Marketing Chapter 17
Which of the following is true regarding the forms of direct and digital marketing? A.Marketers today use only direct and digital marketing. B.Traditional direct marketing tools are still used but are no longer important. C.Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. D.Online marketing is the only form of direct and digital marketing. E.Direct and digital marketing does not include mobile marketing.
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
Why should companies use mobile marketing responsibly? A.Mobile marketing may stimulate immediate buying. B.Mobile marketing may provide unwanted incentives when consumers are just going to make a choice. C.Companies risk angering already ad-weary consumers. D.Mobile marketing engages customers anywhere, anytime during the buying and may affect the relationship-building process. E.Today's rich-media mobile ads can create substantial engagement and impact.
Companies risk angering already ad-weary consumers.
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.Personal selling B.Sales promotion C.Public relations D.Direct and digital marketing E.Advertising
Direct and digital marketing
__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A.Direct-response TV commercial B.Phishing C.Snapchat D.Pop-unders E.Spam
Phishing
Which of the following statements regarding catalog marketing is true? A.Catalogs have not yet gone digital. B.Printed catalogs can drive online and mobile sales. C.Online catalogs can offer only a limited amount of merchandise. D.Marketers no longer use printed catalogs. E.Digital catalogs still incur printing and mailing costs.
Printed catalogs can drive online and mobile sales.
What is the largest form of online advertising? A.Display ads B.Rich media ads C."Takeover" ads D.Search-related ads E.E-mail marketing
Search-related ads
One of the challenges of social media marketing is that social media __________. A.are immediate and timely B.facilitate engagement and social sharing C.are targeted and personal D.are largely user controlled E.are interactive and complex
are largely user controlled
__________ is/are considered a consumer-controlled digital media. A.Contextual advertising B.Blogs C.Online videos D.Viral marketing E.Brand community websites
blogs
what is a potential disadvantage to using blogs for marketing?
blogs are a user-controlled medium
The primary purpose of ________ is to present brand content that engages consumers and creates customer-brand community. A.blogs B.online advertising C.branded community Web sites D.search-related ads E.e-mail marketing
branded community Web sites
The fastest growing form of marketing is ________. A.publicity and public relations B.sales promotions C.television advertising D.personal selling E.direct and digital marketing
direct and digital marketing
Priceline.com sells its services through __________. A.personal selling B.mass marketing C.direct and digital marketing D.direct mail E.direct marketing as a supplementary channel
direct marketing as a supplementary channel
Many consumers today rent DVDs from a vending machine called "Redbox," which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called a(n) ________. A.iTV B.infomercial C.ZoomSystem D.catalog E.kiosk
kiosk
Which of the following is a form of traditional direct marketing? A.Web sites B.Blogs C.Mobile marketing D.Social media marketing E.Kiosk marketing
kiosk marketing
Marketers use ________ to engage customers anywhere, anytime during the buying and relationship-building processes. A.blogs B.branded Web communities C.mobile marketing D.permission-based e-mail marketing E.online advertising
mobile marketing
Advantages of mobile marketing include all of the following except __________. A.mobile marketing provides on-the-go product information, price comparisons, advice, and reviews from other consumers B.the surge in mobile web traffic has made mobile marketing a must for most brands C.marketers use mobile marketing to engage customers anywhere, anytime during the buying and relationship-building process D.mobile marketing may risk irritating consumers E.companies use mobile marketing to stimulate immediate buying
mobile marketing may risk irritating consumers
A blog is a(n) ________. A.online forum B.social network C.type of online advertising D.type of personalized, targeted e-mail E.text- and image-based ad and link that appears atop or alongside search engine results
online forum
One challenge of social media marketing is that ________. A.social networks are largely user controlled B.it is cost-effective C.very few companies use it D.it can create brand communities E.it is used for real-time marketing
social networks are largely user controlled
What is the digital version of word-of-mouth marketing
viral marketing
________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A.Deceptive advertising B.Invasion of privacy C.Product safety D.Deceptive pricing E.Junk mail
Invasion of privacy
The Privacy Promise of the DMA members involves all of the following EXCEPT: A.Members must remove the names of consumers who do not wish to receive mail, phone, or email offers. B.Companies must agree to notify customers when any personal information is rented, sold, or exchanged with others. C.MA members must follow privacy rules. D.Members can continue to contact consumers if they request to opt out. E.Companies must honor consumer requests to opt out of receiving further
Members can continue to contact consumers if they request to opt out.
Which of the following statement is true regarding sellers and their use of direct and digital marketing. A.For sellers, direct and digital marketing is inflexible. B.Sellers have opportunities to engage in real-time marketing. C.Sellers using direct and digital marketing cannot solicit questions and feedback from customers. D.For sellers, using direct and digital marketing is expensive. E.For sellers, direct and digital marketing is very inefficient.
Sellers have opportunities to engage in real-time marketing.
Which of the following statements about mobile marketing is correct? A.Most smartphone owners do not use mobile apps. B.Like other types of advertising, mobile ads are not very engaging. C.Mobile marketing is not used by companies to stimulate immediate buying. D.Mobile advertising spending in the United States is declining. E.Smartphones can be useful in shopping situations.
Smartphones can be useful in shopping situations.
Infomercials are a form of marketing considered a part of __________. A.catalog marketing B.mobile marketing C.telemarketing D.direct-response television marketing E.real marketing
direct-response television marketing
What are the two main forms of online advertising?
display ads and search-related ads
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, private, and expensive E.easy, convenient, and impersonal
easy, convenient, and private
Disadvantages of direct marketing to sellers include __________. A.personalize products and services B.learn more about customers' tastes C.interaction with limited number of customers D.speedy alternative to reach markets E.target small groups of customers
interaction with limited number of customers
Because social media are ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A.cost-effective B.targeted and personal C.immediate and timely D.engaging E.interactive
interactive
Web sites, online advertising, e-mail, online video, and blogs are all forms of ________. A.online marketing B.social media marketing C.mobile marketing D.traditional direct marketing E.telemarketing
online marketing
The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to __________. A.face-to-face selling B.direct-mail marketing C.telemarketing D.catalog marketing E.online sales
online sales
Forms of digital direct marketing include ________. A.direct-response TV marketing, telemarketing, and direct-mail marketing B.kiosk marketing, telemarketing, and direct-response TV marketing C.telemarketing, face-to-face selling, and kiosk marketing D.telemarketing, direct-mail marketing, and catalog marketing E.online marketing, social media marketing, and mobile marketing
online marketing, social media marketing, and mobile marketing
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.phishing C.viral marketing D.permission based e-mail marketing E.unsolicited e-mail marketing
permission based e-mail marketing
Consumers might receive an e-mail, 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.phishing B.spamming C.telemarketing D.mobile marketing
phishing
