Marketing Chapter 14

1) ________ consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis.
A) Undifferentiated marketing
B) Mass marketing
C) Direct marketing
D) Internal marketing
E) Standardized marketing
C) Direct marketing
2) Which of the following statements is most likely true about direct marketing?
A) Direct marketing is used to sell goods to an undifferentiated market segment.
B) Direct marketing is an inconvenient and lengthy process for most buyers.
C) Direct marketing models remain unaffected by the rapid growth of technologies.
D) Direct marketing provides opportunities for building customer engagement.
E) Direct marketing is rarely used by companies as a supplementary channel.
D) Direct marketing provides opportunities for building customer engagement
3) Which of the following is the fastest-growing form of marketing?
A) direct marketing
B) undifferentiated marketing
C) internal marketing
D) mass marketing
E) standardized marketing
A) direct marketing
4) How has the Internet most likely affected direct marketing?
A) The time taken by direct marketers to reach customer segments has increased.
B) The role of technology in direct marketing has become less intense.
C) The expenditures of marketers on direct marketing have increased.
D) The growth of digital sales has seen a significant downturn.
E) The number of mass marketing forms has expanded.
C) The expenditures of marketers on direct marketing have increased.
5) Which of the following is most likely true about direct and digital marketing?
A) They make it increasingly difficult for sellers to adjust their prices.
B) They provide sellers a high-cost alternative for reaching their markets.
C) They have become less dependent on social media and the Internet.
D) They provide buyers with anytime, anywhere access to products.
E) They reduce the number of interaction options between buyers and sellers.
D) They provide buyers with anytime, anywhere access to products.
6) Which of the following is a traditional direct marketing tool?
A) catalog
B) e-mail
C) blog
D) online advertisement
E) Web site
A) catalog
7) Which of the following is a direct digital marketing tool?
A) printed catalog
B) direct mail
C) telephone
D) television
E) blog
E) blog
8) Which of the following is the fastest-growing form of direct marketing?
A) catalog marketing
B) kiosk marketing
C) direct-mail marketing
D) digital marketing
E) telephone marketing
D) digital marketing
9) In which of the following cases is a firm employing multichannel marketing?
A) E-tailers such as Hammon.com market their products through a strong online presence.
B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
C) Russel Stores’ sales operations are based on heavy outbound telephone marketing.
D) Lues Wholesalers markets its products to retailers through personal selling.
E) Local convenience stores promote products through word-of-mouth marketing.
B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
10) Which of the following is most likely true about the digital age with regards to marketing?
A) The number of businesses connecting people over digital networks is in decline.
B) Digital networks allow marketers many ways to build customer relationships.
C) The Internet has had little impact on the ways consumers purchase products.
D) Most firms are shifting back to traditional marketing forms to build customer value.
E) Online-only marketing is more commonly used by firms than multichannel marketing.
B) Digital networks allow marketers many ways to build customer relationships
11) Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.
A) search engines
B) content sites
C) transaction sites
D) e-tailers
E) iTV sites
D) e-tailers
12) Which of the following is a transaction site?
A) Wikipedia
B) Yahoo
C) eBay
D) IMDB
E) Facebook
C) eBay
13) The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
A) use traditional direct marketing forms
B) adopt direct-mail marketing
C) use multichannel marketing
D) develop retail transaction sites
E) expand their outside sales forces
C) use multichannel marketing
14) For most companies, the first step in conducting online marketing is to ________.
A) place an ad online
B) send e-mails
C) create a Web site
D) create a social networking site
E) place search-related ads
C) create a Web site
15) Which of the following is an online tool designed to interact with customers to move them closer to a direct purchase or other marketing outcome?
A) direct mail
B) infomercial
C) printed catalogue
D) branded community Web site
E) marketing Web site
E) marketing Web site
16) Which of the following is the primary purpose of branded community Web sites?
A) displaying digital catalogues
B) providing detailed descriptions of products
C) creating customer-product engagement
D) selling products and services
E) sending direct mails to consumers
C) creating customer-product engagement
17) Which of the following is most likely true of branded community Web sites?
A) They provide engaging content.
B) They offer little information about the brand.
C) They contain interactive selling features.
D) They mostly contain static content.
E) They contain heavy pop-up ads of a firm’s products
A) They provide engaging content.
18) Corell Inc. has an online tool that offers a wide variety of Corell shoes for direct purchase. The tool even allows customers to individually design their shoes. Which of the following has Corell most likely used?
A) phishing site
B) online forum
C) Web blog
D) community Web site
E) marketing Web site
E) marketing Web site
19) Which of the following is a form of online advertising?
A) direct mail
B) rich media ad
C) toll-free number
D) search-related ad
E) printed catalog
D)search-related ad
20) Which of the following is the largest form of online advertising?
A) contextual advertisements
B) display advertisements
C) digital catalogs
D) community Web sites
E) blog posts
A) contextual advertisements
21) ________ might appear anywhere on an Internet user’s screen when a user is browsing through an article and are often related to the information being viewed.
A) Viral advertisements
B) Social media sites
C) Online display ads
D) Digital catalogs
E) Printed catalogs
C) Online display ads
22) Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.
A) display advertisement
B) contextual advertisement
C) digital catalog
D) community Web site
E) Web blog
B) contextual advertisement
23) Which of the following is most likely true about e-mail marketing?
A) It cannot be personalized to meet individual consumers.
B) It is a traditional form of direct marketing.
C) It is restricted to the use of personal computers.
D) It is used by marketers to send highly targeted messages.
E) It is always non-intrusive in nature due to spam filters.
D) It is used by marketers to send highly targeted messages.
24) Which of the following is most likely a consequence of permission-based e-mail marketing?
A) higher return rates
B) excessive spamming
C) increased consumer frustration
D) lower consumer response rates
E) reduced consumer interaction
A) higher return rates
25) Which of the following would a firm most likely use to share video content?
A) corporate intranets
B) social media sites
C) viral blogs
D) media portals
E) digital kiosks
B) social media sites
26) Which of the following is true of viral marketing?
A) It is the digital version of word-of-mouth marketing.
B) It refers to online marketing problems caused by technical glitches.
C) It is another term for the unethical invasion of online privacy.
D) It is an automated system that manages digital sales and marketing functions.
E) It is a system that allows a supplier to access a customer’s inventory levels online.
A) It is the digital version of word-of-mouth marketing.
27) Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company’s services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.
A) direct-mail marketing
B) viral marketing
C) catalog marketing
D) contextual advertising
E) display advertising
B) viral marketing
28) Which of the following is a primary disadvantage of viral marketing?
A) The costs of viral marketing are generally too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives a viral message.
D) Viral messages are less likely to be viewed than other types of online promotions.
E) Viral messages are blocked by most search engines.
C) Marketers have little control over who receives a viral message.
29) ________ are online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics.
A) Blogs
B) Catalogs
C) Search engines
D) Spam posts
E) Viral messages
A) Blogs
30) Which of the following is a drawback of using blogs as a marketing medium?
A) Advertising on a blog is typically very expensive.
B) It is difficult to use blogs to reach highly targeted audiences.
C) The content of a blog is difficult to control.
D) A company cannot have more than one blog.
E) Blogs do not provide the kind of personalized medium that today’s marketers want.
C) The content of a blog is difficult to control.
31) Which of the following is true of marketing through blogs?
A) Starting and maintaining blogs is expensive.
B) Blogs are a form of traditional direct marketing.
C) Blogs are typically used to provide automated responses to consumer conversations.
D) Companies should not monitor blogs if they want to reach customers effectively.
E) Blogs are an inexpensive yet personal way to connect with consumers.
E) Blogs are an inexpensive yet personal way to connect with customers
32) Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use?
A) direct e-mail
B) a catalog
C) a search engine
D) a spambot
E) a blog
E) a blog
33) Unsolicited and unwanted commercial e-mail is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam
E) spam
34) Glenda is searching airline schedules on HolApp, a mobile Web application. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on air tickets. The banner is best referred to as a(n) ________.
A) online display advertisement
B) contextual advertisement
C) infomercial
D) phishing scam
E) advertorial
A) online display advertisement
35) Which aspect of niche online social networks makes the medium most appealing to marketers?
A) They help marketers target the best undifferentiated market segment.
B) They are used by a majority of Internet users in the U.S. and overseas.
C) They cater to the needs of small communities of like-minded people.
D) They guide organizations on how to set up social media networks.
E) They allow marketers to control the conversations on the network.
C) They cater to the needs of small communities of like-minded people.
36) Which of the following is most likely an advantage of social media marketing?
A) Social media are targeted and personal.
B) Social media campaign results are easily measured.
C) Social networks are largely marketer controlled.
D) Social media allow marketers to engage in multichannel sales.
E) Social media campaigns are simply implemented and rarely backfire.
A) Social media are targeted and personal.
37) ________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.
A) Direct-mail
B) Mobile
C) Mass
D) Viral
E) Kiosk
B) Mobile
38) Which of the following would most likely provide on-the-go product information, instant access to price comparisons and customer reviews, and instant digital coupons?
A) indirect marketing
B) television marketing
C) mobile marketing
D) inbound telephone marketing
E) direct-mail marketing
C) mobile marketing
Which of the following marketing forms enables consumers to learn about products by scanning Quick Response codes?
A) mobile marketing
B) interactive TV
C) indirect marketing
D) inbound telephone marketing
E) direct-response television marketing
A) mobile marketing
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?
A) kiosk marketing
B) direct digital marketing
C) mass marketing
D) direct-mail marketing
E) telephone marketing
D) direct-mail marketing
The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________.
A) mass marketing
B) direct-mail marketing
C) telemarketing
D) internal marketing
E) kiosk marketing
B) direct-mail marketing
42) Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario.
A) direct-mail marketing
B) mass marketing
C) telephone marketing
D) digital marketing
E) kiosk marketing
A) direct-mail marketing
43) The promotion of products and services through printed material with multiple pages that sell multiple products is referred to as ________ marketing.
A) catalog
B) viral
C) telephone
D) television
E) e-mail
A) catalog
44) Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company’s promotional strategy is referred to as ________.
A) e-mail marketing
B) telemarketing
C) catalog marketing
D) kiosk marketing
E) viral marketing
C) catalog marketing
45) Which of the following is an advantage of printed catalogs?
A) They drive online and mobile sales.
B) They offer an almost unlimited amount of merchandise.
C) They are produced in multiple presentation formats, including search and video.
D) They result in reduced mailing costs.
E) They allow real-time merchandising.
A) They drive online and mobile sales.
46) What is telemarketing?
A) It is the process of promoting products through 30-minute-long infomercials.
B) It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
C) It is the process of marketing products and services using direct-response television advertising.
D) It is a marketing system where product information is provided through unmanned ordering machines.
E) It is the process of selling products through affiliate networks and social media sites.
B) It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
47) Which of the following is an example of inbound telemarketing?
A) Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number.
B) Sterrns Media purchases customer information and later cold calls these customers to generate potential leads.
C) Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products.
D) Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes.
E) Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its Web site.
A) Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number.
48) Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?
A) calls by nonprofit groups
B) business-to-business telemarketing
C) unsolicited outbound telemarketing by businesses
D) inbound telephone marketing
E) “opt-in” calling systems
C) unsolicited outbound telemarketing by businesses
49) Which of the following is a disadvantage of using social media for marketing?
A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.
E) They are largely user controlled.
50) Which of the following direct marketing forms includes infomercials?
A) direct-response television marketing
B) outbound telephone marketing
C) print-catalog marketing
D) direct-mail marketing
E) face-to-face marketing
A) direct-response television marketing
51) A 30-minute or longer advertising program on television that markets a single product is called a(n) ________.
A) phishing program
B) infomercial
C) podcast
D) catalog
E) spambot
B) infomercial
52) Haynes, a manufacturer of consumer electronics, created a 30-minute program describing the various ways in which its products could be used and aired the program on television with a toll-free number that interested consumers could call. In this case, Haynes’ program is referred to as a(n) ________.
A) virtual world
B) infomercial
C) viral video
D) podcast
E) e-catalog
B) infomercial
53) ________ allows consumers to gain additional information about a product or purchase a product through the use of a remote control.
A) Direct-mail marketing
B) Telemarketing
C) Podcasting
D) Data mining
E) Interactive TV
E) Interactive TV
54) Which of the following is true with regard to kiosk marketing?
A) It can be used for selling products, but not services.
B) It cannot be used to order goods that are physically unavailable in a store.
C) It can be used to provide customized product recommendations.
D) It can be used only to generate printed catalogs for small purchases.
E) It can be used to circulate viral videos and infomercials.
C) It can be used to provide customized product recommendations.
55) Green Gardens sells gardening and landscaping goods and equipment. The marketing department places an unmanned machine in the store with touchscreen technology to provide product information. Consumers can use this machine to learn about the company’s products and services. The company’s marketing form is best referred to as ________ marketing.
A) kiosk
B) mobile
C) telephone
D) interactive
E) personalized
A) kiosk
56) Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?
A) cold calling
B) crowdcasting
C) viral marketing
D) phishing
E) crowdsourcing
E) crowdsourcing
57) Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was fraudulent. This is an example of ________.
A) cold calling
B) phishing
C) crowdsourcing
D) data mining
E) viral marketing
B) phishing
58) Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry?
A) customization of search results
B) unwanted e-mail spam
C) invasion of consumer privacy
D) increasing costs of browsing
E) restrictions on digital offers and discounts
C) invasion of consumer privacy
59) The Children’s Online Privacy Protection Act requires online operators targeting children to ________.
A) educate children about digital technologies
B) post privacy policies on their sites
C) collect and store the personal information of parents of these children
D) collect personal information from children under age 13 for security purposes
E) avoid sending e-mails to the parents of children whom they target
B) post privacy policies on their sites
60) Which of the following is true of the Privacy Promise launched by the Direct Marketing Association?
A) It forbids all DMA members from spending excessively on digital advertising.
B) It requires all DMA members to notify customers when any personal information is sold to others.
C) It recommends that DMA members help each other by sharing customer psychographic data.
D) It forbids DMA members from sending e-mail, mail, or phone offers to any customer.
E) It encourages DMA members to create more digital content that is tailored for children under age 13.
B) It requires all DMA members to notify customers when any personal information is sold to others.