Ch. 17 Marketing Question Quiz

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing. direct mass multi-level individual niche

direct

All of the following are forms of traditional direct marketing EXCEPT ________. kiosk marketing telemarketing face-to-face selling direct-mail marketing point-of-purchase promotion

point-of-purchase promotion

According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules? educate consumers on the Can Spam legislation include the advertising option icon to let consumers know why they are being targeted agree to notify customers when any personal information is rented, sold, or exchanged with others make sure that consumers are adhering to the Children's Online Privacy Protection Act offer to register all customers in the National Do Not Call Registry

agree to notify customers when any personal information is rented, sold, or exchanged with others

A(n) ________ is designed to present brand content that engages consumers and creates customer-brand community. branded community Web site podcast online magazine search engine digital catalog

branded community Web site

All of the following are benefits of online direct marketing for buyers EXCEPT ________. privacy convenience access to product reviews live product demonstrations access to numerous products

live production demonstrations

All of the following are benefits of direct marketing for sellers EXCEPT ________. access to small groups or individuals mass reach and immediate returns program flexibility easy to personalize products low cost

mass reach and immediate returns

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________. efficiency flexibility low cost speed need for sales training

need for sales training

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario? permission-based e-mail marketing catalog marketing contextual advertising e-mail spoofing e-mail hosting service

permission-based e-mail marketing

All of the following are Internet marketing concerns EXCEPT ________. identity theft access by vulnerable or unauthorized groups phishing financial scams secure online and digital Web sites

secure online and digital Web sites

A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes. catalog podcast spam blog tweet

spam