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KEYWORDS:
Bloom's: Application
58. 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.
59. The attrition rate for digital media channels is
a.
nonexistent.
b.
diminutive.
c.
low.
d.
about the same as traditional businesses.
e.
very high.
60. ____ 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
61. 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
62. 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.
63. 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
64. ____ are people who gather information and organize content generated by critics and creators.
a.
Collectors
b.
Spectators
c.
Joiners
d.
Creators
e.
Critics
65. Of the online user segments in The Social Technographics Profile, the largest group in most countries is
a.
Creators
b.
Critics
c.
Collectors
d.
Joiners
e.
Spectators
66. ____ usually constitute a smaller part of the online population than the other groups.
a.
Collectors
b.
Spectators
c.
Joiners
d.
Creators
e.
Critics
67. Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a
a.
Collector.
b.
Spectator.
c.
Joiner.
d.
Creator.
e.
Critic.
68. 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
69. ____ are online users who do not participate in any digital online media.
a.
Collectors
b.
Spectators
c.
Inactives
d.
Creators
e.
Critics
70. 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.
Add tags to webpages or photos.
d.
Post its own promotional messages on blogs and websites.
e.
Stick to traditional promotions rather than social networking.
71. 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.
Add tags to webpages or photos.
d.
Post its own promotional messages on blogs and websites.
e.
Stick to traditional promotions rather than social networking.
72. 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.
Add tags to webpages or photos.
d.
Post its own promotional messages on blogs and websites.
e.
Focus more on traditional promotions rather than social networking.
73. Barnes and Noble sells online through its website, while also selling through physical store locations. This type of
retailing is referred to as
a.
brick-and-clicks.
b.
side-by-side.
c.
bricks-and-mortar.
d.
online-specialty.
e.
web-only.
74. 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.
75. ____ 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
76. 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
77. 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.
78. 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.
79. 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
80. ____ includes any attempt to intentionally conduct dishonest activities online.
a.
Racketeering
b.
Online spam
c.
Digital identity theft
d.
Online fraud
e.
Online bribery
81. 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.
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.
82. 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.
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.
83. 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.
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.
84. 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.
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.
85. 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.
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.
86. 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. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
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.
87. 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. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
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
88. 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. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
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
pages.
a.
spectators
b.
avatars
c.
virtual realities
d.
amateur filmmakers
e.
specialized video producers
89. 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. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
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
90. 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. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
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
91. Digital marketing uses all digital media to develop communication and exchanges with customers.
a.
True
b.
False
92. Digital marketing is a term used for any electronic media that functions using digital codes.
a.
True
b.
False
93. Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of
customers Internet using digital marketing.
a.
True
b.
False
94. E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.
a.
True
b.
False
95. Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption
behaviors.
a.
True
b.
False
96. As the Internet and digital communication technologies have advanced, marketers are able to target markets more
precisely.
a.
True
b.
False
97. To communicate with their employees, companies may use wikis and podcasts.
a.
True
b.
False
98. Small businesses can use digital media to develop strategies to reach new markets and access inexpensive
communication channels.
a.
True
b.
False
99. An accessible channel means the marketer knows who the customer is and can specifically address that person.
a.
True
b.
False
100. Addressability represents the ultimate expression of the marketing concept.
a.
True
b.
False
101. Traditional advertising is unlimited in terms of interactivity.
a.
True
b.
False
102. Addressability allows customers to respond to a company's marketing communications by expressing their reactions
and desires directly to the company.
a.
True
b.
False
103. Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing
communications.
a.
True
b.
False
104. Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews.
a.
True
b.
False
105. One of the fastest-growing areas in mobile technology is the creation of applications.
a.
True
b.
False
106. Connectivity refers to a customer's ability to regulate the information that is viewed.
a.
True
b.
False
107. Connectivity is the use of digital networks to provide linkages between information providers and users.
a.
True
b.
False
