Deck 9: 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

The types of digital media and technologies that are available for the marketer to use in reaching consumers are social networking sites, blogs, wikis, media-sharing sites, virtual reality sites, mobile devices, applications, and widgets.

Question 2

Describe the seven segments included in the Social Technographics Profile.

Answer 2

The Social Technographics Profile developed by Forrester Research groups the online community into seven segments according to how they interact with new digital media. It is important to note that these segments overlap; many online consumers may belong to multiple segments simultaneously.
Creators are those consumers who create their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.
Conversationalists regularly update their Twitter feeds or status updates on social networking sites. Although they are less involved than creators, conversationalists spend time at least once a week (and often more) on digital media sites posting updates.
The third category is critics. Critics are people who comment on blogs or post ratings and reviews.
Collectors are perhaps the least recognized group of the seven. Collectors gather information and organize content generated by critics and creators.
Another Technographic segment, known as joiners, is growing dramatically. Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a joiner.
Inactives are online users who do not participate in any digital online media, but as more and more people begin to use computers as a resource, this number is dwindling.
Spectators are those consumers who read what other consumers produce but do not create any content themselves.

Question 3

is a characteristic of online media that provides linkages between information providers or marketers and users or customers.

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

Answer 3

D

Question 4

Coca Cola Company entices consumers to its website through contests and games, but it cannot force people to visit the website due to the characteristic of online media.

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

Question 5

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

Question 6

As digital communication technologies have advanced, marketers tend to:

A) have less control over their product's positioning.
B) have more control over the processing of information.
C) have less 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 7

The ability to obtain digital information is referred to as:

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

Question 8

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 9

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

Question 10

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

Question 11

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 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

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

Question 14

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

Question 15

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

Question 16

Explain the ethical issues associated with digital media.

Question 17

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 18

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 19

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 20

bridges customers with marketers as well as other customers.

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

Question 21

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 22

Which of the following types of media is most consumer-driven?

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

Question 23

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 24

Smartphones contain that help consumers access more information about businesses.

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

Question 25

Sonic Inc. 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 26

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) meme
B) digital diary
C) blog
D) podcast
E) wiki

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(n):

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

Question 28

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

A) Memes
B) Tweets
C) Blogs
D) Podcasts
E) Wikis

Question 29

Papa Johns 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 Johns 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) a meme.
B) a wiki.
C) a blog.
D) a podcast.
E) a tweet.

Question 30

A furniture manufacturing firm is most likely to use to market themselves visually by displaying snapshots of company events, staff, and products.

A) Scribd
B) LinkedIn
C) Skyrockt
D) Flickr
E) East of the Web

Question 31

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 32

is a popular photosharing site on the Internet.

A) LinkedIn
B) YouTube
C) Sound Cloud
D) Scribd
E) Flickr

Question 33

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 34

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 35

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) Memes
E) Tweets

Question 36

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 37

Home Depot has developed software for iPhones that will allow 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 38

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

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 39

The most popular video-sharing website is:

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

Question 40

Kyle is a new marketing manager for Anthropologie Inc. He believes that if Anthropologie Inc. wants to grow and connect with its customers, then there is no better way than to use Facebook. As a result, marketers should:

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

Question 41

are user-created, three-dimensional worlds that have their own economies and currencies, lands, and residents who come in every shape and size.

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

Question 42

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 43

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of receiving positive reviews, which would increase the company's:

A) target market.
B) credibility.
C) size.
D) website size.
E) image.

Question 44

Hobby Lobby Inc. encourages customers to visit its website and "like" its Facebook page. It also enlists customers to post feedback on the company, refer 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 45

The attrition rate for digital media channels is:

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

Question 46

Pizza Hut, a popular pizza joint, has outlets 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) create a Fan Page and invite consumers to post their thoughts.
D) post its own promotional messages on blogs and websites.
E) stick to traditional promotions rather than social networking.

Question 47

Ralph Lauren, an apparel store realized that spectators make up the majority of its online followers. The spectators are interested in reading about the latest fashions but don't typically create and add their own content. The apparel store wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should the apparel store do?

A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Create a Fan Page and invite consumers to post their thoughts.
D) Post its own promotional messages on blogs and websites.
E) Stick to traditional promotions rather than social networking.

Question 48

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 49

A popular restaurant chain, Eats, has introduced restaurants in Mexico where inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Eats should:

A) have a contest to gather consumer-generated content.
B) ignore comments from critics.
C) create a Fan Page and invite consumers to post their thoughts.
D) post its own promotional messages on blogs and websites.
E) focus more on traditional promotions rather than social networking.

Question 50

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

A) collector.
B) spectator.
C) joiner.
D) creator.
E) critic.

Question 51

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 52

If a DVD rental shop has established outlets in the simulated environment of Second Life, the of a person will be able to rent a movie from the shop.

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

Question 53

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 54

According to The Social Technographics Profile, the largest group in most countries is:

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

Question 55

A board game manufacturing company has posted online cash rewards for consumer reviews of their games. In doing so, the company is striving to utilize:

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

Question 56

Red Bull Inc. has started introducing new products. It provides information regarding its new products to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are called:

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

Question 57

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 58

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

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

Question 59

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

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

Question 60

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

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

Question 61

Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies in the past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 9.1. The Disney website offers users the ability to create a character or a comic. Users have the option of allowing other people to view and comment on their new creation. Which characteristic of e-marketing has been implemented by Disney?

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

Question 62

Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies in the past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 9.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of:

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

Question 63

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 64

Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 9.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?

A) Google
B) TV
C) Wikipedia
D) Facebook
E) Yahoo

Question 65

Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 9.2. Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to:

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

Question 66

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 67

Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 9.2. If the Morningside Church wants to provide its members with a venue to read what other people think about its ideas, worship style, and community services, and to share their own ideas, it could use . Those who would most likely want to simply read the opinions of others are , while those who would like to also share their own ideas, are .

A) Twitter; creators; critics
B) Twitter; creators; spectators
C) Twitter account; inactives; creators
D) a blog; joiners; creators
E) a blog; spectators; creators

Question 68

Baby Products Corp. wants to learn about consumer needs by understanding the environment in which a product is used and the different applications of the product. For this purpose, it creates a twitter account. The company is using

A) futurism as a research tool to gain this information.
B) social networking
C) give-aways
D) promotional events
E) sponsorship

Question 69

Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 9.2. Political parties are also utilizing social media to connect with voters and to keep individuals informed about the up-to-the-minute activities in the political campaigns. If the politicians wanted to involve the potential voters in the campaign, they could utilize , a new trend in video marketing, and create input for their Facebook Fan Pages.

A) spectators
B) avatars
C) virtual realities
D) amateur filmmakers
E) specialized video producers

Question 70

Due to consumer concerns over privacy, the is considering developing 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 71

Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies in the past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 9.1. Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of:

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

Question 72

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following types of companies 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 73

Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies in the past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 9.1. The Disney website is missing , because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.

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

Question 74

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 75

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

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

Question 76

Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 9.2. Politicians could use , the ultimate type of social media for reaching those potential voters who want to stay connected to the latest information.

A) Bing
B) Facebook
C) Yahoo
D) Pinterest
E) Google

Question 77

monitors social networks for fraudulent accounts and assists their clients in removing the deceptive accounts.

A) A brand-protection firm
B) The Federal Trade Commission
C) An Internet-protection agency
D) The Better Business Bureau
E) An online-police agency

Question 78

Consumers can order a bathroom vanity through Lowe's website and pick up the vanity at the store. This type of delivery is called:

A) click and brick.
B) site to store.
C) bricks and mortar.
D) digital to domestic.
E) nontraditional.

Question 79

Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies in the past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
Refer to Scenario 9.1. Disney's Fan Page on Facebook allows people to link with other Disney enthusiasts. This is an example of:

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

Question 80

Digital marketing uses all digital media to develop communication and exchanges with customers.