Business Marketing Chapter 17
The fastest growing form of marketing is __________.
direct and digital marketing
Direct mail is well suited for which of the following?
direct, one-to-one communications
What are the two main forms of online advertising?
display ads and search-related ads
Buyers have increased their use of direct and digital marketing because they are __________.
easy, convenient, and private
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in."
permission based email marketing
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called __________.
phishing
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________.
useful
Which of the following statements regarding catalog marketing is correct?
Printed catalogs can drive online and mobile sales
According to the text, what is the toughest public policy issue now confronting the direct marketing industry?
Invasion of privacy
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool?
Kiosk
What is meant by the term "the Internet of Things" (IoT)?
That everyone and everything may soon be connected digitally
Which of the following is a potential disadvantage to using blogs for marketing?
blogs are a user-controlled medium
Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
brand community
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________.
interactive
One drawback to viral marketing is that __________.
marketers cannot control where users pass along the message
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?
mobile marketing
Which of the following correctly identifies forms of digital direct marketing?
online marketing, social media marketing, and mobile marketing
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________.
real--time marketing
Which of the following statements regarding mobile marketing is correct?
smartphones can be very useful in shopping situations
Which of the following is a challenge to marketers regarding their use of social media?
social networks are largely user controlled
What is the digital version of word-of-mouth marketing?
viral marketing
Which of the following would represent a niche online social networking site?
Birdpost
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Which of the following correctly identifies what direct and digital marketing offer sellers?
inexpensive, efficient and fast
