Ch 17 Marketing
D
A blog is a(n) ________. A. type of online advertising B. text- and image-based ad and link that appears atop or alongside search engine results C. type of personalized, targeted e-mail D. online forum E. social network
A
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Email B. Blogs C. Social media D. Websites E. Online advertising
E
Because social media are ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. engaging B. cost-effective C. immediate and timely D. targeted and personal E. interactive
A
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. mobile marketing C. telemarketing D. infomercials E. spamming
C
Forms of digital direct marketing include ________. A. direct-response TV marketing, telemarketing, and direct-mail marketing B. telemarketing, direct-mail marketing, and catalog marketing C. online marketing, social media marketing, and mobile marketing D. telemarketing, face-to-face selling, and kiosk marketing E. kiosk marketing, telemarketing, and direct-response TV marketing
A
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. kiosk B. iTV C. infomercial D. catalog E. ZoomSystem
E
Marketers use ________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. online advertising B. blogs C. branded Web communities D. permission-based e-mail marketing E. mobile marketing
D
One challenge of social media marketing is that ________. A. it can create brand communities B. it is cost-effective C. very few companies use it D. social networks are largely user controlled E. it is used for real-time marketing
E
The benefits of direct and digital marketing for buyers are that it is ________. A. convenient, private, and hard to use B. easy, convenient, and impersonal C. easy, private, and expensive D. easy, convenient, and public E. easy, convenient, and private
C
The fastest growing form of marketing is ________. A. sales promotions B. publicity and public relations C. direct and digital marketing D. television advertising E. personal selling
D
Which of the following is a potential disadvantage to using blogs for marketing? A. Blogs are only available from third parties. B. Blogs are impersonal. C. Blogs have limited reach. D. Blogs are a user-controlled medium. E. Blogs are a one-way communication channel
A
Which of the following statements regarding catalog marketing is correct? A. Printed catalogs can drive online and mobile sales. B. Marketers no longer use printed catalogs. C. Online catalogs can only offer a limited amount of merchandise. D. Digital catalogs still incur printing and mailing costs. E. Catalogs have not yet gone digital.
E
________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Product safety C. Deceptive pricing D. Deceptive advertising E. Invasion of privacy
B
The primary purpose of ________ is to present brand content that engages consumers and creates customer-brand community. A. e-mail marketing B. branded community Web sites C. blogs D. online advertising E. search-related ads
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. viral marketing C. unsolicited e-mail marketing D. permission based e-mail marketing E. phishing
B
Web sites, online advertising, e-mail, online video, and blogs are all forms of ________. A. telemarketing B. online marketing C. social media marketing D. mobile marketing E. traditional direct marketing
B
What are the two main forms of online advertising? A. Online display ads and interactive ads B. Display ads and search-related ads C. Online display ads and rich media ads D. Search-related ads and contextual advertising E. Search-related ads and coupons
E
What is the digital version of word-of-mouth marketing? A. Brand community websites B. Permission-based email C. Blogs D. Social media E. Viral marketing
D
What is the largest form of online advertising? A. "Takeover" ads B. E-mail marketing C. Display ads D. Search-related ads E. Rich media ads
D
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. Public relations C. Sales promotion D. Direct and digital marketing E. Advertising
D
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. Public relations B. Sales promotion C. Advertising D. Direct and digital marketing E. Personal selling
E
Which of the following correctly identifies forms of digital direct marketing? A. Kiosk marketing, telemarketing, and direct-response TV marketing B. Telemarketing, direct-mail marketing, and catalog marketing C. Telemarketing, face-to-face selling, and kiosk marketing D. Direct-response TV marketing, telemarketing, and direct-mail marketing E. Online marketing, social media marketing, and mobile marketing
A
Which of the following correctly identifies what direct and digital marketing offer sellers? A. Inexpensive, efficient, and fast B. Costly, efficient, and fast C. Costly, fast, and effective D. Slow, inexpensive, and efficient E. Inexpensive, effective, and fast
C
Which of the following is a form of traditional direct marketing? A. Blogs B. Mobile marketing C. Kiosk marketing D. Web sites E. Social media marketing
A
Which of the following is true regarding the forms of direct and digital marketing? A. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. B. Direct and digital marketing does not include mobile marketing. C. Online marketing is the only form of direct and digital marketing. D. Marketers today use only direct and digital marketing. E. Traditional direct marketing tools are still used but are no longer important.
C
Which of the following statement is true regarding sellers and their use of direct and digital marketing. A. For sellers, using direct and digital marketing is expensive. B. For sellers, direct and digital marketing is very inefficient. C. Sellers have opportunities to engage in real-time marketing. D. For sellers, direct and digital marketing is inflexible. E. Sellers using direct and digital marketing cannot solicit questions and feedback from customers.
D
Which of the following statements about mobile marketing is correct? A. Mobile advertising spending in the United States is declining. B. Most smartphone owners do not use mobile apps. C. Like other types of advertising, mobile ads are not very engaging. D. Smartphones can be useful in shopping situations. E. Mobile marketing is not used by companies to stimulate immediate buying.
E
Which of the following statements regarding catalog marketing is true? A. Catalogs have not yet gone digital. B. Digital catalogs still incur printing and mailing costs. C. Online catalogs can offer only a limited amount of merchandise. D. Marketers no longer use printed catalogs. E. Printed catalogs can drive online and mobile sales.
D
Which of the following statements regarding mobile marketing is correct? A. Mobile advertising spending in the United States is declining. B. Mobile marketing is not used by companies to stimulate immediate buying. C. Most smartphone owners do not use mobile apps. D. Smartphones can be very useful in shopping situations. E. Like other types of advertising, mobile ads are not very engaging.
B
Which of the following would represent a niche online social networking site? A. Google+ B. Birdpost C. YouTube D. Facebook E. LinkedIn
