MKT 210 Ch. 17
Many company websites are now designed to do more than just sell product. These websites, known as _______________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
brand community
The primary purpose of _______________ is to present brand content that engages consumers and creates customer-brand community.
branded community Web sites
The fastest growing form of marketing is ________________.
direct and digital marketing
Infomercials are a form of marketing considered a part of ______________.
direct-response television marketing
What are the two main forms of online advertising?
display ads and search-related ads
The benefits of direct and digital marketing for buyers are that it is ________________.
easy, convenient, and private
Because social media are _____________, they are ideal for starting and participating in customer conversations and listening to customer feedback.
interactive
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
Forms of digital direct marketing include _____________.
online marketing, social media marketing, and mobile 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
Direct mail is well suited for which of the following?
Direct, one-to-one communications
According to the text, what can be the ultimate direct marketing medium, assuming its used correctly?
_______________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
The Privacy Promise of the DMA members involves all of the following EXCEPT:
Members can continue to contact consumers if they request to opt out.
_________________ is a type of identity theft that uses deceptive emails and fraudulent online sites.
Phishing
Which of the following statements regarding catalog marketing is true?
Printed catalogs can drive online and mobile sales.
What is the digital version of word-of-mouth marketing?
Viral marketing
One drawback to viral marketing is that _________________.
marketers cannot control where users pass along the message
Web sites, online advertising, e-mail, online video, and blogs are all forms of ________________.
online marketing
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called ________________.
real-time marketing