Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable...

Kotler / Armstrong, Chapter 17

_____ marketing usually seeks a direct, immediate, and measurable consumer response.

1. Mass

2. Indirect

3. Direct

4. Separate

_____ marketing usually seeks a direct, immediate, and measurable consumer response.

1. Mass

2. Indirect

3. Direct

4. Separate

For the benefit of the buyer, direct marketing is easy, convenient, and private.

1. true

2. false

For the benefit of the buyer, direct marketing is easy, convenient, and private.

1. true

2. false

____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing.

1. Indirect

2. Positioning

3. Silver-Bullet

4. Direct

____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing.

1. Indirect

2. Positioning

3. Silver-Bullet

4. Direct

The ______ database provides a “snapshot of how customers look and behave.”

1. direct

2. customer

3. indirect

4. contracted

The ______ database provides a “snapshot of how customers look and behave.”

1. direct

2. customer

3. indirect

4. contracted

The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address.

1. phone

2. Internet

3. intranet

4. mail

The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address.

1. phone

2. Internet

3. intranet

4. mail

Along with their benefits, Web-based catalogs present challenges; therefore, companies usually continue to print their catalog as well.

1. true

2. false

Along with their benefits, Web-based catalogs present challenges; therefore, companies usually continue to print their catalog as well.

1. true

2. false

The federal law “Do-Not-Call Registry” managed by the FTC was established in _____.

1. 1991

2. 1963 (under Kennedy)

3. 2006

4. 2003

The federal law “Do-Not-Call Registry” managed by the FTC was established in _____.

1. 1991

2. 1963 (under Kennedy)

3. 2006

4. 2003

Direct-response television marketing channels would include which of the following?

1. QVC, HSN, SHOPNBC

2. Value City, Holiday Express

3. IBM, GE, US-Navy

4. AARP, Disney, Marriott

Direct-response television marketing channels would include which of the following?

1. QVC, HSN, SHOPNBC

2. Value City, Holiday Express

3. IBM, GE, US-Navy

4. AARP, Disney, Marriott

The vast public web of computer networks that connects users around the globe to each other and to an “information repository” is known as _____.

1. the intranet

2. the Internet

3. the extranet

4. marketing

The vast public web of computer networks that connects users around the globe to each other and to an “information repository” is known as _____.

1. the intranet

2. the Internet

3. the extranet

4. marketing

Which of the following is not an example of a click-only company?

1. AOL

2. eBay

3. OfficeDepot.com

4. Google

Which of the following is not an example of a click-only company?

1. AOL

2. eBay

3. OfficeDepot.com

4. Google

Many “click-and-mortar” stores are more successful than their click-only competitors.

1. true

2. false

Many “click-and-mortar” stores are more successful than their click-only competitors.

1. true

2. false

The popular press has paid the most attention to the _____ market—the online selling of goods and services to final customers.

1. business-to-consumer

2. business-to-business

3. consumer-to-business

4. consumer-to-consumer

The popular press has paid the most attention to the _____ market—the online selling of goods and services to final customers.

The e-marketing (online) domain that connects consumers to other consumers is the _____ market.

A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome is called a _______.

1. corporate Web site

2. marketing Web site

3. marketing portal

4. promotional channel

A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome is called a _______.

1. corporate Web site

2. marketing Web site

3. marketing portal

4. promotional channel

Which of the following “C’s” refers to a Web site’s ability to tailor itself to different users?

1. content

2. context

3. community

4. customization

Which of the following “C’s” refers to a Web site’s ability to tailor itself to different users?

1. content

2. context

3. community

4. customization

Which form of advertising is the Internet equivalent of “word of mouth”?

1. skyscrapers

2. viral marketing

3. content sponsorships

4. banner ads

Which form of advertising is the Internet equivalent of “word of mouth”?

1. skyscrapers

2. viral marketing

3. content sponsorships

4. banner ads

Commercially sponsored forums and newsgroups are called Web ________.

1. communities

2. newsgroups

3. coffee shops

4. water coolers

Commercially sponsored forums and newsgroups are called Web ________.

1. communities

2. newsgroups

3. coffee shops

4. water coolers

While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing.

1. true

2. false

While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing.

1. true

2. false

Unsolicited, unwanted commercial e-mail messages are referred to as ______.

1. snail mail

2. trash mail

3. spam

4. permission-based

Unsolicited, unwanted commercial e-mail messages are referred to as ______.

1. snail mail

2. trash mail

3. spam

4. permission-based

The use of a(n) _____ direct marketing campaign will employ multiple vehicles and stages to improve response rates.

1. variable

2. skimming

3. integrated

4. reality

The use of a(n) _____ direct marketing campaign will employ multiple vehicles and stages to improve response rates.

1. variable

2. skimming

3. integrated

4. reality

Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable...

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