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Marketing 396 > Chapter 15 > Flashcards

Chapter 15 Flashcards

1
Q

What do direct and digital marketing involve?

A

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

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2
Q

Why do companies use direct marketing?

A

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

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3
Q

How is direct marketing described?

A

Direct distribution- as marketing channels that contain no intermediaries

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4
Q

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

A

TRUE

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5
Q

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

A

Internet based and marketing spending and sales

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6
Q

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

A

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

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7
Q

What does digital marketing provide for consumers?

A

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

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8
Q

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

A

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

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9
Q

What does traditional direct marketing include?

A

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

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10
Q

What is multichannel marketing?

A

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

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11
Q

What is online marketing?

A

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

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12
Q

What is the first step in conducting online marketing?

A

Creating a website

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13
Q

What are marketing websites?

A

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

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14
Q

How do companies attract visitors to their websites?

A

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

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15
Q

What is online advertising?

A

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

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16
Q

What are the main forms of online advertising?

A

Display ads and search related ads

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17
Q

What is the largest form of online advertising?

A

Search-related ads

18
Q

What is email marketing?

A

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

19
Q

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

A

TRUE

20
Q

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

A

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

21
Q

What is viral marketing?

A

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

22
Q

What are blogs?

A

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

23
Q

What is social media?

A

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

24
Q

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

A
  1. They can use existing social media

2. Or they can set up their own

25
Q

How do niche online social networks work?

A

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

26
Q

What are some advantages to using social media?

A

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

27
Q

What is the biggest advantage of social media?

A

Its engagement and social sharing capabilities

28
Q

What are some disadvantages to using social media?

A

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

29
Q

What is mobile marketing?

A

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

30
Q

What is direct-mail marketing?

A

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

31
Q

What are some advantages to mail marketing?

A

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

32
Q

What is catalogue marketing?

A

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

33
Q

What are some advantages of catalogue marketing?

A

It eliminates printing and mailing costs and has unlimited space

34
Q

What is telemarketing?

A

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

35
Q

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

A

TRUE

36
Q

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

A
  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
37
Q

What does the Canadian Anti-Fraud Centre do?

A

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

38
Q

What is a common form of internet fraud?

A

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

39
Q

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

A
  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
40
Q

What does the Canadian Marketing Association do?

A

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

Marketing 396 (9 decks)

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