FM117 Cengage Chapter 10

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

physical stores and an online shopping site

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

It increases inefficiencies throughout the marketing channel.

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

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

Exposure

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

Treating it like a traditional marketing channel

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) _______.

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

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

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?

key performance indicators (KPIs)

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

pull

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

share information

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 NOT a way that consumers rationalize pirating software, video games, and movies online?

they worry about getting arrested