MKTG 371 Ch. 10
Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors. T/F
False
One of the popular photo-sharing sites that allow users to upload and share their photos with the world is called
Flickr
Mountain Dew has partnered with the company MediaSpike to appear in various mobile games, and an individual's ______ may be able to enjoy drinking the Mountain Dew beverage as part of the game.
avatar
The online media characteristic that enables marketers to obtain digital information is called
accessibitlity
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 ___________.
addressability
The characteristic of online media that is defined as the ability of the marketer to identify customers before they make a purchase is called
addressability
In what ways is digital or online media distinct from traditional marketing strategies?
addressability, interactivity, accessibility, connectivity, and control
Kohl's created a(n )______ that consumers can download to their smartphones and has grown their user base to over 1 million monthly users. Once consumers begin using the technology, they can track their rewards and also receive awards. The technology is also linked to the company's loyalty program, Yes2You.
application or app
Smartphone users often download ______ that enable consumers to access additional information about companies and may offer convenience and cost savings offers.
applications
Which of the following best characterizes the attrition rate for digital media channels?
attrition rate is very high
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) _____________.
blog
Shannon Griffin owns a fishing and outdoor specialty store in southern Louisiana and caters to locals and tourists who want to spend time fishing, kayaking, or biking. In addition to her website and Facebook presence, she writes a _______ where she can share her personal perspective about life on the bayous, photos, and recipes. She enjoys the opportunity to interact with other Internet users.
blog
Web-based journals utilized by writers who can editorialize and interact with other Internet users are known as
blogs
Web-based journals where writers can editorialize and interact with other Internet users are called ______, which can lead to sales of a product or service if a positive review is posted.
blogs
Kohl's is a traditional retail store but is devoting more attention to online sales and attempting to generate a greater proportion of business through the Internet. The retailer is characterized as a _____ retailer for maintaining both a traditional retail store and online presence.
bricks-and-clicks
The Social Technographics Profile developed by Forrester Research groups the online community into various segments according to how they interact with digital media. Individuals who gather information and organize content generated by critics and creators are classified as
collectors
The Social Technographics Profile developed by Forrester Research groups the online community into various segments according to how they interact with digital media. The ____ segment typically is the smallest compared to other groups.
collectors
The characteristic of online media that provides the ability of consumers to be linked with marketers along with other consumers is called
connectivity
Digital and e-marketing have created exciting opportunities for marketers; however, it is essential to recognize that social media are more _________ than traditional media.
consumer-driven
One trend that has caused consumer-generated information to gain importance is _____________.
consumers' tendencies to trust other consumers over corporations
Bremer Jewelry store has five locations in a regional market of about 1 million customers and considers itself to be an innovator in the use of _____ to communicate with customers via its company website, Facebook, Twitter, and blog.
digital marketing
The use of digital media, including the Internet and mobile and interactive channels to develop communication and exchanges with customers is
digital marketing
Wilson Sporting Goods serves its regional market with equipment and uniforms for Little League, junior high, and high school athletic teams. They have embraced new technology and consider themselves innovators in the use of _____ to communicate with their customers via its company website, Facebook, Twitter, and blog.
digital marketing
Sound Systems is a custom installation and distributor for high-end stereo systems for the home or automobile. Sound Systems utilizes _______ that functions using digital codes that's available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.
digital media
Firms who adopt e-marketing strategies must consider making changes to its marketing mix variables. Which aspect of the marketing mix would relate to the ability to process orders electronically, reduce inefficiencies, costs, and redundancies while simultaneously increasing speed throughout the marketing channel?
distribution
New information technologies such as social media represent a tremendous opportunity because they ______________ while significantly ______________.
facilitate communications; reducing costs
One of the limitations related to the increased acceptance and use of digital media is that some of the marketer's control over dispensing content has been placed
in the hands of the consumer.
Robert is married to Wendy, who is an avid user of various social media, such as Facebook, Twitter, and Instagram. Wendy often posts pictures of Robert and their children on these sites, but Robert is concerned about privacy and the digital space. He's heard that once an image or post is submitted to cyberspace, it can never be removed. He's asked Wendy not to post any more pictures of him, their home, or children and especially doesn't want Wendy to mention when they're going on vacation or leaving their home. Robert uses the Internet for work and enjoys e-mail but does not participate in any digital online media. Robert would most likely be categorized as a(n) _____________.
inactive
The Social Technographics Profile developed by Forrester Research groups the online community into various segments according to how they interact with digital media. Individuals who use the Internet but do not participate in any digital online media are called
inactives
Sarah is an active senior citizen who enjoys learning about information technology and has recently been given an iPad by her granddaughter. She's still trying to navigate cyberspace and doesn't really understand much of the digital technology or how it works. Her granddaughter has helped her create a Facebook page, but Sarah mostly just looks at the pictures and status updates of her family members as a way to stay in touch and feel connected. Sarah has never posted to Facebook, although her family sometimes tags her in photos that appear on her Facebook wall. Sarah would most likely be categorized as a
joiner
Individuals who register as members of Facebook, Twitter, Instagram, or other social media networking sites would be classified as ________ according to the Social Technographics Profile.
joiners
Any attempt to conduct dishonest activities online is called
online fraud
The term ______ medium is utilized to refer to the Internet since users determine which websites they are going to view while the marketer has only limited ability to control the content to which users are exposed.
pull
Computer-based online simulated environments that involve participants assuming a persona or avatar and competing against others or enjoying the environment themselves are known as
virtual gaming
A type of software that creates an interface that enables users to add or edit the content of some types of websites is known as a(n)
wiki
A type of software that creates an interface that enables users to add or edit the content of some websites is also utilized by companies as internal tools for teams working on projects requiring a lot of documentation. This type of software is called a(n)
wiki
Both you and your roommate are avid Internet and social media users. You both spend about 4 hours a day interacting with the Internet. Your roommate likes to post on sites like Facebook throughout the day. In fact, she is a member of just about every social media site on the Web. Your interest is more geared toward regularly communicating with anyone and everyone via Twitter. Which of the following statements is true regarding you and your roommate's use of the Internet?
According to the Social Technographics Profile, you are a "Conversationalist" and your roommate is a "Joiner".
_______ are software programs that run on mobile devices and give users access to certain content and often provide convenience and cost savings to the customer.
Applications or apps
_________ are defined as electronic media that function using digital codes.
Digital media
A small, local business called Relics, which is a gift shop located in a medium-sized town of 250,000 people, relies on _________, the most popular social networking site in the world to share new product arrivals and encourage consumers to shop at its store.
Janelle Monae, a singer, songwriter, recording artist, and label owner, launched her "Eephus Tour" which features other artists such as Deep Cotton, Jidenna, St. Beauty, and Roman GianArthur. The concerts are free but are invitation-only. Which social networking site would be best for Janelle Monae to publicize these concerts and provide an opportunity to interact with fans?
Station 220 is a restaurant that is hosting a grand opening celebration in the next few days. They would like to create relationships with customers and potential customers and keep people updated on the activities and menu items. They would like to post photos and give people an opportunity to interact with the restaurant, its owners, and other customers. Which social networking site would be most useful for Station 220 to use?
Connectivity refers to a customer's ability to regulate the information that is viewed. T/F
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. T/F
False
Digital marketing is a term used for any electronic media that functions using digital codes. T/F
False
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online.
Federal Trade Commission
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. Due to consumer concerns about privacy, the _______ is considering developing regulations that would protect consumer privacy by limiting the amount of information that marketers can gather online.
Federal Trade Commission
Which organization is considering developing regulations that would protect consumer privacy by limiting the amount of consumer information that businesses can gather online?
Federal Trade Commission
The Lazy 6 Ranch is a dude ranch in Central Montana and enjoys using ______ to share images of the landscape, horses, guests, and special events that occur at the ranch via the Internet. The Lazy 6 Ranch also encourages visitors to share their photos and enjoys the opportunity to communicate with people around the world about the beauty of Montana and the pleasure of enjoying a vacation at the Lazy 6 Ranch.
Flickr
Which of the following statements is true about e-marketing and the marketing mix?
In some cases, companies will only offer certain products via digital media, including the Internet.
_______ are Internet sites that allow users to share photos, videos, and podcasts.
Media-sharing sites
The T-shirt House creates customized, screen-printed shirts for a variety of customers such as organizations, companies, and schools and began utilizing e-marketing by creating a website and Facebook page. The T-shirt House simply modified their newspaper advertising and Yellow Pages ads for the digital space when they first began to use e-marketing, but their efforts were not effective. Which of the following could explain why the T-shirt House's website and Facebook page efforts failed?
They treated digital marketing like a traditional marketing channel.
What term is used to refer to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
e-marketing
Digital online media marketing facilitates both price and non-price competition. T/F
True
Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. T/F
True
Internal digital media tools are good for teams working on a project requiring lots of documentation. T/F
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. T/F
True
When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages. T/F
True
A trend that led consumer-generated information to increase in importance is
consumers' tendencies to trust other consumers over corporations.
In response to digital marketing strategies, consumers are changing their information searches and _______ to fit with the emerging technologies and trends.
consumption behaviors
Companies such as ULTA Beauty often utilize sweepstakes and games to generate customer visits to the website. However, the _______ characteristic of online media ensures that customers have the ability to select which websites they visit and how they wish to engage with the marketer.
control
Rocky enjoys shopping for cars and likes to browse eBay Motors. He appreciates the capability that eBay offers to filter the search by specific terms such as brand of vehicle, make or model, number of miles, type of seller, transmission, and color. He can easily and simply reduce the number of vehicles that appear in the search by using these simple filtering requests. eBay Motors is taking advantage of _____, one of the characteristics of online media.
control
The ability of consumers to regulate the information they access as well as the rate and exposure to information is called the _______ characteristic of online media.
control
Jessica enjoys spending approximately two hours daily using social media sites such as Facebook, Pinterest, Instagram, and Twitter. She often posts several pictures or status updates throughout the day and enjoys the chance to voice her opinion about restaurants or products that she's purchased. Her boyfriend, Dillon only uses Twitter and likes to follow his friends and favorite NBA players such as LeBron James and Stephen Curry but rarely posts updates. According to the Social Technographics Profile, Jessica would be categorized as a ________ and Dillon would be classified as a ________.
conversationalist; joiner
Many companies, such as Anne Taylor, invite bloggers to their fashion shows and public relations events in the hope that they will include Anne Taylor clothing in their blog posts and provide information about Anne Taylor to their followers. In this example, bloggers could be characterized as being part of the _______ social technographic group.
creators
The Social Technographics Profile developed by Forrester Research groups the online community into various segments according to how they interact with digital media. The consumers who are described as constructing their own media outlets such as blogs, podcasts, consumer-generated videos, and wikis are called
creators
The Social Technographics Profile developed by Forrester Research groups the online community into various segments according to how they interact with digital media. _______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly since they are engaged in generating content such as blogs, podcasts, videos, and wikis.
creators
Consumers who utilize the popular app and taxi service, Uber, are required to rate the service of the driver via the app and can also provide comments. This example would relate to the _______ role of the Social Technographics Profile.
critics
Today's consumer is changing their information searches and consumption behaviors to fit with emerging technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and also owns a farm-to-table restaurant. The restaurant is implementing _______ that functions using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.
digital media
The ability to process orders electronically and increase the speed of communications via the Internet reduces ______________.
distribution costs
Which of the following is one of the trends that led consumer-generated information to increase in importance?
increased tendency of consumers to publish their own thoughts, opinions, and product reviews
An ethical and legal issue important to companies, recording artists, and writers' concerns ______, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.
intellectual property
Many company websites such as Frito Lay's website enable customers to communicate directly to the company about their wants and needs. Frito Lay is utilizing the _______ characteristic of online media.
interacitivity
The online media characteristic that allows customers to express their needs and wants directly to the firm in response to its marketing communications is known as
interactivity
Trip Advisor is a social networking site where users can post reviews of venues such as restaurants, entertainment, hotels, and other tourism-related sites. Recently, the Hilton Hotel in downtown Chicago was reviewing its Trip Advisor posts and noticed that several recent guests had given negative reviews related to their stay. The manager of the Hilton Hotel used the Trip Advisor forum to apologize to the guests and stated that the hotel would make improvements and appreciated the feedback. This example relates to the ______ characteristic of online media.
interactivity
The Internet is changing the way marketers communicate and develop relationships. WalMart has been an early adopter of various technologies which it leverages to create competitive advantages. WalMart is utilizing e-marketing and one of the benefits is that
marketers and customers can share information.
Many businesses and organizations such as Kohl's believe that Facebook
offers a way to market their products, interact with consumers, and take advantage of free publicity.
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 are called
podcasts
Radio and television networks like CNBC, NPR, and PBS are creating _____ of their shows to profit from a growing trend where consumers are downloading audio or video files from the Internet to listening devices or personal computers.
podcasts
The marketing mix variable that is related to perceptions of value and is the most flexible element of the marketing mix is
price.
Amazon is a known innovator in the e-marketing industry and developed proprietary software that enabled the company to offer product suggestions to customers based on their purchase history. For example, if an Amazon customer enjoyed reading fantasy books, such as the Harry Potter series, the computer algorithm would suggest other titles that consumers like them had purchased, such as Percy Jackson and the Olympians or The Hunger Games. However, some consumers are concerned about their _______ since Amazon collects information from website visitors in their efforts to create long-term relationships and generate revenue.
privacy
Web advertisers are trying to engage in self-regulation so regulators do not develop additional regulation to ________________.
protect user privacy
The Internet is often called a _________ medium because users determine which websites they are going to view.
pull
Dick's Sporting Goods uses ________ marketing through Facebook to help consumers feel more connected to their products and more loyal to their firm.
relationship
IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct video contests, and generally find out the customers' likes and dislikes. IHOP, in this example, is engaging in ____ marketing.
relationship
McClellan Architects is a residential architectural firm located in Seattle, Washington, and provides design/build services for clients around the country. Through the use of the ________ Houzz, McClellan Architects can post pictures of its portfolio including recent projects from design to completion, answer questions posed by users such as building materials or furnishings, and enable users to interact with the firm as well as other members of Houzz.
social network
Mitch is a member of the website Lotus Talk, where Lotus owners can create a profile and interact with other users, post information, and engage in other forms of web-based communication. Lotus Talks is an example of a
social network
Cabi is a line of women's fashion clothing based in California and learns about its customers and their environment in a variety of ways. One method utilized by Cabi is to encourage customers to post pictures of them wearing the clothes to Facebook or Instagram using the hashtag #cabi. Cabi is utilizing information gained through
social networks.
Franco enjoys cars and dreams of owning exotic cars such as Ferrari or Lamborghini someday and often visits blogs about cars such as Road & Track or Auto Week posts of car reviews and ownership guides. He enjoys reading and staying up-to-date with the latest models but never posts content or participates in any way. Franco would most likely be characterized as a
spectator
According to the Forrester Research group, the largest segment of Social Technographics in most countries is the
spectators
One challenge for marketers involves the need to continually adapt to new technologies and changing consumer patterns. Marketers can attempt to understand consumer behavior and respond to consumer needs by grouping consumers into different segments based on how they utilize digital online media. Consumers who enjoy reading blogs, watching video created by others, and listening to podcasts are classified as _______, while those who write and post articles or stories, upload original videos, and publish blogs or personal webpages are classified as _______.
spectators; creators
Due to the advancement of the Internet and digital communication technologies, marketers have benefitted by
targeting markets more precisely and reaching markets previously inaccessible to them.