Ch. 17 Quiz
Which of the following correctly identifies what direct and digital marketing offer sellers? A) Inexpensive, efficient, and fast B) Inexpensive, effective, and fast C) Slow, inexpensive, and efficient D) Costly, fast, and effective E) Costly, efficient, and fast
A) Inexpensive, efficient, and fast
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) Permission-based email marketing B) Mobile marketing C) Online advertising D) Branded web communities E) Blogs
B) Mobile marketing
Which of the following statements regarding mobile marketing is correct? A) Mobile advertising spending in the United States is declining. B) Smartphones can be very useful in shopping situations. C) Like other types of advertising, mobile ads are not very engaging. D) Most smartphone owners do not use mobile apps. E) Mobile marketing is not used by companies to stimulate immediate buying.
B) Smartphones can be very useful in shopping situations
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) personalized email D) viral marketing E) unsolicited email marketing
B) permission based email marketing
Direct mail is well suited for which of the following? A) Building brand community B) Real-time marketing C) Direct, one-to-one communications D) Engaging customers anytime and anywhere during the buying process E) Offering interactive content
C) Direct, one-to-one communications
According to the text, what is the toughest public policy issue now confronting the direct marketing industry? A) Irritation B) Fraudulent online schemes C) Invasion of privacy D) Phishing E) Spamming
C) Invasion of Privacy
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) unauthorized access B) internet fraud C) phishing D) spamming E) an infomercial
C) phishing
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 one-way communication channel. C) Blogs have limited reach. D) Blogs are a user-controlled medium. E) Blogs are impersonal
D) Blogs are a user-controlled medium
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) Infomercial C) DRTV D) Kiosk E) iTV
D) Kiosk
Which of the following correctly identifies forms of digital direct marketing? A) Telemarketing, direct-mail marketing, and catalog marketing B) Direct-response TV marketing, telemarketing, and direct-mail marketing C) Telemarketing, face-to-face selling, and kiosk marketing D) Online marketing, social media marketing, and mobile marketing E) Kiosk marketing, telemarketing, and direct-response TV marketing
D) Online marketing, social media marketing, and mobile marketing
One drawback to viral marketing is that __________. A) it allows only for negative exposure to a brand B) videos are not available through viral marketing C) people tend to ignore it D) marketers cannot control where users pass along the message E) it is expensive
D) marketers cannot control where users pass along the message
What are the two main forms of online advertising? A) Search-related ads and coupons B) Online display ads and rich media ads C) Search-related ads and contextual advertising D) Online display ads and interactive ads E) Display ads and search-related ads
E) Display ads and search-related ads
What is meant by the term "the Internet of Things" (IoT)? A) That marketers can make things happen on the internet B) That only tangible goods are sold online C) That the digital age has not changed the way marketers do things D) That the internet is an actual thing consisting of hardware and software E) That everyone and everything may soon be connected digitally
E) That everyone and everything may soon be connected digitally
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) branded B) brand equity C) brand engagement D) brand-sponsored E) brand community
E) brand community
Buyers have increased their use of direct and digital marketing because they are __________. A) easy, private, and expensive B) easy, convenient, and public C) easy, convenient, and impersonal D) convenient, private, and hard to use E) easy, convenient, and private
E) easy, convenient, and private