Marketing Ch. 14

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. a. e-tailers b. iTV sites c. search engines d. transaction sites e. content sites

a

Which of the following is most likely an advantage of social media marketing? a. social media are targeted and personal b. social media campaign results are easily measured c. social media allow marketers to engage in multichannel sales d. social networks are largely marketer controlled e. social media campaigns are simply implemented and rarely backfire

a

______ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and assess to instant deals and digital coupons. a. mobile marketing b. direct-mail marketing c. indirect marketing d. television marketing e. inbound telephone marketing

a

_________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. a. mobile b. kiosk c. direct-mail d. mass e. viral

a

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. a. catalog b. blog c. search engine d. spam post e. viral message

b

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________. a. interactive website b. branded community website c. e-tailing website d. direct marketing website e. promotional website

b

Which of the following are the fastest-growing forms of marketing? a. standardized and customized b. direct and digital c. mass and targeted d. internal and external e. undifferentiated and differentiated

b

In which of the following cases is a firm employing omni-channel retailing? a. local convenience stores promote products through work-of-mouth marketing b. e-tailers such as Hammon.com market their products through a strong online presence c. Wingate Retail sells it's products through e-tailers and hundreds of physical superstores d. Russel Stores' sales operations are based on heavy outbound telephone marketing e. Luges Wholesalers markets its products to retailers through personal selling

c

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing. a. media portal b. digital kiosk c. online video d. viral blog e. corporate intranet

c

Which aspect of social media sites makes the medium most appealing to niche marketers? a. they guide organizations on how to set up social media networks b. they are used by a majority of internet users in the United States and overseas c. they cater to the needs of small communities of like-minded people d. they help marketers target the best undifferentiated market segment e. they allow marketers to control the conversations on the network

c

Which of the following is a direct digital marketing tool? a. television b. telephone c. multimedia marketing d. digital marketing e. online marketing

c

Which of the following is a traditional direct marketing tool? a. email b. online advertisement c. catalog d. blog e. website

c

Which of the following is a transaction site? a. Twitter b. Yahoo c. eBay d. Wikipedia e. Facebook

c

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

c

Which of the following is most likely true about the digital age with regards to marketing? a. the internet has had little impact on the ways consumers purchase products b. online-only marketing is more commonly used by firms than multichannel marketing c. digital networks allow marketers many ways ti build customer relationships d. the number of businesses connecting people over digital networks is in decline e. most firms are shifting back to traditional marketing forms to build customer value

c

Which of the following is true of viral marketing? a. it is a system that allows a supplier to access a customer's inventory levels online b. it is another term for the unethical invasion of online privacy c. it is the digital version of word-of-mouth marketing d. it is an automated system that manages digital sales and marketing functions e. it refers to online marketing problems caused by technical glitches

c

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used? a. phishing site b. online forum c. community website d. marketing website e. blog

d

How has the internet most likely affected direct and digital marketing? a. the time taken by marketers to reach customer segments has increased b. the role of technology has become less intense c. the number of mass marketing forms has expanded d. the expenditures on direct and digital marketing have increased e. the growth of digital sales has seen a significant downturn

d

Which of the following is a disadvantage of viral marketing? a. the brand associated with the viral message is usually forgotten b. the costs of viral marketing are generally too high for most companies c. viral messages are blocked by most search engines d. marketers have little control over who receives a viral message e. viral messages are less likely to be viewed than other types of online promotions

d

_______ marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. a. undifferentiated and differentiated b. standardized and customized c. internal and external d. direct and digital e. mass and targeted

d

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. a. display advertising b. catalog marketing c. contextual advertising d. direct-mail marketing e. viral marketing

e

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. a. expand outside sales forces b. use traditional direct marketing forms c. adopt direct-mail marketing d. develop retail transaction sites e. use omni-channel retailing

e

Unsolicited and unwanted commercial e-mail is referred to as ________. a. an infomercial b. social media c. viral marketing d. an advertorial e. spam

e

Which of the following is most likely a consequence of permission-based email marketing? a. increased consumer frustration b. reduced consumer interaction c. excessive spamming d. lower consumer response rates e. higher return rates

e

______ refers to marketing via the internet using company websites, online advertising, and promotions, email marketing, online video, and blogs. a. direct marketing b. social media marketing c. multimedia marketing d. digital marketing e. online marketing

e

________ might appear anywhere on an internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. a. viral advertisements b. social media sites c. digital catalogs d. printed catalogs e. online display ads

e

A form of online marketing is posting digital video content on brand websites or on social media sites such as YouTube, Facebook, Instagram, Twitter, and others.

true

Amazon.com targets opt-in customers with with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This referred to as permission-based email advertising.

true

As consumers spend more and more time on their tablets and smartphones, ads pending on mobile media is exploding.

true

Most companies still use direct marketing as a supplementary channel or medium.

true