Deck 9: Digital Marketing and Social Networking

Question 1

Digital media have created opportunities for companies to

A) gain more control over what the consumer sees.
B) target specific markets.
C) offer the exact experience as a brick and mortar store.
D) manage information that is disseminated through the web.
E) stimulate all five senses during the online shopping experience.

Answer 1

B

Question 2

The ability of a marketer to identify customers before they make a purchase is called

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

Answer 2

B

Question 3

Explain the ethical issues associated with digital media.

Answer 3

Some of the ethical issues associated with digital media are personal privacy, fraud, and misappropriation of copyrighted intellectual property.
Privacy: One of the most significant privacy issues involves the use of personal information that companies collect from website visitors in their efforts to foster long-term relationships with customers. Some people fear that the collection of personal information from website users may violate users' privacy, especially when it is done without their knowledge. Hackers may break into websites and steal users' personal information, enabling them to commit identity theft.
Online Fraud: Online fraud includes any attempt to conduct dishonest activities online. Online fraud includes, among other things, attempts to deceive consumers into releasing personal information.
Intellectual Property: The Internet has also created issues associated with intellectual property, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others. The software industry is particularly hard-hit when it comes to the pirating of materials and illegal file sharing. Consumers view illegal downloading in different ways, depending on the motivation for the behavior. If the motivation is primarily utilitarian, or for personal gain, then the act is viewed as less ethically acceptable than if it is for a hedonistic reason, or just for fun.

Question 4

In what ways can a company use YouTube to its advantage?

Question 5

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

Question 6

Which of the following characteristics distinguish online media from traditional marketing?

A) Experience, networking, and personal contact
B) Social networking, personal contacts, control, and salesmanship
C) Addressability, interactivity, accessibility, connectivity, and control
D) Environment, responsiveness, customization, and affordability
E) Dynamic responsiveness, control, friendliness, and attention-getting

Question 7

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of

A) virtual reality.
B) podcast.
C) recruiting tool.
D) social network.
E) employment opportunity.

Question 8

As digital communication technologies have advanced, it is possible for marketers to

A) have more control over their product's positioning.
B) have more control over the processing of information.
C) have more control over people's perceptions of their business.
D) be more selective on news releases regarding their company.
E) reach markets that were previously inaccessible.

Question 9

Electronic media that function using digital codes are called

A) digital marketing.
B) digital media.
C) electronic marketing.
D) digital electronics.
E) e-marketing.

Question 10

Define the characteristics that distinguish e-marketing from traditional marketing.

Question 11

How have digital media and social networking changed the consumer's buying behavior?

Question 12

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

A) Digital marketing
B) Digital media
C) Electronic marketing
D) Digital electronics
E) E-marketing

Question 13

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

A) their eating habits
B) their spending money
C) their disposable income
D) their shopping partners
E) their information searches

Question 14

Describe the opportunities that have evolved in marketing due to the use of digital media.

Question 15

Describe the seven segments included in the Social Technographics Profile.

Question 16

Explain how consumer-generated content on digital media can be useful to marketers.

Question 17

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.

A) digital orientation
B) digital media
C) electronic marketing
D) digital electronics
E) electronic processing

Question 18

JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing

A) addressability.
B) social networking.
C) interactivity.
D) accessibility.
E) control.

Question 19

Explain how digital marketing can help increase the efficiency of a company's distribution process.

Question 20

Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.

Question 21

The ability to obtain digital information is referred to as

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

Question 22

Digital media such as blogs allow marketers to interact with prospective customers in

A) person
B) an assertive manner.
C) a non-threatening environment.
D) real time.
E) friendly environment.

Question 23

The Internet can be referred to as a ____ medium because users determine which websites they are going to view.

A) selective
B) discriminating
C) pull
D) push
E) monopolistic

Question 24

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.

A) accessible
B) controlled
C) linked
D) addressable
E) interactive

Question 25

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control

Question 26

____ connects customers with marketers as well as other customers.

A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control

Question 27

Two trends that have caused consumer-generated information to gain importance is

A) the recession and a reduction of advertising expenditures.
B) globalization and the cultural trend of consumers being influenced by the "village."
C) the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
D) an increase in mobile digital technology and store brands.
E) an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.

Question 28

One trend that has caused consumer-generated information to gain importance is

A) the recession.
B) the globalization of companies.
C) the increase in store brands.
D) the increase of consumers using digital media to publicize their own product reviews.
E) the increase in consumer buying power.

Question 29

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's

A) target market.
B) credibility.
C) market share.
D) reach.
E) image.

Question 30

____ are free online publicity that helps the company.

A) Negative customer reviews
B) Company websites
C) Anti-company wikis
D) Positive customer reviews
E) Social technographics

Question 31

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

A) applications (apps)
B) widgets
C) cookies
D) speed dials
E) texts

Question 32

____ are more consumer-driven than traditional media.

A) Television commercials
B) Radio spots
C) Print ads
D) Digital media
E) Billboard advertisements

Question 33

____ allows customers to express their needs and wants directly to a company in response to its marketing communications.

A) Social ability
B) Addressability
C) Interactivity
D) Accessibility
E) Control

Question 34

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.

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

Question 35

Smart phones contain ____ that help consumers access more information about businesses.

A) treatments
B) digits
C) modulars
D) actions
E) applications

Question 36

Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)

A) application (app).
B) keypad function.
C) voice-activated system.
D) digital system.
E) interactivity.

Question 37

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize

A) electronic media.
B) a test market.
C) consumer-generated marketing.
D) new concept viewing.
E) Fan Pages.

Question 38

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

A) more authentic than company-generated content.
B) more interesting than company-generated content
C) more approving than company-generated content
D) more current than company-generated content
E) more flattering than company-generated content

Question 39

One trend that has caused consumer-generated information to gain importance is

A) an increase in mobile digital technology.
B) consumers' tendencies to trust other consumers over corporations.
C) the cultural trend of consumers being influenced by the "village."
D) the increase in adults other than parents influencing children.
E) a reduction in advertising expenditures.

Question 40

____ involves the use of digital networks to provide linkages between information providers and users.

A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control

Question 41

____ are web-based journals in which writers can editorialize and interact with other Internet users.

A) Bings
B) Googles
C) Blogs
D) Podcasts
E) Wikis

Question 42

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest?

A) Flickr
B) Facebook
C) Google+
D) Twitter
E) Skyrocket

Question 43

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

A) Facebook
B) Twitter
C) Blog
D) Google+
E) QQ

Question 44

Due to increasing consumer demand, many television networks are creating ____ of their shows.

A) podcasts
B) wikis
C) virtual realities
D) digital characters
E) imitations

Question 45

The attrition rate for digital media channels is

A) nonexistent.
B) diminutive.
C) low.
D) about the same as traditional businesses.
E) very high.

Question 46

____ is a popular photosharing site on the Internet.

A) Google+
B) Facebook
C) MySpace
D) Twitter
E) Flickr

Question 47

Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an)

A) electronic news source.
B) digital diary.
C) blog.
D) podcast.
E) Twitter account.

Question 48

____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

A) Creators
B) Critics
C) Collectors
D) Joiners
E) Spectators

Question 49

Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook?

A) Marketers should establish a Facebook page.
B) Marketers should avoid recommendations from customers via Facebook.
C) Marketers should ignore the advice of customers on Facebook.
D) Marketers need to use multiple Facebook pages.
E) Marketers should maintain strict control of consumers' comments on Facebook.

Question 50

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

A) in danger.
B) under the authority of the government.
C) in the hands of the company's competitors.
D) in the hands of the consumer.
E) in the hands of the stockholders.

Question 51

Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.

A) blogs
B) amateur filmmakers
C) Twitter announcements
D) advertising firms to develop videos
E) virtual realities

Question 52

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.

A) Facebook pages
B) Fan Pages
C) Bings
D) wikis
E) Notebook pages

Question 53

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products.

A) wikis
B) blogs
C) Skyrocket
D) Flickr
E) Twitter

Question 54

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

A) Wikis
B) Blogs
C) Podcasts
D) Virtual realities
E) Photo-sharing

Question 55

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services?

A) Any sized company
B) Only large to medium sized companies
C) Only companies with a specialized target market
D) Only companies with a unique product
E) Only companies whose target customer is mainly women

Question 56

Sonic communicates with its customers through ____, which is the most popular social networking site in the world.

A) Flickr
B) Twitter
C) LinkedIn
D) Facebook
E) Google+

Question 57

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.

A) clone
B) avatar
C) pet
D) Q
E) dynasty

Question 58

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

A) bing
B) digital diary
C) blog
D) podcasting
E) wiki

Question 59

____ are computer-based online simulated environments that involve participants.

A) Wikis
B) Virtual realities
C) Podcasts
D) Blogs
E) Photo-sharing

Question 60

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing.

A) distance
B) relationship
C) multiple-phase
D) experiential
E) community

Question 61

Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online.

A) Internet Protection Agency
B) Consumer Protection Agency
C) Federal Trade Commission
D) Better Business Bureau
E) technology division of the Federal government

Question 62

____ are online users who do not participate in any digital online media.

A) Collectors
B) Spectators
C) Inactives
D) Creators
E) Critics

Question 63

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

A) brick-and-clicks.
B) side-by-side.
C) bricks-and-mortar.
D) online-specialty.
E) web-only.

Question 64

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?

A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Add tags to webpages or photos.
D) Post its own promotional messages on blogs and websites.
E) Stick to traditional promotions rather than social networking.

Question 65

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.

A) futurism
B) social networking
C) give-aways
D) promotional events
E) sponsorship

Question 66

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Add tags to webpages or photos.
D) Post its own promotional messages on blogs and websites.
E) Focus more on traditional promotions rather than social networking.

Question 67

Of the online user segments in The Social Technographics Profile, the largest group in most countries is

A) Creators
B) Critics
C) Collectors
D) Joiners
E) Spectators

Question 68

____ are people who gather information and organize content generated by critics and creators.

A) Collectors
B) Spectators
C) Joiners
D) Creators
E) Critics

Question 69

NorthFace launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, NorthFace should

A) measure profitability during and after the campaign.
B) compare sales before and after the campaign was launched.
C) measure sales and profitability after the campaign was launched.
D) measure demand during and after the campaign.
E) look at sales for a year after the campaign.

Question 70

Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.

A) creators
B) critics
C) collectors
D) joiners
E) spectators

Question 71

The ability to process orders electronically and increase the speed of communications via the Internet reduces

A) customer satisfaction due to lack of human involvement.
B) customer satisfaction due to hard-to-navigate websites.
C) cognitive dissonance.
D) distribution costs.
E) customer involvement.

Question 72

Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a

A) Collector.
B) Spectator.
C) Joiner.
D) Creator.
E) Critic.

Question 73

____ relates to perceptions of value and is the most flexible element of the marketing mix.

A) Distribution
B) Pricing
C) Store location
D) Product mix
E) Promotion

Question 74

Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Add tags to webpages or photos.
D) Post its own promotional messages on blogs and websites.
E) Stick to traditional promotions rather than social networking.

Question 75

____ includes any attempt to intentionally conduct dishonest activities online.

A) Racketeering
B) Online spam
C) Digital identity theft
D) Online fraud
E) Online bribery

Question 76

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are

A) collectors.
B) spectators.
C) joiners.
D) creators.
E) critics.

Question 77

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog.

A) Collectors
B) Spectators
C) Joiners
D) Creators
E) Critics

Question 78

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.

A) Collector
B) Spectator
C) Inactive
D) Creator
E) Critic

Question 79

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

A) compare sales before and after the campaign was launched.
B) monitor web traffic during the campaign.
C) monitor the website to see if web traffic increased after the launch of the campaign.
D) compare demand before and after the campaign was launched.
E) measure sales and profitability after the campaign was launched.

Question 80

____ usually constitute a smaller part of the online population than the other groups.

A) Collectors
B) Spectators
C) Joiners
D) Creators
E) Critics