Exam 15: Direct, Online, Social Media, and Mobile Marketing

Staples is a company with over 2000 superstores worldwide. Yet almost half of the company's sales are generated online. Which of the following is least likely to be an advantage that Staples has over internet based only competitors?

According to your textbook, what is the most likely future for online marketing?

Consumers and companies connect to each other and access and share huge amounts of information through ________.

Why are printed catalogs still thriving in the face of the growing popularity of web-based catalogs?

Online display ads have come a long way in recent years in terms of attracting and holding consumer attention. Which of the following is uncharacteristic of new rich media today?

________ are online ads that appear anywhere on an Internet user's screen and are often related to the information being viewed.

The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Some patrons are interested in finding a specific piece of sheet music from a particular era. Others walk in just to browse among the hundreds of musical knick-knacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor repairs when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time, Gary decided that a Treble Clef website would benefit his customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site was so well received that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst school to repair it?" Eventually, Gary added purchasing options to the website, so customers could shop for and order musical novelties online with a credit card. A gift could now be wrapped and sent to the recipient at no extra charge. "I don't know how the Treble Clef managed without our website," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -In your opinion, what is the most critical element The Treble Clef should include in the website?

Why are people reached by direct mail better prospects for a company than those reached by mass media such as television or magazines?

The online site that exchanges brand information between a company and consumers is called ________.

Explain the goal of viral marketing.

Which of the following is definitely one of the benefits for the seller in direct marketing?

Online communities where people socialize or exchange information and opinions are called ________.

For many companies today, direct and digital marketing are ________.

The Treble Clef offers a complete line of sheet music, musical instruments, and novelty gifts of a musical nature. In recent years, owner Gary Zahn has even served as the local representative of several musical instrument manufacturers, providing a contact person for three local school districts. "If we don't have it, chances are excellent that we can get it for you," Gary tells all Treble Clef visitors and customers. Some patrons are interested in finding a specific piece of sheet music from a particular era. Others walk in just to browse among the hundreds of musical knick-knacks in the store. Gary spends most of his time making presentations to beginning music students at the local schools and making bi-weekly visits to the schools in order to deliver instruments, to make minor repairs when possible, or to pick up instruments to ship to the manufacturer for more complicated repairs. After dragging his feet for quite some time, Gary decided that a Treble Clef website would benefit his customers. He began with a simple site explaining store hours and depicting types of gifts and services available. The site was so well received that Gary added a question-and-answer option. Questions poured in, ranging from "Where can I get the sheet music for 'Hello, Dolly'?" to "Do you carry clarinet reeds?" to "My saxophone needs two new pads. When will you be at Elmhurst school to repair it?" Eventually, Gary added purchasing options to the website, so customers could shop for and order musical novelties online with a credit card. A gift could now be wrapped and sent to the recipient at no extra charge. "I don't know how the Treble Clef managed without our website," Gary admitted. "It allows us to be so responsive. And our novelties sales have doubled!" -How are The Treble Clef's buyers benefiting from the direct marketing via the Internet?

Charlie Proux received an email promoting a new financial services institution that offers surprisingly low mortgage rates. The email simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Charlie researched the company and discovered that the email was a fraud. This is an example of ________.

A characteristic of online blogs is that ________.

Using digital marketing tools such as social media, mobile apps, and blogs, marketers can engage customers anywhere, anytime.

The use of which of the new forms of direct-mail marketing is booming?

The digital age has changed the way customers view convenience, speed, price, product information, service and ________.

Canadians in the 18-24 age group now spend more time on the Internet, explaining ________.