Mark 231 Ch. 10 Quiz

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears Question options: A) more authentic than company-generated content. B) more interesting than company-generated content. C) more approving than company-generated content. D) more current than company-generated content. E) more flattering than company-generated content.

A) more authentic than company-generated content

____ are web-based journals in which writers can editorialize and interact with other Internet users. Question options: A) Widgets B) Apps C) Blogs D) Podcasts E) Wikis

Blogs

Which of the following characteristics distinguish online media from traditional marketing? Question options: 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

Kristen loves Pinterest. She spends hours every week on the site. Kristen herself is a worldwide traveler. Oftentimes she posts photos of her travels to Pinterest as "pins" to share with others. It is her desire to share her adventures with the world, and she finds it thrilling whenever her photos are "repinned" by other users. Another activity she likes is to develop her own boards with photos of interesting places that others have pinned. For instance, her Paris, France, board is filled with pins she collected detailing the various activities, museums, and sightseeing hotspots of Paris. It is her goal to gather together the best pins that will give her followers the most detailed insights into the wonders of Paris. Suppose a travel site became interested in Kristen's activities on Pinterest and the way she uses it to promote travel destinations. When Kristen posts her own photos as pins, she would most likely be classified as a ____________________. However, her gathering of travel hotspot "pins" and arrangements of them into boards for her followers makes her more like a _________________. In this capacity, she gathers these pins and then organizes the content for anyone interested in her board's topics.​ Question options: A) critic; creator B) creator; spectator C) creator; collector D) ​joiner; collector E) conversationalist; joiner

C) creator; collector

Two trends that have caused consumer-generated information to gain importance are Question options: 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.

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

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Question options: A) Accessibility B) Addressability C) Interactivity D) Connectivity E) Control

Control

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

Creators

Sam's Club has developed a website that allows employees to create a profile and connect with coworkers for the purpose of getting acquainted and building a work-related network. This is an example of a Question options: A) virtual reality. B) podcast. C) recruiting tool. D) social network. E) employment opportunity.

D) social network

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

Digital Marketing

____ are computer-based online simulated environments that involve participants. Question options: A) Wikis B) Virtual realities C) Podcasts D) Blogs E) RSS feeds

Virtual Realities