Question 1

What trend is having a profound effect on marketing?

Accepted Answer

A)   the tendency of consumers to trust corporations over other consumers
B)   the decrease in creating and reading consumer-generated content
C)   the tendency of marketers to shut down consumer-generated information
D)   the tendency of consumers to keep their product feedback to themselves
E)   the increased tendency of consumers to publish their thoughts, opinions, reviews, and product discussions through blogs or digital mediaF) A) and B)
G) A) and C) E

Question 2

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

Accepted Answer

A)   phishing
B)   credit card fraud
C)   intellectual property theft
D)   hacking
E)   trackingF) None of the above
G) A) and D)

Question 3

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

Accepted Answer

A)   podcasting.
B)   viral marketing.
C)   wiki marketing.
D)   traditional advertising.
E)   omni-channel retailing.F) B) and D)
G) C) and D)

Question 4

From a marketing perspective, social media will be most effective if it

Accepted Answer

A)   is included in both the corporate and marketing strategy.
B)   does not try to monitor competitors in the target market.
C)   is developed separately from the marketing plan.
D)   does not try to influence consumer behavior.
E)   is used for information purposes rather than for relationship building.F) A) and B)
G) D) and E)

Question 5

The Internet has offered businesses the opportunity to target markets more precisely.

Accepted Answer

A) True 
 B)False

Question 6

What is social media marketing?

Accepted Answer

A)   communicating with consumers through social media sites to promote a message and create online conversations
B)   carrying out the goals of business through the use of the Internet
C)   using all digital media, including the Internet to develop communication exchanges with customers
D)   creating a seamless experience in all retail channels-brick-and-mortar stores, online sites, and mobile applications
E)   communicating with consumers through traditional media outletsF) C) and D)
G) A) and E)

Question 7

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Accepted Answer

A)   interactivity
B)   accessibility
C)   connectivity
D)   addressability
E)   controlF) A) and D)
G) B) and D)

Question 8

Belinda is at a craft fair. As she is looking at the various vendors, she sees a "welcome" sign she wants to buy for her front porch. She hands her credit card to the vendor, and the vendor uses a smartphone swiping device to swipe her card. After the transaction is complete, the vendor sends her a receipt via e-mail. Which mobile payment option does this scenario describe?

Accepted Answer

A)   Bitcoin
B)   Google Wallet
C)   Square
D)   Apple Pay
E)   QR PayF) D) and E)
G) A) and B)

Question 9

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Accepted Answer

A)   cookies
B)   "do not track" bills
C)   self-regulation measures
D)   current tracking technology
E)   customized servicesF) A) and E)
G) B) and C)

Question 10

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Accepted Answer

Without digital media monitoring and evaluation, it will not be possible to maximize resources and minimize costs in social media marketing. The strength of measurement relates to the ability to have online analytics and metrics. Social media monitoring involves activities to track, measure, and evaluate a firm's digital marketing initiatives. An advantage of digital marketing evaluations is that there are methods to capture the metrics that indicate the outcomes of strategies. Therefore, establishing an expected level of performance against actual performance can be compared. Key performance indicators (KPIs) should be embedded at the onset of a social media strategy that can allow almost real-time measurement and evaluation. This provides a foundation for making iterative changes to implementation and tactical execution. Marketing analytics uses tools and methods to measure and interpret the effectiveness of marketing activities. Applying analytics to social media performance can help develop better targeted social media campaigns.

Question 11

Social networking sites help to create relationships that benefit both the business and the consumer.

Accepted Answer

A) True 
 B)False

Question 12

Which is an example of earned media?

Accepted Answer

A)   Sunny Ski Shop posts a coupon for 20 percent off its new line of ski boots.
B)   An airline posts a banner ad to be viewed when customers search for airline flights.
C)   Clark's Comics decides to develop a Facebook page.
D)   Lucy posts a picture on Instagram of her new Harley-Davidson motorcycle with a comment on how much she loves it.
E)   Bart's Bait and Tackle Shop runs an advertisement in the local newspaper.F) B) and E)
G) A) and B) D

Question 13

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

Accepted Answer

A)   minimal, but it will likely grow over time.
B)   minimal, and it will likely remain constant over time.
C)   substantial, but it will inevitably shrink over time.
D)   substantial, and it will inevitably grow over time.
E)   substantial, and it will remain constant over time.F) A) and C)
G) A) and E)

Question 14

A start-up weight loss company has developed an online newsletter that highlights current health-related topics and details the company's weight loss products. The company sends an e-mail to potential customers with the first issue of the newsletter, along with a link for users to sign up to continue receiving the newsletter on a monthly basis. The company sets a goal that 45 percent of the people who receive the e-mail will sign up for future newsletters. What Google Analytics metric would be able to track whether the company has reached its goal?

Accepted Answer

A)   real-time
B)   acquisition
C)   behavior
D)   audience
E)   conversionsF) A) and D)
G) B) and C)

Question 15

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Accepted Answer

A)   addressability
B)   accessibility
C)   connectivity
D)   interactivity
E)   controlF) B) and D)
G) D) and E)

Question 16

In terms of how they serve businesses, digital media forums

Accepted Answer

A)   only collect negative consumer-generated content about firms.
B)   allow businesses to closely monitor what their customers are saying.
C)   do not allow businesses to communicate with consumers to address problems or complaints.
D)   only collect positive consumer-generated content about firms.
E)   make communication between firms and consumers more difficult than through traditional communication channels.F) A) and B)
G) D) and E)

Question 17

What did Nielsen Marketing Research reveal about social network use?

Accepted Answer

A)   Consumers are becoming busier, so they no longer have time to spend on social networking sites.
B)   The majority of social network users are older than 30.
C)   Social network use is declining.
D)   Consumers spend more time on social networking sites than they do on e-mail.
E)   Consumers still spend more time on e-mail than they do on social networking sites.F) A) and B)
G) B) and E)

Question 18

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

Accepted Answer

A)   posting announcements about promotions and deals.
B)   posting polls to get customer feedback on new sandwich combinations.
C)   ignoring customer complaints and keeping its Twitter feed positive.
D)   posting humorous tweets and one-liners.
E)   sharing short promotional videos with customers.F) None of the above
G) B) and E)

Question 19

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Accepted Answer

A)   reduced efficiency
B)   more confusion
C)   clearer communication
D)   slower communication
E)   increased privacyF) All of the above
G) A) and D)

Question 20

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Accepted Answer

A)   She can use a shopping card.
B)   She can use coupons to save money.
C)   She can pay for her purchases with a credit card.
D)   She can shop online.
E)   She can pay for her purchases with cash.F) A) and D)
G) B) and C)

Exam 13: Digital Marketing and Social Networking

What trend is having a profound effect on marketing?

Correct Answer
verified
E

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

Correct Answer
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Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

Correct Answer
verified

From a marketing perspective, social media will be most effective if it

Correct Answer
verified

The Internet has offered businesses the opportunity to target markets more precisely.

Correct Answer
verified

What is social media marketing?

Correct Answer
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The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Correct Answer
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Correct Answer
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Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Correct Answer
verified

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Social networking sites help to create relationships that benefit both the business and the consumer.

Correct Answer
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Which is an example of earned media?

Correct Answer
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D

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

Correct Answer
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Correct Answer
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An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Correct Answer
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In terms of how they serve businesses, digital media forums

Correct Answer
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What did Nielsen Marketing Research reveal about social network use?

Correct Answer
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Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

Correct Answer
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A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Correct Answer
verified

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Correct Answer
verified

Exam 13: Digital Marketing and Social Networking

What trend is having a profound effect on marketing?

Correct AnswerverifiedE

Evan broke into Discount Depo's website and stole its customers' personal information. Which method of online fraud is Evan using?

Correct AnswerverifiedShow Answer

Smashing Skateboards, a skateboard manufacturer, uploads a video montage of skateboarders performing amazing aerial tricks with its skateboards in order to build brand awareness. The video quickly passes from person to person in a global way. Smashing Skateboards has thus been successful at

Correct AnswerverifiedShow Answer

From a marketing perspective, social media will be most effective if it

Correct AnswerverifiedShow Answer

The Internet has offered businesses the opportunity to target markets more precisely.

Correct AnswerverifiedShow Answer

What is social media marketing?

Correct AnswerverifiedShow Answer

The Jewelry Hut, an online jewelry store, installs cookies on a user's computer that allow the company to identify when the user returns to the website. Which characteristic of digital marketing does this scenario best describe?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Phil is a web advertiser for an online company that sells cars. He uses consumer information to better target his advertisements to online customers. As a result, what would he see as a threat?

Correct AnswerverifiedShow Answer

What is social media monitoring and how can key performance indicators help businesses with online monitoring and analytics?

Social networking sites help to create relationships that benefit both the business and the consumer.

Correct AnswerverifiedShow Answer

Which is an example of earned media?

Correct AnswerverifiedD

Given the crucial role of communication and information in business, the long-term impact of digital media on economic growth is

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

An online retailer uses web searches to learn about customer interests. This exemplifies the ________ characteristic of digital marketing.

Correct AnswerverifiedShow Answer

In terms of how they serve businesses, digital media forums

Correct AnswerverifiedShow Answer

What did Nielsen Marketing Research reveal about social network use?

Correct AnswerverifiedShow Answer

Nellie's Deli uses Twitter to build relationships with its customers. All of the following are ways Nellie's Deli can do this EXCEPT

Correct AnswerverifiedShow Answer

A well-designed management information system that utilizes digital technology will result in ________ for an organization.

Correct AnswerverifiedShow Answer

Tammy knows that businesses track consumers' shopping habits, like whether or not they use the traditional shopping process or shop online, but she wants to remain anonymous. What is one step Tammy can take to maintain her anonymity using the traditional shopping process?

Correct AnswerverifiedShow Answer

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E

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D

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