Deck 13: Digital Marketing and Social Networking

Question 1

The Internet has offered businesses the opportunity to target markets more precisely.

Answer 1

True

Question 2

Internet markets are more similar to traditional markets than they are different.

Answer 2

True

Question 3

Social networking sites help to create relationships that benefit both the business and the consumer.

Answer 3

True

Question 4

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

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

Question 5

Gifts Galore has a website where customers can voice their concerns and get personalized responses from the company. The website also allows the company to give customers updates on their orders and for customers to leave reviews for the company. Which characteristic of digital marketing does this scenario best describe?

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

Question 6

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

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

Question 7

A soup manufacturer encouraged its customers to share their ideas for new soup flavor combinations on a public forum on its website. Then, the company asked these customers to vote on the ideas to determine which ones it should invest in developing. Which characteristic of digital marketing does this scenario best describe?

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

Question 8

Haley wants to book a flight to New York City. She uses Kayak's website to find the best deal on her flight. Which characteristic of digital marketing does this scenario best describe?

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

Question 9

The telecommunication opportunities created by ________ have allowed for the development and growth of digital marketing.

A) personal selling
B) traditional media outlets
C) the supply chain
D) advertising agencies
E) the Internet

Question 10

Which is NOT a benefit of using real-time exchanges?

A) They eliminate the need to fulfill supplier needs.
B) They stimulate interactive communication.
C) They forge closer relationships.
D) They reveal consumer needs.
E) They reveal supplier needs.

Question 11

Which statement best characterizes the use of digital communication?

A) Digital communication makes it harder for businesses to conduct marketing research.
B) The use of digital communication eliminates the need for advertising.
C) The use of digital communication is limited, because it is slow.
D) Digital communication has helped not only businesses, but government agencies as well.
E) For digital communication to appeal to a broad market, it must become less expensive.

Question 12

Nate's Nuts and Sweets invites its online customers to sample new products and provide feedback. When a product gets rave reviews, the company introduces that product into its stores on a larger scale. This is an example of

A) offering free items to attract new customers.
B) introducing new products via guerilla marketing.
C) selling products before they are fully available.
D) developing a brand name.
E) judging consumer demand through online marketing research.

Question 13

Rick manages an electronics repair store. Recently, he has started using digital media to store knowledge, information, and records in a management information system, so his employees can access it when they are faced with problems to solve. Which key business function is Rick focused on improving in this scenario?

A) leadership
B) communication
C) adaptability
D) productivity
E) job satisfaction

Question 14

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

A) minimal, but it will likely grow over time.
B) minimal, and it will likely remain constant over time.
C) substantial, but it will inevitably shrink over time.
D) substantial, and it will inevitably grow over time.
E) substantial, and it will remain constant over time.

Question 15

One challenge that digital media has created for businesses is

A) the loss of privacy that comes with using digital media.
B) an increase in the cost of communication.
C) a reduction in the access to information.
D) difficulty in conducting market research.
E) hampered communication within businesses.

Question 16

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

A) reduced efficiency
B) more confusion
C) clearer communication
D) slower communication
E) increased privacy

Question 17

What word best describes the nature of digital marketing?

A) dynamic
B) cumbersome
C) stagnant
D) constant
E) outdated

Question 18

Digital media differs from conventional marketing techniques in that digital media

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

Question 19

All of the following are things consumers can do using websites, social networks, and other digital media EXCEPT

A) communicate face-to-face with a salesperson.
B) ask questions.
C) voice complaints.
D) indicate preferences.
E) learn about everything they consume.

Question 20

What did Nielsen Marketing Research reveal about social network use?

A) Consumers are becoming busier, so they no longer have time to spend on social networking sites.
B) The majority of social network users are older than 30.
C) Social network use is declining.
D) Consumers spend more time on social networking sites than they do on e-mail.
E) Consumers still spend more time on e-mail than they do on social networking sites.

Question 21

These statements are all examples of how businesses can use digital media to help them succeed EXCEPT

A) Retro Candies, a small candy store in Ohio, uses Facebook to branch out to customers in other states.
B) Supplies and More, a chain of office supply stores, sends customers a link to its online catalog, so they can order office supplies from their offices or homes.
C) Footworks, an online shoe store, creates a customer community by encouraging customers to post reviews of their purchases on its website.
D) Dana's Dance Studio, a small dance studio in Chicago, posts ads in the local newspapers to attract new customers.
E) Outdoor Living, a recreational furniture company with studios across the country, hosts a blog where the company and customers can post photos and comments on specific pieces of furniture.

Question 22

Which statement is true of the importance of using digital media effectively?

A) It is only essential for small businesses to use digital media effectively.
B) Using digital media effectively allows companies to offer customers entirely new benefits and convenience.
C) It is important for companies to use digital media effectively merely to maintain market share.
D) In order to use digital media effectively, companies must have already grabbed market share.
E) While it is essential for companies to use digital media effectively, doing so will not streamline their organizations.

Question 23

Marlene used to do all of her shopping at the local mall. However, recently she is spending less time at the mall and doing more of her shopping online. What is the most likely reason that Marlene has changed her shopping habits?

A) There is less chance of buying counterfeit items when she shops online.
B) Although she has to pay high shipping costs when she shops online, she can get online items at a lower price, which makes up for the shipping costs.
C) She prefers waiting to receive her items over dealing with the crowded stores in the mall.
D) She can go to the mall and look at items in person and then order them online to save money.
E) She prefers to shop online because it is more convenient and items are constantly available.

Question 24

Fashion First, a clothing store, strives to offer its customers a seamless shopping experience by offering consistent product assortments in its brick-and-mortar stores, its online store, and through its mobile app. In this way, Fashion First is engaged in

A) omni-channel retailing.
B) digital marketing.
C) exclusive distribution.
D) viral marketing.
E) wholesaling.

Question 25

OneStopShop.com provides consumers with a wealth of information about electronic equipment from various companies. This website allows customers to compare the benefits and prices to determine which items they want to purchase. Thus, OneStopShop.com is a

A) distribution site.
B) viral marketing site.
C) brick-and-mortar site.
D) traditional retail site.
E) deal site.

Question 26

One of the best ways businesses can utilize digital media is for ________ purposes, such as increasing brand awareness and connecting with consumers.

A) promotion
B) distribution
C) product
D) pricing
E) placement

Question 27

Greg owns a small home improvement store. In addition to selling tools and materials, he also offers low-cost installation services when customers buy all the tools and materials for their projects in his store. He uses digital media to communicate this promotion to his customers. This is an example of how Greg

A) gets the most money possible out of his customers.
B) enhances the value of his products.
C) ensures that his employees have plenty of work to do.
D) keeps his store in business.
E) allows his customers to compare his store with his competitors.

Question 28

What is social media marketing?

A) communicating with consumers through social media sites to promote a message and create online conversations
B) carrying out the goals of business through the use of the Internet
C) using all digital media, including the Internet to develop communication exchanges with customers
D) creating a seamless experience in all retail channels-brick-and-mortar stores, online sites, and mobile applications
E) communicating with consumers through traditional media outlets

Question 29

Which is an example of earned media?

A) Sunny Ski Shop posts a coupon for 20 percent off its new line of ski boots.
B) An airline posts a banner ad to be viewed when customers search for airline flights.
C) Clark's Comics decides to develop a Facebook page.
D) Lucy posts a picture on Instagram of her new Harley-Davidson motorcycle with a comment on how much she loves it.
E) Bart's Bait and Tackle Shop runs an advertisement in the local newspaper.

Question 30

From a marketing perspective, social media will be most effective if it

A) is included in both the corporate and marketing strategy.
B) does not try to monitor competitors in the target market.
C) is developed separately from the marketing plan.
D) does not try to influence consumer behavior.
E) is used for information purposes rather than for relationship building.

Question 31

Which person is engaged in user-generated content?

A) Amber posted a review of a new restaurant she tried on Yelp.
B) Patty wrote an article for the school newspaper about why the newspaper should be made available online.
C) Tonya bought a new pair of shoes from an online retailer.
D) Bill e-mailed his vacation pictures to his brother Gene.
E) While grocery shopping, Malcom used a coupon he cut out of the newspaper.

Question 32

Tanner wants to buy a new car. What will he most likely consider when making his decision on the type of car to buy?

A) the exciting new features a certain type of car includes, as highlighted in a television advertisement
B) a recommendation from his friend on the best type of car to buy
C) a recommendation from a local car salesperson on the best type of car to buy
D) a magazine advertisement that compares two models of a particular car, so he can choose the one he likes best
E) a car dealership's website that provides information about its cars' features and benefits

Question 33

What trend is having a profound effect on marketing?

A) the tendency of consumers to trust corporations over other consumers
B) the decrease in creating and reading consumer-generated content
C) the tendency of marketers to shut down consumer-generated information
D) the tendency of consumers to keep their product feedback to themselves
E) the increased tendency of consumers to publish their thoughts, opinions, reviews, and product discussions through blogs or digital media

Question 34

Which statement is true of how Facebook is being used in marketing?

A) While marketers can't directly interact with customers via Facebook, they can use it to find out what customers need and want.
B) Facebook provides marketers with low-cost publicity.
C) Marketers can create boosted posts on Facebook to develop advertisements and target potential customers.
D) If marketers select "like" on potential customers' Facebook pages, they can advertise directly to those people.
E) Marketers usually create private profiles and invite only their target customers to create a sense of exclusivity.

Question 35

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

A) posting announcements about promotions and deals.
B) posting polls to get customer feedback on new sandwich combinations.
C) ignoring customer complaints and keeping its Twitter feed positive.
D) posting humorous tweets and one-liners.
E) sharing short promotional videos with customers.

Question 36

Fatima is obsessed with fashion. She travels around the world, looking for the latest fashion trends and posting pictures and reviews of what she finds in her web-based journal. Over the years, she has accumulated thousands of followers who read her posts and base their fashion purchases on her advice. In this scenario, Fatima is a

A) wiki.
B) tweeter.
C) Facebook user.
D) blogger.
E) company representative.

Question 37

A large sporting goods store has recently been involved in a controversy involving its suppliers' use of child labor. As it works to resolve this controversy, what should the company monitor to get a better idea of how consumers feel about the company and its brand?

A) corporate blogs
B) its supplier's website
C) company e-mail
D) its own website
E) relevant wikis

Question 38

Creative Ceramics, a company that produces ceramic vases and decorative items, uses photos and videos to promote its products on its website. However, it does not interact with consumers through personal messages or responses. In this scenario, what type of website is Creative Ceramics using?

A) a blog
B) a social networking site
C) a media sharing site
D) a micro-blogging site
E) a wiki

Question 39

________ occurs when a message gets sent from person to person to person. It can be an extremely effective tool for marketers, particularly on the Internet.

A) Mobile marketing
B) E-business
C) Viral marketing
D) Digital marketing
E) Podcasting

Question 40

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

A) podcasting.
B) viral marketing.
C) wiki marketing.
D) traditional advertising.
E) omni-channel retailing.

Question 41

What type of media sharing sites are Shutterfly and Instagram?

A) wikis
B) photo-sharing sites
C) podcasts
D) corporate blogs
E) online encyclopedias

Question 42

Pinterest and Instagram are social networking sites that use ________ and are being used by businesses to market themselves visually.

A) wikis
B) podcasts
C) tweets
D) omni-retailing.
E) photo sharing

Question 43

Leslie is a marketer for a kitchen accessories company. She uses Pinterest to post images conveying a certain emotion that represents her company's brand. What is something Leslie would want to learn about using Pinterest?

A) how to "pin" potential customers on her company's Pinterest page
B) how to develop a Pinterest page that doesn't pressure consumers to purchase her products
C) how to convince customers that it is their idea to purchase her products
D) how to influence a customer to proceed from showing interest in her products to having an intent to purchase them
E) how to convert her Pinterest account to a direct sales account

Question 44

Healthy Life, a group of doctors, personal trainers, and nutritionists, creates podcasts that people can subscribe to in order to learn quick and easy ways to live a healthier lifestyle. Some of them focus on selecting and preparing nutritious meals and snacks, while others focus on fun and easy exercise routines. All of the following are reasons this company produces podcasts EXCEPT to

A) impact consumer buying habits.
B) reach older and less affluent people.
C) create brand awareness.
D) promote its products.
E) encourage customer loyalty.

Question 45

Marketers that are considering using podcasting as a promotional tool need to recognize that most podcast users are

A) younger than 20 years old.
B) between 18 and 34 years old.
C) between 30 and 40 years old.
D) between 40 and 52 years old.
E) aged 50 and older.

Question 46

Google Waze and Foursquare are ________, which let users check in and share their location with others.

A) omni-retailers
B) corporate blogs
C) photo-sharing sites
D) podcasts
E) location-based networks

Question 47

Belinda is at a craft fair. As she is looking at the various vendors, she sees a "welcome" sign she wants to buy for her front porch. She hands her credit card to the vendor, and the vendor uses a smartphone swiping device to swipe her card. After the transaction is complete, the vendor sends her a receipt via e-mail. Which mobile payment option does this scenario describe?

A) Bitcoin
B) Google Wallet
C) Square
D) Apple Pay
E) QR Pay

Question 48

An online company is releasing a new product and announced it to consumers through an e-mail campaign and a social media campaign. The company wants to monitor the inbound traffic to its website and compare the traffic from each of these campaigns. What Google Analytics metric would accomplish this task?

A) real-time
B) acquisition
C) behavior
D) conversions
E) joiners

Question 49

What Google Analytics metric provides insight into where consumers live, what their interest are, and their mobile phone usage?

A) real-time
B) acquisition
C) behavior
D) audience
E) joiners

Question 50

A start-up weight loss company has developed an online newsletter that highlights current health-related topics and details the company's weight loss products. The company sends an e-mail to potential customers with the first issue of the newsletter, along with a link for users to sign up to continue receiving the newsletter on a monthly basis. The company sets a goal that 45 percent of the people who receive the e-mail will sign up for future newsletters. What Google Analytics metric would be able to track whether the company has reached its goal?

A) real-time
B) acquisition
C) behavior
D) audience
E) conversions

Question 51

A company wanting to evaluate its site's content by monitoring site speed and bounce rates would use the ________ metric.

A) joiners
B) acquisition
C) behavior
D) audience
E) conversions

Question 52

Using an online monitoring and analytics tool allows companies to

A) better understand their customers.
B) gather information on competitor's marketing campaigns.
C) evaluate the effectiveness of its television advertising campaigns.
D) post negative comments about their competitors.
E) limit the amount of conversions to its site.

Question 53

Prime Computers is a company that sells computers and software. The company has a website that allows customers to post comments about the computers and software it sells. Why is it important for this company to encourage customer feedback?

A) Consumers are more likely to say positive things about companies that value their opinions.
B) Negative consumer feedback can actually attract more customer interest in the product.
C) Most online shoppers will only buy products if they can voice their opinions about them after the purchase.
D) Allowing consumer feedback makes it less likely that consumers will provide their feedback.
E) Most online shoppers search the Internet for ratings and reviews before making major purchase decisions.

Question 54

Which statement is NOT a way marketers can use digital media to learn about consumers?

A) They can conduct mail, telephone, or personal interviews.
B) They can use Twitter and Facebook as substitutes for focus groups.
C) They can use social networking sites to gather useful information about consumers.
D) They can use social networking sites to determine consumer preferences.
E) They can conduct online surveys.

Question 55

In terms of how they serve businesses, digital media forums

A) only collect negative consumer-generated content about firms.
B) allow businesses to closely monitor what their customers are saying.
C) do not allow businesses to communicate with consumers to address problems or complaints.
D) only collect positive consumer-generated content about firms.
E) make communication between firms and consumers more difficult than through traditional communication channels.

Question 56

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

A) She can use a shopping card.
B) She can use coupons to save money.
C) She can pay for her purchases with a credit card.
D) She can shop online.
E) She can pay for her purchases with cash.

Question 57

Due to consumer concerns about dishonest advertising, the ________ requires influencers to clearly disclose any connection they have with the brands they promote.

A) Consumer Financial Protection Bureau
B) Better Business Bureau
C) Federal Trade Commission
D) Federal Communications Commission
E) National Cyber Security Division

Question 58

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

A) cookies
B) "do not track" bills
C) self-regulation measures
D) current tracking technology
E) customized services

Question 59

Miles has initiated a scam in which he counterfeits a well-known banking website and sends out e-mails to direct victims to it. By making this website look authentic, he is able to get victims to reveal their social security numbers, bank account numbers, and credit card numbers. What type of scam is Miles running in this scenario?

A) hacking
B) password breaking
C) phishing
D) intellectual property theft
E) utility fraud

Question 60

People can avoid becoming victims of online fraud by

A) not using a pin number when doing online transactions.
B) using a different password for each website they visit.
C) creating simple passwords that only have meaning to the specific user.
D) avoiding visiting websites that use biometrics.
E) using credit cards with magnetic tape rather than embedded chips.

Question 61

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

A) phishing
B) credit card fraud
C) intellectual property theft
D) hacking
E) tracking

Question 62

What is the least likely reason consumers will use to rationalize their pirating of intellectual property such as software, movies, or music?

A) Their friends engage in piracy and digital swapping.
B) They do not have enough money to pay for what they want.
C) The feeling that being tech-savvy allows them to exploit the opportunity to pirate.
D) They are not aware that pirating intellectual property carries such stiff penalties.
E) They enjoy the thrill of getting away with something that has limited consequences.

Question 63

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?