Which of the following is most likely an advantage of using direct mail advertising?

Warning: TT: undefined function: 32 Principles of Marketing, 17e, Global Edition (Kotler/Armstrong) Chapter 17 Direct, Online, Social Media, and Mobile Marketing

1. Amazon and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing. A) mass B) niche C) individual D) multi-level E) direct Answer: E AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

2. All of the following are benefits of online direct marketing for buyers EXCEPT ________. A) access to numerous products B) access to product reviews C) live product demonstrations D) convenience E) privacy Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

3. Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________. A) low cost B) efficiency C) speed D) need for sales training E) flexibility Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

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1. Which of the following statements is true of direct marketing? A) Direct marketing is also referred to as referral marketing. B) Salespersons are compensated for other salespeople they recruit. C) Direct marketing offers sellers a low-cost alternative for reaching their markets. D) Direct marketing involves two or more intermediaries. E) In direct marketing, consumers earn a commission every time they buy a product. Answer: C AACSB: Analytical thinking Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Moderate

2. With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________. A) in person B) learning more about customers' needs C) personalizing products and services D) answering questions from customers E) by phone or online Answer: A AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

3. Which of the following is true about online direct marketing? A) Online direct marketing is also referred to as multi-level marketing. B) Salespersons are compensated for other salespeople they recruit. C) Online direct marketing allows sellers to create immediate, timely, and personal offers. D) Online direct marketing involves two or more intermediaries. E) In online direct marketing, outside and inside sales forces coordinate to provide value products to customers. Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Moderate

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1. For customers, the benefits of direct marketing are being able to shop online anytime and anywhere. Answer: TRUE Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

2. Direct marketing is an expensive way of reaching target markets. Answer: FALSE AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

3. How does direct marketing give buyers access to more comparative information about companies, products, and competitors? Answer: Catalogs and Web sites, both forms of direct marketing, can provide extensive product information and helpful product reviews. Customers can easily research companies, products, and competitors by comparing information in catalogs or on various Web sites. AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

4. How does online marketing provide flexibility for sellers? Answer: Online marketing allows the marketer to make ongoing adjustments to its prices and programs or make immediate, timely, and personal announcements and offers. Online catalogs, if used, can be adjusted daily or even hourly if needed. AACSB: Information technology Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Easy

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1. Explain the major benefits of direct marketing for customers and for sellers. Answer: For customers, direct marketing is convenient, easy to use, and private. It gives buyers ready access to a wealth of products and information, at home or work and around the globe. It is immediate and interactive. For sellers, direct marketing is powerful for building customer relationships. Marketers can target small groups or individual consumers, tailor offers to individual needs, and promote these offers through personalized communications. It provides great timing and offers a low- cost, efficient alternative for reaching markets. AACSB: Application of knowledge Skill: Concept Objective: LO 17: Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies. Difficulty: Moderate

2. Which of the following is the fastest growing form of direct marketing? A) ambush marketing B) digital marketing C) direct-mail marketing D) kiosk marketing E) telemarketing Answer: B AACSB: Information technology Skill: Concept Objective: LO 17: Identify and discuss the major forms of direct and digital marketing. Difficulty: Easy

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1. Identify the traditional direct marketing tools and differentiate them from the digital direct marketing tools. What is their importance? Answer: Traditional direct marketing tools include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing. In recent years, however, digital direct marketing tools have burst onto the marketing scene, including online marketing (Web sites, online ads and promotions, e-mail, online videos, and blogs), social media marketing, and mobile marketing. It's important to remember that all of these tools—both the new digital and the more traditional forms—must be blended into a fully integrated marketing communications program. Skill: Concept Objective: LO 17: Identify and discuss the major forms of direct and digital marketing. Difficulty: Easy

2. Online companies include all of the following EXCEPT ________. A) content sites B) online social media C) search engines and portals D) transaction sites E) brick-and-mortar Answer: E AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

3. Companies such as Amazon and Expedia that sell products and services directly to final buyers exclusively over the Internet are known as ________. A) transaction sites B) content sites C) search engines and portals D) e-tailers E) online social media Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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1. Which term best describes sites such as the New York Times on the Web and ESPN? A) search engine B) content site C) online social network D) transaction site E) e-tailer Answer: B AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

2. ________ companies use both offline and online marketing channels. A) Start-up B) Click-only C) Omni-channel retailing D) Brick-and-mortar E) Brick-only Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

3. Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________. A) direct mail brochures B) live demonstrations C) samples D) online video E) focus groups Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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1. Oscarz Aviation's Web site, GoOscarzAv, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv is an example of a(n) ________. A) online social network B) blog C) kiosk D) branded community Web site E) digital catalog Answer: D AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently launched ExtremeSpartan to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan? A) branded community Web site B) digital catalog C) social network D) podcast E) blog Answer: A AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

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1. Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz that welcomes consumers to "the Runner Sprintz Century," invites readers to post their Runner Sprintz stories, and offers a wide variety of shoes for direct purchase. The site even allows customers to individually design their own shoes and share them among their circles on the Web site. Which of the following best describes myrunnersprintz? A) Web directory B) blog C) corporate Web site D) digital catalog E) branded community Web site Answer: E AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. Which of the following is NOT a specific goal of branded community Web sites? A) present brand content that engages consumers B) build closer customer relationships C) generate engagement with and between the brand and its customers D) increase online sales E) allows visitors to interact with likeminded people to explore and communicate experiences with the brand Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

3. Companies must attract visitors to their Web sites. Which of the following is a method companies use to entice visitors not just to visit but also to return to a site? A) using flashy graphics, bright colors and vivid pictures B) aggressively promoting the site in broadcast advertising and through ads and links on other sites C) offering prizes for visiting the site D) providing rewards for visitors connecting their friends to the site E) requiring registration on the first visit to the site Answer: B AACSB: Analytical thinking Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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1. While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________. A) contextual advertising B) rich media ads C) content sponsorship D) catalog advertising E) social media advertising Answer: A AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. Which of the following is true about e-mail marketing messages? A) E-mail marketing messages involve sending an offer, announcement, reminder, or sample to a person living at a particular address. B) E-mail marketing messages involve connecting directly with carefully targeted consumers, exclusively on a one-to-one, interactive basis. C) E-mail marketing messages are effective in reaching the desired target market and result in low costs. D) E-mail marketing messages cost more per thousand people reached than mass media such as television or magazines. E) E-mail marketing messages create a stronger emotional connection with the customers compared to traditional direct mail. Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

3. A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e- mailboxes. A) catalog B) spam C) podcast D) tweet E) blog Answer: B AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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1. Which of the following best describes permission-based e-mail marketing? A) sending unsolicited, unwanted commercial e-mail messages B) sending requests to users to join online social networking communities C) sending e-mail pitches only to customers who "opt-in" D) offering free promotional materials to new customers E) gathering demographic details for customer databases Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario? A) e-mail hosting service B) e-mail spoofing C) catalog marketing D) contextual advertising E) permission-based e-mail marketing Answer: E AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

3. Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these e-mails? A) malware B) adware C) Trojan D) firewall E) spam Answer: E AACSB: Analytical thinking Skill: Application Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

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1. Which of the following is NOT a deception or fraud concern for Internet users and marketers? A) phishing B) viral marketing C) malware D) cyber spying E) spyware Answer: B AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

2. Which of the following statements is true of viral marketing? A) Marketers have significant control over where their viral messages end up. B) Viral marketing gives consumers online places to congregate, socialize, and exchange views. C) Because customers find and pass along the message, viral marketing can be very inexpensive. D) In viral marketing, links appear alongside search engine results on sites such as Google and Bing. E) Viral marketing messages are blocked by most search engines, security software, and social networking sites. Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

3. Which of the following is most likely a disadvantage of viral marketing? A) Viral marketing usually takes time to make an impact. B) Viral marketing is very inexpensive. C) Marketers have great control over who receives the viral message. D) Viral marketing messages are offensive to the audiences who are not a part of the targeted market. E) Viral marketing messages are blocked by most search engines. Answer: C AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

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1. Which of the following is most likely an advantage of viral marketing? A) Viral marketing reinforces consumers' attitudes about a brand. B) Most messages are likely to "go viral." C) Consumers want to be a part of viral marketing. D) Viral marketing can easily be successfully accomplished. E) Viral marketing produces engagement and positive exposure for a brand. Answer: E AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. Which of the following is a reason a consumer would follow a company's blog? A) The blog offers fresh insights or new ideas about the company or products. B) The blog provides the consumer with familiar information. C) The blog allows consumers to communicate with each other. D) A well-followed blog gives the company influence in the marketplace. E) Consumers know that companies want them to follow the blog postings. Answer: A AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

3. ________ are communities over the Internet where people congregate, socialize, and exchange views and information. A) Corporate Web sites B) Interactive television C) Digital catalogs D) Online social networks E) Content sponsorships Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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1. While blogs are a fundamentally a consumer-controlled medium, marketers can ________. A) directly contact customers through them B) use insights from them to improve their marketing programs C) offer special promotions to new customers D) retrieve research data from clicks in them E) provide content Answer: B AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

2. What is a significant issue for social media and for companies using it as a marketing tool? A) measuring viewership B) creating content C) identifying target markets D) monetizing the tool E) recognizing effective social media sites Answer: D AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

3. A marketing Web site interacts with consumers to move them closer to a direct purchase or other marketing outcome. Answer: TRUE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

4. Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly. Answer: TRUE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Moderate

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1. Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools. Answer: FALSE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

2. Online-only companies are more successful than omni-channel marketing companies. Answer: FALSE Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

3. Search advertisers buy search terms from the search site and pay whenever the search terms come up in the results of a consumer's search. Answer: FALSE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

4. Consumers welcome e-mail marketing messages; opportunities to control the messages they receive are frequently ignored. Answer: FALSE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

5. E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted, tightly personalized, relationship-building messages. Answer: TRUE AACSB: Information technology Skill: Concept Objective: LO 17: Explain how companies have responded to the Internet and the digital age with various online marketing strategies. Difficulty: Easy

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