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

What is mobile marketing?

Converse has a website that welcomes consumers to "the Converse Century," invites readers to post their Converse stories, and offers a wide variety of Converse shoes for direct purchase. The site even allows customers to individually design their own shoes. The Converse site is most accurately categorized as which of the following types of websites?

What is online advertising?

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?

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!" -What types of online advertising might benefit The Treble Clef?

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 what way could The Treble Clef engage in customer relationship building through the Internet?

Consider ESPN's site. How does the site create a vast, branded sports community?

A negative side to email marketing is ________.

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal?

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 what way might The Treble Clef want to use email as a means to communicate with customers and build relationships?

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address?

Today, direct marketing relies heavily on database technologies and new marketing media. Early direct marketers primarily used direct mailers, telemarketing, and ________.

Describe two ways that marketers can participate in online social networks. What are the challenges and advantages of these approaches?

Sometimes a regular ad can go viral with the help of ________.

Branded community websites is the exact same thing as a marketing website.

Most companies that create print catalogs now also provide ________ catalogs.

An online security concern that consumers have is contracting harmful viruses.

Because of direct-response television's association with somewhat questionable pitches and get-rich-quick schemes, DRTV spending continues to decline.

What characteristic of niche sites makes the medium MOST appealing to marketers?

What type of information is typically exchanged through a blog?