Chapter Quiz 14
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. phishing B. search engine C. marketing D. e-mail E. branded community
C. marketing
A form of television marketing which persuasively describes a product and give customers a toll-free number or an online site for ordering is known as _________________. A. DRTV marketing B. interactive television marketing C. kiosk marketing D. telemarketing E. catalog marketing
A. DRTV marketing
What event or circumstance has made mobile marketing a must for most brands? A. Widespread adoption of mobile devices B. Widespread use of mobile devices by preteens C. Heavy use of mobile devices in international markets D. Unlimited consumer data plans E. The decline of traditional marketing forms
A. Widespread adoption of mobile devices
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Online videos B. Search advertising C. Email marketing D. Through fund-raising E. Branded web communities
B. Search advertising
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. brand community C. marketing D. interactive websites E. social marketing
B. brand community
Which of the following statements about blogs is correct? A. They are expensive to start and maintain. B. For consumers, they are impersonal. C. Blogs can be difficult for the company to control. D. Companies cannot gain insights from their blogs. E. Blogs are a company-controlled medium.
C. Blogs can be difficult for the company to control.
Which of the following represent the newer tools of digital direct marketing? A. Telemarketing, direct-mail marketing, and catalog marketing B. Kiosk marketing, telemarketing, and direct-response TV marketing C. Online marketing, social media marketing, and mobile marketing D. Telemarketing, face-to-face selling, and kiosk marketing E. Direct-response TV marketing, telemarketing, and direct-mail marketing
C. Online marketing, social media marketing, and mobile marketing
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? A. Personal selling B. Advertising C. Public relations D. Direct and digital marketing E. Sales promotion
D. Direct and digital marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Telemarketing B. Kiosk marketing C. Direct-response television marketing D. Catalog marketing E. Direct-mail marketing
E. Direct-mail marketing
___________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Deceptive pricing B. Deceptive advertising C. Junk mail D. Irritation E. Invasion of privacy
E. Invasion of privacy
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. transaction sites B. online social media C. content sites D. search-engine portals E. e-tailers
E. e-tailers
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes? A. blogs B. online advertising C. branded web communities D. permission-based e-mail marketing E. mobile marketing
E. mobile marketing
A blog is a(n) ______. A. text- and image-based ad and link that appears atop or alongside search engine results B. type of targeted e-mail C. mobile app D. type of online advertising E. online forum
E. online forum
Websites, online advertising, email, online video, and blogs are all forms of ______. A. traditional direct marketing B. social media marketing C. mobile marketing D. telemarketing E. online marketing
E. online marketing
______ means sending email pitches only to customers who "opt in." A. phishing B. viral marketing C. permission-based email marketing D. unsolicited email marketing E. spamming
C. permission-based email marketing
One challenge of social media marketing is _____________________ A. the fact that social marketing has not spread globally B. the fact that it is not cost-effective C. social networks are largely user-controlled D. social media does not lend itself to targeting E. social media is not cost-effective
C. social networks are largely user-controlled
Which of the following is correct regarding the forms of direct and digital marketing? A. Marketers today only use direct and digital marketing. B. Online marketing is the only form of direct and digital marketing. C. Traditional direct marketing tools are still used but are no longer important. D. New digital and the more traditional forms of direct marketing must be blended and integrated E. Direct and digital marketing does not include mobile marketing.
D. New digital and the more traditional forms of direct marketing must be blended and integrated
The benefits of direct and digital marketing for buyers are that they are _________. A. easy, convenient, and impersonal B. easy, convenient, and public C. easy, private, and expensive D. easy, convenient, and private E. convenient, private, and hard to use
D. easy, convenient, and private
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers 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. telemarketing B. infomercials C. mobile marketing D. spamming E. phishing
E. phishing
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______. A. online marketing B. omni-channel marketing C. search engine marketing D. e-mail marketing E. viral marketing
E. viral marketing
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of ________ marketing. A. website B. kiosk C. interactive TV D. infomercial E. DRTV
B. kiosk
____________________ is perhaps the biggest advantage of social media. A. Return on investment B. User-controlled content C. the low cost D. Engagement and social sharing capabilities E. The potential to grow an audience base
D. Engagement and social sharing capabilities
Which of the following is a form of traditional direct marketing? A. Social media marketing B. Mobile marketing C. Blogs D. Kiosk marketing E. Websites
D. Kiosk marketing
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. For sellers, direct and digital marketing are inflexible. B. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. C. For sellers, direct and digital marketing are very inefficient. D. For sellers, using direct and digital marketing is expensive. E. Sellers have opportunities to engage in real-time marketing.
E. Sellers have opportunities to engage in real-time marketing.
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________. A. engaging B. immediate and timely C. targeted and personal D. cost-effective E. interactive
E. interactive