MKT Chapter 9

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

a. electronic marketing

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

b. online fraud

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

b. pull

Which of the following is NOT a way that consumers rationalize pirating software, games, and movies online? a. They feel they just do not have the money to pay for what they want. b. They are excited by the thrill of getting away with it and the slim risk of consequences. c. They are influenced by friends and family who engage in piracy and swap digital content. d. They worry about getting arrested. e. They think they are smarter than others.

d. They worry about getting arrested.

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

d. digital marketing

When retailers go to great lengths to create physical settings that appeal to their target market and are conducive to making purchase decisions, they are attempting to shape which of the following influences on consumer buying behavior? a. enduring b. psychological c. cultural d. situational e. social

d. situational

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

e. share information

Which of the following is the percentage of consumers that clicked on a link of a site? a. Click-through rate b. Google analytics c. Real-time analytics d. Conversions e. Key performance indicator

a. Click-through rate

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

a. personal information

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

a. physical stores and an online shopping site

Which of the following influences on the consumer buying decision process result from time, circumstances, and location? a. situational b. cultural c. psychological d. subcultural e. social

a. situational

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 traditional marketing channel b. to treat it like a disruptive innovation c. to adopt an undifferentiated marketing strategy d. to fail to engage in social networks e. to use all social networks regardless of target markets

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

b. It increases inefficiencies throughout the marketing channel.