BUAD EXAM 3 (CH 14)

Social Media Marketing Challenges

- Effective usage uncertain - Difficult to measure results - Largely user controlled

Digital Catalogs

- Eliminates printing and mailing costs - No space constraints - Real-time merchandising capabilities - Prices can be adjusted instantly

Direct and Digital Marketing

- Engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response - Build lasting customer relationships, engagement, brand, community, and sales

Direct and Digital Marketing Characteristics

- Fastest-growing form of marketing - More internet-based - Direct Marketing claims a surging share of marketing spending and sales - Ad spending on mobile media is exploding

Integrated Social Media Marketing

- Large companies design social media efforts that blend with and support other elements of a brand's marketing strategy and tactics - Firms that use effectively create brand-related social sharing, engagement, and customer community

Mobile Marketing

- Promotional content delivered to consumers through their mobile devices - Engages customers anytime anywhere during the buying and relationship-building process

Social Media Marketing Advantages

- Targeted and personal - Interactive - Immediate and timely - Cost effective - Engagement and social sharing capabilities

Marketers engage social media by:

- Using the existing ones - Setting up their own

​Coca-Cola Unbottled is an online forum where Coke fans and company insiders can​ "look at​ what's beyond the​ bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a​ ________. A.blog B.spam post C.catalog D.search engine E.viral message

A. Blog

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

A. Digital networks allow marketers many ways to build customer relationships

​________ marketing features marketing​ messages, promotions, and other content delivered to​ on-the-go consumers through their portable electronic devices. A.Mobile B.Mass C.Kiosk D.Direct-mail E.Viral

A. Mobile

Online Advertising

Appears while consumers are browsing online (display ads, search-related ads, online classifieds, and other forms)

Online visitors​ can't buy anything at ESPN.com.​ Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of​ a(n) ________. A.direct marketing website B.branded community website C.interactive website D.e-tailing website E.promotional website

B. Branded Community Website

Which kind of marketing involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular postal​ address? A.telephone marketing B.direct digital marketing C.kiosk marketing D.direct-mail marketing E.mass marketing

B. Direct Digital Marketing

Which of the following is most likely true about direct and digital​ marketing? A.They are rarely used by companies as supplementary channels. B.They build customer engagement and constitute a complete model for doing business. C.They are used to sell goods to an undifferentiated market segment. D.They remain unaffected by the rapid growth of technologies. E.They are inconvenient and lengthen the process for most buyers.

B. They build customer engagement and constitute a complete model for doing business

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a​ short, humorous video promoting the​ company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate​ ________. A.display advertising B.viral marketing C.contextual advertising D.direct-mail marketing E.catalog marketing

B. Viral Marketing

Benefits of Direct and Digital Marketing to Buyers and Sellers

Buyers - Convenient, easy, private - Easy buyer-seller interaction (gives buyers access to almost unlimited assortment of goods and a wealth of products and buying information) - Quick access to products and relevant information - Brand engagement and community Sellers - Low-cost, efficient, and speedy - Build close, personalized, interactive, one-to-one customer relationships (companies can interact with customers by phone or online and personalize products and services to specific customer tastes) - Greater flexibility

Which of the following is a traditional direct marketing​ tool? A.website B.email C.catalog D.online advertisement E.blog

C. Catalog

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

C. The time taken by marketers to reach customer segments has increased

Which aspect of social media sites makes the medium most appealing to niche​ marketers? A.They help marketers target the best undifferentiated market segment. B.They are used by a majority of Internet users in the United States and overseas. C.They cater to the needs of small communities of​ like-minded people. D.They allow marketers to control the conversations on the network. E.They guide organizations on how to set up social media networks.

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

Digital Age

Changing customers' notions of convenience, speed, price, product information, service, and brand interactions

Omni-channel Retailing

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

Which of the following is a direct digital marketing​ tool? A.television B.direct mail C.printed catalog D.blogs E.telephone

D. Blogs

​________ 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.Standardized and customized C.Mass and targeted D.Direct and digital E.Internal and external

D. Direct and Digital

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses​ ________ in this scenario. A.telephone marketing B.digital marketing C.kiosk marketing D.direct-mail marketing E.mass marketing

D. Direct-mail Marketing

Which of the following is most likely true about email​ marketing? A.It is restricted to the use of personal computers. B.It is always​ non-intrusive in nature due to spam filters. C.It is a traditional form of direct marketing. D.It is used by marketers to send highly targeted messages. E.It cannot be personalized for individual consumers.

D. It is used by marketers to send highly targeted messages

Which of the following is an example of a retailer using mobile marketing to enrich the​ customer's shopping experience at the same time that they stimulate​ buying? A.Sharie's boutique issues mobile coupons to existing customers. B.The Music Store launches an app that plays 10 seconds of a new song every time users access it. C.Java Lava sends a special email to customers that displays fireworks when​ it's opened to celebrate the​ store's 1-year anniversary. D.Lacey's department store uses a virtual tour app of Paris to promote a​ week-long celebration revolving around​ French-themed clothing,​ jewelry, and fragrances in their stores. E.Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.

D. Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores

Posting digital content on brand websites or on social media sites such as​ YouTube, Facebook,​ Vine, and others are forms of​ ________ marketing. A.viral blog B.media portal C.digital kiosk D.online video E.corporate intranet

D. Online Video

Which of the following is a form of online​ advertising? A.toll-free number B.rich media ad C.printed catalog D.search-related ad E.direct mail

D. Search-related Ad

Which of the following has been limited in recent years by the implementation of the National Do Not Call​ Registry? A.inbound telephone marketing B.business-to-business telemarketing C."opt-in" calling systems D.unsolicited outbound telemarketing by businesses E.calls by nonprofit groups

D. Unsolicited outbound telemarketing by businesses

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.kiosk marketing B.telemarketing C.email marketing D.viral marketing E.catalog marketing

E. Catalog Marketing

What is​ telemarketing? A.It is the process of selling products through affiliate networks and social media sites. B.It is the process of promoting products through​ 30-minute-long infomercials. C.It is a marketing system where product information is provided through unmanned ordering machines. D.It is the process of marketing products and services using​ direct-response television advertising. E.It is a form of marketing that uses the telephone to sell directly to businesses and consumers.

E. It is a form of marketing that uses the telephone to sell directly to businesses and consumers

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing​ outcome? A.infomercial B.direct mail C.printed catalogue D.branded community website E.marketing website

E. Marketing Website

​________ 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.Digital catalogs C.Printed catalogs D.Social media sites E.Online display ads

E. Online Display Ad

​________ refers to marketing via the Internet using company​ websites, online advertising and​ promotions, email​ marketing, online​ video, and blogs. A.Digital marketing B.Social media marketing C.Direct marketing D.Multimedia marketing E.Online marketing

E. Online Marketing

Marketing Websites

Engage consumers to move them closer to a direct purchase or other marketing outcome

Social Media

Independent and commercial online communities where people congregate, socialize, and exchange views and information

Direct-response Television (DRTV) Marketing

Infomercials, usually associated with somewhat loud or questionable pitches for cleaners, etc

Interactive TV Advertising

Lets viewers interact with television programming and advertising

Online Marketing

Marketing via the internet using company website, online ads and promotions, email, online video, and blogs

Customer Community

Places or platforms for customers, experts, partners, and others to discuss a product, marketplace, post reviews, brainstorm new product ideas and engage with one another about a company's products/services/brands

Online Videos

Posting digital video content on brand websites or social media

Branded Community Websites

Present brand content that engages consumers and creates customer-brand community

Catalog Marketing

Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

Kiosk Marketing

Product or service information and ordering machines placed by companies

Telemarketing

Selling directly to customers using the telephone - Outbound: Sell directly to consumers - Inbound: Receive orders from televisions and print ads, direct mail, or catalogs)

Direct-mail Marketing

Sending an offer, announcement, reminder, or other item directly to a person at a particular address - Tangible and creates emotional connection with customers - Effective component of a broader integrated marketing campaign - Direct and personalized - Sent to consumers who want to receive it

Email Marketing

Sending highly targeted, highly personalized, relationship-building marketing messages via email

T/f An issue faced by social media is how to tap the marketing potential of their massive communities and make money without driving off loyal users.

True

T/f As consumers spend more and more time on their tablets and​ smartphones, ad spending on mobile media is exploding.

True

Digital and Social Media Marketing

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices

Viral Marketing

Videos, ads, and other marketing content that customers seek out or pass along to friends (digital form of word-of-mouth)