Chapter 17 MC

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

A. Printed catalogs can drive online and mobile sales.

Which of the following statement is true 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 is very inefficient. C. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. D. For​ sellers, direct and digital marketing is inflexible. E. For​ sellers, using direct and digital marketing is expensive.

A. Sellers have opportunities to engage in​ real-time marketing.

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

A. brand community

Infomercials are a form of marketing considered a part of​ __________. A. direct-response television marketing B. catalog marketing C. real marketing D. telemarketing E. mobile marketing

A. direct-response television marketing

The benefits of direct and digital marketing for buyers are that it is​________. A. easy to​ use, convenient, and private B. convenient, private, and hard to use C. easy to​ use, convenient, and public D. easy to​ use, convenient, and impersonal E. easy to​ use, private, and expensive

A. easy to​ use, convenient, and private

Advantages of mobile marketing include all of the following EXCEPT​__________. A. mobile marketing may risk irritating consumers B. marketers use mobile marketing to engage customers​anywhere, anytime during the buying and​ relationship-building process C. mobile marketing provides​ on-the-go product​ information, price​ comparisons, advice, and reviews from other consumers D. companies use mobile marketing to stimulate immediate buying E. the surge in mobile web traffic has made mobile marketing a must for most brands

A. mobile marketing may risk irritating consumers

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

A. useful

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

B. Direct and digital marketing

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

B. Facebook

​________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Deceptive advertising B. Invasion of privacy C. Product safety D. Deceptive pricing E. Junk mail

B. Invasion of privacy

Which of the following is a form of traditional direct​ marketing? A. Mobile marketing B. Kiosk marketing C. Blogs D. Websites E. Social media marketing

B. Kiosk marketing

Which of the following correctly identifies forms of digital direct​marketing? A.Telemarketing, direct-mail​ marketing, and catalog marketing B. Online​ marketing, social media​ marketing, and mobile marketing C. Direct-response TV​ marketing, telemarketing, and​ direct-mail marketing D. Kiosk​ marketing, telemarketing, and​ direct-response TV marketing E. Telemarketing, face-to-face​ selling, and kiosk marketing

B. Online​ marketing, social media​ marketing, and mobile marketing

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

B. Viral marketing

Because social media are​ ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. targeted and personal B. interactive C. immediate and timely D. engaging E. cost-effective

B. interactive

Many consumers today rent DVDs from a vending machine called​"Redbox," which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called​ a(n) ________. A. catalog B. kiosk C. direct-response D. infomercial E. iTV

B. kiosk

Marketers use​ ________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. branded web communities B. mobile marketing C. online advertising D. blogs E.permission-based email marketing

B. mobile marketing

Consumers might 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. telemarketing B. phishing C. infomercials D. spamming E. mobile marketing

B. phishing

The European Union recently passed the General Data Protection Regulation​ (GDPR) legislation. This law is intended to​ __________. A. protect the rights of minors B. protect the privacy rights of Europeans in this age of big data C. keep advertisers from soliciting online D. penalize firms that advertise too much online E. provide financial protection for online transactions

B. protect the privacy rights of Europeans in this age of big data

One challenge of social media marketing is that​ ________. A. it can create brand communities B. social networks are largely user controlled C. very few companies use it D. it is​ cost-effective E. it is used for​ real-time marketing

B. social networks are largely user controlled

Which of the following is true regarding the forms of direct and digital​marketing? A. Direct and digital marketing does not include mobile marketing. B. Marketers today use only direct and digital marketing. C. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. D. Traditional direct marketing tools are still used but are no longer important. E. Online marketing is the only form of direct and digital marketing.

C. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

​__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A. Spam B. Snapchat C. Phishing D. Direct-response TV commercial E. Pop-unders

C. Phishing

GEICO sells its services through​ __________. A. direct mail B. mass marketing C. direct and digital marketing D. personal selling E. direct marketing as a supplementary channel

C. direct and digital marketing

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

C. direct and digital marketing

Advantages of direct marketing to sellers include all of these​EXCEPT__________. A. direct marketing makes it easy to personalize products and services B. organizations can learn more about​ customers' tastes C. it is more costly since it can only be accomplished using catalogs D. direct marketing is a speedy alternative to reach markets E. organizations can target small groups of customers

C. it is more costly since it can only be accomplished using catalogs

__________ is/are considered a​ consumer-controlled digital media. A. Contextual advertising B. Viral marketing C. Online videos D. Blogs E. Brand community websites

D. Blogs

Why should companies use mobile marketing​ responsibly? A. Mobile marketing may provide unwanted incentives when consumers are just going to make a choice. B. Today's rich-media mobile ads can create substantial engagement and impact. C. Mobile marketing engages customers​ anywhere, anytime during the buying and may affect the​ relationship-building process. D. Companies risk angering already​ ad-weary consumers. E. Mobile marketing may stimulate immediate buying.

D. Companies risk angering already​ ad-weary consumers.

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

D. Display ads and​ search-related ads

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

D. Email

What is the largest form of online​ advertising? A. Email marketing B. Rich media ads C. "Takeover" ads D. Search related ads E. Display ads

D. Search related ads

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

D. Smartphones can be useful in shopping situations.

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

D. That everyone and everything may soon be connected digitally

One of the challenges of social media marketing is that social media​__________. A. are targeted and personal B. are immediate and timely C. facilitate engagement and social sharing D. are largely consumer controlled E. are interactive and complex

D. are largely consumer controlled

The primary purpose of​ ________ is to present brand content that engages consumers and creates​ customer-brand community. A. blogs B. online advertising C. email marketing D. branded community websites E. search-related ads

D. branded community websites

A blog is​ a(n) ________. A. type of online advertising B. social network C. type of​ personalized, targeted email D. online forum E. text- and​ image-based ad and link that appears atop or alongside search engine results

D. online forum

​Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ________. A. traditional direct marketing B. social media marketing C. mobile marketing D. online marketing E. telemarketing

D. online marketing

The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to​ __________. A. catalog marketing B. telemarketing C. direct-mail marketing D. online sales E. face-to-face selling

D. online sales

Forms of digital direct marketing include​ ________. A. telemarketing, direct-mail​ marketing, and catalog marketing B. telemarketing, face-to-face​ selling, and kiosk marketing C. kiosk​ marketing, telemarketing, and​ direct-response TV marketing D. online​ marketing, social media​ marketing, and mobile marketing E. direct-response TV​ marketing, telemarketing, and​ direct-mail marketing

D. online​ marketing, social media​ marketing, and mobile marketing

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

D. real-time marketing

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

E. Direct, one-to-one communications

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

E. marketers cannot control where users pass along the message

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

E. permission-based email marketing