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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
Chapter 8 Digital Marketing
1) Digital marketing combines all of the following except:
A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-1
2) Digital marketing combines the components of e-commerce, internet marketing, and mobile
marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-1
3) To assess the effectiveness of digital marketing programs, Marketing Zen uses two metrics —
a quantitative metric and a qualitative metric.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-1
4) What does digital marketing mean?
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-1
1
5) In terms of the internet evolution, Web 1.0:
A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to save money.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
6) In terms of the internet evolution, Web 2.0:
A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to advertise effectively on the internet.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
7) In terms of the internet evolution, Web 3.0:
A) created static content that included customer involvement.
B) generated instant communication that helped improve customer service.
C) created online communities that connected buyers and sellers.
D) featured brand engagement, social media, and customer-generated reviews.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
8) In terms of the internet evolution, Web 4.0:
A) creates static content that includes customer involvement.
B) generates instant communication that helped improve customer service.
C) creates online communities that connect buyers and sellers.
D) features brand engagement, social media, and customer-generated reviews.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
2
9) The stage of web development that pushed communication channels to real-time was:
A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
10) The web phase characterized by social media, customer engagement, cloud operations, and
web participation is:
A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
11) Web 4.0 was the first to:
A) deliver static content to internet users.
B) add more socially-based sites such as Facebook.
C) include cloud operations and web participation.
D) incorporate real-time communications.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
12) The lack of results with digital marketing has led some companies to shift more dollars to
broadcast media and direct response marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-2
3
13) Web 1.0 transformed traditional retailing by creating engagement between companies and
customers.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
14) The biggest disappointment web users had with Web 3.0 was the inability to connect to
events in real time.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
15) Web 2.0 changed the ways consumers communicate and interacted with businesses.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
16) Web 3.0 online communication channels moved companies closer to "real-time"
communications with customers.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
17) Web 2.0 transformed traditional retailing by creating engagement between companies and
customers.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
4
18) Describe the migration of the internet from Web 1.0 to Web 4.0.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-2
19) When goods and services are sold on the internet, the approach to marketing is:
A) retail by email.
B) viral marketing.
C) e-commerce.
D) interactive marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
20) E-commerce is:
A) retailing by email.
B) viral marketing.
C) selling goods and services on the internet.
D) interactive marketing.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
21) Which of the following does not apply to a Web 4.0 type e-commerce website?
A) Real time communication
B) Customer engagement
C) Static content
D) Cloud technology
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-3
5
22) Which statement below about poor experiences and dissatisfaction with an e-commerce site
is false?
A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1
second to 4 seconds.
B) Amazon.com discovered that for every 100-millisecond decline in site load time, online
revenue declined 1 percent.
C) Research by Torbit found that as load time increased, the bounce rate declined.
D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were
unlikely to ever visit the site again.
Question Tag: Definition (Concept)
AACSB Category: Reflective thinking
Objective: 8-3
23) Making sure all channels work together when a company sells through additional channels
beyond the web is:
A) brand engagement.
B) customer engagement.
C) channel integration.
D) cyber consistency.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-3
24) Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:
A) Web 1.0 tactics.
B) web analytics.
C) cyber security.
D) brand engagement strategy.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-3
6
25) Brand engagement for an e-commerce website can be obtained using all of the following
except:
A) blogs.
B) feedback applications.
C) channel integration.
D) customer reviews.
Question Tag: Application
AACSB Category: Information technology
Objective: 8-3
26) Presenting product reviews and feedback applications on e-commerce sites is important for
all of the following reasons except:
A) provides opportunities for interaction with customers.
B) provides an opportunity to squelch negative criticisms of the brand.
C) encourages customers to become brand advocates.
D) allows a company to gain insights into customer thoughts.
Question Tag: Application
AACSB Category: Reflective thinking
Objective: 8-3
27) Personalization and customization are part of an e-commerce's:
A) channel integration strategy.
B) web analytics.
C) cyber security.
D) brand engagement strategy.
Question Tag: Definition (Concept)
AACSB Category: Information technology
Objective: 8-3
28) Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time
she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address
when she gets ready to place an order. This is an example of:
A) personalization.
B) web analytics.
C) channel integration.
D) intrusive web design.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-3
7
29) Kyra makes frequent purchases from the Victoria Secret website. She notices that each time
she logs onto the site merchandise similar to what she has already purchased or looked at on
previous visits to the site appears on the main page, often with special offers to make a purchase.
This is an example of:
A) personification.
B) web analytics.
C) channel integration.
D) customization.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-3
30) Customization features of e-commerce sites include all of the following except:
A) ability to locate the nearest retail store.
B) personalization of an individual's name.
C) print coupons or other promotions from a mobile device as well as a computer.
D) show if an item is in-stock prior to making a purchase.
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-3
31) To reduce customers from abandoning shopping carts on e-commerce sites, companies can
use all of the following strategies except:
A) avoid the use of multiple cyberbaits to encourage sales.
B) make checkout easy without requiring a user name or password.
C) make it easy for customers to enter discount codes.
D) provide a safe and trustworthy checkout procedure.
Question Tag: Critical Thinking
AACSB Category: Information technology
Objective: 8-3
32) Using a fantasy football league to attract individuals to a website is an example of:
A) a financially-based incentive.
B) viral marketing.
C) a cyberbait.
D) a convenience incentive.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-3
8
33) All of the following incentives are types of cyberbaits except:
A) value-based.
B) financial.
C) convenience.
D) educational.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
34) Incentives that can be used to encourage consumers to make online purchases include all of
the following except:
A) follow-up incentives.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
35) A reduced price, an introductory price, and e-coupons designed to encourage someone to
make an online purchase are ________ incentives.
A) quality
B) financial
C) convenience
D) value-based
Question Tag: Application
AACSB Category: Application of knowledge
Objective: 8-3
36) A financial incentive to encourage someone to make a purchase online can include all of the
following except:
A) consumer promotion.
B) introductory price.
C) product personalization.
D) e-coupon.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
9
37) Free shipping, free freight, and dollar discounts are examples of ________ incentives
designed to encourage online shopping.
A) financial
B) consumer
C) convenience
D) economic
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
38) Persuading a first-time buyer to make an online purchase is best achieved using:
A) interstitial advertising.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-3
39) Firms can reduce costs when customers order over the internet in all of the following ways
except:
A) lower production costs in manufacturing the product.
B) reduced shipping costs since the customer pays for shipping.
C) decreased labor costs in stocking or restocking shelves.
D) lower sales costs since sales people are not used for the transaction.
Question Tag: Critical Thinking
AACSB Category: Reflective thinking
Objective: 8-3
40) According to BizRateResearch, the most effective financial incentive for consumers is:
A) a price discount.
B) a contest and sweepstakes.
C) a free gifts.
D) free shipping.
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-3
10
