Ch. 14 Marketing Set
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. Marketers today only use direct and digital marketing. D. Direct and digital marketing does not include mobile marketing. E. Traditional direct marketing tools are still used but are no longer important.
A. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Invasion of privacy B. Deceptive pricing C. Junk mail D. Irritation E. Deceptive advertising
A. Invasion of privacy
Which of the following statements about mobile marketing is correct? A. Smartphones can be very useful in shopping situations. B. Mobile advertising spending in the U.S. is declining. C. Like other types of advertising, mobile ads are not very engaging. D. Mobile marketing is not used by companies to stimulate immediate buying. E. Most smartphone owners do not use mobile apps.
A. 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. branded community B. content C. search engine D. e-mail E. marketing
A. branded community
A blog is a(n) ______. A. online forum B. mobile app C. type of targeted e-mail D. text- and image-based ad and link that appears atop or alongside search engine results E. type of online advertising
A. online forum
One challenge of social media marketing is that ___________. A. social networks are largely user-controlled B. very few companies use it C. it has not spread globally D. it is used for real-time marketing E. it is cost-effective
A. social networks are largely user-controlled
Which of the following statements is true regarding sellers and their use of direct and digital marketing? A. For sellers, direct and digital marketing is inflexible. B. Sellers have opportunities to engage in real-time marketing. C. For sellers, direct and digital marketing is very inefficient. D. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. E. For sellers, using direct and digital marketing is expensive.
B. Sellers have opportunities to engage in real-time marketing.
A. Selling information to technology businesses B. Selling contextual advertising C. Through fund-raising D. Selling search results E. Selling subscriptions to the site.
B. Selling contextual advertising
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. search engine marketing B. viral marketing C. e-mail marketing D. omni-channel marketing E. online marketing
B. viral marketing
Which of the following statements about blogs is correct? A. They are expensive to start and maintain. B. Blogs are a company-controlled medium. C. Blogs can be difficult for the company to control. D. Companies cannot gain insights from their blogs. E. For consumers, they are impersonal.
C. Blogs can be difficult for the company to control.
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. content sites B. search-engine portals C. transaction sites D. e-tailers E. online social media
D. e-tailers
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. iTV B. website C. infomercial D. kiosk E. DRTV
D. kiosk
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes. A. blogs B. permission-based e-mail marketing C. online advertising D. mobile marketing E. branded web communities
D. mobile marketing
Which of the following is a form of traditional direct marketing? A. Blogs B. Websites C. Social media marketing D. Mobile marketing E. Kiosk marketing
E. Kiosk marketing
According to the text, _______ is perhaps the biggest advantage of social media. A. the potential for intrusiveness B. the low cost C. user-controlled content D. return on investment E. engagement and social sharing capabilities
E. engagement and social sharing capabilities
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. immediate and timely B. targeted and personal C. engaging D. cost-effective E. interactive
E. interactive
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. iTV B. TV C. an infomercial D. TVsquared2 E. phishing
A. iTV
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. marketing B. branded community C. e-mail D. phishing E. search engine
A. marketing
The benefits of direct and digital marketing for buyers are that it is _________. A. easy, convenient and private B. easy, convenient and impersonal C. convenient, private and hard to use D. easy, convenient and public E. easy, private and expensive
A. 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. permission-based e-mail marketing B. phishing C. viral marketing D. spamming E. unsolicited e-mail marketing
A. permission-based e-mail 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. Public relations B. Sales promotion C. Direct and digital marketing D. advertising E. Personal selling
C. Direct and digital marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Catalog marketing B. Direct-response television marketing C. Direct-mail marketing D. Kiosk marketing E. Telemarketing
C. Direct-mail 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. infomercials C. phishing D. spamming E. telemarketing
C. phishing
Webites, online advertising, email, online video, and blogs are all forms of ______. A. telemarketing B. social media marketing C. traditional direct marketing D. mobile marketing E. online marketing
E. online marketing
Forms of digital and social media marketing include ______. A. direct-response TV marketing, telemarketing and direct-mail marketing B. kiosk marketing, telemarketing and direct-response TV 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. online marketing, social media marketing, and mobile marketing