Question 1

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

Accepted Answer

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?

Accepted Answer

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

Accepted Answer

Consumers are changing their information searches to fit with emerging technologies and trends.

Question 4

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

Accepted Answer

The answer of In what ways can a company use...

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

Accepted Answer

Addressability, interactivity, accessibility, connectivity, and control are characteristics that are specific to online media and distinguish it from traditional marketing methods. Experience, networking, personal contact, salesmanship, environment, responsiveness, customization, and affordability may apply to both online and traditional marketing. "Dynamic responsiveness, control, friendliness, and attention-getting" are not a commonly recognized set of characteristics distinguishing online media from traditional marketing.

Question 6

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

Accepted Answer

The answer of Explain how consumer-generated content on digital media...

Question 7

Explain the ethical issues associated with digital media.

Accepted Answer

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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

Accepted Answer

The term that accurately describes the process mentioned in the question is electronic marketing, which is the practice of promoting and selling products or services using digital technologies, such as the internet, mobile devices, and other digital media. The other options listed do not accurately describe this process.

Question 9

Describe the seven segments included in the Social Technographics Profile.

Accepted Answer

The answer of Describe the seven segments included in the...

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

Accepted Answer

Interactivity refers to the ability of customers to directly engage with a company in response to its marketing communications. This can include commenting on social media posts, filling out online surveys, or submitting feedback through a company's website. This level of interactivity allows customers to express their needs and wants directly, and can help companies tailor their marketing efforts to better meet those needs.

Question 11

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

Accepted Answer

The answer of Define the characteristics that distinguish e-marketing from...

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.

Accepted Answer

Electronic media that function using digital codes are called digital media. While choices A, C, D, and E may all involve digital codes to some extent, they are not specific enough to accurately describe electronic media that function in this way.

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.

Accepted Answer

The ability to identify customers before they make a purchase is called addressability, which refers to the marketer's ability to directly target and engage a specific individual or group of individuals with personalized content or messaging. This requires the marketer to have access to data and technologies that enable them to track and analyze customer behavior and preferences, in order to deliver relevant and timely messages that are more likely to drive conversions.

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

Accepted Answer

Digital marketing uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

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.

Accepted Answer

As digital communication technologies have advanced, marketers are able to reach markets that were previously inaccessible. With the help of digital marketing, companies can target specific groups of people based on demographics, behavior, interests and location, among other factors. This means businesses can better target and engage with customers who are most likely to be interested in their products, services or brand.

Question 16

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

Accepted Answer

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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.

Accepted Answer

Sam's Club's website for employees is a social network as it allows individuals to create profiles and connect with each other for work-related purposes.

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.

Accepted Answer

Digital media allows companies to collect data on consumer behavior and preferences, which they can then use to target specific markets with personalized advertising and promotions. This can lead to more effective marketing campaigns and increased sales.

Question 19

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

Accepted Answer

The answer of Describe the opportunities that have evolved in...

Question 20

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

Accepted Answer

The answer of Explain the concept push-pull when referring to...

Quiz 10: Digital Marketing and Social Networking

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

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

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

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

Which of the following characteristics distinguish online media from traditional marketing?

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

Explain the ethical issues associated with digital media.

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?

Describe the seven segments included in the Social Technographics Profile.

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

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

Electronic media that function using digital codes are called

The ability of a marketer to identify customers before they make a purchase is called

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

As digital communication technologies have advanced, it is possible for marketers to

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

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

Digital media have created opportunities for companies to

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

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