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

To address concern with spam, most legitimate marketers practise ________.

Which of the following statements is not true of viral marketing?

How do Internet consumers differ from traditional offline consumers?

Which of the following is an effective way a company can conduct online marketing without trying to sell anything?

Widespread use of the Internet and digital technology is taking consumers away from marketers' efforts.

As consumers become more and more comfortable with technology, many companies are using information and ordering machines called ________ in stores, airports, and other locations.

Oscar Aviation has a corporate website but wants a marketing website instead. The company wants customers to ________.

________ are online exchanges in which consumers search out sellers, learn about their offers and give feedback.

How does online marketing provide flexibility for sellers?

________ allows consumers to gain additional information about a product through the use of a remote control.

For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television and print ads, direct mail, and catalogs.

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?

For most companies, the first step in conducting online marketing is to ________.

When it comes to web browsing, and shopping, mot people prefer substance over style.

What are the two goals of direct marketing?

Give two examples of companies that use direct marketing as their primary or only marketing approach. What are two advantages these companies have over competitors?

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(s)is The Treble Clef Use multichannel marketing?

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Which of the following is a challenge of marketing through social media?

Digital buying continues to ________ at a double-digit rate.