Chapter 10 marketing

A LinkedIn profile resembles a) a photo album b) an address book c) a resume d) a book review e) class notes

C

Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. a) creators b) critics c) collectors d) joiners e) spectators

A

Due to increasing consumer demand, many television networks are creating ______ of their shows. a) podcasts b) wikis c) virtual realities d) digital characters e) imitations

A

Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page. a) widgets b) sensors c) rewards d) pop-ups e) wookies

A

General Motors communicates with consumers and stockholders via social networking. Which site would be the most beneficial for GM to post its stock information on? a) LinkedIn b) Facebook c) MySpace d) Twitter e) Flickr

A

Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to a) creators. b) critics. c) collectors. d) joiners. e) spectators.

A

Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages. a) authentic b) colorful c) approving d) bogus e) flattering

A

Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a) application (app). b) keypad function. c) voice-activated system. d) digital system. e) interactivity.

A

JC Penney'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, JC Penney is practicing a) addressability. b) social networking. c) interactivity. d) accessibility. e) control.

A

Larry is job hunting and has made a profile that contains his educational background, job experiences, and qualifications. Which website would be the most beneficial for Larry to post his profile on? a) LinkedIn b) Bing c) MySpace d) Twitter e) Facebook

A

Marketing strategists say businesses ________ consumers via social media a) should connect to b) should avoid recommendations from c) should ignore the advice of d) should stay away from e) should control

A

One of the fastest-growing areas in mobile technology is the creation of ______ that help consumers to access more information about businesses a) applications (apps) b) widgets c) cookies d) speed dials e) texts

A

Online surveys can serve as an alternative to a) mail surveys, telephone surveys, or personal interviews. b) mail surveys only. c) mail and telephone surveys, but not personal interviews. d) personal interviews only. e) telephone surveys only.

A

Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a) bricks-and-clicks. b) side-by-side. c) bricks-and-mortar. d) online-specialty. e) web-only.

A

The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.

A

The ability to obtain digital information is referred to as a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control

A

Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as a) Enterprise 2.0 b) Company Dynamics c) Cutting-edge technology d) Workplace Expansion e) Employee 2.0

A

When using Facebook Fan Pages, companies must dedicate time to ________ in order to make Fans feel connected. a) responding to fan posts b) promoting time-sensitive products c) gathering widgets d) providing background information on the company e) promoting green business practices

A

______ are people who gather information and organize content generated by critics and creators. a) Collectors b) Spectators c) Joiners d) Creators e) Critics

A

______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a) Creators b) Critics c) Collectors d) Joiners e) Spectators

A

______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts. a) A brand-protection firm b) The Federal Trade Commission c) An Internet-protection agency d) The Better Business Bureau e) An online-police agency

A

______ usually constitute a smaller part of the online population than the other groups. a) Collectors b) Spectators c) Joiners d) Creators e) Critics

A

_______ uses the Internet and mobile and interactive channels to develop communication and exchanges with customers. a) Digital marketing b) Digital media c) Electronic marketing d) Digital electronics e) E-marketing

A

________ can use social networking sites. a) Any sized company b) Only large to medium sized companies c) Only companies with a specialized target market d) Only companies with a unique product e) Only companies whose target customer is mainly women

A

A new trend in video marketing is the use of a) Blogs b) amateur filmmakers c) Twitter announcements d) advertising firms to develop videos e) Virtual realities

B

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media. a) accessibility b) control c) interactivity d) addressability e) connectivity

B

Consumers can order a computer through Best Buy's website and pick up the computer at the store. This type of delivery is called a) click and brick. b) site to store. c) bricks and mortar. d) digital to domestic. e) nontraditional.

B

Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through a) a simple random survey. b) a digital media measurement system. c) research conducted by the various social networks. d) an independent analysis. e) monitoring the Disney website for a year.

B

Digital media have created opportunities for companies to a) gain more control over what the consumer sees. b) target specific markets. c) offer the exact experience as a brick and mortar store. d) manage information that is disseminated through the web. e) stimulate all five senses during the on-line shopping experience.

B

Electronic media that function using digital codes are called a) digital marketing. b) digital media. c) electronic marketing. d) digital electronics. e) e-marketing

B

IHOP is active on Facebook for the purpose of engaging in ______ marketing. a) distant b) relationship c) controlled d) experiential e) community

B

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information. a) futurism b) social networking c) give-aways d) promotional events e) sponsorship

B

MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends. a) children's b) dating c) parental d) senior citizen's e) community

B

Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should a) measure profitability during and after the campaign. b) compare sales before and after the campaign was launched. c) measure sales and profitability after the campaign was launched. d) measure demand during and after the campaign. e) look at sales for a year after the campaign.

B

One trend that has caused consumer-generated information to gain importance is a) an increase in mobile digital technology. b) consumers' tendencies to trust other consumers over corporations. c) the cultural trend of consumers being influenced by the "village." d) the increase in adults other than parents influencing children. e) a reduction in advertising expenditures.

B

Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox. a) clone b) avatar c) pet d) Q e) dynasty

B

The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company. a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.

B

The ability of a marketer to identify customers before they make a purchase is called a) connectivity. b) addressability. c) interactivity. d) accessibility. e) control.

B

The average Facebook user becomes a fan of several ______ each month. a) television shows b) Fan Pages c) Brand sheets d) Promotional Folios e) Facebook Leafs

B

The first modern social network was shut down due to a) government restrictions. b) lack of interest. c) concerns brought up by the Better Business Bureau. d) inconsistency between state and federal regulations. e) it was too costly.

B

Through Google, people can comment on someone else's blog, post product reviews, or contribute to a wiki. ______ would most likely participate in this kind of activity. a) Creators b) Critics c) Collectors d) Joiners e) Spectators

B

Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's a) target market. b) credibility. c) mode of operation. d) reach. e) monopoly.

B

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress? a) Facebook b) Twitter c) LinkedIn d) MySpace e) QQ

B

______ are computer-based online simulated environments that involve participants. a) Wikis b) Virtual realities c) Podcasts d) Blogs e) Photo-sharing

B

______ are those consumers who read what other consumers produce, but do not produce any content themselves a) Collectors b) Spectators c) Inactives d) Creators e) Critics

B

______ relates to perceptions of value and is the most flexible element of the marketing mix. a) Distribution b) Pricing c) Store location d) Product mix e) Promotion

B

_______ facilitates _______, as it enables customer engagement to facilitate product innovation. a) Accessibility / customization b) Addressability / relationship marketing d) Control / relationship marketing e) Control / customization

B

About ______ of Americans participate in online discussion forums. a) 5% b) 10% c) 20% d) 30% e) 40%

C

Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a a) Collector. b) Spectator. c) Joiner. d) Creator. e) Critic.

C

Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online a) Internet Protection Agency b) Consumer Protection Agency c) Federal Trade Commission d) Better Business Bureau e) technology division of the Federal government

C

Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market. a) Creators b) Critics c) Collectors d) Joiners e) Spectators

C

Interactive links on websites can help advertising move away from being an intrusion to a) attracting spectators. b) being more accessible. c) developing relationships. d) providing the customer with control. e) alluring the inactives.

C

McDonald's received negative publicity concerning the content of their hamburgers. The information in the report was incorrect. Part of McDonald's response is to create a web-based journal that gives accurate information about McDonald's ingredients. This journal is an example of a a) bing. b) digital diary. c) blog. d) podcast. e) wikis.

C

Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize a) a job search. b) a test market. c) consumer-generated marketing. d) a new concept viewing. e) an employment opening.

C

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.

C

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a) compare sales before and after the campaign was launched. b) monitor web traffic during the campaign. c) monitor the website to see if web traffic increased after the launch of the campaign. d) compare demand before and after the campaign was launched. e) measure sales and profitability after the campaign was launched.

C

The Internet can be referred to as a ______ medium because users determine which websites they are going to view. a) selective b) discriminating c) pull d) push e) monopolistic

C

The most popular video-sharing website is a) Flickr. b) Facebook. c) YouTube. d) Wikis. e) QQ.

C

Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguish online media from traditional marketing, namely a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.

C

Two trends that have caused consumer-generated information to gain importance is a) the recession and a reduction of advertising expenditures. b) globalization and the cultural trend of consumers being influenced by the "village." c) the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d) an increase in mobile digital technology and store brands. e) an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.

C

Which of the following characteristics distinguish online media from traditional marketing? a) Experience, networking, and personal contact b) Social networking, personal contacts, control, and salesmanship c) Addressability, interactivity, accessibility, connectivity, and control d) Environment, responsiveness, customization, and affordability e) Dynamic responsiveness, control, friendliness, and attention-getting

C

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing. a) digital orientation b) digital media c) electronic marketing d) digital electronics e) electronic processing

C

Which of the following statements is true regarding Fan Pages on Facebook? a) They are expensive to produce. b) They are difficult to produce, but reap great rewards. c) They are inexpensive and easy to produce. d) They have no benefit for the company, but are still essential because the consumer demands it. e) They are the most effective means available today for communicating new product information.

C

Which of the following websites allows companies to search the network for potential employees with particular skills? a) Facebook b) Twitter c) LinkedIn d) MySpace e) Flickr

C

______ are online users who do not participate in any digital online media. a) Collectors b) Spectators c) Inactives d) Creators e) Critics

C

______ are web-based journals in which writers can editorialize and interact with other Internet users. a) Bings b) Googles c) Blogs d) Podcasts e) Wikis

C

_______ allows customers to express their needs and wants directly to a company in response to its marketing communications. a) Socialability. b) Addressability. c) Interactivity. d) Accessibility. e) Control.

C

_______ are 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. a) Wikis b) Blogs c) Podcasts d) Virtual realities e) Photo-sharing

C

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a) in limbo. b) under the authority of the government. c) in the hands of the company's competitors. d) in the hands of the consumer. e) in the hands of the stockholders.

D

Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products. a) wikis b) blogs c) Skyrocket d) Flickr e) Twitter

D

Digital media such as blogs allow marketers to interact with prospective customers in a) person. b) an assertive manner. c) a non-threatening environment. d) real time. e) friendly environment.

D

Disney's Fan Page on Facebook allows people to link with other Disney enthusiasts. This is an example of a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.

D

Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups? a) creators b) critics c) collectors d) joiners e) spectators

D

LinkedIn is a social networking site geared toward a) Millennials. b) teenagers. c) singles. d) professionals. e) retired people.

D

One trend that has caused consumer-generated information to gain importance is a) the recession. b) the globalization of companies. c) the increase in store brands. d) the increase of consumers using digital media to publicize their own product reviews. e) the increase in consumer buying power.

D

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a) collectors. b) spectators. c) joiners. d) creators. e) critics.

D

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a a) virtual reality. b) podcast. c) recruiting tool. d) social network. e) employment opportunity.

D

Some companies use ______ as internal tools for teams working on a project requiring lots of documentation. a) Facebook pages b) Fan Pages c) Bings d) wikis e) Notebook pages

D

Sonic communicates with its customers through _______, which is the most popular social networking site in the world. a) MySpace b) Twitter c) LinkedIn d) Facebook e) Blogs

D

The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here? a) addressability. b) interactivity. c) accessibility d) connectivity. e) control.

D

The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their a) competitors. b) store environment. c) opponents. d) employees. e) legal representatives.

D

The ability to process orders electronically and increase the speed of communications via the Internet reduces a) customer satisfaction due to lack of human involvement. b) customer satisfaction due to hard-to-navigate websites. c) cognitive dissonance. d) distribution costs. e) customer involvement.

D

Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.

D

Which social networking site asks its members "What are you doing?" a) LinkedIn b) Facebook c) MySpace d) Twitter e) Skyrocket

D

______ are more consumer-driven than traditional media. a) Television commercials b) Radio spots c) Print ads d) Digital media e) Billboard advertisements

D

______ connects customers with marketers as well as other customers. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control

D

______ includes any attempt to intentionally conduct dishonest activities online. a) Racketeering b) Online spam c) Digital identity theft d) Online fraud e) Online bribery

D

______ of online shoppers read ratings and reviews before making a purchasing decision. a) One-fourth b) A third c) Almost half d) Over three-fourths e) Practically all

D

_______ involves the use of digital networks to provide linkages between information providers and users. a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control.

D

__________ are free online publicity that helps the company a) Negative customer reviews b) Company websites c) Anti-company wikis d) Positive customer reviews e) Social technographics

D

A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a) bing b) digital diary c) blog d) podcasting e) wiki

E

A(n) ________ channel provides the opportunity for a marketer to customize promotions. a) accessible b) controlled c) marketing d) linked e) addressable

E

According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail. a) Google b) shopping sites c) video sharing sites d) blogs e) social networking sites

E

As digital communication technologies have advanced, it possible for marketers to a) have more control over their product's positioning. b) have more control over the processing of information. c) have more control over people's perceptions of their business. d) be more selective on news releases regarding their company. e) reach markets that were previously inaccessible.

E

Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website. a) accessible b) controlled c) linked d) addressable e) interactive

E

Consumers are changing ______ and consumption behaviors as a result of emerging technologies. a) their eating habits b) their spending money c) their disposable income d) their shopping partners e) their information searches

E

Dell hosted an online contest for innovative keyboard designs. This is an example of a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing

E

Fan Pages are a _____ way for companies to advertise. a) costly b) ineffective c) difficult d) time-intensive e) inexpensive

E

Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers. a) effective but costly b) unique c) enhanced d) personalized e) inexpensive

E

If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others. a) Creators b) Critics c) Inactives d) Joiners e) Spectators

E

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) focus more on traditional promotions rather than social networking.

E

Of the online user segments in The Social Technographics Profile, the largest group is most countries is a) Creators b) Critics c) Collectors d) Joiners e) Spectators

E

Smart phones and PDAs contain _______ that help consumers access more information about businesses. a) treatments b) digits c) modulars d) actions e) applications

E

The attrition rate for digital media channels is a) nonexistent. b) diminutive. c) low. d) about the same as traditional businesses. e) very high.

E

The fastest-growing group on Facebook is a) teenagers. b) male Millennials. c) female Millennials. d) men aged 55 and over. e) women aged 55 and over.

E

Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of a) addressability. b) interactivity. c) accessibility. d) connectivity. e) control.

E

______ are people who comment on blogs or post ratings and reviews. a) Collectors b) Spectators c) Joiners d) Creators e) Critics

E

______ is a popular photosharing site on the Internet. a) LinkedIn b) Facebook c) MySpace d) Twitter e) Flickr

E

______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets. a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing

E

______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control

E