Marketing Pearson Q ch 17 – Flashcards
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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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(B) direct marketing as a supplementary channel
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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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(E) interaction with limited number of customers
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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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(A) Direct and digital marketing
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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) easy, convenient, and private
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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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(C) Sellers have opportunities to engage in real-time marketing.
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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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(D) Online sales
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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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(A) Blogs
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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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(C) online marketing, social media marketing, and mobile 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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(D) Online 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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(C) Kiosk Marketing
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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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(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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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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(A) are largely user controlled
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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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(E) direct-response television marketing
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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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(C) branded community Web sites
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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) Search-related ads
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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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(D) permission based e-mail marketing
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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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(E) Online forum
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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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(C) Companies risk angering already ad-weary 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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(E) mobile marketing may risk irritating consumers
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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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(B) interactive
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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) social networks are largely user controlled
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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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(C) Mobile Marketing
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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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(E) Smartphones can be useful in shopping situations.
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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) Phishing
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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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B. All companies must agree to notify customers when any personal information is rented, sold, or exchanged with others.
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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) Printed catalogs can drive online and mobile sales.
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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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(C) Phishing
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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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(E) invasion of privacy
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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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(C) kiosk
