Question 1

As the Internet and digital communication technologies have advanced,marketers are able to target markets more precisely.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Digital media have created opportunities for companies to

Accepted Answer

A)  gain more control over what the consumer sees. 
B)  target specific markets. 
C)  offer the exact experience as a brick and mortar store. 
D)  manage information that is disseminated through the web. 
E)  stimulate all five senses during the on-line shopping experience. 
A)  gain more control over what the consumer sees. 
B)  target specific markets. 
C)  offer the exact experience as a brick and mortar store. 
D)  manage information that is disseminated through the web. 
E)  stimulate all five senses during the on-line shopping experience.

Question 4

____ of online shoppers read ratings and reviews before making a purchasing decision.

Accepted Answer

A)  One-fourth 
B)  A third 
C)  Almost half 
D)  Over three-fourths 
E)  Practically all 
A)  One-fourth 
B)  A third 
C)  Almost half 
D)  Over three-fourths 
E)  Practically all

Question 5

Online surveys can serve as an alternative to

Accepted Answer

A)  mail surveys,telephone surveys,or personal interviews. 
B)  mail surveys only. 
C)  mail and telephone surveys,but not personal interviews. 
D)  personal interviews only. 
E)  telephone surveys only. 
A)  mail surveys,telephone surveys,or personal interviews. 
B)  mail surveys only. 
C)  mail and telephone surveys,but not personal interviews. 
D)  personal interviews only. 
E)  telephone surveys only.

Question 6

Explain the ethical issues associated with digital media.

Accepted Answer

The answer of Explain the ethical issues associated with digital...

Question 7

While social networks can be used to target customers,it is still easier to target precise consumer groups using traditional marketing media.

Accepted Answer

A) True 
 B)False

Question 8

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.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 9

The Internet can be referred to as a ____ medium because users determine which websites they are going to view.

Accepted Answer

A)  selective 
B)  discriminating 
C)  pull 
D)  push 
E)  monopolistic 
A)  selective 
B)  discriminating 
C)  pull 
D)  push 
E)  monopolistic

Question 10

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

Accepted Answer

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

Question 11

Digital media refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers Internet using digital marketing.

Accepted Answer

A) True 
 B)False

Question 12

Describe the opportunities that have evolved in marketing due to the use of digital media.

Accepted Answer

The answer of Describe the opportunities that have evolved in...

Question 13

Initiators are those consumers who generate their own media outlets,such as blogs and wikis.

Accepted Answer

A) True 
 B)False

Question 14

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 15

As digital communication technologies have advanced,it possible for marketers to

Accepted Answer

A)  have more control over their product's positioning. 
B)  have more control over the processing of information. 
C)  have more control over people's perceptions of their business. 
D)  be more selective on news releases regarding their company. 
E)  reach markets that were previously inaccessible. 
A)  have more control over their product's positioning. 
B)  have more control over the processing of information. 
C)  have more control over people's perceptions of their business. 
D)  be more selective on news releases regarding their company. 
E)  reach markets that were previously inaccessible.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

____ are free online publicity that helps the company

Accepted Answer

A)  Negative customer reviews 
B)  Company websites 
C)  Anti-company wikis 
D)  Positive customer reviews 
E)  Social technographics 
A)  Negative customer reviews 
B)  Company websites 
C)  Anti-company wikis 
D)  Positive customer reviews 
E)  Social technographics

Question 19

____ is a popular photosharing site on the Internet.

Accepted Answer

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

Question 20

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration.Management wants to build excitement and anticipation for the event.Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

Accepted Answer

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

Exam 9: Digital Marketing and Social Media

As the Internet and digital communication technologies have advanced,marketers are able to target markets more precisely.

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

Digital media have created opportunities for companies to

____ of online shoppers read ratings and reviews before making a purchasing decision.

Online surveys can serve as an alternative to

Explain the ethical issues associated with digital media.

While social networks can be used to target customers,it is still easier to target precise consumer groups using traditional marketing media.

The Internet can be referred to as a ____ medium because users determine which websites they are going to view.

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

Digital media refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers Internet using digital marketing.

Describe the opportunities that have evolved in marketing due to the use of digital media.

Initiators are those consumers who generate their own media outlets,such as blogs and wikis.

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

As digital communication technologies have advanced,it possible for marketers to

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

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

____ are free online publicity that helps the company

____ is a popular photosharing site on the Internet.

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration.Management wants to build excitement and anticipation for the event.Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

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

Filters