Ch 14 Quiz
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. marketing C. social marketing D. interactive websites E. brand community
brand community
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes? A. permission-based e-mail marketing B. mobile marketing C. blogs D. branded web communities E. online advertising
mobile marketing
A blog is a(n) ______. A. type of online advertising B. type of targeted e-mail C. text- and image-based ad and link that appears atop or alongside search engine results D. mobile app E. online forum
online forum
Websites, online advertising, email, online video, and blogs are all forms of ______. A. telemarketing B. social media marketing C. mobile marketing D. traditional direct marketing E. online marketing
online marketing
___ means sending email pitches only to customers who "opt in." A. phishing B. unsolicited email marketing C. spamming D. viral marketing . E. permission-based email marketing
permission-based email marketing
Which of the following is correct regarding the forms of direct and digital marketing? A. New digital and the more traditional forms of direct marketing must be blended and integrated B. Online marketing is the only form of direct and digital marketing. C. Marketers today only use direct and digital marketing. D. Traditional direct marketing tools are still used but are no longer important. E. Direct and digital marketing does not include mobile marketing.
New digital and the more traditional forms of direct marketing must be blended and integrated
One challenge of social media marketing is _____________________ A. social media does not lend itself to targeting B. the fact that it is not cost-effective C. social media is not cost-effective D. social networks are largely user-controlled E. the fact that social marketing has not spread globally
social networks are largely user-controlled
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. phishing B. spamming C. telemarketing D. infomercials E. mobile marketing
phishing
The benefits of direct and digital marketing for buyers are that they are _________. 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
easy, convenient, and private
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________. A. cost-effective B. targeted and personal C. engaging D. immediate and timely E. interactive
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 ________ marketing. A. DRTV B. interactive TV C. infomercial D. kiosk 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. marketing C. search engine D. e-mail E. branded community
marketing
Which of the following statements about blogs is correct? A. Blogs are a company-controlled medium. B. For consumers, they are impersonal. C. Companies cannot gain insights from their blogs. D. They are expensive to start and maintain. E. Blogs can be difficult for the company to control.
Blogs can be difficult for the company to control.
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. catalog marketing B. kiosk marketing C. telemarketing D. interactive television marketing E. DRTV marketing
DRTV 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. Sales promotion B. Advertising C. Public relations D. Direct and digital marketing E. Personal selling
Direct and digital marketing`
_ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Direct-response television marketing B. Catalog marketing C. Direct-mail marketing D. Kiosk marketing . E. Telemarketing
Direct-mail marketing
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. viral marketing C. omni-channel marketing D. e-mail marketing E. search engine marketing
viral marketing
___________ is perhaps the biggest advantage of social media. A. the low cost B. The potential to grow an audience base C. Engagement and social sharing capabilities . D. User-controlled content E. Return on investment
Engagement and social sharing capabilities
____ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Irritation B. Invasion of privacy C. Deceptive pricing D. Junk mail E. Deceptive advertising
Invasion of privacy
Which of the following is a form of traditional direct marketing? A. Mobile marketing B. Kiosk marketing C. Blogs D. Social media marketing E. Websites
Kiosk marketing
Which of the following represent the newer tools of digital direct marketing? A. Telemarketing, face-to-face selling, and kiosk marketing B. Direct-response TV marketing, telemarketing, and direct-mail marketing C. Online marketing, social media marketing, and mobile marketing D. Telemarketing, direct-mail marketing, and catalog marketing E. Kiosk marketing, telemarketing, and direct-response TV marketing
Online marketing, social media marketing, and mobile marketing
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Through fund-raising B. Search advertising C. Online videos . D. Email marketing E. Branded web communities
Search advertising
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. Sellers have opportunities to engage in real-time marketing. B. For sellers, direct and digital marketing are very inefficient. C. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. D. For sellers, using direct and digital marketing is expensive. E. For sellers, direct and digital marketing are inflexible.
Sellers have opportunities to engage in real-time marketing.
What event or circumstance has made mobile marketing a must for most brands? A. Unlimited consumer data plans B. The decline of traditional marketing forms C. Widespread adoption of mobile devices D. Widespread use of mobile devices by preteens E. Heavy use of mobile devices in international markets
Widespread adoption of mobile devices
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. transaction sites C. e-tailers D. search-engine portals E. online social media
e-tailers