marketing ch 9
- Audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers
Podcast
Some companies now use online advertising campaigns and contests to help develop better goods, services, or ideas. This is most closely related to what variable of the marketing mix?
Product considerations
________ is the use of software to buy digital advertising
Programmatic ad buying
• Why consumer-generated information is increasingly important:
- Consumers want to be "publishers" too - Consumers tend to trust other consumers over corporations
The ability for marketers to obtain digital information - Google can use web searches done through its search engine to learn about customer interests
Accessibility
The ability of the marketer to identify customers before they make a purchase -Amazon installs cookies on a user's computer that allow the company to identify the user when the user returns to the website
Addressability
Pringles is planning to release two limited-edition flavors for a two-month period this fall, Cinnamon Sugar and Spicy Sriracha. Pringles would like to use a qualitative metric to determine which flavor is more popular. Which of the following should they use?
Ask customers to Tweet their opinions about the flavors
The ability for consumers to be connected with marketers along with other consumers -Mary Kay offers users the opportunity to sign up for MyMK, a system that connects customers with beauty consultants and allows them to develop their own personalized space
Connectivity
The customer's ability to regulate the information they view as well as the rate and exposure to that information - Consumers use Kayak.com to discover the best travel deals
Control
Digital media give consumers more control over price. This gives them a significant advantage. To compete, what must many companies do so consumers will focus on attributes other than price?
Differentiate their products
- Using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers
Digital marketing
- Electronic media that function using digital codes; media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years
Digital media
- The strategic process of pricing, distributing, and promoting products, and discovering the desires of customers using digital media and digital marketing
Electronic marketing (e-marketing)
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
Electronic marketing (e-marketing)
Several celebrities were called out recently after posting product endorsements on Instagram without disclosing that they were getting paid to do so. Which organization is responsible for enforcing this rule?
Federal Trade Commission (FTC)
_____ are created by the same website the user is visiting. They collect data such as language and payment method preferences, form information like username and password, products stored in the cart, etc.
First-party cookies
Marketers can use these online forums to interact with consumers, address problems, and promote their companies:
Social networks - Blogs - Podcasts - Media-sharing sites - Apps
_____ allow marketers to share photos, videos, and podcasts but are more limited in scope in how companies interact with consumers
Media-sharing sites
_____ is content you create and control, like your Facebook page or your website, while _____ is content others create about you, like reviews or Instagram posts.
Owned media; earned media
____ is content you pay to place in front of an audience as an ad or sponsorship, while owned and earned are free.
Paid media
What is one of the biggest mistakes a marketer can make when it comes to digital marketing?
They treat it like they would traditional marketing.
_____are created by a domain other than the one the user is visiting. They are generally used for marketing and advertising purposes, as they: •Monitor the user's navigation between different websites (cross-site tracking). •Direct retargeting ads, according to past behavior. •Deliver ads to various websites in an optimized way (ad serving)
Third-party cookies
Pawn Stars is a popular television show airing on the History Channel that features an interesting cast of characters and real-life consumers who visit the pawnshop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence, including a website, where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address, so the Pawn Stars team can provide updates about upcoming shows or games. Visitors to the Pawn Stars website can access a wealth of information about the show, its major characters, and items that are available for sale. The History Channel and the Pawn Stars marketing team can also glean a wealth of information about the consumers who visit the Pawn Stars website, such as their interests and geographic location. This is an example of the _______ characteristic of online media.
accessibility
Amazon is considered one of the best digital marketers and is known for establishing relationships with customers. The company typically asks website visitors to register and opt-in to receiving e-mail communication and other offers. Thus, Amazon can identify visitors to its site before they make a purchase. Amazon is utilizing the _______ feature of online media.
addressability
You go to Kayak.com to search for the best deals on flights for Spring Break. A few hours later, you go back to Kayak.com; the site recognizes who you are. This is an example of:
addressability
Measuring the number of online ratings about the company or product on social media is which type of social media metric?
advocacy
Walgreen's created a(n)______ that consumers can download to their smartphones. Customers can refill prescriptions, set pill reminders, print photos, and create shopping lists easily. It also links to their rewards system, Balance Rewards.
application or app
Using applications and widgets to bring convenience, personalization, cost savings, and incentives to the consumer -Starbucks app, TripAdvisor alerts on its website
applications and widgets
Shannon Griffin owns a fishing and outdoor specialty store in southern Louisiana and caters to locals and tourists who want to spend time fishing, kayaking, or biking. In addition to her website and Facebook presence, she writes a _______ where she can share her personal perspective about life on the bayous, photos, and recipes. She enjoys the opportunity to interact with other internet users.
blog
Consumer-generated material including web-based journals and interfaces that allow users to add or edit the content of certain websites -Tumblr, Wikipedia
blogs and wikipedia
____ is increasingly a concern for online advertisers who are demanding more control over where their ads run.
brand safety
Two trends have elevated the importance of consumer-generated information: (1) the growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2)
consumers tendencies to trust other consumers over corporations
Companies such as ULTA Beauty often utilize sweepstakes and games to generate customer visits to the website. However, the _______ characteristic of online media ensures that customers can select which websites they visit and how they wish to engage with the marketer.
control
delivering advertising to consumers across their multiple platforms and devices
cross device targeting
The use of digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is _______.
digital marketing
Using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is best described as
digital marketing
Today's consumer is changing their information searches and consumption behaviors to fit with emerging technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and owns a farm-to-table restaurant. The restaurant is implementing _______ that function using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.
digital media
Digital marketing can be viewed as a new ___ channel that helps businesses increase efficiency.
distribution
Firms that adopt e-marketing strategies must consider making changes to their marketing mix variables. Which aspect of the marketing mix would relate to the ability to process orders electronically, reduce inefficiencies, costs, and redundancies while simultaneously increasing speed throughout the marketing channel?
distribution
What term is used to refer to the strategic process of distributing, promoting, and pricing products and discovering the desires of customers using digital media and digital marketing?
e-marketing
Recently the Culverhouse College of Business was mentioned in a U.S. News and World Report article as among the best in the country. This is an example of:
earned media
Audience members interacting with content
engagement
Audience members encountering content
exposure
Measuring the number of repeat sales is which type of social media metric?
impact
Ability to affect audience members' thoughts and perceptions
influence
The Lazy 6 Ranch is a dude ranch in Central Montana that enjoys using _______ to share images of the landscape, horses, guests, and special events that occur at the ranch via the internet. The Lazy 6 Ranch also encourages visitors to share their photos and enjoys the opportunity to communicate with people around the world about the beauty of Montana and the pleasure of enjoying a vacation at the Lazy 6 Ranch.
An ethical and legal issue important to companies, recording artists, and writers concerns _______, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.
intellectual property
The ability of customers to express their needs and wants directly to the firm in response to its communications -Texas Instruments interacts with its customers on its Facebook page by answering concerns and posting updates
interactivity
The online media characteristic that allows customers to express their needs and wants directly to the firm in response to its marketing communications is known as _______.
interactivity
Sharing corporate messages in more visual ways -Instagram, Vimeo, podcast
media sharing sites
Marketing on smartphones, tablet computers, and other mobile computing devices -SMS messages, multimedia messages, mobile advertisements, mobile websites, mobile applications
mobile marketing
Crate & Barrel has a website and mobile app that complement the company's retail stores. The Crate & Barrel app saves customers' e-commerce shopping cart, so if they need to resume the shopping process online, they do not lose items and they can pick up right where they left off on the app. In addition, couples may choose to register in retail stores, but they can update and edit their registries from the mobile app as well. This seamless process across mobile, online, and traditional retail spaces is an example of _______.
omnichannel retailing
Any attempt to conduct dishonest activities online would be described as _______.
online fraud
The marketing mix variable that is related to perceptions of value and is the most flexible element of the marketing mix is _______.
price
Amazon is a known innovator in the e-marketing industry and developed proprietary software that enabled the company to offer product suggestions to customers based on their purchase history. For example, if an Amazon customer enjoyed reading fantasy books, such as the Harry Potter series, the computer algorithm would suggest other titles that consumers like them had purchased, such as Percy Jackson and the Olympians or The Hunger Games. However, some consumers are concerned about their _______ because Amazon collects information from website visitors in their efforts to create long-term relationships and generate revenue.
privacy
Bill's Restaurant is a small, upscale restaurant located in Owensboro, Kentucky, and is owned and managed by the chef, Bill. Bill is an adventurous chef with more than 30 years in the restaurant business. Bill's menu changes daily, and he enjoys the opportunity to source local products as well as take advantage of overnight shipping of fresh fish from Hawaii or other exotic locations. Bill has begun using his Facebook page to alert followers to the daily menu and encourages them to visit for lunch or dinner. Which element of the marketing mix is Bill manipulating to generate revenue for the restaurant?
promotion
The internet is often called a _______ medium because users determine which websites they are going to view.
pull
One of the most important benefits of e-marketing is the ability of marketers and customers to
share information
Obtaining communication with consumers through social media -Facebook, Twitter, Snapchat, YouTube, TikTok, LinkedIn
social network
A _____ will narrow the marketer's ability to reach their audience and possibly make it more expensive--but will ensure no unsavory material is associated with the message
whitelist