BUSA 2115 Ch 13 quiz – Flashcards
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Gary purchases a mobile phone on PurpleStore Inc., an online store. Which of the following types of marketing is depicted in this case?
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Digital Marketing
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PickWick Corp., an online electronic store, installs cookies on users' computers that allow it to identify a customer when he or she returns to the website. Which of the following characteristics of digital marketing is depicted in this scenario?
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Addressability
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In the context of characteristics of digital marketing, addressability is defined as the ability:
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of a marketer to identify customers before they make a purchase.
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In the context of the characteristics of digital marketing, interactivity is defined as the ability:
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of customers to express their needs and wants directly to a firm in response to its marketing communications.
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In the context of the characteristics of digital marketing, accessibility is defined as the ability:
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of marketers to obtain digital information
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In the context of the characteristics of digital marketing, connectivity is defined as the ability:
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of consumers to be linked with marketers along with other consumers.
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In the context of the characteristics of digital marketing, control is defined as:
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a customer's ability to regulate the information they view as well as the rate and exposure to that information.
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To develop communication and exchanges with customers, digital marketing uses all digital media including _____.
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mobiles and interactive channels
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Which of the following statements is true of the Internet?
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It facilitates business transactions and allows them to serve customers more quickly.
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Which of the following statements is true of digital media?
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New businesses are evolving that would not exist without digital media.
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Which of the following is a difference between digital media and conventional marketing techniques?
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Unlike conventional marketing techniques, digital media help marketers utilize new resources in seeking out and communicating with customers.
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The "site to store" system used in Walmart:
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eliminates shipping costs for consumers who pick up their deliveries in the store.
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Laura is a big fan of Starbucks Coffee. She shows her admiration for the company by clicking on the "Like" icon on the coffee retailer's Facebook page. Which of the following types of marketing is depicted in this scenario?
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Consumer-generated marketing
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Which of the following statements is the disadvantage of using blogs from the marketers' perspective?
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They allow bloggers to post whatever they like about a company or its products, whether their opinions are positive or negative, true or false.
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Which of the following statements is true of wikis?
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They enable users to add to or edit content of some websites
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audio or video files that can be downloaded from the Internet.
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Podcasts
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Which of the following statements is true of virtual worlds?
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They are being used by businesses to familiarize consumers with their goods and services.
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In the context of mobile marketing, _____ are released by businesses to help consumers access more information about their company or to provide incentives.
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Apps
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In the context of mobile marketing, _____ are small bits of software on a website, desktop, or mobile device that perform a simple purpose, such as providing stock quotes or blog updates.
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widgets
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According to the social technographics by Forrester Research, collectors are individuals who:
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use RSS feeds and add tags to web pages or photos.
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Critics, according to the social technographics by Forrester Research, are most likely to:
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post ratings/reviews of products or services.
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Who among the following is most likely to fall under the category of critics according to the social technographics by Forrester Research?
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Valerie spends most of her time online posting customer reviews and rating products.
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According to the social technographics by Forrester Research, who among the following is most likely to be categorized as spectators?
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Jane spends most of her time online reading blogs and reviews and watching videos posted by others.
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In the context of using digital media to learn about consumers, which of the following statements is true of crowdsourcing?
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It allows marketers to find out the opinion or needs of potential markets.
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Philip, a marketing manager, wants to find out what kind of products customers like and how they feel about his company. To gather inputs from customers, he tries to engage them through online contests on social networking sites. These contests ask customers to come up with new taglines for the company or suggest improvements in the products. In this scenario, Philip is engaging in _____.
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crowdsourcing
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In the context of social and legal issues in Internet marketing, _____ compiles an annual list of consumer complaints related to the Internet and digital media.
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the U.S. Federal Trade Commission
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Which of the following statements is true of privacy in the context of Internet marketing?
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Shopping on the Internet allows businesses to track consumers on a personal level.
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identifying strings of text, stored on users' computers, that permit website operators to track how often users visits a site.
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Cookies
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The practice of phishing involves con artists:
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counterfeiting a well-known website and sending out e-mails directing Internet users to it.
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Which of the following activities is one of the major intellectual property problems?
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Pirating of software, videogames, movies, and music
