Chapter 14 (MAR255)

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

a) Blogs can be difficult for the company to control.

​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. a) Invasion of privacy b) Deceptive pricing c) Junk mail d) Irritation e) Deceptive advertising

a) Invasion of privacy

Which of the following statements about mobile marketing is​ correct? a) Smartphones can be very useful in shopping situations. b) Mobile advertising spending in the U.S. is declining. c) Like other types of​ advertising, mobile ads are not very engaging. d) Most smartphone owners do not use mobile apps. e) Mobile marketing is not used by companies to stimulate immediate buying.

a) Smartphones can be very useful in shopping situations.

Chapter 14 Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ______. a) online marketing b) telemarketing c) traditional direct marketing d) social media marketing e) mobile marketing

a) online marketing

One challenge of social media marketing is that​ ___________. a) social networks are largely​ user-controlled b) it is​ cost-effective c) it has not spread globally d) very few companies use it e) it is used for​ real-time marketing

a) social networks are largely​ user-controlled

The benefits of direct and digital marketing for buyers are that it is​ _________. a) ​easy, convenient and private b) ​convenient, private and hard to use c) ​easy, private and expensive d) ​easy, convenient and public e) ​easy, convenient and impersonal

a) ​easy, convenient and private

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) Direct and digital marketing c) Personal selling d) advertising e) Sales promotion

b) Direct and digital marketing

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and relationship-building processes. a) branded web communities b) blogs c) mobile marketing d) ​permission-based e-mail marketing e) online advertising

c) mobile marketing

Which of the following is true regarding the forms of direct and digital​ marketing? a) 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. c) Online marketing is the only form of direct and digital marketing. d) Traditional direct marketing tools are still used but are no longer important. e) Marketers today only use 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.

How does Google earn approximately​ 90% of its​ revenues? a) Through​ fund-raising b) Selling contextual advertising c) Selling information to technology businesses d) Selling search results e) Selling subscriptions to the site.

b) Selling contextual advertising

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community. a) content b) branded community c) search engine d) ​e-mail e) marketing

b) branded community

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 have opportunities to engage in​ real-time marketing. d) For​ sellers, using direct and digital marketing is expensive. e) Sellers using direct and digital marketing cannot solicit questions and feedback from customers.

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

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

c) online forum

Forms of digital and social media marketing include​ ______. a) ​direct-response TV​ marketing, telemarketing and​ direct-mail marketing b) kiosk​ marketing, telemarketing and​ direct-response TV marketing c) online​ marketing, social media​ marketing, and mobile marketing d) ​telemarketing, face-to-face​ selling, and kiosk marketing e) ​telemarketing, direct-mail​ marketing, and catalog marketing

c) online​ marketing, social media​ marketing, and mobile marketing

Which of the following is a form of traditional direct​ marketing? a) Mobile marketing b) Websites c) Blogs d) Kiosk marketing e) Social media marketing

d) Kiosk 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) DRTV c) iTV d) kiosk e) website

d) kiosk

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) infomercials b) mobile marketing c) spamming d) phishing e) telemarketing

d) phishing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. a) Catalog marketing b) Telemarketing c) ​Direct-response television marketing d) ​Direct-mail marketing e) Kiosk marketing

d) ​Direct-mail marketing

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) viral marketing b) unsolicited​ e-mail marketing c) spamming d) ​permission-based e-mail marketing e) Phishing

d) ​permission-based e-mail marketing

According to the​ text, _______ is perhaps the biggest advantage of social media. a) return on investment b) the low cost c) ​user-controlled content d) the potential for intrusiveness e) engagement and social sharing capabilities

e) engagement and social sharing capabilities

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) an infomercial b) phishing c) TV d) TV2 e) iTV

e) iTV

Because social media are _____​, they are ideal for starting and participating in customer conversations and listening to customer feedback. a) engaging b) targeted and personal c) ​cost-effective d) immediate and timely e) interactive

e) interactive

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. a) branded community b) search engine c) ​e-mail d) phishing e) marketing

e) marketing

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) ​omni-channel marketing b) search engine marketing c) ​e-mail marketing d) online marketing e) viral marketing

e) viral marketing

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. a) transaction sites b) content sites c) online social media d) ​search-engine portals e) ​e-tailers

e) ​e-tailers