BUA Chapter 14 quiz

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 instant access to
all materials

Become a Member