Marketing Chapter 17 Quiz

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Which of the following would represent a niche online social networking​ site? A. LinkedIn B. Facebook C. Birdpost D. ​Google+ E. YouTube

Birdpost

Which of the following is a potential disadvantage to using blogs for​ marketing? A. Blogs are a​ user-controlled medium. B. Blogs are only available from third parties. C. Blogs have limited reach. D. Blogs are impersonal. E. Blogs are a​ one-way communication channel.

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. Sales promotion C. Advertising D. Direct and digital marketing E. Personal selling

Direct and digital marketing

Direct mail is well suited for which of the​ following? A. Building brand community B. Offering interactive content C. ​Real-time marketing D. ​Direct, one-to-one communications E. Engaging customers anytime and anywhere during the buying process

Direct, one-to-one communications

What are the two main forms of online​ advertising? A. Display ads and​ search-related ads B. Online display ads and interactive ads C. ​Search-related ads and coupons D. Online display ads and rich media ads E. ​Search-related ads and contextual advertising

Display ads and​ search-related ads

According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly? A. Social media B. Websites C. Blogs D. Email E. Online advertising

Email

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry? A. Irritation B. Phishing C. Invasion of privacy D. Fraudulent online schemes E. Spamming

Invasion of privacy

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. Infomercial B. ZoomSystem C. DRTV D. Kiosk E. iTV

Kiosk

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. Branded web communities B. Online advertising C. Blogs D. ​Permission-based email marketing E. Mobile marketing

Mobile marketing

Which of the following correctly identifies forms of digital direct​ marketing? A. ​Telemarketing, face-to-face​ selling, and kiosk marketing B. Kiosk​ marketing, telemarketing, and​ direct-response TV 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

Online​ marketing, social media​ marketing, and mobile marketing

Which of the following statements regarding catalog marketing is​ correct? A. Digital catalogs still incur printing and mailing costs. B. Online catalogs can only offer a limited amount of merchandise. C. Printed catalogs can drive online and mobile sales. D. Catalogs have not yet gone digital. E. Marketers no longer use printed catalogs.

Printed catalogs can drive online and mobile sales.

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

Smartphones can be very useful in shopping situations.

Which of the following is a challenge to marketers regarding their use of social​ media? A. Very few consumers use it. B. It can be used for​ real-time marketing. C. Social networks are largely user controlled. D. It can create brand communities. E. It is​ cost-effective.

Social networks are largely user controlled.

What is meant by the term​ "the Internet of​ Things" (IoT)? A. That everyone and everything may soon be connected digitally B. That the digital age has not changed the way marketers do things C. That only tangible goods are sold online D. That marketers can make things happen on the internet E. That the internet is an actual thing consisting of hardware and software

That everyone and everything may soon be connected digitally

What is the digital version of​ word-of-mouth marketing? A. Social media B. Viral marketing C. ​Permission-based email D. Blogs E. Brand community websites

Viral marketing

Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. A. ​brand-sponsored B. branded C. brand engagement D. brand equity E. brand community

brand community

The fastest growing form of marketing is​ __________. A. sales promotions B. television advertising C. direct and digital marketing D. personal selling E. publicity and public relations

direct and digital marketing

Buyers have increased their use of direct and digital marketing because they are​ __________. A. ​convenient, private, and hard to use B. ​easy, convenient, and impersonal C. ​easy, convenient, and private D. ​easy, private, and expensive E. ​easy, convenient, and public

easy, convenient, and private

Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is​ __________. A. interactive B. immediate and timely C. ​cost-effective D. engaging E. targeted and personal

interactive

One drawback to viral marketing is that​ __________. A. people tend to ignore it B. it is expensive C. marketers cannot control where users pass along the message D. it allows only for negative exposure to a brand E. videos are not available through viral marketing

marketers cannot control where users pass along the message

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in." A. permission based email marketing B. viral marketing C. spamming D. personalized email E. unsolicited email marketing

permission based email marketing

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. internet fraud B. phishing C. an infomercial D. unauthorized access E. spamming

phishing

A marketing website should be easy to use and visually appealing. To be​ effective, these websites must also be​ __________. A. advertised B. noninteractive C. flashy D. colorful E. useful

useful

Which of the following correctly identifies what direct and digital marketing offer​ sellers? A. ​Inexpensive, effective, and fast B. ​Costly, fast, and effective C. ​Slow, inexpensive, and efficient D. ​Costly, efficient, and fast E. ​Inexpensive, efficient, and fast

​Inexpensive, efficient, and fast

Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________. A. immediate marketing B. ​brand-linked marketing C. web marketing D. ​real-time marketing E. online marketing

​real-time marketing


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