Chapter 14: Direct, Online, Social Media, and Mobile Marketing – Flashcards
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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?
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direct and digital marketing
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The benefits of direct and digital marketing for buyers are that it is​ _________.
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​easy, convenient and private
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Which of the following statements is true regarding sellers and their use of direct and digital​ marketing?
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Sellers have opportunities to engage in​ real-time marketing.
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Forms of digital and social media marketing include​ ______.
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online​ marketing, social media​ marketing, and mobile marketing
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​Webites, online​ advertising, email, online​ video, and blogs are all forms of​ ______.
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online marketing
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Which of the following is a form of traditional direct​ marketing?
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Kiosk marketing
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Which of the following is true regarding the forms of direct and digital​ marketing?
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Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
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Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.
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e-tailors
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The primary purpose of​ _________ websites is to present brand content that engages consumers and creates​ customer-brand community.
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branded community
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​Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.
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marketing
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How does Google earn approximately​ 90% of its​ revenues?
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Selling contextual advertising
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To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."
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permission-based e-mail marketing
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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​ _______.
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viral marketing
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A blog is​ a(n) ______.
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online forum
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Which of the following statements about blogs is​ correct?
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Blogs can be difficult for the company to control.
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Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback.
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interactive
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One challenge of social media marketing is that​ ___________.
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. social networks are largely​ user-controlled
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Marketers use​ __________ to engage customers​ anywhere, anytime during the buying and​ relationship-building processes.
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mobile marketing
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Which of the following statements about mobile marketing is​ correct?
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Smartphones can be very useful in shopping situations.
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According to the​ text, _______ is perhaps the biggest advantage of social media.
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engagement and social sharing capabilities
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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​ ______.
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phishing
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​____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
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Invasion of privacy
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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) _________.
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kiosk
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​________ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.
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Direct-mail marketing
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​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​ ________.
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iTV
