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108. 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
109. Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard.
a.
True
b.
False
110. Besides Facebook and Twitter, many foreign countries have their own social networking sites.
a.
True
b.
False
111. The Facebook audience is large, but it has yet to surpass the audience of a popular television network.
a.
True
b.
False
112. 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
113. Internal social networks are a great way to capture knowledge and identify experts on different subjects within an
organization.
a.
True
b.
False
114. When consumers conduct an online product information search, corporate-generated content appears more credible
than consumer messages.
a.
True
b.
False
115. Traditional marketing media are more consumer-driven than digital media.
a.
True
b.
False
116. Marketers can use digital media to promote their companies, but marketers should not use this medium to address
problems.
a.
True
b.
False
117. 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
118. Many people now seek recommendations from social media friends before conducting other kinds of searches.
a.
True
b.
False
119. So far, social networking has gained popularity only in America.
a.
True
b.
False
120. Social networking sites are useful for large business, but are not financially feasible for small businesses.
a.
True
b.
False
121. Twitter is useful for communications between friends, but not for communications between businesses and
customers.
a.
True
b.
False
122. Before posting information on a blog, the blogger must make certain that the information is accurate.
a.
True
b.
False
123. 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
124. Companies use wikis as internal tools for teams working on projects requiring lots of documentation.
a.
True
b.
False
125. Companies use photosharing in order to add a personal touch to their businesses.
a.
True
b.
False
126. A new trend in video marketing is the use of amateur filmmakers.
a.
True
b.
False
127. Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast.
a.
True
b.
False
128. Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be
converted to real dollars.
a.
True
b.
False
129. Real businesses can have a store in a virtual reality environment, but they must use a fictional name.
a.
True
b.
False
130. 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
131. Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
a.
True
b.
False
132. Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.
a.
True
b.
False
133. Commentators are people who comment on blogs or post ratings and reviews.
a.
True
b.
False
134. People who comment on blogs or post ratings and reviews are known as Critics.
a.
True
b.
False
135. The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
a.
True
b.
False
136. It is unusual for consumers to be members of several social networking sites at once.
a.
True
b.
False
137. Creators gather information and organize content generated by critics and others.
a.
True
b.
False
138. Collectors gather information and organize content generated by critics and others.
a.
True
b.
False
139. Anyone who becomes a member of social networking sites is a Collector.
a.
True
b.
False
140. It is not unusual for Joiners to be members of several social networking sites at once.
a.
True
b.
False
141. Joiners are those consumers who read what other consumers write, but do not produce any content themselves.
a.
True
b.
False
142. Spectators like to read what other people write and produce online, but do not produce any content themselves.
a.
True
b.
False
143. Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
a.
True
b.
False
144. Almost any traditional promotional event can be enhanced or replaced by digital media.
a.
True
b.
False
145. Digital online media marketing facilitates both price and non-price competition.
a.
True
b.
False
146. Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but
they are not a good substitute for focus groups.
a.
True
b.
False
147. Discussion forums are not very popular with the online population.
a.
True
b.
False
148. Positive and negative online reviews act as reputation enhancers.
a.
True
b.
False
149. 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
150. Attempts to deceive consumers into releasing personal information online is referred to as online fraud.
a.
True
b.
False
151. Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers
into releasing personal information.
a.
True
b.
False
a.
True
b.
False
154. 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
155. 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
b.
creators; collectors
c.
originators; organizers
d.
developers; gatherers
e.
collectors; critics
156. Internet sites that allow users to share photos, videos and podcasts are called which of the following?
a.
Video-sharing sites
b.
Photo-sharing sites
c.
Virtual sites
d.
Media-sharing sites
e.
Wikis
157. 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
158. The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain
customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the
marketing mix. With respect to e-marketing, which of the following statements about the four components of the
marketing mix is true?
a.
The Internet is not a new distribution channel.
b.
Price is the least flexible component of the marketing mix.
c.
Distribution is the best application for digital media.
d.
Digital media marketing only facilitates price competition.
e.
Most traditional promotions can be enhanced by using digital media.
159. 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
160. 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.
161. 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
162. A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the
product or service.
a.
a news article comments page
b.
an email
c.
a popular blog
d.
a company Web page
e.
a Wikipedia page
163. 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”.
164. Which of the following statements is true about e-marketing and the marketing mix?
a.
For most companies, digital marketing is not necessary to grab and maintain market share.
b.
Consumers’ increased access to product information causes them to buy more than they otherwise would.
c.
In some cases, companies will only offer certain products via digital media, including the Internet.
d.
Digital media cannot help businesses streamline their organizations.
e.
Basic Internet literacy is declining all over the world.
165. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate
or entertain.
a.
Blogs
b.
Virtual sites
c.
Wikis
d.
Copyrights
e.
Intellectual property
