Question 1

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.

Accepted Answer

A) True 
 B)False

Question 2

Two trends that have caused consumer-generated information to gain importance are

Accepted Answer

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. 
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.

Question 3

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

Accepted Answer

A)  brick-and-clicks. 
B)  side-by-side. 
C)  bricks-and-mortar. 
D)  online-specialty. 
E)  web-only. 
A)  brick-and-clicks. 
B)  side-by-side. 
C)  bricks-and-mortar. 
D)  online-specialty. 
E)  web-only.

Question 4

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.

Accepted Answer

A)  Facebook 
B)  fan pages 
C)  widgets 
D)  wikis 
E)  notebook pages 
A)  Facebook 
B)  fan pages 
C)  widgets 
D)  wikis 
E)  notebook pages

Question 5

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

Accepted Answer

The types of digital media and technolog

Question 6

A smart watch is an example of a type of digital media channel.

Accepted Answer

A) True 
 B)False

Question 7

____ relates to perceptions of value and is the most flexible element of the marketing mix.

Accepted Answer

A)  Distribution 
B)  Pricing 
C)  Store location 
D)  Product mix 
E)  Promotion 
A)  Distribution 
B)  Pricing 
C)  Store location 
D)  Product mix 
E)  Promotion

Question 8

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

Accepted Answer

A)  collectors. 
B)  spectators. 
C)  joiners. 
D)  creators. 
E)  critics. 
A)  collectors. 
B)  spectators. 
C)  joiners. 
D)  creators. 
E)  critics.

Question 9

What appears to be a major fear with mobile payment systems such as Apple Pay?

Accepted Answer

A)  Tracking consumers 
B)  Counterfeit money 
C)  Hacking attack 
D)  Piracy of intellectual property 
E)  Selling of information 
A)  Tracking consumers 
B)  Counterfeit money 
C)  Hacking attack 
D)  Piracy of intellectual property 
E)  Selling of information

Question 10

General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.

Accepted Answer

A) True 
 B)False

Question 11

Tom maintains a popular blog that highlights restaurants in the Chicago area. Tom provides recommendations on the restaurants, posts photos, and gives descriptions of upcoming specials or events. He has a number of followers, and restaurants have begun to take notice. One popular restaurant chain is expanding and hopes that Tom could help it in promoting its new location. Not only does Tom have a lot of people following his blog posts, but the restaurant knows that Tom is highly trusted. What is the best way for the restaurant to make use of Tom's influence in its promotional strategy?

Accepted Answer

A)  Ask Tom to post updates on the restaurant's website. 
B)  Invite Tom to write a review of its food. 
C)  Send Tom photos of restaurant meal specials. 
D)  Send Tom a Facebook message asking him to "like" the restaurant. 
E)  Send Tom a press release describing the new location. 
A)  Ask Tom to post updates on the restaurant's website. 
B)  Invite Tom to write a review of its food. 
C)  Send Tom photos of restaurant meal specials. 
D)  Send Tom a Facebook message asking him to "like" the restaurant. 
E)  Send Tom a press release describing the new location.

Question 12

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?

Accepted Answer

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. 
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.

Question 13

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.

Accepted Answer

A) True 
 B)False

Question 14

People who comment on blogs or post ratings and reviews are known as Critics.

Accepted Answer

A) True 
 B)False

Question 15

Smartphones contain ____ that help consumers access more information about businesses.

Accepted Answer

A)  treatments 
B)  digits 
C)  modulars 
D)  actions 
E)  applications 
A)  treatments 
B)  digits 
C)  modulars 
D)  actions 
E)  applications

Question 16

Johnny is a high school senior and plans to attend college after graduation. Johnny enjoys playing computer games such as League of Legends and hopes to pursue a career in computer game design. He's taking computer programming classes in high school, and his teacher has been discussing recent issues related to consumer _______ and concerns that the Federal Trade Commission may develop regulations that would provide additional protection to consumers by limiting the amount of consumer information that businesses can gather online.

Accepted Answer

A)  privacy issues 
B)  intellectual property 
C)  credit card information 
D)  intelligence 
A)  privacy issues 
B)  intellectual property 
C)  credit card information 
D)  intelligence

Question 17

The European Union has stricter Internet privacy laws than the United States.

Accepted Answer

A) True 
 B)False

Question 18

Traditional advertising is unlimited in terms of interactivity.

Accepted Answer

A) True 
 B)False

Question 19

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 it also connects you 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

Accepted Answer

A)  addressability. 
B)  interactivity. 
C)  accessibility. 
D)  connectivity. 
E)  control. 
A)  addressability. 
B)  interactivity. 
C)  accessibility. 
D)  connectivity. 
E)  control.

Question 20

Many traditional promotional events can be enhanced or replaced by digital media.

Accepted Answer

A) True 
 B)False

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.

Two trends that have caused consumer-generated information to gain importance are

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

A smart watch is an example of a type of digital media channel.

____ relates to perceptions of value and is the most flexible element of the marketing mix.

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

What appears to be a major fear with mobile payment systems such as Apple Pay?

General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.

People who comment on blogs or post ratings and reviews are known as Critics.

Smartphones contain ____ that help consumers access more information about businesses.

The European Union has stricter Internet privacy laws than the United States.

Traditional advertising is unlimited in terms of interactivity.

Many traditional promotional events can be enhanced or replaced by digital media.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 10: Digital Marketing and Social Networking

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.

Two trends that have caused consumer-generated information to gain importance are

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

A smart watch is an example of a type of digital media channel.

____ relates to perceptions of value and is the most flexible element of the marketing mix.

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

What appears to be a major fear with mobile payment systems such as Apple Pay?

General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.

People who comment on blogs or post ratings and reviews are known as Critics.

Smartphones contain ____ that help consumers access more information about businesses.

The European Union has stricter Internet privacy laws than the United States.

Traditional advertising is unlimited in terms of interactivity.

Many traditional promotional events can be enhanced or replaced by digital media.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Product Concepts, Branding, and Packaging

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters