Chapter 17 Marketing Multiple Choice

Which of the following is true about online direct marketing?

Online direct marketing allows sellers to create immediate, timely, and personal offers.

________ are communities over the Internet where people congregate, socialize, and exchange views and information.

Online social networks

Most companies use direct marketing as a supplementary channel or medium.

True

________ involves creating a video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

Viral marketing

Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site?

aggressively promoting the site in broadcast advertising and through ads and links on other sites

Which term best describes sites such as the New York Times on the Web and ESPN.com?

content site

Which of the following is the fastest growing form of direct marketing?

digital marketing

Fiona Lambrech is the marketing director of a newly established detergent company. In order to introduce her product effectively into the market, Fiona sends samples of the detergent to a select group of individuals. Which of the following forms of marketing was most likely used by Fiona?

direct-mail marketing

Neal Murphy sells his company's unique products on television programs. He hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

direct-response television advertising

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

e-tailers

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

infomercial

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

instant deals and digital coupons

Green Gardens is a click-and-mortar company that sells gardening and landscaping goods and equipment. When customers are unable to find a product they need on the shelves of their local Green Gardens store, customers order the product online with the help of the in-store ordering machine. Which of the following best describes the ordering machine?

kiosk

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

live product demonstrations

Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?

marketing Web site

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

need for sales training

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

online community

Which of the following best describes permission-based e-mail marketing?

sending e-mail pitches only to customers who "opt-in"

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

spam

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

Blogs