Marketing for Hospitality and Tourism, 8e, Global Edition (Kotler)
Chapter 16 Direct, Online, Social Media, and Mobile Marketing
1) Direct connections with carefully targeted individual consumers to both obtain an immediate
response and cultivate lasting customer relationships are known as:
A) Consumer marketing
B) Network marketing
C) Direct marketing
D) Growth marketing
2) The buying or selling process that is supported by electronic means is known as:
A) E-mail
B) E-commerce
C) The Internet
D) Viral marketing
3) A central repository of an organization’s customer information is known as:
A) E-commerce
B) Direct mail marketing
C) Data warehouse
D) Direct marketing
4) Interchanges of ideas in forums and Internet news groups are functions of which domain?
A) Consumer-to-business (C2B)
B) Business-to-consumer (B2C)
C) Business-to-business (B2B)
D) Consumer-to-consumer (C2C)
5) Which of the following is NOT a form of direct marketing?
A) Telephone marketing
B) Marketing Web site
C) Direct mail marketing
D) Kiosk marketing
6) Which of the following is a reason direct marketing has grown?
A) Low cost
B) Loss of other marketing methods
C) Relaxed laws
D) Precision targeting
7) In periods of low demand, companies can use direct marketing to target ________ customers
and produce quick results.
A) New
B) Developing
C) Known
D) Growing
8) Which of the following is NOT a way to measure Direct-marketing efforts?
A) Communication impact
B) Internal promotion
C) The number of inquiries generated
D) The ratio of conversions or purchases realized from inquiries generated
9) Effective direct marketing begins with a good:
A) Competitive plan
B) Customer database
C) Management team
D) Shareholder meeting
10) Data mining predicts all of the following EXCEPT:
A) Which customers are most likely to respond to an offer
B) How to segment a market
C) The occupancy and ADR of a hotel
D) The company’s most loyal customers
11) Online ________ is perhaps the number one e-commerce concern.
A) Piracy
B) Theft
C) Privacy
D) Booking
12) All of the following factors influence the transformation of direct marketing EXCEPT:
A) New internet and networking protocols
B) New computing devices
C) Social media tools and online communities
D) New governmental agencies and regulations
13) All of the following are benefits of direct and digital marketing to buyers EXCEPT:
A) Low-cost
B) Convenience
C) Access
D) Personalize
14) The information on a brand Web site is persuasive in nature and provides the ________ to
support a customer’s purchase.
A) Intellect
B) Preference
C) Contribution
D) Information
15) ________ reflects the ability of a Web site to encourage customers to stay on the Web site
instead of leaving the Web site.
A) Capture
B) Stay rate
C) Stickiness
D) Continuance
16) All of the following are goals of online advertising EXCEPT:
A) Build brand sales
B) Create improved product offerings
C) Consolidate traffic to the company Web site
D) Consolidate traffic to the company social media platforms
17) Which of the following is a challenge associated with the use of social media marketing?
A) Effectiveness
B) Competition
C) Redundancy
D) Effort
18) Which of the following is an important use of mobile device engagement platforms in the
hospitality industry?
A) Creativity stage
B) Product development stage
C) Pre-arrival stage
D) Competition stage
19) All of the following are uses for customer databases EXCEPT:
A) Identify the best customers
B) Generate sales leads
C) Learn about purchasing behavior
D) Combat the competition
20) Viral marketing uses banners on Web pages to advertise.
21) Pop-up ads are the Internet version of word-of-mouth marketing that are so infectious that
customers will want to pass them along to friends.
22) Even with the advent of Internet marketing, the role of direct marketing has stayed the same.
23) Viral marketing can be very expensive and is ineffective.
24) Online marketing is not a growth area of direct marketing.
25) Search related or contextual advertising is not a growth area for online advertising.
26) One problem with database management is that a company may have a number of databases
that do not talk to each other.
27) Data mining is the systematic removal of bad information from the database.
28) Direct marketing channels contain no intermediaries.
29) Face-to-face, direct-mail, catalog, telemarketing, and kiosk marketing are major forms of
digital and social media marketing.
30) Companies find it easy to promote their brands online and to communicate information about
their products and services.
31) An important element in the development of digital marketing is the ability to synchronize
content on a customer’s multiple devices.
32) A company Web site represents the integrated platform that supports all other promotional
and retail activities.
33) Social media marketing represents a feasible solution to the natural intangibility of
hospitality products and services.
34) Advantages of social media marketing include personalization, interactivity, timeliness, and
sharing.
35) UGC influences consumers to switch brands and products.
36) Explain the major benefits of direct marketing.
37) Describe the uses and importance of the different elements of online marketing.
38) Explain the concept of viral marketing.
39) Explain how and why Web communities and social networks have developed on the Internet.
How can the hospitality industry use them?
40) Internet marketing practices have raised a number of ethical and legal questions. Why is
online privacy perhaps the number one e-commerce concern?