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Refer to the scenario below to answer the following questions.
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature. In
recent years, owner Gary Zahn has served as the local representative of several musical
instrument manufacturers, providing a contact person for three local schools. He sends a sample
of a manufacturer's products to schools that request a demonstration or presentation. "If we don't
have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era
or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of
his time making presentations to beginners at the local schools and making biweekly visits to the
schools to deliver instruments, make minor repairs, or pick up instruments to ship to the
manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could
benefit a variety of customers. He began with a simple Web site which provided information
about the store and the types of gifts and services available. The site received so much response
that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I
get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs
two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to
accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our
novelties sales have doubled!"
99) Which of the following best describes Treble Clef?
A) click-only company
B) click-and-mortar company
C) brick-and-mortar company
D) shell company
E) buy-here pay-here company
100) Gary sends samples of sheet music to schools for demonstration or presentation. Which of
the following types of marketing is being illustrated from this statement?
A) kiosk marketing
B) ambush marketing
C) direct-mail marketing
D) telemarketing
E) direct-response television marketing
101) Direct marketing seldom occurs on a one-to-one, interactive basis.
102) For customers, the benefits of direct marketing are being able to shop online anytime and
anywhere.
103) Direct marketing is an expensive way of reaching target markets.
104) An organized collection of comprehensive data about individual customers or prospects is
called spam.
105) The demographic data of a customer is comprised of his or her age, income, family
members, and birthdays.
106) Digital catalogs eliminate printing and mailing costs.
107) With outbound telephone marketing, the company provides a toll-free phone number to
receive orders from television ads, print ads, direct mail, and catalogs.
108) Interactive TV (iTV) lets viewers interact with television programming and advertising.
109) You receive a text message on your phone from Upscale Furnishings about an upcoming
sale on custom furniture. Upscale Furnishings is developing a direct customer relationship with
you through kiosk marketing.
110) Kiosk marketing connects users around the world to each other and to an amazingly large
information repository.
111) Click-only companies operate solely on the Internet.
112) Business-to-Business (B-to-B) online marketing refers to businesses selling goods and
services online to final consumers.
113) B-to-B marketers reach new business customers, sell to current customers effectively, and
obtain buying efficiencies and better prices.
114) Podcasts are online journals where people post their thoughts, usually on a narrow topic.
115) In consumer-to-business (C-to-B) online marketing, consumers can search out sellers
online, learn about their offers, initiate purchases, and give feedback.
116) Companies such as Craigslist.com facilitate C-to-C online marketing.
117) C-to-B online marketing often involves the interchange of information through Internet
forums that includes customers' praise for and complaints about products.
118) Corporate Web sites are designed to build customer goodwill, collect customer feedback,
and supplement other sales channels rather than to sell the company's products directly.
119) A marketing Web site interacts with consumers to move them closer to a direct purchase or
other marketing outcome.
120) Rich media ads are text-based ads and links that appear alongside search engine results on
sites such as Google, Yahoo!, and Bing.
121) Viral marketing allows marketers to send tailored messages to targeted customers who have
chosen to receive them.
122) Marketing Web sites give consumers online places to congregate, socialize, and exchange
views and information.
123) Spam is unsolicited, unwanted commercial e-mail messages that clog up users' e-mailboxes.
124) Kiosk marketing features marketing messages and promotions delivered to on-the-go
consumers through their mobile devices.
125) One common form of Internet fraud is phishing, a type of identity theft that uses deceptive
e-mails and fraudulent online sites to fool users into divulging personal data.
126) Explain the major benefits of direct marketing to both customers and sellers.
127) How can a customer database be used as a relationship-building tool?
128) Identify the major advantage of the following forms of direct marketing: telephone, direct
mail, catalog, direct-response television, and kiosk.
129) How has the implementation of the National Do-Not-Call Registry changed telephone
marketing?
130) List and briefly describe the four major online marketing domains.
131) How do Internet consumers differ from traditional offline consumers?
132) Compare and contrast the purpose and content of a corporate Web site to that of a
marketing Web site.
133) What are the characteristics of a successful Web site?
134) Describe two ways that marketers can participate in online social networks. What are the
challenges and advantages of these approaches?
135) Internet marketing practices have raised a number of ethical and legal questions. Why is
invasion of privacy perhaps the number-one online marketing concern?
136) How does direct marketing give buyers access to more comparative information about
companies, products, and competitors?
137) How does online marketing provide flexibility for sellers?
138) What kind of information is likely to be included in a business-to-business customer
database?
139) Why are people reached by direct mail better prospects for a company than those reached
by mass media such as television or magazines?
140) Why are printed catalogs still thriving in the face of the growing popularity of Web-based
catalogs?
141) Explain how the creation of the National Do Not Call Registry may have helped
telemarketers more than it hurt them.
142) Why is the use of direct-response television growing in popularity?
143) Provide an example of how a marketer uses kiosk marketing.
144) How can firms that use new direct marketing technologies avoid backlash from consumers
who view such marketing as an invasion of privacy?
145) What types of services do B-to-B marketers offer online?
146) Explain how a company benefits from monitoring the blogosphere.
147) Provide two reasons on why companies are shifting more of their marketing dollars to
online advertising.
148) What is the purpose of content sponsorship?
149) Explain the goal of viral marketing.
150) How has the direct marketing industry taken steps to address privacy and security concerns?
