MARK Ch.14
e-tailers
Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.
digital catalogs
An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand.
marketing Web site
Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?
catalog marketing
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 ________.
viral marketing
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 ________.
blog
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
Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use?
direct-mail marketing
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.
contextual advertisement
Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.
create a Web site
For most companies, the first step in conducting online marketing is to ________.
The expenditures on direct and digital marketing have increased.
How has the Internet most likely affected direct and digital marketing?
Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
In which of the following cases is a firm employing omni-channel retailing?
interactive TV
M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising.
online display advertisement
Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.
branded community Web site
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) ________.
online video
Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.
interactive TV
Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising.
post privacy policies on their sites
The Children's Online Privacy Protection Act requires online operators targeting children to ________.
use omni-channel retailing
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
direct-mail marketing
The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________.
catalog
The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing.
spam
Unsolicited and unwanted commercial e-mail is referred to as ________.
They cater to the needs of small communities of like-minded people.
Which aspect of niche online social networks makes the medium most appealing to marketers?
direct-mail marketing
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?
display and search-related advertisements
Which of the following account for the largest portion of firms' online advertising spending?
direct and digital
Which of the following are the fastest-growing forms of marketing?
blog
Which of the following is a direct digital marketing tool?
They are largely user controlled.
Which of the following is a disadvantage of using social media for marketing?
The content of a blog is difficult to control.
Which of the following is a drawback of using blogs as a marketing medium?
search-related ad
Which of the following is a form of online advertising?
Marketers have little control over who receives a viral message.
Which of the following is a primary disadvantage of viral marketing?
catalog
Which of the following is a traditional direct marketing tool?
eBay
Which of the following is a transaction site?
phishing
Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?
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.
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?
marketing Web site
Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
higher return rates
Which of the following is most likely a consequence of permission-based e-mail marketing?
Social media are targeted and personal.
Which of the following is most likely an advantage of social media marketing?
They provide buyers with anytime, anywhere access to products.
Which of the following is most likely true about direct and digital marketing?
It is used by marketers to send highly targeted messages.
Which of the following is most likely true about e-mail marketing?
Digital networks allow marketers many ways to build customer relationships.
Which of the following is most likely true about the digital age with regards to marketing?
creating customer-product engagement
Which of the following is the primary purpose of branded community Web sites?
Blogs are an inexpensive yet personal way to connect with consumers.
Which of the following is true of marketing through blogs?
It is the digital version of word-of-mouth marketing.
Which of the following is true of viral marketing?
They build customer engagement and constitute a complete model for doing business.
Which of the following statements is most likely true about direct and digital marketing?
Kiosks
________ are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store.
mobile marketing
________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.
mobile
________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.
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.
Online display ads
________ 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.
Online marketing
________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs.
