Marketing Pearson Q ch 17

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(B) direct marketing as a supplementary channel
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Priceline.com sells its services through​ __________. A. mass marketing B. direct marketing as a supplementary channel C. direct mail D. personal selling E. direct and digital marketing
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(E) interaction with limited number of customers
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Disadvantages of direct marketing to sellers include​ __________. A. learn more about​ customers’ tastes B. target small groups of customers C. speedy alternative to reach markets D. personalize products and services E. interaction with limited number of customers
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(A) direct and digital marketing
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The fastest growing form of marketing is​ ________. A. direct and digital marketing B. personal selling C. publicity and public relations D. television advertising E. sales promotions
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(A) Direct and digital marketing
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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? A. Direct and digital marketing B. Sales promotion C. Advertising D. Public relations E. Personal selling
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(C) easy, convenient, and private
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The benefits of direct and digital marketing for buyers are that it is​ ________. A. ​easy, convenient, and public B. ​convenient, private, and hard to use C. ​easy, convenient, and private D. ​easy, convenient, and impersonal E. ​easy, private, and expensive
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(C) Sellers have opportunities to engage in​ real-time marketing.
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Which of the following statement is true regarding sellers and their use of direct and digital marketing. A. For​ sellers, using direct and digital marketing is expensive. B. Sellers using direct and digital marketing cannot solicit questions and feedback from customers. C. Sellers have opportunities to engage in​ real-time marketing. D. For​ sellers, direct and digital marketing is inflexible. E. For​ sellers, direct and digital marketing is very inefficient.
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(D) Online sales
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The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to​ __________. A. ​face-to-face selling B. telemarketing C. catalog marketing D. online sales E. ​direct-mail marketing
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(A) Blogs
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​__________ is/are considered a​ consumer-controlled digital media. A. Blogs B. Contextual advertising C. Brand community websites D. Viral marketing E. Online videos
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(C) online​ marketing, social media​ marketing, and mobile marketing
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Forms of digital direct marketing include​ ________. A. ​telemarketing, face-to-face​ selling, and kiosk marketing B. ​direct-response TV​ marketing, telemarketing, and​ direct-mail marketing C. online​ marketing, social media​ marketing, and mobile marketing D. ​telemarketing, direct-mail​ marketing, and catalog marketing E. kiosk​ marketing, telemarketing, and​ direct-response TV marketing
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(D) Online marketing
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Web​ sites, online​ advertising, e-mail, online​ video, and blogs are all forms of​ ________. A. social media marketing B. mobile marketing C. telemarketing D. online marketing E. traditional direct marketing
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(C) Kiosk Marketing
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Which of the following is a form of traditional direct​ marketing? A. Web sites B. Blogs C. Kiosk marketing D. Mobile marketing E. Social media marketing
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(B) Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
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Which of the following is true regarding the forms of direct and digital​ marketing? A. Traditional direct marketing tools are still used but are no longer important. B. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program. C. Online marketing is the only form of direct and digital marketing. D. Marketers today use only direct and digital marketing. E. Direct and digital marketing does not include mobile marketing.
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(A) are largely user controlled
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One of the challenges of social media marketing is that social media​ __________. A. are largely user controlled B. are targeted and personal C. are interactive and complex D. are immediate and timely E. facilitate engagement and social sharing
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(E) direct-response television marketing
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Infomercials are a form of marketing considered a part of​ __________. A. real marketing B. catalog marketing C. mobile marketing D. telemarketing E. ​direct-response television marketing
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(C) branded community Web sites
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The primary purpose of​ ________ is to present brand content that engages consumers and creates​ customer-brand community. A. ​e-mail marketing B. ​search-related ads C. branded community Web sites D. online advertising E. blogs
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(D) Search-related ads
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What is the largest form of online​ advertising? A. ​”Takeover” ads B. Rich media ads C. Display ads D. ​Search-related ads E. ​E-mail marketing
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(D) permission based​ e-mail marketing
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To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ________, which means sending​ e-mail pitches only to customers who​ “opt in.” A. viral marketing B. unsolicited​ e-mail marketing C. phishing D. permission based​ e-mail marketing E. spamming
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(E) Online forum
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A blog is​ a(n) ________. A. ​text- and​ image-based ad and link that appears atop or alongside search engine results B. type of online advertising C. type of​ personalized, targeted​ e-mail D. social network E. online forum
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(C) Companies risk angering already​ ad-weary consumers.
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Why should companies use mobile marketing​ responsibly? A. Mobile marketing may provide unwanted incentives when consumers are just going to make a choice. B. ​Today’s rich-media mobile ads can create substantial engagement and impact. C. Companies risk angering already​ ad-weary consumers. D. Mobile marketing engages customers​ anywhere, anytime during the buying and may affect the​ relationship-building process. E. Mobile marketing may stimulate immediate buying.
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(E) mobile marketing may risk irritating consumers
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Advantages of mobile marketing include all of the following except​ __________. A. the surge in mobile web traffic has made mobile marketing a must for most brands B. marketers use mobile marketing to engage customers​ anywhere, anytime during the buying and​ relationship-building process C. mobile marketing provides​ on-the-go product​ information, price​ comparisons, advice, and reviews from other consumers D. companies use mobile marketing to stimulate immediate buying E. mobile marketing may risk irritating consumers
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(B) interactive
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Because social media are​ ________, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. engaging B. interactive C. immediate and timely D. ​cost-effective E. targeted and personal
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(C) social networks are largely user controlled
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One challenge of social media marketing is that​ ________. A. very few companies use it B. it can create brand communities C. social networks are largely user controlled D. it is used for​ real-time marketing E. it is​ cost-effectiveOne challenge of social media marketing is that​ ________. A. very few companies use it B. it can create brand communities C. social networks are largely user controlled D. it is used for​ real-time marketing E. it is​ cost-effective
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(C) Mobile Marketing
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Marketers use​ ________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes. A. blogs B. branded Web communities C. mobile marketing D. online advertising E. ​permission-based e-mail marketing
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(E) Smartphones can be useful in shopping situations.
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Which of the following statements about mobile marketing is​ correct? A. Like other types of​ advertising, mobile ads are not very engaging. B. Most smartphone owners do not use mobile apps. C. Mobile marketing is not used by companies to stimulate immediate buying. D. Mobile advertising spending in the United States is declining. E. Smartphones can be useful in shopping situations.
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(B) Phishing
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​__________is a type of identity theft that uses deceptive emails and fraudulent online sites. A. ​Pop-unders B. Phishing C. Spam D. ​Direct-response TV commercial E. Snapchat
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B. All companies must agree to notify customers when any personal information is​ rented, sold, or exchanged with others.
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What does the Privacy Promise of the DMA members​ involve? A. The Direct Marketing Association deals with controlling all businesses practicing​ direct, database, and interactive marketing. B. All companies must agree to notify customers when any personal information is​ rented, sold, or exchanged with others. C. The Privacy Promise requires that members remove the names of members who do not remove the names of consumers who do not wish to receive​ mail, phone, or email offers. D. The Privacy Promise requires that all DMA members follow privacy rules. E. All companies must honor consumer requests to opt out of receiving further solicitations.
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(C) Printed catalogs can drive online and mobile sales.
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Which of the following statements regarding catalog marketing is​ true? A. Online catalogs can offer only a limited amount of merchandise. B. Marketers no longer use printed catalogs. C. Printed catalogs can drive online and mobile sales. D. Digital catalogs still incur printing and mailing costs. E. Catalogs have not yet gone digital.
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(C) Phishing
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Consumers might receive an​ e-mail, 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​ ________. A. infomercials B. spamming C. phishing D. telemarketing E. mobile marketing
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(E) invasion of privacy
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​________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Deceptive pricing C. Product safety D. Deceptive advertising E. Invasion of privacy
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(C) kiosk
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Many consumers today rent DVDs from a vending machine called​ “Redbox,” which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called​ a(n) ________. A. ZoomSystem B. iTV C. kiosk D. catalog E. infomercial

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