MKT Chap 14
Which of the following statements about blogs is correct? A. Companies cannot gain insights from their blogs. B. Blogs are a company-controlled medium. C. Blogs can be difficult for the company to control. .D. They are expensive to start and maintain. 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. 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. Direct and digital marketing does not include mobile marketing. E. Marketers today only use direct and digital 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. Sales promotion B. advertising C. Public relations D. Direct and digital marketing E. Personal selling
Direct and digital marketing
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Deceptive advertising C. Irritation D. Invasion of privacy E. Deceptive pricing
Invasion of privacy
Which of the following is a form of traditional direct marketing? A. Social media marketing .B. Kiosk marketing C. Mobile marketing D. Blogs E. Websites
Kiosk marketing
Which of the following statements is true regarding sellers and their use of direct and digital marketing? A. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. B. For sellers, direct and digital marketing is inflexible. 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.
How does Google earn approximately 90% of its revenues? A. Selling search results .B. Through fund-raising C. Selling contextual advertising .D. Selling information to technology businesses E. Selling subscriptions to the site.
Selling contextual advertising
Which of the following statements about mobile marketing is correct? A. Smartphones can be very useful in shopping situations. B. Mobile marketing is not used by companies to stimulate immediate buying. C. Most smartphone owners do not use mobile apps. D. Like other types of advertising, mobile ads are not very engaging. E. Mobile advertising spending in the U.S. is declining.
Smartphones can be very useful in shopping situations.
The primary purpose of _________ websites is to present brand content that engages consumers and creates customer-brand community. A. content .B. e-mail C. branded community .D. marketing E. search engine
branded community
According to the text, _______ is perhaps the biggest advantage of social media. A. user-controlled content .B. return on investment C. the low cost D. engagement and social sharing capabilities .E. the potential for intrusiveness
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. an infomercial .B. TVsquared2 C. TV D. phishing E. iTV
iTV
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. targeted and personal .B. interactive C. engaging D. immediate and timely E. cost-effective
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. kiosk .B. iTV C. infomercial D. DRTV E. website
kiosk
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. phishing .B. branded community C. search engine D. marketing .E. e-mail
marketing
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. permission-based e-mail marketing .B. mobile marketing C. online advertising D. blogs E. branded web communities
mobile marketing
A blog is a(n) ______. A. type of targeted e-mail .B. online forum C. mobile app D. text- and image-based ad and link that appears atop or alongside search engine results E. type of online advertising
online forum
Webites, online advertising, email, online video, and blogs are all forms of ______. A. social media marketing B. traditional direct marketing C. mobile marketing D. telemarketing E. online marketing
online marketing
Forms of digital and social media marketing include ______. A. online marketing, social media marketing, and mobile marketing B. kiosk marketing, telemarketing and direct-response TV marketing C. direct-response TV marketing, telemarketing and direct-mail marketing D. telemarketing, face-to-face selling, and kiosk marketing E. telemarketing, direct-mail marketing, and catalog marketing
online marketing, social media marketing, and mobile 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. telemarketing C. spamming D. infomercials E. phishing
phishing
One challenge of social media marketing is that ___________. A. social networks are largely user-controlled .B. it has not spread globally C. it is cost-effective D. very few companies use it 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. omni-channel marketing C. viral marketing D. search engine marketing E. online marketing
viral marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Direct-mail marketing .B. Telemarketing C. Kiosk marketing D. Direct-response television marketing E. Catalog marketing
Direct-mail marketing
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. e-tailers .B. content sites C. transaction sites D. online social media E. search-engine portals
e-tailers
The benefits of direct and digital marketing for buyers are that it is _________. A. easy, private and expensive B. easy, convenient and impersonal C. easy, convenient and private D. easy, convenient and public E. convenient, private and hard to use
easy, convenient and private
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. unsolicited e-mail marketing C. permission-based e-mail marketing .D. spamming E. viral marketing
permission-based e-mail marketing