Marketing Chapter 14 Review

1. Lori Jennifer Jones, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Lori use?

a blog

1. 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.

1. An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

digital catalogs

1. 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 process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________.

direct mail marketing

1. ____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.

invasion of privacy

1. 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) _________.

kiosk

1. Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.

marketing

1. Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.

online display advrtisement

1. ________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs.

online marketing

1. 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​ ______.

phishing

one challenge of social media marketing is that

social networks are largely user-controlled

1. 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​ _______.

viral marketing

Which of the following is a primary disadvantage of viral marketing?

a) Marketers have little control over who receives a viral message.

The benefits of direct and digital marketing for buyers are that it is​ _________.

a) easy, convenient and private

1. Forms of digital and social media marketing include​ ______.

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

1. Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.

blog

which of the following statements about blogs is correct?

blogs can be difficult for the company to control

Spurgeons, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.

catalog marketing

1. Which of the following is the primary purpose of branded community Web sites?

creating customer product engagement

________ involves sending an​ offer, announcement,​ reminder, or other item to a person

direct mail marketing

1. Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.

e-tailers