MKT300 Chapter 10 Questions

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

b

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. app b. podcast c. website d. social media e. widget

a

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. digital marketing b. electronic marketing c. mobile marketing d. digital retailing e. social networking

a

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. Key Performance Indicators (KPIs) b. Impressions c. Impact metrics d. Click-through rate (CTR) e. Engagement metrics

a

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. Social network b. Mobile marketing c. Blog d. Media-sharing site e. A wiki

a

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

b

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

b

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

c

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

c

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

d

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

d

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' tendencies to trust other corporations over consumers b. consumers' preference for smartphones and apps c. consumers' tendencies to trust the government over consumers and corporations d. consumers' tendencies to trust other consumers over corporations e. consumers' preference for less technology

d

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

e

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

e

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

e