MKT300 CH.10 Concept Check

b. share information

One of the most important benefits of e-marketing is the ability of marketers and customers to _______. a. save money b. share information c. reduce costs d. use social media e. use apps

e. personal information

One of the most significant privacy issues relates to marketers' use of _______. a. intellectual property b. stolen credit card numbers c. customer loyalty programs d. competitors' information e. personal information

e. Exposure

Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric? a. Influence b. Advocacy c. Impact d. Engagement e. Exposure

c. They worry about getting arrested.

Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online? a. They are influenced by friends and family who engage in piracy and swap digital content. b. They think they are smarter than others. c. They worry about getting arrested. d. They are excited by the thrill of getting away with it and the slim risk of consequences. e. They feel they just do not have the money to pay for what they want.

a. It increases inefficiencies throughout the marketing channel.

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases inefficiencies throughout the marketing channel. b. It reduces costs throughout the marketing channel. c. It increases speed throughout the marketing channel. d. It reduces redundancies throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

b. app

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) _______. a. social media b. app c. website d. widget e. podcast

c. digital marketing

ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______. a. mobile marketing b. electronic marketing c. digital marketing d. digital retailing e. social networking

b. online fraud

Any attempt to conduct dishonest activities online would be described as _______. a. piracy b. online fraud c. transparency d. credit card fraud e. identity theft

d. Key Performance Indicators (KPIs)

Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called? a. Impressions b. Click-through rate (CTR) c. Engagement metrics d. Key Performance Indicators (KPIs) e. Impact metrics

e. physical stores and an online shopping site

The "bricks-and-clicks" model involves maintaining _______. a. online shopping sites only b. physical stores only c. social network pages and blogs d. apps and blogs e. physical stores and an online shopping site

e. Pull

The internet is viewed as a _______ medium because users determine which material they are going to view. a. Push b. Passive c. Open d. Close e. Pull

d. consumers' tendencies to trust other consumers over corporations

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _______. a. consumers' preference for smartphones and apps b. consumers' tendencies to trust the government over consumers and corporations c. consumers' preference for less technology d. consumers' tendencies to trust other consumers over corporations e. consumers' tendencies to trust other corporations over consumers

c. Social network

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. Mobile marketing b. Media-sharing site c. Social network d. Blog e. A wiki

a. Treating it like a traditional marketing channel

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. Treating it like a traditional marketing channel b. Failing to engage in social networks c. Using all social networks regardless of target markets d. Treating it like a disruptive innovation e. Adopting an undifferentiated marketing strategy

b. Electronic marketing

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. Social networking b. Electronic marketing c. Digital marketing d. Mobile marketing e. Digital retailing