Question 1

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

Question 2

Commentators are people who comment on blogs or post ratings and reviews.

Accepted Answer

A) True 
 B)False

Question 3

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

Accepted Answer

A) bing 
B) digital diary 
C) blog 
D) podcasting 
E) wiki 
A) bing 
B) digital diary 
C) blog 
D) podcasting 
E) wiki

Question 4

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

Accepted Answer

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 
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

Question 5

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.

Accepted Answer

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

Question 6

Which of the following refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers using digital marketing.

Accepted Answer

A) digital orientation 
B) digital media 
C) electronic marketing 
D) digital electronics 
E) electronic processing 
A) digital orientation 
B) digital media 
C) electronic marketing 
D) digital electronics 
E) electronic processing

Question 7

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

Accepted Answer

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. 
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.

Question 8

Redbox has established outlets in the simulated environment of Second Life.Your ____ is able to rent a movie from a Redbox.

Accepted Answer

A) clone 
B) avatar 
C) pet 
D) Q 
E) dynasty 
A) clone 
B) avatar 
C) pet 
D) Q 
E) dynasty

Question 9

Marketers can use digital media to promote their companies,but marketers should not use this medium to address problems.

Accepted Answer

A) True 
 B)False

Question 10

Despite emerging technologies,consumers are unchanging in their traditional information searches and consumption behaviors.

Accepted Answer

A) True 
 B)False

Question 11

LinkedIn is a social networking site geared toward

Accepted Answer

A) Millennials. 
B) teenagers. 
C) singles. 
D) professionals. 
E) retired people. 
A) Millennials. 
B) teenagers. 
C) singles. 
D) professionals. 
E) retired people.

Question 12

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

Accepted Answer

A) True 
 B)False

Question 13

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?

Accepted Answer

A) LinkedIn 
B) Bing 
C) MySpace 
D) Twitter 
E) Facebook 
A) LinkedIn 
B) Bing 
C) MySpace 
D) Twitter 
E) Facebook

Question 14

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

Accepted Answer

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

Question 15

A LinkedIn profile resembles

Accepted Answer

A) a photo album 
B) an address book 
C) a resume 
D) a book review 
E) class notes 
A) a photo album 
B) an address book 
C) a resume 
D) a book review 
E) class notes

Question 16

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?

Accepted Answer

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

Question 17

A(n)____ channel provides the opportunity for a marketer to customize promotions.

Accepted Answer

A) accessible 
B) controlled 
C) marketing 
D) linked 
E) addressable 
A) accessible 
B) controlled 
C) marketing 
D) linked 
E) addressable

Question 18

Consumers are changing ____ and consumption behaviors as a result of emerging technologies.

Accepted Answer

A) their eating habits 
B) their spending money 
C) their disposable income 
D) their shopping partners 
E) their information searches 
A) their eating habits 
B) their spending money 
C) their disposable income 
D) their shopping partners 
E) their information searches

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 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

Accepted Answer

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

Question 20

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?

Accepted Answer

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. 
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.

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

Commentators are people who comment on blogs or post ratings and reviews.

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

Which of the following refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers using digital marketing.

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

Redbox has established outlets in the simulated environment of Second Life.Your ____ is able to rent a movie from a Redbox.

Marketers can use digital media to promote their companies,but marketers should not use this medium to address problems.

Despite emerging technologies,consumers are unchanging in their traditional information searches and consumption behaviors.

LinkedIn is a social networking site geared toward

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

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 profile resembles

A(n)____ channel provides the opportunity for a marketer to customize promotions.

Consumers are changing ____ and consumption behaviors as a result of emerging technologies.

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?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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

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

Commentators are people who comment on blogs or post ratings and reviews.

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

Which of the following refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers using digital marketing.

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

Redbox has established outlets in the simulated environment of Second Life.Your ____ is able to rent a movie from a Redbox.

Marketers can use digital media to promote their companies,but marketers should not use this medium to address problems.

Despite emerging technologies,consumers are unchanging in their traditional information searches and consumption behaviors.

LinkedIn is a social networking site geared toward

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

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 profile resembles

A(n)____ channel provides the opportunity for a marketer to customize promotions.

Consumers are changing ____ and consumption behaviors as a result of emerging technologies.

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?

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

Developing and Managing Products

Services Marketing

Branding and Packaging

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