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Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate.

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Presentation on theme: "Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate."— Presentation transcript:

1 Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate

2 Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate

3 Kotler / Armstrong, Chapter 17 For the benefit of the buyer, direct marketing is easy, convenient, and private. 1.true 2.false

4 Kotler / Armstrong, Chapter 17 For the benefit of the buyer, direct marketing is easy, convenient, and private. 1.true 2.false

5 Kotler / Armstrong, Chapter 17 ____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing. 1.Indirect 2.Positioning 3.Silver-Bullet 4.Direct

6 Kotler / Armstrong, Chapter 17 ____ marketing offers the sellers a low-cost, efficient, and speedy alternative to mass marketing. 1.Indirect 2.Positioning 3.Silver-Bullet 4.Direct

7 Kotler / Armstrong, Chapter 17 The ______ database provides a “snapshot of how customers look and behave.” 1.direct 2.customer 3.indirect 4.contracted

8 Kotler / Armstrong, Chapter 17 The ______ database provides a “snapshot of how customers look and behave.” 1.direct 2.customer 3.indirect 4.contracted

9 Kotler / Armstrong, Chapter 17 The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address. 1.phone 2.Internet 3.intranet 4.mail

10 Kotler / Armstrong, Chapter 17 The direct _____ marketing approach involves sending an offer, announcement, reminder, etc., to a particular address. 1.phone 2.Internet 3.intranet 4.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. 1.true 2.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. 1.true 2.false

13 Kotler / Armstrong, Chapter 17 The federal law “Do-Not-Call Registry” managed by the FTC was established in _____. 1.1991 2.1963 (under Kennedy) 3.2006 4.2003

14 Kotler / Armstrong, Chapter 17 The federal law “Do-Not-Call Registry” managed by the FTC was established in _____. 1.1991 2.1963 (under Kennedy) 3.2006 4.2003

15 Kotler / Armstrong, Chapter 17 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

16 Kotler / Armstrong, Chapter 17 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

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 _____. 1.the intranet 2.the Internet 3.the extranet 4.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 _____. 1.the intranet 2.the Internet 3.the extranet 4.marketing

19 Kotler / Armstrong, Chapter 17 Which of the following is not an example of a click-only company? 1.AOL 2.eBay 3.OfficeDepot.com 4.Google

20 Kotler / Armstrong, Chapter 17 Which of the following is not an example of a click-only company? 1.AOL 2.eBay 3.OfficeDepot.com 4.Google

21 Kotler / Armstrong, Chapter 17 Many “click-and-mortar” stores are more successful than their click-only competitors. 1.true 2.false

22 Kotler / Armstrong, Chapter 17 Many “click-and-mortar” stores are more successful than their click-only competitors. 1.true 2.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. 1.business-to-consumer 2.business-to-business 3.consumer-to-business 4.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. 1.business-to-consumer 2.business-to-business 3.consumer-to-business 4.consumer-to-consumer

25 Kotler / Armstrong, Chapter 17 The e-marketing (online) domain that connects consumers to other consumers is the _____ market. 1.business-to-consumer 2.business-to-business 3.consumer-to-business 4.consumer-to-consumer

26 Kotler / Armstrong, Chapter 17 The e-marketing (online) domain that connects consumers to other consumers is the _____ market. 1.business-to-consumer 2.business-to-business 3.consumer-to-business 4.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 _______. 1.corporate Web site 2.marketing Web site 3.marketing portal 4.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 _______. 1.corporate Web site 2.marketing Web site 3.marketing portal 4.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? 1.content 2.context 3.community 4.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? 1.content 2.context 3.community 4.customization

31 Kotler / Armstrong, Chapter 17 Which form of advertising is the Internet equivalent of “word of mouth”? 1.skyscrapers 2.viral marketing 3.content sponsorships 4.banner ads

32 Kotler / Armstrong, Chapter 17 Which form of advertising is the Internet equivalent of “word of mouth”? 1.skyscrapers 2.viral marketing 3.content sponsorships 4.banner ads

33 Kotler / Armstrong, Chapter 17 Commercially sponsored forums and newsgroups are called Web ________. 1.communities 2.newsgroups 3.coffee shops 4.water coolers

34 Kotler / Armstrong, Chapter 17 Commercially sponsored forums and newsgroups are called Web ________. 1.communities 2.newsgroups 3.coffee shops 4.water coolers

35 Kotler / Armstrong, Chapter 17 While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing. 1.true 2.false

36 Kotler / Armstrong, Chapter 17 While banner ads and viral marketing have found success on the Web, e-mail campaigns have proven disappointing. 1.true 2.false

37 Kotler / Armstrong, Chapter 17 Unsolicited, unwanted commercial e-mail messages are referred to as ______. 1.snail mail 2.trash mail 3.spam 4.permission-based

38 Kotler / Armstrong, Chapter 17 Unsolicited, unwanted commercial e-mail messages are referred to as ______. 1.snail mail 2.trash mail 3.spam 4.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. 1.variable 2.skimming 3.integrated 4.reality

40 Kotler / Armstrong, Chapter 17 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

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