Ch. 17 Quiz

Which of the following correctly identifies what direct and digital marketing offer​ sellers? A) ​Inexpensive, efficient, and fast B) Inexpensive, effective, and fast C) Slow, inexpensive, and efficient D) Costly, fast, and effective E) Costly, efficient, and fast

A) Inexpensive, efficient, and fast

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? A) Permission-based email marketing B) Mobile marketing C) Online advertising D) Branded web communities E) Blogs

B) Mobile marketing

Which of the following statements regarding mobile marketing is​ correct? A) Mobile advertising spending in the United States is declining. B) Smartphones can be very useful in shopping situations. C) Like other types of​ advertising, mobile ads are not very engaging. D) Most smartphone owners do not use mobile apps. E) Mobile marketing is not used by companies to stimulate immediate buying.

B) Smartphones can be very useful in shopping situations

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." A) spamming B) permission based email marketing C) personalized email D) viral marketing E) unsolicited email marketing

B) permission based email marketing

Direct mail is well suited for which of the​ following? A) Building brand community B) Real-time marketing C) Direct, one-to-one communications D) Engaging customers anytime and anywhere during the buying process E) Offering interactive content

C) Direct, one-to-one communications

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? A) Irritation B) Fraudulent online schemes C) Invasion of privacy D) Phishing E) Spamming

C) Invasion of Privacy

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​ __________. A) unauthorized access B) internet fraud C) phishing D) spamming E) an infomercial

C) phishing

Which of the following is a potential disadvantage to using blogs for​ marketing? A) Blogs are only available from third parties. B) Blogs are a​ one-way communication channel. C) Blogs have limited reach. D) Blogs are a​ user-controlled medium. E) Blogs are impersonal

D) Blogs are a user-controlled medium

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? A) ZoomSystem B) Infomercial C) DRTV D) Kiosk E) iTV

D) Kiosk

Which of the following correctly identifies forms of digital direct​ marketing? A) Telemarketing, direct-mail​ marketing, and catalog marketing B) Direct-response TV​ marketing, telemarketing, and​ direct-mail marketing C) Telemarketing, face-to-face​ selling, and kiosk marketing D) Online​ marketing, social media​ marketing, and mobile marketing E) Kiosk​ marketing, telemarketing, and​ direct-response TV marketing

D) Online marketing, social media marketing, and mobile marketing

One drawback to viral marketing is that​ __________. A) it allows only for negative exposure to a brand B) videos are not available through viral marketing C) people tend to ignore it D) marketers cannot control where users pass along the message E) it is expensive

D) marketers cannot control where users pass along the message

What are the two main forms of online​ advertising? A) Search-related ads and coupons B) Online display ads and rich media ads C) Search-related ads and contextual advertising D) Online display ads and interactive ads E) Display ads and​ search-related ads

E) Display ads and search-related ads

What is meant by the term​ "the Internet of​ Things" (IoT)? A) That marketers can make things happen on the internet B) That only tangible goods are sold online C) That the digital age has not changed the way marketers do things D) That the internet is an actual thing consisting of hardware and software E) That everyone and everything may soon be connected digitally

E) That everyone and everything may soon be connected digitally

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. A) branded B) brand equity C) brand engagement D) brand-sponsored E) brand community

E) brand community

Buyers have increased their use of direct and digital marketing because they are​ __________. A) easy, private, and expensive B) easy, convenient, and public C) easy, convenient, and impersonal D) convenient, private, and hard to use E) easy, convenient, and private

E) easy, convenient, and private