Chapter 17 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. Direct and digital marketing B. Advertising C. Personal selling D. Public relations E. Sales promotion

A

Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________. A. ​real-time marketing B. web marketing C. ​brand-linked marketing D. online marketing E. immediate marketing

A

Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is​ __________. A. interactive B. ​cost-effective C. targeted and personal D. engaging E. immediate and timely

A

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." A. permission based email marketing B. unsolicited email marketing C. viral marketing D. spamming E. personalized email

A

Which of the following is a challenge to marketers regarding their use of social​ media? A. Social networks are largely user controlled. B. Very few consumers use it. C. It can be used for​ real-time marketing. D. It is​ cost-effective. E. It can create brand communities.

A

Which of the following is a potential disadvantage to using blogs for​ marketing? A. Blogs are a​ user-controlled medium. B. Blogs have limited reach. C. Blogs are a​ one-way communication channel. D. Blogs are impersonal. E. Blogs are only available from third parties.

A

A marketing website should be easy to use and visually appealing. To be​ effective, these websites must also be​ __________. A. advertised B. useful C. noninteractive D. flashy E. colorful

B

Consumers may receive an​ email, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks them 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. internet fraud B. phishing C. spamming D. an infomercial E. unauthorized access

B

Which of the following correctly identifies what direct and digital marketing offer​ sellers? A. ​Costly, efficient, and fast B. ​Inexpensive, efficient, and fast C. ​Slow, inexpensive, and efficient D. ​Costly, fast, and effective E. ​Inexpensive, effective, and fast

B

Which of the following statements regarding mobile marketing is​ correct? A. Mobile marketing is not used by companies to stimulate immediate buying. B. Smartphones can be very useful in shopping situations. C. Like other types of​ advertising, mobile ads are not very engaging. D. Mobile advertising spending in the United States is declining. E. Most smartphone owners do not use mobile apps.

B

According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly? A. Websites B. Online advertising C. Email D. Blogs E. Social media

C

Which of the following statements regarding catalog marketing is​ correct? A. Marketers no longer use printed catalogs. B. Online catalogs can only offer a limited amount of merchandise. C. Printed catalogs can drive online and mobile sales. D. Digital catalogs still incur printing and mailing costs. E. Catalogs have not yet gone digital.

C

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? A. Irritation B. Spamming C. Phishing D. Invasion of privacy E. Fraudulent online schemes

D

The fastest growing form of marketing is​ __________. A. publicity and public relations B. television advertising C. personal selling D. direct and digital marketing E. sales promotions

D

What is meant by the term​ "the Internet of​ Things" (IoT)? A. That marketers can make things happen on the internet B. That the internet is an actual thing consisting of hardware and software C. That only tangible goods are sold online D. That everyone and everything may soon be connected digitally E. That the digital age has not changed the way marketers do things

D

Buyers have increased their use of direct and digital marketing because they are​ __________. A. easy to​ use, convenient, and public B. easy to​ use, convenient, and impersonal C. ​convenient, private, and hard to use D. easy to​ use, private, and expensive E. easy to​ use, convenient, and private

E

Direct mail is well suited for which of the​ following? A. Building brand community B. Offering interactive content C. Engaging customers anytime and anywhere during the buying process D. ​Real-time marketing E. ​Direct, one-to-one communications

E

What are the two main forms of online​ advertising? A. Online display ads and rich media ads B. ​Search-related ads and coupons C. ​Search-related ads and contextual advertising D. Online display ads and interactive ads E. Display ads and​ search-related ads

E

What is the digital version of​ word-of-mouth marketing? A. Social media B. Blogs C. Brand community websites D. ​Permission-based email E. Viral marketing

E

Which of the following correctly identifies forms of digital direct​ marketing? A. Kiosk​ marketing, telemarketing, and​ direct-response TV marketing B. ​Direct-response TV​ marketing, telemarketing, and​ direct-mail 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

Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and​ relationship-building processes? A. Blogs B. Online advertising C. ​Permission-based email marketing D. Branded web communities E. Mobile marketing

E

Which of these represents an online social media​ platform? A. ​Apple's website B. eBay C. Etsy D. Google E. Facebook

E

Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. A. brand engagement B. ​brand-sponsored C. brand community D. brand equity E. branded

c

Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing​ tool? A. iTV B. DRTV C. Kiosk D. Infomercial E. ZoomSystem

c

One drawback to viral marketing is that​ __________. A. it is expensive B. it allows only for negative exposure to a brand C. marketers cannot control where users pass along the message D. videos are not available through viral marketing E. people tend to ignore it

c