Chp 14

Question 1

Direct and Digital Marketing

Answer 1

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Question 2

Rapid Growth of Direct and Digital Marketing

Answer 2

as direct marketing continues to shift online, digital direct marketing is claiming a surging share of marketing spending and sales. Total digital advertising spending—including online display and search advertising, social media, mobile, video, email, and other—now accounts for the largest share of media spending, with digital media expenditures running 20 percent ahead of spending on runner-up television. And as consumers spend more and more time on their tablets and smartphones, ad spending on mobile media is exploding. Mobile ad spending now accounts for 70 percent of all digital ad spending.

Question 3

Forms of Direct and Digital Marketing

Answer 3

Digital and Social Media Marketing and Traditional direct marketing (Face to Face selling, direct mail, catalog, telemarketing, direct-response TV marketing and kiosk marketing) attributes to building direct customer engagement and community

Question 4

Digital and social media marketing

Answer 4

Using digital marketing tools such as websites, social media, mobile apps and ads, online videos, email, and blogs to engage consumers anywhere, at any time, via their digital devices

Question 5

E-tailers

Answer 5

Include a wide array of firms (Amazon)

Question 6

Search engines and portals

Answer 6

(Google)

Question 7

Transaction sites

Answer 7

(eBay, Craigslist)

Question 8

Content sites

Answer 8

The New York Times, ESPN.com, and Wikipedia

Question 9

Omni-channel retailing

Answer 9

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

Question 10

Online Marketing

Answer 10

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

Question 11

Brand Community Website

Answer 11

A website that presents brand content that engages consumers and creates customer community around a brand

Question 12

Online advertising

Answer 12

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

Question 13

Email Marketing

Answer 13

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

Question 14

Viral Marketing

Answer 14

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

Question 15

Marketing website

Answer 15

A website that engages consumers to move them closer to a direct purchase or other marketing outcome

Question 16

Blogs

Answer 16

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

Question 17

Problems with blogs

Answer 17

Cluttered and difficult to control.

Question 18

Social media

Answer 18

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content

Question 19

Social media marketing advantages and challenges

Answer 19

On the plus side, social media are targeted and personal—they allow marketers to create and share tailored brand content with individual consumers and customer communities. Social media are interactive, making them ideal for starting and participating in customer conversations and listening to customer feedback. Social media are also immediate and timely. They can be used to reach customers anytime, anywhere with timely and relevant marketing content regarding brand happenings and activities.

Question 20

Mobile marketing

Answer 20

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

Question 21

Direct Mail Marketing (traditional)

Answer 21

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address

Question 22

Junk Mail

Answer 22

Marketing people have no interest in

Question 23

Catalog Marketing

Answer 23

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

Question 24

Telemarketing

Answer 24

Using the telephone to sell directly to customers

Question 25

Direct-response television marketing (DRTV)

Answer 25

Direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering

Question 26

Internet fraud

Answer 26

Identity theft and financial scams

Question 27

Phishing

Answer 27

a type of identity theft that uses deceptive emails and fraudulent web and online mobile sites to fool users into divulging their personal data

Question 28

Online and digital security

Answer 28

fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers.

Question 29

Access by vulnerable or unauthorized groups

Answer 29

marketers of adult-oriented materials and sites have found it difficult to restrict access by minors

Question 30

Consumer Privacy

Answer 30

However, many critics worry that marketers know too much about consumers’ lives and that they may use this knowledge to take unfair advantage of consumers. At some point, they claim, the extensive use of databases intrudes on consumer privacy. Consumers, too, worry about their privacy. Although they are now much more willing to share personal information and preferences with marketers via digital and social media, they are still nervous about it.