BUAD Chapter 14 Quiz
Which of the following is most likely true about the digital age with regards to marketing?
Digital networks allow marketers many ways to build customer relationships.
What is telemarketing?
It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
Which of the following is most likely true about email marketing?
It is used by marketers to send highly targeted messages.
________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video, and blogs.
Online marketing
How has the Internet most likely affected direct and digital marketing?
The expenditures on direct and digital marketing have increased.
Which of the following is most likely true about direct and digital marketing?
They build customer engagement and constitute a complete model for doing business.
Which aspect of social media sites makes the medium most appealing to niche marketers?
They cater to the needs of small communities of like-minded people.
Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.
blog
Which of the following is a direct digital marketing tool?
blogs
Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.
branded community website
Which of the following is a traditional direct marketing tool?
catalog
Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.
catalog marketing
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
direct and digital
Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
marketing website
________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.
mobile
________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.
online display ads
Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.
online video
Which of the following is a form of online advertising?
search-related ad
T/F An issue faced by social media is how to tap the marketing potential of their massive communities and make money without driving off loyal users.
true
T/F As consumers spend more and more time on their tablets and smartphones, ad spending on mobile media is exploding.
true
Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?
unsolicited outbound telemarketing by businesses
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.
viral marketing
Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?
Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.
Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario.
direct-mail marketing
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?
direct-mail marketing
