Marketing, International Edition 16th Edition by G. Tomas- Test Bnak

Marketing, International Edition 16th Edition by G. Tomas- Test Bnak

Chapter 9—Digital Marketing and Social Media

ESSAY

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

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

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

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

3. Compare the characteristics that distinguish e-marketing from traditional marketing.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Analytic | CBE: Model Strategy | CBE: Model Online/Computer
TYP: Knowledge

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

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Strategy TYP: Comprehension

5. Why is it beneficial for a company to use a Fan Page? How can a company avoid the mistake of making members feel pressured to purchase products?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Customer | CBE: Model Online/Computer
TYP: Application

6. In what ways can a company use YouTube to its advantage?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Promotion | CBE: Model Online/Computer
TYP: Application

7. How have digital media and social networking changed the consumer’s buying behavior?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Customer TYP: Application

8. Describe the six segments included in the Social Technographics Profile.

ANS:
Answer not provided.

PTS: 1 DIF: Easy
NAT: AACSB: Technology | CBE: Model Customer TYP: Knowledge

9. Explain how digital marketing can help increase the efficiency of a company’s distribution process.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Distribution TYP: Knowledge

10. Explain the concept “push-pull” when referring to digital marketing as a new distribution channel.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Analytic | CBE: Model Distribution | CBE: Model Online/Computer
TYP: Comprehension

11. In what ways can digital media be used as a market research tool?

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Research | CBE: Model Online/Computer
TYP: Knowledge

12. Explain the ethical issues associated with digital media.

ANS:
Answer not provided.

PTS: 1 DIF: Moderate
NAT: AACSB: Ethics | CBE: Model Online/Computer TYP: Knowledge

MULTIPLE CHOICE

13. Digital media have created opportunities for companies to
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.

ANS: B PTS: 1 DIF: Moderate
NAT: AACSB: Reflective Thinking | AACSB: Technology | CBE: Model Strategy
TYP: Comprehension

14. Electronic media that function using digital codes are called
a. digital marketing.
b. digital media.
c. electronic marketing.
d. digital electronics.
e. e-marketing

ANS: B PTS: 1 DIF: Easy
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

15. Consumers are changing ____ and consumption behaviors as a result of emerging technologies.
a. their eating habits
b. their spending money
c. their disposable income
d. their shopping partners
e. their information searches

ANS: E PTS: 1 DIF: Difficult
NAT: AACSB: Technology | CBE: Model Customer | CBE: Model Online/Computer
TYP: Comprehension

16. ____ uses the Internet and mobile and interactive channels to develop communication and exchanges with customers.
a. Digital marketing
b. Digital media
c. Electronic marketing
d. Digital electronics
e. E-marketing

ANS: A PTS: 1 DIF: Easy
NAT: AACSB: Communication | AACSB: Technology | CBE: Model Online/Computer
TYP: Knowledge

17. Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing.
a. digital orientation
b. digital media
c. electronic marketing
d. digital electronics
e. electronic processing

ANS: C PTS: 1 DIF: Easy
NAT: AACSB: Technology | CBE: Model Marketing Plan | CBE: Model Online/Computer
TYP: Knowledge

18. The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their
a. competitors.
b. store environment.
c. opponents.
d. employees.
e. legal representatives.

ANS: D PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Application

19. According to Nielsen Marketing Research, consumers spend more time on ____ than e-mail.
a. Google
b. shopping sites
c. video sharing sites
d. blogs
e. social networking sites

ANS: E PTS: 1 DIF: Difficult
NAT: AACSB: Communication | CBE: Model Customer | CBE: Model Online/Computer
TYP: Knowledge

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

ANS: E PTS: 1 DIF: Moderate
NAT: AACSB: Reflective Thinking | AACSB: Technology | CBE: Model Strategy
TYP: Comprehension

21. Which of the following characteristics distinguish online media from traditional marketing?
a. Experience, networking, and personal contact
b. Social networking, personal contacts, control, and salesmanship
c. Addressability, interactivity, accessibility, connectivity, and control
d. Environment, responsiveness, customization, and affordability
e. Dynamic responsiveness, control, friendliness, and attention-getting

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

22. JC Penney’s website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing
a. addressability.
b. social networking.
c. interactivity.
d. accessibility.
e. control.

ANS: A PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Customer TYP: Application

23. The ability of a marketer to identify customers before they make a purchase is called
a. connectivity.
b. addressability.
c. interactivity.
d. accessibility.
e. control.

ANS: B PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Customer TYP: Knowledge

24. Sam’s Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a
a. virtual reality.
b. podcast.
c. recruiting tool.
d. social network.
e. employment opportunity.

ANS: D PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Application

25. A(n) ____ channel provides the opportunity for a marketer to customize promotions.
a. accessible
b. controlled
c. marketing
d. linked
e. addressable

ANS: E PTS: 1 DIF: Difficult
NAT: AACSB: Technology | CBE: Model Promotion TYP: Knowledge

26. ____ facilitates ____, as it enables customer engagement to facilitate product innovation.
a. Accessibility / customization
b. Addressability / relationship marketing
c. Accessibility / relationship marketing
d. Control / relationship marketing
e. Control / customization

ANS: B PTS: 1 DIF: Difficult
NAT: AACSB: Reflective Thinking | CBE: Model Product TYP: Comprehension

27. ____ allows customers to express their needs and wants directly to a company in response to its marketing communications.
a. Socialability.
b. Addressability.
c. Interactivity.
d. Accessibility.
e. Control.

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Customer TYP: Knowledge

28. Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.
a. accessible
b. controlled
c. linked
d. addressable
e. interactive

ANS: E PTS: 1 DIF: Moderate
NAT: AACSB: Communication | AACSB: Technology | CBE: Model Online/Computer
TYP: Application

29. Digital media such as blogs allow marketers to interact with prospective customers in
a. person.
b. an assertive manner.
c. a non-threatening environment.
d. real time.
e. friendly environment.

ANS: D PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

30. The ability to obtain digital information is referred to as
a. accessibility.
b. addressability.
c. interactivity.
d. connectivity.
e. control.

ANS: A PTS: 1 DIF: Easy
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

31. Home Depot has an iPhone icon that allows users to match colors in photographs with the store’s selection of carpets. This is an example of a(n)
a. application (app).
b. keypad function.
c. voice-activated system.
d. digital system.
e. interactivity.

ANS: A PTS: 1 DIF: Easy
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Application

32. Interactive links on websites can help advertising move away from being an intrusion to
a. attracting spectators.
b. being more accessible.
c. developing relationships.
d. providing the customer with control.
e. alluring the inactives.

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Reflective Thinking | AACSB: Technology | CBE: Model Online/Computer
TYP: Comprehension

33. One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses
a. applications (apps)
b. widgets
c. cookies
d. speed dials
e. texts

ANS: A PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

34. Smart phones and PDAs contain ____ that help consumers access more information about businesses.
a. treatments
b. digits
c. modulars
d. actions
e. applications

ANS: E PTS: 1 DIF: Difficult
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

35. ____ involves the use of digital networks to provide linkages between information providers and users.
a. accessibility.
b. addressability.
c. interactivity.
d. connectivity.
e. control.

ANS: D PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

36. ____ connects customers with marketers as well as other customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control

ANS: D PTS: 1 DIF: Difficult
NAT: AACSB: Technology | CBE: Model Customer TYP: Knowledge

37. ____ refers to customers’ ability to regulate the information they view and the rate and sequence of their exposure to that information.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control

ANS: E PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

38. The Internet can be referred to as a ____ medium because users determine which websites they are going to view.
a. selective
b. discriminating
c. pull
d. push
e. monopolistic

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

39. Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.
a. accessibility
b. control
c. interactivity
d. addressability
e. connectivity

ANS: B PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Application

40. Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as
a. Enterprise 2.0
b. Company Dynamics
c. Cutting-edge technology
d. Workplace Expansion
e. Employee 2.0

ANS: A PTS: 1 DIF: Difficult
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

41. ____ are free online publicity that helps the company
a. Negative customer reviews
b. Company websites
c. Anti-company wikis
d. Positive customer reviews
e. Social technographics

ANS: D PTS: 1 DIF: Difficult
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

42. Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ____ than corporate messages.
a. authentic
b. colorful
c. approving
d. bogus
e. flattering

ANS: A PTS: 1 DIF: Easy
NAT: AACSB: Communication | CBE: Model Strategy | CBE: Model Online/Computer
TYP: Application

43. Toyota encourages customers to post reviews on their company website in the hopes of increasing the company’s
a. target market.
b. credibility.
c. mode of operation.
d. reach.
e. monopoly.

ANS: B PTS: 1 DIF: Difficult
NAT: AACSB: Communication | CBE: Model Strategy | CBE: Model Online/Computer
TYP: Application

44. Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize
a. a job search.
b. a test market.
c. consumer-generated marketing.
d. a new concept viewing.
e. an employment opening.

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Application

45. ____ are more consumer-driven than traditional media.
a. Television commercials
b. Radio spots
c. Print ads
d. Digital media
e. Billboard advertisements

ANS: D PTS: 1 DIF: Moderate
NAT: AACSB: Technology | CBE: Model Online/Computer TYP: Knowledge

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

ANS: D PTS: 1 DIF: Difficult
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

47. One trend that has caused consumer-generated information to gain importance is
a. an increase in mobile digital technology.
b. consumers’ tendencies to trust other consumers over corporations.
c. the cultural trend of consumers being influenced by the “village.”
d. the increase in adults other than parents influencing children.
e. a reduction in advertising expenditures.

ANS: B PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Customer TYP: Knowledge

48. Two trends that have caused consumer-generated information to gain importance is
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.

ANS: C PTS: 1 DIF: Moderate
NAT: AACSB: Communication | CBE: Model Customer | CBE: Model Online/Computer
TYP: Knowledge

49. Marketing strategists say businesses ____ consumers via social media
a. should connect to
b. should avoid recommendations from
c. should ignore the advice of
d. should stay away from
e. should control

ANS: A PTS: 1 DIF: Easy
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge

50. The average Facebook user becomes a fan of several ____ each month.
a. television shows
b. Fan Pages
c. Brand sheets
d. Promotional Folios
e. Facebook Leafs

ANS: B PTS: 1 DIF: Easy
NAT: AACSB: Communication | CBE: Model Online/Computer
TYP: Knowledge