MKT 3013 - Chapter 14

Blog

An online journal where people post their thoughts, usually on a narrowly defined topic.

Online Advertising

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

Traditional direct marketing tools:

1. Catalog Marketing 2. Face-to-Face Selling 3. Kiosk Marketing 4. Direct-Mail Marketing

Phishing

A type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data.

Catalog Marketing

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Internet Fraud

Includes identity theft and financial scams.

Social Media

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

Spam

Is unsolicited, unwanted commercial email messages.

Direct-Mail Marketing

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address. Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Direct-Response Television Marketing

Marketing via television, including infomercials and interactive television advertising

Permission-Based Email Marketing

Sending email pitches only to customers who "opt in."

Email Marketing

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

Viral Marketing

The internet version of word-of-mouth marketing: a website, video, email message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends.

Telemarketing

Using the telephone to sell directly to customers.

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry? A. Invasion of privacy B. Phishing C. Irritation D. Fraud E. Security

a

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​ ______. A. phishing B. mobile marketing C. telemarketing D. spamming E. infomercials

a

Which of the following statements about blogs is​ correct? A. Blogs can be difficult for the company to control. B. Companies cannot gain insights from their blogs. C. They are expensive to start and maintain. D. Blogs are a​ company-controlled medium. E. For​ consumers, they are impersonal.

a

Which of the following represent the newer tools of digital direct​ marketing? A. ​Telemarketing, face-to-face​ selling, and kiosk marketing B. Telemarketing, direct-mail​ marketing, and catalog marketing C. Online​ marketing, social media​ marketing, and mobile marketing D. Direct-response TV​ marketing, telemarketing, and​ direct-mail marketing E. Kiosk​ marketing, telemarketing, and​ direct-response TV marketing

c

According to the​ text, what is one of the biggest advantages of social​ media? A. Interactivity B. Cost-effectiveness C. Targeted and personal application D. Engagement and social sharing capabilities E. Immediacy and timeliness

d

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. ​search-engine portals B. transaction sites C. content sites D. e-tailers E. online social media

d

Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ______. A. mobile marketing B. traditional direct marketing C. social media marketing D. online marketing E. telemarketing

d

Direct Marketing

Connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis

Online Marketing

Efforts to market products and services and build customer relationships over the Internet.

​_______________________ permits companies to tailor offers and content to needs and interests of carefully defined​ segments, which in turn helps develop​ long-lasting customer relationships as well as resulting in immediate responses. A. Direct marketing B. Public relations C. Advertising D. Personal selling E. Sales promotions

a

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. Social media marketing B. Mobile marketing C. E-mail D. Websites E. Online marketing

b

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase. A. interactive websites B. informational C. marketing D. social marketing E. brand community

e

Which of the following has changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand​ interactions? A. The Internet of Things B. Traditional direct marketing tools C. E-mail marketing D. Catalogs E. The digital age

e

A form of television marketing which persuasively describes a product and give customers a​ toll-free number or an online site for ordering is known as​ _________________. A. telemarketing B. catalog marketing C. DRTV marketing D. interactive television marketing E. kiosk marketing

c

Which of the following is correct regarding most​ firms' direct marketing​ efforts? A. Digital marketing is​ growing, but most companies have ignored it. B. Social media marketing has replaced most other forms of direct marketing. C. Digital usage is​ declining, so most companies are moving away from digital marketing. D. Social​ media, website, and digital marketing have replaced traditional tools. E. Traditional tools are still heavily used and very important.

e

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix? A. Email marketing B. Branded web communities C. Through​ fund-raising D. Online videos E. Search advertising

e

Mobile Marketing

Messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

____________________ is the digital version of​ word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. A. Social media marketing B. Viral marketing C. Interactive marketing D. Video marketing E. Mobile marketing

b

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A. phishing B. branded community C. marketing D. e-mail E. search engine

c

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​ ________ marketing. A. interactive TV B. DRTV C. kiosk D. website E. infomercial

c

One challenge of social media marketing is​ _____________________ A. the fact that social marketing has not spread globally B. social media does not lend itself to targeting C. social networks are largely​ user-controlled D. the fact that it is not​ cost-effective E. social media is not​ cost-effective

c

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​ _____________. A. engaging B. immediate and timely C. interactive D. targeted and personal E. cost-effective

c

Which of the following statements regarding traditional direct marketing forms is​ correct? A. ​Direct-mail marketing cannot be personalized. B. Kiosk marketing provides consumers with​ information, but it cannot be used for ordering merchandise. C. Direct-mail marketing is rarely used today because it has been replaced by​ e-mail. D. Marketers use both outbound and inbound telemarketing. E. Printed catalogs have been replaced by online catalogs.

d

The benefits of direct and digital marketing for buyers are that they are​ _________. A. ​easy, convenient, and public B. easy, convenient, and private C. easy, private, and expensive D. easy, convenient, and impersonal E. convenient, private, and hard to use

b

Which of the following is a form of traditional direct​ marketing? A. Social media marketing B. Kiosk marketing C. Mobile marketing D. Websites E. Blogs

b

Which of the following statements is correct regarding sellers and their use of direct and digital​ marketing? A. For​ sellers, using direct and digital marketing is expensive. B. Sellers have opportunities to engage in​ real-time marketing. C. For​ sellers, direct and digital marketing are very inefficient. D. For​ sellers, direct and digital marketing are inflexible. E. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers.

b

________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. Telemarketing B. Direct-mail marketing C. Kiosk marketing D. Catalog marketing E. Direct-response television marketing

b

​________________________ are the main forms of direct and digital marketing. A. Online​ marketing, direct response television​ marketing, and mobile marketing B. Traditional direct marketing tools and new digital marketing tools C. Social media​ marketing, telemarketing, and kiosk marketing D. Online​ marketing, social media​ marketing, and telemarketing E. Mobile​ marketing, social media​ marketing, and direct mail marketing

b

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? A. Public relations B. Personal selling C. Direct and digital marketing D. Advertising E. Sales promotion

c

Which of the following is a benefit of direct and digital marketing for​ buyers? A. Convenience and ease B. Ease of use and ability to obtain lower prices C. Sense of brand engagement and community D. Efficiency and prices E. A speedy alternative to other mediums

c

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. online advertising B. blogs C. mobile marketing D. ​permission-based e-mail marketing E. branded web communities

c

What event or circumstance has made mobile marketing a must for most​ brands? A. Widespread use of mobile devices by preteens B. The decline of traditional marketing forms C. Unlimited consumer data plans D. Widespread adoption of mobile devices E. Heavy use of mobile devices in international markets

d

Which of the following is correct regarding the forms of direct and digital​ marketing? A. Direct and digital marketing does not include mobile marketing. B. Traditional direct marketing tools are still used but are no longer important. C. Online marketing is the only form of direct and digital marketing. D. New digital and the more traditional forms of direct marketing must be blended and integrated E. Marketers today only use direct and digital marketing.

d

​____________________ is perhaps the biggest advantage of social media. A. ​User-controlled content B. Return on investment C. the low cost D. The potential to grow an audience base E. Engagement and social sharing capabilities

e