1) ________ consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. |
C) Direct marketing |
2) Which of the following statements is most likely true about direct marketing? |
D) Direct marketing provides opportunities for building customer engagement |
3) Which of the following is the fastest-growing form of marketing? |
A) direct marketing |
4) How has the Internet most likely affected direct marketing? |
C) The expenditures of marketers on direct marketing have increased. |
5) Which of the following is most likely true about direct and digital marketing? |
D) They provide buyers with anytime, anywhere access to products. |
6) Which of the following is a traditional direct marketing tool? |
A) catalog |
7) Which of the following is a direct digital marketing tool? |
E) blog |
8) Which of the following is the fastest-growing form of direct marketing? |
D) digital marketing |
9) In which of the following cases is a firm employing multichannel marketing? |
B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores. |
10) Which of the following is most likely true about the digital age with regards to marketing? |
B) Digital networks allow marketers many ways to build customer relationships |
11) Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. |
D) e-tailers |
12) Which of the following is a transaction site? |
C) eBay |
13) The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. |
C) use multichannel marketing |
14) For most companies, the first step in conducting online marketing is to ________. |
C) create a Web site |
15) Which of the following is an online tool designed to interact with customers to move them closer to a direct purchase or other marketing outcome? |
E) marketing Web site |
16) Which of the following is the primary purpose of branded community Web sites? |
C) creating customer-product engagement |
17) Which of the following is most likely true of branded community Web sites? |
A) They provide engaging content. |
18) Corell Inc. has an online tool that offers a wide variety of Corell shoes for direct purchase. The tool even allows customers to individually design their shoes. Which of the following has Corell most likely used? |
E) marketing Web site |
19) Which of the following is a form of online advertising? |
D)search-related ad |
20) Which of the following is the largest form of online advertising? |
A) contextual advertisements |
21) ________ might appear anywhere on an Internet user’s screen when a user is browsing through an article and are often related to the information being viewed. |
C) Online display ads |
22) 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 ________. |
B) contextual advertisement |
23) Which of the following is most likely true about e-mail marketing? |
D) It is used by marketers to send highly targeted messages. |
24) Which of the following is most likely a consequence of permission-based e-mail marketing? |
A) higher return rates |
25) Which of the following would a firm most likely use to share video content? |
B) social media sites |
26) Which of the following is true of viral marketing? |
A) It is the digital version of word-of-mouth marketing. |
27) 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 ________. |
B) viral marketing |
28) Which of the following is a primary disadvantage of viral marketing? |
C) Marketers have little control over who receives a viral message. |
29) ________ are online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics. |
A) Blogs |
30) Which of the following is a drawback of using blogs as a marketing medium? |
C) The content of a blog is difficult to control. |
31) Which of the following is true of marketing through blogs? |
E) Blogs are an inexpensive yet personal way to connect with customers |
32) 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? |
E) a blog |
33) Unsolicited and unwanted commercial e-mail is referred to as ________. |
E) spam |
34) Glenda is searching airline schedules on HolApp, a mobile Web application. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on air tickets. The banner is best referred to as a(n) ________. |
A) online display advertisement |
35) Which aspect of niche online social networks makes the medium most appealing to marketers? |
C) They cater to the needs of small communities of like-minded people. |
36) Which of the following is most likely an advantage of social media marketing? |
A) Social media are targeted and personal. |
37) ________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. |
B) Mobile |
38) Which of the following would most likely provide on-the-go product information, instant access to price comparisons and customer reviews, and instant digital coupons? |
C) mobile marketing |
Which of the following marketing forms enables consumers to learn about products by scanning Quick Response codes? |
A) mobile marketing |
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address? |
D) 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 ________. |
B) direct-mail marketing |
42) 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. |
A) direct-mail marketing |
43) The promotion of products and services through printed material with multiple pages that sell multiple products is referred to as ________ marketing. |
A) catalog |
44) 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 ________. |
C) catalog marketing |
45) Which of the following is an advantage of printed catalogs? |
A) They drive online and mobile sales. |
46) What is telemarketing? |
B) It is a form of marketing that uses the telephone to sell directly to businesses and consumers. |
47) Which of the following is an example of inbound telemarketing? |
A) Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number. |
48) Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry? |
C) unsolicited outbound telemarketing by businesses |
49) Which of the following is a disadvantage of using social media for marketing? |
E) They are largely user controlled. |
50) Which of the following direct marketing forms includes infomercials? |
A) direct-response television marketing |
51) A 30-minute or longer advertising program on television that markets a single product is called a(n) ________. |
B) infomercial |
52) Haynes, a manufacturer of consumer electronics, created a 30-minute program describing the various ways in which its products could be used and aired the program on television with a toll-free number that interested consumers could call. In this case, Haynes’ program is referred to as a(n) ________. |
B) infomercial |
53) ________ allows consumers to gain additional information about a product or purchase a product through the use of a remote control. |
E) Interactive TV |
54) Which of the following is true with regard to kiosk marketing? |
C) It can be used to provide customized product recommendations. |
55) 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. |
A) kiosk |
56) 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? |
E) crowdsourcing |
57) 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 ________. |
B) phishing |
58) Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry? |
C) invasion of consumer privacy |
59) The Children’s Online Privacy Protection Act requires online operators targeting children to ________. |
B) post privacy policies on their sites |
60) Which of the following is true of the Privacy Promise launched by the Direct Marketing Association? |
B) It requires all DMA members to notify customers when any personal information is sold to others. |
Marketing Chapter 14
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