Chapter 17 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. Direct and digital marketing B. Advertising C. Personal selling D. Public relations E. Sales promotion
A
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. A. real-time marketing B. web marketing C. brand-linked marketing D. online marketing E. immediate marketing
A
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________. A. interactive B. cost-effective C. targeted and personal D. engaging E. immediate and timely
A
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." A. permission based email marketing B. unsolicited email marketing C. viral marketing D. spamming E. personalized email
A
Which of the following is a challenge to marketers regarding their use of social media? A. Social networks are largely user controlled. B. Very few consumers use it. C. It can be used for real-time marketing. D. It is cost-effective. E. It can create brand communities.
A
Which of the following is a potential disadvantage to using blogs for marketing? A. Blogs are a user-controlled medium. B. Blogs have limited reach. C. Blogs are a one-way communication channel. D. Blogs are impersonal. E. Blogs are only available from third parties.
A
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________. A. advertised B. useful C. noninteractive D. flashy E. colorful
B
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. internet fraud B. phishing C. spamming D. an infomercial E. unauthorized access
B
Which of the following correctly identifies what direct and digital marketing offer sellers? A. Costly, efficient, and fast B. Inexpensive, efficient, and fast C. Slow, inexpensive, and efficient D. Costly, fast, and effective E. Inexpensive, effective, and fast
B
Which of the following statements regarding mobile marketing is correct? A. Mobile marketing is not used by companies to stimulate immediate buying. B. Smartphones can be very useful in shopping situations. C. Like other types of advertising, mobile ads are not very engaging. D. Mobile advertising spending in the United States is declining. E. Most smartphone owners do not use mobile apps.
B
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Websites B. Online advertising C. Email D. Blogs E. Social media
C
Which of the following statements regarding catalog marketing is correct? A. Marketers no longer use printed catalogs. B. Online catalogs can only offer a limited amount of merchandise. C. Printed catalogs can drive online and mobile sales. D. Digital catalogs still incur printing and mailing costs. E. Catalogs have not yet gone digital.
C
According to the text, what is the toughest public policy issue now confronting the direct marketing industry? A. Irritation B. Spamming C. Phishing D. Invasion of privacy E. Fraudulent online schemes
D
The fastest growing form of marketing is __________. A. publicity and public relations B. television advertising C. personal selling D. direct and digital marketing E. sales promotions
D
What is meant by the term "the Internet of Things" (IoT)? A. That marketers can make things happen on the internet B. That the internet is an actual thing consisting of hardware and software C. That only tangible goods are sold online D. That everyone and everything may soon be connected digitally E. That the digital age has not changed the way marketers do things
D
Buyers have increased their use of direct and digital marketing because they are __________. A. easy to use, convenient, and public B. easy to use, convenient, and impersonal C. convenient, private, and hard to use D. easy to use, private, and expensive E. easy to use, convenient, and private
E
Direct mail is well suited for which of the following? A. Building brand community B. Offering interactive content C. Engaging customers anytime and anywhere during the buying process D. Real-time marketing E. Direct, one-to-one communications
E
What are the two main forms of online advertising? A. Online display ads and rich media ads B. Search-related ads and coupons C. Search-related ads and contextual advertising D. Online display ads and interactive ads E. Display ads and search-related ads
E
What is the digital version of word-of-mouth marketing? A. Social media B. Blogs C. Brand community websites D. Permission-based email E. Viral marketing
E
Which of the following correctly identifies forms of digital direct marketing? A. Kiosk marketing, telemarketing, and direct-response TV marketing B. Direct-response TV marketing, telemarketing, and direct-mail 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
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. Blogs B. Online advertising C. Permission-based email marketing D. Branded web communities E. Mobile marketing
E
Which of these represents an online social media platform? A. Apple's website B. eBay C. Etsy D. Google E. Facebook
E
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. brand engagement B. brand-sponsored C. brand community D. brand equity E. branded
c
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. DRTV C. Kiosk D. Infomercial E. ZoomSystem
c
One drawback to viral marketing is that __________. A. it is expensive B. it allows only for negative exposure to a brand C. marketers cannot control where users pass along the message D. videos are not available through viral marketing E. people tend to ignore it
c
