0133850730_tb chapter 17

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1、PrinciplesofMarketing,16e(Kotler)Chapter17Direct,Online,SocialMedia,andMobileMarketing1)Amazon.comandGEICOapproachcustomersviaWebsitesormobileapps.Thisisanexampleof________marketing.A)massB)nicheC)individualD)multi-levelE)directAnswer:EAACSB:Informationtechnolo

2、gySkill:ConceptObjective:LO17.1:Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.Difficulty:Easy2)AllofthefollowingarebenefitsofonlinedirectmarketingforbuyersEXCEPT________.A)accesstonumerousproductsB)accesstoproductre

3、viewsC)liveproductdemonstrationsD)convenienceE)privacyAnswer:CAACSB:InformationtechnologySkill:ConceptObjective:LO17.1:Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.Difficulty:Easy3)Whichofthefollowingstatementsistr

4、ueofdirectmarketing?A)Directmarketingisalsoreferredtoasreferralmarketing.B)Salespersonsarecompensatedforothersalespeopletheyrecruit.C)Directmarketingofferssellersalow-costalternativeforreachingtheirmarkets.D)Directmarketinginvolvestwoormoreintermediaries.E)Indi

5、rectmarketing,consumersearnacommissioneverytimetheybuyaproduct.Answer:CAACSB:AnalyticalthinkingSkill:ConceptObjective:LO17.1:Definedirectanddigitalmarketinganddiscusstheirrapidgrowthandbenefitstocustomersandcompanies.Difficulty:Moderate45Copyright©2016PearsonEd

6、ucation,Inc.4)Whichofthefollowingistrueaboutonlinedirectmarketing?A)Onlinedirectmarketingisalsoreferredtoasmulti-levelmarketing.B)Salespersonsarecompensatedforothersalespeopletheyrecruit.C)Onlinedirectmarketingallowssellerstocreateimmediate,timely,andpersonalof

7、fers.D)Onlinedirectmarketinginvolvestwoormoreintermediaries.E)Inonlinedirectmarketing,outsideandinsidesalesforcescoordinatetoprovidevalueproductstocustomers.Answer:CAACSB:InformationtechnologySkill:ConceptObjective:LO17.1:Definedirectanddigitalmarketinganddiscu

8、sstheirrapidgrowthandbenefitstocustomersandcompanies.Difficulty:Moderate5)AllofthefollowingarebenefitsofdirectmarketingforsellersEXCEPT________.A)accesstosmallgroupsorindivi