Chapter 14: Communicate Customer Value: Direct, On-line, Social Media and Mobile Marketing

Which of the following is true regarding the forms of direct and digital​ marketing?

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

Direct and digital marketing

​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.

Direct-mail marketing

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing?

Sellers have opportunities to engage in real-time marketing.

How does Google earn approximately​ 90% of its​ revenues?

Selling contextual advertising

Which of the following statements about mobile marketing is​ correct?

Smartphones can be very useful in shopping situations

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.

e-tailers

Many consumers today rent DVDs from a vending machine called​ Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called​ a(n) _________.

kiosk

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.

marketing

Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes.

mobile marketing

A blog is​ a(n) ______.

online forum

​Webites, online​ advertising, email, online​ video, and blogs are all forms of​ ______.

online marketing

Forms of digital and social media marketing include​ ______.

online marketing, social media marketing, and mobile marketing

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."

permission-based e-mail marketing

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______.

phishing

One challenge of social media marketing is that​ ___________.

social networks are largely user-controlled

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.

viral marketing

____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.

Invasion of privacy

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community.

branded community

The benefits of direct and digital marketing for buyers are that it is​ _________.

easy, convenient, and private

According to the​ text, _______ is perhaps the biggest advantage of social media.

engagement and social sharing capabilities

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________.

iTV

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback.

interactive