Marketing Exam 3 Chapter 14
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website.
marketing
Interact with consumers to move them closer to a direct purchase or other marketing outcomes
marketing websites
Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes.
mobile marketing
Which of the following statements about blogs is correct?
Blogs can be difficult for the company to control.
Which of the following is true regarding the forms of direct and digital marketing?
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
_______ ads are often associated with somewhat loud or questionable pitches for cleaners, stain removers, kitchen gadgets, and nifty ways to stay in shape without working very hard at it.
DRTV
___________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
What is meant by the phrase "Social media is a pressure-cooker?"
Millions of people will try to shred the message apart, or on the contrary, make it a positive viral process.
Which of the following statements is true regarding sellers and their use of direct and digital marketing?
Sellers have opportunities to engage in real-time marketing.
How does Google earn approximately 90% of its revenues?
Selling contextual advertising
Which of the following statements about mobile marketing is correct?
Smartphones can be very useful in shopping situations.
Which of the following is a reason for a marketer to not utilize social media?
The resources are not available to properly respond to social media.
direct mail marketing offers some distinct _________ over digital forms
advantages
Offers a fresh, original, personal, and inexpensive way to enter into consumer online conversations is a benefit or limitation of a blog?
benefit
Online journals of narrowly defined topics where people and companies post their thoughts and other content
blogs
online journals where people post their thoughts, usually on a narrowly defined topic.
blogs
The primary purpose of _________ websites is to present brand content that engages consumers and creates customer-brand community.
branded community
Present brand content that engages consumers and creates customer community around a brand
branded community websites
for ________ direct and digital marketing are convenient, easy, and private
buyers
Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
catalog marketing
__________ is direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.
catalog marketing
Own security measures and Industry-wide measures are ________ actions
companies
Fear of invasion of privacy and Ready availability of information leaves consumers open to abuse are examples of?
consumer policy
Build customer engagement, brand community, and sales
direct and digital marketing
Engaging directly with targeted individual consumers and customer communities to: Obtain an immediate response and Build lasting customer relationships
direct and digital marketing
Fastest-growing form of marketing?
direct and digital marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
direct and digital marketing
Sending an offer, announcement, reminder, or other item directly to a person at a particular address
direct mail marketing
__________ is sending highly targeted, highly personalized, relationship-building marketing messages via e-mail.
e-mail marketing
sending highly targeted, highly personalized, relationship-building marketing messages via e-mail.
e-mail marketing
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______.
e-tailers
The benefits of direct and digital marketing for buyers are that it is _________.
easy, convenient and private
According to the text, _______ is perhaps the biggest advantage of social media.
engagement and social sharing capabilities
A more recent form of direct-response television marketing is?
iTV
H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called ________.
iTV
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback.
interactive
lets viewers interact with television programming and advertising.
interactive direct tv
They eliminate printing and mailing costs?
internet and digital marketing
includes identity theft and financial scams.
internet fraud
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called a(n) _________.
kiosk
100 Best Buy Express ZoomShop kiosks across the country, conveniently located in airports, busy malls, military bases, and resorts, automatically dispense an assortment of portable media players, digital cameras, gaming consoles, headphones, phone chargers, travel gadgets, and other popular products is an example of?
kiosk marketing
Product or service information and ordering machines placed by companies
kiosk marketing
Which of the following is a form of traditional direct marketing?
kiosk marketing
Wireless-enabled and Face recognition are advantage of?
kiosk marketing
__________ is an example of a traditional direct marketing tool.
kiosk marketing
Is consumer-controlled medium a benefit or limitation of a blog?
limitation
Self-regulatory principles, Advertising option icon, and Privacy rights of children are __________ actions
marketers
Appears while consumers are browsing online
online advertising
__________ is a type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data.
phishing
For _________, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets.
sellers
__________ is unsolicited, unwanted commercial e-mail messages.
spam
__________ is marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.
direct mail marketing
marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.
direct mail marketing
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
direct mail marketing
connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.
direct marketing
marketing via television, including infomercials and interactive television advertising.
direct response television marketing
Direct-response television advertising and Interactive TV (iTV) advertising are examples of? (DRTV)
direct-response television marketing
messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
mobile marketing
__________ is marketing both through stores and other traditional offline channels and through digital, online, social media, and mobile channels.
multichannel marketing
In 2003, U.S. lawmakers established the ____________- which is managed by the Federal Trade Commission (FTC). Do-not-call legislation has helped marketers to develop opt-in calling systems, in which they provide useful information and offers to customers who have invited the company to contact them by phone or e-mail.
national do not call registery
__________ appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms.
online advertising
A blog is a(n) ______.
online forum
Platforms such as Twitter, Facebook, and Instagram are considered which of the following?
social media
Which of the following marketing elements have become more prevalent in the recent past?
social media
__________ is independent and commercial online communities where people congregate, socialize, and exchange views and information.
social media
One challenge of social media marketing is that ___________.
social networks are largely user-controlled
Most companies use direct marketing as a __________ __________ or __________. For example, Sears or Macy's, sell the majority of their merchandise off their store shelves, but they also sell through direct mail, online catalogs, and social media pages.
supplementary channel or medium
Outbound and inbound telephone marketing and Rise of do-not-call legislation resulted in opt-in calling systems are examples of?
telemarketing
Selling directly to customers using the telephone
telemarketing
using the telephone to sell directly to customers.
telemarketing
catalog marketing, face-to-face selling, direct-mail marketing, telemarketing, direct-response television marketing, and kiosk marketing are all examples of what?
traditional direct marketing tools
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______.
viral marketing
Videos, ads, and other marketing content that engage customers to seek out or pass along to friends
viral marketing
the Internet version of word-of-mouth marketing: a Web site, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends.
viral marketing
considered part of the new set of digital marketing tools that have burst into the marketing scene.
web sites, online videos, and mobile marketing
It provides something tangible for people to hold and keep, and it can be used to send samples. It creates an emotional connection with customers that digital cannot. It can be an effective component of a broader integrated marketing campaign
advantages of direct mail marketing
They can offer an almost unlimited amount of merchandise. They offer a broader assortment of presentation formats, including search and video. They allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.
advantages of internet and digital marketing
Promotional content delivered to consumers through their mobile devices and Engage customers anywhere, anytime during the buying and relationship-building processes
mobile marketing
Marketing via the Internet using company Web sites, online ads and promotions, e-mail, online video, and blogs
online marketing
Websites, online advertising, email, online video, and blogs are all forms of ______.
online marketing
Forms of digital and social media marketing include ______.
online marketing, social media marketing, and mobile marketing
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in."
permission-based e-mail marketing
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______.
phishing
Which of the following is not a form of social media?
websites