1. Kotler / Armstrong, Chapter 17
_____ marketing usually seeks a direct, immediate, and measurable consumer response.
Mass
Indirect
Direct
Separate

2. Kotler / Armstrong, Chapter 17
_____ marketing usually seeks a direct, immediate, and measurable consumer response.
Mass
Indirect
Direct
Separate

3. Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is easy, convenient, and private.
true
false

4. Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is easy, convenient, and private.
true
false

5. Kotler / Armstrong, Chapter 17
____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing.
Indirect
Positioning
Silver-Bullet
Direct

6. Kotler / Armstrong, Chapter 17
____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing.
Indirect
Positioning
Silver-Bullet
Direct

7. Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of how customers look and behave.”
direct
customer
indirect
contracted

8. Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of how customers look and behave.”
direct
customer
indirect
contracted

9. Kotler / Armstrong, Chapter 17
The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address.
phone
Internet
intranet
mail

10. Kotler / Armstrong, Chapter 17
The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address.
phone
Internet
intranet
mail

11. 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

12. 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

13. Kotler / Armstrong, Chapter 17
The federal law “Do-Not-Call Registry” managed by the FTC was established in _____.
1991
1963 (under Kennedy)
2006
2003

14. Kotler / Armstrong, Chapter 17
The federal law “Do-Not-Call Registry” managed by the FTC was established in _____.
1991
1963 (under Kennedy)
2006
2003

15. 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

16. 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

17. 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

18. 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

19. Kotler / Armstrong, Chapter 17
Which of the following is not an example of a click-only company?
AOL
eBay
OfficeDepot.com
Google

20. Kotler / Armstrong, Chapter 17
Which of the following is not an example of a click-only company?
AOL
eBay
OfficeDepot.com
Google

21. Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more successful than their click-only competitors.
true
false

22. Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more successful than their click-only competitors.
true
false

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. Kotler / Armstrong, Chapter 17
Which form of advertising is the Internet equivalent of “word of mouth”?
skyscrapers
viral marketing
content sponsorships
banner ads

32. Kotler / Armstrong, Chapter 17
Which form of advertising is the Internet equivalent of “word of mouth”?
skyscrapers
viral marketing
content sponsorships
banner ads

33. Kotler / Armstrong, Chapter 17
Commercially sponsored forums and newsgroups are called Web ________.
communities
newsgroups
coffee shops
water coolers

34. Kotler / Armstrong, Chapter 17
Commercially sponsored forums and newsgroups are called Web ________.
communities
newsgroups
coffee shops
water coolers

35. Kotler / Armstrong, Chapter 17
While banner ads and viral marketing have found success on the Web, campaigns have proven disappointing.
true
false

36. Kotler / Armstrong, Chapter 17
While banner ads and viral marketing have found success on the Web, campaigns have proven disappointing.
true
false

37. Kotler / Armstrong, Chapter 17
Unsolicited, unwanted commercial messages are referred to as ______.
snail mail
trash mail
spam
permission-based

38. Kotler / Armstrong, Chapter 17
Unsolicited, unwanted commercial messages are referred to as ______.
snail mail
trash mail
spam
permission-based

39. 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

40. 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