Chapter 14 Quiz
Which of the following statements about blogs is correct?
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 _________________.
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?
Direct and digital marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
Direct-mail marketing
Which of the following is described as "always on" and is a large component of the digital advertising mix?
Search advertising
Which of the following statements is correct regarding sellers and their use of direct and digital marketing?
Sellers have opportunities to engage in real-time marketing.
What event or circumstance has made mobile marketing a must for most brands?
Widespread adoption of mobile devices
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase.
brand community
The benefits of direct and digital marketing for buyers are that they are _________.
easy, convenient, and private
Social media are ideal for participating in customer conversations and listening to customer feedback because they are_____________.
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.
kiosk
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website.
marketing
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes?
mobile marketing
A blog is a(n) ______.
online forum
Websites, online advertising, email, online video, and blogs are all forms of ______.
online marketing
______ means sending email pitches only to customers who "opt in."
permission-based email 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 ______.
phishing
One challenge of social media marketing is _____________________
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 _______.
viral marketing
____________________ is perhaps the biggest advantage of social media.
Engagement and social sharing capabilities
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
Which of the following is a form of traditional direct marketing?
Kiosk marketing
Which of the following is correct regarding the forms of direct and digital marketing?
New digital and more traditional forms of direct marketing must be blended and integrated
Which of the following represent the newer tools of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______.
e-tailers