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1. Describe the opportunities that have evolved in marketing due to the use of digital media.
2. List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.
3. Define the characteristics that distinguish e-marketing from traditional marketing.
4. Explain how consumer-generated content on digital media can be useful to marketers.
5. In what ways can a company use YouTube to its advantage?
6. How have digital media and social networking changed the consumer's buying behavior?
7. Describe the seven segments included in the Social Technographics Profile.
8. Explain how digital marketing can help increase the efficiency of a company's distribution process.
9. Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.
10. Explain the ethical issues associated with digital media.
11. Digital media have created opportunities for companies to
a.
gain more control over what the consumer sees.
b.
target specific markets.
c.
offer the exact experience as a brick and mortar store.
d.
manage information that is disseminated through the web.
e.
stimulate all five senses during the online shopping experience.
12. Electronic media that function using digital codes are called
a.
digital marketing.
b.
digital media.
c.
electronic marketing.
d.
digital electronics.
e.
e-marketing.
13. 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
14. ____ 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
15. Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the
desires of customers usingdigital media and digital marketing.
a.
digital orientation
b.
digital media
c.
electronic marketing
d.
digital electronics
e.
electronic processing
16. 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.
17. Which of the following characteristics distinguish online media from traditional marketing?
a.
Experience, networking, and personal contact
b.
Social networking, personal contacts, control, and salesmanship
c.
Addressability, interactivity, accessibility, connectivity, and control
d.
Environment, responsiveness, customization, and affordability
e.
Dynamic responsiveness, control, friendliness, and attention-getting
18. JCPenney'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, JCPenney is practicing
a.
addressability.
b.
social networking.
c.
interactivity.
d.
accessibility.
e.
control.
19. 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.
20. 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
a.
virtual reality.
b.
podcast.
c.
recruiting tool.
d.
social network.
e.
employment opportunity.
21. ____ allows customers to express their needs and wants directly to a company in response to its marketing
communications.
a.
Socialability
b.
Addressability
c.
Interactivity
d.
Accessibility
e.
Control
22. 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
23. 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.
24. The ability to obtain digital information is referred to as
a.
accessibility.
b.
addressability.
c.
interactivity.
d.
connectivity.
e.
control.
25. 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.
26. One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more
information about businesses
a.
applications (apps)
b.
widgets
c.
cookies
d.
speed dials
e.
texts
27. Smart phones contain ____ that help consumers access more information about businesses.
a.
treatments
b.
digits
c.
modulars
d.
actions
e.
applications
28. ____ involves the use of digital networks to provide linkages between information providers and users.
a.
Accessibility
b.
Addressability
c.
Interactivity
d.
Connectivity
e.
Control
29. ____ connects customers with marketers as well as other customers.
a.
Accessibility
b.
Addressability
c.
Interactivity
d.
Connectivity
e.
Control
30. ____ 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
31. 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
32. 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
33. ____ 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
34. 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
35. 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.
d.
reach.
e.
image.
36. Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and
Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton
Bradley/Parker Brothers is striving to utilize
a.
electronic media.
b.
a test market.
c.
consumer-generated marketing.
d.
new concept viewing.
e.
Fan Pages.
37. ____ are more consumer-driven than traditional media.
a.
Television commercials
b.
Radio spots
c.
Print ads
d.
Digital media
e.
Billboard advertisements
38. 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.
39. 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.
40. Two trends that have caused consumer-generated information to gain importance is
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.
41. Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect
with its customers that there is no better way than to use Facebook. What do most marketing strategists think about
Facebook?
a.
Marketers should establish a Facebook page.
b.
Marketers should avoid recommendations from customers via Facebook.
c.
Marketers should ignore the advice of customers on Facebook.
d.
Marketers need to use multiple Facebook pages.
e.
Marketers should maintain strict control of consumers’ comments on Facebook.
42. Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
a.
Flickr
b.
Twitter
c.
LinkedIn
d.
Facebook
e.
Google+
43. Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which
of the following statements would most likely describe the companies that can use Dion’s services?
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
44. 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
45. 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?
a.
Flickr
b.
Facebook
c.
Google+
d.
Twitter
e.
Skyrocket
46. Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management
wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post
multiple updates each day on the store's progress?
a.
Facebook
b.
Twitter
c.
Blog
d.
Google+
e.
QQ
47. ____ are web-based journals in which writers can editorialize and interact with other Internet users.
a.
Bings
b.
Googles
c.
Blogs
d.
Podcasts
e.
Wikis
48. Papa John’s 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 John’s 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(an)
a.
electronic news source.
b.
digital diary.
c.
blog.
d.
podcast.
e.
Twitter account.
49. 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
e.
wiki
50. 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
51. ____ is a popular photosharing site on the Internet.
a.
Google+
b.
Facebook
c.
MySpace
d.
Twitter
e.
Flickr
52. 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
53. 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
54. ____ 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
55. 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
56. ____ are computer-based online simulated environments that involve participants.
a.
Wikis
b.
Virtual realities
c.
Podcasts
d.
Blogs
e.
Photo-sharing
57. 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
