Chapter 17 Set
________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices.
Mobile
Firms, such as Staples, Walmart, and Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firmsengaging?
Multichannel marketing
________ companies use both offline and online marketing channels.
Multichannel marketing
Which term best describes sites such as the New York Times on the Web and ESPN.com?
content site
Which of the following is the fastest growing form of direct marketing?
digital marketing
Which term refers to an in-store machine that allows a customer to order merchandise not carried in the store?
kiosk
________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.
marketing web sites
Which kind of social media networks are smaller communities likely to join or create?
niche
Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.
online community
While shopping at KelfanDesigns.com, Shelly came across a checkbox beside which a statement said, "I want to receive promotional offers from KelfanDesigns.com." Which of the following types of marketing is illustrated in this example?
permission-based e-mail marketing
Online ads that incorporate animation, video, sound, and interactivity are called ________.
rich media ads
Which of the following best describes permission-based e-mail marketing?
sending e-mail pitches only to customers who "opt-in"
The key to a successful Web site is to create enough __________ in order to get consumers to come to the site, stick around, and come back again.
value and engagement
