Chapter 13 1301
It is important for businesses that are considering podcasting to recognize that most podcast users are between _____ years of age.
18 and 34
What percentage of consumers say that social media has some influence on their purchasing decisions?
30%
Approximately what percentage of the world's population now uses the Internet?
40%
The increase in social networking around the world is growing. It is now estimated that today's adults spend ______ on Facebook alone.
42
Why is it essential for businesses to incorporate digital media in their strategy to increase market share and conduct business?
A large portion of the population uses the Internet and the number is growing.
Which person is engaging in user-generated content?
After Devlin purchased a pair of bluetooth earbuds, he posted a product review on Facebook.
Multimedia messages
Allows companies to send video, audio, photos, and other types of media over mobile devices
Conversions
Allows users to set goals and objectives to monitor web conversions, like signing up for an e-mail newsletter or completing a purchase
Joiners
Allows you to evaluate your site's content by seeing how visitors interact with your content by monitoring landing pages, exit pages, site speed, bounce rate, and more
Because it is taking on department stores and big box stores, which online retailer has completely transformed the way many people shop?
Amazon
This is a virtual peer-to-peer currency that can be used to make a payment via smartphone.
Bitcoin
Which feature of Facebook allows companies to develop an advertisement quickly from a post on their timelines, select the people they would like the advertisement to target and select the budget they want to spend?
Boosted posts
Location-based networks
Built for mobile devices One of the most popular is Foursquare, which lets users check in and share their location with others
Which of the following users does LinkedIn target the most?
Business professionals
Which two of the following are regarded as the most important feature of apps?
Cost savings for users Convenience for users
The term to describe when marketers use digital media to find out the opinions or needs of a crowd is
Crowdsourcing
Because it is fast and inexpensive________________communication is making it easier for businesses to conduct marketing research, provide and obtain price and product information, and advertise, as well as to fulfill their business goals by selling goods and services online.
Digital
When businesses develop communication exchanges with customers by using digital media, including the Internet and mobile and interactive channels, it is engaged in______________marketing.
Digital
Through _____ consumers can learn about everything they consume and use in their lives, ask questions, voice complaints, indicate preferences, and otherwise communicate about their needs and desires.
Digital media
In what way does E-business differ from traditional business activities?
E-business goals are carried out through the use of the Internet.
Mahie tried a new Indian restaurant in town and was pleased with both the quality of the food and the service she received. She decided to post a review on Yelp to share her thoughts of the restaurant. This is a type of ______ media.
Earned
Which of the following websites compares benefits and prices about travel thus competing on price?
Expedia.com
True or false: The FTC has different rules for online marketing than for any other form of communication or advertising.
False
As they apply to marketing research, social networking sites such as Twitter and Facebook can be good substitutes ___________groups.
Focus
Any attempt to purposely deceive someone online is referred to as online
Fraud
What is the largest analytics platform monitor currently in use?
Google Analytics
Owned media
Includes a firm's own website and its social media sites such as Facebook and LinkedIn
Earned media
Includes digital word-of-mouth posts and interactions by consumers about a product or a firm
Paid media
Includes print and broadcast media as well as paid advertising on social networks
_______ property includes ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.
Intellectual
Which of the following are true about Internet markets and e-business strategies?
Internet markets are more similar to traditional markets than they are different
Online surveys can offer a good alternative to which of the following when gathering marketing research?
Interviews
What benefit does digital media bring to the price element of the marketing mix?
It allows discounts and other promotions to be quickly communicated.
Select from the following the four items that describe Twitter as a social networking site
It asks users one simple question: "What's happening?" It is being used by companies to gain a competitive advantage. It s a hybrid of a social networking site and a micro-blogging site. It originally allowed posts to have up to 140 characters.
Select all the ways social media can support a firm's marketing objectives.
It can help firms understand the social and economic environment. It can help build campaigns that generate brand advocates. It can be used to monitor target market competitors.
Select three ways in which digital marketing differs from conventional marketing techniques.
It helps marketers identify new target markets more easily. It allows for faster, more interactive communication. It provides a way for marketers to utilize new ways to communicate with customers.
Which of the following is NOT a characteristic of electronic order processing?
It increases redundancy.
Mobile applications
Known as apps, these are software programs that run on mobile devices and give users access to certain content
80 percent of B2B marketers say ______ is an effective business lead generator.
Real time
Live data updates allow you to see pageviews, top social traffic, top referrals, top keywords, top active pages, and top locations as they happen
Acquisition
Monitors in-bound traffic allowing you to compare traffic from search, referrals, e-mail, and social media
How has digital media and the advent of online shopping affected the retail landscape?
Online shopping has led to the closing of many brick-and-mortar stores.
Which of the following statements is TRUE regarding consumer shopping habits?
People spend less time shopping in brick-and-mortar stores because they have researched their items online first.
Which site combines photo sharing with elements of bookmarking and social networking?
Which of the following is described as an audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers?
Podcast
_____, which is the creation of relationships that mutually benefit the marketing business and the customer is enhanced with the use of social networks.
Relationship marketing
SMS messages
Text messages of 160 words or less An effective way to send coupons to prospective customers
Connectivity
The ability for consumers to be CONNECTED with marketers along with other consumers
Accessibility
The ability for marketers to OBTAIN digital information
Interactivity
The ability of customers to EXPRESS their needs and wants directly to the firm in response to its marketing communications
Addressability
The ability of the marketer to IDENTIFY customers before they make a purchase Ex. An online retailer installs cookies on a user's computer so it can identify the user when he or she returns to the website.
Control
The customer's ability to REGULATE the information they view as well as the rate and exposure to that information Ex. A customer uses Kayak to discover the best travel deals.
which statement is accurate regarding the adoption of digital media by businesses?
There is often a gap between technical knowledge in developing sites and digital marketing strategies.
Audience
These reports provide insight into demographics, interested, geography, behavior, mobile use, and more These reports provide insight into demographics, interested, geography, behavior, mobile use, and more
When should key performance indicators be used in a social media strategy?
They should be set forth at the beginning of a campaign to allow for almost real-time measurement and evaluation
Which of the following is an example of a crowdsourcing community?
Threadless
Which blogging site has been called the "ground zero of the viral Internet"?
Tumblr
Behavior
Use RSS feeds. Add tags to web pages or photos. "Vote" for websites online
______ content relates to consumers who create, converse, rate, collect, join, or simply read online materials.
User-generated
_____ occurs when one click can send a message to dozens or hundreds of people simultaneously.
Viral marketing
Mobile advertisements
Visual advertisements that appear on mobile devices Companies might choose to advertise through search engines, websites, or even games accessed on mobile devices
Small bits of software on a website, desktop, or mobile device that perform a simple purpose, such as providing stock quotes or blog updates are called
Widgets
_____ downloaded to a user's desktop can update the user on the latest company or product information, enhancing relationship marketing between companies and their fans.
Widgets
Which two statements regarding wikis are true?
Wikis are websites that can be added to or edited. Wikipedia maintains some topics that are off-limits for editing by the general population.
Pinterest users use "pins" to create _____ that deal with their interests.
boards
Posting comments, reviews, and messages is an important part of the digital media equation and is known as ______.
consumer feedback
Successful digital marketing strategies will focus on ______. Multiple choice question.
creating products that customers need or want
Digital media is defined as ______.
electronic media that function using digital codes
Marketers who conduct marketing research online have found that it is ______.
fast and inexpensive
Happy Pets operates both traditional stores and an online shopping site. The retailer offers the same product assortment at both channels so customers can research products online and buy them there or at its stores. It also offers in-store digital kiosks and an app that allows shoppers to order products and receive coupons. This effort to seamlessly integrate all of its retail spaces is an example of ______. Multiple choice question.
omni-channel retailing
Retailers that offer a seamless experience on their mobile, desktop, or traditional retail spaces are engaged in ______.
omni-channel retailing
Google Wallet and Apple Pay are mobile apps used by consumers to ______.
pay for purchases
PayPal, AOL, and the FDIC have all been victims of _____, which involves counterfeiters creating fake websites and sending out e-mail directing victims to it.
phishing
One way to tackle credit card fraud online is through the use of ______.
pin numbers
As social networks evolve, both marketers and the owners of social networking sites are realizing the opportunities such networks offer. As a result, marketers have begun investigating and experimenting using social networks for which marketing mix element?
promotion
Whether it's increasing brand awareness, connecting with customers, or taking advantage of social networks, one of the best ways businesses can utilize digital media is by using it for the ______ element of the marketing mix.
promotion
What two factors have given rise to consumer-generated information?
the increase in consumers' tendencies to trust other consumers over corporations the increase in consumers publishing their own thoughts and opinions through blogs or digital media
With regard to product considerations, all of the following apply to digital marketers EXCEPT ______.
they need to stick to one product or idea rather than adapt to customer preferences
True or false: The Internet has offered businesses the opportunity to target markets more precisely.
true
Mobile websites
websites designed for mobile devices
