Marketing Chapter 14

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

A

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

A

Which of the following is true regarding the forms of direct and digital​ marketing? A. Traditional direct marketing tools are still used but are no longer important. B. Online marketing is the only form of direct and digital marketing. C. Marketers today only use direct and digital marketing. D. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. E. Direct and digital marketing does not include mobile marketing.

D

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

E

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 using direct and digital marketing cannot solicit questions and feedback from customers. C. For​ sellers, direct and digital marketing is inflexible. D. For​ sellers, using direct and digital marketing is expensive. E. Sellers have opportunities to engage in​ real-time marketing.

E

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

A

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

A

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

B

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

B

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

D

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

D

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

E

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

A

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

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. Catalog marketing D. Telemarketing E. Kiosk marketing

A

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

C

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

C

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

C

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

C

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

C

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

C

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

C

​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. iTV B. an infomercial C. phishing D. TV E. TV^2

A

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

E

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

E