Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. Mass Indirect Direct Separate
Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. Mass Indirect Direct Separate
Kotler / Armstrong, Chapter 17 For the benefit of the buyer, direct marketing is easy, convenient, and private. true false
Kotler / Armstrong, Chapter 17 For the benefit of the buyer, direct marketing is easy, convenient, and private. true false
Kotler / Armstrong, Chapter 17 ____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing. Indirect Positioning Silver-Bullet Direct
Kotler / Armstrong, Chapter 17 ____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing. Indirect Positioning Silver-Bullet Direct
Kotler / Armstrong, Chapter 17 The ______ database provides a “snapshot of how customers look and behave.” direct customer indirect contracted
Kotler / Armstrong, Chapter 17 The ______ database provides a “snapshot of how customers look and behave.” direct customer indirect contracted
Kotler / Armstrong, Chapter 17 The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address. phone Internet intranet mail
Kotler / Armstrong, Chapter 17 The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address. phone Internet intranet mail
Kotler / Armstrong, Chapter 17 Along with their benefits, Web-based catalogs present challenges; therefore, companies usually continue to print their catalog as well. true false
Kotler / Armstrong, Chapter 17 Along with their benefits, Web-based catalogs present challenges; therefore, companies usually continue to print their catalog as well. true false
Kotler / Armstrong, Chapter 17 The federal law “Do-Not-Call Registry” managed by the FTC was established in _____. 1991 1963 (under Kennedy) 2006 2003
Kotler / Armstrong, Chapter 17 The federal law “Do-Not-Call Registry” managed by the FTC was established in _____. 1991 1963 (under Kennedy) 2006 2003
Kotler / Armstrong, Chapter 17 Direct-response television marketing channels would include which of the following? QVC, HSN, SHOPNBC Value City, Holiday Express IBM, GE, US-Navy AARP, Disney, Marriott
Kotler / Armstrong, Chapter 17 Direct-response television marketing channels would include which of the following? QVC, HSN, SHOPNBC Value City, Holiday Express IBM, GE, US-Navy AARP, Disney, Marriott
Kotler / Armstrong, Chapter 17 The vast public web of computer networks that connects users around the globe to each other and to an “information repository” is known as _____. the intranet the Internet the extranet marketing
Kotler / Armstrong, Chapter 17 The vast public web of computer networks that connects users around the globe to each other and to an “information repository” is known as _____. the intranet the Internet the extranet marketing
Kotler / Armstrong, Chapter 17 Which of the following is not an example of a click-only company? AOL eBay OfficeDepot.com Google
Kotler / Armstrong, Chapter 17 Which of the following is not an example of a click-only company? AOL eBay OfficeDepot.com Google
Kotler / Armstrong, Chapter 17 Many “click-and-mortar” stores are more successful than their click-only competitors. true false
Kotler / Armstrong, Chapter 17 Many “click-and-mortar” stores are more successful than their click-only competitors. true false
Kotler / Armstrong, Chapter 17 The popular press has paid the most attention to the _____ market—the online selling of goods and services to final customers. business-to-consumer business-to-business consumer-to-business consumer-to-consumer
Kotler / Armstrong, Chapter 17 The popular press has paid the most attention to the _____ market—the online selling of goods and services to final customers. business-to-consumer business-to-business consumer-to-business consumer-to-consumer
Kotler / Armstrong, Chapter 17 The e-marketing (online) domain that connects consumers to other consumers is the _____ market. business-to-consumer business-to-business consumer-to-business consumer-to-consumer
Kotler / Armstrong, Chapter 17 The e-marketing (online) domain that connects consumers to other consumers is the _____ market. business-to-consumer business-to-business consumer-to-business consumer-to-consumer
Kotler / Armstrong, Chapter 17 A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome is called a _______. corporate Web site marketing Web site marketing portal promotional channel
Kotler / Armstrong, Chapter 17 A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome is called a _______. corporate Web site marketing Web site marketing portal promotional channel
Kotler / Armstrong, Chapter 17 Which of the following “C’s” refers to a Web site’s ability to tailor itself to different users? content context community customization
Kotler / Armstrong, Chapter 17 Which of the following “C’s” refers to a Web site’s ability to tailor itself to different users? content context community customization
Kotler / Armstrong, Chapter 17 Which form of advertising is the Internet equivalent of “word of mouth”? skyscrapers viral marketing content sponsorships banner ads
Kotler / Armstrong, Chapter 17 Which form of advertising is the Internet equivalent of “word of mouth”? skyscrapers viral marketing content sponsorships banner ads
Kotler / Armstrong, Chapter 17 Commercially sponsored forums and newsgroups are called Web ________. communities newsgroups coffee shops water coolers
Kotler / Armstrong, Chapter 17 Commercially sponsored forums and newsgroups are called Web ________. communities newsgroups coffee shops water coolers
Kotler / Armstrong, Chapter 17 While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing. true false
Kotler / Armstrong, Chapter 17 While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing. true false
Kotler / Armstrong, Chapter 17 Unsolicited, unwanted commercial e-mail messages are referred to as ______. snail mail trash mail spam permission-based
Kotler / Armstrong, Chapter 17 Unsolicited, unwanted commercial e-mail messages are referred to as ______. snail mail trash mail spam permission-based
Kotler / Armstrong, Chapter 17 The use of a(n) _____ direct marketing campaign will employ multiple vehicles and stages to improve response rates. variable skimming integrated reality
Kotler / Armstrong, Chapter 17 The use of a(n) _____ direct marketing campaign will employ multiple vehicles and stages to improve response rates. variable skimming integrated reality