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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
![Page 2: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/2.jpg)
Kotler / Armstrong, Chapter 17
_____ marketing usually seeks a direct, immediate, and measurable consumer response.
1. Mass
2. Indirect
3. Direct
4. Separate
![Page 3: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/3.jpg)
Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is easy, convenient, and private.
1. true
2. false
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Kotler / Armstrong, Chapter 17
For the benefit of the buyer, direct marketing is easy, convenient, and private.
1. true
2. false
![Page 5: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/5.jpg)
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
![Page 6: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/6.jpg)
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
![Page 7: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/7.jpg)
Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of how customers look and behave.”
1. direct
2. customer
3. indirect
4. contracted
![Page 8: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/8.jpg)
Kotler / Armstrong, Chapter 17
The ______ database provides a “snapshot of how customers look and behave.”
1. direct
2. customer
3. indirect
4. contracted
![Page 9: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/9.jpg)
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
![Page 10: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/10.jpg)
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
![Page 11: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/11.jpg)
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
![Page 12: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/12.jpg)
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
![Page 13: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/13.jpg)
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
![Page 14: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/14.jpg)
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
![Page 15: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/15.jpg)
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
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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
![Page 17: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/17.jpg)
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
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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
![Page 19: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/19.jpg)
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
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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
![Page 21: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/21.jpg)
Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more successful than their click-only competitors.
1. true
2. false
![Page 22: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/22.jpg)
Kotler / Armstrong, Chapter 17
Many “click-and-mortar” stores are more successful than their click-only competitors.
1. true
2. false
![Page 23: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/23.jpg)
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
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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
![Page 25: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/25.jpg)
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
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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
![Page 27: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/27.jpg)
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
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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
![Page 29: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/29.jpg)
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
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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
![Page 31: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/31.jpg)
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
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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
![Page 33: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/33.jpg)
Kotler / Armstrong, Chapter 17
Commercially sponsored forums and newsgroups are called Web ________.
1. communities
2. newsgroups
3. coffee shops
4. water coolers
![Page 34: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/34.jpg)
Kotler / Armstrong, Chapter 17
Commercially sponsored forums and newsgroups are called Web ________.
1. communities
2. newsgroups
3. coffee shops
4. water coolers
![Page 35: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/35.jpg)
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
![Page 36: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/36.jpg)
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
![Page 37: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/37.jpg)
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
![Page 38: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/38.jpg)
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
![Page 39: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/39.jpg)
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
![Page 40: Kotler / Armstrong, Chapter 17 _____ marketing usually seeks a direct, immediate, and measurable consumer response. 1.Mass 2.Indirect 3.Direct 4.Separate](https://reader035.vdocuments.site/reader035/viewer/2022081421/56649d795503460f94a5d6b6/html5/thumbnails/40.jpg)
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