MKTG - Chapter 14

Direct-response television (DRTV) marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising.

true

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.

true

Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

true

Which of the following is true of marketing through blogs?

Blogs are an inexpensive yet personal way to connect with consumers.

Which of the following is most likely true about the digital age with regards to marketing?

Digital networks allow marketers many ways to build customer relationships.

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Direct and digital

What is telemarketing?

It is a form of marketing that uses the telephone to sell directly to businesses and consumers.

Which of the following is true of viral marketing?

It is the digital version of word-of-mouth marketing.

Which of the following is most likely true about e-mail marketing?

It is used by marketers to send highly targeted messages.

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA)?

It requires all DMA members to notify customers when any personal information is rented, sold, or exchanged with others

________ are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store

Kiosks

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.

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

Marketers have little control over who receives a viral message.

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.

Mobile

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

Mobile marketing

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

Online display ads

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

Online marketing

Which of the following is most likely an advantage of social media marketing?

Social media are targeted and personal.

Which of the following is an example of inbound telemarketing?

Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number.

Which of the following is a drawback of using blogs as a marketing medium?

The content of a blog is difficult to control.

How has the Internet most likely affected direct and digital marketing?

The expenditures on direct and digital marketing have increased.

Which of the following is a disadvantage of using social media for marketing?

They are largely user controlled.

Which of the following statements is most likely true about direct and digital marketing?

They build customer engagement and constitute a complete model for doing business

Which aspect of niche online social networks makes the medium most appealing to marketers?

They cater to the needs of small communities of like-minded people

Which of the following is most likely true about direct and digital marketing?

They provide buyers with anytime, anywhere access to products.

In which of the following cases is a firm employing omni-channel retailing?

Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Elise Philips, 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 Elise use?

a blog

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 is a direct digital marketing tool?

blog

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.

branded community Web site

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing.

catalog

Which of the following is a traditional direct marketing tool?

catalog

Bradley Springs, 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

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.

contextual advertisement

For most companies, the first step in conducting online marketing is to ________.

create a Web site

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

creating customer-product engagement

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

Which of the following are the fastest-growing forms of marketing?

direct and digital

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario.

direct-mail 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

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?

direct-mail marketing

Which of the following direct marketing forms includes infomercials?

direct-response television marketing

Which of the following account for the largest portion of firms' online advertising spending?

display and search-related advertisements

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

e-tailers

Which of the following is a transaction site?

eBay

Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

false

Marketers use inbound telephone marketing to sell to customers directly.

false

Mobile ads rarely create substantial customer engagement and impact.

false

Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer

false

Printed catalogs hold very little importance to marketers in the digital era.

false

Social media marketing is a traditional direct marketing tool.

false

Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

false

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

false

The marketing results from direct mail are difficult to measure

false

Whereas space is limited in an online catalog, print catalogs can offer an almost unlimited amount of merchandise.

false

Which of the following is most likely a consequence of permission-based e-mail marketing?

higher return rates

A 30-minute or longer advertising program on television that markets a single product is called a(n) ________.

infomercial

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.

interactive TV

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.

interactive TV

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?

invasion of consumer privacy

Green Gardens sells gardening and landscaping goods and equipment. The marketing department places an unmanned machine in the store with touchscreen technology to provide product information. Consumers can use this machine to learn about the company's products and services. The company's marketing form is best referred to as ________ marketing.

kiosk

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

marketing Web site

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?

marketing Web site

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 advertisement

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.

online video

Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was fraudulent. This is an example of ________.

phishing

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

phishing

The Children's Online Privacy Protection Act requires online operators targeting children to ________.

post privacy policies on their sites

Which of the following is a form of online advertising?

search-related ad

Unsolicited and unwanted commercial e-mail is referred to as ________.

spam

Direct marketing is characterized by narrowly defined segments or individual buyers.

true

A branded community Web site aims to present content that engages consumers rather than sell products to them.

true

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising

true

An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

true

Blogs are online forums where people post their thoughts and other content, usually on a narrowly defined topic

true

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

true

Direct marketing has undergone a dramatic transformation due to rapid advances in digital technologies.

true

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

true

The National Do Not Call Registry is managed by the Federal Trade Commission

true

The blogosphere is cluttered and difficult to control.

true

Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others

true

iTV lets viewers interact with television programming and advertising using their remote controls.

true

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

unsolicited outbound telemarketing by businesses

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.

use omni-channel retailing

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.

viral marketing