Chapter 17 Quiz
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________.
. useful
Which of the following would represent a niche online social networking site?
Birdpost
Which of the following is a potential disadvantage to using blogs for marketing?
Blogs are a user-controlled medium.
Which of the following is a benefit of using blogs as marketing tools for companies?
Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.
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
What are the two main forms of online advertising?
Display ads and search-related ads
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?
Which of the following correctly identifies what direct and digital marketing offer sellers?
Inexpensive, efficient, and fast
According to the text, what is the toughest public policy issue now confronting the direct marketing industry?
Invasion of privacy
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?
Kiosk
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?
Mobile marketing
Which of the following is true about online direct marketing?
Online direct marketing allows sellers to create immediate, timely, and personal offers.
Which of the following correctly identifies forms of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
Which of the following statements regarding catalog marketing is correct?
Printed catalogs can drive online and mobile sales
Which of the following statements regarding mobile marketing is correct?
Smartphones can be very useful in shopping situations
Which of the following is a challenge to marketers regarding their use of social media?
Social networks are largely user controlled.
What is meant by the term "the Internet of Things" (IoT)?
That everyone and everything may soon be connected digitally
What is the digital version of word-of-mouth marketing?
Viral marketing
According to the "Privacy Promise to American Consumers" program, DMA members need to comply with which of the following consumer privacy rules?
agree to notify customers when any personal information is rented, sold, or exchanged with others
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.
brand community
Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz.com?
branded community
Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.
branded community web site
The fastest growing form of marketing is __________.
direct and digital marketing
Which of the following is NOT a reason that companies use social media?
ease of creating content
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________.
interactive
One drawback to viral marketing is that __________.
marketers cannot control where users pass along the message
Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers conduct product research and also lets them order directly online or redirects them to the nearest Gant retail store. Which of the following best describes GantHardware.com?
marketing web site
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in."
permission based email marketing
Charlie Putnam received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the e-mail was a fraud. This is an example of ________.
phishing
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 __________.
phishing
Josh received an e-mail stating that he had won a lottery of $500,000 from Lottors Corporation. The e-mail asked Josh to send his bank account details and social security number to transfer cash directly to his account. Josh did not remember buying any lottery tickets, and so was apprehensive about providing his bank details without verification. Which of the following is illustrated from this scenario?
phishing
Uptown-Clean Crew is a company that provides house-cleaning services in major urban and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video promoting the company's services and posted it online. Soon the video was a rage as customers who saw the video found it hilarious and they passed it on to their friends and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?
viral marketing
Direct mail is well suited for which of the following?
Direct, one-to-one communications
Buyers have increased their use of direct and digital marketing because they are __________.
easy, convenient, and private
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________.
real-time marketing
