Exam 10: Digital Marketing and Social Networking

Addressability represents the ultimate expression of the marketing concept.

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. -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

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

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

One trend that has caused consumer-generated information to gain importance is

Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an)

A new trend in video marketing is the use of amateur filmmakers.

____ facilitates ____, as it enables customer engagement to facilitate product innovation.

____ are people who gather information and organize content generated by critics and creators.

Twitter is useful for communications between friends, but not for communications between businesses and customers.

Traditional marketing media are more consumer-driven than digital media.

Walgreen's has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.

When using Facebook Fan Pages, companies must dedicate time to ____ in order to make Fans feel connected.

Attempts to deceive consumers into releasing personal information online is referred to as online fraud.

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

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard.

Joiners are those consumers who read what other consumers write, but do not produce any content themselves.

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest?

Spectators like to read what other people write and produce online, but do not produce any content themselves.

Connectivity refers to a customer's ability to regulate the information that is viewed.