Chapter 14 Quiz

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control.

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​ _________________.

DRTV 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?

Direct and digital marketing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.

Direct-mail marketing

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix?

Search advertising

Which of the following statements is correct regarding sellers and their use of direct and digital​ marketing?

Sellers have opportunities to engage in real-time marketing.

What event or circumstance has made mobile marketing a must for most​ brands?

Widespread adoption of mobile devices

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase.

brand community

The benefits of direct and digital marketing for buyers are that they are​ _________.

easy, convenient, and private

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​_____________.

interactive

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.

kiosk

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.

marketing

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes?

mobile marketing

A blog is​ a(n) ______.

online forum

Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ______.

online marketing

______ means sending email pitches only to customers who​ "opt in."

permission-based email marketing

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​ ______.

phishing

One challenge of social media marketing is​ _____________________

social networks are largely user-controlled

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​ _______.

viral marketing

​____________________ is perhaps the biggest advantage of social media.

Engagement and social sharing capabilities

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.

Invasion of privacy

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

Which of the following is correct regarding the forms of direct and digital​ marketing?

New digital and more traditional forms of direct marketing must be blended and integrated

Which of the following represent the newer tools of digital direct​ marketing?

Online marketing, social media marketing, and mobile marketing

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.

e-tailers