Chapter 9: Digital Marketing and Social Networking

Any attempt to conduct dishonest activities online would be described as ______________.

online fraud

One of the most significant privacy issues relates to marketers' use of _____________.

personal information

The "bricks-and-clicks" model involves maintaining _____________.

physical stores and an online shopping site

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication?

social network

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing?

to treat it like a traditional marketing channel

digital marketing

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

blogs

Web-based journals (short for "weblogs") in which writers editorialize and interact with other Internet users

mobile applications

A software program that runs on mobile devices and gives users access to certain content

social network

A website where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication

online fraud

Any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information

podcasts

Audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers

Which of the following is the percentage of consumers that clicked on a link of a site?

Click-through rate (CTR)

digital media

Electronic media that function using digital codes; when we refer to digital media, we are referring to media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years

Which of the following is NOT true about digital marketing as a new distribution channel?

It increases inefficiencies throughout the marketing channel.

omni-channel

Retailing where retailers offer a seamless experience on mobile, desktop, or traditional retail spaces

widgets

Small bits of software on a website, desktop, or mobile device that enable users to interface with the application and operating system

According to Rob Siefker, the CEO of Zappos, Tony Hsieh, does not like the term social media. Tony tried to ensure that the employees at Zappos don't use the term, but the term is ubiquitous. Which of the following statements is true of social media?

Social media is more consumer-driven than traditional media.

Zappos uses social networking sites such as Twitter to connect to its customers on a more personal level. Which of the following statements is true of social networking sites?

Social networking sites offer ways for marketers to promote their companies.

electronic marketing (or e-marketing)

The strategic process of pricing, distributing, and promoting products, and discovering the desires of customers using digital media and digital marketing

Which of the following is NOT a way that consumers rationalize pirating software, games, and movies online?

They worry about getting arrested.

wiki

Type of software that creates an interface that enables users to add or edit the content of some types of websites

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and order status. This is best described as a(n) ___________.

app

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) ______________.

consumers' tendencies to trust other consumers over corporations

ACME Corp. is using all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as ______________.

digital marketing

Zappos uses social media as a communications tool in such a way that it is available to people wherever they are. This is an example of _____.

digital marketing

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?

electronic marketing

Zappos has no rules for employees regarding tweeting. Instead of creating policies, it relies on core values. Twitter as a social media platform can be used to _____.

enhance customer service

Zappos has a Facebook page where people can interact. The company's customer loyalty team monitors the Facebook page for service as well as fun interactions. Organizations use Facebook primarily to _____.

give special incentives to customers

The Internet is viewed as a ____ medium because users determine which material they are going to view

pull

Zappos has a Facebook page through which the company interacts with its customers and tries to engage them in conversation. The company uses social media to create a real connection with customers and describes itself as a human company. This exemplifies how social networking sites are useful for _____.

relationship marketing

One of the most important benefits of e-marketing is the ability of marketers and customers to __________.

share information