Chapter 01 Check Your Understanding: The Digital Marketing Landscape and Foundations

_______ is the ability of a computer to mimic human behaviors. a. RFID (Radio-Frequency IDentification) b. Virtual reality (VR) c. Augmented reality d. Artificial intelligence (AI)

Artificial intelligence (AI)

____ is the change that occurs when new digital technologies and business models affect the value proposition of existing goods and services. a. Artificial intelligence (AI) b. Digital transformation c. Digital disruption d. Cloud computing

Digital disruption

____ can be defined as using any digital technology to facilitate the marketing process, with the end goal of customer interaction, engagement, and measurement. a. Internet advertising b. Digital marketing c. Website promotion d. Cyber marketing

Digital marketing

The internet allows marketers to respond to customers directly by using customer service agents or automated systems, illustrating that the internet fosters which characteristic? a. Immediacy b. Interactivity c. Involvement d. Information-driven

Immediacy

The internet allows marketers to use streaming video, games, and other types of rich media in internet advertising to engage prospective customers, illustrating that the internet fosters which characteristic? a. Immediacy b. Interactivity c. Involvement d. Information-driven

Involvement

_____ combines the real and virtual worlds to produce a new environment in which objects can interact and humans can interact with them. a. Mixed reality b. Virtual reality (VR) c. Augmented reality d. Artificial intelligence (AI)

Mixed reality

____ is most often the result of adding value to the customer purchase, user experience, and superior customer service. a. Retention b. Conversion c. Value growth d. Acquisition

Retention

The internet drives the four types of direct marketing strategies, which are _____. a. identification, acquisition, conversion, and retention b. identification, conversion, development, and retention c. acquisition, conversion, retention, and value growth d. acquisition, expansion, retention, and transformation

acquisition, conversion, retention, and value growth

An enhanced version of reality created by superimposing computer-generated images on top of the user's view of the real world is called _____. a. mixed reality b. virtual reality (VR) c. augmented reality d. artificial intelligence (AI)

augmented reality

All of the following is true about internet usage except _____. a. consumers with some college or a college degree are more likely to use the internet than those without b. it does not vary significantly by gender, ethnicity, or community type c. consumers do more shopping on mobile phones and tablets than from desktop computers d. internet usage varies by age group

consumers do more shopping on mobile phones and tablets than from desktop computers

The internet is considered an interactive channel because _____. a. it offers consumers a way to seek out information without marketer influence b. it can influence user decision making c. consumers can purchase products through websites d. it presents choices based on user actions and allows for response

it presents choices based on user actions and allows for response

The marketing mix that supports direct marketing programs includes all of the following except the ____. a. place b. media used c. creative execution d. offer

place

One of the marketing mix elements that supports direct marketing programs includes the _____ , which has long been recognized as a key element in this environment where the shopping experience and many sensory stimuli are not present. a. creative execution b. service and support c. offer d. media used

service and support

Software as a Service (SaaS) means _____. a. software is updated (serviced) without needing consent from the user b. the software is stored in the cloud and available on a fee-for-use basis c. software is now sold with 24/7 service support from the manufacturer d. software is installed on individual users' computers

the software is stored in the cloud and available on a fee-for-use basis

Direct marketing requires all of the following except _____. a. developing and maintaining a database b. measurable in cost and results c. an organized and planned system of contacts d. using the same type of media

using the same type of media