MKTG 351 Chapter 10

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

mobile applications

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

omni-channel

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

online fraud

A website where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication

social network

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

blogs

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

a

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. Optimize the firm's website for search using highly trafficked keywords b. Develop a website where consumers can review products and make recommendations c. Send press releases and news updates to popular newspapers in the country d. Release television advertisements to reach consumers without the internet e. Develop a corporate Facebook group and encourage users to join

a

The majority of people who access Facebook now do so through their mobile phones. a. True b. False

a

This ability Michelle has to communicate with other consumers and the company through this online forum is an example of what characteristic? a. Connectivity b. Relationship marketing c. Control d. Addressability e. Accessibility

a

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. Social networking c. Digital marketing d. Mobile marketing e. Digital retailing

a

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

b

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

b

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

b

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

b

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

b

What is probably the best way for consumers to combat fraudulent activities? a. Use different passwords for each different site b. Refrain from giving out personal information unless the site is legitimate c. Stop purchasing items over the internet d. Register with the Federal Trade Commission (FTC) e. Hire a fraud-detecting organization to look for fraudulent transactions

b

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. digital retailing c. digital marketing d. social networking e. mobile marketing

c

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? a. Beacon b. Wiki c. Widget d. QR code e. Podcast

c

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

c

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

c

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. podcast b. social media c. widget d. app e. website

d

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

d

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

d

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

d

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

d

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

digital marketing

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

digital media

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. Accessibility b. Connectivity c. Control d. Interactivity e. Addressability

e

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

e

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. Influence e. Exposure

e

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

e

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. Use of hashtags b. Content downloads c. Abandoned shopping carts d. Cost savings e. Sentiment

e

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

e

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

e

Which of the following would be an example of digital media that marketers can use for promotional purposes? a. Newspaper b. Land-line phone c. Blu-ray player d. Outside of an electric bus e. Smart watch

e

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

electronic marketing, or e-marketing

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

podcasts

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

widgets

Type of software that creates an interface that enables users to add to or edit the content of some types of websites

wiki