1. Describe the opportunities that have evolved in marketing due to the use of digital media.
2. Define the characteristics that distinguish e-marketing from traditional marketing.
Chapter 9 – Digital Marketing and Social Networking
3. Explain how consumer-generated content on digital media can be useful to marketers.
4. List the various types of digital media and technologies that are available for the marketer to use in reaching
consumers.
5. In what ways can a company use YouTube to its advantage?
Chapter 9 – Digital Marketing and Social Networking
6. Describe the seven segments included in the Social Technographics Profile.
Chapter 9 – Digital Marketing and Social Networking
7. Explain how digital marketing can help increase the efficiency of a company’s distribution process.
8. Explain the concept “push-pull” when referring to digital marketing as a new distribution channel.
Chapter 9 – Digital Marketing and Social Networking
9. Explain the ethical issues associated with digital media.
10. Electronic media that function using digital codes are called:
a. digital marketing.
b. digital media.
c. electronic marketing.
d. digital electronics.
e. e-marketing
Chapter 9 – Digital Marketing and Social Networking
11. _____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with
customers.
a. Digital marketing
b. Digital media
c. Electronic marketing
d. Digital electronics
e. E-marketing
12. Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering
the desires of customers using digital marketing?
a. Digital orientation
b. Digital media
c. Electronic marketing
d. Digital electronics
e. Electronic processing
Chapter 9 – Digital Marketing and Social Networking
13. As digital communication technologies have advanced, marketers tend to:
a. have less control over their product’s positioning.
b. have more control over the processing of information.
c. have less 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.
14. JC Penney’s website encourages visitors to register in order to maximize their use of the site. By gathering
information about a consumer before a purchase is made, JC Penney is practicing:
a. addressability.
b. social networking.
c. interactivity.
d. accessibility.
e. control.
Chapter 9 – Digital Marketing and Social Networking
15. 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.
16. The ability to obtain digital information is referred to as:
a. accessibility.
b. addressability.
c. interactivity.
d. connectivity.
e. control.
Chapter 9 – Digital Marketing and Social Networking
17. _____ is a characteristic of online media that provides linkages between information providers or marketers and
users or customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
18. _____ bridges customers with marketers as well as other customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
Chapter 9 – Digital Marketing and Social Networking
19. _____ refers to customers’ ability to regulate the information they view and the rate and sequence of their
exposure to that information.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
20. Coca Cola Company entices consumers to its website through contests and games, but it cannot force people to
visit the website due to the _____ characteristic of online media.
a. accessibility
b. control
c. interactivity
d. addressability
e. connectivity
Chapter 9 – Digital Marketing and Social Networking
21. Sam’s Club has developed a website that allows employees to create a profile and connect with co-workers for the
purpose of getting acquainted and building a work-related network. This is an example of a(n):
a. virtual reality.
b. podcast.
c. recruiting tool.
d. social network.
e. employment opportunity.
22. Home Depot has developed software for iPhones that will allow 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.
Chapter 9 – Digital Marketing and Social Networking
23. Smartphones contain _____ that help consumers access more information about businesses.
a. treatments
b. digits
c. modulars
d. actions
e. applications
24. Which of the following types of media is most consumer-driven?
a. Television commercials
b. Radio spots
c. Print ads
d. Social media
e. Billboard advertisements
Chapter 9 – Digital Marketing and Social Networking
25. 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.
26. One trend that has caused consumer-generated information to gain importance is:
a. an increase in mobile digital technology.
b. consumers’ tendencies to trust other consumers over corporations.
c. the cultural trend of consumers being influenced by the “village.”
d. the increase in adults other than parents influencing children.
e. a reduction in advertising expenditures.
Chapter 9 – Digital Marketing and Social Networking
27. Two trends that have caused consumer-generated information to gain importance are:
a. the recession and a reduction of advertising expenditures.
b. globalization and the cultural trend of consumers being influenced by the “village.”
c. the increase of consumers sharing their opinions through digital media and the consumer’s mistrust of
information from corporations.
d. an increase in mobile digital technology and store brands.
e. an increase in children’s influence over the purchasing decision and the fact that adults other than parents
influence children.
28. Kyle is a new marketing manager for Anthropologie Inc. He believes that if Anthropologie Inc. wants to grow and
connect with its customers, then there is no better way than to use Facebook. As a result, marketers should:
a. establish a Facebook page.
b. avoid recommendations from customers via Facebook.
c. ignore the advice of customers on Facebook.
d. use multiple Facebook pages.
e. maintainstrictcontrolofconsumers’commentsonFacebook.
Chapter 9 – Digital Marketing and Social Networking
29. Sonic Inc. communicates with its customers through _____, which is the most popular social networking site in the
world.
a. MySpace
b. Twitter
c. LinkedIn
d. Facebook
e. Blogs
30. IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video
contest,andgenerallyfindoutthecustomers’likesanddislikes.IHOP, in this example, is engaging in _____
marketing.
a. distance
b. relationship
c. multiple-phase
d. experiential
e. community
Chapter 9 – Digital Marketing and Social Networking
31. _____ are web-based journals in which writers can editorialize and interact with other Internet users.
a. Memes
b. Tweets
c. Blogs
d. Podcasts
e. Wikis
32. Papa Johns received negative publicity concerning the quality of the contents used in making their pizza. The
information in the news report was incorrect, and was corrected on the next newscast. However, Papa Johns
wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about
PapaJohn’sandtheingredientstheyuse.Thisjournalisanexampleof:
a. a meme.
b. a wiki.
c. a blog.
d. a podcast.
e. a tweet.
Chapter 9 – Digital Marketing and Social Networking
33. 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. meme
b. digital diary
c. blog
d. podcast
e. wiki
34. Some companies use _____ as internal tools for teams working on a project requiring lots of documentation.
a. Facebook pages
b. Fan Pages
c. Bings
d. wikis
e. Notebook pages
Chapter 9 – Digital Marketing and Social Networking
35. _____ is a popular photosharing site on the Internet.
a. LinkedIn
b. YouTube
c. Sound Cloud
d. Scribd
e. Flickr
36. A furniture manufacturing firm is most likely to use _____ to market themselves visually by displaying snapshots of
company events, staff, and products.
a. Scribd
b. LinkedIn
c. Skyrockt
d. Flickr
e. East of the Web
Chapter 9 – Digital Marketing and Social Networking
37. The most popular video-sharing website is:
a. Flickr.
b. Instagram.
c. YouTube.
d. Wikis.
e. QQ.
38. Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of
digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video
marketing using _____ to engage and create a community of customers.
a. blogs
b. amateur filmmakers
c. Twitter announcements
d. advertising firms to develop videos
e. virtual realities
Chapter 9 – Digital Marketing and Social Networking
39. _____ 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. Memes
e. Tweets
40. Due to increasing consumer demand, many television networks are creating _____ of their shows.
a. podcasts
b. wikis
c. virtual realities
d. digital characters
e. imitations
Chapter 9 – Digital Marketing and Social Networking