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Exam 10: Digital Marketing and Social Networking

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Question 91

Multiple Choice

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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

A) in danger.
B) under the authority of the government.
C) in the hands of the company's competitors.
D) in the hands of the consumer.
E) in the hands of the stockholders.

F) B) and E)
G) None of the above

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Question 92

Multiple Choice

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Those who use Zipcar's services share a car in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog.

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

F) A) and C)
G) All of the above

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Question 93

Multiple Choice

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Which of the following statements is true regarding digital marketing?

The birth of the Internet unleashed a smorgasbord of new digital marketing opportunities for the modern-day marketer. Marketers are now only limited by their ability to grasp and utilize all the tools and techniques of digital marketing. On the other hand, consumers now demand more information faster than before. This challenge is complicated by the fact that different consumers use social media in different ways. According to the Social Technographics Profile, _____________ are those consumers who develop their own social media outlets, whereas______________ are consumers who gather and organize social media content generated by others.

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false.

Which of the following characteristics distinguish online media from traditional marketing?

Due to increasing consumer demand, many television networks are creating ____ of their shows.

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.

Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a

Taylor is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Taylor can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media.

Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars.

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but it also connects you with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links, of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. Refer to Scenario 10.1. 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.

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. Politicians could use _____, the ultimate type of social media for reaching those potential voters who want to stay connected to the latest information.

The Facebook audience is large, but it has yet to surpass the audience of a popular television network.