MK 360 Ch 14 DSM

Which of the following is a traditional direct marketing​ tool?

Catalog

Which of the following is most likely true about the digital age with regards to​ marketing?

Digital networks allow marketers many ways to build customer relationships.

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

Direct and digital

Social media marketing is a traditional direct marketing tool.

False

Which of the following is true of viral​ marketing?

It is the digital version of​ word-of-mouth marketing.

Which of the following is a primary disadvantage of viral​ marketing?

Marketers have little control over who receives a viral message.

​________ marketing features marketing​ messages, promotions, and other content delivered to​ on-the-go consumers through their portable electronic devices.

Mobile

​________ refers to marketing via the Internet using company Web​ sites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs.

Online Marketing

Which of the following is a drawback of using blogs as a marketing​ medium?

The content of a blog is difficult to control.

Which aspect of niche online social networks makes the medium most appealing to​ marketers?

They cater to the needs of small communities of​ like-minded people.

Which of the following is most likely true about direct and digital​ marketing?

They provide buyers with​ anytime, anywhere access to products. Your answer is correct.

A branded community Web site aims to present content that engages consumers rather than sell products to them.

True

Blogs are online forums where people post their thoughts and other​ content, usually on a narrowly defined topic.

True

Direct marketing is characterized by narrowly defined segments or individual buyers.

True

Viral marketing involves creating​ videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

True

Elise​ Philips, a leading fashion​ designer, connects with her followers through a strong online​ presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this​ case, which of the following marketing forms does Elise​ use?

a blog

Every time a search is made using keywords related to​ construction, search engines display​ text-based advertisements and links to Regan​ Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a​ ________.

contextual advertisement

For most​ companies, the first step in conducting online marketing is to​ ________.

create a Web site

Which of the following is the primary purpose of branded community Web​ sites?

creating​ customer-product engagement

Which of the following are the​ fastest-growing forms of​ marketing?

direct and digital

Which of the following account for the largest portion of​ firms' online advertising​ spending?

display and​ search-related advertisements

Which of the following is a transaction​ site?

eBay

Which of the following is most likely a consequence of​ permission-based e-mail​ marketing?

higher return rates

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely​ used?

marketing Web site

Olivia is searching for natural almond butter on​ SquirrelsApp, a mobile Web application for nut lovers. While browsing the​ application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as​ a(n) ________.

online display advertisement