chapter 10 and all T/F
About ______ of Americans participate in online discussion forums. a) 5% b) 10% c) 20% d) 30% e) 40%
30
______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts. a) A brand-protection firm b) The Federal Trade Commission c) An Internet-protection agency d) The Better Business Bureau e) An online-police agency
a) A brand-protection firm
________ can use social networking sites. a) Any sized company b) Only large to medium sized companies c) Only companies with a specialized target market d) Only companies with a unique product e) Only companies whose target customer is mainly women
a) Any sized company
______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a) Creators b) Critics c) Collectors d) Joiners e) Spectators
a) Creators
_______ uses the Internet and 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
a) Digital marketing
Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as a) Enterprise 2.0 b) Company Dynamics c) Cutting-edge technology d) Workplace Expansion e) Employee 2.0
a) Enterprise 2.0
Larry is job hunting and has made a profile that contains his educational background, job experiences, and qualifications. Which website would be the most beneficial for Larry to post his profile on? a) LinkedIn b) Bing c) MySpace d) Twitter e) Facebook
a. LinkedIn
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing a) addressability. b) social networking. c) interactivity. d) accessibility. e) control.
addressability
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.
addressability
Consumers can order a computer through Best Buy's website and pick up the computer at the store. This type of delivery is called a) click and brick. b) site to store. c) bricks and mortar. d) digital to domestic. e) nontraditional.
b) site to store.
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information. a) futurism b) social networking c) give-aways d) promotional events e) sponsorship
b) social networking
Digital media have created opportunities for companies to a) gain more control over what the consumer sees. b) target specific markets. c) offer the exact experience as a brick and mortar store. d) manage information that is disseminated through the web. e) stimulate all five senses during the on-line shopping experience.
b) target specific markets.
______ are online users who do not participate in any digital online media. a) Collectors b) Spectators c) Inactives d) Creators e) Critics
c) Inactives
Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.
c) create a Fan Page and invite consumers to post their thoughts.
Interactive links on websites can help advertising move away from being an intrusion to a) attracting spectators. b) being more accessible. c) developing relationships. d) providing the customer with control. e) alluring the inactives.
c) developing relationships.
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing. a) digital orientation b) digital media c) electronic marketing d) digital electronics e) electronic processing
c) electronic marketing
The Internet can be referred to as a ______ medium because users determine which websites they are going to view. a) selective b) discriminating c) pull d) push e) monopolistic
c) pull
Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.
d) post its own promotional messages on blogs and websites.
LinkedIn is a social networking site geared toward a) Millennials. b) teenagers. c) singles. d) professionals. e) retired people.
d) professionals.
Digital media such as blogs allow marketers to interact with prospective customers in a) person. b) an assertive manner. c) a non-threatening environment. d) real time.
d) real time.
Sam's Club has developed a website that allows employees to create a profile and connect with co-workers 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.
d) social network.
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.
d) the increase of consumers using digital media to publicize their own product reviews.
______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets. a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing
e) Crowdsourcing
A(n) ________ channel provides the opportunity for a marketer to customize promotions. a) accessible b) controlled c) marketing d) linked e) addressable
e) addressable
Smart phones and PDAs contain _______ that help consumers access more information about businesses. a) treatments b) digits c) modulars d) actions e) applications
e) applications
Fan Pages are a _____ way for companies to advertise. a) costly b) ineffective c) difficult d) time-intensive e) inexpensive
inexpensive
Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers. a) effective but costly b) unique c) enhanced d) personalized e) inexpensive
inexpensive
Marketing strategists say businesses ________ consumers via social media a) should connect to b) should avoid recommendations from c) should ignore the advice of d) should stay away from e) should control
a) should connect to
51. Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page. a) widgets b) sensors c) rewards d) pop-ups e) wookies
a) widgets
Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's a) target market. b) credibility. c) mode of operation. d) reach. e) monopoly.
b) credibility.
MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends. a) children's b) dating c) parental d) senior citizen's e) community
b) dating
Electronic media that function using digital codes are called a) digital marketing. b) digital media. c) electronic marketing. d) digital electronics. e) e-marketing
b) digital media.
The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company. a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.
b) interactivity.
The first modern social network was shut down due to a) government restrictions. b) lack of interest. c) concerns brought up by the Better Business Bureau. d) inconsistency between state and federal regulations. e) it was too costly.
b) lack of interest.
IHOP is active on Facebook for the purpose of engaging in ______ marketing. a) distant b) relationship c) controlled d) experiential e) community
b) relationship
McDonald's received negative publicity concerning the content of their hamburgers. The information in the report was incorrect. Part of McDonald's response is to create a web-based journal that gives accurate information about McDonald's ingredients. This journal is an example of a a) bing. b) digital diary. c) blog. d) podcast. e) wikis.
blog
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
c) Addressability, interactivity, accessibility, connectivity, and control
Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online a) Internet Protection Agency b) Consumer Protection Agency c) Federal Trade Commission d) Better Business Bureau e) technology division of the Federal government
c) Federal Trade Commission
Which of the following websites allows companies to search the network for potential employees with particular skills? a) Facebook b) Twitter c) LinkedIn d) MySpace e) Flickr
c) LinkedIn
A LinkedIn profile resembles a) a photo album b) an address book c) a resume d) a book review e) class notes
c) a resume
______ connects customers with marketers as well as other customers. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control
d) Connectivity
______ are more consumer-driven than traditional media. a) Television commercials b) Radio spots c) Print ads d) Digital media e) Billboard advertisements
d) Digital media
Some companies use ______ as internal tools for teams working on a project requiring lots of documentation. a) Facebook pages b) Fan Pages c) Bings d) wikis e) Notebook pages
wiki
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. Ans: True
Attempts to deceive consumers into releasing personal information online is referred to as online fraud. Ans: True
Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Ans: True
Besides Facebook and MySpace, many foreign countries have their own social networking sites. Ans: True
Fan Pages on Facebook are inexpensive and easy to produce, making them accessible to all businesses. Ans: True
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. Ans: True
______ are people who gather information and organize content generated by critics and creators. a) Collectors b) Spectators c) Joiners d) Creators e) Critics
Collectors
______ usually constitute a smaller part of the online population than the other groups. a) Collectors b) Spectators c) Joiners d) Creators e) Critics
Collectors
Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews. Ans: True
Connectivity is the use of digital networks to provide linkages between information providers and users. Ans: True
______ 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
Control
Dell hosted an online contest for innovative keyboard designs. This is an example of a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing
Crowdsourcing
The average Facebook user becomes a fan of several ______ each month. a) television shows b) Fan Pages c) Brand sheets d) Promotional Folios e) Facebook Leafs
Fan pages
Almost any traditional promotional event can be enhanced or replaced by digital media. Ans: True
Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. Ans: True
If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others. a) Creators b) Critics c) Inactives d) Joiners e) Spectators Ans: e
Digital marketing uses all digital media to develop communication and exchanges with customers. Ans: True
Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation to govern how consumer information is collected and used online. Ans: True
Digital online media marketing facilitates both price and non-price competition. Ans: True
An increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google. Google's mission is "to organize the world's information and make it universally accessible and useful." Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. For people who want to dialogue, Google provides various groups, blogs, social networks, and more. For people who want to explore and innovate, Google offers online labs. Google provides the resources for the scientist and poet alike, for the person who wants to actively interact with an online audience, and the person who just wants to sit and look.
Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to a) creators. b) critics. c) collectors. d) joiners. e) spectators. a Through Google, people can comment on someone else's blog, post product reviews, or contribute to a wiki. ______ would most likely participate in this kind of activity. a) Creators b) Critics c) Collectors d) Joiners e) Spectators b
Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups? a) creators b) critics c) collectors d) joiners e) spectators Ans: d
Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market. a) Creators b) Critics c) Collectors d) Joiners e) Spectators Ans: c
Addressability represents the ultimate expression of the marketing concept. Ans: True
Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. Ans: True
Spectators like to read what other people write and produce online, but do not produce any content themselves. Ans: True
It is not unusual for Joiners to be members of several social networking sites at once. Ans: True
Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a a) Collector. b) Spectator. c) Joiner. d) Creator. e) Critic.
JOINER
Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization. Ans: True
Many people now seek recommendations from social media friends before conducting other kinds of searches. Ans: True
Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels. Ans: True
Nielsen Marketing Research finds that consumers spend more time on email than social networking sites. Ans: False
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney.
The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control. a Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguish online media from traditional marketing, namely a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control. c
Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control. e) control.
The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here? a) addressability. b) interactivity. c) accessibility d) connectivity. e) control. d
Collectors gather information and organize content generated by critics and others. Ans: True
The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. Ans: True
As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely. Ans: True
To communicate with their employees, companies may use wikis and podcasts. Ans: True
Which social networking site asks its members "What are you doing?" a) LinkedIn b) Facebook c) MySpace d) Twitter e) Skyrocket
General Motors communicates with consumers and stockholders via social networking. Which site would be the most beneficial for GM to post its stock information on? a) LinkedIn b) Facebook c) MySpace d) Twitter e) Flickr
a) LinkedIn
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
a) applications (apps)
Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages. a) authentic b) colorful c) approving d) bogus e) flattering
a) authentic
ears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a) bricks-and-clicks. b) side-by-side. c) bricks-and-mortar. d) online-specialty. e) web-only.
a) bricks-and-clicks.
Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. a) creators b) critics c) collectors d) joiners e) spectators
a) creators
Online surveys can serve as an alternative to a) mail surveys, telephone surveys, or personal interviews. b) mail surveys only. c) mail and telephone surveys, but not personal interviews. d) personal interviews only. e) telephone surveys only.
a) mail surveys, telephone surveys, or personal interviews.
When using Facebook Fan Pages, companies must dedicate time to ________ in order to make Fans feel connected. a) responding to fan posts b) promoting time-sensitive products c) gathering widgets d) providing background information on the company e) promoting green business practices
a) responding to fan posts
_______ facilitates _______, as it enables customer engagement to facilitate product innovation. a) Accessibility / customization b) Addressability / relationship marketing c) Accessibility / relationship marketing d) Control / relationship marketing e) Control / customization
b) Addressability / relationship marketing
______ relates to perceptions of value and is the most flexible element of the marketing mix. a) Distribution b) Pricing c) Store location d) Product mix e) Promotion
b) Pricing
______ are computer-based online simulated environments that involve participants. a) Wikis b) Virtual realities c) Podcasts d) Blogs e) Photo-sharing
b) Virtual realities
Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through a) a simple random survey. b) a digital media measurement system. c) research conducted by the various social networks. d) an independent analysis. e) monitoring the Disney website for a year.
b) a digital media measurement system.
A new trend in video marketing is the use of a) Blogs b) amateur filmmakers c) Twitter announcements d) advertising firms to develop videos e) Virtual realities
b) amateur filmmakers
Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox. a) clone b) avatar c) pet d) Q e) dynasty
b) avatar
Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should a) measure profitability during and after the campaign. b) compare sales before and after the campaign was launched. c) measure sales and profitability after the campaign was launched. d) measure demand during and after the campaign. e) look at sales for a year after the campaign.
b) compare sales before and after the campaign was launched.
One trend that has caused consumer-generated information to gain importance is a) an increase in mobile digital technology. b) consumers' tendencies to trust other consumers over corporations. c) the cultural trend of consumers being influenced by the "village." d) the increase in adults other than parents influencing children. e) a reduction in advertising expenditures.
b) consumers' tendencies to trust other consumers over corporations.
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
b) control
Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize a) a job search. b) a test market. c) consumer-generated marketing. d) a new concept viewing. e) an employment opening.
c) consumer-generated marketing.
Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a) compare sales before and after the campaign was launched. b) monitor web traffic during the campaign. c) monitor the website to see if web traffic increased after the launch of the campaign. d) compare demand before and after the campaign was launched. e) measure sales and profitability after the campaign was launched.
c) monitor the website to see if web traffic increased after the launch of the campaign.
Two trends that have caused consumer-generated information to gain importance is 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.
c.) the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
ed Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a) collectors. b) spectators. c) joiners. d) creators. e) critics.
creators
Sonic communicates with its customers through _______, which is the most popular social networking site in the world. a) MySpace b) Twitter c) LinkedIn d) Facebook e) Blogs
d) Facebook
______ includes any attempt to intentionally conduct dishonest activities online. a) Racketeering b) Online spam c) Digital identity theft d) Online fraud e) Online bribery
d) Online fraud
______ of online shoppers read ratings and reviews before making a purchasing decision. a) One-fourth b) A third c) Almost half d) Over three-fourths e) Practically all
d) Over three-fourths
__________ are free online publicity that helps the company a) Negative customer reviews b) Company websites c) Anti-company wikis d) Positive customer reviews e) Social technographics
d) Positive customer reviews
Which of the following statements is true regarding Fan Pages on Facebook? a) They are expensive to produce. b) They are difficult to produce, but reap great rewards. c) They are inexpensive and easy to produce. d) They have no benefit for the company, but are still essential because the consumer demands it. e) They are the most effective means available today for communicating new product information.
d) They have no benefit for the company, but are still essential because the consumer demands it.
_______ involves the use of digital networks to provide linkages between information providers and users. a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control.
d) connectivity.
The ability to process orders electronically and increase the speed of communications via the Internet reduces a) customer satisfaction due to lack of human involvement. b) customer satisfaction due to hard-to-navigate websites. c) cognitive dissonance. d) distribution costs. e) customer involvement.
d) distribution costs.
The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their a) competitors. b) store environment. c) opponents. d) employees. e) legal representatives.
d) employees.
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a) in limbo. b) under the authority of the government. c) in the hands of the company's competitors. d) in the hands of the consumer. e) in the hands of the stockholders.
d) in the hands of the consumer.
The ability to obtain digital information is referred to as a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control.
e) control.
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) focus more on traditional promotions rather than social networking.
e) focus more on traditional promotions rather than social networking.
Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website. a) accessible b) controlled c) linked d) addressable e) interactive
e) interactive
Home Depot 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) keypad function. c) voice-activated system. d) digital system. e) interactivity.
e) interactivity.
As digital communication technologies have advanced, it 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 on news releases regarding their company. e) reach markets that were previously inaccessible.
e) reach markets that were previously inaccessible.
According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail. a) Google b) shopping sites c) video sharing sites d) blogs e) social networking sites
e) social networking sites
Consumers are changing ______ and consumption behaviors as a result of emerging technologies. a) their eating habits b) their spending money c) their disposable income d) their shopping partners e) their information searches
e) their information searches
The attrition rate for digital media channels is a) nonexistent. b) diminutive. c) low. d) about the same as traditional businesses. e) very high.
e) very high.
The fastest-growing group on Facebook is a) teenagers. b) male Millennials. c) female Millennials. d) men aged 55 and over. e) women aged 55 and over.
e) women aged 55 and over.
Due to increasing consumer demand, many television networks are creating ______ of their shows. a) podcasts b) wikis c) virtual realities d) digital characters e) imitations
podcast
Of the online user segments in The Social Technographics Profile, the largest group is most countries is a) Creators b) Critics c) Collectors d) Joiners e) Spectators
spectators
