marketing ch 9

- Audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers

Podcast

Some companies now use online advertising campaigns and contests to help develop better goods, services, or ideas. This is most closely related to what variable of the marketing mix?

Product considerations

________ is the use of software to buy digital advertising

Programmatic ad buying

• Why consumer-generated information is increasingly important:

- Consumers want to be "publishers" too - Consumers tend to trust other consumers over corporations

The ability for marketers to obtain digital information - Google can use web searches done through its search engine to learn about customer interests

Accessibility

The ability of the marketer to identify customers before they make a purchase -Amazon installs cookies on a user's computer that allow the company to identify the user when the user returns to the website

Addressability

Pringles is planning to release two limited-edition flavors for a two-month period this fall, Cinnamon Sugar and Spicy Sriracha. Pringles would like to use a qualitative metric to determine which flavor is more popular. Which of the following should they use?

Ask customers to Tweet their opinions about the flavors

The ability for consumers to be connected with marketers along with other consumers -Mary Kay offers users the opportunity to sign up for MyMK, a system that connects customers with beauty consultants and allows them to develop their own personalized space

Connectivity

The customer's ability to regulate the information they view as well as the rate and exposure to that information - Consumers use Kayak.com to discover the best travel deals

Control

Digital media give consumers more control over price. This gives them a significant advantage. To compete, what must many companies do so consumers will focus on attributes other than price?

Differentiate their products

- Using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers

Digital marketing

- Electronic media that function using digital codes; media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years

Digital media

- The strategic process of pricing, distributing, and promoting products, and discovering the desires of customers using digital media and digital marketing

Electronic marketing (e-marketing)

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?

Electronic marketing (e-marketing)

Several celebrities were called out recently after posting product endorsements on Instagram without disclosing that they were getting paid to do so. Which organization is responsible for enforcing this rule?

Federal Trade Commission (FTC)

_____ are created by the same website the user is visiting. They collect data such as language and payment method preferences, form information like username and password, products stored in the cart, etc.

First-party cookies

Marketers can use these online forums to interact with consumers, address problems, and promote their companies:

Social networks - Blogs - Podcasts - Media-sharing sites - Apps

_____ allow marketers to share photos, videos, and podcasts but are more limited in scope in how companies interact with consumers

Media-sharing sites

_____ is content you create and control, like your Facebook page or your website, while _____ is content others create about you, like reviews or Instagram posts.

Owned media; earned media

____ is content you pay to place in front of an audience as an ad or sponsorship, while owned and earned are free.

Paid media

What is one of the biggest mistakes a marketer can make when it comes to digital marketing?

They treat it like they would traditional marketing.

_____are created by a domain other than the one the user is visiting. They are generally used for marketing and advertising purposes, as they: •Monitor the user's navigation between different websites (cross-site tracking). •Direct retargeting ads, according to past behavior. •Deliver ads to various websites in an optimized way (ad serving)

Third-party cookies

Pawn Stars is a popular television show airing on the History Channel that features an interesting cast of characters and real-life consumers who visit the pawnshop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence, including a website, where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address, so the Pawn Stars team can provide updates about upcoming shows or games. Visitors to the Pawn Stars website can access a wealth of information about the show, its major characters, and items that are available for sale. The History Channel and the Pawn Stars marketing team can also glean a wealth of information about the consumers who visit the Pawn Stars website, such as their interests and geographic location. This is an example of the _______ characteristic of online media.

accessibility

Amazon is considered one of the best digital marketers and is known for establishing relationships with customers. The company typically asks website visitors to register and opt-in to receiving e-mail communication and other offers. Thus, Amazon can identify visitors to its site before they make a purchase. Amazon is utilizing the _______ feature of online media.

addressability

You go to Kayak.com to search for the best deals on flights for Spring Break. A few hours later, you go back to Kayak.com; the site recognizes who you are. This is an example of:

addressability

Measuring the number of online ratings about the company or product on social media is which type of social media metric?

advocacy

Walgreen's created a(n)______ that consumers can download to their smartphones. Customers can refill prescriptions, set pill reminders, print photos, and create shopping lists easily. It also links to their rewards system, Balance Rewards.

application or app

Using applications and widgets to bring convenience, personalization, cost savings, and incentives to the consumer -Starbucks app, TripAdvisor alerts on its website

applications and widgets

Shannon Griffin owns a fishing and outdoor specialty store in southern Louisiana and caters to locals and tourists who want to spend time fishing, kayaking, or biking. In addition to her website and Facebook presence, she writes a _______ where she can share her personal perspective about life on the bayous, photos, and recipes. She enjoys the opportunity to interact with other internet users.

blog

Consumer-generated material including web-based journals and interfaces that allow users to add or edit the content of certain websites -Tumblr, Wikipedia

blogs and wikipedia

____ is increasingly a concern for online advertisers who are demanding more control over where their ads run.

brand safety

Two trends have elevated the importance of consumer-generated information: (1) the growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2)

consumers tendencies to trust other consumers over corporations

Companies such as ULTA Beauty often utilize sweepstakes and games to generate customer visits to the website. However, the _______ characteristic of online media ensures that customers can select which websites they visit and how they wish to engage with the marketer.

control

delivering advertising to consumers across their multiple platforms and devices

cross device targeting

The use of digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is _______.

digital marketing

Using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers is best described as

digital marketing

Today's consumer is changing their information searches and consumption behaviors to fit with emerging technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and owns a farm-to-table restaurant. The restaurant is implementing _______ that function using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.

digital media

Digital marketing can be viewed as a new ___ channel that helps businesses increase efficiency.

distribution

Firms that adopt e-marketing strategies must consider making changes to their marketing mix variables. Which aspect of the marketing mix would relate to the ability to process orders electronically, reduce inefficiencies, costs, and redundancies while simultaneously increasing speed throughout the marketing channel?

distribution

What term is used to refer to the strategic process of distributing, promoting, and pricing products and discovering the desires of customers using digital media and digital marketing?

e-marketing

Recently the Culverhouse College of Business was mentioned in a U.S. News and World Report article as among the best in the country. This is an example of:

earned media

Audience members interacting with content

engagement

Audience members encountering content

exposure

Measuring the number of repeat sales is which type of social media metric?

impact

Ability to affect audience members' thoughts and perceptions

influence

The Lazy 6 Ranch is a dude ranch in Central Montana that enjoys using _______ to share images of the landscape, horses, guests, and special events that occur at the ranch via the internet. The Lazy 6 Ranch also encourages visitors to share their photos and enjoys the opportunity to communicate with people around the world about the beauty of Montana and the pleasure of enjoying a vacation at the Lazy 6 Ranch.

instagram

An ethical and legal issue important to companies, recording artists, and writers concerns _______, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.

intellectual property

The ability of customers to express their needs and wants directly to the firm in response to its communications -Texas Instruments interacts with its customers on its Facebook page by answering concerns and posting updates

interactivity

The online media characteristic that allows customers to express their needs and wants directly to the firm in response to its marketing communications is known as _______.

interactivity

Sharing corporate messages in more visual ways -Instagram, Vimeo, podcast

media sharing sites

Marketing on smartphones, tablet computers, and other mobile computing devices -SMS messages, multimedia messages, mobile advertisements, mobile websites, mobile applications

mobile marketing

Crate & Barrel has a website and mobile app that complement the company's retail stores. The Crate & Barrel app saves customers' e-commerce shopping cart, so if they need to resume the shopping process online, they do not lose items and they can pick up right where they left off on the app. In addition, couples may choose to register in retail stores, but they can update and edit their registries from the mobile app as well. This seamless process across mobile, online, and traditional retail spaces is an example of _______.

omnichannel retailing

Any attempt to conduct dishonest activities online would be described as _______.

online fraud

The marketing mix variable that is related to perceptions of value and is the most flexible element of the marketing mix is _______.

price

Amazon is a known innovator in the e-marketing industry and developed proprietary software that enabled the company to offer product suggestions to customers based on their purchase history. For example, if an Amazon customer enjoyed reading fantasy books, such as the Harry Potter series, the computer algorithm would suggest other titles that consumers like them had purchased, such as Percy Jackson and the Olympians or The Hunger Games. However, some consumers are concerned about their _______ because Amazon collects information from website visitors in their efforts to create long-term relationships and generate revenue.

privacy

Bill's Restaurant is a small, upscale restaurant located in Owensboro, Kentucky, and is owned and managed by the chef, Bill. Bill is an adventurous chef with more than 30 years in the restaurant business. Bill's menu changes daily, and he enjoys the opportunity to source local products as well as take advantage of overnight shipping of fresh fish from Hawaii or other exotic locations. Bill has begun using his Facebook page to alert followers to the daily menu and encourages them to visit for lunch or dinner. Which element of the marketing mix is Bill manipulating to generate revenue for the restaurant?

promotion

The internet is often called a _______ medium because users determine which websites they are going to view.

pull

One of the most important benefits of e-marketing is the ability of marketers and customers to

share information

Obtaining communication with consumers through social media -Facebook, Twitter, Snapchat, YouTube, TikTok, LinkedIn

social network

A _____ will narrow the marketer's ability to reach their audience and possibly make it more expensive--but will ensure no unsavory material is associated with the message

whitelist