Deck 13: Digital Marketing and Social Networking

Question 1

___________ are electronic media that function using digital codes and include media available via computers and other digital devices,such as cell phones and smart phones.

A) The Internet
B) Digital media
C) Virtual realities
D) Digital marketing
E) Online social networking sites

Answer 1

B
Explanation: Digital media are electronic media that function using digital codes and include media available via computers and other digital devices,including mobile and wireless ones like cell phones and smart phones.

Question 2

Marketers' new ability to convert all types of communications into digital media has created inefficient,expensive ways of connecting businesses and consumers and improved the flow and the usefulness of information.

Answer 2

False
Explanation: Marketers now have the ability to convert all types of communications into digital media,which has created efficient,inexpensive ways of connecting businesses and consumers and improved the flow and the usefulness of information.

Question 3

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

Answer 3

True
Explanation: The Internet has created tremendous opportunities for businesses to forge relationships with consumers and business customers and even reach previously inaccessible markets at home and around the world.

Question 4

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

Question 5

Internet markets are highly different from traditional markets.

Question 6

Define the terms "digital media" and "digital marketing." Describe their increasing value in strategic planning.

Question 7

All of the following firms are examples of businesses that could not exist without digital media except

A) Best Buy.
B) YouTube.
C) Second Life.
D) Amazon.
E) Hulu.

Question 8

Why is investment trading less expensive online?

A) It is required by law.
B) Because electronic stocks are worth less when traded online.
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,so therefore prices are lower.

Question 9

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

Question 10

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

Question 11

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

A) equipment
B) transaction speed
C) economic growth
D) productivity
E) cost

Question 12

Which of the following 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

Question 13

________ are the channel that most observers think will dominate digital communication in the future.

A) Cell phones
B) Blogs
C) Virtual worlds
D) Photo sharing sites
E) Social networking sites

Question 14

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

A) Marketing mix
B) E-business
C) Business
D) Digital marketing
E) Social networking

Question 15

Technology and the Internet have dramatically changed the business environment.

Question 16

People spend more time on e-mail than they do on social networking sites.

Question 17

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

Question 18

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.

Question 19

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

Question 20

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

A) Entertainment
B) Health care
C) Government services
D) Small-scale farming
E) Software development

Question 21

A Nielsen Marketing Research study revealed that,on average,consumers spend more time e-mailing than on social networking sites.

Question 22

Consumer consumption patterns have not changed very much over time.

Question 23

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

Question 24

Digital media have fundamentally altered the marketing mix.

Question 25

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

A) pricing strategy
B) promotional device
C) distribution channel
D) promotion channel
E) marketing mix

Question 26

One of the most common ways marketers can utilize digital media is for

A) product purposes.
B) distribution purposes.
C) promotional purposes.
D) pricing purposes.
E) nonprofit purposes.

Question 27

______ is the most flexible element of the marketing mix.

A) Promotion
B) Distribution
C) Price
D) Product
E) Placement

Question 28

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.

Question 29

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.

Question 30

Marketers' ability to process orders electronically and increase the speed of communications thereby reducing costs,inefficiencies,and redundancies most relates to which element of the marketing mix?

A) Product
B) Pricing
C) Distribution
D) Advertising
E) Promotion

Question 31

The most flexible element of the marketing mix is price.

Question 32

The Internet is not considered a distribution channel.

Question 33

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

Question 34

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

Question 35

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 many employees access information about the company
D) Employees waste time at work on social networking sites and streaming music
E) Communications become too rapid

Question 36

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

Question 37

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

Question 38

Digital marketing can enhance the value of products.

Question 39

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

Question 40

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 41

Consumers' tendency to trust other consumers over corporations is one factor behind the rise in consumer-generated information.

Question 42

Which of the following is not a reason why a Fortune 500 company might maintain a blog?

A) To answer consumer concerns and questions
B) To spread negative information
C) To build enthusiasm for its products
D) To highlight positive company news and information
E) To defend corporate reputation

Question 43

The little black and white squares that sometimes appear in magazines,posters,and store displays which let a consumer with a smart device view a website,video,or image with additional marketing information is known as a(n)

A) tweet.
B) FB code.
C) QR code.
D) podcast.
E) widget.

Question 44

_____ 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

Question 45

Many companies believe podcasts will do all of the following except

A) create brand awareness.
B) promote their products.
C) encourage customer loyalty.
D) be convenient.
E) become the most popular avenue for conveying information.

Question 46

Blogs are always positive for companies.

Question 47

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

A) 10
B) 15
C) 25
D) 40
E) 50

Question 48

Which service allows users to "like" a company's profile and thereby interact and build a relationship with the firm?

A) Facebook
B) Wikipedia
C) Twitter
D) Second Life
E) CafeMom

Question 49

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) blog
E) digital marketing campaign

Question 50

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

Question 51

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

A) Download music
B) Send messages
C) Play games
D) Buy groceries
E) Upload photos

Question 52

With customer-generated video content increasingly available,some companies are using it instead of professional advertising firms.

Question 53

Digital media are more consumer-driven than traditional media.

Question 54

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

Question 55

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

Question 56

__________ 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) Podcasts
B) Wikis
C) Blogs
D) Social networking sites
E) Virtual realities

Question 57

Media sharing sites tend to allow businesses to be more _______ than reactive because they do not permit companies to respond to or interact with customers.

A) pricing oriented
B) distributional
C) promotional
D) progressive
E) virtual

Question 58

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' home addresses.

Question 59

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

A) Myspace
B) LinkedIn
C) Friendster
D) Facebook
E) Twitter

Question 60

_____ 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

Question 61

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

Question 62

Shopping in a store raises more privacy concerns than shopping online.

Question 63

What is a likely reason that Myspace now lags behind Facebook?

A) Its focus on art and music
B) Its focus on teens and young adults
C) A failure to include a "like" button
D) A failure to innovate
E) A failure to promote viral marketing

Question 64

According to Forrester Research,which of the following groups of Internet users is most likely to post ratings and reviews of products and companies and to comment on blogs?

A) Critics
B) Conversationalists
C) Collectors
D) Joiners
E) Inactives

Question 65

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

Question 66

When a message gets shared from person to person many times,________ has occurred.

A) social networking
B) viral marketing
C) digital marketing
D) podcasting
E) tweeting

Question 67

Phishing is a scam in which con artists counterfeit a well-known website and send out e-mails directing victims to it.

Question 68

______ permit website operators to track how often a user visits the site,what he or she looks at while there,and in what sequence,but they also allow Web users to customize services and content.

A) QR codes
B) Viruses
C) Apps
D) Widgets
E) Cookies

Question 69

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

Question 70

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

A) Counterfeit websites
B) Work-at-home scams
C) Fraud
D) High prices
E) Intrusive pop-up ads

Question 71

Which of the following can be used by businesses to update consumers on company activities and respond to questions and complaints via very short,concise messages?

A) Podcasts
B) YouTube
C) Myspace
D) Twitter
E) Facebook

Question 72

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

A) Photo sharing
B) Social networking sites
C) Wikis
D) Micro-blogs
E) Virtual worlds

Question 73

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 74

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

Question 75

___________ occurs when criminals obtain personal information that allows them to impersonate someone else in order to use the person's credit to obtain financial accounts and make purchases.

A) Privacy violations
B) Identity theft
C) Bank fraud
D) Intellectual property theft
E) Online fraud

Question 76

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

Question 77

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

A) better reception
B) apps
C) the Internet
D) better photo sharing sites
E) digital marketing

Question 78

How do digital media help companies become more environmentally friendly?

Question 79

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

Question 80

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