Chapter 14 Quiz

Which of the following is a traditional direct marketing tool? A)Catalog B)website C)blog D)online advertisement E)Email

A) Catalog

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. A)Mobile B)Viral C)Kiosk D)Mass E)Direct-mail

A)Mobile

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry: A)invasion of consumer privacy B)increasing costs of browsing C)unwanted email spam D)customization of search results E)restrictions on digital offers and discounts

A)invasion of consumer privacy

Which of the following statements is most likely true about direct and digital marketing? A)they remain unaffected by the rapid growth of technologies B)they build customer engagement and constitute a complete model for doing business C)they are rarely used by companies as supplementary channels D)they are inconvenient and lengthen the process for most buyers E)they are used to sell goods to an undifferentiated market segment

B)they build customer engagement and constitute a complete model for doing business

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. A)develop retail transaction sites B)use omni-channel retailing C)adopt direct-mail marketing D)use traditional direct marketing forms E)expand their outside sales force

B)use omni-channel retailing

Which of the following is most likely true about e-mail marketing? A)restricted to use of personal computers B)used by marketers to send highly targeted messages C)cannot be personalized for individual consumers D)traditional form of direct marketing E)always non-intrusive in nature due to spam filters

B)used by marketers to send highly targeted messages

Which of the following is a disadvantage of using social media for marketing? A)don't provide info in a timely manner B)primarily provide static content C)provide lower returns than TV D)largely user controlled E)they are impersonal

D)largely user controlled

Which of the following is a primary disadvantage of viral marketing? A)viral messages are less likely to be viewed than other types of online promotions B)viral messages are blocked by most search engines C)costs of viral marketing are generally too high for most companies D)brand associated with the viral message is usually forgotten E)marketers have little control over who receives a viral message

E)marketers have little control over who receives a viral message

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community

True

Direct marketing is characterized by narrowly defined segments or individual buyers

True