MKTG Ch.10

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. a. True b. False

a. True

To communicate with their employees, companies may use wikis and podcasts. a. True b. False

a. True

While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media. a. True b. False

b. False

____ 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

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress? a. Facebook b. Twitter c. Blog d. Google+ e. QQ

b. Twitter

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.

b. addressability.

When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages. a. True b. False

b. False

Real businesses can have a store in a virtual reality environment, but they must use a fictional name. a. True b. False

b. False

Positive and negative online reviews act as reputation enhancers. a. True b. False

b. False

____ usually constitute a smaller part of the online population than the other groups. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

One of the fastest-growing areas in mobile technology is the creation of applications. a. True b. False

a. True

Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast. a. True b. False

a. True

____ 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

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services? 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 people who gather information and organize content generated by critics and creators. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

____ 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, 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

The ability to obtain digital information is referred to as a. accessibility. b. addressability. c. interactivity. d. connectivity. e. control.

a. accessibility.

JCPenney'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, JCPenney is practicing a. addressability. b. social networking. c. interactivity. d. accessibility. e. control.

a. addressability.

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a. brick-and-clicks. b. side-by-side. c. bricks-and-mortar. d. online-specialty. e. web-only.

a. brick-and-clicks.

So far, social networking has gained popularity only in America. a. True b. False

b. False

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog. a. Collector b. Spectator c. Inactive d. Creator e. Critic

b. Spectator

____ are computer-based online simulated environments that involve participants. a. Wikis b. Virtual realities c. Podcasts d. Blogs e. Photo-sharing

b. Virtual realities

Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. 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.

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

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

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. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.

c. Add tags to webpages or photos.

____ are web-based journals in which writers can editorialize and interact with other Internet users. a. Bings b. Googles c. Blogs d. Podcasts e. Wikis

c. Blogs

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

____ are online users who do not participate in any digital online media. a. Collectors b. Spectators c. Inactives d. Creators e. Critics

c. Inactives

Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a a. Collector. b. Spectator. c. Joiner. d. Creator. e. Critic.

c. Joiner.

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. electronic media. b. a test market. c. consumer-generated marketing. d. new concept viewing. e. Fan Pages.

c. consumer-generated marketing.

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products. a. wikis b. blogs c. Skyrocket d. Flickr e. Twitter

d. Flickr

Internet sites that allow users to share photos, videos and podcasts are called which of the following? a. Video-sharing sites b. Photo-sharing sites c. Virtual sites d. Media-sharing sites e. Wikis

d. Media-sharing sites

____ 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

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do? a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. 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.

Red 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.

d. creators.

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

d. wikis

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. Add tags to webpages or photos. 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.

. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate or entertain. a. Blogs b. Virtual sites c. Wikis d. Copyrights e. Intellectual property

e. Intellectual property

Of the online user segments in The Social Technographics Profile, the largest group in most countries is a. Creators b. Critics c. Collectors d. Joiners e. Spectators

e. Spectators

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.

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company. a. True b. False

b. False

Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they are not a good substitute for focus groups. a. True b. False

b. False

Social networking sites are useful for large business, but are not financially feasible for small businesses. a. True b. False

b. False

The Facebook audience is large, but it has yet to surpass the audience of a popular television network. a. True b. False

b. False

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. accessible b. controlled c. linked d. addressable e. interactive

e. interactive

A new trend in video marketing is the use of amateur filmmakers. a. True b. False

a. True

Discussion forums are not very popular with the online population. a. True b. False

b. False

Attempts to deceive consumers into releasing personal information online is referred to as online fraud. a. True b. False

a. True

Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook? a. Marketers should establish a Facebook page. b. Marketers should avoid recommendations from customers via Facebook. c. Marketers should ignore the advice of customers on Facebook. d. Marketers need to use multiple Facebook pages. e. Marketers should maintain strict control of consumers' comments on Facebook.

a. Marketers should establish a Facebook page.

Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews. a. True b. False

a. True

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.

a. application (app).

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)

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

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

a. podcasts

An accessible channel means the marketer knows who the customer is and can specifically address that person. a. True b. False

b. False

Anyone who becomes a member of social networking sites is a Collector. a. True b. False

b. False

Before posting information on a blog, the blogger must make certain that the information is accurate. a. True b. False

b. False

Commentators are people who comment on blogs or post ratings and reviews. a. True b. False

b. False

Connectivity refers to a customer's ability to regulate the information that is viewed. a. True b. False

b. False

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily for fun, then if it is for personal gain. a. True b. False

b. False

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard. a. True b. False

b. False

Creators gather information and organize content generated by critics and others. a. True b. False

b. False

Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors. a. True b. False

b. False

Digital marketing is a term used for any electronic media that functions using digital codes. a. True b. False

b. False

Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing. a. True b. False

b. False

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices. a. True b. False

b. False

Initiators are those consumers who generate their own media outlets, such as blogs and wikis. a. True b. False

b. False

It is unusual for consumers to be members of several social networking sites at once. a. True b. False

b. False

Joiners are those consumers who read what other consumers write, but do not produce any content themselves. a. True b. False

b. False

Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems. a. True b. False

b. False

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information. a. True b. False

b. False

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.

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's a. target market. b. credibility. c. market share. d. reach. e. image.

b. credibility.

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.

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

____ allows customers to express their needs and wants directly to a company in response to its marketing communications. a. Socialability b. Addressability c. Interactivity d. Accessibility e. Control

c. Interactivity

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers. a. Wikis b. Blogs c. Podcasts d. Virtual realities e. Photo-sharing

c. Podcasts

You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished? a. You developed your company's marketing concept. b. You developed your company's go-to-market strategy. c. You developed your company's e-marketing strategy. d. You developed your company's marketing mix strategy. e. You developed your company's product distribution strategy.

c. You developed your company's e-marketing strategy.

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service. a. a news article comments page b. an email c. a popular blog d. a company Web page e. a Wikipedia page

c. a popular blog

Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an) a. electronic news source. b. digital diary. c. blog. d. podcast. e. Twitter account.

c. blog.

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers usingdigital media and digital marketing. a. digital orientation b. digital media c. electronic marketing d. digital electronics e. electronic processing

c. electronic marketing

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.

____ connects customers with marketers as well as other customers. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

d. Connectivity

____ 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

Sonic communicates with its customers through ____, which is the most popular social networking site in the world. a. Flickr b. Twitter c. LinkedIn d. Facebook e. Google+

d. Facebook

____ 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

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Facebook c. Google+ d. Twitter e. Skyrocket

d. Twitter

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.

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 danger. 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.

____ 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

e. Control

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

e. Critics

Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers? a. U.S. Department of Justice b. Department of Homeland Security c. FDA d. U.S. Department of Commerce e. Federal Trade Commission

e. Federal Trade Commission

____ is a popular photosharing site on the Internet. a. Google+ b. Facebook c. MySpace d. Twitter e. Flickr

e. Flickr

Smart phones contain ____ that help consumers access more information about businesses. a. treatments b. digits c. modulars d. actions e. applications

e. applications

As digital communication technologies have advanced, it is 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.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their eating habits b. their spending money c. their disposable income d. their shopping partners e. their information searches

e. their information searches

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a. bing b. digital diary c. blog d. podcasting e. wiki

e. wiki

Addressability represents the ultimate expression of the marketing concept. a. True b. False

a. True

Traditional advertising is unlimited in terms of interactivity. a. True b. False

b. False

Many people now seek recommendations from social media friends before conducting other kinds of searches. a. True b. False

a. True

People who comment on blogs or post ratings and reviews are known as Critics. a. True b. False

a. True

Traditional marketing media are more consumer-driven than digital media. a. True b. False

b. False

Collectors gather information and organize content generated by critics and others. a. True b. False

a. True

Almost any traditional promotional event can be enhanced or replaced by digital media. a. True b. False

a. True

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely. a. True b. False

a. True

Besides Facebook and Twitter, many foreign countries have their own social networking sites. a. True b. False

a. 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. a. True b. False

a. True

Companies use photosharing in order to add a personal touch to their businesses. a. True b. False

a. True

Companies use wikis as internal tools for teams working on projects requiring lots of documentation. a. True b. False

a. True

Connectivity is the use of digital networks to provide linkages between information providers and users. a. True b. False

a. True

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. a. True b. False

a. True

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. True b. False

a. True

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. a. True b. False

a. True

Digital marketing uses all digital media to develop communication and exchanges with customers. a. True b. False

a. True

Digital online media marketing facilitates both price and non-price competition. a. True b. False

a. True

Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. a. True b. False

a. True

Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization. a. True b. False

a. True

It is not unusual for Joiners to be members of several social networking sites at once. a. True b. False

a. 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. a. True b. False

a. True

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels. a. True b. False

a. True

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. a. True b. False

a. True

Spectators like to read what other people write and produce online, but do not produce any content themselves. a. True b. False

a. True

While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer. a. True b. False

a. True

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears a. more authentic than company-generated content. b. more interesting than company-generated content c. more approving than company-generated content d. more current than company-generated content e. more flattering than company-generated content

a. more authentic than company-generated content.

Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars. a. True b. False

b. False

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false. a. True b. False

b. False

Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False

b. False

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing. a. distance b. relationship c. multiple-phase d. experiential e. community

b. relationship

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 online shopping experience.

b. target specific markets.

Which of the following statements is true about e-marketing and the marketing mix? a. For most companies, digital marketing is not necessary to grab and maintain market share. b. Consumers' increased access to product information causes them to buy more than they otherwise would. c. In some cases, companies will only offer certain products via digital media, including the Internet. d. Digital media cannot help businesses streamline their organizations. e. Basic Internet literacy is declining all over the world.

c. In some cases, companies will only offer certain products via digital media, including the Internet.

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.

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

The Internet is often called a _________ medium because users determine which websites they are going to view. a. ubiquitous b. democratic c. pull d. empowering e. selective

c. pull

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.

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. e. friendly environment.

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