Ch.10
The attrition rate for digital media channels is a) nonexistent. b) diminutive. c) low. d) about the same as traditional businesses. e) very high.
very high.
Dell hosted an online contest for innovative keyboard designs. This is an example of a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing
Crowdsourcing
______ of online shoppers read ratings and reviews before making a purchasing decision. a) One-fourth b) A third c) Almost half d) Over three-fourths e) Practically all
Over three-fourths
______ are online users who do not participate in any digital online media. a) Collectors b) Spectators c) Inactives d) Creators e) Critics
Inactives
JC Penney'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, JC Penney is practicing a) addressability. b) social networking. c) interactivity. d) accessibility. e) control.
addressability.
McDonald's received negative publicity concerning the content of their hamburgers. The information in the report was incorrect. Part of McDonald's response is to create a web-based journal that gives accurate information about McDonald's ingredients. This journal is an example of a a) bing. b) digital diary. c) blog. d) podcast. e) wikis.
blog
Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a) bricks-and-clicks. b) side-by-side. c) bricks-and-mortar. d) online-specialty. e) web-only.
bricks-and-clicks.
Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should a) measure profitability during and after the campaign. b) compare sales before and after the campaign was launched. c) measure sales and profitability after the campaign was launched. d) measure demand during and after the campaign. e) look at sales for a year after the campaign.
compare sales before and after the campaign was launched.
_______ involves the use of digital networks to provide linkages between information providers and users. a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control.
connectivity.
Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize a) a job search. b) a test market. c) consumer-generated marketing. d) a new concept viewing. e) an employment opening.
consumer-generated marketing.
One trend that has caused consumer-generated information to gain importance is a) an increase in mobile digital technology. b) consumers' tendencies to trust other consumers over corporations. c) the cultural trend of consumers being influenced by the "village." d) the increase in adults other than parents influencing children. e) a reduction in advertising expenditures.
consumers' tendencies to trust other consumers over corporations.
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media. a) accessibility b) control c) interactivity d) addressability e) connectivity
control
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
creators
MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends. a) children's b) dating c) parental d) senior citizen's e) community
dating
Interactive links on websites can help advertising move away from being an intrusion to a) attracting spectators. b) being more accessible. c) developing relationships. d) providing the customer with control. e) alluring the inactives.
developing relationships.
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing. a) digital orientation b) digital media c) electronic marketing d) digital electronics e) electronic processing
electronic marketing
The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their a) competitors. b) store environment. c) opponents. d) employees. e) legal representatives.
employees.
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) focus more on traditional promotions rather than social networking.
focus more on traditional promotions rather than social networking.
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 on-line shopping experience.
target specific markets.
_______ facilitates _______, as it enables customer engagement to facilitate product innovation. a) Accessibility / customization b) Addressability / relationship marketing c) Accessibility / relationship marketing d) Control / relationship marketing e) Control / customization
Addressability / relationship marketing
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
Addressability, interactivity, accessibility, connectivity, and control
_______ uses the Internet and 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
Digital marketing
______ are more consumer-driven than traditional media. a) Television commercials b) Radio spots c) Print ads d) Digital media e) Billboard advertisements
Digital media
Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as a) Enterprise 2.0 b) Company Dynamics c) Cutting-edge technology d) Workplace Expansion e) Employee 2.0
Enterprise 2.0
Sonic communicates with its customers through _______, which is the most popular social networking site in the world. a) MySpace b) Twitter c) LinkedIn d) Facebook e) Blogs
The average Facebook user becomes a fan of several ______ each month. a) television shows b) Fan Pages c) Brand sheets d) Promotional Folios e) Facebook Leafs
Fan Pages
Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online a) Internet Protection Agency b) Consumer Protection Agency c) Federal Trade Commission d) Better Business Bureau e) technology division of the Federal government
Federal Trade Commission
Electronic media that function using digital codes are called a) digital marketing. b) digital media. c) electronic marketing. d) digital electronics. e) e-marketing
digital media.
The ability to process orders electronically and increase the speed of communications via the Internet reduces a) customer satisfaction due to lack of human involvement. b) customer satisfaction due to hard-to-navigate websites. c) cognitive dissonance. d) distribution costs. e) customer involvement.
distribution costs.
Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website. a) accessible b) controlled c) linked d) addressable e) interactive
interactive
The first modern social network was shut down due to a) government restrictions. b) lack of interest. c) concerns brought up by the Better Business Bureau. d) inconsistency between state and federal regulations. e) it was too costly.
lack of interest.
Online surveys can serve as an alternative to a) mail surveys, telephone surveys, or personal interviews. b) mail surveys only. c) mail and telephone surveys, but not personal interviews. d) personal interviews only. e) telephone surveys only.
mail surveys, telephone surveys, or personal interviews.
Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a) compare sales before and after the campaign was launched. b) monitor web traffic during the campaign. c) monitor the website to see if web traffic increased after the launch of the campaign. d) compare demand before and after the campaign was launched. e) measure sales and profitability after the campaign was launched
monitor the website to see if web traffic increased after the launch of the campaign.
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
podcasts
Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.
post its own promotional messages on blogs and websites.
LinkedIn is a social networking site geared toward a) Millennials. b) teenagers. c) singles. d) professionals. e) retired people.
professionals
The Internet can be referred to as a ______ medium because users determine which websites they are going to view. a) selective b) discriminating c) pull d) push e) monopolistic
pull
As digital communication technologies have advanced, it possible for marketers to a) have more control over their product's positioning. b) have more control over the processing of information. c) have more control over people's perceptions of their business. d) be more selective on news releases regarding their company. e) reach markets that were previously inaccessible.
reach markets that were previously inaccessible.
Digital media such as blogs allow marketers to interact with prospective customers in a) person. b) an assertive manner. c) a non-threatening environment. d) real time. e) friendly environment.
real time.
IHOP is active on Facebook for the purpose of engaging in ______ marketing. a) distant b) relationship c) controlled d) experiential e) community
relationship
According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail. a) Google b) shopping sites c) video sharing sites d) blogs e) social networking sites
social networking sites
Two trends that have caused consumer-generated information to gain importance is a) the recession and a reduction of advertising expenditures. 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) an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.
the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
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.
the increase of consumers using digital media to publicize their own product reviews.
Consumers are changing ______ and consumption behaviors as a result of emerging technologies. a) their eating habits b) their spending money c) their disposable income d) their shopping partners e) their information searches
their information searches
Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page. a) widgets b) sensors c) rewards d) pop-ups e) wookies
widgets
A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a) bing b) digital diary c) blog d) podcasting e) wiki
wiki
Some companies use ______ as internal tools for teams working on a project requiring lots of documentation. a) Facebook pages b) Fan Pages c) Bings d) wikis e) Notebook pages
wikis
The fastest-growing group on Facebook is a) teenagers. b) male Millennials. c) female Millennials. d) men aged 55 and over. e) women aged 55 and over.
women aged 55 and over.
Of the online user segments in The Social Technographics Profile, the largest group is most countries is a) Creators b) Critics c) Collectors d) Joiners e) Spectators
Spectators
______ are those consumers who read what other consumers produce, but do not produce any content themselves a) Collectors b) Spectators c) Inactives d) Creators e) Critics
Spectators
Which of the following statements is true regarding Fan Pages on Facebook? a) They are expensive to produce. b) They are difficult to produce, but reap great rewards. c) They are inexpensive and easy to produce. d) They have no benefit for the company, but are still essential because the consumer demands it. e) They are the most effective means available today for communicating new product information.
They are inexpensive and easy to produce.
The most popular video-sharing website is a) Flickr. b) Facebook. c) YouTube. d) Wikis. e) QQ.
YouTube
Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products. a) wikis b) blogs c) Skyrocket d) Flickr e) Twitter
Flickr
About ______ of Americans participate in online discussion forums. a) 5% b) 10% c) 20% d) 30% e) 40%
20%
______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts. a) A brand-protection firm b) The Federal Trade Commission c) An Internet-protection agency d) The Better Business Bureau e) An online-police agency
A brand-protection firm
________ can use social networking sites. a) Any sized company b) Only large to medium sized companies c) Only companies with a specialized target market d) Only companies with a unique product e) Only companies whose target customer is mainly women
Any sized company
______ are web-based journals in which writers can editorialize and interact with other Internet users. a) Bings b) Googles c) Blogs d) Podcasts e) Wikis
Blogs
______ are people who gather information and organize content generated by critics and creators. a) Collectors b) Spectators c) Joiners d) Creators e) Critics
Collectors
______ usually constitute a smaller part of the online population than the other groups. a) Collectors b) Spectators c) Joiners d) Creators e) Critics
Collectors
______ connects customers with marketers as well as other customers. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control
Connectivity
______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a) Accessibility b) Addressability c) Interactivity d) Connectivity e) Control
Control
______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a) Creators b) Critics c) Collectors d) Joiners e) Spectators
Creators
______ are people who comment on blogs or post ratings and reviews. a) Collectors b) Spectators c) Joiners d) Creators e) Critics
Critics
______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets. a) Opinion gathering b) Digital instruments c) Futurism d) Outsourcing e) Crowdsourcing
Crowdsourcing
______ is a popular photosharing site on the Internet. a) LinkedIn b) Facebook c) MySpace d) Twitter e) Flickr
Flickr
_______ allows customers to express their needs and wants directly to a company in response to its marketing communications. a) Socialability. b) Addressability. c) Interactivity. d) Accessibility. e) Control.
Interactivity.
Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a a) Collector. b) Spectator. c) Joiner. d) Creator. e) Critic.
Joiner.
General Motors communicates with consumers and stockholders via social networking. Which site would be the most beneficial for GM to post its stock information on? a) LinkedIn b) Facebook c) MySpace d) Twitter e) Flickr
Larry is job hunting and has made a profile that contains his educational background, job experiences, and qualifications. Which website would be the most beneficial for Larry to post his profile on? a) LinkedIn b) Bing c) MySpace d) Twitter e) Facebook
Which of the following websites allows companies to search the network for potential employees with particular skills? a) Facebook b) Twitter c) LinkedIn d) MySpace e) Flickr
______ includes any attempt to intentionally conduct dishonest activities online. a) Racketeering b) Online spam c) Digital identity theft d) Online fraud e) Online bribery
Online fraud
_______ are 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. a) Wikis b) Blogs c) Podcasts d) Virtual realities e) Photo-sharing
Podcasts
__________ are free online publicity that helps the company a) Negative customer reviews b) Company websites c) Anti-company wikis d) Positive customer reviews e) Social technographics
Positive customer reviews
______ relates to perceptions of value and is the most flexible element of the marketing mix. a) Distribution b) Pricing c) Store location d) Product mix e) Promotion
Pricing
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress? a) Facebook b) Twitter c) LinkedIn d) MySpace e) QQ
Which social networking site asks its members "What are you doing?" a) LinkedIn b) Facebook c) MySpace d) Twitter e) Skyrocket
______ are computer-based online simulated environments that involve participants. a) Wikis b) Virtual realities c) Podcasts d) Blogs e) Photo-sharing
Virtual realities
Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through a) a simple random survey. b) a digital media measurement system. c) research conducted by the various social networks. d) an independent analysis. e) monitoring the Disney website for a year.
a digital media measurement system.
A LinkedIn profile resembles a) a photo album b) an address book c) a resume d) a book review e) class notes
a resume
The ability to obtain digital information is referred to as a) accessibility. b) addressability. c) interactivity. d) connectivity. e) control.
accessibility.
The ability of a marketer to identify customers before they make a purchase is called a) connectivity. b) addressability. c) interactivity. d) accessibility. e) control.
addressability.
A(n) ________ channel provides the opportunity for a marketer to customize promotions. a) accessible b) controlled c) marketing d) linked e) addressable
addressable
A new trend in video marketing is the use of a) Blogs b) amateur filmmakers c) Twitter announcements d) advertising firms to develop videos e) Virtual realities
amateur filmmakers
Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a) application (app). b) keypad function. c) voice-activated system. d) digital system. e) interactivity.
application (app).
Smart phones and PDAs contain _______ that help consumers access more information about businesses. a) treatments b) digits c) modulars d) actions e) applications
applications
One of the fastest-growing areas in mobile technology is the creation of ______ that help consumers to access more information about businesses a) applications (apps) b) widgets c) cookies d) speed dials e) texts
applications (apps)
Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages. a) authentic b) colorful c) approving d) bogus e) flattering
authentic
Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox. a) clone b) avatar c) pet d) Q e) dynasty
avatar
Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a) have a contest to gather consumer-generated content. b) ignore comments from Critics. c) create a Fan Page and invite consumers to post their thoughts. d) post its own promotional messages on blogs and websites. e) stick to traditional promotions rather than social networking.
create a Fan Page and invite consumers to post their thoughts.
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a) collectors. b) spectators. c) joiners. d) creators. e) critics.
creators.
Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's a) target market. b) credibility. c) mode of operation. d) reach. e) monopoly.
credibility.
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a) in limbo. b) under the authority of the government. c) in the hands of the company's competitors. d) in the hands of the consumer. e) in the hands of the stockholders.
in the hands of the consumer.
Fan Pages are a _____ way for companies to advertise. a) costly b) ineffective c) difficult d) time-intensive e) inexpensive
inexpensive
Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers. a) effective but costly b) unique c) enhanced d) personalized e) inexpensive
inexpensive
When using Facebook Fan Pages, companies must dedicate time to ________ in order to make Fans feel connected. a) responding to fan posts b) promoting time-sensitive products c) gathering widgets d) providing background information on the company e) promoting green business practices
responding to fan posts
Marketing strategists say businesses ________ consumers via social media a) should connect to b) should avoid recommendations from c) should ignore the advice of d) should stay away from e) should control
should connect to
Consumers can order a computer through Best Buy's website and pick up the computer at the store. This type of delivery is called a) click and brick. b) site to store. c) bricks and mortar. d) digital to domestic. e) nontraditional.
site to store.
Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a a) virtual reality. b) podcast. c) recruiting tool. d) social network. e) employment opportunity.
social network.
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information. a) futurism b) social networking c) give-aways d) promotional events e) sponsorship
social networking
