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a. blogs
b. amateur filmmakers
c. Twitter announcements
d. advertising firms to develop videos
e. virtual realities
123. ____ are more consumer-driven than traditional media.
a. Television commercials
b. Radio spots
c. Print ads
d. Digital media
e. Billboard advertisements
124. Zipcar is a group of individuals who share a car’s services in order to save money and keep the environment green.
Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called
____ with reference to the blog.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
125. ____ is a popular photosharing site on the Internet.
a. Google+
b. Facebook
c. MySpace
d. Twitter
e. Flickr
126. The car-related website and media company, Edmunds, provide reviews and ratings of vehicles and is well respected
by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they
can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the
________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.
a. social network
b. blog
c. wiki
d. podcast
Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.
They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website
immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an
upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate
games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course,
along with Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An adult or child can
enjoy navigating through the electronic marketing of Disney.
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127. Refer to Scenario 9.1. The Disney website is missing ____, because the website does not offer the opportunity for
customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to
the company.
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
128. 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
129. ____ are people who gather information and organize content generated by critics and creators.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
130. Which of the following regulatory bodies is responsible for enacting legislation that regulates the information
companies can gather online from consumers and about consumers?
a. U.S. Department of Justice
b. Department of Homeland Security
c. FDA
d. U.S. Department of Commerce
e. Federal Trade Commission
131. New information technologies such as social media represent a tremendous opportunity because they
______________ while significantly ______________.
a. enhance advertising; increasing customer lifetime values
b. facilitate communications; reducing costs
c. eliminate marketing failures; enhancing customer relationships
d. reduce costs; reducing customer turnover
e. increase competition; lowering barriers to entry
Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.
They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website
immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an
upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate
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games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course,
along with Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An adult or child can
enjoy navigating through the electronic marketing of Disney.
132. Refer to Scenario 9.1. The Disney website offers users the ability to create a character or a comic. You have the
option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being
utilized here?
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
133. Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.
a. their eating habits
b. their spending money
c. their disposable income
d. their shopping partners
e. their information searches
134. 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.
135. ____ 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
136. You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified
your company’s strategy for distributing, promoting, pricing products, and understanding the needs and desires of your
customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just
accomplished?
a. You developed your company’s marketing concept.
b. You developed your company’s go–to-market strategy.
c. You developed your company’s e-marketing strategy.
d. You developed your company’s marketing mix strategy.
e. You developed your company’s product distribution strategy.
137. Lady Gaga is on a concert tour and has decided to hold a contest for tonight’s event. The first ten people to answer a
riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social
networking site would be the best for Lady Gaga to broadcast information about this contest?
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a. Flickr
b. Facebook
c. Google+
d. Twitter
e. Skyrocket
138. 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.
139. ____ are online users who do not participate in any digital online media.
a. Collectors
b. Spectators
c. Inactives
d. Creators
e. Critics
140. 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. Add tags to webpages or photos.
d. Post its own promotional messages on blogs and websites.
e. Stick to traditional promotions rather than social networking.
141. Smart phones contain ____ that help consumers access more information about businesses.
a. treatments
b. digits
c. modulars
d. actions
e. applications
142. The Internet is often called a _________ medium because users determine which websites they are going to view.
a. ubiquitous
b. democratic
c. pull
d. empowering
e. selective
143. Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing
the company’s
a. target market.
b. credibility.
c. market share.
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d. reach.
e. image.
144. ____ 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
145. ____ are computer-based online simulated environments that involve participants.
a. Wikis
b. Virtual realities
c. Podcasts
d. Blogs
e. Photo-sharing
146. Hobby Lobby encourages customers to visit their website and “like” their Facebook page. It also enlists customers to
post feedback on their company, refer to 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
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
147. The Internet makes it possible for the marketer to communicate with consumers more effectively and more
consistently at a lower cost than previously possible. Moreover, the Internet has made it possible for marketers to reach
new markets and to target existing markets more precisely. Digital media is the foundation of the marketer’s new found
power via the Internet. Digital media-based marketing is different than traditional marketing in a number of ways. More
specifically, digital media-marketing differs from traditional marketing in which of the following ways?
a. Interactivity
b. Scalability
c. Reliability
d. Sensitivity
e. Convertibility
148. 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.
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149. Both you and your roommate are avid Internet and social media users. You both spend about 4 hours a day
interacting with the Internet. Your roommate likes post on sites like Facebook throughout the day. In fact, she is a member
of just about every social media site on the Web. Your interest is more geared towards regularly communicating with any
and every one via Twitter. Which of the following statements is true regarding you and your roommate’s use of the
Internet?
a. According to the Social Technographics Profile, you are a “Conversationalist” and your roommate is a “Joiner”.
b. According to the Social Technographics Profile, you are a “Critic” and your roommate is a “Conversationalist”.
c. According to the Social Technographics Profile, you are a “Creator” and your roommate is a “Joiner”.
d. According to the Social Technographics Profile, you are a “Spectator” and your roommate is a “Collector”.
e. According to the Social Technographics Profile, you are a “Conversationalist” and your roommate is a
“Collector”.
150. The ability to obtain digital information is referred to as
a. accessibility.
b. addressability.
c. interactivity.
d. connectivity.
e. control.
151. 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. Add tags to webpages or photos.
d. Post its own promotional messages on blogs and websites.
e. Focus more on traditional promotions rather than social networking.
152. 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.
153. 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
154. 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
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e. wiki
155. 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
156. ____ usually constitute a smaller part of the online population than the other groups.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
157. 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.
158. Of the online user segments in The Social Technographics Profile, the largest group in most countries is
a. Creators
b. Critics
c. Collectors
d. Joiners
e. Spectators
159. 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
160. The birth of the Internet unleased a smorgasbord of new digital marketing opportunities for the modern-day
marketer. The marketer is now only limited by his ability to grasp and utilize all the tools and techniques of digital
marketing. On the other hand, consumers now demand more information faster than before. This challenge is complicated
by the fact that different consumers use social media in different ways. According to the Social Technographics Profile,
_____________ are those consumers who develop their own social media outlets. Whereas, ______________ are
consumers who gather and organize social media content generated by others.
a. collectors; conversationalists
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b. creators; collectors
c. originators; organizers
d. developers; gatherers
e. collectors; critics
161. Walgreen’s has set up a website that enables customers to converse with the company and communicate their needs
and wants. This is an example of a(n) ____ website.
a. accessible
b. controlled
c. linked
d. addressable
e. interactive
162. Taylor is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting
the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular
online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes but Taylor can simplify her
search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to
reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the
characteristics of online media.
a. control
b. accessibility
c. addressability
d. connectivity
163. Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games
such as League of Legends and hopes to pursue a career in computer game design. He’s taking computer programming
classes in high school and his teacher has been discussing recent issues related to consumer _______ and concerns that the
Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the
amount of consumer information that businesses can gather online.
a. privacy issues
b. intellectual property
c. credit card information
d. intelligence
164. 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
165. As digital communication technologies have advanced, it is 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.
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166. List the various types of digital media and technologies that are available for the marketer to use in reaching
consumers.
167. Explain how digital marketing can help increase the efficiency of a company’s distribution process.
168. Describe the seven segments included in the Social Technographics Profile.
169. Define the characteristics that distinguish e-marketing from traditional marketing.
170. Explain the concept “push-pull” when referring to digital marketing as a new distribution channel.
171. In what ways can a company use YouTube to its advantage?
172. Explain how consumer-generated content on digital media can be useful to marketers.
173. How have digital media and social networking changed the consumer’s buying behavior?
174. Describe the opportunities that have evolved in marketing due to the use of digital media.
175. Explain the ethical issues associated with digital media.
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