chapter 14 marketing
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 using direct and digital marketing cannot solicit questions and feedback from customers. C.For sellers, direct and digital marketing is very inefficient. D.Sellers have opportunities to engage in real-time marketing. .E.For sellers, using direct and digital marketing is expensive.
Sellers have opportunities to engage in real-time marketing.
Which of the following statements about blogs is correct? A.Blogs are a company-controlled medium. B.Companies cannot gain insights from their blogs. C.They are expensive to start and maintain. D.Blogs can be difficult for the company to control. E.For consumers, they are impersonal.
Blogs can be difficult for the company to control.
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.Marketers today only use direct and digital marketing. C.Traditional direct marketing tools are still used but are no longer important. D.Online marketing is the only form of direct and digital marketing. E.Direct and digital marketing does not include mobile marketing.
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
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.Sales promotion D.Personal selling E.advertising
Direct and digital marketing
_____ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A.Telemarketing B.Direct-mail marketing C.Direct-response television marketing D.Kiosk marketing E.Catalog marketing
Direct-mail marketing
How does Google earn approximately 90% of its revenues? A.Selling contextual advertising B.Selling subscriptions to the site. C.Through fund-raising D.Selling information to technology businesses E.Selling search results
Selling contextual advertising
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A.phishing B.marketing C.e-mail D.branded community E.search engine
marketing
Which of the following statements about mobile marketing is correct? A.Like other types of advertising, mobile ads are not very engaging. B.Most smartphone owners do not use mobile apps. C.Mobile marketing is not used by companies to stimulate immediate buying. D.Smartphones can be very useful in shopping situations. .E.Mobile advertising spending in the U.S. is declining.
Smartphones can be very useful in shopping situations.
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
e-tailers
The primary purpose of _________ websites is to present brand content that engages consumers and creates customer-brand community. A.e-mail B.content C.branded community .D.marketing E.search engine
branded community
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A.Junk mail B.Invasion of privacy C.Deceptive pricing D.Irritation 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
The benefits of direct and digital marketing for buyers are that it is _________. A.easy, convenient and impersonal B.convenient, private and hard to use C.easy, convenient and public D.easy, private and expensive E.easy, convenient and private
easy, convenient and private
According to the text, _______ is perhaps the biggest advantage of social media. A.user-controlled content B.the potential for intrusiveness C.the low cost D.return on investment E.engagement and social sharing capabilities
engagement and social sharing capabilities
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.TVsquared2 C.TV D.an infomercial E.phishing
iTV
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback. A.interactive B.cost-effective C.immediate and timely D.targeted and personal E.engaging
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 direct marketing tool called a(n) _________. A.infomercial B.kiosk .C.DRTV D.iTV E.website
kiosk
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes. A.blogs B.mobile marketing C.permission-based e-mail marketing D.online advertising E.branded web communities
mobile marketing
blog is a(n) ______. A.mobile app B.online forum C.text- and image-based ad and link that appears atop or alongside search engine results D.type of online advertising E.type of targeted e-mail
online forum
Webites, online advertising, email, online video, and blogs are all forms of ______. A.telemarketing B.online marketing C.mobile marketing D.social media marketing E.traditional direct marketing
online marketing
Forms of digital and social media marketing include ______. A.telemarketing, direct-mail marketing, and catalog marketing B.kiosk marketing, telemarketing and direct-response TV marketing C.direct-response TV marketing, telemarketing and direct-mail marketing D.online marketing, social media marketing, and mobile marketing E.telemarketing, face-to-face selling, and kiosk marketing
online marketing, social media marketing, and mobile marketing
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.phishing B.spamming C.permission-based e-mail marketing D.unsolicited e-mail marketing E.viral marketing
permission-based e-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.spamming C.phishing .D.telemarketing E.infomercials
phishing
One challenge of social media marketing is that ___________. A.social networks are largely user-controlled .B.very few companies use it C.it is cost-effective D.it has not spread globally E.it is used for real-time marketing
social networks are largely user-controlled
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.e-mail marketing B.viral marketing .C.online marketing D.omni-channel marketing E.search engine marketing
viral marketing