Marketing Chapter 17 Quiz
Which of the following would represent a niche online social networking site? A. LinkedIn B. Facebook C. Birdpost D. Google+ E. YouTube
Birdpost
Which of the following is a potential disadvantage to using blogs for marketing? A. Blogs are a user-controlled medium. B. Blogs are only available from third parties. C. Blogs have limited reach. D. Blogs are impersonal. E. Blogs are a one-way communication channel.
Blogs are a user-controlled medium.
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. Public relations B. Sales promotion C. Advertising D. Direct and digital marketing E. Personal selling
Direct and digital marketing
Direct mail is well suited for which of the following? A. Building brand community B. Offering interactive content C. Real-time marketing D. Direct, one-to-one communications E. Engaging customers anytime and anywhere during the buying process
Direct, one-to-one communications
What are the two main forms of online advertising? A. Display ads and search-related ads B. Online display ads and interactive ads C. Search-related ads and coupons D. Online display ads and rich media ads E. Search-related ads and contextual advertising
Display ads and search-related ads
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Social media B. Websites C. Blogs D. Email E. Online advertising
According to the text, what is the toughest public policy issue now confronting the direct marketing industry? A. Irritation B. Phishing C. Invasion of privacy D. Fraudulent online schemes E. Spamming
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? A. Infomercial B. ZoomSystem C. DRTV D. Kiosk E. iTV
Kiosk
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. Branded web communities B. Online advertising C. Blogs D. Permission-based email marketing E. Mobile marketing
Mobile marketing
Which of the following correctly identifies forms of digital direct marketing? A. Telemarketing, face-to-face selling, and kiosk marketing B. Kiosk marketing, telemarketing, and direct-response TV marketing C. Online marketing, social media marketing, and mobile marketing D. Direct-response TV marketing, telemarketing, and direct-mail marketing E. Telemarketing, direct-mail marketing, and catalog marketing
Online marketing, social media marketing, and mobile marketing
Which of the following statements regarding catalog marketing is correct? A. Digital catalogs still incur printing and mailing costs. B. Online catalogs can only offer a limited amount of merchandise. C. Printed catalogs can drive online and mobile sales. D. Catalogs have not yet gone digital. E. Marketers no longer use printed catalogs.
Printed catalogs can drive online and mobile sales.
Which of the following statements regarding mobile marketing is correct? A. Mobile marketing is not used by companies to stimulate immediate buying. B. Mobile advertising spending in the United States is declining. C. Like other types of advertising, mobile ads are not very engaging. D. Most smartphone owners do not use mobile apps. E. Smartphones can be very useful in shopping situations.
Smartphones can be very useful in shopping situations.
Which of the following is a challenge to marketers regarding their use of social media? A. Very few consumers use it. B. It can be used for real-time marketing. C. Social networks are largely user controlled. D. It can create brand communities. E. It is cost-effective.
Social networks are largely user controlled.
What is meant by the term "the Internet of Things" (IoT)? A. That everyone and everything may soon be connected digitally B. That the digital age has not changed the way marketers do things C. That only tangible goods are sold online D. That marketers can make things happen on the internet E. That the internet is an actual thing consisting of hardware and software
That everyone and everything may soon be connected digitally
What is the digital version of word-of-mouth marketing? A. Social media B. Viral marketing C. Permission-based email D. Blogs E. Brand community websites
Viral marketing
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. brand-sponsored B. branded C. brand engagement D. brand equity E. brand community
brand community
The fastest growing form of marketing is __________. A. sales promotions B. television advertising C. direct and digital marketing D. personal selling E. publicity and public relations
direct and digital marketing
Buyers have increased their use of direct and digital marketing because they are __________. A. convenient, private, and hard to use B. easy, convenient, and impersonal C. easy, convenient, and private D. easy, private, and expensive E. easy, convenient, and public
easy, convenient, and private
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________. A. interactive B. immediate and timely C. cost-effective D. engaging E. targeted and personal
interactive
One drawback to viral marketing is that __________. A. people tend to ignore it B. it is expensive C. marketers cannot control where users pass along the message D. it allows only for negative exposure to a brand E. videos are not available through viral marketing
marketers cannot control where users pass along the message
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." A. permission based email marketing B. viral marketing C. spamming D. personalized email E. unsolicited email marketing
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 __________. A. internet fraud B. phishing C. an infomercial D. unauthorized access E. spamming
phishing
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________. A. advertised B. noninteractive C. flashy D. colorful E. useful
useful
Which of the following correctly identifies what direct and digital marketing offer sellers? A. Inexpensive, effective, and fast B. Costly, fast, and effective C. Slow, inexpensive, and efficient D. Costly, efficient, and fast E. Inexpensive, efficient, and fast
Inexpensive, efficient, and fast
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. A. immediate marketing B. brand-linked marketing C. web marketing D. real-time marketing E. online marketing
real-time marketing
