Deck 14: Direct, Online, Social Media, and Mobile Marketing

Question 1

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.

Answer 1

B

Question 2

Which of the following is a traditional direct marketing tool?

A) catalog
B) e-mail
C) blog
D) online advertisement
E) Web site

Answer 2

A

Question 3

Direct marketing is characterized by narrowly defined segments or individual buyers.

Answer 3

True

Question 4

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

Question 5

In which of the following cases is a firm employing omni-channel retailing?

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.

Question 6

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

A) Undifferentiated and differentiated
B) Mass and targeted
C) Direct and digital
D) Internal and external
E) Standardized and customized

Question 7

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

Question 8

________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs.

A) Digital marketing
B) Social media marketing
C) Direct marketing
D) Online marketing
E) Multimedia marketing

Question 9

What are the main forms of direct and digital marketing?

Question 10

Which of the following is a transaction site?

A) Wikipedia
B) Yahoo
C) eBay
D) IMDB
E) Facebook

Question 11

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.

Question 12

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 omni-channel retailing
D) develop retail transaction sites
E) expand their outside sales forces

Question 13

How has the Internet most likely affected direct and digital marketing?

A) The time taken by marketers to reach customer segments has increased.
B) The role of technology has become less intense.
C) The expenditures on direct and digital marketing have increased.
D) The growth of digital sales has seen a significant downturn.
E) The number of mass marketing forms has expanded.

Question 14

Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

Question 15

Direct marketing has undergone a dramatic transformation due to rapid advances in digital technologies.

Question 16

Social media marketing is a traditional direct marketing tool.

Question 17

Explain the major benefits of direct and digital marketing for both customers and sellers.

Question 18

Which of the following are the fastest-growing forms of marketing?

A) direct and digital
B) undifferentiated and differentiated
C) internal and external
D) mass and targeted
E) standardized and customized

Question 19

Which of the following is a direct digital marketing tool?

A) printed catalog
B) direct mail
C) telephone
D) television
E) blog

Question 20

Which of the following statements is most likely true about direct and digital marketing?

A) They are used to sell goods to an undifferentiated market segment.
B) They are inconvenient and lengthen the process for most buyers.
C) They remain unaffected by the rapid growth of technologies.
D) They build customer engagement and constitute a complete model for doing business.
E) They are rarely used by companies as supplementary channels.

Question 21

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.

Question 22

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n)________.

A) branded community Web site
B) promotional Web site
C) interactive Web site
D) e-tailing Web site
E) direct marketing Web site

Question 23

Unsolicited and unwanted commercial e-mail is referred to as ________.

A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam

Question 24

Which of the following is most likely true about e-mail marketing?

A) It cannot be personalized for 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.

Question 25

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.

A) blog
B) catalog
C) search engine
D) spam post
E) viral message

Question 26

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

Question 27

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n)________.

A) online display advertisement
B) contextual advertisement
C) infomercial
D) phishing scam
E) advertorial

Question 28

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

Question 29

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

Question 30

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.

Question 31

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

Question 32

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.

Question 33

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.

Question 34

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.

A) corporate intranet
B) online video
C) viral blog
D) media portal
E) digital kiosk

Question 35

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

Question 36

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

A) phishing site
B) online forum
C) Web blog
D) community Web site
E) marketing Web site

Question 37

Which of the following is an online tool designed to engage customers and 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

Question 38

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

Question 39

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they 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

Question 40

Which of the following account for the largest portion of firms' online advertising spending?

A) display and search-related advertisements
B) search-related and rich media advertisements
C) digital and rich media advertisements
D) community Web sites and blog posts
E) blog posts and digital media

Question 41

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.

A) Indirect marketing
B) Television marketing
C) Mobile marketing
D) Inbound telephone marketing
E) Direct-mail marketing

Question 42

Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

Question 43

A branded community Web site aims to present content that engages consumers rather than sell products to them.

Question 44

As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." These alerting systems can be programmed to meet individual specifications, have special child lock features, and require the thumb impression of the home-owner(s)for a visitor to be allowed inside the house. The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Can the use of e-mail marketing by Secure services be justified for its current marketing effort? Why or why not?

Question 45

________ 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

Question 46

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 United States 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.

Question 47

Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

Question 48

Describe spam and permission-based e-mail marketing.

Question 49

The blogosphere is cluttered and difficult to control.

Question 50

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

Question 51

Blogs are online forums where people post their thoughts and other content, usually on a narrowly defined topic.

Question 52

Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

Question 53

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying?

A) Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.
B) Sharie's boutique issues mobile coupons to existing customers.
C) Java Lava sends a special e-mail to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary.
D) Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.
E) The Music Store launches an app that plays 10 seconds of a new song every time users access it.

Question 54

Explain the concept of viral marketing.

Question 55

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.

Question 56

Differentiate between branded community Web sites and marketing Web sites. Provide examples to illustrate your response.

Question 57

Mobile ads rarely create substantial customer engagement and impact.

Question 58

Compare display ads and search-related ads. Provide examples to illustrate your response.

Question 59

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.

Question 60

Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising.

Question 61

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

Question 62

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

Question 63

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

Question 64

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

Question 65

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

Question 66

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

Question 67

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.

A) virtual world
B) interactive TV
C) direct-response TV
D) podcast
E) e-catalog

Question 68

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing.

A) catalog
B) viral
C) telephone
D) television
E) e-mail

Question 69

________ are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store.

A) Infomercials
B) Viral videos
C) Kiosks
D) Podcasts
E) Catalogs

Question 70

Describe two ways in which marketers can engage in social media. What are the advantages and challenges of social media?

Question 71

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.

Question 72

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

Question 73

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.

Question 74

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

Question 75

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

Question 76

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

Question 77

An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.

A) digital catalogs
B) blogs
C) kiosks
D) traditional catalogs
E) mobile apps

Question 78

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

Question 79

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

Question 80

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.

A) virtual world
B) interactive TV
C) direct-response TV
D) podcast
E) e-catalog