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marketing chapter thirteen
Terms in this set (20)
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is called
The most common metric and the one that is the easiest to measure is
The term used to define Internet-based applications that enable users to create their own content and share it with others who access these sites is
Rashmi bought a kayak online, and after using it for a month, she went back to the site where she purchased it and submitted a product review. This is an example of ________ content.
For marketers, which group would be considered a "vulnerable" population?
What is the term for a person's feeling of isolation and concern about missing out on what is occurring in the world around us?
fear of missing out
What is owned media?
publicity gained via a brand-controlled source
The zero moment of truth refers to
the moment a customer uses a digital device to begin learning about a potential purchase.
Which social media platform is used the most by B2C marketers as a marketing tool?
The essence of ________ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
To help inform readers on a complex issue, a firm might use an authoritative guide called a
Search engines have two major functions: to provide search users with a ranked list of websites they've determined are the most relevant and
to build an index of all web content.
The process of broadcasting video footage in real-time is called
Search marketing attempts to generate traffic from ________ through both paid and unpaid efforts.
In search engine marketing, where do paid listings appear?
at the very top or to the upper right of a search-results page
A visualization of performance metrics that allows marketers to see performance over time and across a range of measures can be obtained by the use of
a marketing dashboard.
A key principle within marketing ethics, is the permission granted in the full knowledge of the likely consequences, otherwise known as
The all-encompassing term that refers to the marketing of goods or services through the use of e-mail, websites, search engines and social media platforms is
The second moment of truth is
the actual experience a customer has with a product once the customer buys it and returns home.
In what way can social media can help build a successful brand?
by generating positive word-of-mouth communication about the brand across social networks
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