Chapter 14

The benefits of direct and digital marketing for buyers are that they are​ _________.!!! A. ​easy, convenient, and private B. ​convenient, private, and hard to use C. ​easy, private, and expensive D. ​easy, convenient, and public Your answer is not correct. E. ​easy, convenient, and impersonal

A

A form of television marketing which persuasively describes a product and give customers a​ toll-free number or an online site for ordering is known as​ _________________. A. DRTV marketing B. interactive television marketing C. catalog marketing D. telemarketing E. kiosk marketing

A

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​ _____________. A. interactive B. ​cost-effective C. immediate and timely D. targeted and personal E. engaging

A

According to the​ text, what is one of the biggest advantages of social​ media? A. Immediacy and timeliness B. ​Cost-effectiveness C. Engagement and social sharing capabilities D. Interactivity E. Targeted and personal application

C

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. ​e-tailers D. transaction sites E. ​search-engine portals

C

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. Social media marketing B. Websites C. Mobile marketing D. Online marketing

C

_ permits companies to tailor offers and content to needs and interests of carefully defined​ segments, which in turn helps develop​ long-lasting customer relationships as well as resulting in immediate responses. A. Advertising B. Sales promotions C. Direct marketing D. Public relations E. Personal selling

C

​____________________ is perhaps the biggest advantage of social media. A. the low cost B. Return on investment C. Engagement and social sharing capabilities D. The potential to grow an audience base E. ​User-controlled content

C

Online Marketing

Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs.

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry? A. Irritation B. Security C. Phishing D. Invasion of privacy E. Fraud

D

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase. A. social marketing Your answer is not correct. B. interactive websites C. informational D. brand community E. marketing

D

Which of the following has changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand​ interactions? A. Catalogs B. ​E-mail marketing C. The Internet of Things D. Traditional direct marketing tools E. The digital age

E

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix? A. Through​ fund-raising B. Online videos C. Email marketing D. Branded web communities E. Search advertising

E

social madia

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Direct and social-media marketing

Using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, anytime via their digital devices.

​________________________ are the main forms of direct and digital marketing. A. Online​ marketing, social media​ marketing, and telemarketing B. Mobile​ marketing, social media​ marketing, and direct mail marketing C. Traditional direct marketing tools and new digital marketing tools D. Online​ marketing, direct response television​ marketing, and mobile marketing E. Social media​ marketing, telemarketing, and kiosk marketing

c

catalog marketing

direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

mobile marketing

marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

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

B

Which of the following is a benefit of direct and digital marketing for​ buyers? A. Ease of use and ability to obtain lower prices B. Sense of brand engagement and community C. A speedy alternative to other mediums D. Convenience and ease E. Efficiency and prices

B

Which of the following statements regarding traditional direct marketing forms is​ correct? A. ​Direct-mail marketing is rarely used today because it has been replaced by​ e-mail. B. Marketers use both outbound and inbound telemarketing. C. Printed catalogs have been replaced by online catalogs. D. Kiosk marketing provides consumers with​ information, but it cannot be used for ordering merchandise. E. ​Direct-mail marketing cannot be personalized.

B