Marketing Chapter 14 Quiz

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers 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. phishing B. telemarketing C. infomercials D. spamming E. mobile marketing

A. phishing

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

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

How does Google earn approximately​ 90% of its​ revenues? A. Selling information to technology businesses B. Selling contextual advertising C. Selling subscriptions to the site. D. Selling search results E. Through​ fund-raising

B. Selling contextual advertising

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community. A. search engine B. marketing C. ​e-mail D. branded community E. content

D. branded community

Which of the following statements about blogs is​ correct? A. Companies cannot gain insights from their blogs. B. They are expensive to start and maintain. C. For​ consumers, they are impersonal. D. Blogs are a​ company-controlled medium. E. Blogs can be difficult for the company to control.

E. Blogs can be difficult for the company to control.

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

A. Kiosk marketing

According to the​ text, _______ is perhaps the biggest advantage of social media. A. engagement and social sharing capabilities B. return on investment C. the potential for intrusiveness D. the low cost E. ​user-controlled content

A. engagement and social sharing capabilities

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

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

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

B. Invasion of privacy

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

C. Direct and digital marketing

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

C. kiosk

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

C. online marketing

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A. phishing B. search engine C. branded community D. marketing E. ​e-mail

D. marketing

A blog is​ a(n) ______. A. ​text- and​ image-based ad and link that appears atop or alongside search engine results B. mobile app C. type of targeted​ e-mail D. online forum E. type of online advertising

D. online forum

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

E. interactive

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. content sites B. online social media C. ​search-engine portals D. transaction sites E. ​e-tailers

E. ​e-tailers

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________. A. phishing B. iTV C. TV D. TVsquared2 E. an infomercial

B. iTV

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

B. mobile marketing

________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. ​Direct-mail marketing B. Kiosk marketing C. Telemarketing D. Catalog marketing E. ​Direct-response television marketing

A. ​Direct-mail marketing

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing? A. For​ sellers, direct and digital marketing is inflexible. 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, using direct and digital marketing is expensive. E. Sellers have opportunities to engage in​ real-time marketing.

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

One challenge of social media marketing is that​ ___________. A. it is​ cost-effective B. it is used for​ real-time marketing C. social networks are largely​ user-controlled D. it has not spread globally E. very few companies use it

C. social networks are largely​ user-controlled

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______. A. search engine marketing B. ​e-mail marketing C. viral marketing D. online marketing E. ​omni-channel marketing

C. viral marketing

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. Like other types of​ advertising, mobile ads are not very engaging. D. Smartphones can be very useful in shopping situations. E. Mobile advertising spending in the U.S. is declining.

D. Smartphones can be very useful in shopping situations.

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

D. ​easy, convenient and private

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

E. ​permission-based e-mail marketing