Deck 13: Digital Marketing and Social Networking

Question 1

One of the greatest drawbacks of digital marketing is the inability of marketers and customers to share information with ease.

Answer 1

False

Question 2

Which of the following statements is true of digital media in the context of business?

A)They have significantly increased the costs of businesses.
B)They make the quality of products less important.
C)They can improve communication within and between businesses.
D)They lack potential to have a long-term impact on economic growth.
E)They greatly help private organizations but are ineffective for government organizations.

Answer 2

C

Question 3

Which of the following scenarios makes a reference to e-business?

A)Alexis purchases a tablet PC through an online retail store.
B)Keisha purchases tickets for a football match from the stadium.
C)Malik buys a laptop from an electronics store located a few blocks away from his home.
D)Laila buys her favorite brand of cereal from a nearby supermarket.
E)Joshua purchases fruit and vegetables from a farmer's market.

Answer 3

A

Question 4

E-business differs from traditional business in that:

A)the latter caters to business-to-business deals which do not include direct selling.
B)the former carries out the goals of business through the use of the Internet.
C)the former permits guerilla marketing.
D)the latter uses the pull strategy.
E)the latter uses the push strategy.

Question 5

In the context of digital communication,_____ refers to consumers' ability to get in touch with marketers along with other consumers.

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

Question 6

The Internet impedes business transactions.

Question 7

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

Question 8

One challenge that digital media has created for businesses is:

A)employees wasting time surfing the Internet.
B)increase in the cost of communication.
C)reduced access to information.
D)difficulty in conducting market research.
E)hampered communication within businesses.

Question 9

Which of the following media is used by digital marketing?

A)Newspaper
B)Magazine
C)Yellow Pages
D)Social networks
E)Radio

Question 10

_____,in the context of digital communication,refers to the ability of customers to express their needs and wants directly to the firm in response to its marketing communications.

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

Question 11

Which of the following statements is true of the Internet?

A)It has significantly reduced the connectivity between businesses and customers.
B)It has made it possible for businesses to reach previously inaccessible markets.
C)It has adversely affected the network of businesses and manufacturers.
D)It does not include banner ads.
E)It denies customers control over information they access.

Question 12

In the context of digital communication,_____ refers to the ability of marketers to obtain digital information.

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

Question 13

Which of the following characteristics distinguishes digital marketing from traditional marketing?

A)Addressability
B)Accountability
C)Adaptability
D)Creativity
E)Receptivity

Question 14

In the context of digital communication,_____ is the ability of a marketer to identify customers before they make a purchase.

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

Question 15

Since intellectual property is protected by patents and copyrights,there are no losses related to intellectual property theft.

Question 16

A successful digital marketing strategy focuses:

A)on creating products that customers need.
B)on creating products that marketers want.
C)exclusively on developing a brand name or label.
D)on reducing costs of online transaction.
E)exclusively on giving discounts for products.

Question 17

Digital technology has had greater impact in certain industries where the cost of business and customer transactions has been very high.

Question 18

In the context of digital communication,_____ refers to the customer's ability to regulate the information they view as well as the rate and exposure to that information.

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

Question 19

_____ typically uses the Internet and mobile and interactive channels to develop communication and exchanges with customers.

A)Cloud marketing
B)Database marketing
C)Content marketing
D)Digital marketing
E)Diversity marketing

Question 20

Google can use web searches done through its search engine to learn about customer interests.This underlies the _____ aspect of digital communication.

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

Question 21

Which of the following statements is true of the impact of digital media in the marketing mix?

A)Digital media has increased the opportunities for word-of-mouth marketing.
B)For a business that wants to compete on price,digital marketing provides no opportunities.
C)The concept of online shopping created by the digital media can be found only in the Western world.
D)Consumer consumption patterns have undergone little change with the advent of digital media.
E)Social networking sites are the least useful when it comes to increasing the brand exposure of a firm.

Question 22

Supernova Inc.is a gadgets and accessories retailer that has recently introduced a new concept.A customer can order products not usually available in its stores from Supernova's website; the products are then shipped to the Supernova store nearest to the customer.The customer can pick up the products from the store at his or her convenience without having to pay any shipping charges.This concept is called _____.

A)digital shipping
B)viral marketing
C)brick and mortar
D)traditional retail
E)"site to store" system

Question 23

Which of the following statements is true of Facebook?

A)It is essentially a micro-blogging site than a social network.
B)It allows users to write posts consisting of not more than 140 characters.
C)It appeals to a wide demographic that includes parents and grandparents.
D)It is still overshadowed by the popularity of MySpace.
E)It does not allow users to create public profiles.

Question 24

Which of the following factors has sparked the rise of consumer-generated information?

A)The increasing dominance of traditional media over digital media
B)The tendency of consumers to publish their opinions through digital media
C)The dwindling number of consumers using social networking sites
D)The tendency of consumers to trust corporations over fellow consumers
E)The digital media which is gradually becoming less consumer-driven

Question 25

Which of the following statements is true of digital media?

A)They make customer communications interactive.
B)They limit a company's reach to new target markets.
C)They limit marketers from utilizing new resources.
D)They make communication complex and expensive.
E)They limit consumers' access to information.

Question 26

Which of the following statements is true of Twitter?

A)It allows users to create posts of any lengths.
B)It is a hybrid of a social networking site and a micro-blogging site.
C)It has had minimal impact on digital media.
D)It cannot be used to build customer relationships.
E)It lacks the potential to give companies a competitive advantage.

Question 27

Which of the following statements is true of blogs?

A)They allow users to post content consisting of only 140 characters.
B)They allow users to post whatever they like about a company or its products.
C)They lack the potential to increase sales even if they contain positive reviews about products.
D)They cannot be spread across the Internet.
E)They are not even read by half of the Internet users.

Question 28

Many social networking sites today provide users with the ability to:

A)download applications.
B)access information in the absence of the Internet.
C)manipulate content on other websites.
D)develop software.
E)restrict others from accessing any kind of online information.

Question 29

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 30

The _____ created by digital media provides the opportunity for adding services and can enhance product benefits.

A)receptivity
B)accountability
C)adaptability
D)creativity
E)connectivity

Question 31

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

A)Online newspapers
B)Wikis
C)Social networking sites
D)Blogs
E)Virtual realities

Question 32

_____ is the most flexible element of the marketing mix.

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

Question 33

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

A)pricing
B)promotion
C)distribution
D)communication
E)advertising

Question 34

Which aspect of marketing has not changed with digital media?

A)A customer's ability to regulate the information they view
B)The focus on what the manufacturers want
C)The importance of achieving the right marketing mix
D)The possibility of real-time exchanges between manufacturers and end users
E)The dependency on technology

Question 35

Which of the following was the first modern social network site?

A)Facebook
B)Orkut
C)MySpace
D)Six Degrees
E)Friendster

Question 36

Which of the following statements is true of social networking?

A)Social networks have existed in some form or other for 40 years.
B)As the number of social network users increases,interactive marketers are finding it difficult to access new target markets.
C)Professionals such as professors,doctors,and engineers are yet to start using social networks.
D)Social networks do not encompass certain demographic segments such as mothers.
E)Social networks are personal spaces of users and marketers who refrain from using them to advertise products.

Question 37

Which of the following statements is true of digital media?

A)They hold little relevance to brick-and-mortar companies.
B)They do not relieve businesses of the task of achieving the right marketing mix.
C)They do not help businesses enhance the benefits of their products.
D)They do not give businesses the scope to offer more products than traditional stores.
E)They make it more difficult to anticipate customer needs.

Question 38

What of the following statements is true of both conventional marketing and digital marketing?

A)Both make customer communications faster.
B)Both make customer communications interactive.
C)Both help companies reach new target markets easily.
D)Both have to achieve the right marketing mix.
E)Both offer unlimited items for customer needs.

Question 39

A _____ is a web-based meeting place for friends,family,coworkers,and peers that lets users create a profile and connect with other users for a wide range of purposes.

A)peer-to-peer sharing platform
B)webcast
C)podcast
D)wiki
E)social network

Question 40

A factor that has sparked the rise of consumer-generated information is:

A)the increasing dominance of traditional media over digital media.
B)the reluctance of consumers to publish their thoughts and opinions on digital platforms.
C)the dwindling number of consumers using social networking sites.
D)the consumers' tendency to trust other consumers over corporations.
E)the digital media which is gradually becoming less consumer-driven.

Question 41

Which of the following is a common mobile marketing tool?

A)Podcasts
B)Wikis
C)Viral marketing
D)Multimedia messages
E)Bitcoins

Question 42

Which of the following statements is true of media sharing sites?

A)They are more limited in scope in how companies interact with consumers.
B)They have minimal popularity which provides no potential for firms to reach a global audience of consumers.
C)They do not allow firms to post videos or photographs like other sites.
D)They provide no visual ways through which businesses can share their corporate messages.
E)They are more limited in scope when it comes to viral marketing.

Question 43

Which of the following is a drawback associated with blogs?

A)Blogs once written cannot be removed.
B)Blogs are highly regulated and companies are not allowed to make any tall claims.
C)Bloggers charge companies for writing reviews of products.
D)Consumers can write bad reviews of products in their blogs,which leads to negative publicity.
E)Companies are not allowed to write positive reviews of their products on their blogs.

Question 44

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

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

Question 45

_____ tend to allow businesses to be more promotional than reactive because they do not permit companies to respond to or interact with customers.

A)E-mails
B)Social networking sites
C)Media sharing sites
D)Micro-blogging sites
E)Mailers

Question 46

_____ is a tool that uses the Internet,particularly social networking and video sharing sites,to spread a message and create brand awareness.

A)Print media
B)TV infomercial
C)Viral marketing
D)Community radio
E)Firewall

Question 47

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 48

_____ 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 49

Which of the following transformed GoPro from a small camera firm into a successful company?

A)Search engine marketing
B)Viral marketing
C)Affiliate marketing
D)Email marketing
E)Article marketing

Question 50

_____ is a virtual peer-to-peer currency that can be used to make a payment via smartphone.

A)Google Wallet
B)Square Cash
C)Bitcoin
D)Speedy cash
E)Zynga coin

Question 51

Widgets are:

A)little black and white squares that appear in magazines,posters,and store displays.
B)antivirus programs that help individuals avoid identity theft.
C)characters in Second Life which is a virtual world.
D)small bits of software on a website,desktop,or mobile device that perform a simple purpose,such as providing stock quotes.
E)identifying string of text,on users' computers that permit website operators to track how often a user visits the site,what he or she looks at while there,and in what sequence.

Question 52

_____ are an innovative digital marketing tool to personalize web pages,alert users to the latest company information,and spread awareness of the company's products.

A)Bitcoins
B)Widgets
C)Virtual worlds
D)Podcasts
E)Cookies

Question 53

_____ is a photo sharing bulletin board site that combines photo sharing with elements of bookmarking and social networking.

A)Pinterest
B)Final Cut Pro
C)Flickr
D)Wikipedia
E)MySpace

Question 54

Google Wallet is:

A)a virtual currency that can be used to make a payment via smartphone.
B)a mobile app that stores credit card information on smartphones.
C)a widget that provides stock quotes.
D)a QR scanning app that stores hidden messages contained in the code.
E)a software that stores virtual currency to make payments via smartphone easy.

Question 55

Which of the following statements is true of wikis?

A)They do little to give companies an idea about what consumers feel about them.
B)They are being used by some companies as internal tools for teams working on projects that require a great deal of documentation.
C)They seldom carry negative information or publicity about businesses,and there is little at stake for businesses if they ignore wikis.
D)They do not allow users to add or edit information that has already been posted.
E)They are being used by almost all the Fortune 500 companies.

Question 56

Which of the following is least likely to be a reason for a company to maintain a blog?

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

Question 57

Which of the following statements is true of viral marketing?

A)It significantly increases the advertising costs of a company.
B)It does not use video and photo sharing sites.
C)It occurs when a message gets sent from person to person to person.
D)It involves the e-mailing of bulky video files that take a long time to load.
E)It essentially uses newspaper and magazine ads.

Question 58

_____ is the most popular mobile photo sharing application which allows users to make their photos look dreamy or retrospective with different tints and then share them with their friends.

A)Flickr
B)Instagram
C)MySpace
D)Orkut
E)Six Degrees

Question 59

_____ is one of the most popular photo sharing sites on the Internet and enables users to upload images,edit them,classify the images,create photo albums,and share photos with friends.

A)MySpace
B)Gmail
C)Six Degrees
D)Flickr
E)Final Cut Pro

Question 60

_____ are websites where users can add to or edit the content of posted articles.

A)Online newspapers
B)Blogs
C)Wikis
D)Social networking sites
E)Virtual realities

Question 61

According to Forrester Research,which consumer group is the largest in most countries?

A)Inactives
B)Spectators
C)Joiners
D)Creators
E)Conversationalists

Question 62

Betty spends most of her online time reading blogs and watching videos uploaded by other users.She also reads customer ratings and reviews about different products.On online forums,she prefers more of reading than posting content.According to Forrester Research,Betty is most likely to fall under the _____ segment of consumers.

A)inactives
B)critics
C)collectors
D)creators
E)spectators

Question 63

According to the social technographics of Forrester Research,which of the following groups of Internet users is most likely to comment on blogs?

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

Question 64

According to the social technographics of Forrester Research,_____ are people who comment on blogs or post ratings and reviews.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalists

Question 65

A company wants to increase its influence on social media in a certain country.It hires a firm to study the characteristics of the online population in the country.The results show that a majority of the population can be characterized as joiners.Which of the following strategies should the company implement in order to make inroads in this country?

A)The company should post its corporate messages through blogs and websites.
B)The company should post its corporate messages on social networking sites.
C)The company should send personal emails to people.
D)The company should send SMS/multimedia messages to social circles.
E)The company should post its corporate messages on billboards.

Question 66

Alyson is a foodie who loves to try different cuisines at different restaurants.She also writes about her experiences at the restaurants and rates their services.In the context of social technographics of Forrester Research,Alyson falls under the category of _____.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalists

Question 67

According to the social technographics of Forrester Research,_____ are consumers who read online information but do not join groups or post anywhere.

A)inactives
B)creators
C)joiners
D)spectators
E)conversationalist

Question 68

Adriana is a photographer who travels widely.She has her own blog where she shares her experiences.According to the social technographics of Forrester Research,she belongs to the category of _____.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalist

Question 69

According to the social technographics of Forrester Research,_____ are online users who do not participate in any digital online media.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalists

Question 70

According to Forrester Research,which of the following is a characteristic of critics?

A)Creating own media outlets,such as blogs,podcasts,videos,and wikis
B)Updating Twitter feeds or status updates on social networking sites
C)Commenting on blogs or post ratings and reviews
D)Collecting and organizing content generated by other critics
E)Moderating online content

Question 71

Individuals who upload original videos,publish blogs and personal web pages,upload original music,and write and post articles and stories are most likely to fall under the _____ segment of consumers on the basis of their Internet activity.

A)inactives
B)spectators
C)creators
D)joiners
E)collectors

Question 72

Which of the following should be a primary component in a company's digital marketing strategy?

A)Inactives
B)Creators
C)Joiners
D)Critics
E)Conversationalist

Question 73

Why should critics be a primary component in a company's digital marketing strategy?

A)Because they create their own media outlets
B)Because they are more involved than creators
C)Because they spend more time on digital media
D)Because many online shoppers read reviews to aid their purchasing decisions
E)Because many online shoppers are incapable of making decisions on their own

Question 74

According to Forrester Research,which of the following is a characteristic of creators?

A)Creating own media outlets,such as blogs,podcasts,videos,and wikis
B)Updating Twitter feeds or status updates on social networking sites
C)Commenting on blogs or post ratings and reviews
D)Collecting and organizing content generated by critics
E)Moderating online content

Question 75

According to the social technographics of Forrester Research,_____ are consumers who regularly update their Twitter feeds or status updates on social networking sites.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalists

Question 76

According to Forrester Research,which of the following is a characteristic of conversationalists?

A)Creating own media outlets,such as blogs,podcasts,videos,and wikis
B)Updating Twitter feeds or status updates on social networking sites
C)Commenting on blogs or post ratings and reviews
D)Collecting and organizing content generated by critics
E)Moderating online content

Question 77

Brian is a songwriter and a musician who regularly records his compositions and uploads them on YouTube.According to the social technographics of Forrester Research,Brian belongs to the category of:

A)inactives.
B)critics.
C)joiners.
D)creators.
E)conversationalists.

Question 78

A company wants to increase its influence on social media in a certain country.It engages another research company to evaluate the characteristics of the online population in the country.The results of the survey show that a majority of the population can be characterized as spectators.Which of the following strategies should the company implement in order to make a mark in this country?

A)The company should post its corporate messages through blogs and websites.
B)The company should post its corporate messages on gaming sites.
C)The company should focus on door-to-door promotions.
D)The company should send SMS/multimedia messages to people.
E)The company should post its corporate messages on billboards.

Question 79

Aurelie writes short stories for children and posts them on her webpage,where children can read them for free.Aurelie is a(n)_____,according to the social technographics of Forrester Research.

A)inactive
B)critic
C)joiner
D)creator
E)conversationalist

Question 80

Jerome is not very fond of posting original content or reviews and ratings on websites but spends some time posting updates on social networking sites like Twitter and Facebook.He puts up statuses at least once in a week.Jerome is most likely to fall under the category of _____,according to the social technographics of Forrester Research.

A)inactives
B)creators
C)joiners
D)critics
E)conversationalists