MKT Chap 14

Which of the following statements about blogs is​ correct? A. Companies cannot gain insights from their blogs. B. Blogs are a​ company-controlled medium. C. Blogs can be difficult for the company to control. .D. They are expensive to start and maintain. E. For​ consumers, they are impersonal.

Blogs can be difficult for the company to control.

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. B. Online marketing is the only form of direct and digital marketing. C. Traditional direct marketing tools are still used but are no longer important. D. Direct and digital marketing does not include mobile marketing. E. Marketers today only use 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.

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. Sales promotion B. advertising C. Public relations D. Direct and digital marketing E. Personal selling

Direct and digital marketing

____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Deceptive advertising C. Irritation D. Invasion of privacy E. Deceptive pricing

Invasion of privacy

Which of the following is a form of traditional direct​ marketing? A. Social media marketing .B. Kiosk marketing C. Mobile marketing D. Blogs E. Websites

Kiosk marketing

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing? A. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. B. For​ sellers, direct and digital marketing is inflexible. C. For​ sellers, direct and digital marketing is very inefficient. D. Sellers have opportunities to engage in​ real-time marketing. E. For​ sellers, using direct and digital marketing is expensive.

Sellers have opportunities to engage in​ real-time marketing.

How does Google earn approximately​ 90% of its​ revenues? A. Selling search results .B. Through​ fund-raising C. Selling contextual advertising .D. Selling information to technology businesses E. Selling subscriptions to the site.

Selling contextual advertising

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

Smartphones can be very useful in shopping situations.

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community. A. content .B. ​e-mail C. branded community .D. marketing E. search engine

branded community

According to the​ text, _______ is perhaps the biggest advantage of social media. A. ​user-controlled content .B. return on investment C. the low cost D. engagement and social sharing capabilities .E. the potential for intrusiveness

engagement and social sharing capabilities

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________. A. an infomercial .B. TVsquared2 C. TV D. phishing E. iTV

iTV

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. targeted and personal .B. interactive C. engaging D. immediate and timely E. ​cost-effective

interactive

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) _________. A. kiosk .B. iTV C. infomercial D. DRTV E. website

kiosk

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A. phishing .B. branded community C. search engine D. marketing .E. ​e-mail

marketing

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. ​permission-based e-mail marketing .B. mobile marketing C. online advertising D. blogs E. branded web communities

mobile marketing

A blog is​ a(n) ______. A. type of targeted​ e-mail .B. online forum C. mobile app D. ​text- and​ image-based ad and link that appears atop or alongside search engine results E. type of online advertising

online forum

​Webites, online​ advertising, email, online​ video, and blogs are all forms of​ ______. A. social media marketing B. traditional direct marketing C. mobile marketing D. telemarketing E. online marketing

online marketing

Forms of digital and social media marketing include​ ______. A. online​ marketing, social media​ marketing, and mobile marketing B. kiosk​ marketing, telemarketing and​ direct-response TV marketing C. ​direct-response TV​ marketing, telemarketing and​ direct-mail marketing D. ​telemarketing, face-to-face​ selling, and kiosk marketing E. ​telemarketing, direct-mail​ marketing, and catalog marketing

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

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​ ______. A. mobile marketing B. telemarketing C. spamming D. infomercials E. phishing

phishing

One challenge of social media marketing is that​ ___________. A. social networks are largely​ user-controlled .B. it has not spread globally C. it is​ cost-effective D. very few companies use it E. it is used for​ real-time marketing

social networks are largely​ user-controlled

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​ _______. A. ​e-mail marketing .B. ​omni-channel marketing C. viral marketing D. search engine marketing E. online marketing

viral marketing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. ​Direct-mail marketing .B. Telemarketing C. Kiosk marketing D. ​Direct-response television marketing E. Catalog marketing

​Direct-mail marketing

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. ​e-tailers .B. content sites C. transaction sites D. online social media E. ​search-engine portals

​e-tailers

The benefits of direct and digital marketing for buyers are that it is​ _________. A. ​easy, private and expensive B. ​easy, convenient and impersonal C. ​easy, convenient and private D. ​easy, convenient and public E. ​convenient, private and hard to use

​easy, convenient and private

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

​permission-based e-mail marketing