Chapter 17 (LN)

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

Digital 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

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

Online Community

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

________ involves creating a website, video, email, 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

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

Which of the following best describes permission-based email marketing?

sending email pitches only to customers who "opt-in"

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

Content site

What is the primary advantage of printed catalogs?

building emotional connections with customers