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Exam 10: Digital Marketing and Social Networking

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Question 51

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Of the online user segments in the Social Technographics Profile, the largest group in most countries is

A) creators.
B) critics.
C) collectors.
D) joiners.
E) spectators.

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Question 52

Multiple Choice

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____ is a popular mobile photo-sharing site.

A) YouTube
B) Facebook
C) Tumblr
D) Twitter
E) Instagram

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Question 53

Multiple Choice

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Instacart is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Consumers can use the app to contact independent contractors, who will travel to grocery stores and pick up groceries. They will then travel to the consumers' homes to deliver the groceries. Groceries are often marked up to account for the delivery, and customers often pay the drivers tips. However, they receive the benefit of not having to worry about grocery shopping. This service capitalizes on which variable of the e-marketing mix?

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.

____ connects customers with marketers as well as other customers.

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

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

______________ can be ideas and creative materials, songs, movies, books, or electronics that are developed to educate or entertain.

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest?

Scenario 10.2 Use the following to answer the questions. Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 10.2. Political parties are also utilizing social media to connect with voters and to keep individuals informed about the up-to-the-minute activities in the political campaigns. If the politicians wanted to involve the potential voters in the campaign, they could utilize _______, a new trend in video marketing, and create input for their Facebook pages.

How have digital media and social networking changed the consumer's buying behavior?

____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

Digital media channels have all the benefits of a brick-and-mortar store and are therefore growing in popularity.

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses.

A great benefit of social networking is the ability it gives marketers to reach out to new markets.

The ability to obtain digital information is referred to as

Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of

Social networking sites are useful for large business, but are not financially feasible for small businesses.