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.