Chapter 14: Direct, Online, Social Media, and Mobile Marketing
_______________________ permits companies to tailor offers and content to needs and interests of carefully defined segments, which in turn helps develop long-lasting customer relationships as well as resulting in immediate responses. A. Direct marketing B. Public relations C. Sales promotions D. Personal selling E. Advertising
A. Direct marketing
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry? A. Invasion of privacy B. Phishing C. Irritation D. Security E. Fraud
A. Invasion of privacy
Which of the following is a benefit of direct and digital marketing for buyers? A. Sense of brand engagement and community B. Efficiency and prices C. Convenience and ease D. Ease of use and ability to obtain lower prices E. A speedy alternative to other mediums
A. Sense of brand engagement and community
____________________ is the digital version of word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. A. Viral marketing B. Social media marketing C. Interactive marketing D. Mobile marketing E. Video marketing
A. Viral marketing
Which of the following is correct regarding most firms' direct marketing efforts? A. Digital marketing is growing, but most companies have ignored it. B. Traditional tools are still heavily used and very important. C. Social media, website, and digital marketing have replaced traditional tools. D. Digital usage is declining, so most companies are moving away from digital marketing. E. Social media marketing has replaced most other forms of direct marketing.
B. Traditional tools are still heavily used and very important.
According to the text, what is one of the biggest advantages of social media? A. Immediacy and timeliness B. Targeted and personal application C. Engagement and social sharing capabilities D. Cost-effectiveness E. Interactivity
C. Engagement and social sharing capabilities
Which form of direct and digital marketing do companies use to engage customers anywhere, anytime during the buying and relationship-building processes? A. Websites B. Online marketing C. Mobile marketing D. Social media marketing E. E-mail
C. Mobile marketing
Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions? A. The Internet of Things B. Traditional direct marketing tools C. The digital age D. E-mail marketing E. Catalogs
C. The digital age
________________________ are the main forms of direct and digital marketing. A. Online marketing, direct response television marketing, and mobile marketing B. Mobile marketing, social media marketing, and direct mail marketing C. Traditional direct marketing tools and new digital marketing tools D. Online marketing, social media marketing, and telemarketing E. Social media marketing, telemarketing, and kiosk marketing
C. Traditional direct marketing tools and new digital marketing tools
Which of the following statements regarding traditional direct marketing forms is correct? A. Direct-mail marketing cannot be personalized. B. Direct-mail marketing is rarely used today because it has been replaced by e-mail. C. Kiosk marketing provides consumers with information, but it cannot be used for ordering merchandise. D. Marketers use both outbound and inbound telemarketing. E. Printed catalogs have been replaced by online catalogs.
D. Marketers use both outbound and inbound telemarketing.
Marketing Websites
a website that engages consumers to move them closer to a direct purchase or other marketing outcome
Brand Community Website
a website that presents brand content that engages consumers and creates customer community around a brand
Online Advertising
advertising that appears while consumers are browsing online, including display ads, and search related ads
Omni Channel Retailing
creating a seamless cross channel buying experience that integrates in store, online, and mobile shopping
Catalog Marketing
direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online
Direct Response Television (DRTV) Marketing
direct marketing via television that persuasively describes a product and give customers a toll free number or online site for ordering
Direct and Digital Marketing
engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response to build lasting customer relationships
Social Media
independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
Mobile Marketing
marketing messages, promotions, and other content delivered to on the go consumers through their mobile devices
Direct Mail Marketing
marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address
Online Marketing
marketing via the internet using company websites, online ads, promotions, email, online video, and blogs
Blogs
online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
Email Marketing
sending highly targeted, highly personalized, relationship building marketing messages via email
Viral Marketing
the digital version of word or mouth marketing: video, ads, and other marketing content that is so infectious that consumers will seek it out or pass it along to friends
Spam
unsolicited, unwanted commercial email messages
Direct and Social Media Marketing
using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and bogs to engage consumers anywhere, at any time via digital devices
Telemarketing
using the telephone to sell directly to customers