Chapter 14 Marketing

Which of the following statements about blogs is​ correct? A.They are expensive to start and maintain. B.Companies cannot gain insights from their blogs. C.For​ consumers, they are impersonal. D.Blogs can be difficult for the company to control. E.Blogs are a​ company-controlled medium.

Blogs can be difficult for the company to control.

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.Traditional direct marketing tools are still used but are no longer important. D.Marketers today only use direct and digital marketing. E.Online marketing is the only form of direct and digital marketing.

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing? A.For​ sellers, using direct and digital marketing is expensive. B.Sellers have opportunities to engage in​ real-time marketing. C.For​ sellers, direct and digital marketing is inflexible. D.Sellers using direct and digital marketing cannot solicit questions and feedback from customers. E.For​ sellers, direct and digital marketing is very inefficient.

Sellers have opportunities to engage in​ real-time marketing.

How does Google earn approximately​ 90% of its​ revenues? A.Selling search results B.Selling subscriptions to the site. C.Selling information to technology businesses D.Selling contextual advertising E.Through​ fund-raising

Selling contextual advertising

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 U.S. is declining. E.Smartphones can be very useful in shopping situations.

Smartphones can be very useful in shopping situations.

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community. A.content B.branded community C.e-mail D.search engine E.marketing

branded community

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.advertising B.Public relations C.Personal selling D.Direct and digital marketing E.Sales promotion

direct and digital marketing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A.Catalog marketing B.Telemarketing C.Direct-response television marketing D.Direct-mail marketing E.Kiosk marketing

direct mail marketing

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.online social media D.transaction sites E.search-engine portals

e-tailers

The benefits of direct and digital marketing for buyers are that it is​ _________. A.easy, private and expensive B.convenient, private and hard to use C.easy, convenient and private D.easy, convenient and impersonal E.easy, convenient and public

easy, convenient and private

According to the​ text, _______ is perhaps the biggest advantage of social media. A.user-controlled content B.return on investment C.engagement and social sharing capabilities D.the potential for intrusiveness E.the low cost

engagement and social sharing capabilities

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A.Invasion of privacy B.Irritation C.Junk mail D.Deceptive pricing E.Deceptive advertising

invasion of privacy

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.website B.kiosk C.infomercial D.DRTV E.iTV

kiosk

Which of the following is a form of traditional direct​ marketing? A.Websites B.Blogs C.Kiosk marketing D.Social media marketing E.Mobile marketing

kiosk marketing

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A.branded community B.e-mail C.marketing D.search engine E.phishing

marketing

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A.online advertising B.permission-based e-mail marketing C.blogs D.mobile marketing E.branded web communities

mobile marketing

A blog is​ a(n) ______. A.text- and​ image-based ad and link that appears atop or alongside search engine results B.mobile app C.type of targeted​ e-mail D.online forum E.type of online advertising

online forum

Webites, online​ advertising, email, online​ video, and blogs are all forms of​ ______ A.telemarketing B.social media marketing C.mobile marketing D.online marketing E.traditional direct marketing

online marketing

Forms of digital and social media marketing include​ ______. A.telemarketing, face-to-face​ selling, and kiosk marketing B.telemarketing, direct-mail​ marketing, and catalog marketing C.direct-response TV​ marketing, telemarketing and​ direct-mail marketing D.online​ marketing, social media​ marketing, and mobile marketing E.kiosk​ marketing, telemarketing and​ direct-response TV 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.permission-based e-mail marketing B.phishing C.viral marketing D.spamming E.unsolicited​ e-mail marketing

permission-based email marketing

One challenge of social media marketing is that​ ___________. A.it is used for​ real-time marketing B.social networks are largely​ user-controlled C.it is​ cost-effective D.it has not spread globally E.very few companies use it

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​ _______. A.search engine marketing B.online marketing C.omni-channel marketing D.viral marketing E.e-mail marketing

viral marketing

​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. TVsquared2 B.an infomercial C.iTV D.phishing E.TV

iTV

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback. A.interactive B.engaging C.immediate and timely D.cost-effective E.targeted and personal

interactive

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.infomercials B.mobile marketing C.spamming D.phishing E.telemarketing

phishing