41. _____are user-created, three-dimensional worlds that have their own economies and currencies, lands, and
residents who come in every shape and size.
a. Wikis
b. Virtual realities
c. Podcasts
d. Blogs
e. Photo-sharing
42. If a DVD rental shop has established outlets in the simulated environment of Second Life, the _____ of a person
will be able to rent a movie from the shop.
a. clone
b. avatar
c. pet
d. Q
e. dynasty
Chapter 9 – Digital Marketing and Social Networking
43. The Internet can be referred to as a _____ medium because users determine which websites they are going to
view.
a. selective
b. discriminating
c. pull
d. push
e. monopolistic
44. HobbyLobbyInc.encouragescustomerstovisititswebsiteand“like”itsFacebookpage.It also enlists customers
to post feedback on the 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:
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
Chapter 9 – Digital Marketing and Social Networking
45. Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of receiving
positive reviews, which would increase the company’s:
a. target market.
b. credibility.
c. size.
d. website size.
e. image.
46. A board game manufacturing company has posted online cash rewards for consumer reviews of their games. In
doing so, the company is striving to utilize:
a. electronic media.
b. a test market.
c. consumer-generated marketing.
d. new concept viewing.
e. Fan Pages.
Chapter 9 – Digital Marketing and Social Networking
47. The attrition rate for digital media channels is:
a. non-existent.
b. diminutive.
c. low.
d. about the same as traditional businesses.
e. very high.
48. _____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated
videos, and wikis.
a. Creators
b. Critics
c. Collectors
d. Joiners
e. Spectators
Chapter 9 – Digital Marketing and Social Networking
49. 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
50. Red Bull Inc. has started introducing new products. It provides information regarding its new products to bloggers
in the hope that they will pass the information on to their online followers. In this case, the bloggers are called:
a. collectors.
b. spectators.
c. joiners.
d. creators.
e. critics.
Chapter 9 – Digital Marketing and Social Networking
51. Zipcarisagroupofindividualswhoshareacar’sservicesinordertosavemoneyandkeeptheenvironmentgreen.
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
52. _____ are people who gather information and organize content generated by critics and creators.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
Chapter 9 – Digital Marketing and Social Networking
53. According to The Social Technographics Profile, the largest group in most countries is:
a. creators.
b. critics.
c. collectors.
d. joiners.
e. spectators.
54. _____ usually constitute a smaller part of the online population than the other groups.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
Chapter 9 – Digital Marketing and Social Networking
55. Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a:
a. collector.
b. spectator.
c. joiner.
d. creator.
e. critic.
56. Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog,
she does not actually create any content herself. Julie would be called a(n)_____ with regard to the Vogue blog.
a. collector
b. spectator
c. inactive
d. creator
e. critic
Chapter 9 – Digital Marketing and Social Networking
57. _____ are online users who do not participate in any digital online media.
a. Collectors
b. Spectators
c. Inactives
d. Creators
e. Critics
58. Ralph Lauren, an apparel store realized that spectators make up the majority of its online followers. The spectators
areinterestedinreadingaboutthelatestfashionsbutdon’ttypicallycreateandaddtheirowncontent.The apparel
store wants to match its marketing efforts for its upcoming spring collection with the characteristics of the
population. Which of the following should the apparel store do?
a. Have a contest to gather consumer-generated content.
b. Ignore comments from Critics.
c. Create a Fan Page and invite consumers to post their thoughts.
d. Post its own promotional messages on blogs and websites.
e. Stick to traditional promotions rather than social networking.
Chapter 9 – Digital Marketing and Social Networking
59. Pizza Hut, a popular pizza joint, has outlets 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. create a Fan Page and invite consumers to post their thoughts.
d. post its own promotional messages on blogs and websites.
e. stick to traditional promotions rather than social networking.
60. A popular restaurant chain, Eats, has introduced restaurants in Mexico where inactives make up the majority of the
online population. To match their marketing efforts with the characteristics of the population, Eats should:
a. have a contest to gather consumer-generated content.
b. ignore comments from critics.
c. create a Fan Page and invite consumers to post their thoughts.
d. post its own promotional messages on blogs and websites.
e. focus more on traditional promotions rather than social networking.
Chapter 9 – Digital Marketing and Social Networking
61. Dion is a marketing communications consultant who specializes in the strategic use of social networking sites.
WhichofthefollowingtypesofcompaniescanuseDion’sservices?
a. Any sized company
b. Only large to medium sized companies
c. Only companies with a specialized target market
d. Only companies with a unique product
e. Only companies whose target customer is mainly women
62. Barnes and Noble Corp. sells online through its website, while also selling through physical store locations. This
type of retailing is referred to as:
a. bricks-and-clicks.
b. side-by-side.
c. bricks-and-mortar.
d. online-specialty.
e. web-only.
Chapter 9 – Digital Marketing and Social Networking
63. The ability to process orders electronically and increase the speed of communications via the Internet reduces:
a. customer satisfaction due to lack of human involvement.
b. customer satisfaction due to hard-to-navigate websites.
c. cognitive dissonance.
d. distribution costs.
e. customer involvement.
64. ConsumerscanorderabathroomvanitythroughLowe’swebsiteandpickupthevanityatthestore.Thistypeof
delivery is called:
a. click and brick.
b. site to store.
c. bricks and mortar.
d. digital to domestic.
e. nontraditional.
Chapter 9 – Digital Marketing and Social Networking
65. _____ relates to perceptions of value and is the most flexible element of the marketing mix.
a. Distribution
b. Pricing
c. Store location
d. Product mix
e. Promotion
66. Baby Products Corp. wants to learn about consumer needs by understanding the environment in which a product is
used and the different applications of the product. For this purpose, it creates a twitter account. The company is
using _____ as a research tool to gain this information.
a. futurism
b. social networking
c. give-aways
d. promotional events
e. sponsorship
Chapter 9 – Digital Marketing and Social Networking
67. Due to consumer concerns over privacy, the _____ is considering developing 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
68. _____ includes any attempt to intentionally conduct dishonest activities online.
a. Racketeering
b. Online spam
c. Digital identity theft
d. Online fraud
e. Online bribery
Chapter 9 – Digital Marketing and Social Networking
69. _____ monitors social networks for fraudulent accounts and assists their clients in removing the deceptive
accounts.
a. A brand-protection firm
b. The Federal Trade Commission
c. An Internet-protection agency
d. The Better Business Bureau
e. An online-police agency
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 its
website. It knows 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 in the 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.
70. Refer to Scenario 9.1. The Disney website has a special link for educators that allows them to download
educational videos pertaining to various subjects and grade levels. Educators are asked to register online with
further information about their needs. This is an example of:
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
Chapter 9 – Digital Marketing and Social Networking
71. 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
72. Refer to Scenario 9.1. Visitors to the Disney website have the ability to regulate the information they view and the
activities they participate in. This is an example of:
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
Chapter 9 – Digital Marketing and Social Networking
73. Refer to Scenario 9.1. Disney’s Fan Page on Facebook allows people to link with other Disney enthusiasts. This is
an example of:
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
74. Refer to Scenario 9.1. The Disney website offers users the ability to create a character or a comic. Users have the
option of allowing other people to view and comment on their new creation. Which characteristic of e-marketing
has been implemented by Disney?
a. Addressability
b. Interactivity
c. Accessibility
d. Connectivity
e. Control
Chapter 9 – Digital Marketing and Social Networking
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of
this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and
Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users
want to critique the information, some just want to read the information, and some want to be the information
writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands,
celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more
real-time site and, as is Pinterest, a more personally-affiliated medium.
75. Refer to Scenario 9.2. Google can give instructions on how to construct almost anything, from a house to a science
experiment. As for online applications, you can learn anything from developing your own website to starring in a
video. Google’s “how to” features would most likely appeal to:
a. creators.
b. critics.
c. collectors.
d. joiners.
e. spectators.
Chapter 9 – Digital Marketing and Social Networking
76. Refer to Scenario 9.2. Which of the media below would be best for the American Red Cross to use in developing
relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and
fires?
a. Google
b. TV
c. Wikipedia
d. Facebook
e. Yahoo
77. Refer to Scenario 9.2. Political parties are also utilizing social media to connect with voters and to keep individuals
informed about the up-to-the-minute activities in the political campaigns. If the politicians wanted to involve the
potential voters in the campaign, they could utilize _____, a new trend in video marketing, and create input for their
Facebook Fan Pages.
a. spectators
b. avatars
c. virtual realities
d. amateur filmmakers
e. specialized video producers
Chapter 9 – Digital Marketing and Social Networking
78. Refer to Scenario 9.2. Politicians could use _____, the ultimate type of social media for reaching those potential
voters who want to stay connected to the latest information.
a. Bing
b. Facebook
c. Yahoo
d. Pinterest
e. Google
79. Refer to Scenario 9.2. If the Morningside Church wants to provide its members with a venue to read what other
people think about its ideas, worship style, and community services, and to share their own ideas, it could use
_____. Those who would most likely want to simply read the opinions of others are _____, while those who would
like to also share their own ideas, are _____.
a. Twitter; creators; critics
b. Twitter; creators; spectators
c. Twitter account; inactives; creators
d. a blog; joiners; creators
e. a blog; spectators; creators
Chapter 9 – Digital Marketing and Social Networking