Chapter 17
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________. A. colorful B. noninteractive C. flashy D. useful E. advertised
D. Useful
What is the digital version of word-of-mouth marketing? A. Viral marketing B. Brand community websites C. Blogs D. Permission-based email E. Social media
A. Viral marketing
Priceline.com sells its services through __________. A. direct marketing as a supplementary channel B. direct mail C. personal selling D. mass marketing E. direct and digital marketing
A. direct marketing as a supplementary channel
Which of the following would represent a niche online social networking site? A. Facebook B. Birdpost C. Google+ D. YouTube E. LinkedIn
B. Birdpost
Why should companies use mobile marketing responsibly? A. Mobile marketing engages customers anywhere, anytime during the buying and may affect the relationship-building process. B. Companies risk angering already ad-weary consumers. C. Today's rich-media mobile ads can create substantial engagement and impact. D. Mobile marketing may stimulate immediate buying. E. Mobile marketing may provide unwanted incentives when consumers are just going to make a choice.
B. Companies risk angering already ad-weary consumers.
What are the two main forms of online advertising? A. Online display ads and rich media ads B. Display ads and search-related ads C. Search-related ads and contextual advertising D. Online display ads and interactive ads E. Search-related ads and coupons
B. Display ads and search-related ads
One of the challenges of social media marketing is that social media __________.<b> A. are interactive and complex B. are largely user controlled C. are immediate and timely D. are targeted and personal E. facilitate engagement and social sharing
B. are largely user controlled
The fastest growing form of marketing is __________. A. personal selling B. direct and digital marketing C. television advertising D. sales promotions E. publicity and public relations
B. direct and digital marketing
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool? A. iTV B. Infomercial C. Kiosk D. ZoomSystem E. DRTV
C. Kiosk
Which of the following correctly identifies forms of digital direct marketing? A. Kiosk marketing, telemarketing, and direct-response TV marketing B. Telemarketing, face-to-face selling, and kiosk marketing C. Online marketing, social media marketing, and mobile marketing D. Direct-response TV marketing, telemarketing, and direct-mail marketing E. Telemarketing, direct-mail marketing, and catalog marketing
C. Online marketing, social media marketing, and mobile marketing
__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A. Spam B. Pop-unders C. Phishing D. Snapchat E. Direct-response TV commercial
C. Phishing
What is meant by the term "the Internet of Things" (IoT)? A. That the digital age has not changed the way marketers do things B. That marketers can make things happen on the internet C. That everyone and everything may soon be connected digitally D. That the internet is an actual thing consisting of hardware and software E. That only tangible goods are sold online
C. That everyone and everything may soon be connected digitally
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them 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. spamming B. unauthorized access C. phishing D. internet fraud E. an infomercial
C. phishing
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Blogs B. Social media C. Email This is the correct answer.D. Websites E. Online advertising
C. email
One drawback to viral marketing is that __________. A. videos are not available through viral marketing B. people tend to ignore it C. it is expensive D. marketers cannot control where users pass along the message E. it allows only for negative exposure to a brand
D. marketers cannot control where users pass along the message
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. A. immediate marketing B. online marketing C. brand-linked marketing D. real-time marketing E. web marketing
D. real-time marketing
Which of the following is a potential disadvantage to using blogs for marketing? A. Blogs are a one-way communication channel. B. Blogs have limited reach. C. Blogs are only available from third parties. D. Blogs are impersonal. E. Blogs are a user-controlled medium.
E. Blogs are a user-controlled medium.
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. Advertising D. Sales promotion E. Direct and digital marketing
E. Direct and digital marketing
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes? A. Online advertising B. Permission-based email marketing C. Blogs D. Branded web communities E. Mobile marketing
E. Mobile marketing
Which of the following is a challenge to marketers regarding their use of social media? A. It can create brand communities. B. Very few consumers use it. C. It can be used for real-time marketing. D. It is cost-effective. E. Social networks are largely user controlled.
E. Social networks are largely user controlled.
The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to __________. A. face-to-face selling B. catalog marketing C. telemarketing D. direct-mail marketing E. online sales
E. online sales
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." A. personalized email B. viral marketing C. spamming D. unsolicited email marketing E. permission based email marketing
E. permission based email marketing
Which of the following correctly identifies what direct and digital marketing offer sellers? A. Costly, efficient, and fast B. Inexpensive, effective, and fast C. Slow, inexpensive, and efficient D. Costly, fast, and effective E. Inexpensive, efficient, and fast
E. Inexpensive, efficient, and fast
Buyers have increased their use of direct and digital marketing because they are __________. A. easy, convenient, and impersonal B. easy, convenient, and public C. easy, private, and expensive D. convenient, private, and hard to use E. easy, convenient, and private
E. easy, convenient, and private