CHAPTER 17 QUIZ/WARM UP
content site
correct, 17.3-19 Which term best describes sites such as the New York Times on the Web and ESPN.com? A. content site B. online social network C. transaction site D. search engine E. e-tailer
Multichannel marketing
correct, 17.3-20 ________ companies use both offline and online marketing channels. A. Brick-and-mortar B. Brick-only C. Start-up D. Click-only E. Multichannel marketing
sending e-mail pitches only to customers who "opt-in"
correct, 17.3-34 Which of the following best describes permission-based e-mail marketing? A. sending requests to users to join online social networking communities B. offering free promotional materials to new customers C. sending e-mail pitches only to customers who "opt-in" D. gathering demographic details for customer databases E. sending unsolicited, unwanted commercial e-mail messages
niche
correct, 17.4-63 Which kind of social media networks are smaller communities likely to join or create? A. video B. Internet C. niche D. commercial E. blog
online community
correct, 17.4-64 Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________. A. content sponsorship program B. online community C. kiosk D. podcast E. blog
permission-based e-mail marketing
correct, 17.5-86 While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example? A. telemarketing B. direct response television marketing C. permission-based e-mail marketing D. contextual advertising E. viral marketing
building emotional connections with customers
correct, 17.5-88 What is the primary advantage of printed catalogs? A. offering unlimited space for merchandise details B. offering immediate rebates and coupons C. building emotional connections with customers D. filtering out interested prospects E. reaching consumers in a quick and inexpensive manner
Multichannel marketing
correct, Chapter Quiz 17.3.6 Firms, such as Staples, Walmart, and Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms engaging? A. Internet marketing B. Multichannel marketing C. Social media marketing D. Direct marketing E. Trade marketing
Viral marketing
correct, Chapter Quiz 17.4.2 Mattel, the toy manufacturer, has created a very clever video to present a contest for a winning contestant to experience a "Barbie Dream Day." At the end of the 5-minute video, the viewer is asked to share it with friends. What is this marketing tactic called? A. Spam B. Viral marketing C. A blog D. An online display ad E. Social media marketing
direct marketing
correct, Warm-up 17.1.1 Pepsi's Mountain Dew brand supplements its mass-media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how _______ has been transformed by the emergence of the Internet and social technologies. A. telemarketing B. multichannel marketing C. direct marketing D. word-of-mouth advertising E. paid advertising
viral marketing
correct, Warm-up 17.2.1 In one simple but honest McDonald's video, the director of marketing at McDonald's Canada answers an online viewer's question about why McDonald's products look better in ads than in real life by conducting a behind-the-scenes tour of how a McDonald's ad is made. The award-winning 3½-minute video received almost 15 million views and 15,000 shares. This example illustrates the concept of ________. A. display advertisements B. viral marketing C. online advertising D. spam E. multichannel marketing
search-related advertising
correct, Warm-up 17.2.2 When you search Google for "dishwashers," you are likely to see a number of inconspicuous ads for advertisers, including product manufacturers such as Samsung and Bosch, as well as retailers, such as Walmart.com, Lowe's, and Best Buy. This is an example of ________. A. viral marketing B. display advertising C. direct mail marketing D. kiosk marketing E. search-related advertising
mobile marketing
correct, Warm-up 17.4.1 With the widespread diffusion of smartphones, companies today increasingly use ________ to stimulate immediate buying, make shopping easier and enriching the brand experience. A. telemarketing B. mobile marketing C. display advertising D. rich media E. search engine advertising
real-time marketing
correct, Warm-up 17.4.2 Marketers can now watch what's trending on social media and create marketing content to match. This practice is known as ________. A. telemarketing B. social media marketing C. real-time marketing D. viral marketing E. mobile marketing
Online catalog marketing
incorrect, Chapter Quiz 17.2.1 Which of the following is considered a traditional form of direct marketing? A. Social media marketing B. Mobile marketing C. Website marketing D. Online catalog marketing E. Face-to-face selling
