Ch. 14 Marketing Set

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

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

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

A. Invasion of privacy

Which of the following statements about mobile marketing is​ correct? A. Smartphones can be very useful in shopping situations. B. Mobile advertising spending in the U.S. is declining. 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. Most smartphone owners do not use mobile apps.

A. 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. branded community B. content C. search engine D. e-mail E. marketing

A. branded community

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

A. online forum

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

A. social networks are largely​ user-controlled

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

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

A. Selling information to technology businesses B. Selling contextual advertising C. Through​ fund-raising D. Selling search results E. Selling subscriptions to the site.

B. Selling contextual advertising

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

B. viral marketing

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. Companies cannot gain insights from their blogs. E. For​ consumers, they are impersonal.

C. Blogs can be difficult for the company to control.

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

D. e-tailers

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. kiosk

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

D. mobile marketing

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

E. Kiosk marketing

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

E. engagement and social sharing capabilities

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

E. interactive

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

A. iTV

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

A. marketing

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

A. ​easy, convenient and private

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

A. ​permission-based e-mail marketing

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

C. Direct and digital marketing

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

C. Direct-mail marketing

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

C. phishing

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

E. online marketing

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

E. online​ marketing, social media​ marketing, and mobile marketing