Deck 10: Digital Marketing and Social Networking

Question 1

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

Answer 1

Answer not provided.

Question 2

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

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

Answer 2

C

Question 3

Electronic media that function using digital codes are called

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

Answer 3

B

Question 4

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

Question 5

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

Question 6

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

Question 7

As digital communication technologies have advanced,it 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 8

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

Question 9

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

Question 10

____ 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 11

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 on-line shopping experience.

Question 12

In what ways can digital media be used as a market research tool?

Question 13

According to Nielsen Marketing Research,consumers spend more time on ____ than e-mail.

A)Google
B)shopping sites
C)video sharing sites
D)blogs
E)social networking sites

Question 14

Describe the six segments included in the Social Technographics Profile.

Question 15

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

Question 16

Consumers are changing ____ and consumption behaviors as a result of emerging technologies.

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

Question 17

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 18

Why is it beneficial for a company to use a Fan Page? How can a company avoid the mistake of making members feel pressured to purchase products?

Question 19

Explain the ethical issues associated with digital media.

Question 20

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

Question 21

The ability to obtain digital information is referred to as

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

Question 22

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

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

Question 23

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.

Question 24

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 25

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 26

____ 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 27

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 28

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

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

Question 29

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

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

Question 30

____ facilitates ____,as it enables customer engagement to facilitate product innovation.

A)Accessibility / customization
B)Addressability / relationship marketing
C)Accessibility / relationship marketing
D)Control / relationship marketing
E)Control / customization

Question 31

____ 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 32

Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as

A)Enterprise 2.0
B)Company Dynamics
C)Cutting-edge technology
D)Workplace Expansion
E)Employee 2.0

Question 33

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 34

Interactive links on websites can help advertising move away from being an intrusion to

A)attracting spectators.
B)being more accessible.
C)developing relationships.
D)providing the customer with control.
E)alluring the inactives.

Question 35

A(n)____ channel provides the opportunity for a marketer to customize promotions.

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

Question 36

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 37

____ 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 38

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

A)Socialability.
B)Addressability.
C)Interactivity.
D)Accessibility.
E)Control.

Question 39

JC Penney'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,JC Penney is practicing

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

Question 40

____ connects customers with marketers as well as other customers.

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

Question 41

Mia is making a presentation to the executive committee at Kohl's tomorrow about the use of Fan Pages on Facebook.Which of the following statements is true regarding Fan Pages on Facebook?

A)They are expensive to produce.
B)They are difficult to produce,but reap great rewards.
C)They are inexpensive and easy to produce.
D)They have no benefit for the company,but are still essential because the consumer demands it.
E)They are the most effective means available today for communicating new product information.

Question 42

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 43

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 44

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 45

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

A)MySpace
B)Twitter
C)LinkedIn
D)Facebook
E)Blogs

Question 46

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 47

Fan Pages are a(n)____ way for companies to advertise their goods and services while also garnering information about consumers.

A)effective but costly
B)unique
C)enhanced
D)personalized
E)inexpensive

Question 48

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 49

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 50

Fan Pages are a(n)____ way for companies to advertise.

A)costly
B)ineffective
C)difficult
D)time-intensive
E)inexpensive

Question 51

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 52

Fan pages use ____ to help companies keep track of information on who is becoming a fan of their page.

A)widgets
B)sensors
C)rewards
D)pop-ups
E)wookies

Question 53

LinkedIn is a social networking site geared toward

A)Millennials.
B)teenagers.
C)singles.
D)professionals.
E)retired people.

Question 54

Milton Bradley/Parker Brothers are producers of many board games,such as Monopoly,Battleship,Yahtzed,and Clue.The company has posted on-line 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 55

When using Facebook Fan Pages,companies must dedicate time to ____ in order to make Fans feel connected.

A)responding to fan posts
B)promoting time-sensitive products
C)gathering widgets
D)providing background information on the company
E)promoting green business practices

Question 56

The fastest-growing group on Facebook is

A)teenagers.
B)male Millennials.
C)female Millennials.
D)men aged 55 and over.
E)women aged 55 and over.

Question 57

____ are more consumer-driven than traditional media.

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

Question 58

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 59

MySpace has experienced difficulties competing with Facebook,particularly for businesses,because

A)it is more for children's use.
B)it is used more for dating than obtaining information.
C)it is primarily for local socializing.
D)it is primarily used by millennials.
E)it is primarily used by males.

Question 60

The average Facebook user becomes a fan of several ____ each month.

A)television shows
B)Fan Pages
C)Brand sheets
D)Promotional Folios
E)Facebook Leafs

Question 61

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 62

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 63

____ 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 64

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)LinkedIn
B)Facebook
C)MySpace
D)Twitter
E)Skyrocket

Question 65

____ is a popular photosharing site on the Internet.

A)LinkedIn
B)Facebook
C)MySpace
D)Twitter
E)Flickr

Question 66

The most popular video-sharing website is

A)Flickr.
B)Facebook.
C)YouTube.
D)Wikis.
E)QQ.

Question 67

General Motors communicates with consumers and stockholders via social networking.Which site would be the most beneficial for GM to post its stock information on?

A)LinkedIn
B)Facebook
C)MySpace
D)Twitter
E)Flickr

Question 68

A LinkedIn profile resembles

A)a photo album
B)an address book
C)a resume
D)a book review
E)class notes

Question 69

____ 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 70

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 71

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)LinkedIn
D)MySpace
E)QQ

Question 72

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 73

Which of the following websites allows companies to search the network for potential employees with particular skills?

A)Facebook
B)Twitter
C)LinkedIn
D)MySpace
E)Flickr

Question 74

Lauren has just graduated with her marketing degree and is now looking for a job.She has made a profile that contains her educational background,part-time job experiences,and qualifications.On which of the following websites would it be the most beneficial for Lauren to post her profile?

A)LinkedIn
B)Bing
C)MySpace
D)Twitter
E)Facebook

Question 75

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 76

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 77

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 78

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

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

Question 79

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 80

The attrition rate for digital media channels is

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