Ch 14 Quiz

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. marketing C. social marketing D. interactive websites E. brand community

brand community

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. ​permission-based e-mail marketing B. mobile marketing C. blogs D. branded web communities E. online advertising

mobile marketing

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

online forum

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

online marketing

___ means sending email pitches only to customers who​ "opt in." A. phishing B. unsolicited email marketing C. spamming D. viral marketing . E. ​permission-based email marketing

permission-based email marketing

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

New digital and the more traditional forms of direct marketing must be blended and integrated

One challenge of social media marketing is​ _____________________ A. social media does not lend itself to targeting B. the fact that it is not​ cost-effective C. social media is not​ cost-effective D. social networks are largely​ user-controlled E. the fact that social marketing has not spread globally

social networks are largely​ user-controlled

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

phishing

The benefits of direct and digital marketing for buyers are that they are​ _________. 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

easy, convenient, and private

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​ _____________. A. ​cost-effective B. targeted and personal C. engaging D. immediate and timely E. interactive

interactive

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​ ________ marketing. A. DRTV B. interactive TV C. infomercial D. kiosk E. website

kiosk

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

marketing

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

Blogs can be difficult for the company to control.

A form of television marketing which persuasively describes a product and give customers a​ toll-free number or an online site for ordering is known as​ _________________. A. catalog marketing B. kiosk marketing C. telemarketing D. interactive television marketing E. DRTV marketing

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

Direct and digital marketing`

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

Direct-mail marketing

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

viral marketing

___________ is perhaps the biggest advantage of social media. A. the low cost B. The potential to grow an audience base C. Engagement and social sharing capabilities . D. ​User-controlled content E. Return on investment

Engagement and social sharing capabilities

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

Invasion of privacy

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

Kiosk marketing

Which of the following represent the newer tools of digital direct​ marketing? A. ​Telemarketing, face-to-face​ selling, and kiosk marketing B. ​Direct-response TV​ marketing, telemarketing, and​ direct-mail marketing C. Online​ marketing, social media​ marketing, and mobile marketing D. ​Telemarketing, direct-mail​ marketing, and catalog marketing E. Kiosk​ marketing, telemarketing, and​ direct-response TV marketing

Online​ marketing, social media​ marketing, and mobile marketing

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix? A. Through​ fund-raising B. Search advertising C. Online videos . D. Email marketing E. Branded web communities

Search advertising

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

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

What event or circumstance has made mobile marketing a must for most​ brands? A. Unlimited consumer data plans B. The decline of traditional marketing forms C. Widespread adoption of mobile devices D. Widespread use of mobile devices by preteens E. Heavy use of mobile devices in international markets

Widespread adoption of mobile devices

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

e-tailers