Marketing Chapter 17

For most​ companies, the first step in conducting online marketing is to create​ what?

a web site

While comparing hotel rates on​ Google's search​ engine, Brenda came across​ text-based ads and links alongside the search results. This form of advertising is known as​ ________.

contextual advertising

Which of the following is the fastest growing form of direct marketing?

digital marketing

Which major promotion category uses catalogs, telephone marketing, kiosks, and the Internet?

direct marketing

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her​ shop?

instant deals and digital coupons

_________ allows consumers to gain additional information about a product through the use of a remote control.

interactive TV

Which term refers to a in-store machine that allows a customer to order merchandise not carried in the store?

kiosk

__________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

marketing web sites

​________ marketing features marketing messages and promotions delivered to​ on-the-go consumers through their handheld devices.

mobile

________ companies use both offline and online marketing channels.

multichannel marketing

​Firms, such as​ Staples, Walmart, and​ Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms​ engaging?

multichannel marketing

​________ companies use both offline and online marketing channels.

multichannel marketing

Which kind of social media networks are smaller communities likely to join or​ create?

niche

Runners can compare​ performances, set up​ profiles, meet new​ people, and share information on​ Nike's Nike+ Web site.​ Nike+ is an example of​ a(n) ________.

online community

_________ involves creating a Web site, video, e-mail, mobile message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends.

viral marketing

Which of the following is considered a traditional form of direct​ marketing?

Face-to-face selling

Which term best describes sites such as the New York Times on the Web and​ ESPN.com?

content site

​Mattel, the toy​ manufacturer, has created a very clever video to present a contest for a winning contestant to experience a​ "Barbie Dream​ Day." At the end of the​ 5-minute video, the viewer is asked to share it with friends. What is this marketing tactic​ called?

viral marketing

While shopping at​ KelfanDesigns.com, Shelly came across a checkbox beside which a statement​ said, "I want to receive promotional offers from​ KelfanDesigns.com." Which of the following types of marketing is illustrated in this​ example?

​permission-based e-mail marketing

What is the primary advantage of printed​ catalogs?

building emotional connections with customers

Online ads that incorporate​ animation, video,​ sound, and interactivity are called​ ________.

rich media ads

Which of the following best describes​ permission-based e-mail​ marketing?

sending e-mail pitches only to costumers who "opt-in"

The key to a successful Web site is to create enough​ __________ in order to get consumers to come to the​ site, stick​ around, and come back again.

value engagement