Deck 13: Digital Marketing and Social Networking

Question 1

___________ are electronic media that function using digital codes and includes media available via computers and other digital devices,including mobile and wireless ones like cell phones and smart phones.

A)The Internet
B)Digital media
C)Virtual realities
D)Digital marketing
E)Online social networking sites Digital media are electronic media that function using digital codes and includes media available via computers and other digital devices,including mobile and wireless ones like cell phones and smart phones.

Answer 1

B

Question 2

_________ uses all digital media,including the Internet and mobile and interactive channels,to develop communication and exchanges with customers.

A)Marketing
B)E-business
C)Business
D)Digital marketing
E)Social networking Digital marketing uses all digital media,including the Internet and mobile and interactive channels,to develop communication and exchanges with customers.

Answer 2

D

Question 3

Google is challenging established companies in all but one of the following industries:

A)mobile phones.
B)book publishing.
C)newspapers.
D)grocery stores.
E)advertising. With its fast,easy-to-use search engine,Google became number one and is now challenging many industries,including advertising,newspapers,mobile phones,and book publishing.

Answer 3

D

Question 4

The Internet has helped marketers to reach target markets that were previously inaccessible to many businesses.

Question 5

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

A)Control
B)Connectivity
C)Accessibility
D)Addressability
E)Interactivity Connectivity in digital communications involves the use of digital networks to provide linkages between information providers and users.

Question 6

How have technological advances in the Internet and information technology changed the environment for business?

Question 7

Internet markets are highly different from traditional markets.

Question 8

The Internet often impedes business transactions,making them slower and less efficient.

Question 9

The phenomenal growth of digital media has provided new ways of conducting business.

Question 10

__________ refers to consumers' ability to regulate the information they receive via the Internet,and the rate and sequence of their exposure to that information.

A)Control
B)Connectivity
C)Accessibility
D)Addressability
E)Interactivity When referring to digital communications,control is consumers' ability to regulate the information they receive via the Internet,and the rate and sequence of their exposure to that information.

Question 11

___________ means digital communications allow consumers to find information about competing products,prices,and reviews and become more informed about a firm and the relative value of its products.

A)Control
B)Connectivity
C)Accessibility
D)Addressability
E)Interactivity The characteristic of accessibility means digital communications allow consumers to find information about competing products,prices,and reviews and become more informed about a firm and the relative value of its products.

Question 12

The ability of a business to identify customers before they make a purchase is ________.

A)control
B)connectivity
C)accessibility
D)addressability
E)interactivity The ability of a business to identify customers before they make a purchase is addressability.It is one of the distinguishing characteristics of digital communication.

Question 13

What are the five characteristics that distinguish digital communication from traditional communication? Please provide a definition for each.

Question 14

The characteristic of addressability means digital communication allows consumers to find information about competing products,prices,and reviews and become more informed about a firm and the relative value of its products.

Question 15

Innovations in digital media have changed how marketers do their jobs in all of the following ways except

A)more efficient.
B)lower cost.
C)improve flow of information between businesses and consumers.
D)higher availability of information.
E)slowed down the speed at which they can work. Marketers' new ability to convert all types of communications into digital media has created efficient,inexpensive ways of connecting businesses and consumers and improved the flow and the usefulness of information.

Question 16

People spend more time on email than they do on social networking sites.

Question 17

Conducting _____ means carrying out the goals of business through the use of the Internet.

A)marketing
B)e-business
C)digital marketing
D)business
E)digital media Conducting e-business means carrying out the goals of business through the use of the Internet.

Question 18

_______________ allows customers to express their needs and wants directly to the firm in response to its communications.

A)Control
B)Connectivity
C)Accessibility
D)Addressability
E)Interactivity The characteristic of interactivity in digital communications allows customers to express their needs and wants directly to the firm in response to its communications.

Question 19

Technology and the Internet have dramatically changed the business environment.

Question 20

Cell phones are the channel that most think will dominate digital communication in the future.

Question 21

Consumer consumption patterns have not changed very much over time.

Question 22

What is not an essential difference between digital and traditional media?

A)They make customer communications richer,faster,and interactive.
B)They help companies reach new target markets more easily and quickly.
C)They help marketers utilize new resources in seeking out and communication with customers.
D)They help companies reach target markets more affordably.
E)Digital media require a completely different marketing mix. While there are some noticeable differences between digital and traditional media,the basic marketing mix remains the same.

Question 23

Digital marketing can enhance the value of products.

Question 24

Why is investment trading less expensive online?

A)It is not less expensive.
B)Because electronic stocks are worth less.
C)Because investors can buy and sell investments themselves without hiring a trader.
D)Because there are good sales online.
E)It is a less popular option,therefore prices are lower. Trading is more inexpensive online because investors can buy and sell their own stocks,bonds,and mutual funds,without hiring someone to do it for them.

Question 25

In the future,most significant competitiveness gains will come from improvements in _____.

A)equipment
B)transaction speed
C)economic growth
D)productivity
E)cost In the future,most significant gains will come from productivity improvements within businesses.

Question 26

E-business has had much more impact in certain industries where the cost of business and customer transactions has been very high.

Question 27

One aspect of marketing that has not changed with digital media is the importance of achieving the right ________.

A)manager
B)employees
C)target markets
D)marketing mix
E)advertising campaign One aspect of marketing that has not changed with digital media is the importance of achieving the right marketing mix.

Question 28

One of the greatest drawbacks of digital marketing is the ability of marketers and customers to easily share information.

Question 29

A Neilson Marketing Research study revealed that,on average,consumers spend more time emailing than on social networking sites.

Question 30

Which of the following is a downside to digital media?

A)It is expensive to implement and to operate
B)Most managers do not know how to use digital media
C)Too much employee access to information about the company
D)Employees waste time at work on social networking sites and downloading music X
E)Communications become too rapid Employees are surfing the Internet for as much as an hour during each workday.Many firms are trying to curb this practice by limiting employees' access to certain online content.

Question 31

Digital media have fundamentally altered the marketing mix.

Question 32

The Internet is a new ________ for making products available at the right time,at the right place,and in the right quantities.

A)medium
B)promotional device
C)distribution channel
D)All of the above
E)None of the above The Internet is a new distribution channel for making products available at the right time,at the right place,and in the right quantities.

Question 33

Digital media can reduce the cost of _______ and _________ transactions.

A)customer,business
B)manufacturer,end-user
C)Internet,brick-and-mortar
D)sale,full-priced
E)human,machine Digital media can reduce the cost of both customer and business transactions.

Question 34

Which is an industry that may not experience large decreases in the cost of communication gained from the digital communications?

A)Entertainment
B)Health care
C)A roadside fruit seller
D)Education
E)Software development Because the Internet lowers the cost of communication,it can contribute significantly to any industry or activity that depends on the flow of digital information such as entertainment,health care,government services,education,and computer services like software development.

Question 35

Which of the following industries is not listed in your text as one that has been significantly impacted by the Internet?

A)Entertainment
B)Health care
C)Government services
D)Small-scale organic farming
E)Software development Because the Internet lowers the cost of communication,it can contribute significantly to any industry or activity that depends on the flow of digital information such as entertainment,health care,government services,education and computer services like software development.

Question 36

How can digital marketing and media help companies to cut costs and improve communication? Give an example of an industry that has been highly successful at utilizing the Internet to reduce costs and remain competitive.

Question 37

Digital media make it easy for companies to add benefits and services to enhance products.

Question 38

Which of the following is not a difference between digital media and traditional media?

A)Digital media make customer communications richer.
B)Digital media help companies reach new target markets.
C)Digital media help marketers utilize new resources.
D)Digital media make communications more confusing.
E)Digital media help marketers and customers share information. First,digital media make customer communications richer,faster,and interactive.Second,digital media help companies reach new target markets more easily,affordably,and quickly than ever before.Finally,digital media help marketers utilize new resources in seeking out and communication with customers.Another important benefit of digital marketing is the ability of marketers and customers to easily share information.

Question 39

The Internet is not considered a distribution channel.

Question 40

In 2009 the average U.S.adult spent ___ hour(s)a day on social networking sites and surfing the Internet.

A)1
B)4
C)6
D)9
E)less than 1 In 2009,the average U.S.adult spent around six hours a day surfing social networking sites,almost three times as long as two years earlier.

Question 41

Social networks have existed in one form or another for over _______ years.

A)10
B)15
C)25
D)40
E)50 The precursors of today's social networks began in the 1970s as online bulletin boards that allowed users with common interests to interact with one another.The first modern social network was Six Degrees.com,launched in 1997.

Question 42

______ is the most flexible element of the marketing mix.

A)Promotion
B)Distribution
C)Price
D)Product
E)Placement Price remains the most flexible element of the marketing mix,even in a digital environment.

Question 43

What typically hard-to-reach demographic can marketers reach using sites like Facebook,MySpace and Twitter?

A)Young adults and teens
B)Retirees
C)Stay at home moms
D)Young children
E)Military servicemen For advertisers,the site is an opportunity to connect with teens and young adults,a demographic that is difficult to reach with traditional marketing.

Question 44

Social networking sites and blogs are not effective tools at building customer relationships.

Question 45

Although they can be a valuable resource,less than _____ of Fortune 500 companies has a blog.

A)1%
B)20%
C)50%
D)70%
E)90% Less than one-fifth of Fortune 500 companies utilize wikis and blogs,even though they present a great marketing opportunity.

Question 46

Digital media are more consumer-driven than traditional media.

Question 47

_____ are websites where users can add to or edit the content of posted articles.

A)Online newspapers
B)Wikis
C)Blogs
D)Social networking sites
E)Virtual realities Wikis are websites where users can add to or edit the content of posted articles.

Question 48

Some companies have begun to use blogs as internal tools for teams working on projects that require a great deal of documentation.

Question 49

Marketers who learn where online users are likely to express their thoughts and opinions can use these forums to do all of the following except

A)interact with them.
B)address problems.
C)promote their companies.
D)get feedback.
E)find out consumers addresses. Marketers who know where online users are likely to express their thoughts and opinions can use these forums to interact with them,address problems,and promote their companies.

Question 50

A _______ is a web-based meeting place for friends,family,co-workers and peers that lets users create a profile and connect with other users for the purposes that range from getting acquainted,to keeping in touch,to building a work related network.

A)browser
B)social network
C)virtual world
D)computer
E)digital marketing campaign A social network is a web-based meeting place for friends,family,co-workers and peers that lets users create a profile and connect with other users for the purposes that range from getting acquainted,to keeping in touch,to building a work related network.

Question 51

Discuss how digital marketing has altered the marketing mix.Be sure to outline what elements of the marketing mix have stayed the same.

Question 52

Online social networks are a valuable part of marketing because they change the way consumers communicate with each other and with firms.

Question 53

Which element of the marketing mix is best adapted for digital media? How so?

Question 54

Companies sometimes utilize Facebook and similar sites to help generate interest about new products.

Question 55

Consumer consumption patterns are changing in all of the following ways except

A)globally.
B)rapidly.
C)slowly.
D)in ways to which marketers must adapt.
E)even in the developing world. Global consumer consumption patterns are changing in a variety of ways,but a key characteristic is that they are changing rapidly.

Question 56

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

A)Online newspapers
B)Wikis
C)Blogs
D)Social networking sites
E)Virtual realities Blogs are web-based journals in which writers can editorialize and interact with other Internet users.

Question 57

Although customer-generated videos are increasingly available,most companies still prefer to hire professional advertising firms.

Question 58

When seeking out information on a new product,consumers tend to trust _________ over _________.

A)corporations,other consumers
B)other consumers,corporations
C)their neighbors,online reviews
D)online reviews,printed reviews
E)television infomercials,websites Consumers often rely on the recommendations of friends,family,and fellow consumers over corporations when making purchasing decisions.

Question 59

What is NOT a popular service offered by social networking sites?

A)Download music
B)Send emails
C)Play games
D)Manage your grocery bill
E)Upload photos Social networking sites allow users to perform a variety of actions and offer a selection of services-but so far do not help people balance their grocery budgets.

Question 60

Two-thirds of Internet users read blogs.

Question 61

Phishing is a growing scam whereby con artists counterfeit a well-known Web site and send out e-mails directing victims to it.

Question 62

Illegal sharing of Internet content is not a major intellectual property problem.

Question 63

The correct blend of traditional and new digital media marketing will vary depending on the business,its size,and its target market.

Question 64

_________ is more of a professional networking site than a place to communicate with friends.

A)Flickr
B)Linked In
C)Picasa
D)Friendster
E)MySpace LinkedIn is a social networking site geared toward professionals from all over the world.It is the fifth-largest social networking site.

Question 65

How do digital media help companies become more environmentally friendly?

Question 66

Why does shopping online raise more privacy concerns than shopping in a store?

A)It is more anonymous to shop online
B)Shoppers can go to more stores more quickly
C)Businesses can track consumers on a more personal level
D)The kinds of things people buy are different online
E)Shopping online is just as safe as shopping in stores Shopping on the Internet,however,allows businesses to track them on a far more personal level,from the contents of their online purchases to the Web sites they favor.Technology has made it possible for marketers to amass vast quantities of personal information,often without consumers' knowledge.

Question 67

The surest way to ensure that do not suffer from scams or identity theft online is to never divulge important personal information.

Question 68

The 140-character posts on Twitter are called ____ and can be used by marketers to build customer relationships.

A)Twitters
B)Posts
C)Instant messages
D)Tweets
E)Chirps The 140-character posts on Twitter are called Tweets and can be used by marketers to convey information and even build customer relationships.

Question 69

What is the fastest growing demographic group on Facebook?

A)Those under 13
B)Teenagers
C)Twenty-somethings
D)Women over 55
E)Men over 65 Women over 55 are the fastest-growing demographic on Facebook.

Question 70

_______ allow users to develop avatars that live online,and sometimes even have their own currency.

A)Photo sharing
B)Social networking sites
C)Wikis
D)Micro-blogs
E)Virtual worlds Virtual worlds allow users to develop avatars that live online,and sometimes (as in the case of Second Life)even have their own currency.

Question 71

Marketing over mobile devices has been made possible largely by _______,which allow(s)users to perform a variety of functions,from playing games to comparing product prices from different stores.

A)better reception
B)apps
C)the Internet
D)better phones
E)digital marketing Marketing over mobile devices has been made possible largely by mobile applications or apps-programs that can be loaded onto certain mobile devices to allow users to perform a variety of functions,from playing games to comparing product prices from different stores.

Question 72

Intellectual property is technically protected by laws and regulations,but companies still suffer billions of dollars in losses related to intellectual property theft each year.

Question 73

How has mobile marketing changed consumers' consumption patterns and how have marketers adapted?

Question 74

What is the number-one consumer complaint to government agencies,when it comes to the Internet?

A)Slow connection speed
B)Identify theft
C)Fraud
D)High prices
E)Don't like pop-up ads Fraud is far and away the number one source of complaints to government agencies in regards to problems with the Internet.

Question 75

Marketers accustomed to traditional media usually find the transition to digital media easy.

Question 76

Many companies believe podcasts will do all of the following except

A)will create brand awareness.
B)will promote their products.
C)will encourage customer loyalty.
D)are convenient.
E)will become the most popular avenue for conveying information. Many companies hope to use podcasts to create brand awareness,promote their products,and encourage customer loyalty because they are a convenient means of conveying information.

Question 77

_______ is the most popular online social networking site in the world.

A)MySpace
B)Linked In
C)Friendster
D)Facebook
E)Twitter Facebook became the most popular online social networking site in the world in 2008.It is estimated that 1/3 of all Internet users have visited the site.

Question 78

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

A)Pod casts
B)Wikis
C)Blogs
D)Social networking sites
E)Virtual realities Podcasts are audio or video files that can be downloaded from the Internet via a subscription that automatically delivers new content to listening devices or personal computers.

Question 79

An estimated 90% of illegal software sharing is done by businesses.

Question 80

Discuss the appeal to marketers of online social networking sites.Why are marketers utilizing them more and more?