MAR QUIZ #14

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

A

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, convenient and impersonal E. ​easy, private and expensive

A

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

A

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

A

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

B

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

B

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

B

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

B

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

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. unsolicited​ e-mail marketing C. phishing D. ​permission-based e-mail marketing E. viral marketing

D

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

E

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

E

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

E

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

E

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

E

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

E

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

A

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

B

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

B

Which of the following statements about mobile marketing is​ correct? A. Most smartphone owners do not use mobile apps. B. Smartphones can be very useful in shopping situations. C. Like other types of​ advertising, mobile ads are not very engaging. D. Mobile marketing is not used by companies to stimulate immediate buying. E. Mobile advertising spending in the U.S. is declining.

B

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

B

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

C

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

C

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. ​omni-channel marketing C. viral marketing D. ​e-mail marketing E. online marketing

C

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

C