_____ marketing usually seeks a direct, immediate, and measurable consumer response. Mass Indirect Direct Separate

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

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

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

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

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

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

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

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

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

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

11. 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

12. 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

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

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

15. 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

16. 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

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

18. 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

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

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

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

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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

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

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

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

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

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

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

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

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

39. 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

40. 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