Presentation is loading. Please wait.

Presentation is loading. Please wait.

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

Published by Modified over 8 years ago

Similar presentations

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

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

Similar presentations

Direct and Online Marketing: Building Direct Customer Relationships

Direct and Online Marketing: Building Direct Customer Relationships
Principles of Marketing

Principles of Marketing
Global Edition Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships Copyright ©2014 by Pearson Education,

Global Edition Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships Copyright ©2014 by Pearson Education,
17- 1 Copyright © 2012 Pearson Education. Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships.

17- 1 Copyright © 2012 Pearson Education. Chapter Seventeen Direct and Online Marketing: Building Direct Customer Relationships.
17- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Seventeen Direct and Online Marketing:

17- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Seventeen Direct and Online Marketing:
Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ 07458 1 Chapter 16.

Marketing for Hospitality and Tourism, 3e©2003 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 16.
C HAPTER 14 DIRECT AND ONLINE MARKETING: Building Direct Customer Relationships CRS Questions & Answers.

C HAPTER 14 DIRECT AND ONLINE MARKETING: Building Direct Customer Relationships CRS Questions & Answers.
Marketing in the Internet Age

Marketing in the Internet Age
Direct and Online Marketing Building Direct Customer Relationships

Direct and Online Marketing Building Direct Customer Relationships
Marketing in the Digital Age 10a. 10a-2 Professor Takada ROAD MAP: Previewing the Concepts The major forces shaping the new digital age. The major forces.

Marketing in the Digital Age 10a. 10a-2 Professor Takada ROAD MAP: Previewing the Concepts The major forces shaping the new digital age. The major forces.
© 2010 Pearson Education Canada 13-1 Marketing: An Introduction Third Canadian Edition Armstrong, Kotler, Cunningham, Buchwitz Chapter Thirteen Direct.

© 2010 Pearson Education Canada 13-1 Marketing: An Introduction Third Canadian Edition Armstrong, Kotler, Cunningham, Buchwitz Chapter Thirteen Direct.
Direct and Online Marketing Building Direct Customer Relationships

Direct and Online Marketing Building Direct Customer Relationships
Learning Goals Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business.

Learning Goals Be able to identify the major forces shaping the new digital age. Understand how companies have responded to the Internet with e-business.
Marketing in the New Internet Economy

Marketing in the New Internet Economy
Kotler / Armstrong, Chapter 16 ______ are salespersons who use creative selling and relationship building. 1.Order getters 2.Order takers 3.Task givers.

Kotler / Armstrong, Chapter 16 ______ are salespersons who use creative selling and relationship building. 1.Order getters 2.Order takers 3.Task givers.
Direct and Online Marketing: Building Direct Customer Relationships

Direct and Online Marketing: Building Direct Customer Relationships
 Copyright 1999 Prentice Hall 17-1 Chapter 17 Direct and Online Marketing PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong.

 Copyright 1999 Prentice Hall 17-1 Chapter 17 Direct and Online Marketing PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong.
Copyright © 2007 Pearson Education Canada13-1 Marketing: An Introduction Second Canadian Edition Armstrong, Kotler, Cunningham, Mitchell and Buchwitz Chapter.

Copyright © 2007 Pearson Education Canada13-1 Marketing: An Introduction Second Canadian Edition Armstrong, Kotler, Cunningham, Mitchell and Buchwitz Chapter.
Direct and Online Marketing

Direct and Online Marketing
E-commerce E-commerce is defined as the process of buying, selling, or exchanging products, services, or information via computer networks, including.

E-commerce E-commerce is defined "as the process of buying, selling, or exchanging products, services, or information via computer networks, including.

Similar presentations

Ads by Google