MKT: 13

corporate (or brand) website

A website designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.• They typically offer a rich variety of information and other features in an effort to answer customer questions, build closer customer relationships, and generate excitement about the company or brand. •For example, Lego doesn't sell its products at https://ideas.lego.com, but fosters a Lego community for its members, a blog, contests and offers customers the ability to submit ideas for Lego sets.

E

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? A) phishing site B) online forum C) Web blog D) community Web site E) marketing Web site

C

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. A) e-mail marketing B) telemarketing C) catalog marketing D) kiosk marketing E) viral marketing

earch-related ads, display ads, and online classifieds.

Click on a given ad and you'll be redirected to that sellers' website.•The sellers' goals are to increase web traffic on their marketing websites. •The major forms of online advertising include

C

For most companies, the first step in conducting online marketing is to ________. A) place an ad online B) send e-mails C) create a Web site D) create a social networking site E) place search-related ads

C

How has the Internet most likely affected direct and digital marketing? A) The time taken by marketers to reach customer segments has increased. B) The role of technology has become less intense. C) The expenditures on direct and digital marketing have increased. D) The growth of digital sales has seen a significant downturn. E) The number of mass marketing forms has expanded.

Web traffic

Is a measure of the number of visitors and the number of pages they visit on a given website.•For example, type in 'shampoo' into Google's search engine and ads will pop up at the top from different sellers (e.g. Walgreens, Walmart etc.).

A

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) ________. A) online display advertisement B) contextual advertisement C) infomercial D) phishing scam E) advertorial

A

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing. A) catalog B) viral C) telephone D) television E) e-mail

A

Which of the following is a traditional direct marketing tool? A) catalog B) e-mail C) blog D) online advertisement E) Web site

D

Which of the following is most likely true about direct and digital marketing? A) They make it increasingly difficult for sellers to adjust their prices. B) They provide sellers a high-cost alternative for reaching their markets. C) They have become less dependent on social media and the Internet. D) They provide buyers with anytime, anywhere access to products. E) They reduce the number of interaction options between buyers and sellers.

B

Which of the following is most likely true about the digital age with regards to marketing? A) The number of businesses connecting people over digital networks is in decline. B) Digital networks allow marketers many ways to build customer relationships. C) The Internet has had little impact on the ways consumers purchase products. D) Most firms are shifting back to traditional marketing forms to build customer value. E) Online-only marketing is more commonly used by firms than multichannel marketing

C

Which of the following is the primary purpose of branded community Web sites? A) displaying digital catalogues B) providing detailed descriptions of products C) creating customer-product engagement D) selling products and services E) sending direct mails to consumers

A

Which of the following is true of viral marketing? A) It is the digital version of word-of-mouth marketing. B) It refers to online marketing problems caused by technical glitches. C) It is another term for the unethical invasion of online privacy. D) It is an automated system that manages digital sales and marketing functions. E) It is a system that allows a supplier to access a customer's inventory levels online.

C

_______ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A) Undifferentiated and differentiated B) Mass and targeted C) Direct and digital D) Internal and external E) Standardized and customized

B

________ is/are defined as a form of paid advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. A) direct mail B) display ads C) email marketing D) search-related ads E) catalog marketing

C

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. A) Viral advertisements B) Social media sites C) Online display ads D) Digital catalogs E) Printed catalogs

D

_________ are non-paid links that emerge as search results when specific keywords are entered on search engines. A) Search engine links B) Google listings C) Sponsored links D) Organic listings E) Display ads

marketing website.

hese sites engage consumers in an interaction that will move them closer to a direct purchase or other marketing outcome. •To attract visitors, companies aggressively promote their websites in offline print and broadcast advertising and through ads and links on other sites. •The key is to create enough value and excitement to get consumers who come to the site to stick around and come back again. •At the very least, a website should be easy to use, professional looking, and physically attractive.