CHAPTER 14

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

​Direct-mail marketing

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

​e-tailers

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

​easy, convenient and private

A dazzling new set of direct digital marketing tools has burst onto the marketing​ scene, including​ ____________________.

​online, 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

Online advertising has become a major promotional medium. The main forms of online advertising are​ _____________________.

display ads and​ search-related ads

​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

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

A blog is​ a(n) ______.

online forum

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control.

Which form of marketing communication 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

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

​________ involve 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

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry?

Invasion of privacy

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

Invasion of privacy

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

Invasion of privacy

Which of the following is a benefit of direct and digital marketing for​ buyers?

It is​ convenient, easy, and private.

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

Kiosk marketing

Which of the following statements is true regarding traditional direct marketing​ forms?

Marketers use both outbound telemarketing and inbound telemarketing.

Which form of direct and digital marketing do companies use to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of​ these?

Mobile marketing

​________ refers to marketing via the Internet using company​ websites, online advertising and​ promotions, email​ marketing, online video and blogs.

Online marketing

What are the three major forms of digital direct​ marketing?

Online​ marketing, social media​ marketing, and mobile 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.

Which of the following statements is true regarding social media​ marketing?

Social media can be used for​ real-time marketing.

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

branded community

Marketers use mobile marketing to engage customers​ anywhere, anytime during the​ _____________________.

buying and​ relationship-building processes

Social media has many​ pluses, but on the down​ side, ________. This makes social media difficult for marketers to control.

consumers largely control social media content

The Internet and digital age have given marketers a whole new way to​ ____________.

create customer​ value, engage customers and build customer relationships

For most​ companies, digital and social media marketing will remain​ ________ to the marketplace that works alongside other approaches in a​ ________.

just one important​ approach; fully integrated marketing mix

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

Direct marketers know​ that, if left​ unattended, direct marketing abuses will lead to increasingly negative consumer​ attitudes, lower response and engagement​ rates, and calls for​ ________.

more restrictive state and federal legislation

Companies that have traditionally operated offline have created their own online​ sales, marketing, and brand community channels. In​ fact, ​________ retailing companies are having as much online success as their​ online-only competitors.

omni-channel

​Websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs are all forms of​ ________ marketing.

online

The concern about​ ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media​ postings, picking up personal information or intercepting credit and debit card numbers.

online and digital security

One challenge of social media marketing is that​ ___________.

social networks are largely​ user-controlled

Although the​ fast-growing digital marketing tools have grabbed most of the headlines​ lately, ________ are very much alive and still heavily used.

traditional direct marketing tools

The main forms of direct and digital marketing are​ ______________________.

traditional direct marketing tools and the new digital marketing tools

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

viral 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.

Most marketers are now riding the huge social media wave. Marketers can engage in social media in which of the following​ way(s)?

They can use existing social media or they can set up their own.

The Internet and digital age have fundamentally changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand interactions. As a​ result, they have given marketers a whole new way to​ ____________________________.

create customer​ value, engage customers and build customer relationships.

For​ sellers, direct and digital marketing are powerful tools for building​ ________ and​ ________________.

customer​ engagement; close,​ personalized, interactive customer relationships

Spurred by the surge in Internet usage and​ buying, and by rapid advances in​ ________, ________ has undergone a dramatic transformation.

digital​ technologies; direct marketing

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

engagement and social sharing capabilities

Companies use mobile marketing to stimulate immediate buying and make shopping​ easier, but it can also​ __________________.

enrich the brand experience

Traditional direct marketing tools include​ ________.

face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing

​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

Direct marketing is also​ ________, allowing buyers to create exactly the configuration of​ information, products, or services buyers desire and then order them on the spot.

immediate and interactive

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

interactive

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