Deck 9: E-Marketing, Digital Media, and Social Networking

Question 1

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 1

B

Question 2

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

Answer 2

Answer not provided.

Question 3

Describe the six segments included in the Social Technographics Profile.

Answer 3

Answer not provided.

Question 4

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

Question 5

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

Question 6

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 7

The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their

A)competitors.
B)store environment.
C)opponents.
D)employees.
E)legal representatives.

Question 8

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

Question 9

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

Question 10

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

Question 11

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 12

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

Question 13

____ uses the Internet and 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 14

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

Question 15

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 16

Explain the ethical issues associated with digital media.

Question 17

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 18

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

Question 19

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

Question 20

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 21

____ 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 22

____ 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 23

The ability to obtain digital information is referred to as

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

Question 24

____ 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 25

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 26

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 27

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 28

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 29

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 30

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 31

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

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

Question 32

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 33

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 34

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

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

Question 35

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 36

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 37

____ 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 38

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 39

____ connects customers with marketers as well as other customers.

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

Question 40

Blockbuster 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 41

Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize

A)a job search.
B)a test market.
C)consumer-generated marketing.
D)a new concept viewing.
E)an employment opening.

Question 42

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 43

IHOP is active on Facebook for the purpose of engaging in ____ marketing.

A)distant
B)relationship
C)controlled
D)experiential
E)community

Question 44

____ 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 45

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 46

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 47

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 48

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 49

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

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

Question 50

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 51

Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ____ than corporate messages.

A)authentic
B)colorful
C)approving
D)bogus
E)flattering

Question 52

Marketing strategists say businesses ____ consumers via social media

A)should connect to
B)should avoid recommendations from
C)should ignore the advice of
D)should stay away from
E)should control

Question 53

Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's

A)target market.
B)credibility.
C)mode of operation.
D)reach.
E)monopoly.

Question 54

The first modern social network was shut down due to

A)government restrictions.
B)lack of interest.
C)concerns brought up by the Better Business Bureau.
D)inconsistency between state and federal regulations.
E)it was too costly.

Question 55

____ can use social networking sites.

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

MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ____ site than one for keeping in touch with friends.

A)children's
B)dating
C)parental
D)senior citizen's
E)community

Question 57

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 58

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 59

____ are more consumer-driven than traditional media.

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

Question 60

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 61

____ 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 62

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

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

Question 63

McDonald's received negative publicity concerning the content of their hamburgers. The information in the report was incorrect. Part of McDonald's response is to create a web-based journal that gives accurate information about McDonald's ingredients. This journal is an example of a

A)bing.
B)digital diary.
C)blog.
D)podcast.
E)wikis.

Question 64

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 65

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 66

____ is a popular photosharing site on the Internet.

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

Question 67

Larry is job hunting and has made a profile that contains his educational background, job experiences, and qualifications. Which website would be the most beneficial for Larry to post his profile on?

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

Question 68

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 limbo.
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 69

Which social networking site asks its members "What are you doing?"

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

Question 70

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 71

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 72

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 73

LinkedIn is a social networking site geared toward

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

Question 74

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 75

The most popular video-sharing website is

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

Question 76

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 77

A new trend in video marketing is the use of

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

Question 78

A LinkedIn profile resembles

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

Question 79

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 80

____ 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