BUA Chapter 14 quiz – Flashcards

Unlock all answers in this set

Unlock answers
question
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?
answer
Direct and digital marketing
question
The benefits of direct and digital marketing for buyers are that it is_________.
answer
Easy, convenient and private
question
Which of the following statements is true regarding sellers and their use of direct and digital marketing?
answer
Sellers have opportunities to engage in real-time marketing.
question
Forms of digital and social media marketing include_______.
answer
Online marketing, social media marketing, and mobile marketing
question
Websites, online advertising, email, online video, and blogs are all forms of _______.
answer
online marketing
question
Which of the following is a form of traditional direct marketing?
answer
Kiosk marketing
question
Which of the following is true regarding the forms of direct and digital marketing?
answer
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
question
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as________.
answer
E-tailers
question
The primary purpose of________ websites is to present brand content that engages consumers and creates customer-brand community.
answer
Branded community
question
Heico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) _______ website.
answer
Marketing
question
How does Google earn approximately 90% of its revenues?
answer
Selling contextual advertising
question
To avoid being intrusive and annoying, most legitimate e-mail marketers practice_______, which means sending e-mail pitches only to customers who "opt in".
answer
Permission-based e-mail marketing
question
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 __________.
answer
Viral marketing
question
A blog is a(n) ________.
answer
Online forum
question
Which of the following statements about blogs is correct?
answer
Blogs can be difficult for the company to control.
question
Because social media are_______, they are ideal for starting and participating in customer conversations and listening to customer feedback.
answer
Interactive
question
One challenge of social media marketing is that__________.
answer
social networks are largely user-controlled
question
Marketers use________ to engage customers anywhere, anytime during the buying and relationship-building processes.
answer
Mobile marketing
question
Which of the following statements about mobile marketing is correct?
answer
Smartphones can be very useful in shopping situations
question
According to the text, _______ is perhaps the biggest advantage of social media.
answer
Engagement and social sharing capabilities
question
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 _________.
answer
Phishing
question
_____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
answer
Invasion of privacy
question
Many consumers today rent DVDs from a venting machine called Redbox, which can be found in retail stores and other locations. Redox is type of direct marketing tool called a(n)_________.
answer
Kiosk
question
_______ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
answer
Direct-mail marketing
question
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 in television marketing is called_______
answer
iTV
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New