Hospitality MGT quiz 14 CH 16

The most powerful approach to integrated direct marketing is:
. multiple-vehicle, multiple-stage
Which of the following is NOT a form of direct marketing
d. marketing web site
Interchanges of ideas in forums and Internet news groups are functions of which domain
C2C (Customer 2 Customer)
When dealing with issues of Internet privacy, the group we have to be the most concerned about are:
the children
Explain the concept of viral marketing:
Viral marketing is the Internet version of word-of-mouth marketing—Web sites, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends. Viral marketing, because consumers are passing the messages, can be very inexpensive. And, when the information comes from a friend, the recipient is much more likely to open and read the message
Which of the following statements is true?
Nearly every socioeconomic group has adopted the Web
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships is known as
direct marketing
A central repository of an organization’s customer information is know as:
. data warehouse
Which of the following is a reason direct marketing has grown?
precision targeting
To attract new visitors and to encourage revisits, e-marketers should pay close attention to the seven Cs of effective Web site design. What are these seven Cs?
Context: the site’s layout and design

Content: the text, pictures, sound, and video that the Web site contains

Community: the ways that the site enables user-to-user communication

Customization: the site’s ability to tailor itself to different users or to allow users to personalize the site

Communication: the ways the site enables site-to-user, user-to-site, or two- communication

Connection: the degree that the site is linked to other sites

Commerce: the site’s capabilities to enable commercial transactions