Chapter 17

A marketing website should be easy to use and visually appealing. To be​ effective, these websites must also be​ __________. A. colorful B. noninteractive C. flashy D. useful E. advertised

D. Useful

What is the digital version of​ word-of-mouth marketing? A. Viral marketing B. Brand community websites C. Blogs D. ​Permission-based email E. Social media

A. Viral marketing

Priceline.com sells its services through​ __________. A. direct marketing as a supplementary channel B. direct mail C. personal selling D. mass marketing E. direct and digital marketing

A. direct marketing as a supplementary channel

Which of the following would represent a niche online social networking​ site? A. Facebook B. Birdpost C. ​Google+ D. YouTube E. LinkedIn

B. Birdpost

Why should companies use mobile marketing​ responsibly? A. Mobile marketing engages customers​ anywhere, anytime during the buying and may affect the​ relationship-building process. B. Companies risk angering already​ ad-weary consumers. C. ​Today's rich-media mobile ads can create substantial engagement and impact. D. Mobile marketing may stimulate immediate buying. E. Mobile marketing may provide unwanted incentives when consumers are just going to make a choice.

B. Companies risk angering already​ ad-weary consumers.

What are the two main forms of online​ advertising? A. Online display ads and rich media ads B. Display ads and​ search-related ads C. ​Search-related ads and contextual advertising D. Online display ads and interactive ads E. ​Search-related ads and coupons

B. Display ads and​ search-related ads

One of the challenges of social media marketing is that social media​ __________.<b> A. are interactive and complex B. are largely user controlled C. are immediate and timely D. are targeted and personal E. facilitate engagement and social sharing

B. are largely user controlled

The fastest growing form of marketing is​ __________. A. personal selling B. direct and digital marketing C. television advertising D. sales promotions E. publicity and public relations

B. direct and digital marketing

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. iTV B. Infomercial C. Kiosk D. ZoomSystem E. DRTV

C. Kiosk

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

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

​__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A. Spam B. ​Pop-unders C. Phishing D. Snapchat E. ​Direct-response TV commercial

C. Phishing

What is meant by the term​ "the Internet of​ Things" (IoT)? A. That the digital age has not changed the way marketers do things B. That marketers can make things happen on the internet C. That everyone and everything may soon be connected digitally D. That the internet is an actual thing consisting of hardware and software E. That only tangible goods are sold online

C. That everyone and everything may soon be connected digitally

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. spamming B. unauthorized access C. phishing D. internet fraud E. an infomercial

C. phishing

According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly? A. Blogs B. Social media C. Email This is the correct answer.D. Websites E. Online advertising

C. email

One drawback to viral marketing is that​ __________. A. videos are not available through viral marketing B. people tend to ignore it C. it is expensive D. marketers cannot control where users pass along the message E. it allows only for negative exposure to a brand

D. marketers cannot control where users pass along the message

Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________. A. immediate marketing B. online marketing C. ​brand-linked marketing D. ​real-time marketing E. web marketing

D. ​real-time marketing

Which of the following is a potential disadvantage to using blogs for​ marketing? A. Blogs are a​ one-way communication channel. B. Blogs have limited reach. C. Blogs are only available from third parties. D. Blogs are impersonal. E. Blogs are a​ user-controlled medium.

E. Blogs are a​ user-controlled medium.

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. Advertising D. Sales promotion E. Direct and digital marketing

E. Direct and digital marketing

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. Online advertising B. ​Permission-based email marketing C. Blogs D. Branded web communities E. Mobile marketing

E. Mobile marketing

Which of the following is a challenge to marketers regarding their use of social​ media? A. It can create brand communities. B. Very few consumers use it. C. It can be used for​ real-time marketing. D. It is​ cost-effective. E. Social networks are largely user controlled.

E. Social networks are largely user controlled.

The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to​ __________. A. ​face-to-face selling B. catalog marketing C. telemarketing D. ​direct-mail marketing E. online sales

E. online sales

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." A. personalized email B. viral marketing C. spamming D. unsolicited email marketing E. permission based email marketing

E. permission based email marketing

Which of the following correctly identifies what direct and digital marketing offer​ sellers? A. ​Costly, efficient, and fast B. ​Inexpensive, effective, and fast C. ​Slow, inexpensive, and efficient D. ​Costly, fast, and effective E. ​Inexpensive, efficient, and fast

E. ​Inexpensive, efficient, and fast

Buyers have increased their use of direct and digital marketing because they are​ __________. A. ​easy, convenient, and impersonal B. ​easy, convenient, and public C. ​easy, private, and expensive D. ​convenient, private, and hard to use E. ​easy, convenient, and private

E. ​easy, convenient, and private