MKTG 409 Ch 10

The internet can be referred to as a ____ medium because users determine which websites they are going to view. a. interactive b. connected c. pull d. push e. selective

c. pull

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their spending money b. their eating habits c. their information searches d. their shopping partners e. their disposable income

c. their information searches

Tim maintains a popular blog that highlights restaurants in the Minneapolis area. Tim provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tim could help it in promoting its new location. Not only does Tim have a lot of people following his blog posts, but the restaurant knows that Tim is highly trusted. What is the best way for the restaurant to make use of Tim's influence in its promotional strategy? a. Invite Tim to write a review of its food. b. Send Tim photos of restaurant meal specials. c. Send Tim a press release describing the new location. d. Send Tim a Facebook message asking him to "like" the restaurant. e. Ask Tim to post updates on the restaurant's website.

a. Invite Tim to write a review of its food.

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. a. bulletin-board site b. blog c. wiki d. media-sharing site e. podcast

a. bulletin-board site

Pottery Barn uses ____ to display snapshots of company events, staff, and products. a. Instagram b. wikis c. Twitter d. YouTube e. blogs

a. Instagram

One of the most important benefits of e-marketing is the ability of marketers and a. customers to share information. b. government regulators to share information. c. customers to obtain digital information. d. vendors to share resources. e. competitors to share information.

a. customers to share information.

Samsung provides users with the chance to download a weather ______________ onto its Galaxy S8 smartphone. Once downloaded, users can see current conditions, a local radar, a ten-day forecast, and tropical weather information if relevant. a. widget b. mobile site c. social network d. virtual reality e. podcast

a. widget

Marketers call the internet a pull medium because a. they determine which websites consumers are going to view. b. users determine which websites they are going to view. c. social networks have great control over the content to which users are exposed. d. users get pulled along by social media influencers. e. they have great control over the content to which users are exposed.

b. users determine which websites they are going to view.

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. Digital media b. Digital electronics c. Electronic marketing d. Electronic processing e. Digital orientation

c. Electronic marketing

___________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain. a. Blogs b. Copyrights c. Intellectual property d. Wikis e. Virtual sites

c. Intellectual property

Marketers' ability to obtain digital information is referred to as a. addressability. b. control. c. accessibility. d. connectivity. e. interactivity.

c. accessibility.

Electronic media that function using digital codes are called a. digital electronics. b. electronic marketing. c. digital media. d. e-marketing. e. digital marketing.

c. digital media.

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. addressable b. linked c. interactive d. accessible e. controlled

c. interactive

Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into its website. It knows how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of a. connectivity. b. addressability. c. interactivity. d. accessibility. e. control.

c. interactivity.

Two trends that have caused consumer-generated information to gain importance are a. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children. b. globalization and the cultural trend of consumers being influenced by the "village." c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d. an increase in mobile digital technology and store brands. e. the recession and a reduction of advertising expenditures.

c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use a. Facebook. b. Twitter. c. Snapchat. d. Pinterest. e. LinkedIn

c. Snapchat.

___ relates to perceptions of value and is the most flexible element of the marketing mix. a. Store location b. Distribution c. Product mix d. Pricing e. Promotion

d. Pricing

Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. advertising firms to develop videos b. virtual realities c. Twitter announcements d. amateur filmmakers e. blogs

d. amateur filmmakers

Which of the following digital media tend to be more promotional oriented? a. Apps b. Blogs c. Wikis d. Media-sharing sites e. Social networks

d. Media-sharing sites

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. fan pages. b. electronic media. c. new concept viewing. d. consumer-generated marketing. e. a test market.

d. consumer-generated marketing.

Claudia, a marketer at the local zoo, has been using digital media to promote new exhibits and events. Claudia finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Claudia is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for its members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Claudia determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Claudia plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook. a. social media plan b. e-tailing strategy c. digital media plan d. electronic marketing strategy e. digital marketing strategy

d. electronic marketing strategy

The _____ of a(n) website will have a major impact on whether the customer exhibits loyalty to the site. a. interactivity b. strength c. connectivity d. quality e. cost

d. quality

The growing use of two-day and next-day delivery by online companies best relates to a. the environmental variable of the marketing mix. b. the product variable of the marketing mix. c. the promotion variable of the marketing mix. d. the distribution variable of the marketing mix. e. the pricing variable of the marketing mix.

d. the distribution variable of the marketing mix.

Scenario 10.2 Use the following to answer the questions. Regardless of their age, income, or gender, an increasing number of people are turning to the internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. ​ Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires? a. Twitter b. YouTube c. Google d. TV e. Facebook

e. Facebook

Home Depot has an iOS program that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. widget. b. interactivity. c. digital system. d. voice-activated system. e. application (app).

e. application (app).