BUAD EXAM 3 (CH 14)
Social Media Marketing Challenges
- Effective usage uncertain - Difficult to measure results - Largely user controlled
Digital Catalogs
- Eliminates printing and mailing costs - No space constraints - Real-time merchandising capabilities - Prices can be adjusted instantly
Direct and Digital Marketing
- Engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response - Build lasting customer relationships, engagement, brand, community, and sales
Direct and Digital Marketing Characteristics
- Fastest-growing form of marketing - More internet-based - Direct Marketing claims a surging share of marketing spending and sales - Ad spending on mobile media is exploding
Integrated Social Media Marketing
- Large companies design social media efforts that blend with and support other elements of a brand's marketing strategy and tactics - Firms that use effectively create brand-related social sharing, engagement, and customer community
Mobile Marketing
- Promotional content delivered to consumers through their mobile devices - Engages customers anytime anywhere during the buying and relationship-building process
Social Media Marketing Advantages
- Targeted and personal - Interactive - Immediate and timely - Cost effective - Engagement and social sharing capabilities
Marketers engage social media by:
- Using the existing ones - Setting up their own
Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. A.blog B.spam post C.catalog D.search engine E.viral message
A. Blog
Which of the following is most likely true about the digital age with regards to marketing? A.Digital networks allow marketers many ways to build customer relationships. Your answer is correct. B.The Internet has had little impact on the ways consumers purchase products. C.Most firms are shifting back to traditional marketing forms to build customer value. D.The number of businesses connecting people over digital networks is in decline. E.Online-only marketing is more commonly used by firms than multichannel marketing.
A. Digital networks allow marketers many ways to build customer relationships
________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. A.Mobile B.Mass C.Kiosk D.Direct-mail E.Viral
A. Mobile
Online Advertising
Appears while consumers are browsing online (display ads, search-related ads, online classifieds, and other forms)
Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________. A.direct marketing website B.branded community website C.interactive website D.e-tailing website E.promotional website
B. Branded Community Website
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address? A.telephone marketing B.direct digital marketing C.kiosk marketing D.direct-mail marketing E.mass marketing
B. Direct Digital Marketing
Which of the following is most likely true about direct and digital marketing? A.They are rarely used by companies as supplementary channels. B.They build customer engagement and constitute a complete model for doing business. C.They are used to sell goods to an undifferentiated market segment. D.They remain unaffected by the rapid growth of technologies. E.They are inconvenient and lengthen the process for most buyers.
B. They build customer engagement and constitute a complete model for doing business
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. A.display advertising B.viral marketing C.contextual advertising D.direct-mail marketing E.catalog marketing
B. Viral Marketing
Benefits of Direct and Digital Marketing to Buyers and Sellers
Buyers - Convenient, easy, private - Easy buyer-seller interaction (gives buyers access to almost unlimited assortment of goods and a wealth of products and buying information) - Quick access to products and relevant information - Brand engagement and community Sellers - Low-cost, efficient, and speedy - Build close, personalized, interactive, one-to-one customer relationships (companies can interact with customers by phone or online and personalize products and services to specific customer tastes) - Greater flexibility
Which of the following is a traditional direct marketing tool? A.website B.email C.catalog D.online advertisement E.blog
C. Catalog
How has the Internet most likely affected direct and digital marketing? A.The number of mass marketing forms has expanded. B.The growth of digital sales has seen a significant downturn. C.The time taken by marketers to reach customer segments has increased. D.The role of technology has become less intense. E.The expenditures on direct and digital marketing have increased.
C. The time taken by marketers to reach customer segments has increased
Which aspect of social media sites makes the medium most appealing to niche marketers? A.They help marketers target the best undifferentiated market segment. B.They are used by a majority of Internet users in the United States and overseas. C.They cater to the needs of small communities of like-minded people. D.They allow marketers to control the conversations on the network. E.They guide organizations on how to set up social media networks.
C. They cater to the needs of small communities of like-minded people
Digital Age
Changing customers' notions of convenience, speed, price, product information, service, and brand interactions
Omni-channel Retailing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Which of the following is a direct digital marketing tool? A.television B.direct mail C.printed catalog D.blogs E.telephone
D. Blogs
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A.Undifferentiated and differentiated B.Standardized and customized C.Mass and targeted D.Direct and digital E.Internal and external
D. Direct and Digital
Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario. A.telephone marketing B.digital marketing C.kiosk marketing D.direct-mail marketing E.mass marketing
D. Direct-mail Marketing
Which of the following is most likely true about email marketing? A.It is restricted to the use of personal computers. B.It is always non-intrusive in nature due to spam filters. C.It is a traditional form of direct marketing. D.It is used by marketers to send highly targeted messages. E.It cannot be personalized for individual consumers.
D. It is used by marketers to send highly targeted messages
Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying? A.Sharie's boutique issues mobile coupons to existing customers. B.The Music Store launches an app that plays 10 seconds of a new song every time users access it. C.Java Lava sends a special email to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary. D.Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores. E.Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.
D. Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores
Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing. A.viral blog B.media portal C.digital kiosk D.online video E.corporate intranet
D. Online Video
Which of the following is a form of online advertising? A.toll-free number B.rich media ad C.printed catalog D.search-related ad E.direct mail
D. Search-related Ad
Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry? A.inbound telephone marketing B.business-to-business telemarketing C."opt-in" calling systems D.unsolicited outbound telemarketing by businesses E.calls by nonprofit groups
D. Unsolicited outbound telemarketing by businesses
Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. A.kiosk marketing B.telemarketing C.email marketing D.viral marketing E.catalog marketing
E. Catalog Marketing
What is telemarketing? A.It is the process of selling products through affiliate networks and social media sites. B.It is the process of promoting products through 30-minute-long infomercials. C.It is a marketing system where product information is provided through unmanned ordering machines. D.It is the process of marketing products and services using direct-response television advertising. E.It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
E. It is a form of marketing that uses the telephone to sell directly to businesses and consumers
Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome? A.infomercial B.direct mail C.printed catalogue D.branded community website E.marketing website
E. Marketing Website
________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. A.Viral advertisements B.Digital catalogs C.Printed catalogs D.Social media sites E.Online display ads
E. Online Display Ad
________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video, and blogs. A.Digital marketing B.Social media marketing C.Direct marketing D.Multimedia marketing E.Online marketing
E. Online Marketing
Marketing Websites
Engage consumers to move them closer to a direct purchase or other marketing outcome
Social Media
Independent and commercial online communities where people congregate, socialize, and exchange views and information
Direct-response Television (DRTV) Marketing
Infomercials, usually associated with somewhat loud or questionable pitches for cleaners, etc
Interactive TV Advertising
Lets viewers interact with television programming and advertising
Online Marketing
Marketing via the internet using company website, online ads and promotions, email, online video, and blogs
Customer Community
Places or platforms for customers, experts, partners, and others to discuss a product, marketplace, post reviews, brainstorm new product ideas and engage with one another about a company's products/services/brands
Online Videos
Posting digital video content on brand websites or social media
Branded Community Websites
Present brand content that engages consumers and creates customer-brand community
Catalog Marketing
Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
Kiosk Marketing
Product or service information and ordering machines placed by companies
Telemarketing
Selling directly to customers using the telephone - Outbound: Sell directly to consumers - Inbound: Receive orders from televisions and print ads, direct mail, or catalogs)
Direct-mail Marketing
Sending an offer, announcement, reminder, or other item directly to a person at a particular address - Tangible and creates emotional connection with customers - Effective component of a broader integrated marketing campaign - Direct and personalized - Sent to consumers who want to receive it
Email Marketing
Sending highly targeted, highly personalized, relationship-building marketing messages via email
T/f An issue faced by social media is how to tap the marketing potential of their massive communities and make money without driving off loyal users.
True
T/f As consumers spend more and more time on their tablets and smartphones, ad spending on mobile media is exploding.
True
Digital and Social Media Marketing
Using digital marketing tools to engage consumers anywhere, anytime via their digital devices
Viral Marketing
Videos, ads, and other marketing content that customers seek out or pass along to friends (digital form of word-of-mouth)