Chapter 17: Direct, Online, Social Media, and Mobile Marketing – Flashcards
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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?
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Mail and telephone
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In recent years, what are the fastest-growing forms of 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?
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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?
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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?
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Kiosk marketing
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For most companies, the first step in conducting online marketing is to create what?
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A website
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The key to a successful Web site is to create enough __________ in order to get consumers to come to the site, stick around, and come back again.
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Value and engagement
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U.S. online sales are greater than $225 billion and are experiencing a growth rate of what percent of over 10 % annually. What American sales are made directly online or are influenced by online research?
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More than half of sales
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Which of the following exemplify typical search engines and portals?
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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?
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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 websites, online advertising and promotions, e-mail marketing, online video, and blogs?
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Online marketing
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For most companies, the first step in conducting online marketing is to create what?
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A website
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What is the form of online advertising that is the largest portion of all marketing expenditures?
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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?
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A branded community website
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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 _____________.
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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 five-minute video, the viewer is asked to share it with friends. What is this marketing tactic called?
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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?
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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?
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Marketer not having 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?
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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?
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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 or 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?
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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?
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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?
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Immediate
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A consumer receives an e-mail message that suggests 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?
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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?
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Ample amounts of information
