Chapter 4 Practice Quiz

Marketers who take advantage of the digital marketing capability known as integrated marketing benefit by ________ all promotional activities. a. coordinating b. increasing the sustainability of c. publicizing d. reducing the cost of

a. coordinating

A not-for-profit raising funds for cancer research invites donors to suggest new ideas on its website for fundraising events or concepts. Users can also sign up to receive regular updates about how much the group has raised toward its fundraising target. This not-for-profit is engaged in: a. interactive marketing. b. search marketing. c. social welfare marketing. d. integrated fundraising.

a. interactive marketing.

Digital marketing offers unique opportunities to reach customers. Among them is the opportunity for a business in the United States to easily promote its products to target audiences in Europe and Asia. This reflects the digital marketing benefit known as: a. global personalization. b. digital tooling. c. global reach. d. interactivity.

c. global reach

You log on to Amazon to purchase a new ink cartridge for your printer. You notice that Amazon has a "recommended for you" section on the website based on past purchases and searches. This is an example of _____, an advantage of online shopping. a. competitive price b. access and convenience c. personalized service d. privacy protection

c. personalized service

Rafael was planning a trip to Las Vegas for his best friend's bachelor party weekend and was using Hotels.com to research lodging options. While he was shopping on Hotels.com, he was also offered the opportunity to view listings on Expedia.com and Trivago.com. Rafael clicked on a few selections and then could identify the most competitive rate options across the various websites. This highlights the _____ advantage of online shopping. a. personalized service b. security c. access and convenience d. competitive price

d. competitive price