80. Digital marketing uses all digital media to develop communication and exchanges with customers.
a. True
b. False
81. Digital marketing is a term used for any electronic media that functions using digital codes.
a. True
b. False
82. Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires
of customers using digital marketing.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
83. E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.
a. True
b. False
84. Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption
behaviors.
a. True
b. False
85. As the Internet and digital communication technologies have advanced, marketers are able to target markets more
precisely.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
86. To communicate with their employees, companies may use wikis and podcasts.
a. True
b. False
87. Small businesses can use digital media to develop strategies to reach new markets and access inexpensive
communication channels.
a. True
b. False
88. Traditional advertising is unlimited in terms of interactivity.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
89. Addressability allows customers to respond to a company’s marketing communications by expressing their reactions
and desires directly to the company.
a. True
b. False
90. Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing
communications.
a. True
b. False
91. Connectivity refers to a customer’s ability to regulate the information that is viewed.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
92. Connectivity is the use of digital networks to provide linkages between information providers and users.
a. True
b. False
93. Control refers to customers’ ability to regulate the information they view and the rate and sequence of their
exposure to that information.
a. True
b. False
94. Control refers to the customer’s ability to access information on the Internet with simple clicks on a keyboard.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
95. One of the fastest-growing areas in mobile technology is the creation of applications.
a. True
b. False
96. Besides Facebook and MySpace, many foreign countries have their own social networking sites.
a. True
b. False
97. While social networks can be used to target customers, it is still easier to target precise consumer groups using
traditional marketing media.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
98. Traditional marketing media are more consumer-driven than digital media.
a. True
b. False
99. Marketers can use digital media to promote their companies, but marketers should not use this medium to address
problems.
a. True
b. False
100. The increase of consumers who publish their own thoughts and product reviews through digital media has caused
consumer-generated information to be less important because some of the information is false.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
101. Many people now seek recommendations from social media friends before conducting other kinds of searches.
a. True
b. False
102. So far, social networking has gained popularity only in America.
a. True
b. False
103. Twitter is useful for communications between friends, but not for communications between businesses and
customers.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
104. Before posting information on a blog, the blogger must make certain that the information is accurate.
a. True
b. False
105. Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the
blog’s content is factually accurate.
a. True
b. False
106. Companies use wikis as internal tools for teams working on projects requiring lots of documentation.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
107. Companies use photosharing sites in order to add a personal touch to their businesses.
a. True
b. False
108. A new trend in video marketing is the use of amateur filmmakers.
a. True
b. False
109. Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
110. Real businesses can have a store in a virtual reality environment, but they must use a fictional name.
a. True
b. False
111. When consumers conduct an online product information search, corporate-generated content appears more credible
than consumer messages.
a. True
b. False
112. While consumers can use websites to access more information, marketers can also use the same sites to get
information on the consumer.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
113. Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
a. True
b. False
114. Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.
a. True
b. False
115. Commentators are people who comment on blogs or post ratings and reviews.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
116. People who comment on blogs or post ratings and reviews are known as critics.
a. True
b. False
117. The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
a. True
b. False
118. It is unusual for consumers to be members of several social networking sites at once.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
119. Creators gather information and organize content generated by critics and others.
a. True
b. False
120. Collectors gather information and organize content generated by critics and others.
a. True
b. False
121. Anyone who becomes a member of social networking sites is a Collector.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
122. It is not unusual for Joiners to be members of several social networking sites at once.
a. True
b. False
123. Joiners are those consumers who read what other consumers write, but do not produce any content themselves.
a. True
b. False
124. Spectators like to read what other people write and produce online, but do not produce any content themselves.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
125. Positive and negative online reviews act as reputation enhancers.
a. True
b. False
126. Social networking sites are useful for large business, but are not financially feasible for small businesses.
a. True
b. False
127. Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
128. Almost any traditional promotional event can be enhanced or replaced by digital media.
a. True
b. False
129. Digital online media marketing facilitates both price and non-price competition.
a. True
b. False
130. Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation
to govern how consumer information is collected and used online.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
131. Attempts to deceive consumers into releasing personal information online are referred to as online fraud.
a. True
b. False
132. Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers
into releasing personal information.
a. True
b. False
133. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s motivation is
primarily utilitarian, than if it is for a hedonistic reason.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking
134. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s motivation is
primarily for fun, then if it is for personal gain.
a. True
b. False
Chapter 9 – Digital Marketing and Social Networking