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
