chapter 14 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.Sellers using direct and digital marketing cannot solicit questions and feedback from customers. C.For​ sellers, direct and digital marketing is very inefficient. D.Sellers have opportunities to engage in​ real-time marketing. .E.For​ sellers, using direct and digital marketing is expensive.

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

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

Blogs can be difficult for the company to control.

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

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

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

Direct and digital marketing

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

Direct-mail marketing

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

Selling contextual advertising

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

marketing

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

Smartphones can be very useful in shopping situations.

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

e-tailers

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

branded community

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

Invasion of privacy

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

Kiosk marketing

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

easy, convenient and private

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

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.iTV B.TVsquared2 C.TV D.an infomercial E.phishing

iTV

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

interactive

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.kiosk .C.DRTV D.iTV E.website

kiosk

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

mobile marketing

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

online forum

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

online marketing

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

online​ marketing, social media​ marketing, and mobile 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.phishing B.spamming C.permission-based e-mail marketing D.unsolicited​ e-mail marketing E.viral marketing

permission-based e-mail marketing

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.mobile marketing B.spamming C.phishing .D.telemarketing E.infomercials

phishing

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

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.e-mail marketing B.viral marketing .C.online marketing D.omni-channel marketing E.search engine marketing

viral marketing