ch. 10

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

online fraud

__________ refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing. Digital marketing Digital media E-marketing E-tailing

E-marketing

___________ on the internet involves a push-pull dynamic: The firm that provides a product will push to get that product in front of the consumer, while at the same time connectivity aids those channel members that desire to find each other. Products Distribution Promotion Pricing

Distribution

Due to concerns about dishonest advertising, the ______ requires social media influencers to clearly disclose any connection they have with brands they promote. National Advertising Review Board (NARB) Federal Trade Commission (FTC) National Advertising Division (NAD) Digital Advertising Alliance (DAA)

FTC

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

widget

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

a. Pull

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. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive. 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. Online promotion has become so common that marketers must use unique characteristics of the products to grab users' attention. e. Nonprice competition has become much more important in attracting consumers than price competition.

a. The consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive.

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

a. share information

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

app

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. Hire a fraud-detecting organization to look for fraudulent transactions e. Register with the Federal Trade Commission (FTC)

b. Refrain from giving out personal information unless the site is legitimate

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 worry about getting arrested. c. They are influenced by friends and family who engage in piracy and swap digital content. d. They think they are smarter than others. e. They are excited by the thrill of getting away with it and the slim risk of consequences.

b. They worry about getting arrested.

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

b. physical stores and an online shopping site

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

c. Electronic marketing

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 reduces redundancies throughout the marketing channel. c. It increases inefficiencies throughout the marketing channel. d. It increases speed throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

c. It increases inefficiencies throughout the marketing channel.

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

c. Key Performance Indicators (KPIs)

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

c. Social network

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

c. consumers' tendencies to trust other consumers over corporations

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

c. personal information

How has the constant sophistication of technology impacted the product part of the marketing mix? a. It has led consumers to favor online-only products over physical products. b. It has created a situation where products lose their value quickly. c. It has led to lower costs in raw materials for developing products. d. It is requiring companies to continually upgrade their products. e. It has created a situation where customers buy most products without handling them.

d. It is requiring companies to continually upgrade their products.

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

d. Treating it like a traditional marketing channel

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

d. digital marketing

Consumers tend to view which of the following behaviors as less ethically acceptable regarding illegally downloading protected content from the internet? a. Downloading content just for fun b. Downloading content to prove they can do it c. Downloading content to see if they can get away with it d. Downloading content because they can't afford it e. Downloading content for personal gain

e. Downloading content for personal gain

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not? a. They are more efficient for consumers who do not have the internet. 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 better at promoting products because users can examine them. e. They allow marketers to observe customers interacting with products.

e. They allow marketers to observe customers interacting with products.

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 suing the government for the right to collect this data. b. They are working with regulators to develop regulations that protect consumers. c. They are reducing their data collection practices. d. They are refusing to collect any information unless users give permission. e. They are attempting to engage in self-regulation.

e. They are attempting to engage in self-regulation.

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

exposure

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

smart watch