82. 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
83. Red Bull has started introducing new products and information to bloggers in the hope that they will
pass the information on to their online followers. In this case, the bloggers are
a.
collectors.
b.
spectators.
c.
joiners.
d.
creators.
e.
critics.
84. Zipcar is a group of individuals who share a car’s services in order to save money and keep the
environment green. 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
85. ____ are people who gather information and organize content generated by critics and creators.
a.
Collectors
b.
Spectators
c.
Joiners
d.
Creators
e.
Critics
86. Of the online user segments in The Social Technographics Profile, the largest group is most countries
is
a.
Creators
b.
Critics
c.
Collectors
d.
Joiners
e.
Spectators
87. ____ usually constitute a smaller part of the online population than the other groups.
a.
Collectors
b.
Spectators
c.
Joiners
d.
Creators
e.
Critics
88. 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.
89. 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
90. ____ are online users who do not participate in any digital online media.
a.
Collectors
b.
Spectators
c.
Inactives
d.
Creators
e.
Critics
91. Ralph Lauren has retail stores in China where Spectators make up the majority of the online
population. The Spectators are interested in reading about the latest fashions from the western culture
but don’t typically create and add their own content. Ralph Lauren wants to match its marketing
efforts for its upcoming spring collection with the characteristics of the population. Which of the
following should Ralph Lauren 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.
92. Pizza hut has restaurants 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.
93. KFC has restaurants in Mexico where Inactives make up the majority of the online population. To
match their marketing efforts with the characteristics of the population, KFC 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.
94. Barnes and Noble 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.
95. 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.
96. Consumers can order a bathroom vanity through Lowe’s website and pick up the vanity at the store.
This type of delivery is called
a.
click and brick.
b.
site to store.
c.
bricks and mortar.
d.
digital to domestic.
e.
nontraditional.
97. ____ 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
98. Johnson & Johnson learns about consumer needs by understanding the environment in which a product
is used and the different applications of the product. The company uses ____ as a research tool to gain
this information.
a.
futurism
b.
social networking
c.
give-aways
d.
promotional events
e.
sponsorship
99. ____ of online shoppers read ratings and reviews before making a purchasing decision.
a.
One-fourth
b.
A third
c.
Almost half
d.
Over three-fourths
e.
Practically all
100. Northface launched a promotional campaign using various forms of digital media. In order to evaluate
the success of the campaign, Northface should
a.
measure profitability during and after the campaign.
b.
compare sales before and after the campaign was launched.
c.
measure sales and profitability after the campaign was launched.
d.
measure demand during and after the campaign.
e.
look at sales for a year after the campaign.
101. Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate
the success of the campaign, Sony should
a.
compare sales before and after the campaign was launched.
b.
monitor web traffic during the campaign.
c.
monitor the website to see if web traffic increased after the launch of the campaign.
d.
compare demand before and after the campaign was launched.
e.
measure sales and profitability after the campaign was launched.
102. CarFax wants to know which social networking sites drive the most traffic to the CarFax website. The
best way to gain this information is through
a.
a simple random survey.
b.
a digital media measurement system.
c.
research conducted by the various social networks.
d.
an independent analysis.
e.
monitoring the Disney website for a year.
103. Due to consumer concerns over privacy, the ____ is considering 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
104. ____ includes any attempt to intentionally conduct dishonest activities online.
a.
Racketeering
b.
Online spam
c.
Digital identity theft
d.
Online fraud
e.
Online bribery
105. ____ monitors social networks for fraudulent accounts and assist 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 10.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media
into their website. They know 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 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.
106. Refer to Scenario 10.1. 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.
107. Refer to Scenario 10.1. Through the Disney website, consumers can access in-depth information about
Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an
example of one of the characteristics that distinguish online media from traditional marketing, namely
a.
addressability.
b.
interactivity.
c.
accessibility.
d.
connectivity.
e.
control.
108. Refer to Scenario 10.1. 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.
109. Refer to Scenario 10.1. 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.
110. Refer to Scenario 10.1. 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.
111. Refer to Scenario 10.1. The Disney website offers users the ability to create a character or a comic.
You have the option of allowing other people to view and comment on your new creation. Which
characteristic of e-marketing is being utilized here?
a.
addressability.
b.
interactivity.
c.
accessibility
d.
connectivity.
e.
control.
Scenario 10.2
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.
112. Refer to Scenario 10.2. 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.
113. Refer to Scenario 10.2. 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.
YouTube
d.
Facebook
e.
Twitter
114. Refer to Scenario 10.2. 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
115. Refer to Scenario 10.2. Politicians could use _____, the ultimate type of social media for reaching
those potential voters who want to stay connected to the latest information.
a.
Podcasts
b.
Facebook
c.
Twitter
d.
Pinterest
e.
Google
116. Refer to Scenario 10.2. 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
TRUE/FALSE
117. Digital marketing uses all digital media to develop communication and exchanges with customers.
118. Digital marketing is a term used for any electronic media that functions using digital codes.
119. Digital media refers to the strategic process of distributing, promoting, pricing products, and
discovering the desires of customers Internet using digital marketing.
120. E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.
121. Despite emerging technologies, consumers are unchanging in their traditional information searches
and consumption behaviors.
122. As the Internet and digital communication technologies have advanced, marketers are able to target
markets more precisely.
123. To communicate with their employees, companies may use wikis and podcasts.
124. Nielsen Marketing Research finds that consumers spend more time on email than social networking
sites.
125. Small businesses can use digital media to develop strategies to reach new markets and access
inexpensive communication channels.
126. An accessible channel means the marketer knows who the customer is and can specifically address that
person.
127. Addressability represents the ultimate expression of the marketing concept.
128. Traditional advertising is unlimited in terms of interactivity.
129. Addressability allows customers to respond to a company’s marketing communications by expressing
their reactions and desires directly to the company.
130. Interactivity allows customers to express their needs and wants directly to the firm in response to its
marketing communications.
131. Accessibility refers to a customer’s ability to access information about products, such as colors, prices,
and reviews.
132. One of the fastest-growing areas in mobile technology is the creation of applications.
133. Connectivity refers to a customer’s ability to regulate the information that is viewed.
134. Connectivity is the use of digital networks to provide linkages between information providers and
users.
135. Control refers to customers’ ability to regulate the information they view and the rate and sequence of
their exposure to that information.
136. Control refers to the customer’s ability to access information on the Internet with simple clicks on a
keyboard.
137. Besides Facebook and MySpace, many foreign countries have their own social networking sites.
138. The Facebook audience is large, but it has yet to surpass the audience of a popular television network.
139. While social networks can be used to target customers, it is still easier to target precise consumer
groups using traditional marketing media.
140. Internal social networks are a great way to capture knowledge and identify experts on different
subjects within an organization.
141. When consumers conduct an online product information search, corporate-generated content appears
more credible than consumer messages.
142. Traditional marketing media are more consumer-driven than digital media.
143. Marketers can use digital media to promote their companies, but marketers should not use this medium
to address problems.
144. 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.
145. Many people now seek recommendations from social media friends before conducting other kinds of
searches.
146. Fan Pages on Facebook are inexpensive and easy to produce, making them accessible to all businesses.
147. So far, social networking has gained popularity only in America.
148. Social networking sites are useful for large business, but are not financially feasible for small
businesses.
149. Twitter is useful for communications between friends, but not for communications between businesses
and customers.
150. Before posting information on a blog, the blogger must make certain that the information is accurate.
151. 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.
152. Companies use wikis as internal tools for teams working on projects requiring lots of documentation.
153. Companies use photosharing in order to add a personal touch to their businesses.
154. A new trend in video marketing is the use of amateur filmmakers.
155. Podcast listeners have the ability to send comments to the podcaster regarding the material presented
in a podcast.
156. Participants in a virtual reality environment use fictional currency to purchase items; the currency
cannot be converted to real dollars.
157. Real businesses can have a store in a virtual reality environment, but they must use a fictional name.
158. While consumers can use websites to access more information, marketers can also use the same sites
to get information on the consumer.
159. Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
160. Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a
Creator.
161. Commentators are people who comment on blogs or post ratings and reviews.
162. People who comment on blogs or post ratings and reviews are known as Critics.
163. The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
164. It is unusual for consumers to be members of several social networking sites at once.
165. Creators gather information and organize content generated by critics and others.
166. Collectors gather information and organize content generated by critics and others.
167. Anyone who becomes a member of social networking sites is a Collector.
168. It is not unusual for Joiners to be members of several social networking sites at once.
169. Joiners are those consumers who read what other consumers write, but do not produce any content
themselves.
170. Spectators like to read what other people write and produce online, but do not produce any content
themselves.
171. Digital marketing can be viewed as a new distribution channel that helps businesses increase
efficiency.
172. Almost any traditional promotional event can be enhanced or replaced by digital media.
173. Digital online media marketing facilitates both price and non-price competition.
174. Sites such as Twitter, Facebook, MySpace and LinkedIn can be used to gather information about
consumers, but they are not a good substitute for focus groups.
175. Discussion forums are not very popular with the online population.
176. Positive and negative online reviews act as reputation enhancers.
177. 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.
178. Attempts to deceive consumers into releasing personal information online is referred to as online
fraud.
179. Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking
consumers into releasing personal information.
180. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s
motivation is primarily utilitarian, then if it is for a hedonistic reason.
181. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s
motivation is primarily for fun, then if it is for personal gain.