Deck 9: Digital Marketing and Social Networking

Question 1

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

Answer 1

True

Question 2

Digital media channels have all the benefits of a brick-and-mortar store and are therefore growing in popularity.

Answer 2

False

Question 3

A smart watch is an example of a type of digital media channel.

Answer 3

True

Question 4

Digital media refers to a marketing strategy that engages in the strategic process of distributing, promoting, and pricing products, and discovering consumer desires through social networks.

Question 5

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

Question 6

Connectivity is the use of digital networks to provide linkages between information providers and users.

Question 7

Electronic marketing strategy and digital marketing strategy are often used interchangeably, but there are differences between them.

Question 8

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.

Question 9

Traditional advertising is unlimited in terms of interactivity.

Question 10

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.

Question 11

To communicate with their employees, companies may use wikis and podcasts.

Question 12

One of the fastest-growing areas in mobile technology is the creation of applications.

Question 13

Digital media refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of Internet customers using digital marketing.

Question 14

Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews.

Question 15

An accessible channel means the marketer knows who the customer is and can specifically address that person.

Question 16

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.

Question 17

General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.

Question 18

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

Question 19

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely.

Question 20

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard.

Question 21

Traditional marketing media are more consumer-driven than digital media.

Question 22

Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog's content is factually accurate.

Question 23

Instagram is the most popular mobile photo-sharing application.

Question 24

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false.

Question 25

Twitter is useful for communications between friends, but not for communications between businesses and customers.

Question 26

Positive and negative online reviews act as reputation enhancers.

Question 27

The Facebook audience is large, but it has yet to surpass the audience of a popular television network.

Question 28

While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer.

Question 29

A great benefit of social networking is the ability it gives marketers to reach out to new markets.

Question 30

Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems.

Question 31

A new trend in video marketing is the use of amateur filmmakers.

Question 32

The majority of Fortune 500 companies do not maintain a corporate blog.

Question 33

Those who subscribe to a podcast will automatically get new content from the podcast delivered to their listening devices or personal computers.

Question 34

So far, social networking has gained popularity only in the United States.

Question 35

People in many foreign countries engage in social networking.

Question 36

The Internet is sometimes referred to as a push medium because marketers determine which websites consumers are going to view.

Question 37

Before posting information on a blog, the blogger must make certain that the information is accurate.

Question 38

The fact that most companies in the United States do not routinely monitor consumers' postings to online social networking sites represents a missed opportunity to gather information.

Question 39

Companies use wikis as internal tools for teams working on projects requiring lots of documentation.

Question 40

Many people now seek recommendations from social media friends before conducting other kinds of searches.

Question 41

A problem of digital marketing evaluations is that there are no methods to capture the metrics that indicate the outcomes of strategies.

Question 42

One of the most important benefits of e-marketing is the ability of marketers

A)and vendors to share resources.
B)and customers to share information.
C)and government regulators to share information.
D)and competitors to share information.
E)and customers to obtain digital information.

Question 43

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 44

Positive customer feedback is free publicity that often helps the company more than corporate messages do.

Question 45

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 46

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)be more selective about news releases regarding their company.
E)reach markets that were previously inaccessible.

Question 47

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 48

Attempts to deceive consumers into releasing personal information online are referred to as online fraud.

Question 49

Many traditional promotional events can be enhanced or replaced by digital media.

Question 50

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.

Question 51

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 52

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information.

Question 53

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 54

Zachary got permission to install Microsoft Office on one computer. However, he ended up copying the software so he could install it on all the computers in the office. This is an example of online fraud.

Question 55

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

Question 56

Digital connections give consumers more control over pricing because it enables them to price compare and search for the lowest deals.

Question 57

The European Union has stricter Internet privacy laws than the United States.

Question 58

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, then if it is for a hedonistic reason.

Question 59

One of the biggest mistakes a marketer can make when engaging in digital marketing is to

A)treat it like a traditional marketing channel.
B)focus on competitors' digital marketing efforts.
C)fail to devote sufficient resources to it.
D)focus on technology.
E)focus on price.

Question 60

____ 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 61

The ability to obtain digital information is referred to as

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

Question 62

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 63

____ 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 64

Andrea is a new marketing manager for Anthropologie. She 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 65

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 66

____ connects customers with marketers as well as other customers.

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

Question 67

Costco 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 68

____ 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 69

____ 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 70

Selena Gomez 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 Selena Gomez to broadcast information about this contest?

A)Flickr
B)Facebook
C)Google+
D)Twitter
E)Skyrocket

Question 71

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 72

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 73

Michaels 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 Michaels' customers, and offer suggestions for future electronic communication. Michaels 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 74

CVS 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 75

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

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

Question 76

____ are more consumer-driven than traditional media.

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

Question 77

The fact that consumers tend to trust other consumers over corporations and often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions has fostered the growth of sites like

A)Pinterest.
B)Yelp.
C)Tumblr.
D)Google+.
E)Reddit.

Question 78

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 79

Lowes 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)widget.
C)voice-activated system.
D)digital system.
E)interactivity.

Question 80

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.