Chapter 17
Marketers use _______________ to engage customers anywhere, anytime during the buying and relationship-building processes.
mobile marketing
The privacy promise of the DMA members involves all of the following except:
Members can continue to contact consumers if they request to opt out.
_______________ is/are considered a consumer-controlled digital media.
Blogs
Which of the following is true regarding the forms of direct and digital marketing?
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
Why should companies use mobile marketing responsibly?
Companies risk angering already ad-weary consumers.
Priceline.com sells its services through _____________?
Direct and digital marketing
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?
Direct and digital marketing.
The benefits of direct and digital marketing for buyers are that it is ____________.
Easy, convenient, and private.
_______________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
Which of the following is a form of traditional direct marketing?
Kiosk marketing.
_____________ is a type of identity theft that uses deceptive emails and fraudulent online sites.
Phishing
Which of the following statements regarding catalog marketing is true?
Printed catalogs can drive online and mobile sales.
What is the largest form of online advertising?
Search-related ads
Which of the following statements is true regarding sellers and their use of direct and digital marketing.
Sellers have opportunities to engage in real-time marketing.
Which of the following statements about mobile marketing is correct?
Smartphones can be useful in shopping situations.
The primary purpose of _________ is to present brand content that engages consumers and creates customer-brand community.
branded community web sites
The fastest growing form of marketing is _______________.
direct and digital marketing
Infomercials are a form of marketing considered a part of ___________.
direct-response television marketing
Disadvantages of direct marketing to sellers include _____________.
interaction with limited number of customers
Because social media is ______________, they are ideal for starting and participating in customer conversations and listening to customer feedback.
interactive
One of the challenges of social media marketing is that social media _____________.
is largely user controlled
Many consumers today rent DVDs from a vending machine called "Redbox," which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called a(n) _______________.
kiosk
Advantages of mobile marketing include all of the following except ___________.
mobile marketing may risk irritating consumers.
A blog is a(n) ______________.
online forum
Web sites, online advertising, e-mail, online video, and blogs are all forms of ____________.
online marketing
Forms of digital direct marketing include _____________.
online marketing, social media marketing, and mobile marketing.
The hottest growth area for retailer Home Depot in the US market has been attributed to __________________.
online sales
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ___________, which means sending e-mail pitches only to customers who "opt-in."
permission based e-mail marketing
Consumers might receive an e-mail, 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 fraudulent practice called ______________.
phishing
One challenge of social media marketing is that __________________.
social networks are largely user controlled
