Deck 10: Digital Marketing and Social Networking

Question 1

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

Answer 1

The role of distribution is to make products available at the right time, at the right place, and in the right quantities. Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. The ability to process orders electronically and increase the speed of communications via the Internet reduces inefficiencies, costs, and redundancies while increasing speed throughout the marketing channel. Shipping times and costs have become an important consideration in attracting consumers, prompting many companies to offer consumers low shipping costs or next-day delivery.

Question 2

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

Answer 2

Today's social networks offer a multitude of consumer benefits, including music downloads, apps, forums, and games. Marketers are thereby using these sites and their popularity with consumers to promote products, handle questions and complaints, and provide information to assist customers in buying decisions. Consumers now have a greater ability to regulate the information that they view as well as the rate and sequence of their exposure to that information. The Internet is sometimes referred to as a pull medium because users determine which websites they are going to view; the marketer has only limited ability to control the content to which users are exposed, and in what sequence. Today, blogs, wikis, podcasts, and ratings are used to publicize, praise, or challenge companies. Digital media require marketers to approach their jobs differently compared to traditional marketing. However, most companies in the United States do not routinely monitor consumers' postings to online social networking sites. In many cases, this represents a missed opportunity to gather information.
On the other hand, some companies are using the power of the consumer to their advantage. While negative ratings and reviews are damaging to a company, positive customer feedback is free publicity that often helps the company more than corporate messages do. Because consumer-generated content appears more authentic than corporate messages, it can go far in increasing a company's credibility. Additionally, while consumers can use digital media to access more information, marketers can also use the same sites to get information on the consumer-often more information than could be garnered through traditional marketing venues. They can examine how consumers are using the Internet to target marketing messages to their audience. Finally, marketers are also using the Internet to track the success of their online marketing campaigns, creating an entirely new way of gathering marketing research.

Question 3

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

Answer 3

E

Question 4

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

Question 5

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 6

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

Question 7

Explain the ethical issues associated with digital media.

Question 8

Which of the following refers to the strategic process of distributing, promoting, and 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 9

Describe the seven segments included in the Social Technographics Profile.

Question 10

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

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

Question 11

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

Question 12

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 13

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 14

____ 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 15

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) more carefully choose what news is released about their company.
E) reach markets that were previously inaccessible.

Question 16

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

Question 17

Sam's Club has developed a website that allows employees to create a profile and connect with coworkers 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 18

Digital media have created opportunities for companies to

A) gain more control over what the consumer sees.
B) target specific markets.
C) offer the same kind of 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.

Question 19

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

Question 20

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

Question 21

Walgreens 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 22

____ 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 23

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 24

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 25

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 26

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, 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 27

The ability to obtain digital information is referred to as

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

Question 28

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 29

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their 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 30

____ are more consumer-driven than traditional media.

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

Question 31

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 32

Smartphones contain ____ that help consumers access more information about businesses.

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

Question 33

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 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

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

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

Question 36

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

A) Flickr
B) Twitter
C) Instagram
D) Facebook
E) Pinterest

Question 37

____ connects customers with marketers as well as other customers.

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

Question 38

____ 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 39

____ 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 40

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 41

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 42

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 43

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

A) Facebook
B) fan pages
C) widgets
D) wikis
E) notebook pages

Question 44

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 45

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

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

Question 46

____ is a popular mobile photo-sharing site.

A) YouTube
B) Facebook
C) Tumblr
D) Twitter
E) Instagram

Question 47

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) Pinterest
B) Twitter
C) Tumblr
D) Google+
E) Instagram

Question 48

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 49

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) widget
B) digital diary
C) blog
D) podcasting
E) wiki

Question 50

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage 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 51

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

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

Question 52

____ 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 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

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 55

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 56

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

A) Widgets
B) Apps
C) Blogs
D) Podcasts
E) Wikis

Question 57

Those who use Zipcar's services share a car 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

____ 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) RSS feeds

Question 59

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

A) Wikis
B) Virtual realities
C) Podcasts
D) Blogs
E) RSS feeds

Question 60

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 61

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 62

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 63

Scenario 10.2 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 nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 10.2. 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 pages.

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

Question 64

Scenario 10.2 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 nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 10.2. 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 65

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

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

Question 66

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 67

____ 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 68

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know 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 it also connects you with your favorite characters from movies 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 10.1. The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?

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

Question 69

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know 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 it also connects you with your favorite characters from movies 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 10.1. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguishes online media from traditional marketing, namely

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

Question 70

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know 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 it also connects you with your favorite characters from movies 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 10.1. 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 71

Scenario 10.2 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 nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
Refer to Scenario 10.2. 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) YouTube
D) Facebook
E) Twitter

Question 72

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 73

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know 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 it also connects you with your favorite characters from movies 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 10.1. 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 74

____ 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 75

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 76

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 77

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 78

Scenario 10.1 Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know 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 it also connects you with your favorite characters from movies 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 10.1. 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 79

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

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

Question 80

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) giveaways
D) promotional events
E) sponsorship