MKT Chapter 9 practice
Google Analytics is the largest analytics platform available to marketers. The tool facilitates analysis of five types of data: Real-Time, Audience, Acquisition, Behavior, and Conversions. As the marketing manager for a ski resort, it's your job to determine which type of data is best suited to your needs as those needs change during the year. Refer to Scenario 9.2. After ski season ends, a key part of your job is to monitor and compare the success of different marketing tools, like email and social media, in generating the in-bound traffic that will boost next year's business. What type of Google Analytics data would be most likely to provide this information?
Acquisition
A small, local business called Relics, which is a gift shop located in a medium-sized town of 250,000 people, relies on _________, the most popular social networking site in the world to share new product arrivals and encourage consumers to shop at its store.
Internet technology continues to evolve and digital media marketers must constantly adapt to new technologies and changing consumer patterns. Digital media are becoming more sophisticated to reach consumers in more effective ways, but consumers differ in their approach and use of digital media. Marketers must navigate the various technologies such as Google, Facebook, Twitter, Instagram, Pinterest, blogs, and their own websites to provide the appropriate level of content and interaction desired by consumers. In addition, marketers must monitor sites to gather information and "listen" to what consumers are saying about their products and services. Refer to Scenario 9.4. The retail operation Hollister is interested in creating long-term relationships with customers and wants to build greater connectivity between customers and the Hollister brand since they know this can lead to higher levels of store and brand loyalty. Which digital media outlet would be most appropriate for Hollister to utilize?
Janelle Monae, a singer, songwriter, recording artist, and label owner, launched her "Eephus Tour" which features other artists such as Deep Cotton, Jidenna, St. Beauty, and Roman GianArthur. The concerts are free but are invitation-only. Which social networking site would be best for Janelle Monae to publicize these concerts and provide an opportunity to interact with fans?
As director of digital marketing for your firm, you successfully created an effective new website. Now it's time to choose and implement metrics to gauge the site's performance. Which of the following statements about your options is accurate?
KPIs (key performance indicators) should be embedded at the start of a social media strategy.
______ are Internet sites that allow users to share photos, videos, and podcasts.
Media-sharing sites
You have three young cousins aged 6, 13, and 15. Which of them, if any, cannot be legally tracked by marketers without parental permission?
Only the 15-year-old can be legally tracked.
When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages.
True
You are in charge of digital marketing for a pet supply store that's divided into pet-specific sections for dogs, cats, birds, and so on. Your primary target market is millennials. Because this demographic group is comfortable with leading-edge technology, you plan to introduce an app that will offer buyers special promotions based on which section of the store they visit. For example, someone shopping in the cat section might receive a half-off coupon for large bags of kitty litter. The term used for this type of technology is:
beacon
Bremer Jewelry store has five locations in a regional market of about 1 million customers and considers itself to be an innovator in the use of _____ to communicate with customers via its company website, Facebook, Twitter, and blog.
digital marketing
The use of digital media, including the Internet and mobile and interactive channels to develop communication and exchanges with customers is
digital marketing
Wilson Sporting Goods serves its regional market with equipment and uniforms for Little League, junior high, and high school athletic teams. They have embraced new technology and consider themselves innovators in the use of _____ to communicate with their customers via its company website, Facebook, Twitter, and blog.
digital marketing
Sound Systems is a custom installation and distributor for high-end stereo systems for the home or automobile. Sound Systems utilizes _______ that functions using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.
digital media
Today's consumer is changing their information searches and consumption behaviors to fit with emerging technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and also owns a farm-to-table restaurant. The restaurant is implementing _______ that functions using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activity.
digital media
Firms who adopt e-marketing strategies must consider making changes to its marketing mix variables. Which aspect of the marketing mix would relate to the ability to process orders electronically, reduce inefficiencies, costs, and redundancies while simultaneously increasing speed throughout the marketing channel?
distribution
The ability to process orders electronically and increase the speed of communications via the Internet reduces ______________.
distribution costs
What term is used to refer to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
e-marketing
_______ are software programs that run on mobile devices and give users access to certain content and often provide convenience and cost savings to the customer.
Applications or apps
Google Analytics is the largest analytics platform available to marketers. The tool facilitates analysis of five types of data: Real-Time, Audience, Acquisition, Behavior, and Conversions. As the marketing manager for a ski resort, it's your job to determine which type of data is best suited to your needs as those needs change during the year. Refer to Scenario 9.2. During ski season, it's important for you to understand the demographic characteristics of people who are staying at the resort. Which type of Google Analytics data would be most likely to provide this information?
Audience
Google Analytics is the largest analytics platform available to marketers. The tool facilitates analysis of five types of data: Real-Time, Audience, Acquisition, Behavior, and Conversions. As the marketing manager for a ski resort, it's your job to determine which type of data is best suited to your needs as those needs change during the year. Refer to Scenario 9.2. Throughout the year, you want to ensure that the ski-related content on your website is fresh and informative enough to encourage prospective skier interactions. You also need to monitor the site's functionality, including its speed and key features like landing and exit pages. Which type of Google Analytics data would be most likely to provide this information?
Behavior
Digital media gives consumers more control over price. This gives them a significant advantage. In order to compete, what must many companies do so consumers focus on attributes other than price?
Differentiate their products.
_________ are defined as electronic media that function using digital codes.
Digital media
Station 220 is a restaurant that is hosting a grand opening celebration in the next few days. They would like to create relationships with customers and potential customers and keep people updated on the activities and menu items. They would like to post photos and give people an opportunity to interact with the restaurant, its owners, and other customers. Which social networking site would be most useful for Station 220 to use?
Connectivity refers to a customer's ability to regulate the information that is viewed
False
Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors.
False
Digital marketing is a term used for any electronic media that functions using digital codes.
False
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online.
Federal Trade Commission
One of the most significant privacy issues involves the use of personal information that companies collect from website visitors in their efforts to foster long-term relationships with customers. Due to consumer concerns about privacy, the _______ is considering developing regulations that would protect consumer privacy by limiting the amount of information that marketers can gather online.
Federal Trade Commission
An online marketer of crackers labeled "gluten free" is exposed by a public health organization for making false claims on its website. When an independent lab tested the company's products, they were found to contain over ten percent wheat and other grains that cannot be disgested by consumers who are gluten-intolerant. The public health group sued the company for untruthful and deceptive advertising. Which of the following assertions was most likely made by the public health organization's lawyer?
Federal Trade Commission rules for online advertising are the same as for any traditional form of communication or advertising.
One of the popular photo-sharing sites that allow users to upload and share their photos with the world is called
Flickr.
Which of the following statements is true about e-marketing and the marketing mix?
In some cases, companies will only offer certain products via digital media, including the Internet.
The Lazy 6 Ranch is a dude ranch in Central Montana and enjoys using ______ to share images of the landscape, horses, guests, and special events that occur at the ranch via the Internet. The Lazy 6 Ranch also encourages visitors to share their photos and enjoys the opportunity to communicate with people around the world about the beauty of Montana and the pleasure of enjoying a vacation at the Lazy 6 Ranch.
The T-shirt House creates customized, screen-printed shirts for a variety of customers such as organizations, companies, and schools and began utilizing e-marketing by creating a website and Facebook page. The T-shirt House simply modified their newspaper advertising and Yellow Pages ads for the digital space when they first began to use e-marketing, but their efforts were not effective. Which of the following could explain why the T-shirt House's website and Facebook page efforts failed?
They treated digital marketing like a traditional marketing channel
Digital online media marketing facilitates both price and non-price competition
True
Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications.
True
Internal digital media tools are good for teams working on a project requiring lots of documentation.
True
Justine gets upset when she sees negative online reviews of her restaurant, so she makes a point of ignoring them. She is surprised when a digital marketing expert tells her this is a mistake. The expert gives her all of the following reasons except:
While ratings do not influence shopping purchases, they are important in generating word of mouth.
A restaurant obtains rave reviews from a celebrity chef by providing free meals to him and his staff. Must the restaurant disclose this non-monetary compensation? Why or why not?
Yes, because the Federal Trade Commission requires disclosure of any type or level of compensation.
he Pawn Stars is a popular television show airing on the History Channel and features an interesting cast of characters and real-life consumers who visit the pawn shop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence such as a website where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address so the Pawn Stars can provide updates about upcoming shows or games. Refer to Scenario 9.3. Visitors to the Pawn Stars website can access a wealth of information about the show, its major characters, and items that are available for sale. The History Channel and the Pawn Stars marketing team can also glean a wealth of information about the consumers who visit the Pawn Stars website such as their interests and geographic location. This is an example of the ______ characteristic of online media.
accessibility
The online media characteristic that enables marketers to obtain digital information is called
accessibility.
Amazon is considered one of the best digital marketers and is known for establishing relationships with customers. They typically ask website visitors to register and opt-in to receiving e-mail communication and other offers. Thus, Amazon is able to identify visitors to their site before they make a purchase. Amazon is utilizing the _______ feature of online media.
addressability
JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing ___________.
addressability
The Pawn Stars is a popular television show airing on the History Channel and features an interesting cast of characters and real-life consumers who visit the pawn shop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence such as a website where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address so the Pawn Stars can provide updates about upcoming shows or games. Refer to Scenario 9.3. The Pawn Stars website asks visitors to register using Facebook or with their e-mail address. This is an example of the ______ characteristic of online media.
addressability
In what ways is digital or online media distinct from traditional marketing strategies?
addressability, interactivity, accessibility, connectivity, and control
The characteristic of online media that is defined as the ability of the marketer to identify customers before they make a purchase is called
addressability.
Internet technology continues to evolve and digital media marketers must constantly adapt to new technologies and changing consumer patterns. Digital media are becoming more sophisticated to reach consumers in more effective ways, but consumers differ in their approach and use of digital media. Marketers must navigate the various technologies such as Google, Facebook, Twitter, Instagram, Pinterest, blogs, and their own websites to provide the appropriate level of content and interaction desired by consumers. In addition, marketers must monitor sites to gather information and "listen" to what consumers are saying about their products and services. Refer to Scenario 9.4. Doritos has capitalized upon a recent trend in video marketing through the use of _______ whereby individuals submit a 15- or 30-second commercial featuring the Doritos product, and the winning submission is aired during the Super Bowl.
amateur filmmakers
Kohl's created a(n )______ that consumers can download to their smartphones and has grown their user base to over 1 million monthly users. Once consumers begin using the technology, they can track their rewards and also receive awards. The technology is also linked to the company's loyalty program, Yes2You.
application or app
Smartphone users often download ______ that enable consumers to access additional information about companies and may offer convenience and cost savings offers.
applications
Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an) _____________.
blog
Shannon Griffin owns a fishing and outdoor specialty store in southern Louisiana and caters to locals and tourists who want to spend time fishing, kayaking, or biking. In addition to her website and Facebook presence, she writes a _______ where she can share her personal perspective about life on the bayous, photos, and recipes. She enjoys the opportunity to interact with other Internet users.
blog
Web-based journals where writers can editorialize and interact with other Internet users are called ______, which can lead to sales of a product or service if a positive review is posted.
blogs
Web-based journals utilized by writers who can editorialize and interact with other Internet users are known as
blogs.
As a digital marketer for a tennis racket company, you were asked to choose two online metrics to evaluate the performance of the firm's social media marketing efforts. One of the metrics you chose was click-through rate, which determines the percentage of consumers who click on your "Best New Courts" link. You also chose a metric that relates consumers' feelings about how the product enhances their tennis game.
both quantitative and qualitative
Kohl's is a traditional retail store but is devoting more attention to online sales and attempting to generate a greater proportion of business through the Internet. The retailer is characterized as a _____ retailer for maintaining both a traditional retail store and online presence.
bricks-and-clicks
he Pawn Stars is a popular television show airing on the History Channel and features an interesting cast of characters and real-life consumers who visit the pawn shop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence such as a website where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address so the Pawn Stars can provide updates about upcoming shows or games. Refer to Scenario 9.3. If the Pawn Stars website provided the opportunity for website visitors to create a character, comic, or meme of the Pawn Stars celebrities and allows others to view or comment on the creation, the ______ characteristic of online media would be implemented.
connectivity
Online media allow both consumers and businesses to be linked to each other as well as consumers to engage with other consumers. This online media characteristic is called
connectivity.
The characteristic of online media that provides the ability of consumers to be linked with marketers along with other consumers is called
connectivity.
Digital and e-marketing have created exciting opportunities for marketers; however, it is essential to recognize that social media are more _________ than traditional media.
consumer-driven
One trend that has caused consumer-generated information to gain importance is _____
consumers' tendencies to trust other consumers over corporations
A trend that led consumer-generated information to increase in importance is
consumers' tendencies to trust other consumers over corporations.
In response to digital marketing strategies, consumers are changing their information searches and _______ to fit with the emerging technologies and trends.
consumption behaviors
Companies such as ULTA Beauty often utilize sweepstakes and games to generate customer visits to the website. However, the _______ characteristic of online media ensures that customers have the ability to select which websites they visit and how they wish to engage with the marketer.
control
Rocky enjoys shopping for cars and likes to browse eBay Motors. He appreciates the capability that eBay offers to filter the search by specific terms such as brand of vehicle, make or model, number of miles, type of seller, transmission, and color. He can easily and simply reduce the number of vehicles that appear in the search by using these simple filtering requests. eBay Motors is taking advantage of _____, one of the characteristics of online media.
control
The Pawn Stars is a popular television show airing on the History Channel and features an interesting cast of characters and real-life consumers who visit the pawn shop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence such as a website where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address so the Pawn Stars can provide updates about upcoming shows or games. Refer to Scenario 9.3. Individuals who access the Pawn Stars website have the ability to regulate the information they view as well as the rate and exposure to that information. This characteristic is called
control
The ability of consumers to regulate the information they access as well as the rate and exposure to information is called the _______ characteristic of online media.
control
As the supervisor for your marketing department's summer intern, you have made a point of explaining to her the different activities involved in social media monitoring. But you suspect she hasn't paid attention. When she writes a memo that is supposed to summarize this topic, she erroneously includes _________ as a social media monitoring activity.
estimating
New information technologies such as social media represent a tremendous opportunity because they ______________ while significantly ______________.
facilitate communications; reducing costs
One of the limitations related to the increased acceptance and use of digital media is that some of the marketer's control over dispensing content has been placed
in the hands of the consumer.
Which of the following is one of the trends that led consumer-generated information to increase in importance?
increased tendency of consumers to publish their own thoughts, opinions, and product reviews
You have just opened your new yoga studio, a lifelong ambition. The website reflects your passion, offering photos, instructional videos, inspirational sayings, and links to related resources along with your class schedules and dates. Now you need to nail down your social media strategy: in particular, its specific objectives and the metrics that you'll use to measure performance. Refer to Scenario 9.1. You decided to pay a highly regarded yoga expert to blog about your studio. She charged a hefty fee for her endorsement, so you're anxious to confirm good results from this expenditure. This means you want to measure ___________ by using an appropriate measure like _________ or ___________.
influence, links, purchase consideration
Ralph is a popular travel blogger with thousands of online fans. He regularly shares his opinions about different cruise lines. From the perspective of the cruise industry, Ralph is likely to be seen as a valuable:
influencer
An ethical and legal issue important to companies, recording artists, and writers' concerns ______, the copyrighted or trademarked ideas and creative materials developed to solve problems, carry out applications, and educate and entertain others.
intellectual property
Many company websites such as Frito Lay's website enable customers to communicate directly to the company about their wants and needs. Frito Lay is utilizing the _______ characteristic of online media
interactivity
The Pawn Stars is a popular television show airing on the History Channel and features an interesting cast of characters and real-life consumers who visit the pawn shop with the hopes of selling their items and negotiating a fair trade with the owners or employees. The show has become so popular that the History Channel has created a special digital marketing presence such as a website where fans can purchase t-shirts and other memorabilia from the store as well as items for sale in the store. The website also asks visitors to register with Facebook or provide an e-mail address so the Pawn Stars can provide updates about upcoming shows or games. Refer to Scenario 9.3. Although the Pawn Stars website offers many types of content to visitors, it does not provide ______, which is the ability of customers to directly express their needs and wants to the Pawn Stars or History Channel in response to its marketing communications.
interactivity
Trip Advisor is a social networking site where users can post reviews of venues such as restaurants, entertainment, hotels, and other tourism-related sites. Recently, the Hilton Hotel in downtown Chicago was reviewing its Trip Advisor posts and noticed that several recent guests had given negative reviews related to their stay. The manager of the Hilton Hotel used the Trip Advisor forum to apologize to the guests and stated that the hotel would make improvements and appreciated the feedback. This example relates to the ______ characteristic of online media.
interactivity
The online media characteristic that allows customers to express their needs and wants directly to the firm in response to its marketing communications is known as
interactivity.
You have just opened your new yoga studio, a lifelong ambition. The website reflects your passion, offering photos, instructional videos, inspirational sayings, and links to related resources along with your class schedules and dates. Now you need to nail down your social media strategy: in particular, its specific objectives and the metrics that you'll use to measure performance. Refer to Scenario 9.1. There are many other yoga studios near yours, so achieving influence among well-known practitioners will be essential to your success. You want to use a quantitative measure of performance toward this goal. Which of the following quantitative metrics would be most appropriate for measuring influence?
likelihood to recommend
The Internet is changing the way marketers communicate and develop relationships. Walmart has been an early adopter of various technologies which it leverages to create competitive advantages. Walmart is utilizing e-marketing and one of the benefits is that
marketers and customers can share information.
Many businesses and organizations such as Kohl's believe that Facebook
offers a way to market their products, interact with consumers, and take advantage of free publicity.
Best Buy has been more effective than many other electronics retailers at staving off online competition. The company offers consistent product assortments and pricing both on its website and at its physical locations. Customers are encouraged to research options online, then visit a Best Buy store to try different brands and make, or pick up, a purchase. Best Buy's distribution approach illustrates the trend toward:
omni-channel retailing
Any attempt to conduct dishonest activities online is called
online fraud
You have just opened your new yoga studio, a lifelong ambition. The website reflects your passion, offering photos, instructional videos, inspirational sayings, and links to related resources along with your class schedules and dates. Now you need to nail down your social media strategy: in particular, its specific objectives and the metrics that you'll use to measure performance. Refer to Scenario 9.1. Although many of your friends are fellow yoga enthusiasts, your immediate circle will not provide adequate exposure in the market. You must depend on social media to achieve this objective. Which of the following metrics would be most appropriate for measuring exposure?
page visits
Radio and television networks like CNBC, NPR, and PBS are creating _____ of their shows to profit from a growing trend where consumers are downloading audio or video files from the Internet to listening devices or personal computers
podcasts
Audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers are called
podcasts.
The marketing mix variable that is related to perceptions of value and is the most flexible element of the marketing mix is
price.
Due to the advancement of the Internet and digital communication technologies, marketers have benefitted by
targeting markets more precisely and reaching markets previously inaccessible to them.
Amazon is a known innovator in the e-marketing industry and developed proprietary software that enabled the company to offer product suggestions to customers based on their purchase history. For example, if an Amazon customer enjoyed reading fantasy books, such as the Harry Potter series, the computer algorithm would suggest other titles that consumers like them had purchased, such as Percy Jackson and the Olympians or The Hunger Games. However, some consumers are concerned about their _______ since Amazon collects information from website visitors in their efforts to create long-term relationships and generate revenue.
privacy
Bill's Restaurant is a small, upscale restaurant located in Owensboro, Kentucky, and is owned and managed by the chef, Bill. Bill is an adventurous chef with over 30 years in the restaurant business. Bill's menu changes daily, and he enjoys the opportunity to source local products as well as take advantage of overnight shipping of fresh fish from Hawaii or other exotic locations. Bill has begun using his Facebook page to alert followers to the daily menu and encourages them to visit for lunch or dinner. Which element of the marketing mix is Bill manipulating to generate revenue for the restaurant?
promotion
Web advertisers are trying to engage in self-regulation so regulators do not develop additional regulation to _______
protect user privacy
The Internet is often called a _________ medium because users determine which websites they are going to view.
pull
The term ______ medium is utilized to refer to the Internet since users determine which websites they are going to view while the marketer has only limited ability to control the content to which users are exposed.
pull
When cybercriminals hacked into the customer-data computer files of retail giant Target, an estimated 70,000 shoppers were placed at risk of credit theft and identity fraud. However, the crime could have been even worse. The Target case did not involve the type of cybersecurity issue considered by the Federal Trade Commission as the most challenging. This type is:
ransomware
Dick's Sporting Goods uses ________ marketing through Facebook to help consumers feel more connected to their products and more loyal to their firm.
relationship
IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct video contests, and generally find out the customers' likes and dislikes. IHOP, in this example, is engaging in ____ marketing.
relationship
You have just opened your new yoga studio, a lifelong ambition. The website reflects your passion, offering photos, instructional videos, inspirational sayings, and links to related resources along with your class schedules and dates. Now you need to nail down your social media strategy: in particular, its specific objectives and the metrics that you'll use to measure performance. Refer to Scenario 9.1. In order to build the business, you need a steady increase in the impact of your social media marketing. As an example, you hope to achieve a high rate of conversions from site visitors to purchasers. A social media marketing expert has advised you to also consider qualitative metrics, which can add a helpful perspective to quantitative metrics like conversion rate. Which of the following qualitative metrics would be most appropriate for measuring impact?
satisfaction and loyalty
McClellan Architects is a residential architectural firm located in Seattle, Washington, and provides design/build services for clients around the country. Through the use of the ________ Houzz, McClellan Architects can post pictures of its portfolio including recent projects from design to completion, answer questions posed by users such as building materials or furnishings, and enable users to interact with the firm as well as other members of Houzz.
social network
Mitch is a member of the website Lotus Talk, where Lotus owners can create a profile and interact with other users, post information, and engage in other forms of web-based communication. Lotus Notes is an example of a
social network.
Cabi is a line of women's fashion clothing based in California and learns about its customers and their environment in a variety of ways. One method utilized by Cabi is to encourage customers to post pictures of them wearing the clothes to Facebook or Instagram using the hashtag #cabi. Cabi is utilizing information gained through
social networks.
A type of software that creates an interface that enables users to add or edit the content of some types of websites is known as a(n)
wiki.
A type of software that creates an interface that enables users to add or edit the content of some websites is also utilized by companies as internal tools for teams working on projects requiring a lot of documentation. This type of software is called a(n)
wiki.
