Question 1

What trend is having a profound effect on marketing?

Accepted Answer

A)  the tendency of consumers to trust corporations over other consumers 
B)  the decrease in creating and reading consumer-generated content 
C)  the tendency of marketers to shut down consumer-generated information 
D)  the tendency of consumers to keep their product feedback to themselves 
E)  the increased tendency of consumers to publish their thoughts, opinions, reviews, and product discussions through blogs or digital media 
A)  the tendency of consumers to trust corporations over other consumers 
B)  the decrease in creating and reading consumer-generated content 
C)  the tendency of marketers to shut down consumer-generated information 
D)  the tendency of consumers to keep their product feedback to themselves 
E)  the increased tendency of consumers to publish their thoughts, opinions, reviews, and product discussions through blogs or digital media E

Question 2

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Accepted Answer

Without digital media monitoring and evaluation, it will not be possible to maximize resources and minimize costs in social media marketing. The strength of measurement relates to the ability to have online analytics and metrics. Social media monitoring involves activities to track, measure, and evaluate a firm's digital marketing initiatives. An advantage of digital marketing evaluations is that there are methods to capture the metrics that indicate the outcomes of strategies. Therefore, establishing an expected level of performance against actual performance can be compared. Key performance indicators (KPIs) should be embedded at the onset of a social media strategy that can allow almost real-time measurement and evaluation. This provides a foundation for making iterative changes to implementation and tactical execution. Marketing analytics uses tools and methods to measure and interpret the effectiveness of marketing activities. Applying analytics to social media performance can help develop better targeted social media campaigns.

Question 3

Which is an example of earned media?

Accepted Answer

A)  Sunny Ski Shop posts a coupon for 20 percent off its new line of ski boots. 
B)  An airline posts a banner ad to be viewed when customers search for airline flights. 
C)  Clark's Comics decides to develop a Facebook page. 
D)  Lucy posts a picture on Instagram of her new Harley-Davidson motorcycle with a comment on how much she loves it. 
E)  Bart's Bait and Tackle Shop runs an advertisement in the local newspaper. 
A)  Sunny Ski Shop posts a coupon for 20 percent off its new line of ski boots. 
B)  An airline posts a banner ad to be viewed when customers search for airline flights. 
C)  Clark's Comics decides to develop a Facebook page. 
D)  Lucy posts a picture on Instagram of her new Harley-Davidson motorcycle with a comment on how much she loves it. 
E)  Bart's Bait and Tackle Shop runs an advertisement in the local newspaper. D

Question 4

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Accepted Answer

A)  reduced efficiency 
B)  more confusion 
C)  clearer communication 
D)  slower communication 
E)  increased privacy 
A)  reduced efficiency 
B)  more confusion 
C)  clearer communication 
D)  slower communication 
E)  increased privacy

Question 5

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

Accepted Answer

A)  minimal, but it will likely grow over time. 
B)  minimal, and it will likely remain constant over time. 
C)  substantial, but it will inevitably shrink over time. 
D)  substantial, and it will inevitably grow over time. 
E)  substantial, and it will remain constant over time. 
A)  minimal, but it will likely grow over time. 
B)  minimal, and it will likely remain constant over time. 
C)  substantial, but it will inevitably shrink over time. 
D)  substantial, and it will inevitably grow over time. 
E)  substantial, and it will remain constant over time.

Question 6

From a marketing perspective, social media will be most effective if it

Accepted Answer

A)  is included in both the corporate and marketing strategy. 
B)  does not try to monitor competitors in the target market. 
C)  is developed separately from the marketing plan. 
D)  does not try to influence consumer behavior. 
E)  is used for information purposes rather than for relationship building. 
A)  is included in both the corporate and marketing strategy. 
B)  does not try to monitor competitors in the target market. 
C)  is developed separately from the marketing plan. 
D)  does not try to influence consumer behavior. 
E)  is used for information purposes rather than for relationship building.

Question 7

In terms of how they serve businesses, digital media forums

Accepted Answer

A)  only collect negative consumer-generated content about firms. 
B)  allow businesses to closely monitor what their customers are saying. 
C)  do not allow businesses to communicate with consumers to address problems or complaints. 
D)  only collect positive consumer-generated content about firms. 
E)  make communication between firms and consumers more difficult than through traditional communication channels. 
A)  only collect negative consumer-generated content about firms. 
B)  allow businesses to closely monitor what their customers are saying. 
C)  do not allow businesses to communicate with consumers to address problems or complaints. 
D)  only collect positive consumer-generated content about firms. 
E)  make communication between firms and consumers more difficult than through traditional communication channels.

Question 8

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

Accepted Answer

A)  podcasting. 
B)  viral marketing. 
C)  wiki marketing. 
D)  traditional advertising. 
E)  omni-channel retailing. 
A)  podcasting. 
B)  viral marketing. 
C)  wiki marketing. 
D)  traditional advertising. 
E)  omni-channel retailing.

Question 9

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Accepted Answer

A)  interactivity 
B)  accessibility 
C)  connectivity 
D)  addressability 
E)  control 
A)  interactivity 
B)  accessibility 
C)  connectivity 
D)  addressability 
E)  control

Question 10

A start-up weight loss company has developed an online newsletter that highlights current health-related topics and details the company's weight loss products. The company sends an e-mail to potential customers with the first issue of the newsletter, along with a link for users to sign up to continue receiving the newsletter on a monthly basis. The company sets a goal that 45 percent of the people who receive the e-mail will sign up for future newsletters. What Google Analytics metric would be able to track whether the company has reached its goal?

Accepted Answer

A)  real-time 
B)  acquisition 
C)  behavior 
D)  audience 
E)  conversions 
A)  real-time 
B)  acquisition 
C)  behavior 
D)  audience 
E)  conversions

Question 11

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

Accepted Answer

A)  posting announcements about promotions and deals. 
B)  posting polls to get customer feedback on new sandwich combinations. 
C)  ignoring customer complaints and keeping its Twitter feed positive. 
D)  posting humorous tweets and one-liners. 
E)  sharing short promotional videos with customers. 
A)  posting announcements about promotions and deals. 
B)  posting polls to get customer feedback on new sandwich combinations. 
C)  ignoring customer complaints and keeping its Twitter feed positive. 
D)  posting humorous tweets and one-liners. 
E)  sharing short promotional videos with customers.

Question 12

What is social media marketing?

Accepted Answer

A)  communicating with consumers through social media sites to promote a message and create online conversations 
B)  carrying out the goals of business through the use of the Internet 
C)  using all digital media, including the Internet to develop communication exchanges with customers 
D)  creating a seamless experience in all retail channels-brick-and-mortar stores, online sites, and mobile applications 
E)  communicating with consumers through traditional media outlets 
A)  communicating with consumers through social media sites to promote a message and create online conversations 
B)  carrying out the goals of business through the use of the Internet 
C)  using all digital media, including the Internet to develop communication exchanges with customers 
D)  creating a seamless experience in all retail channels-brick-and-mortar stores, online sites, and mobile applications 
E)  communicating with consumers through traditional media outlets

Question 13

What did Nielsen Marketing Research reveal about social network use?

Accepted Answer

A)  Consumers are becoming busier, so they no longer have time to spend on social networking sites. 
B)  The majority of social network users are older than 30. 
C)  Social network use is declining. 
D)  Consumers spend more time on social networking sites than they do on e-mail. 
E)  Consumers still spend more time on e-mail than they do on social networking sites. 
A)  Consumers are becoming busier, so they no longer have time to spend on social networking sites. 
B)  The majority of social network users are older than 30. 
C)  Social network use is declining. 
D)  Consumers spend more time on social networking sites than they do on e-mail. 
E)  Consumers still spend more time on e-mail than they do on social networking sites.

Question 14

The Internet has offered businesses the opportunity to target markets more precisely.

Accepted Answer

A) True 
 B)False

Question 15

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

Accepted Answer

A)  phishing 
B)  credit card fraud 
C)  intellectual property theft 
D)  hacking 
E)  tracking 
A)  phishing 
B)  credit card fraud 
C)  intellectual property theft 
D)  hacking 
E)  tracking

Question 16

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Accepted Answer

A)  addressability 
B)  accessibility 
C)  connectivity 
D)  interactivity 
E)  control 
A)  addressability 
B)  accessibility 
C)  connectivity 
D)  interactivity 
E)  control

Question 17

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Accepted Answer

A)  cookies 
B)  "do not track" bills 
C)  self-regulation measures 
D)  current tracking technology 
E)  customized services 
A)  cookies 
B)  "do not track" bills 
C)  self-regulation measures 
D)  current tracking technology 
E)  customized services

Question 18

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Accepted Answer

A)  She can use a shopping card. 
B)  She can use coupons to save money. 
C)  She can pay for her purchases with a credit card. 
D)  She can shop online. 
E)  She can pay for her purchases with cash. 
A)  She can use a shopping card. 
B)  She can use coupons to save money. 
C)  She can pay for her purchases with a credit card. 
D)  She can shop online. 
E)  She can pay for her purchases with cash.

Question 19

Social networking sites help to create relationships that benefit both the business and the consumer.

Accepted Answer

A) True 
 B)False

Question 20

Belinda is at a craft fair. As she is looking at the various vendors, she sees a "welcome" sign she wants to buy for her front porch. She hands her credit card to the vendor, and the vendor uses a smartphone swiping device to swipe her card. After the transaction is complete, the vendor sends her a receipt via e-mail. Which mobile payment option does this scenario describe?

Accepted Answer

A)  Bitcoin 
B)  Google Wallet 
C)  Square 
D)  Apple Pay 
E)  QR Pay 
A)  Bitcoin 
B)  Google Wallet 
C)  Square 
D)  Apple Pay 
E)  QR Pay

What trend is having a profound effect on marketing?

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Which is an example of earned media?

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

From a marketing perspective, social media will be most effective if it

In terms of how they serve businesses, digital media forums

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

What is social media marketing?

What did Nielsen Marketing Research reveal about social network use?

The Internet has offered businesses the opportunity to target markets more precisely.

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Social networking sites help to create relationships that benefit both the business and the consumer.

The Dynamics of Business and Economics

Business Ethics and Social Responsibility

Business in a Borderless World

Options for Organizing Business

Small Business, Entrepreneurship, and Franchising

The Nature of Management

Organization, Teamwork, and Communication

Managing Operations and Supply Chains

Motivating the Workforce

Managing Human Resources

Customer-Driven Marketing

Dimensions of Marketing Strategy

Accounting and Financial Statements

Money and the Financial System

Financial Management and Securities Markets

Personal Financial Planning and Legal and Regulatory Environment

Appendix A: Guidelines for the Development of the Business Plan

Appendix B: Personal Career Plan

Appendix C: Risk: The Basics of Risk Management

Filters

Exam 13: Digital Marketing and Social Networking

What trend is having a profound effect on marketing?

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Which is an example of earned media?

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

From a marketing perspective, social media will be most effective if it

In terms of how they serve businesses, digital media forums

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

What is social media marketing?

What did Nielsen Marketing Research reveal about social network use?

The Internet has offered businesses the opportunity to target markets more precisely.

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Social networking sites help to create relationships that benefit both the business and the consumer.

The Dynamics of Business and Economics

Business Ethics and Social Responsibility

Business in a Borderless World

Options for Organizing Business

Small Business, Entrepreneurship, and Franchising

The Nature of Management

Organization, Teamwork, and Communication

Managing Operations and Supply Chains

Motivating the Workforce

Managing Human Resources

Customer-Driven Marketing

Dimensions of Marketing Strategy

Accounting and Financial Statements

Money and the Financial System

Financial Management and Securities Markets

Personal Financial Planning and Legal and Regulatory Environment

Appendix A: Guidelines for the Development of the Business Plan

Appendix B: Personal Career Plan

Appendix C: Risk: The Basics of Risk Management

Filters