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
