Chapter Quiz 14

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

C. marketing

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. DRTV marketing B. interactive television marketing C. kiosk marketing D. telemarketing E. catalog marketing

A. DRTV marketing

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

A. Widespread adoption of mobile devices

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

B. Search advertising

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

B. brand community

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

C. Blogs can be difficult for the company to control.

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

C. Online​ marketing, social media​ marketing, and mobile 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. Personal selling B. Advertising C. Public relations D. Direct and digital marketing E. Sales promotion

D. Direct and digital marketing

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

E. Direct-mail marketing

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

E. Invasion of privacy

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. transaction sites B. online social media C. content sites D. ​search-engine portals E. e-tailers

E. e-tailers

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

E. mobile marketing

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

E. online forum

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

E. online marketing

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

C. permission-based email marketing

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

C. social networks are largely​ user-controlled

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

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

The benefits of direct and digital marketing for buyers are that they are​ _________. A. easy, convenient, and impersonal B. easy, convenient, and public C. easy, private, and expensive D. easy, convenient, and private E. convenient, private, and hard to use

D. easy, convenient, and private

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

E. phishing

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

E. viral marketing

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. website B. kiosk C. interactive TV D. infomercial E. DRTV

B. kiosk

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

D. Engagement and social sharing capabilities

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

D. Kiosk marketing

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

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

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

E. interactive