MKTG 321 Exam 1 - Ch. 10

false

Key performance indicators (KPIs) should be embedded at the end of a social media strategy. t or f?

share information

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

personal information

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

exposure

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric?

they are attempting to engage in self-regulation

What are web advertisers attempting to do in order to prevent regulation that would limit the information they can collect on users?

refrain from giving out personal information unless the site is legitimate

What is probably the best way for consumers to combat fraudulent activities?

they worry about getting arrested

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

it increases inefficiencies throughout the marketing channel

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

social network

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?

true

The majority of people who access Facebook now do so through their mobile phones. t or f?

app

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 see the status of an order. This is best described as a(n) _______.

digital marketing

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 _______.

they allow marketers to observe customers interacting with products

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not?

online fraud

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

Key performance indicators (KPIs)

Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called?

false

Britney has her own blog and is constantly writing new content. When her readers give her positive feedback on a post, she will create more content that is similar. The positive sentiment is an example of quantitative feedback. t or f?

downloading content for personal gain

Consumers tend to view which of the following behaviors as less ethically acceptable regarding illegally downloading protected content from the internet?

false

Digital media involves the strategic process of distributing, promoting, and pricing products, and discovering the desires of online customers. t or f?

Federal Trade Commission (FTC)

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

true

E-marketing and digital marketing are often used interchangeably, but the terms do differ. t or f?

It is requiring companies to continually upgrade their products.

How has the constant sophistication of technology impacted the product part of the marketing mix?

widget

Suppose Lonely Planet, a travel guide book publisher, launched a small bit of software users could download to their computer. This software would provide continual news updates about Lonely Planet activities and link users directly to the company's homepage. This is most likely which of the following?

physical stores and an online shopping site

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

pull

The internet is viewed as a _______ medium because users determine which material they are going to view.

Consumers' tendencies to trust other consumers over corporations

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) _______.

treating it like a traditional marketing channel

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

electronic 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?

smart watch

Which of the following would be an example of digital media that marketers can use for promotional purposes?

The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

Why must online marketers use differentiation to distinguish their products from competitors—even more so than they might have to do with more traditional marketing channels?

distribution

_____ on the internet involves a push-pull dynamic: The firm that provides a product will push to get that product in front of the consumer, while at the same time connectivity aids those channel members that desire to find each other.

e-marketing

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