Chapter 14 Quiz
Which of the following is true of viral marketing? A. It is the digital version of word-of-mouth marketing. B. It is another term for the unethical invasion of online privacy. C. It is a system that allows a supplier to access a customer's inventory levels online. D. It refers to online marketing problems caused by technical glitches. E. It is an automated system that manages digital sales and marketing functions.
A. It is the digital version of word-of-mouth marketing.
________ 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. A. Viral advertisements B. Online display ads C. Printed catalogs D. Social media sites E. Digital catalogs
B. Online display ads
Which kind of marketing involves sending an offer, announcement, reminder, or another item to a person at a particular postal address? A. kiosk marketing B. direct-mail marketing C. direct digital marketing D. mass marketing E. telephone marketing
B. direct-mail marketing
Which of the following is most likely true about e-mail marketing? A. It cannot be personalized for individual consumers. B. It is restricted to the use of personal computers. C. It is used by marketers to send highly targeted messages. D. It is a traditional form of direct marketing. E. It is always non-intrusive in nature due to spam filters.
C. It is used by marketers to send highly targeted messages.
________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. A. Kiosk B. Direct-mail C. Mobile D. Viral E. Mass
C. Mobile
Which of the following are the fastest-growing forms of marketing? A. undifferentiated and differentiated B. standardized and customized C. mass and targeted D. direct and digital E. internal and external
D. direct and digital
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. A. expand their outside sales forces B. use traditional direct marketing forms C. adopt direct-mail marketing D. use omni-channel retailing E. develop retail transaction sites
D. use omni-channel retailing
Kiosk marketing
Digital and touchscreen technologies, unmanned product and information kiosks
Catalog marketing
Direct Marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, presented online.
Direct response television marketing
Direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering.
Which of the following is true of marketing through blogs? A. Companies should not monitor blogs if they want to reach customers effectively. B. Blogs are a form of traditional direct marketing. C. Blogs are typically used to provide automated responses to consumer conversations. D. Starting and maintaining blogs is expensive. E. Blogs are an inexpensive yet personal way to connect with consumers.
E. Blogs are an inexpensive yet personal way to connect with consumers.
Which of the following is a direct digital marketing tool? A. television B. printed catalog C. telephone D. direct mail E. blog
E. blog
Bradley Springs, a chain of superstores, promotes its business by handing out printed materials that contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. A. e-mail marketing B. kiosk marketing C. viral marketing D. telemarketing E. catalog marketing
E. catalog marketing
Tradition DIRECT Marketing Tools
Face to face selling Direct mail marketing Catalog marketing Telemarketing Direct response television marketing Kiosk marketing
New Direct Marketing Tools
Social Media Marketing Mobile Marketing Online Marketing Web sites Online ads Email marketing Online videos Blogs or Websites
Telemarketing
Using the telephone to sell directly to customers. Purchasing convenience and increased product and service information.
