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Exam 9: Digital Marketing and Social Networking

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Question 1

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

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In a push-pull dynamic, the firm that pr...

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Question 2

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Sonic communicates with its customers through ____, which is the most popular social networking site in the world.

A) Flickr
B) Twitter
C) LinkedIn
D) Facebook
E) Google+

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Question 3

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Positive and negative online reviews act as reputation enhancers.

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

Explain how digital marketing can help increase the efficiency of a company's distribution process.

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.

Holiday World & Splashin' Safari is an amusement park located in Santa Claus, Indiana, which is located in southern Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois. Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for the park?

Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

Scenario 9.1 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 also connect 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 9.1. 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.

Describe the seven segments included in the Social Technographics Profile.

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

Scenario 9.2 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 non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 9.2. 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.

Global marketers such as Pepsi have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that Pepsi enjoys is that

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

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.

____ relates to perceptions of value and is the most flexible element of the marketing mix.

The ability to obtain digital information is referred to as

Traditional marketing media are more consumer-driven than digital media.

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