Test 5
What is a strategic group?
a group of firms in an industry following the same or a similar strategy in a given target market
Rather than competing head to head with established competitors, many companies seek out unoccupied positions in uncontested market spaces. By aiming to create products and services for which there are no direct competitors, the goal of ________ is to make competition irrelevant.
blue-ocean strategy
The primary purpose of ________ is to present brand content that engages consumers and creates customer-brand community.
branded community web sites
The fasted growing form of marketing is______
direct and digital marketing
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
Marketers affiliated with leading non-profit organizations like St. Jude's Children's Research Hospital are heavy users of ________ campaigns, raising billions of dollars each year by sending letters, reminders, videos, and other media through the mail to individuals living at specific addresses.
direct mail
Infomercials, defined as 30-minute or longer advertising programs, are one form of ________ advertising
direct response television
The benefits of direct and digital marketing for buyers are that it is ________
easy, convenient, and private
What is the first thing a company does when analyzing competitors?
identify the companies competitors
Because social media are ________, they are ideal for starting and participating in customer conversations and listening to customer feedback.
interactive
________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
invasion of privacy
Although the market leader is able to gather dominant market shares, researchers have found that in many cases that later challengers are able to achieve profits by closely observing what the market leader successfully does and copying or improving upon it. This approach is known as a ________ strategy.
market follower
In competitive positioning, ________ are runner-up firms that want to hold their share without rocking the boat.
market followers
By focusing on the needs of small- and medium-sized businesses, often overlooked by larger players, ByGeorge Marketing & PR has achieved a small, but highly profitable market share in its region. This approach is known as a(n) ________ strategy.
market nicher
According to the text, which customer and competitor orientation should companies today practice?
market-centered
In today's fast-paced business environment, it is important for companies to be ________, paying close attention to both customers and competitors.
market-oriented
When a company provides superior value by leading its industry in price and convenience, it is pursuing a strategy of ________.
operational excellence
In one simple but honest McDonald's video, the director of marketing at McDonald's Canada answers an online viewer's question about why McDonald's//This example illustrates the concept of ________.
viral marketing
Forms of digital direct marketing include ________
online marketing, social media marketing, and mobile marketing
Web sites, online advertising, e-mail, online video, and blogs are all forms of ________
online 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
According to the DMA, U.S. companies spent almost $133 billion on direct and digital marketing last year. As a result, direct-marketing driven sales now account for approx. _______
13
________ are online journals on which people and companies post their thoughts and other content, which is usually related to narrowly defined topics
Blogs
Pepsi's Mountain Dew brand supplements its mass media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how _________
Direct Marketing
Many consumers today rent DVDs from a vending machine called "Redbox," which can be found in retail stores and other locations. Redbox is a type of direct marketing tool called a(n) ________.
Kiosk
Which of the following is a form of traditional direct marketing?
Kiosk Marketing
Which of the following strategies would be utilized by market challengers?
Observe what has made the market leader successful and improve on it
While browsing sports-related content on your smartphone, a bright orange Gatorade G Series banner emerges across your screen. This example illustrates the use of rich media in presenting brand information via ________.
Online display advertising
Which of the following statement is true regarding sellers and their use of direct and digital marketing
Sellers have opportunities to engage in real time marketing
What is benchmarking used for?
To assess competitors strengths and weaknesses
What is the goal of a blue-ocean strategy?
To make competition irrelevant by finding uncontested market spaces
The video-rental superstore Blockbuster didn't go bankrupt at the hands of other traditional brick-and-mortar retailers. Blockbuster's inability to recognize new sources of competition may be referred to as ________.
competitor myopia
If a company spends most of its time tracking competitors' moves and market shares and trying to find strategies to counter them, it is ________.
competitor-centered
One of the negatives associated with a ________ strategy is that a company may end up simply matching or extending industry practices rather than seeking innovative new ways to create more value for customers.
competitor-centered
If a company focuses more on customer developments in designing its customer strategies than on competitors, it is ________.
customer-centered
Marketers use ________ to engage customers anywhere, anytime during the buying and relationship-building processes
mobile marketing
With the widespread diffusion of smartphones, companies today increasingly use ________ to stimulate immediate buying, make shopping easier and enriching the brand experience.
mobile marketing
A blog is a(n) _______
online journal
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 might receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them 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
Which of the following statements regarding catalog marketing is true?
printed catalogs can drive online and mobile sales
A company has a ________ orientation when it is not customer-centered and is also not competitor-centered.
product
Marketers can now watch what's trending on social media and create marketing content to match. This practice is known as ________.
real-time marketing
What is the largest form of online advertising?
search-related ads
When you search Google for "dishwashers," you are likely to see a number of inconspicuous ads for advertisers, including product manufacturers such as Samsung and Bosch, as well as retailers, such as Walmart.com, Lowe's, and Best Buy. This is an example of ________.
search-related advertising
Which of the following statements about mobile marketing is correct?
smartphones can be useful in shopping situations
One challenge of social media marketing is that ________.
social networks are largely use controlled
What is the key idea in niching?
specialization