________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome
A) Online magazines
B) Marketing Web sites
C) Search engines
D) Digital catalogs
E) Podcasts
B
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According to Harvard Business School professor Michael Porter, strategic positioning means _____ to achieve sustainable competitive advantage.
A. aggressive growth B. distinctive positioning C. collaborative planning D. strategic alliances E. retrenchment
When given a choice, employees are moving toward ________, even though they are more expensive.
A. PPOs B. CDHPs C. POSs D. HMOs
In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem?
A) They spoke to decision makers within the company. B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers C) They interviewed industry experts. D) They surveyed customers about their perceptions and preferences for cereals.
Which of the following companies uses a direct marketing channel?
A) Fishhooks, a factory that manufactures fishing equipment that it ships to hobby stores worldwide B) Germfight, a factory that manufactures dental products that it distributes only to select department stores C) Apple Blossoms, a company that sells its cosmetics exclusively through Ray's Retail Store D) Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-to-order catalogs E) Showdown, a clothing store that stocks merchandise from different international brands