mktg ch 10
____ connects customers with marketers as well as other customers.
Connectivity
Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.
Spectator
The ability of a marketer to identify customers before they make a purchase is called
addressability.
Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an)
blog
____ usually constitute a smaller part of the online population than the other groups.
collectors
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers usingdigital media and digital marketing.
electronic marketing
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online
Federal Trade Commission
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
Focus more on traditional promotions rather than social networking.
____ relates to perceptions of value and is the most flexible element of the marketing mix.
Pricing
Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
addressability.
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are
creators
Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's
credibility.
One trend that has caused consumer-generated information to gain importance is
the increase of consumers using digital media to publicize their own product reviews.
Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest?
A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.
wiki
The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?
Most traditional promotions can be enhanced by using digital media.
