Marketing Ch. 14 - one

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________. A) display advertisement B) contextual advertisement C) digital catalog D) community Web site E) Web blog

B

Which of the following is a transaction site? A) Wikipedia B) Yahoo C) eBay D) IMDB E) Facebook

C

Which of the following is a direct digital marketing tool? A) printed catalog B) direct mail C) telephone D) television E) blog

E

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. A) blog B) catalog C) search engine D) spam post E) viral message

A

Which of the following is most likely a consequence of permission-based e-mail marketing? A) higher return rates B) excessive spamming C) increased consumer frustration D) lower consumer response rates E) reduced consumer interaction

A

Which of the following is true of viral marketing? A) It is the digital version of word-of-mouth marketing. B) It refers to online marketing problems caused by technical glitches. C) It is another term for the unethical invasion of online privacy. D) It is an automated system that manages digital sales and marketing functions. E) It is a system that allows a supplier to access a customer's inventory levels online.

A

For most companies, the first step in conducting online marketing is to ________. A) place an ad online B) send e-mails C) create a Web site D) create a social networking site E) place search-related ads

C

How has the Internet most likely affected direct and digital marketing? A) The time taken by marketers to reach customer segments has increased. B) The role of technology has become less intense. C) The expenditures on direct and digital marketing have increased. D) The growth of digital sales has seen a significant downturn. E) The number of mass marketing forms has expanded.

C

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A) Undifferentiated and differentiated B) Mass and targeted C) Direct and digital D) Internal and external E) Standardized and customized

C

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. A) Viral advertisements B) Social media sites C) Online display ads D) Digital catalogs E) Printed catalogs

C

Which of the following are the fastest-growing forms of marketing? A) direct and digital B) undifferentiated and differentiated C) internal and external D) mass and targeted E) standardized and customized

A

Which of the following is a traditional direct marketing tool? A) catalog B) e-mail C) blog D) online advertisement E) Web site

A

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________. A) branded community Web site B) promotional Web site C) interactive Web site D) e-tailing Web site E) direct marketing Web site

A

Which of the following account for the largest portion of firms' online advertising spending? A) display and search-related advertisements B) search-related and rich media advertisements C) digital and rich media advertisements D) community Web sites and blog posts E) blog posts and digital media Answer: A

A

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. A) direct-mail marketing B) viral marketing C) catalog marketing D) contextual advertising E) display advertising

B

In which of the following cases is a firm employing omni-channel retailing? A) E-tailers such as Hammon.com market their products through a strong online presence. B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores. C) Russel Stores' sales operations are based on heavy outbound telephone marketing. D) Lues Wholesalers markets its products to retailers through personal selling. E) Local convenience stores promote products through word-of-mouth marketing.

B

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing. A) corporate intranet B) online video C) viral blog D) media portal E) digital kiosk

B

Which of the following is most likely true about the digital age with regards to marketing? A) The number of businesses connecting people over digital networks is in decline. B) Digital networks allow marketers many ways to build customer relationships. C) The Internet has had little impact on the ways consumers purchase products. D) Most firms are shifting back to traditional marketing forms to build customer value. E) Online-only marketing is more commonly used by firms than multichannel marketing.

B

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. A) use traditional direct marketing forms B) adopt direct-mail marketing C) use omni-channel retailing D) develop retail transaction sites E) expand their outside sales forces

C

Which of the following is a drawback of using blogs as a marketing medium? A) Advertising on a blog is typically very expensive. B) It is difficult to use blogs to reach highly targeted audiences. C) The content of a blog is difficult to control. D) A company cannot have more than one blog. E) Blogs do not provide the kind of personalized medium that today's marketers want.

C

Which of the following is a primary disadvantage of viral marketing? A) The costs of viral marketing are generally too high for most companies. B) The brand associated with the viral message is usually forgotten. C) Marketers have little control over who receives a viral message. D) Viral messages are less likely to be viewed than other types of online promotions. E) Viral messages are blocked by most search engines.

C

Which of the following is the primary purpose of branded community Web sites? A) displaying digital catalogues B) providing detailed descriptions of products C) creating customer-product engagement D) selling products and services E) sending direct mails to consumers

C

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. A) search engines B) content sites C) transaction sites D) e-tailers E) iTV sites

D

Which of the following is a form of online advertising? A) direct mail B) rich media ad C) toll-free number D) search-related ad E) printed catalog

D

Which of the following is most likely true about direct and digital marketing? A) They make it increasingly difficult for sellers to adjust their prices. B) They provide sellers a high-cost alternative for reaching their markets. C) They have become less dependent on social media and the Internet. D) They provide buyers with anytime, anywhere access to products. E) They reduce the number of interaction options between buyers and sellers.

D

Which of the following is most likely true about e-mail marketing? A) It cannot be personalized for individual consumers. B) It is a traditional form of direct marketing. C) It is restricted to the use of personal computers. D) It is used by marketers to send highly targeted messages. E) It is always non-intrusive in nature due to spam filters.

D

Which of the following statements is most likely true about direct and digital marketing? A) They are used to sell goods to an undifferentiated market segment. B) They are inconvenient and lengthen the process for most buyers. C) They remain unaffected by the rapid growth of technologies. D) They build customer engagement and constitute a complete model for doing business. E) They are rarely used by companies as supplementary channels.

D

________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs. A) Digital marketing B) Social media marketing C) Direct marketing D) Online marketing E) Multimedia marketing

D

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used? A) phishing site B) online forum C) Web blog D) community Web site E) marketing Web site

E

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome? A) direct mail B) infomercial C) printed catalogue D) branded community Web site E) marketing Web site

E