Chapter 16: Mobile Marketing and Related Developments
MULTIPLE CHOICE
1. The adoption stage in which a new product has become a part of the user’s lifestyle is called:
a. permanent adoption.
b. loyalty.
c. internalization.
2. ________ is a product characteristic that determines ease of adoption.
a. Relative advantage
b. Sustainable advantage
c. Substitutability
3. Among the strategic implications of pervasive computing are:
a. marketers must wait for customers to contact them.
b. marketers must be able to contact customer near the time and place of purchase.
c. content will become less important than context.
4. Dimensions of the pervasive computing environment include:
a. anywhere.
b. any time.
c. both of the above.
5. True statements about the global mobile environment include:
a. some countries have already passed 100% penetration of cell phones.
b. mobile is expected to be the dominant method of accessing the Internet in a few years.
c. both of the above.
6. Strategic drivers of wireless technology include:
a. localization.
b. larger screens.
c. new methods of advertising.
7. ________ is one of the strategic drivers of mobile marketing.
a. Advertising
b. 1-click payment mechanisms
c. Decrease in consumer concern about the privacy and security of their personal data
8. Expanded permission marketing is necessary in the mobile marketing environment because:
a. government regulations establish the kind of permissions that are necessary.
b. mobile customers want control over how much information they receive and when.
c. it is required by geographical location software.
9. A channel that is not a mobile marketing channel are
a. display ads.
b. videos.
c. neither of the above.
10. A true statement about mobile marketing campaigns is:
a. a mobile marketing campaign needs elements of traditional online or offline marketing.
b. careful attention must be given to metrics that will be used to measure the success of the campaign.
c. marketers can assume that younger consumers are better targets for a mobile campaign.
11. An element not included in mobile marketing campaigns should be:
a. email lists purchased from third-party list brokers.
b. a call to action.
c. metrics specific to the campaign itself.
12. Mobile apps are primarily of interest to:
a. young consumers with active lifestyles.
b. older, more affluent consumers.
c. it depends on the app and the target audience.
13. Location-based mobile marketing is:
a. banned in the United States.
b. accessible to small, local retailers.
c. available from any web hosting service.
14. Groupon represents the type of location-based marketing that:
a. takes advantage of consumers’ desire to get a special deal
b. makes offers to only a specialized groups of highly-targeted consumers
c. is popular with all marketers because it brings in so many customers
15. The barcodes used in mobile marketing include:
a. only 2 dimensional bar codes.
b. both QR codes and NFC.
c. both of the above.
16. Shopping apps can be used to:
a. check prices at the point of purchase.
b. register complaints with retailers.
c. neither of the above.
17. ________ technology is a way two devices located in close proximity can communicate with one
another.
a. OR code
b. NFC
c. Apps
18. One mobile marketing channel that has not experienced robust growth over the last few years is:
a. podcasting
b. search
c. email
19. Digital convergence is explained by:
a. increasing ability of a single device to fulfill all user needs.
b. significant changes in the structure of the media industry.
c. technology that allows for centralized control of communications technologies.
20. ________ is the acronym that describes the converged media environment
a. Pervasive computing
b. Microtargeting
c. SoLoMo
TRUE/FALSE
1. The adoption chasm is a concept that suggests many high technology products do not make it past
the Early Adopter stage of adoption.
2. The pace of adoption of innovative products seems to have been decreasing in recent years.
3. Data suggests that consumers in developing countries have been slow to adopt mobile devices
including cell phones.
4. Experts predict that mobile is expected to be the dominant way of accessing the Internet within
the next few years.
5. SIM cards are removable devices that identify the owner of a cell phone.
6. Since mobile marketing campaigns are usually part of larger Internet marketing campaigns it is
not necessary to develop specific plans for them.
7. Smartphones and tablets are the driving force behind the explosion of mobile apps.
8. Mobile apps are primarily target to young adult males.
9. Services like Google Places make location-based marketing accessible to even small businesses.
10. Foursquare offers consumers the ability to check in on their phones and receive location-based
promotions.
11. Retailers are uniformly pleased with the cost-effective traffic delivered by Groupon.
12. QR codes are limited to a small amount of data describing the product.
13. QR codes are limited in the media channels on which they can appear.
14. NFC stands for new format communications, an emerging competitor to QR codes.
15. The criteria for self-regulation of mobile marketing are significantly different from those
previously applied to the wired Internet.
16. Digital convergence refers to a single large device that can satisfy all the requirements of a user.
17. SoLoMo is an acronym that describes the converged media environment.
18. Huffington Post has a business model that mirrors that of offline print newspapers.
ESSAY
1. Construct a scenario about a day in the life of a consumer in an environment that is characterized
by pervasive computing and media convergence.
2. Discuss in detail the nature of the strategic drivers of wireless adoption. Give a brief example of
each.
3. Mobile apps have become a staple of contemporary life. Why are they so popular with
consumers? Why have they become so important to marketers?
4. Mobile marketing offers numerous opportunities to small businesses. Explain why that is true and
give examples of specific technologies or tools that are within the reach of most small businesses.