BTM 104 – Chapter 9: Digital Marketing and Social Networking – MindTap.

question

Fill in the blanks with the words that would best complete the statements below. 1- Digital media tools are more than traditional media and are changing marketing. 2 – Consumers are increasingly publishing their own thoughts and product discussions online using. 3 – Businesses use digital media internally to assist in workplace connections and knowledge transfer. 4 – __________ is a concept that helps marketers maintain high-quality relationships with existing customers through ongoing communications designed to shape their expectations and perceptions. 5 – ___________ is the most popular social media site and it appeals to a broad demographic.
answer

1 – Consumer Driven 2 – Blogs 3 – Can 4- Interactivity 5 – Facebook
question

Your CEO started his career before the Internet assumed the prominence that it currently has in business and marketing strategies. He wants to quickly get up to speed on the key aspects of digital media and its applications in business and marketing strategy. In this regard, he sent you a list of his observations about digital media and he wants you to validate whether or not his perceptions are correct. Which of the following statements below IS an accurate description of digital media’s impact in business and marketing strategy? Choose all that apply.
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a. Mobile technology is changing the customer’s shopping experience. b. Marketers must embrace digital media. d. Technology is dynamic and consumers’ buying habits are dynamic as well. e. Consumers now expect to have access to more information and receive it faster than before.
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Which of the following statements is true about digital media and the marketing mix?
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c. Retailers are creating e-commerce sites on Facebook.
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Choose whether each statement about digital media below is true or false from the options in the drop down menu. 1 – Electronic marketing includes the process of discovering the desires of customers using digital media and digital marketing. 2 – Digital media is different from traditional marketing because of five key characteristics: addressability, interactivity, accessibility, connectivity, and control. 3 – New information technologies such as social media represent a tremendous opportunity because they facilitate communications while significantly reducing costs. 4 – Digital media are electronic media that function using digital codes. 5 – The interactivity of digital media enables the firm to engage with its stakeholders.
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1 – True 2- True 3- True 4- True 5- False
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Choose the type of digital media from the drop down menu that best fits each description below. 1 – Users will choose an avatar for this digital media type. 2 – Users can share videos, photos and podcasts. 3 – Marketers can use these to personalize webpages. 4 – Online authors editorialize and comment on issues using these Internet-based mediums. 5 – Information is shared online via this open-format medium, and sometimes the information is incorrect.
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1 – Virtual Sites 2 – media-sharing sites 3- widgets 4 – blogs 5 – wikis
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​Social networking sites are useful for large business, but are not financially feasible for small businesses.
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False
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​Connectivity refers to a customer’s ability to regulate the information that is viewed.
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False
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​Control refers to the customer’s ability to access information on the Internet with simple clicks on a keyboard.
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Flase
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​Companies use photosharing in order to add a personal touch to their businesses.
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True
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​One of the fastest-growing areas in mobile technology is the creation of applications.
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True
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​While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.
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False
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​Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.
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True
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​Addressability allows customers to respond to a company’s marketing communications by expressing their reactions and desires directly to the company.
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False
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​The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
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True
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​Positive and negative online reviews act as reputation enhancers.
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False
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1 – According to Rob Siefker, the CEO of Zappos, Tony Hsieh, does not like the term social media. Tony tried to ensure that the employees at Zappos don’t use the term, but the term is ubiquitous. Which of the following statements is true of social media? a. Social media is exclusively used for electronic marketing. b. Social media lacks feedback mechanisms. c. Social media is more consumer-driven than traditional media. d. Yahoo! is the most popular social media site in the world. 2 – Zappos uses social media as a communications tool in such a way that it is available to people wherever they are. This is an example of _____. 3 – Zappos has a Facebook page where people can interact. The company’s customer loyalty team monitors the Facebook page for service as well as fun interactions. Organizations use Facebook primarily to _____. a. store confidential information b. offer free download of software to users c. give special incentives to customers d. edit the content of other websites 4 – When a customer complains on Twitter that he has not received his Zappos package on time, Zappos’ customer loyalty team responds to the tweet, interacts with the customer, and resolves the situation. The customer loyalty team’s behavior exhibits the _____ characteristic of online media. a. accessibility b. control c. addressability d. interactivity 5 – Zappos uses social networking sites such as Twitter to connect to its customers on a more personal level. Which of the following statements is true of social networking sites? a. Social networking sites are also known as web-based journals. b. Social networking sites are solely used by companies to connect to their customers. c. Social networking sites offer ways for marketers to promote their companies. d. Social networking sites mostly offer paid membership. 6 – Zappos has no rules for employees regarding tweeting. Instead of creating policies, it relies on core values. Twitter as a social media platform can be used to _____. a. store confidential information b. enhance customer service c. edit contents of other websites d. enable free download of software 7 – Zappos has a Facebook page through which the company interacts with its customers and tries to engage them in conversation. The company uses social media to create a real connection with customers and describes itself as a human company. This exemplifies how social networking sites are useful for _____. a. visual merchandising b. direct selling c. relationship marketing d. market segmentation One important reason for Zappos being successful at its digital marketing efforts is that the company has _____. 8 – One important reason for Zappos being successful at its digital marketing efforts is that the company has _____. a. solely used social networking sites to promote its products b. tried to collect personal information of customers and has based its marketing activities on the information obtained c. used the advertising platforms of its advertising partners to promote its products d. forged a real connection with its customers by having strong interactions with them
answer

1 – C. Social media is more consumer-driven than traditional media. 2 – C. digital marketing 3 – C. give special incentives to customers 4 – D. Interactivity 5 – C. Social networking sites offer ways for marketers to promote their companies. 6- B. enhance customer service 7 – C. Relationship Marketing 8 – D. forged a real connection with its customers by having strong interactions with them

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