Why have direct-response television commercials seen an increase in popularity in recent years?

- It is has become simpler to replicate the success of classic direct-response TV ads that introduced items

such as the Veg-O-Matic and the Beef Jerky Machine.

- Traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized firms.

- Return on advertising investment can be easily measured.

- The popularity of home shopping channels has lent direct-response commercials more credibility.

Which is

NOT

one of the ways a company can conduct online marketing?

- creating a Web site

- placing ads online

- calling their customers to complete surveys

- participating in Web communities

What is the main purpose of a corporate Web site?

- to sell the companys products directly

- to build customer goodwill

- to show a catalog and give shopping tips

- to give out coupons and tell about sales events or contests

Marketers of which of the following types of products would likely find it most challenging to attract visitors to

a brand or marketing Web site?

- writing tools

- financial services

- computers

- stereo equipment

Which 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.

Which is a challenge of marketing through online social networks?

- Existing networks are resistant to direct advertising.

- Users may resent an intrusive marketing message.

- It is hard to measure how frequently networks are used and by how many participants.

- Most existing networks are already controlled by major corporations.

Which illustrates a firm employing multichannel marketing

- E-tailers such as Hammon.com market their products through a strong online presence.

- Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

- Lues Wholesalers markets its products to retailers through personal selling.

- Local convenience stores promote products through word-of-mouth marketing.

What are the two goals of direct marketing?

- to identify a potential customer and obtain an immediate response

- to obtain an immediate response and to facilitate a purchase

- to obtain an immediate response and build a lasting customer relationship

- to provide information and build a lasting customer relationship

Global marketing differs from domestic marketing in that:

- the overall risk will be less in international markets than in a domestic market.

- promotion is usually easier to implement in most international markets.

- pricing in international markets is simpler because global market prices fluctuate less than prices within one

country.

- institutions and personal values in global markets usually differ from domestic ones.