Question 1

Digital marketing uses all digital media to develop communication and exchanges with customers.

Accepted Answer

A) True 
 B)False

Question 2

Use the following to answer the questions.
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.Google's mission is "to organize the world's information and make it universally accessible and useful." 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.For people who want to dialogue,Google provides various groups,blogs,social networks,and more.For people who want to explore and innovate,Google offers online labs.Google provides the resources for the scientist and poet alike,for the person who wants to actively interact with an online audience,and the person who just wants to sit and look.
-Refer to Scenario 9.2.Through Google,people can comment on someone else's blog,post product reviews,or contribute to a wiki.____ would most likely participate in this kind of activity.

Accepted Answer

A)  Creators 
B)  Critics 
C)  Collectors 
D)  Joiners 
E)  Spectators 
A)  Creators 
B)  Critics 
C)  Collectors 
D)  Joiners 
E)  Spectators

Question 3

The attrition rate for digital media channels is

Accepted Answer

A)  nonexistent. 
B)  diminutive. 
C)  low. 
D)  about the same as traditional businesses. 
E)  very high. 
A)  nonexistent. 
B)  diminutive. 
C)  low. 
D)  about the same as traditional businesses. 
E)  very high.

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

Accepted Answer

A)  applications (apps) 
B)  widgets 
C)  cookies 
D)  speed dials 
E)  texts 
A)  applications (apps) 
B)  widgets 
C)  cookies 
D)  speed dials 
E)  texts

Question 6

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 7

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

Accepted Answer

A)  the recession. 
B)  the globalization of companies. 
C)  the increase in store brands. 
D)  the increase of consumers using digital media to publicize their own product reviews. 
E)  the increase in consumer buying power. 
A)  the recession. 
B)  the globalization of companies. 
C)  the increase in store brands. 
D)  the increase of consumers using digital media to publicize their own product reviews. 
E)  the increase in consumer buying power.

Question 8

Due to increasing consumer demand,many television networks are creating ____ of their shows.

Accepted Answer

A)  podcasts 
B)  wikis 
C)  virtual realities 
D)  digital characters 
E)  imitations 
A)  podcasts 
B)  wikis 
C)  virtual realities 
D)  digital characters 
E)  imitations

Question 9

Positive and negative online reviews act as reputation enhancers.

Accepted Answer

A) True 
 B)False

Question 10

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 11

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 12

Walmart has stores in China where Spectators make up the majority of the online population.To match their marketing efforts with the characteristics of the population,Walmart should

Accepted Answer

A)  have a contest to gather consumer-generated content. 
B)  ignore comments from Critics. 
C)  create a Fan Page and invite consumers to post their thoughts. 
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)  create a Fan Page and invite consumers to post their thoughts. 
D)  post its own promotional messages on blogs and websites. 
E)  stick to traditional promotions rather than social networking.

Question 13

The ability of a marketer to identify customers before they make a purchase is called

Accepted Answer

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

Question 14

Companies use photosharing in order to add a personal touch to their businesses.

Accepted Answer

A) True 
 B)False

Question 15

It is unusual for consumers to be members of several social networking sites at once.

Accepted Answer

A) True 
 B)False

Question 16

Explain how consumer-generated content on digital media can be useful to marketers.

Accepted Answer

The answer of Explain how consumer-generated content on digital media...

Question 17

Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications.

Accepted Answer

A) True 
 B)False

Question 18

Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization.

Accepted Answer

A) True 
 B)False

Question 19

Nielsen Marketing Research finds that consumers spend more time on email than social networking sites.

Accepted Answer

A) True 
 B)False

Question 20

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 9.1.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.

Exam 9: Digital Marketing and Social Media

Digital marketing uses all digital media to develop communication and exchanges with customers.

The attrition rate for digital media channels is

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

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

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

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

Due to increasing consumer demand,many television networks are creating ____ of their shows.

Positive and negative online reviews act as reputation enhancers.

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 LinkedIn profile resembles

Walmart has stores in China where Spectators make up the majority of the online population.To match their marketing efforts with the characteristics of the population,Walmart should

The ability of a marketer to identify customers before they make a purchase is called

Companies use photosharing in order to add a personal touch to their businesses.

It is unusual for consumers to be members of several social networking sites at once.

Explain how consumer-generated content on digital media can be useful to marketers.

Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications.

Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization.

Nielsen Marketing Research finds that consumers spend more time on email than social networking sites.

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Product Decisions

Strategic Product Management

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

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