Chapter 10 Assignment

Scenario 10.1 Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Suppose Sampson decides to develop a web-based journal in which writers can editorialize and interact with other internet users. This would be an example of a _______.

BLOG

_____________________ on the internet involves a push-pull dynamic: The firm that provides a product will push to get that product in front of the consumer, while at the same time connectivity aids those channel members that desire to find each other.

Distribution

Britney has her own blog and is constantly writing new content. When her readers give her positive feedback on a post, she will create more content that is similar. The positive sentiment is an example of quantitative feedback.

FALSE

Key performance indicators (KPIs) should be embedded at the end of a social media strategy.

FALSE

Due to concerns about dishonest advertising, the ___________________requires social media influencers to clearly disclose any connection they have with brands they promote.

Federal Trade Commisssion (FTC)

How has the constant sophistication of technology impacted the product part of the marketing mix?

It is requiring companies to continually upgrade their propducts

Scenario 10.1 Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Barry decides at the start of his social media efforts to track the amount of clicks his posts receive as a way to measure his success. Click-through rate (CTR) is an example of a(n) _______.

Key Performance Indicator (KPI)

Digital media involves the strategic process of distributing, promoting, and pricing products, and discovering the desires of online customers.

TRUE

E-marketing and digital marketing are often used interchangeably, but the terms do differ.

TRUE

The majority of people who access Facebook now do so through their mobile phones.

TRUE

Suppose Lonely Planet, a travel guide book publisher, launched a small bit of software users could download to their computer. This software would provide continual news updates about Lonely Planet activities and link users directly to the company's homepage. This is most likely which of the following?

Widget

Scenario 10.1 Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. Suppose Sampson develops a short informational video describing the harmful side effects of the drug and the lawsuit. He wants to make sure to put it on a video sharing site that will reach as many people as possible. He should therefore probably upload it on

YouTube

Scenario 10.3 Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. If Jeff were to have cookies installed on the users' computers, they would be able to detect when the user revisits the site. This demonstrates which of the following characteristics of digital marketing?

addresability

Scenario 10.2 Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. This ability Michelle has to communicate with other consumers and the company through this online forum is an example of what characteristic?

connectivity

Consumers tend to view which of the following behaviors as less ethically acceptable regarding illegally downloading protected content from the internet?

downloading for personal gain

Scenario 10.1 Sampson works in marketing at a law firm. Recently, he has turned to social media to try and solicit new clients. There has been a class-action lawsuit his company is working on that involves harmful side effects from a well-known medication. It was discovered that this medication caused potential heart defects. Sampson has been using social media channels to inform users who may have suffered from taking this medication about the lawsuit and how his company is the best firm to represent them. He even created a website specially dedicated to the case and encourages users to ask questions. Refer to Scenario 10.1. On the website, Sampson encourages users to ask questions and provide their input. He also provides contact information for his firm if users would like it to represent them. Sampson actively monitors the site so he can immediately answer questions or comments that internet users pose. He wants users to feel comfortable expressing their needs directly. This involves which characteristic of digital marketing?

interactivity

Scenario 10.3 Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the Internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Jeff discovers most of his firm's website visitors from the new foreign market originate from search engines like Google and Bing. What should Jeff do to attract more of these customers?

optimize the firm's website for search using highly trafficked keywords

Scenario 10.3 Jeff works for a firm that wants to use digital networking sites such as Facebook, blogs, review sites, and more to target consumers on a global scale. Recently, his firm has expanded into a new foreign market. Jeff has looked at the market and has found that the majority of the population is active on the internet but are spectators. He is looking for the least expensive way to target these customers. Refer to Scenario 10.3. Suppose Jeff wants to attract more users to his company's products. He decides to do two things. First, he develops an online contest and posts it on the corporate blog and Facebook page. He believes the contest will encourage consumers in that country to spread the word. Secondly, he would like to offer them a temporary discount on products purchased within the next week. Jeff is focusing on the _______ and _______ aspects of the e-marketing mix.

promotion; price

E-Marketing

refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing

What is probably the best way for consumers to combat fraudulent activities?

refrain from giving out personal information unless the site is legit

Scenario 10.2 Michelle loves to participate in online forums. She enjoys interacting with other people. She recently joined an online community hosted by a company. Michelle loves the company's products and often reads other people's posts. Recently, somebody posted a negative review of a new product on the forum. A representative immediately responded. The representative apologized for the problem and said the firm would reimburse the angry customer. Refer to Scenario 10.2. The company created the Facebook group to encourage its customers to share their positive experiences with the community. The company is most likely attempting to influence what metric?

sentiment

Which of the following would be an example of digital media that marketers can use for promotional purposes?

smart watch

Why must online marketers use differentiation to distinguish their products from competitors—even more so than they might have to do with more traditional marketing channels?

the consumer now has unprecedented access to online pricing information, so differentiation is necessary to remain competitive

Amazon has opened a physical bookstore. What is one benefit that a physical store offers to marketers that online stores might not?

they allow marketers to observe customers interacting with products

What are web advertisers attempting to do in order to prevent regulation that would limit the information they can collect on users?

they are attempting to engage in self-regulation