Marketing 350 ch. 17 – Flashcards
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Pepsi's Mountain Dew brand supplements its mass-media advertising by managing several branded Web sites using social media to engage its customer community. This example illustrates how _______ has been transformed by the emergence of the Internet and social technologies a. direct marketing b. paid advertising c. multichannel marketing d. word-of-mouth advertising e. telemarketing
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direct marketing
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According to the Direct Marketing Association (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 approximately ______ percent of the US economy a. eighteen b. nine c. thirteen d. two e. five
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thirteen
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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 products look better in ads than in real life by conducting a behind-the-scenes tour of how a McDonald's ad is made. The award-winning 3 1/2 minutes video received almost 15 million views and 15,000 shares. This example illustrates the concept of ______ a. viral marketing b. online advertising c. spam d. display advertisements e. multichannel marketing
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viral marketing
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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 _______ a. search-related marketing b. kiosk marketing c. direct mail marketing d. display advertising e. viral marketing
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search-related marketing
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_______ are online journals on which people and companies post their thoughts and other content, which is usually related to narrowly defined topics a. service-based products b. search engines c. blogs d. digital catalogs e. branded community websites
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blogs
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While browsing sports-related content on your smartphone, a bright orange Gatorade G Series banner emerges across your screen. Then a well-known professional football player bursts through the banner before the action settles on a stationary clock-through display ad that shows how some of the world's biggest sports stars use Gatorade Prime to pre-fuel their bodies before games. This example illustrates the use of rich media in presenting brand information via _______ a. search engine advertising b. branded community websites c. viral marketing d. online display advertising e. real-time marketing
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online display advertising
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With the widespread diffusion of smartphone, companies today increasingly use ______ to stimulate immediate buying, making shopping easier and enriching the brand experience a. telemarketing b. rich media c. mobile marketing d. display advertising e. search engine advertising
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mobile marketing
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Marketers can now watch what's trending on social media and create marketing content to match. This practice is known as _______ a. viral marketing b. telemarketing c. real-time marketing d. social media marketing e. mobile marketing
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real-time marketing
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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 a. telemarketing b. direct mail c. multichannel d. direct selling e. online
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direct mail
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Infomercials, defined as 30-minute or longer advertising programs, are one form of _______ advertising a. digital b. multichannel c. viral d. social media e. direct response television
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direct response television
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What is catalog marketing? a. marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address b. sending highly target, highly personalized relationship-building marketing messages via e-mail c. using the telephone to sell directly to customers d. direct marketing through print, video, or digital catalogs that are mailed to select customers made available in stores, or presented online
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direct marketing through print, video, or digital catalogs that are mailed to select customers made available in stores, or presented online
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______ uses the telephone to sell directly to customers a. catalog marketing b. direct-mail marketing c. telemarketing d. e-mail marketing
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telemarketing
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What are blogs? a. online journals where people post their thoughts, usually on a narrowly defined topic b. identity theft and financial scams c. unsolicited, unwanted commercial e-mail messages d. a type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data
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online journals where people post their thoughts, usually on a narrowly defined topic
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______ a specific type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data a. spam b. internet fraud c. phishing d. blogging
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phishing
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Which of the following describes e-tailers? a. direct marketing that links brands to important moments and trending events in customers' lives b. firms that sell products and services directly to final buyers via the internet c. the text and image based ads and links that appear atop or alongside search engine results d. the independent and commercial online communities where people congregate, socialize, and exchange views and information
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firms that sell products and services directly to final buyers via the internet
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What is the name for the independent and commercial online communities where people congregate, socialize, and exchange views and information? a. social media b. search advertising c. e-tailers d. real-time marketing
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social media
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Which of the following describes online marketing? a. the sending of highly targeted, highly personalized, relationship-building marketing messages via. e-mail b. an effort to market products and services and build customer relationships over the internet c. marketing via television, including direct-response television advertising and interactive television advertising d. the internet version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends
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an effort to marketing products and services and build customer relationships over the internet
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A branded community website _______ a. consists of advertising that appears while consumers are browsing online, including, display ads, search-related ads, online classifieds, and other forms b. the digital version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends c. engages consumers to move them closer to a direct purchase or other marketing outcome d. presents brand content that engages consumers and create customer community around a brand
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presents brand content that engages consumers and create customer community around a brand
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______ refers to unsolicited, unwanted commercial e-mail messages a. spam b. blogging c. phishing d. internet fraud
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spam
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_______ is a broad category that encompasses identity theft and financial scams a. phishing b. internet fraud c. spam d. blogging
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internet fraud
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______ is marketing via television, including infomercials and interactive television advertising a. direct-response television marketing b. viral marketing c. e-mail marketing d. online marketing
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direct-response television marketing
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Which of the following describe a marketing website? a. engages consumers to move them closer to a direct purchase or other marketing outcome b. presents brand content that engages consumers and creates customer community around a brand c. the digital version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends d. advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
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engages consumers to move them closer to a direct purchase or other marketing outcome
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Which of the following describes mobile marketing? a. the sending of highly targeted, highly personalized, relationship-building marketing messages via e-mail b. the digital version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends c. direct marketing through print, video, or digital catalogs that are emailed to select customers made available in stores or presented online d. marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones and tablets
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marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, and tablets
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Which of the following describes direct and digital marketing? a. sending highly targeted, highly personalized, relationship-building marketing messages via e-mail b. using digital marketing tools such as websites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumes anywhere, anytime via their digital devices c. marketing both through stores and other traditional offline channels and through digital online social media and mobile channels d. engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
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engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
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What is the name for direct marketing that links brand to important moments and trending events in customers' lives? a. real-time marketing b. social media c. e-tailers d. search advertising
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real-time marketing
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_______ is an effort to market products and services and build customer relationships over the internet a. viral marketing b. e-mail marketing c. online marketing d. direct-response television marketing
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online marketing
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______ involves sending an offer, announcement, reminder, or other item directly to a person at a particular address a. e-mail marketing b. catalog marketing c. telemarketing d. direct-mail marketing
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direct-mail marketing
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Which of the following engages consumers to move them closer to a direct purchase or other marketing outcome? a. a marketing website b. a branded community website c. viral marketing d. online advertising
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a marketing website
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______ is the internet version of word-of-mouth marketing: a website, video, e-mail message, or other marketing event that is so infectious that customers will seek it our or pass it along to friends a. e-mail marketing b. direct response television marketing c. viral marketing d. online marketing
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viral marketing
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Early direct marketers, such as catalog companies, direct mailers, and telemarketers, gathered customer names and sold goods mainly by which methods? a. mail and radio b. mail and newspapers c. mail and door-to-door inquiries d. mail and telephone e. mail and television
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mail and telephone
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In recent years, what are the fastest-growing forms of marketing? a. direct and digital marketing b. multichannel and digital marketing c. mass and digital marketing d. segmented and digital marketing e. targeted and digital marketing
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direct and digital marketing
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There are several distinct advantages for consumers to use direct and digital marketing. Of the following, which is a disadvantage that consumers realize? a. wealth of product and buying information b. less flexibility in adjustment to prices and offers c. ability to interact with the seller and configure the order exactly and immediately d. ability to engage the product and experience brand community e. time and location utility in accessing purchases
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less flexibility in adjustment to prices and offers
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Which of the following is considered a traditional form of direct marketing? a. mobile marketing b. social media marketing c. online catalog marketing d. face-to-face selling e. website marketing
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face-to-face selling
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In recent years, there are a host of new digital direct marketing tools. Which of the following is a long-established form of direct marketing? a. kiosk marketing b. web sites c. online ads and promotions d. e-mail e. mobile marketing
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kiosk marketing
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For most companies, the first step in conducting online marketing is to create what? a. a web site b. a digital sales program c. social media marketing d. online promotions e. kiosk marketing
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a web site
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The key to successful web site is to create enough ______ in order to get consumers to come to the site, stick around, and come back again a. sales promotion b. discount prices c. value and engagement d. variety of product e. action and movement
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value and engagement
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U.S online sales are greater than $225 billion and are expecting a growth rate of what percent of over 10% annually. What American sales are made directly online or are influenced by online research? a. only those sales made to adults between the age of 30 and 40 b. a small amount, such as 5% c. only those sales made to younger consumers d. all sales e. more than half of sales
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more than half of sales
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Which of the following exemplify typical search engines and portals? a. Google, Yahoo!, and Bing b. Amazon.com and Expedia.com c. eBay and Craigslist d. New York Times.com, and ESPN.com e. Walmart.com and Macy's.com
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Google, Yahoo!, and Bing
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Firms, such as Staples, Walmart, and Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms engaging? a. multichannel marketing b. direct marketing c. trade marketing d. internet marketing e. social media marketing
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multichannel marketing
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There are several categories of digital direct marketing. Which type of marketing includes the use of web sites, online advertising and promotions, e-mail marketing, online video, and blogs? a. multichannel marketing b. online marketing c. social media marketing d. mobile marketing e. direct marketing
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online marketing
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For most companies, the first step in conducting online marketing is to create what? a. e-mail marketing b. blogs c. online advertising d. a web site e. online videos
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a web site
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What is the form of online advertising that is the largest portion of all marketing expenditures? a. search-related ads b. branded community web sites c. online display ads d. online video ads e. rich media
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search-related ads
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Ford Mustang hosts a site with a lot of information, videos, blogs, and games about the Mustang, but customers cannot buy anything directly on the site. What is this online Mustang site called? a. a branded community web site b. a blog c. rich media d. an online video ad e. an online display ad
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a branded community web site
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Many marketers who use e-mail to communicate with customers use permission-based e-mail marketing or opt-in email marketing. This minimizes the effect of unsolicited, unwanted commercial e-mail messages, which are called _______ a. viral marketing b spam c. rich media d. a blog e. a branded community web site
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spam
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Mattel, the toy manufacturer, has created a very clever video to present a contest for a winning contestant to experience a "Barbie Dream Day." At the end of the 5-minute video, the viewer is asked to share it with friends. What is this marketing tactic called? a. social media marketing b. spam c. viral marketing d. a blog e. an online display ad
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viral marketing
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Many firms employ social media marketing because of the advantages the medium offers. Which of the following is a disadvantage or potential issue of social media marketing? a. the engagement and social-sharing capabilities of social media b. the costs associated with free social media c. the interactive nature of social media d. the immediacy of social media e. targeted and personal nature of social media marketing
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the costs associated with free social media
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Like traditional word-of-mouth communication, social media marketing can present some challenges. In what ways is it similar to the problems a marketer has in managing word-of-mouth communication? a. it can be used to create brand community b. it is very expensive to use c. the marketer does not have great control over it d. it requires very little effort on the marketer's part e. it can drive customers to the physical facility
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the marketer does not have great control over it
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Mobile marketing as a tool in the market mix has doubled in use in the past few years. Which of the following characteristics is a disadvantage of mobile marketing as part of the media tool choice? a. it makes the shopping experience richer b. consumers get information when they are in a position to make a buying choice c. it is very unobtrusive d. its rich-media mobile ads can create substantial engagement and impact e. it is immediate
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it is very unobtrusive
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Bloomingdales' sends monthly mailers and brochures announcing new fashions as well as sales to its credit card holders. What form of direct marketing is the firm using? a. catalog marketing b. kiosk marketing c. telemarketing d. direct-response television (DRTV) marketing e. direct-mail marketing
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direct-mail marketing
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The two primary forms of DRTV, direct-response TV. One form airs television spots, often 60 to 120 seconds in length, which persuasively describe a product and give customers a toll-free number or an online site for ordering. What is the other option in DRTV? a. informercials b. inbound telemarketing c. outbound telemarketing d. junk mailing e. kiosk marketing
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infomercials
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Of all the forms of direct marketing, which is perhaps the most dated form and is being eased out of use in its traditional form? a. infomercials b. mobile marketing c. multichannel marketing d. printed catalogs e. kiosks
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printed catalogs
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What is one primary reason marketers continue to use traditional direct marketing tools such as infomercials and electronic kiosks? a. its cost is low b. it is unobtrusive c. it is immediate d. the marketer always knows exactly to whom he is selling e. it can create substantial engagement and impact
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it is immediate
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A consumer receives an e-mail message that suggest the consumer's account has been compromised and the consumer must supply bank account, social security, or credit card numbers and codes. What type of internet fraud is this? a. outbound telemarketing b. flagging c. microtargeting d. sending cookies e. phishing
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phishing
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With the growth in digital direct marketing in recent years, several problems can affect consumers. Which of the following is not something consumers worry about when it comes to using the internet? a. internet fraud b. ample amounts of information c. identity theft d. access by vulnerable groups e. online and digital security
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ample amounts of information
