BAMK 360-10

One of the most significant privacy issues relates to marketers' use of _______. a. customer loyalty programs b. competitors' information c. personal information d. stolen credit card numbers e. intellectual property

personal information You were paying attention and got it right. One of the most significant privacy issues involves the use of personal information that companies collect from website visitors in their efforts to foster long-term relationships with customers.

The "bricks-and-clicks" model involves maintaining _______. a. physical stores only b. apps and blogs c. physical stores and an online shopping site d. online shopping sites only e. social network pages and blogs

physical stores and an online shopping site You were paying attention and got it right. This "bricks-and-clicks" model is now standard for businesses from neighborhood family-owned restaurants to national chain retailers.

Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Barry decides at the start of his social media efforts to track the amount of clicks his posts receive as a way to measure his success. Click-through rate (CTR) is an example of a(n) _______. a. advocacy metric b. Key Performance Indicator (KPI) c. influence metric d. success rate e. qualitative metric

Key performance indicator (KPI) Key Performance Indicators (KPIs) should be embedded at the onset of a social media strategy that can allow almost real-time measurement and evaluation such as likes or click-through rate.

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? a. Engagement metrics b. Click-through rate (CTR) c. Key Performance Indicators (KPIs) d. Impact metrics e. Impressions

Key performance indicators (KPIs) You were paying attention and got it right. Key Performance Indicators (KPIs) should be embedded at the onset of a social media strategy that can allow almost real-time measurement and evaluation. This provides a foundation for making iterative changes to implementation and tactical execution.

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the Internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Jeff discovers most of his firm's website visitors from the new foreign market originate from search engines like Google and Bing. What should Jeff do to attract more of these customers? a. Release television advertisements to reach consumers without the internet b. Send press releases and news updates to popular newspapers in the country c. Develop a corporate Facebook group and encourage users to join d. Optimize the firm's website for search using highly trafficked keywords e. Develop a website where consumers can review products and make recommendations

Optimize the firm's website for search using highly trafficked keywords By analyzing web traffic from this market, Jeff can tell these customers are using keywords to discover his firm's website. To increase this further, Jeff can optimize the website with those keywords to attract even more traffic.

Omni-channel

Various marketing channels, including mobile, desktop, or traditional retail spaces, providing seamless customer experiences

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

Federal trade commission (FTC)

Any attempt to conduct dishonest activities online would be described as _______. a. online fraud b. credit card fraud c. transparency d. piracy e. identity theft

online fraud You got it right. Cases are reviewed by panels drawn from NARB members that represent advertisers, agencies, and the public.

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

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. If Jeff were to have cookies installed on the users' computers, they would be able to detect when the user revisits the site. This demonstrates which of the following characteristics of digital marketing? a. Control b. Addressability c. Interactivity d. Accessibility e. Connectivity

Addressability Addressability is the ability of the marketer to identify customers before they make a purchase.

Online fraud

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

podcasts

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

Digital media

Digital media- Electronic media that function using digital codes—media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. Adopting an undifferentiated marketing strategy b. Failing to engage in social networks c. Treating it like a disruptive innovation d. Using all social networks regardless of target markets e. Treating it like a traditional marketing channel

treating it like a traditional marketing channel Great job, that is correct. Digital media offers a whole new dimension to marketing that marketers must consider when devising their companies' marketing strategies.

E-marketing and digital marketing are often used interchangeably, but the terms do differ. a. True b. False

true Although there are differences between the terms, many people use digital marketing and electronic marketing interchangeably.

Digital media involves the strategic process of distributing, promoting, and pricing products, and discovering the desires of online customers. a. True b. False

False Electronic marketing is the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing.

Key performance indicators (KPIs) should be embedded at the end of a social media strategy. a. True b. False

False Embedding KPIs at the onset of a social media strategy provides a foundation for making iterative changes to implementation and tactical execution.

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. a. True b. False

False Objectives that are quantitative could include the number of likes on an Instagram post or the click-through rate (CTR) of a Facebook post. Qualitative metrics include sentiment (positive, neutral, negative).

blogs

Short for "weblogs," these are web-based journals in which writers editorialize and interact with other internet users

widgets

Small bits of software on a website, desktop, or mobile device that perform a simple task, such as providing stock quotes or blog updates

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? a. Mobile marketing b. Media-sharing site c. Social network d. A wiki e. Blog

Social network You got it right. Marketers are thereby using these sites and their popularity with consumers to promote products, handle questions and complaints, and provide information to assist customers in buying decisions.

mobile applications

Software programs that run on mobile devices and give users access to certain content

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? a. Online promotion has become so common that marketers must use unique characteristics of the products to grab users' attention. b. Online distribution channels end up costing the customer more, requiring companies to differentiate their products to show their value. c. Products must be differentiated in order to ensure that they differ from the types of products sold in retail stores. d. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive. e. Nonprice competition has become much more important in attracting consumers than price competition.

The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive and keep the consumer from going with the lowest-priced product.

Electronic marketing or e-marketing

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

Digital marketing

The use of all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not? a. They allow marketers to observe customers interacting with products. b. They result in users buying more due to lower prices and prompting from salespeople. c. They have less expensive distribution channels than online stores. d. They are more efficient for consumers who do not have the internet. e. They are better at promoting products because users can examine them.

They allow marketers to observe customers interacting with products Marketers can gain great insights by observing how customers interact with the products in-store, something that is much harder to do on the internet.

What are web advertisers attempting to do in order to prevent regulation that would limit the information they can collect on users? a. They are refusing to collect any information unless users give permission. b. They are suing the government for the right to collect this data. c. They are attempting to engage in self-regulation. d. They are working with regulators to develop regulations that protect consumers. e. They are reducing their data collection practices.

They are attempting to engage in self-regulation They are trying to self-regulate and develop best practices so the government will not get involved with legislation that may limit their activities.

Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online? a. They feel they just do not have the money to pay for what they want. b. They think they are smarter than others. c. They are excited by the thrill of getting away with it and the slim risk of consequences. d. They worry about getting arrested. e. They are influenced by friends and family who engage in piracy and swap digital content.

They worry about getting arrested You were paying attention and got it right. Consumers rationalize pirating software, video games, and music for a number of reasons.

wiki

Type of software that creates an interface that enables users to add to 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 see the status of an order. This is best described as a(n) _______. a. website b. app c. widget d. podcast e. social media

app The most important feature of apps is the convenience and cost savings they offer to the consumer.

Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Suppose Sampson decides to develop a web-based journal in which writers can editorialize and interact with other internet users. This would be an example of a _______. a. blog b. podcast c. widget d. social media marketing e. wiki

blog

Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. This ability Michelle has to communicate with other consumers and the company through this online forum is an example of what characteristic? a. Accessibility b. Addressability c. Relationship marketing d. Connectivity e. Control

connectivity Connectivity is the ability for consumers to be connected with marketers along with other consumers.

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) _______. a. consumers' tendencies to trust other corporations over consumers b. consumers' tendencies to trust the government over consumers and corporations c. consumers' preference for less technology d. consumers' tendencies to trust other consumers over corporations e. consumers' preference for smartphones and apps

consumers' tendencies to trust other consumers over corporations You were paying attention and got it right. By understanding where online users are likely to express their thoughts and opinions, marketers can use these forums to interact with consumers, address problems, and promote their companies.

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 _______. a. electronic marketing b. mobile marketing c. digital marketing d. social networking e. digital retailing

digital marketing You got it right. Digital marketing uses all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers.

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? a. Electronic marketing b. Mobile marketing c. Social networking d. Digital retailing e. Digital marketing

electronic marketing Great job. Your text's definition of e-marketing goes beyond the internet and also includes mobile phones, banner ads, digital outdoor marketing, and social networks.

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric? a. Advocacy b. Engagement c. Impact d. Exposure e. Influence

exposure Page visits, visitors, visits per channel, reach, opportunity-to-see, and CPM (cost per thousand exposures) are all examples of exposure metrics. These metrics are all quantitative.

Which of the following is NOT true about digital marketing as a new distribution channel? a. It reduces costs throughout the marketing channel. b. It increases speed throughout the marketing channel. c. It increases inefficiencies throughout the marketing channel. d. It reduces inefficiencies throughout the marketing channel. e. It reduces redundancies throughout the marketing channel

it increases inefficiencies throughout the marketing channel Great job! The ability to process orders electronically and increase the speed of communications via the internet reduces inefficiencies, costs, and redundancies while increasing speed throughout the marketing channel.

Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Suppose Jeff wants to attract more users to his company's products. He decides to do two things. First, he develops an online contest and posts it on the corporate blog and Facebook page. He believes the contest will encourage consumers in that country to spread the word. Secondly, he would like to offer them a temporary discount on products purchased within the next week. Jeff is focusing on the _______ and _______ aspects of the e-marketing mix. a. promotion; product b. distribution; promotion c. price; product d. promotion; distribution e. promotion; price

promotion; price An online contest to encourage word of mouth marketing would fall under promotion. Discounts involve pricing considerations.

The internet is viewed as a _______ medium because users determine which material they are going to view. a. Push b. Close c. Pull d. Passive e. Open

pull You got it right. The marketer has only limited ability to control the content to which users are exposed and in what sequence.

Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. The company created the Facebook group to encourage its customers to share their positive experiences with the community. The company is most likely attempting to influence what metric? a. Sentiment b. Cost savings c. Abandoned shopping carts d. Content downloads e. Use of hashtags

sentiment Encouraging customers to share positive experiences with other customers is likely an attempt to influence sentiment, or the way people feel about the brand or its products.

One of the most important benefits of e-marketing is the ability of marketers and customers to _______. a. reduce costs b. use social media c. use apps d. share information e. save money

share information Excellent choice. One of the most important benefits of e-marketing is the ability of marketers and customers to share information.