Business Marketing Chapter 17 – Flashcards
Unlock all answers in this set
Unlock answersquestion
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?
answer
Direct and digital marketing
question
The fastest growing form of marketing is __________.
answer
direct and digital marketing
question
Buyers have increased their use of direct and digital marketing because they are __________.
answer
easy, convenient, and private
question
Which of the following correctly identifies what direct and digital marketing offer sellers?
answer
inexpensive, efficient and fast
question
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________.
answer
real--time marketing
question
Which of the following correctly identifies forms of digital direct marketing?
answer
online marketing, social media marketing, and mobile marketing
question
Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
answer
brand community
question
What are the two main forms of online advertising?
answer
display ads and search-related ads
question
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in."
answer
permission based email marketing
question
What is the digital version of word-of-mouth marketing?
answer
viral marketing
question
One drawback to viral marketing is that __________.
answer
marketers cannot control where users pass along the message
question
Which of the following is a potential disadvantage to using blogs for marketing?
answer
blogs are a user-controlled medium
question
What is meant by the term "the Internet of Things" (IoT)?
answer
That everyone and everything may soon be connected digitally
question
A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________.
answer
useful
question
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?
answer
email
question
Which of the following would represent a niche online social networking site?
answer
Birdpost
question
Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________.
answer
interactive
question
Which of the following is a challenge to marketers regarding their use of social media?
answer
social networks are largely user controlled
question
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?
answer
mobile marketing
question
Which of the following statements regarding mobile marketing is correct?
answer
smartphones can be very useful in shopping situations
question
Direct mail is well suited for which of the following?
answer
direct, one-to-one communications
question
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool?
answer
Kiosk
question
Which of the following statements regarding catalog marketing is correct?
answer
Printed catalogs can drive online and mobile sales
question
Consumers may receive an email, 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 __________.
answer
phishing
question
According to the text, what is the toughest public policy issue now confronting the direct marketing industry?
answer
Invasion of privacy
