control over where their viral messages end up.
B) Viral marketing gives consumers online places to congregate, socialize, and exchange views.
C) Because customers find and pass along the message, viral marketing can be very inexpensive.
D) In viral marketing, links appear alongside search engine results on sites such as Google and
Bing.
E) Viral marketing messages are blocked by most search engines, security software, and social
networking sites.
73) Which of the following is most likely a disadvantage of viral marketing?
A) Viral marketing usually takes time to make an impact.
B) Viral marketing is very expensive.
C) Marketers have little control over who receives the viral message.
D) Viral marketing messages are offensive to the audiences who are not a part of the targeted
market.
E) Viral marketing messages are blocked by most search engines.
74) ________ are communities over the Internet where people congregate, socialize, and
exchange views and information.
A) Corporate Web sites
B) Interactive television
C) Digital catalogs
D) Online social networks
E) Content sponsorships
75) Which of the following is a challenge of marketing through online social networks?
A) Users often resent intrusive marketing messages on social networks.
B) Users seldom have control over the online social networks.
C) Most existing networks are already controlled by major corporations and therefore do not
favor competitors.
D) It is difficult to get the approval of the online advisory board to post an ad in a social network.
E) Marketing via online social networks is expensive and time-consuming.
76) A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-
mailboxes.
A) catalog
B) podcast
C) spam
D) tweet
E) blog
77) Which of the following best describes permission-based e-mail marketing?
A) sending unsolicited, unwanted commercial e-mail messages
B) sending requests to users to join online social networking communities
C) sending e-mail pitches only to customers who "opt-in"
D) offering free promotional materials to new customers
E) gathering demographic details for customer databases
78) Which of the following is true about e-mail marketing messages?
A) E-mail marketing messages involve sending an offer, announcement, reminder, or samples to
a person living at a particular address.
B) E-mail marketing messages involve connecting directly with carefully targeted consumers,
exclusively on a one-to-one, interactive basis.
C) E-mail marketing messages are effective in reaching the desired target market and result in
low costs.
D) E-mail marketing messages cost more per thousand people reached than mass media such as
television or magazines.
E) E-mail marketing messages create a stronger emotional connection with the customers
compared to traditional direct mail.
79) ________ features marketing messages and promotions delivered to on-the-go consumers
through their handheld devices.
A) Kiosk marketing
B) Ambush marketing
C) Direct-mail marketing
D) Mobile marketing
E) Catalog marketing
80) Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that
welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner
Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows
customers to individually design their own shoes and share them among their circles on the Web
site. Which of the following best describes myrunnersprintz.com?
A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) online community
81) Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of
services offered by the firm. It also has a guestbook where customers can provide feedback on
their experiences with Oscarz Aviation. GoOscarzAv.com is an example of a(n) ________.
A) online social network
B) blog
C) kiosk
D) corporate Web site
E) digital catalog
82) While comparing hotel rates on Google's search engine, Brenda came across text-based ads
and links alongside the search results. This form of advertising is known as ________.
A) contextual advertising
B) rich media ads
C) content sponsorship
D) aerial advertising
E) space advertising
83) Uptown-Clean Crew is a company that provides house cleaning services in major urban and
suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting
the company's services and posted it online. Soon the video was a rage as customers who saw the
video found it hilarious and they passed it on to their friends and colleagues calling it the
"Uptown comedy." Which form of marketing is illustrated from this scenario?
A) affinity marketing
B) viral marketing
C) alliance marketing
D) multi-level marketing
E) ambush marketing
84) Runners can compare performances, set up profiles, meet new people, and share information
on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.
A) podcast
B) blog
C) online community
D) content sponsorship program
E) kiosk
85) After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for
the customer database. Kelly was given a form which required her to fill in her name, date of
birth, and e-mail address. Kelly then checked a box that was next to the following statement
:"Yes, I would like to receive weekly promotional information from Land's End online." Which
of the following practices is evident from this scenario?
A) e-mail hosting service
B) e-mail spoofing
C) catalog marketing
D) contextual advertising
E) permission-based e-mail marketing
86) Spartan Sportsgear is a company that sells sports equipments for adventure sports. It recently
launched ExtremeSpartan.com to showcase products and provide testimonials of famous
adventure sports athletes who use Spartan's products. Which of the following best describes
ExtremeSpartan.com?
A) corporate Web site
B) digital catalog
C) social network
D) podcast
E) blog
87) Gant Hardwares is a huge chain of hardware stores. GantHardwares.com helps customers
conduct product research and also lets them order directly online or redirects them to the nearest
Gant retail store. Which of the following best describes GantHardwares.com?
A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog
88) AskKarl.com is a local search engine Web site that exclusively caters to people in New
England. When users search for information, text-based ads related to the search appear
alongside the search results. Which of the following is illustrated from this example?
A) contextual advertising
B) pixel advertising
C) digital catalog
D) kiosk marketing
E) podcasts
89) Travelurcity.com is a Web site that lets users search for the best vacation deals. Once
decided, the user then books the air tickets for the place he or she has chosen. Travelurcity.com
has a flight-ticket schedule and guide that is maintained by Flamingo Airways' Web site where
users are redirected for booking air tickets. Which of the following best describes Flamingo
Airways' promotion strategy?
A) kiosk marketing
B) rich media ads
C) digital catalog
D) podcasts
E) content sponsorship
90) Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown
to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best
describes these mails?
A) malware
B) adware
C) Trojan
D) firewall
E) spam
91) While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a
statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the
following types of marketing is illustrated in this example?
A) telemarketing
B) viral marketing
C) direct response television marketing
D) contextual advertising
E) permission-based e-mail marketing
92) Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent
Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
93) Which of the following is NOT a deception or fraud concern for Internet users and
marketers?
A) phishing
B) viral marketing
C) malware
D) cyber spying
E) spyware
94) Which of the following acts requires that Web site operators obtain parental consent before
collecting personal information about children under the age of 13?
A) Safe Children's Act of 2001
B) Children's Online Privacy Protection Act
C) Children's Online Protection Act
D) Adam Walsh Child Protection and Safety Act
E) Children's Act for Responsible Employment
95) The ________ was established by the Direct Marketing Association.
A) Privacy Promise to American Consumers
B) Trusted Email Open Standard
C) Children's Online Privacy Protection Act
D) CAN-SPAM legislation
E) Do Not Call Registry
96) According to the "Privacy Promise to American Consumers" program, DMA members need
to comply with which of the following consumer privacy rules?
A) agree to notify customers when any personal information is rented, sold, or exchanged with
others
B) offer to register all customers in the National Do Not Call Registry
C) make sure that consumers are adhering to the Children's Online Privacy Protection Act
D) educate consumers on the Can Spam legislation
E) include the advertising option icon to let consumers know why they are being targeted
97) Charlie Putnam received an e-mail promoting a new financial services institution that offers
surprisingly low mortgage rates. The e-mail simply asked customers to provide their address,
date of birth, social security number, and current mortgage information in order to receive a free
loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-
mail was a fraud. This is an example of ________.
A) cyberbullying
B) phishing
C) adware
D) spamdexing
E) viral marketing
98) Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors
Corporation. The e-mail asked Josh to send his bank account details and social security number
to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so
was apprehensive about providing his bank details without verification. Which of the following
is illustrated from this scenario?
A) adware
B) viral marketing
C) telemarketing
D) cyberbullying
E) phishing
