mktg ch 10 – Flashcards
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Digital media have created opportunities for companies to
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target specific markets
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Electronic media that function using digital codes are called
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digital media
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Consumers are changing ______ and consumption behaviors as a result of emerging technologies
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their information searches
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Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing.
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electronic marketing
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The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their
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employees
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According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail
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social networking sites
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As digital communication technologies have advanced, it possible for marketers to
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reach markets that were previously inaccessible
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Which of the following characteristics distinguish online media from traditional marketing?
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Addressability, interactivity, accessibility, connectivity, and control
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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
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addressability
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The ability of a marketer to identify customers before they make a purchase is called
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addressability
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A(n) ________ channel provides the opportunity for a marketer to customize promotions.
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Addressable
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_______ facilitates _______, as it enables customer engagement to facilitate product innovation.
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Addressability / relationship marketing
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_______ allows customers to express their needs and wants directly to a company in response to its marketing communications
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interactivity
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Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website.
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interactive
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Digital media such as blogs allow marketers to interact with prospective customers in
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real time
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The ability to obtain digital information is referred to as
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accessibility
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Interactive links on websites can help advertising move away from being an intrusion to
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developing relationships
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_______ involves the use of digital networks to provide linkages between information providers and users.
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connectivity
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______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
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control
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The Internet can be referred to as a ______ medium because users determine which websites they are going to view.
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pull
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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.
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control
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Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as
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Enterprise 2.0
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__________ are free online publicity that helps the company
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positive customer reviews
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Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages.
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authentic
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Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's
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credibility
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Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize
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consumer-generated marketing
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______ are more consumer-driven than traditional media.
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digital media
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One trend that has caused consumer-generated information to gain importance is
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the increase of consumers using digital media to publicize their own product reviews.
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One trend that has caused consumer-generated information to gain importance is
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consumers' tendencies to trust other consumers over corporations.
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Marketing strategists say businesses ________ consumers via social media
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should connect to
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The average Facebook user becomes a fan of several ______ each month
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fan pages
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Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page.
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widgets
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Which of the following statements is true regarding Fan Pages on Facebook?
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They have no benefit for the company, but are still essential because the consumer demands it.
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Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers.
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inexpensive
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The first modern social network was shut down due to
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lack of interest
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The fastest-growing group on Facebook is
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women aged 55 and over
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MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends.
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dating
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IHOP is active on Facebook for the purpose of engaging in ______ marketing
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relationship
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Which social networking site asks its members "What are you doing?"
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twitter
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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?
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twitter
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A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites
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wiki
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Some companies use ______ as internal tools for teams working on a project requiring lots of documentation.
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wikis
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______ is a popular photosharing site on the Internet.
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Flickr
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Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products.
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Flickr
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_______ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.
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podcasts
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Due to increasing consumer demand, many television networks are creating ______ of their shows.
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podcasts
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Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox.
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avatar
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As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
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in the hands of the consumer
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The attrition rate for digital media channels is
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very high
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______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.
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creators
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Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.
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creators
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Of the online user segments in The Social Technographics Profile, the largest group is most countries is
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spectators
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______ usually constitute a smaller part of the online population than the other groups.
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collectors
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Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a
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joiner
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______ are online users who do not participate in any digital online media.
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inactives
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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
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post its own promotional messages on blogs and websites.
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Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should
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create a Fan Page and invite consumers to post their thoughts.
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KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
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focus more on traditional promotions rather than social networking
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Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as
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bricks-and-clicks
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The ability to process orders electronically and increase the speed of communications via the Internet reduces
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distribution costs
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Online surveys can serve as an alternative to
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mail surveys, telephone surveys, or personal interviews
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______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets
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Crowdsourcing
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Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information.
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social networking
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About ______ of Americans participate in online discussion forums
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30%
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______ of online shoppers read ratings and reviews before making a purchasing decision.
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over 3/4
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Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should
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compare sales before and after the campaign was launched.
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Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should
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monitor the website to see if web traffic increased after the launch of the campaign
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Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through
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a digital media measurement system
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Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online
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Federal Trade Commission
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______ includes any attempt to intentionally conduct dishonest activities online
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online fraud
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______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts.
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a brand-protection firm
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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
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addressability.
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This is an example of one of the characteristics that distinguish online media from traditional marketing, namely
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accessibility
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The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.
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interactivity
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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
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control
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The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?
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connectivity
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Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to
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creators
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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.
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critics
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Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups?
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joiners
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Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market.
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collectors
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If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others.
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Spectators
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____ relates to perceptions of value and is the most flexible element of the marketing mix.
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pricing
