Marketing Chapter 10

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

online fraud

Which of the following Social Technographics segment is increasingly important to online marketers as a conduit for addressing consumers directly? a. spectators b. critics c. collectors d. creators e. joiners

creators

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

personal information

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

physical stores and an online shopping site

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. social network b. blog c. media-sharing site d. mobile marketing e. virtual gaming site

social network

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

to treat it like a traditional marketing channel

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases inefficiencies throughout the marketing channel. b. It reduces costs throughout the marketing channel. c. It increases speed throughout the marketing channel. d. It reduces redundancies throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

It increases inefficiencies throughout the marketing channel.

Which of the following is NOT a way that consumers rationalize pirating software, games, and movies online? a. They are influenced by friends and family who engage in piracy and swap digital content. b. They feel they just do not have the money to pay for what they want. c. They worry about getting arrested. 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.

They worry about getting arrested.

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 order status. This is best described as a(n) ___________. a. widget b. podcast c. app d. social media e. website

app

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

consumers' tendencies to trust other consumers over corporations

Anh regularly updates her Facebook page and posts status updates on Instagram and Twitter. She is best described as a(n) ____ with regard to the Social Technographics profiles. a. conversationalist b. creator c. inactive d. joiner e. critic

conversationalist

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

digital marketing

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

electronic marketing

The Internet is viewed as a ____ medium because users determine which material they are going to view. a. push b. pull c. open d. passive e. close

pull

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

share information