Chapter 10 Practice Quiz

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers. A) Digital marketing B) Digital media C) Electronic marketing D) Digital electronics E) E-marketing

A) Digital marketing

Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. A) creators B) critics C) collectors D) joiners E) spectators

A) creators

Due to increasing consumer demand, many television networks are creating ____ of their shows. A) podcasts B) wikis C) virtual realities D) digital characters E) imitations

A) podcasts

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's A) target market. B) credibility. C) market share. D) reach. E) image.

B) credibility.

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing. A) distance B) relationship C) multiple-phase D) experiential E) community

B) relationship

Digital media have created opportunities for companies to A) gain more control over what the consumer sees. B) target specific markets. C) offer the exact experience as a brick and mortar store. D) manage information that is disseminated through the web. E) stimulate all five senses during the online shopping experience.

B) target specific markets.

Which of the following characteristics distinguish online media from traditional marketing? A) Experience, networking, and personal contact B) Social networking, personal contacts, control, and salesmanship C) Addressability, interactivity, accessibility, connectivity, and control D) Environment, responsiveness, customization, and affordability E) Dynamic responsiveness, control, friendliness, and attention-getting

C) Addressability, interactivity, accessibility, connectivity, and control

____ includes any attempt to intentionally conduct dishonest activities online. A) Racketeering B) Online spam C) Digital identity theft D) Online fraud E) Online bribery

D) Online fraud

One trend that has caused consumer-generated information to gain importance is A) the recession. B) the globalization of companies. C) the increase in store brands. D) the increase of consumers using digital media to publicize their own product reviews. E) the increase in consumer buying power.

D) the increase of consumers using digital media to publicize their own product reviews.

Walgreen's 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) accessible B) controlled C) linked D) addressable E) interactive

E) interactive