MAR QUIZ #14
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. interactive B. immediate and timely C. engaging D. cost-effective E. targeted and personal
A
The benefits of direct and digital marketing for buyers are that it is _________. A. easy, convenient and private B. easy, convenient and public C. convenient, private and hard to use D. easy, convenient and impersonal E. easy, private and expensive
A
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. Direct and digital marketing B. Public relations C. Personal selling D. Sales promotion E. advertising
A
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Direct-mail marketing B. Direct-response television marketing C. Telemarketing D. Kiosk marketing E. Catalog marketing
A
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. content sites B. e-tailers C. search-engine portals D. transaction sites E. online social media
B
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 direct marketing tool called a(n) _________. A. DRTV B. kiosk C. website D. iTV E. infomercial
B
One challenge of social media marketing is that ___________. A. very few companies use it B. social networks are largely user-controlled C. it is used for real-time marketing D. it has not spread globally E. it is cost-effective
B
The primary purpose of _________ websites is to present brand content that engages consumers and creates customer-brand community. A. e-mail B. branded community C. marketing D. search engine E. content
B
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. e-mail B. search engine C. phishing D. marketing E. branded community
D
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in." A. spamming B. unsolicited e-mail marketing C. phishing D. permission-based e-mail marketing E. viral marketing
D
According to the text, _______ is perhaps the biggest advantage of social media. A. the potential for intrusiveness B. return on investment C. user-controlled content D. the low cost E. engagement and social sharing capabilities
E
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. spamming B. infomercials C. mobile marketing D. telemarketing E. phishing
E
Forms of digital and social media marketing include ______. A. telemarketing, face-to-face selling, and kiosk marketing B. kiosk marketing, telemarketing and direct-response TV marketing C. telemarketing, direct-mail marketing, and catalog marketing D. direct-response TV marketing, telemarketing and direct-mail marketing E. online marketing, social media marketing, and mobile marketing
E
How does Google earn approximately 90% of its revenues? A. Selling search results B. Selling information to technology businesses C. Selling subscriptions to the site. D. Through fund-raising E. Selling contextual advertising
E
Which of the following is a form of traditional direct marketing? A. Websites B. Mobile marketing C. Blogs D. Social media marketing E. Kiosk marketing
E
H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called ________. A. phishing B. an infomercial C. TV D. TVsquared2 E. iTV
E
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Invasion of privacy B. Deceptive pricing C. Deceptive advertising D. Irritation E. Junk mail
A
Which of the following is true regarding the forms of direct and digital marketing? A. Direct and digital marketing does not include mobile marketing. B. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. C. Online marketing is the only form of direct and digital marketing. D. Traditional direct marketing tools are still used but are no longer important. E. Marketers today only use direct and digital marketing.
B
Which of the following statements about blogs is correct? A. Blogs are a company-controlled medium. B. Blogs can be difficult for the company to control. C. They are expensive to start and maintain. D. For consumers, they are impersonal. E. Companies cannot gain insights from their blogs.
B
Which of the following statements about mobile marketing is correct? A. Most smartphone owners do not use mobile apps. B. Smartphones can be very useful in shopping situations. C. Like other types of advertising, mobile ads are not very engaging. D. Mobile marketing is not used by companies to stimulate immediate buying. E. Mobile advertising spending in the U.S. is declining.
B
Which of the following statements is true regarding sellers and their use of direct and digital marketing? A. For sellers, direct and digital marketing is very inefficient. B. Sellers have opportunities to engage in real-time marketing. C. For sellers, using direct and digital marketing is expensive. D. For sellers, direct and digital marketing is inflexible. E. Sellers using direct and digital marketing cannot solicit questions and feedback from customers.
B
A blog is a(n) ______. A. type of targeted e-mail B. text- and image-based ad and link that appears atop or alongside search engine results C. online forum D. type of online advertising E. mobile app
C
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. permission-based e-mail marketing B. blogs C. mobile marketing D. online advertising E. branded web communities
C
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. search engine marketing B. omni-channel marketing C. viral marketing D. e-mail marketing E. online marketing
C
Webites, online advertising, email, online video, and blogs are all forms of ______. A. social media marketing B. mobile marketing C. online marketing D. traditional direct marketing E. telemarketing
C
