BUAD Chapter 14 Quiz

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Which of the following is most likely true about the digital age with regards to​ marketing?

Digital networks allow marketers many ways to build customer relationships.

What is​ telemarketing?

It is a form of marketing that uses the telephone to sell directly to businesses and consumers.

Which of the following is most likely true about email​ marketing?

It is used by marketers to send highly targeted messages.

________ refers to marketing via the Internet using company​ websites, online advertising and​ promotions, email​ marketing, online​ video, and blogs.

Online marketing

How has the Internet most likely affected direct and digital​ marketing?

The expenditures on direct and digital marketing have increased.

Which of the following is most likely true about direct and digital​ marketing?

They build customer engagement and constitute a complete model for doing business.

Which aspect of social media sites makes the medium most appealing to niche​ marketers?

They cater to the needs of small communities of​ like-minded people.

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​ ________.

blog

Which of the following is a direct digital marketing​ tool?

blogs

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) ________.

branded community website

Which of the following is a traditional direct marketing​ tool?

catalog

Bradley​ Springs, a chain of​ superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this​ case, the​ company's promotional strategy is referred to as​ ________.

catalog marketing

​________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

direct and digital

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing​ outcome?

marketing website

​________ marketing features marketing​ messages, promotions, and other content delivered to​ on-the-go consumers through their portable electronic devices.

mobile

​________ 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.

online display ads

Posting digital content on brand websites or on social media sites such as​ YouTube, Facebook,​ Vine, and others are forms of​ ________ marketing.

online video

Which of the following is a form of online​ advertising?

search-related ad

T/F An issue faced by social media is how to tap the marketing potential of their massive communities and make money without driving off loyal users.

true

T/F As consumers spend more and more time on their tablets and​ smartphones, ad spending on mobile media is exploding.

true

Which of the following has been limited in recent years by the implementation of the National Do Not Call​ Registry?

unsolicited outbound telemarketing by businesses

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​ ________.

viral marketing

Which of the following is an example of a retailer using mobile marketing to enrich the​ customer's shopping experience at the same time that they stimulate​ buying?

​Lacey's department store uses a virtual tour app of Paris to promote a​ week-long celebration revolving around​ French-themed clothing,​ jewelry, and fragrances in their stores.

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses​ ________ in this scenario.

​direct-mail marketing

Which kind of marketing involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular postal​ address?

​direct-mail marketing


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