Chapter 14 - Direct, Online, Social Media, and Mobile Marketing

Question 1

Direct and Digital Marketing

Answer 1

Engaging directly with targeted individual consumers and customer communities to obtain an immediate response and build lasting customer relationships; build customer engagement, brand community, and sales

Question 2

Digital and Social Media Marketing

Answer 2

Using digital marketing tools to engage consumers anywhere, anytime via their digital devices; changed customers’ notions of convenience, speed, price, product info, service, and brand interactions

Question 3

Multichannel Marketing

Answer 3

Using both traditional and digital marketing channels

Question 4

Social Media

Answer 4

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

Question 5

Mobile Marketing

Answer 5

Promotional content delivered to consumers through their mobile devices; engage customers anywhere, anytime during the buying and relationship building process

Question 6

Telemarketing

Answer 6

Selling directly to customers using the telephone; outbound and inbound telephone marketing; rise of do-not-call legislation resulted in opt-in calling systems

Question 7

Direct-Response Television (DRTV) Marketing

Answer 7

Direct-response television advertising; interactive TV (iTV) advertising

Question 8

Kiosk Marketing

Answer 8

Product or service information and ordering machines placed by companies; wireless-enabled and face recognition

Question 9

Irritation

Answer 9

Loud, long, and insistent TV commercials; junk mail and spam

Question 10

Unfairness

Answer 10

Taking unfair advantage of impulsive buyers

Question 11

Deception and fraud

Answer 11

Investment scams or phony collections for charity; internet fraud; phishing; online and digital security; access by vulnerable or unauthorized groups

Question 12

Phishing

Answer 12

A type of identity theft that uses deceptive e-mails and fraudulent online sites to fool users into divulging their personal data

Question 13

Consumer Privacy

Answer 13

Fear of invasion of privacy; ready availability of information leaves consumers open to abuse

Question 14

Need for Action

Answer 14

Government actions = do not call, do not mail, do not track lists; spam legislation; congressional legislation (give more control to consumers over use of online information); FTC - policing online privacy