Business Marketing Chapter 17

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 fastest growing form of marketing is​ __________.
answer

direct and digital marketing
question

Buyers have increased their use of direct and digital marketing because they are​ __________.
answer

easy, convenient, and private
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Which of the following correctly identifies what direct and digital marketing offer​ sellers?
answer

inexpensive, efficient and fast
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Digital marketing can link brands to important moments in​ customer’s lives. This aspect of digital marketing is called​ __________.
answer

real–time marketing
question

Which of the following correctly identifies forms of digital direct​ marketing?
answer

online marketing, social media marketing, and mobile marketing
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Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
answer

brand community
question

What are the two main forms of online​ advertising?
answer

display ads and search-related ads
question

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ “opt in.”
answer

permission based email marketing
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What is the digital version of​ word-of-mouth marketing?
answer

viral marketing
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One drawback to viral marketing is that​ __________.
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marketers cannot control where users pass along the message
question

Which of the following is a potential disadvantage to using blogs for​ marketing?
answer

blogs are a user-controlled medium
question

What is meant by the term​ “the Internet of​ Things” (IoT)?
answer

That everyone and everything may soon be connected digitally
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A marketing website should be easy to use and visually appealing. To be​ effective, these websites must also be​ __________.
answer

useful
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According to the​ text, what can be the ultimate direct marketing​ medium, assuming it is used​ correctly?
answer

email
question

Which of the following would represent a niche online social networking​ site?
answer

Birdpost
question

Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is​ __________.
answer

interactive
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Which of the following is a challenge to marketers regarding their use of social​ media?
answer

social networks are largely user controlled
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Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and​ relationship-building processes?
answer

mobile marketing
question

Which of the following statements regarding mobile marketing is​ correct?
answer

smartphones can be very useful in shopping situations
question

Direct mail is well suited for which of the​ following?
answer

direct, one-to-one communications
question

Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing​ tool?
answer

Kiosk
question

Which of the following statements regarding catalog marketing is​ correct?
answer

Printed catalogs can drive online and mobile sales
question

Consumers may receive an​ email, supposedly from their bank or credit card​ company, saying that their​ account’s security has been compromised. The sender asks them 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

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry?
answer

Invasion of privacy

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