Chapter 3 retailing
The use of a smartphone or other device for accessing product information and making purchases from anywhere is called
mobile retailing
The content that a digital retailer creates and controls online or through mobile apps is called
owned media.
What are the three types of digital retailing based on the types of media used in online, mobile, and social channels?
paid, owned or earned
What are the 4Rs used for assessing the efficacy of influencers?
responses reach relevance return
When deciding on contextual elements, you should identify your
target markets
Which of the following are core goals of digital retailing? Multiple select question. to encourage users to engage with content to persuade users to make a purchase to maximize advertising revenue per click to educate users about products
to encourage users to engage with content to persuade users to make a purchase to educate users about products
True or false: Core goals form the basis of a digital retailing strategy.
true
Ling is engaged in crowdsourcing. In what is she most interested?
users ideas
What is an example of a contextual element? buy buttons live chat website font customer testimonials
website font
What are retailers' "storefronts" for commerce in digital retailing? mail-order catalogues websites toll-free telephone numbers mobile apps
websites and mobile apps
The criteria used to evaluate the efficacy of influencers on social media are known as the:
4Rs
What is an effective way for digital marketers to use content?
Align the content to suit the target market specifically.
Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful? adding an instant messaging function improving the use of keywords in website content revamping the look and feel of the website reducing the number of blogs on the website
adding an instant messaging function
To gain the business of people who use mobile devices, a digital retailer typically strives to do which of the following?
be available when and where consumers want
Which component of the 7Cs of digital retailing comprises text, graphics, videos, and audio?
content
Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as
crowdsourcing
The term for all online marketing activities, including social media and mobile marketing, is Multiple choice question.
digital marketing
Website design, blogging, and mobile apps are prominent activities associated with which of the following?
digital retailing
Media that consists of content or discussion about a retailer that the retailer does not pay for or create that is published on a third-party platform is called
earned media.
A concept that enforces the connection element in digital retailing is
engagement
A concept that enforces the connection element in digital retailing is
engagement.
The marketing strategy that uses popular opinion leaders and other "seeds" on social media to reach a targeted audience is called ? marketing.
influencer
