Chapter 15

Question 1

What do direct and digital marketing involve?

Answer 1

Involve engaging with carefully targeted individual consumers and customer communities to both obtain immediate response and build lasting relationships

Question 2

Why do companies use direct marketing?

Answer 2

To tailor their offers and content to needs and interests of narrowly defined segments or individual buyers

Question 3

How is direct marketing described?

Answer 3

Direct distribution- as marketing channels that contain no intermediaries

Question 4

True or false: direct and digital marketing have become the fastest-growing form of marketing

Answer 4

TRUE

Question 5

Direct marketing continues to become more ___ and digital marketing is claiming a surging share of ____

Answer 5

Internet based and marketing spending and sales

Question 6

True or false: internet now surpasses TV in terms of total weekly time spent by all adults with all media

Answer 6

TRUE. According to a 2013 survey conducted by Interactive Advertising Bureau of Canada (IAB)

Question 7

What does digital marketing provide for consumers?

Answer 7

Through online, mobile, and social media, it provides a sense of brand management and community- a place to share brand information and experiences with other brand fans

Question 8

True or false: direct and digital marketing also offer sellers greater flexibility

Answer 8

TRUE. Lets marketers make ongoing adjustments to prices and programs, or make immediate, timely, and personal announcements and offers

Question 9

What does traditional direct marketing include?

Answer 9

Face-to-face selling, direct-mail marketing, catalogue marketing, telemarketing, direct-response TV marketing, and kiosk marketing

Question 10

What is multichannel marketing?

Answer 10

Companies are having more online success than most online-only competitors

Question 11

What is online marketing?

Answer 11

Marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs

Question 12

What is the first step in conducting online marketing?

Answer 12

Creating a website

Question 13

What are marketing websites?

Answer 13

Websites designed to interact with customers to move them closer to the direct purchase or other marketing outcome

Question 14

How do companies attract visitors to their websites?

Answer 14

They aggressively promote their websites in offline print and broadcast advertising and through ads and links on other sites

Question 15

What is online advertising?

Answer 15

Advertising that appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms

Question 16

What are the main forms of online advertising?

Answer 16

Display ads and search related ads

Question 17

What is the largest form of online advertising?

Answer 17

Search-related ads

Question 18

What is email marketing?

Answer 18

Sending highly targeted, highly personalized, relationship-building marketing messages via email

Question 19

True or false: email marketing remains an important and growing digital marketing tool

Answer 19

TRUE

Question 20

What is the dark side to the growing use of email marketing?

Answer 20

Explosion of spam- unsolicited, unwanted commercial messages that clog up our inboxes- has produced consumer irritation and frustration

Question 21

What is viral marketing?

Answer 21

Digital word-of-mouth marketing, involves creating ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends

Question 22

What are blogs?

Answer 22

Online journals where people and companies post their thoughts and other content, usually related to narrowly defined topics

Question 23

What is social media?

Answer 23

Independent and commercial online communities where people congregate, socialize, and exchange views and information

Question 24

What are the two ays marketers can engage in social media?

Answer 24

1. They can use existing social media

2. Or they can set up their own

Question 25

How do niche online social networks work?

Answer 25

They cater to the needs of smaller communities of like-minded people, making them ideal vehicles for marketers who want to target special interest groups

Question 26

What are some advantages to using social media?

Answer 26

Social media are targeted and personal. It allows marketers to create and share tailored brand content with individual consumers and customer communities. Social media are also immediate and timely and can be cost effective

Question 27

What is the biggest advantage of social media?

Answer 27

Its engagement and social sharing capabilities

Question 28

What are some disadvantages to using social media?

Answer 28

Most companies are still experimenting with how to use them effectively and results are hard to measure

Question 29

What is mobile marketing?

Answer 29

Features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices

Question 30

What is direct-mail marketing?

Answer 30

Involves sending an offer, announcement, reminder, or other item to a person at a particular address

Question 31

What are some advantages to mail marketing?

Answer 31

Provides something tangible for people to hold and keep, and it can be used to send samples

Question 32

What is catalogue marketing?

Answer 32

Direct marketing through print, video, or digital catalogues that are mailed to select customers, made available in stores, or presented online

Question 33

What are some advantages of catalogue marketing?

Answer 33

It eliminates printing and mailing costs and has unlimited space

Question 34

What is telemarketing?

Answer 34

Involves using the telephone to sell directly to consumers and business customers

Question 35

True or false: b-to-b marketers use telemarketing extensively

Answer 35

TRUE

Question 36

What are the two major forms of direct-response television marketing?

Answer 36

1. Direct-response TV advertising - Direct marketers air TV sports which persuasively describe a product and give customers a toll-free number or website for ordering 2. Interactive TV (iTV) advertising

Question 37

What does the Canadian Anti-Fraud Centre do?

Answer 37

It collects information and criminal intelligence on mass marketing fraud, advanced-fee fraud letters, internet fraud, and identity theft complaints from Canadian and American consumers and victims

Question 38

What is a common form of internet fraud?

Answer 38

Phishing which is a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging personal data

Question 39

What does the Personal Information Protection and Electronic Documents Act outline?

Answer 39

1. Consumer knowledge and consent - Consumers must know information about them that is being gathered and must provide consent before firms can collect, use, or disclose their personal information 2. Limitations - Firms can only collect and use information appropriate to the transaction being undertaken 3. Accuracy - Firms must be sure that the information they gather is recorded accurately 4. Right to access - Individuals have the right to know what information I seeing held about them

Question 40

What does the Canadian Marketing Association do?

Answer 40

It provides consumers with a wealth of information and smart shopping tips