Chapter 14: Direct, Online, Social Media, and Mobile Marketing

​_______________________ permits companies to tailor offers and content to needs and interests of carefully defined​ segments, which in turn helps develop​ long-lasting customer relationships as well as resulting in immediate responses. A. Direct marketing B. Public relations C. Sales promotions D. Personal selling E. Advertising

A. Direct marketing

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry? A. Invasion of privacy B. Phishing C. Irritation D. Security E. Fraud

A. Invasion of privacy

Which of the following is a benefit of direct and digital marketing for​ buyers? A. Sense of brand engagement and community B. Efficiency and prices C. Convenience and ease D. Ease of use and ability to obtain lower prices E. A speedy alternative to other mediums

A. Sense of brand engagement and community

​____________________ is the digital version of​ word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. A. Viral marketing B. Social media marketing C. Interactive marketing D. Mobile marketing E. Video marketing

A. Viral marketing

Which of the following is correct regarding most​ firms' direct marketing​ efforts? A. Digital marketing is​ growing, but most companies have ignored it. B. Traditional tools are still heavily used and very important. C. Social​ media, website, and digital marketing have replaced traditional tools. D. Digital usage is​ declining, so most companies are moving away from digital marketing. E. Social media marketing has replaced most other forms of direct marketing.

B. Traditional tools are still heavily used and very important.

According to the​ text, what is one of the biggest advantages of social​ media? A. Immediacy and timeliness B. Targeted and personal application C. Engagement and social sharing capabilities D. ​Cost-effectiveness E. Interactivity

C. Engagement and social sharing capabilities

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. Websites B. Online marketing C. Mobile marketing D. Social media marketing E. ​E-mail

C. Mobile marketing

Which of the following has changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand​ interactions? A. The Internet of Things B. Traditional direct marketing tools C. The digital age D. ​E-mail marketing E. Catalogs

C. The digital age

________________________ are the main forms of direct and digital marketing. A. Online​ marketing, direct response television​ marketing, and mobile marketing B. Mobile​ marketing, social media​ marketing, and direct mail marketing C. Traditional direct marketing tools and new digital marketing tools D. Online​ marketing, social media​ marketing, and telemarketing E. Social media​ marketing, telemarketing, and kiosk marketing

C. Traditional direct marketing tools and new digital marketing tools

Which of the following statements regarding traditional direct marketing forms is​ correct? A. ​Direct-mail marketing cannot be personalized. B. ​Direct-mail marketing is rarely used today because it has been replaced by​ e-mail. C. Kiosk marketing provides consumers with​ information, but it cannot be used for ordering merchandise. D. Marketers use both outbound and inbound telemarketing. E. Printed catalogs have been replaced by online catalogs.

D. Marketers use both outbound and inbound telemarketing.

Marketing Websites

a website that engages consumers to move them closer to a direct purchase or other marketing outcome

Brand Community Website

a website that presents brand content that engages consumers and creates customer community around a brand

Online Advertising

advertising that appears while consumers are browsing online, including display ads, and search related ads

Omni Channel Retailing

creating a seamless cross channel buying experience that integrates in store, online, and mobile shopping

Catalog Marketing

direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Direct Response Television (DRTV) Marketing

direct marketing via television that persuasively describes a product and give customers a toll free number or online site for ordering

Direct and Digital Marketing

engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response to build lasting customer relationships

Social Media

independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content

Mobile Marketing

marketing messages, promotions, and other content delivered to on the go consumers through their mobile devices

Direct Mail Marketing

marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address

Online Marketing

marketing via the internet using company websites, online ads, promotions, email, online video, and blogs

Blogs

online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics

Email Marketing

sending highly targeted, highly personalized, relationship building marketing messages via email

Viral Marketing

the digital version of word or mouth marketing: video, ads, and other marketing content that is so infectious that consumers will seek it out or pass it along to friends

Spam

unsolicited, unwanted commercial email messages

Direct and Social Media Marketing

using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and bogs to engage consumers anywhere, at any time via digital devices

Telemarketing

using the telephone to sell directly to customers