Chapter 17

According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly? A. Email B. Blogs C. Websites D. Social media E. Online advertising

A

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? A. Invasion of privacy B. Irritation C. Phishing D. Fraudulent online schemes E. Spamming

A

Direct mail is well suited for which of the​ following? A. ​Direct, one-to-one communications B. ​Real-time marketing C. Building brand community D. Engaging customers anytime and anywhere during the buying process E. Offering interactive content

A

What is the digital version of​ word-of-mouth marketing? A. Viral marketing B. Social media C. Blogs D. ​Permission-based email E. Brand community websites

A

Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and​ relationship-building processes? A. Mobile marketing B. Branded web communities C. ​Permission-based email marketing D. Blogs E. Online advertising

A

Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. A. brand engagement B. brand community C. brand equity D. branded E. ​brand-sponsored

B

One drawback to viral marketing is that​ __________. A. videos are not available through viral marketing B. marketers cannot control where users pass along the message C. it allows only for negative exposure to a brand D. people tend to ignore it E. it is expensive

B

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." A. spamming B. permission based email marketing C. unsolicited email marketing D. viral marketing E. personalized email

B

Which of the following is a potential disadvantage to using blogs for​ marketing? A. Blogs are only available from third parties. B. Blogs are a​ user-controlled medium. C. Blogs are a​ one-way communication channel. D. Blogs are impersonal. E. Blogs have limited reach.

B

Consumers may receive an​ email, 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. spamming B. unauthorized access C. phishing D. an infomercial E. internet fraud

C

Which of the following correctly identifies what direct and digital marketing offer​ sellers? A. ​Slow, inexpensive, and efficient B. ​Inexpensive, effective, and fast C. ​Inexpensive, efficient, and fast D. ​Costly, fast, and effective E. ​Costly, efficient, and fast

C

Which of the following is a challenge to marketers regarding their use of social​ media? A. It is​ cost-effective. B. It can create brand communities. C. Social networks are largely user controlled. D. It can be used for​ real-time marketing. E. Very few consumers use it.

C

A marketing website should be easy to use and visually appealing. To be​ effective, these websites must also be​ __________. A. advertised B. flashy C. noninteractive D. useful E. colorful

D

Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________. A. web marketing B. ​brand-linked marketing C. online marketing D. ​real-time marketing E. immediate marketing

D

Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing​ tool? A. ZoomSystem B. iTV C. Infomercial D. Kiosk E. DRTV

D

Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is​ __________. A. engaging B. ​cost-effective C. targeted and personal D. interactive E. immediate and timely

D

The fastest growing form of marketing is​ __________. A. sales promotions B. personal selling C. publicity and public relations D. direct and digital marketing E. television advertising

D

What are the two main forms of online​ advertising? A. Online display ads and interactive ads B. ​Search-related ads and contextual advertising C. ​Search-related ads and coupons D. Display ads and​ search-related ads E. Online display ads and rich media ads

D

What is meant by the term​ "the Internet of​ Things" (IoT)? A. That the internet is an actual thing consisting of hardware and software B. That the digital age has not changed the way marketers do things C. That marketers can make things happen on the internet D. That everyone and everything may soon be connected digitally E. That only tangible goods are sold online

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

D

Which of the following correctly identifies forms of digital direct​ marketing? 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. Online​ marketing, social media​ marketing, and mobile marketing E. ​Telemarketing, direct-mail​ marketing, and catalog marketing

D

Which of the following statements regarding catalog marketing is​ correct? A. Online catalogs can only offer a limited amount of merchandise. B. Marketers no longer use printed catalogs. C. Digital catalogs still incur printing and mailing costs. D. Printed catalogs can drive online and mobile sales. E. Catalogs have not yet gone digital.

D

Which of the following statements regarding mobile marketing is​ correct? A. Like other types of​ advertising, mobile ads are not very engaging. 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. Mobile advertising spending in the United States is declining.

D

Which of the following would represent a niche online social networking​ site? A. LinkedIn B. YouTube C. Facebook D. Birdpost E. ​Google+

D

Buyers have increased their use of direct and digital marketing because they are​ __________. A. ​easy, private, and expensive B. ​convenient, private, and hard to use C. ​easy, convenient, and public D. ​easy, convenient, and impersonal E. ​easy, convenient, and private

E