Kotler / Armstrong, Chapter 17
_____ marketing usually seeks a direct,
immediate, and measurable consumer
response.
1. Mass
2. Indirect
3. Direct
4. Separate
Kotler / Armstrong, Chapter 17
_____ marketing usually seeks a direct,
immediate, and measurable consumer
response.
1. Mass
2. Indirect
3. Direct
4. Separate
Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is
easy, convenient, and private.
1. true
2. false
Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is
easy, convenient, and private.
1. true
2. false
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
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
Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of
how customers look and behave.”
1. direct
2. customer
3. indirect
4. contracted
Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of
how customers look and behave.”
1. direct
2. customer
3. indirect
4. contracted
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
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
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
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
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
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
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
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
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
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
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
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
Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more
successful than their click-only competitors.
1. true
2. false
Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more
successful than their click-only competitors.
1. true
2. 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.
1. business-to-consumer
2. business-to-business
3. consumer-to-business
4. 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.
1. business-to-consumer
2. business-to-business
3. consumer-to-business
4. consumer-to-consumer
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
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
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
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
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
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
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
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
Kotler / Armstrong, Chapter 17
Commercially sponsored forums and
newsgroups are called Web ________.
1. communities
2. newsgroups
3. coffee shops
4. water coolers
Kotler / Armstrong, Chapter 17
Commercially sponsored forums and
newsgroups are called Web ________.
1. communities
2. newsgroups
3. coffee shops
4. water coolers
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
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
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
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
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
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