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Principles of Marketing, 17e, Global Edition (Kotler/Armstrong)
Chapter 17 Direct, Online, Social Media, and Mobile Marketing
1) Amazon.com 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
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
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
4) 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.
5) 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
6) 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.
7) All of the following are benefits of direct marketing for sellers EXCEPT ________.
A) access to small groups or individuals
B) program flexibility
C) mass reach and immediate returns
D) low cost
E) easy to personalize products
8) Direct and digital marketing involve targeting broad segments of customers.
9) Most companies use direct marketing as a supplementary channel or medium.
10) Direct marketing seldom occurs on a one-to-one, interactive basis.
11) Direct marketing through catalogs and direct mailers is still the primary method used by
marketing professionals.
12) For customers, the benefits of direct marketing are being able to shop online anytime and
anywhere.
13) Direct marketing is an expensive way of reaching target markets.
14) How does direct marketing give buyers access to more comparative information about
companies, products, and competitors?
15) How does online marketing provide flexibility for sellers?
16) Explain the major benefits of direct marketing for customers and for sellers.
17) 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
Refer to the scenario below to answer the following question(s).
The Treble Clef sells music books, musical instruments, and novelty gifts of a musical nature.
In recent years, owner Gary Zahn has served as the local representative of several musical
instrument manufacturers, providing a contact person for three local schools. He sends a sample
of a manufacturer's products to schools that request a demonstration or presentation. "If we
don't have it, we can definitely get it for you," Gary tells all Treble Clef visitors and customers.
Most walk-ins are particularly interested in a specific piece of sheet music from a particular era
or just browsing among the hundreds of music knick-knacks in the store. Gary spends most of
his time making presentations to beginners at the local schools and making biweekly visits to
the schools to deliver instruments, make minor repairs, or pick up instruments to ship to the
manufacturer for more complicated repairs.
After establishing a loyal customer base, Gary was convinced that a Treble Clef Web site could
benefit a variety of customers. He began with a simple Web site that provided information
about the store and the types of gifts and services available. The site received so much response
that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I
get sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs
two new pads. When will you be at Elmhurst School to repair it?" The Web site is now able to
accept credit card orders, and gifts can even be wrapped and shipped for no extra charge.
"This Web site idea was fantastic!" Gary admitted. "It allows us to be so responsive. And our
novelties sales have doubled!"
18) Which kind of Web site does Treble Clef use?
A) branded community Web site
B) corporate Web site
C) investor relations Web site
D) marketing Web site
E) online Web site
19) Digital and traditional direct marketing forms must be blended into an integrated marketing
communications program for best results.
20) Identify the traditional direct marketing tools and differentiate them from the digital direct
marketing tools. What is their importance?
21) 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
22) Companies such as Amazon.com and Expedia.com 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
23) Which term best describes sites such as the New York Times on the Web and ESPN.com?
A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer
24) ________ 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
25) 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
26) ________ are designed to engage consumers in interactions that will move them closer to a
direct purchase or other marketing outcome.
A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts
27) Gant Hardware is a huge chain of hardware stores. GantHardware.com helps customers
conduct product research and also lets them order directly online or redirects them to the
nearest Gant retail store. Which of the following best describes GantHardware.com?
A) marketing Web site
B) digital catalog
C) social network
D) podcast
E) blog
28) A(n) ________ is designed to present brand content that engages consumers and creates
customer-brand community.
A) podcast
B) branded community Web site
C) search engine
D) digital catalog
E) online magazine
29) Oscarz Aviation's Web site, GoOscarzAv.com, 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.com is an example of a(n)
________.
A) online social network
B) blog
C) kiosk
D) branded community Web site
E) digital catalog
30) Spartan Sportsgear is a company that sells sports equipment for adventure sports. It recently
launched ExtremeSpartan.com 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.com?
A) branded community Web site
B) digital catalog
C) social network
D) podcast
E) blog
31) Runner Sprintz, a particular brand of shoes, has its own Web site, myrunnersprintz.com 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.com?
A) Web directory
B) blog
C) corporate Web site
D) digital catalog
E) branded community Web site
32) 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
33) 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
34) Effective Web sites contain interactive tools that help find and evaluate content of interest,
links to other related sites, useful information, changing promotional offers, and ________.
A) celebrity endorsers
B) respected columnists
C) advertising for unrelated products
D) enticements for customers to include their friends and contacts
E) entertaining features that lend excitement
35) Online ads that incorporate animation, video, sound, and interactivity are called ________.
A) search-related ads
B) rich media ads
C) content-based ads
D) digital catalogs
E) parody ads
36) In ________, text-based ads and links appear alongside search engine results on sites such
as Google, Yahoo!, and Bing.
A) content sponsorships
B) digital billboards
C) digital catalogs
D) contextual advertisements
E) RSS feeds
37) 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
38) 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.
39) A ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-
mailboxes.
A) catalog
B) spam
C) podcast
D) tweet
E) blog
40) 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
41) 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
42) 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
43) ________ involves creating a video, e-mail, mobile message, advertisement, or other
marketing event that is so infectious that customers will seek it out or pass it along to their
friends.
A) Telemarketing
B) Omni-channel marketing
C) Integrated marketing
D) Viral marketing
E) Kiosk marketing
44) Uptown-Clean Crew is a company that provides house-cleaning services in major urban
and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous video
promoting the company's services and posted it online. Soon the video was a rage as customers
who saw the video found it hilarious and they passed it on to their friends and colleagues
calling it the "Uptown comedy." Which form of marketing is illustrated from this scenario?
A) telemarketing
B) viral marketing
C) integrated marketing
D) omni-channel marketing
E) kiosk marketing
45) What is a disadvantage of a viral success?
A) Many people will see the marketing message.
B) The cost per exposure is relatively low.
C) Word-of-mouth is strong.
D) Publicity is always good.
E) Marketers have little control over where the message ends up.
46) 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
47) 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.
48) 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.
49) 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.
50) 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.
51) ________ 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
52) ________ are online journals where people post their thoughts, usually on a narrowly
defined topic.
A) Social networks
B) Blogs
C) Forums
D) Search engines
E) Web directories
53) Which of the following is a benefit of using blogs as marketing tools for companies?
A) Blogs provide companies with a platform to help portray wider merchandise.
B) Blogs are online selling platforms for people located in hard-to-reach places.
C) Blogs help reach a wider audience compared to other online direct marketing tools.
D) Demographic information about customers can be easily discovered.
E) Blogs can offer a fresh, original, personal, and cheap way to enter into consumer
conversations.
54) Which of the following is a disadvantage of using blogs as a marketing tool?
A) The blogosphere is cluttered and difficult to control.
B) Advertising on a blog is typically expensive and time consuming.
C) Using blogs as a marketing tool offers minimum reach to a target audience.
D) Blogs, when used as a marketing tool, have a low rank in Web directories and search
engines.
E) Blogs do not provide the kind of personalized approach that today's marketers are looking
for.
55) 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
56) 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
57) A marketing Web site interacts with consumers to move them closer to a direct purchase or
other marketing outcome.
58) 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.
59) Marketers drive traffic to the company Web sites solely through using other online and
digital marketing tools.
60) Online-only companies are more successful than omni-channel marketing companies.
61) 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.
62) Consumers welcome e-mail marketing messages; opportunities to control the messages
they receive are frequently ignored.
63) E-mail can be the ultimate direct marketing tool, as it lets marketers send highly targeted,
tightly personalized, relationship-building messages.
