Chapter 10— Digital Marketing and Social Networking
ESSAY
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. Compare the characteristics that distinguish e-marketing from traditional marketing.
4. Explain how consumer-generated content on digital media can be useful to marketers.
5. Why is it beneficial for a company to use a Fan Page? How can a company avoid the mistake of
making members feel pressured to purchase products?
6. In what ways can a company use YouTube to its advantage?
7. How have digital media and social networking changed the consumer’s buying behavior?
8. Describe the six segments included in the Social Technographics Profile.
9. Explain how digital marketing can help increase the efficiency of a company’s distribution process.
10. Explain the concept “push-pull” when referring to digital marketing as a new distribution channel.
11. In what ways can digital media be used as a market research tool?
12. Explain the ethical issues associated with digital media.
MULTIPLE CHOICE
13. 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 on-line shopping experience.
14. Electronic media that function using digital codes are called
a.
digital marketing.
b.
digital media.
c.
electronic marketing.
d.
digital electronics.
e.
e-marketing
15. Consumers are changing ____ and consumption behaviors as a result of emerging technologies.
a.
their eating habits
b.
their spending money
c.
their disposable income
d.
their shopping partners
e.
their information searches
16. ____ 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
17. 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
18. According to Nielsen Marketing Research, consumers spend more time on ____ than e-mail.
a.
Google
b.
shopping sites
c.
video sharing sites
d.
blogs
e.
social networking sites
19. As digital communication technologies have advanced, it 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.
20. 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
21. 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.
22. 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.
23. 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.
24. A(n) ____ channel provides the opportunity for a marketer to customize promotions.
a.
accessible
b.
controlled
c.
marketing
d.
linked
e.
addressable
25. ____ facilitates ____, as it enables customer engagement to facilitate product innovation.
a.
Accessibility / customization
b.
Addressability / relationship marketing
c.
Accessibility / relationship marketing
d.
Control / relationship marketing
e.
Control / customization
26. ____ 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.
27. Walgreen’s has set up a website that enables customers to converse with the company. This is an
example of a(n) ____ website.
a.
accessible
b.
controlled
c.
linked
d.
addressable
e.
interactive
28. 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.
29. The ability to obtain digital information is referred to as
a.
accessibility.
b.
addressability.
c.
interactivity.
d.
connectivity.
e.
control.
30. 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.
31. Interactive links on websites can help advertising move away from being an intrusion to
a.
attracting spectators.
b.
being more accessible.
c.
developing relationships.
d.
providing the customer with control.
e.
alluring the inactives.
32. 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
33. Smart phones contain ____ that help consumers access more information about businesses.
a.
treatments
b.
digits
c.
modulars
d.
actions
e.
applications
34. ____ involves the use of digital networks to provide linkages between information providers and users.
a.
accessibility.
b.
addressability.
c.
interactivity.
d.
connectivity.
e.
control.
35. ____ connects customers with marketers as well as other customers.
a.
Accessibility
b.
Addressability
c.
Interactivity
d.
Connectivity
e.
Control
36. ____ 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
37. 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
38. 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
39. Using cutting-edge technology in association with social networks and blogs in order to assist in
workplace connections is referred to as
a.
Enterprise 2.0
b.
Company Dynamics
c.
Cutting-edge technology
d.
Workplace Expansion
e.
Employee 2.0
40. ____ 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
41. 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
42. 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.
43. Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship,
Yahtzed, and Clue. The company has posted on-line 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.
44. ____ are more consumer-driven than traditional media.
a.
Television commercials
b.
Radio spots
c.
Print ads
d.
Digital media
e.
Billboard advertisements
45. 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.
46. 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.
47. 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.
48. 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.
49. The average Facebook user becomes a fan of several ____ each month.
a.
television shows
b.
Fan Pages
c.
Brand sheets
d.
Promotional Folios
e.
Facebook Leafs
50. Fan pages use ____ to help companies keep track of information on who is becoming a fan of their
page.
a.
widgets
b.
sensors
c.
rewards
d.
pop-ups
e.
wookies
51. Mia is making a presentation to the executive committee at Kohl’s tomorrow about the use of Fan
Pages on Facebook. Which of the following statements is true regarding Fan Pages on Facebook?
a.
They are expensive to produce.
b.
They are difficult to produce, but reap great rewards.
c.
They are inexpensive and easy to produce.
d.
They have no benefit for the company, but are still essential because the consumer
demands it.
e.
They are the most effective means available today for communicating new product
information.
52. Fan Pages are a(n) ____ way for companies to advertise their goods and services while also garnering
information about consumers.
a.
effective but costly
b.
unique
c.
enhanced
d.
personalized
e.
inexpensive
53. When using Facebook Fan Pages, companies must dedicate time to ____ in order to make Fans feel
connected.
a.
responding to fan posts
b.
promoting time-sensitive products
c.
gathering widgets
d.
providing background information on the company
e.
promoting green business practices
54. Fan Pages are a(n) ____ way for companies to advertise.
a.
costly
b.
ineffective
c.
difficult
d.
time-intensive
e.
inexpensive
55. Sonic 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
56. The fastest-growing group on Facebook is
a.
teenagers.
b.
male Millennials.
c.
female Millennials.
d.
men aged 55 and over.
e.
women aged 55 and over.
57. 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
58. MySpace has experienced difficulties competing with Facebook, particularly for businesses, because
a.
it is more for children’s use.
b.
it is used more for dating than obtaining information.
c.
it is primarily for local socializing.
d.
it is primarily used by millennials.
e.
it is primarily used by males.
59. 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
60. LinkedIn is a social networking site geared toward
a.
Millennials.
b.
teenagers.
c.
singles.
d.
professionals.
e.
retired people.
61. A LinkedIn profile resembles
a.
a photo album
b.
an address book
c.
a resume
d.
a book review
e.
class notes
62. Which of the following websites allows companies to search the network for potential employees with
particular skills?
a.
Facebook
b.
Twitter
c.
LinkedIn
d.
MySpace
e.
Flickr
63. Lauren has just graduated with her marketing degree and is now looking for a job. She has made a
profile that contains her educational background, part-time job experiences, and qualifications. On
which of the following websites would it be the most beneficial for Lauren to post her profile?
a.
LinkedIn
b.
Bing
c.
MySpace
d.
Twitter
e.
Facebook
64. General Motors communicates with consumers and stockholders via social networking. Which site
would be the most beneficial for GM to post its stock information on?
a.
LinkedIn
b.
Facebook
c.
MySpace
d.
Twitter
e.
Flickr
65. 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.
LinkedIn
b.
Facebook
c.
MySpace
d.
Twitter
e.
Skyrocket
66. 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.
LinkedIn
d.
MySpace
e.
QQ
67. ____ 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
68. 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.
69. 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
70. 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
71. ____ is a popular photosharing site on the Internet.
a.
LinkedIn
b.
Facebook
c.
MySpace
d.
Twitter
e.
Flickr
72. 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
73. The most popular video-sharing website is
a.
Flickr.
b.
Facebook.
c.
YouTube.
d.
Wikis.
e.
QQ.
74. 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
75. ____ 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
76. 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
77. ____ are computer-based online simulated environments that involve participants.
a.
Wikis
b.
Virtual realities
c.
Podcasts
d.
Blogs
e.
Photo-sharing
78. 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
79. As a result of the increasing usage of digital media, some of the marketer’s control over dispensing
product information has been placed
a.
in danger.
b.
under the authority of the government.
c.
in the hands of the company’s competitors.
d.
in the hands of the consumer.
e.
in the hands of the stockholders.
80. The attrition rate for digital media channels is
a.
nonexistent.
b.
diminutive.
c.
low.
d.
about the same as traditional businesses.
e.
very high.
81. ____ 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