Question 1

Which of the following factors has sparked the rise of consumer-generated information?

Accepted Answer

A)  The increasing dominance of traditional media over digital media
B)  The tendency of consumers to publish their opinions through digital media
C)  The dwindling number of consumers using social networking sites
D)  The tendency of consumers to trust corporations over fellow consumers
E)  The digital media which is gradually becoming less consumer-driven

Question 2

Which of the following statements is true of digital media?

Accepted Answer

A)  They make customer communications interactive.
B)  They limit a company's reach to new target markets.
C)  They limit marketers from utilizing new resources.
D)  They make communication complex and expensive.
E)  They limit consumers' access to information.

Question 3

The _____ created by digital media provides the opportunity for adding services and can enhance product benefits.

Accepted Answer

A)  receptivity
B)  accountability
C)  adaptability
D)  creativity
E)  connectivity

Question 4

Supernova Inc.is a gadgets and accessories retailer that has recently introduced a new concept.A customer can order products not usually available in its stores from Supernova's website; the products are then shipped to the Supernova store nearest to the customer.The customer can pick up the products from the store at his or her convenience without having to pay any shipping charges.This concept is called _____.

Accepted Answer

A)  digital shipping
B)  viral marketing
C)  brick and mortar
D)  traditional retail
E)  "site to store" system

Question 5

One of the greatest drawbacks of digital marketing is the inability of marketers and customers to share information with ease.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following statements is true of the Internet?

Accepted Answer

A)  It has significantly reduced the connectivity between businesses and customers.
B)  It has made it possible for businesses to reach previously inaccessible markets.
C)  It has adversely affected the network of businesses and manufacturers.
D)  It does not include banner ads.
E)  It denies customers control over information they access.

Question 7

Which of the following statements is true of the impact of digital media in the marketing mix?

Accepted Answer

A)  Digital media has increased the opportunities for word-of-mouth marketing.
B)  For a business that wants to compete on price,digital marketing provides no opportunities.
C)  The concept of online shopping created by the digital media can be found only in the Western world.
D)  Consumer consumption patterns have undergone little change with the advent of digital media.
E)  Social networking sites are the least useful when it comes to increasing the brand exposure of a firm.

Question 8

What is the best way to be safe from online fraud or identity theft?

Accepted Answer

A)  Avoiding firewalls
B)  Refraining from divulging personal information
C)  Refraining from updating antivirus programs
D)  Replying to all the e-mails with personal details
E)  Storing credit card details in e-mail accounts

Question 9

According to the social technographics of Forrester Research,_____ are consumers who read online information but do not join groups or post anywhere.

Accepted Answer

A)  inactives
B)  creators
C)  joiners
D)  spectators
E)  conversationalist

Question 10

_____ describes how marketers use digital media to find out the opinions or needs of potential markets.

Accepted Answer

A)  Downsizing
B)  Identity theft
C)  Crowdsourcing
D)  Viral marketing
E)  Outsourcing

Question 11

_____ is the most flexible element of the marketing mix.

Accepted Answer

A)  Promotion
B)  Distribution
C)  Product
D)  Price
E)  Placement

Question 12

A company wants to increase its influence on social media in a certain country.It engages another research company to evaluate the characteristics of the online population in the country.The results of the survey show that a majority of the population can be characterized as spectators.Which of the following strategies should the company implement in order to make a mark in this country?

Accepted Answer

A)  The company should post its corporate messages through blogs and websites.
B)  The company should post its corporate messages on gaming sites.
C)  The company should focus on door-to-door promotions.
D)  The company should send SMS/multimedia messages to people.
E)  The company should post its corporate messages on billboards.

Question 13

Which of the following is a common mobile marketing tool?

Accepted Answer

A)  Podcasts
B)  Wikis
C)  Viral marketing
D)  Multimedia messages
E)  Bitcoins

Question 14

Betty spends most of her online time reading blogs and watching videos uploaded by other users.She also reads customer ratings and reviews about different products.On online forums,she prefers more of reading than posting content.According to Forrester Research,Betty is most likely to fall under the _____ segment of consumers.

Accepted Answer

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

Question 15

Individuals who upload original videos,publish blogs and personal web pages,upload original music,and write and post articles and stories are most likely to fall under the _____ segment of consumers on the basis of their Internet activity.

Accepted Answer

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

Exam 13: Digital Marketing and Social Networking

_____ is the most flexible element of the marketing mix.

Correct Answer
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Which of the following is a common mobile marketing tool?

Correct Answer
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Which of the following statements is true of the impact of digital media in the marketing mix?

Correct Answer
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One of the greatest drawbacks of digital marketing is the inability of marketers and customers to share information with ease.

Correct Answer
verified

According to the social technographics of Forrester Research,_____ are consumers who read online information but do not join groups or post anywhere.

Correct Answer
verified

What is the best way to be safe from online fraud or identity theft?

Correct Answer
verified

Correct Answer
verified

Individuals who upload original videos,publish blogs and personal web pages,upload original music,and write and post articles and stories are most likely to fall under the _____ segment of consumers on the basis of their Internet activity.

Correct Answer
verified

The _____ created by digital media provides the opportunity for adding services and can enhance product benefits.

Correct Answer
verified

Which of the following statements is true of digital media?

Correct Answer
verified

Which of the following statements is true of the Internet?

Correct Answer
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Correct Answer
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Correct Answer
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_____ describes how marketers use digital media to find out the opinions or needs of potential markets.

Correct Answer
verified

Which of the following factors has sparked the rise of consumer-generated information?

Correct Answer
verified

Exam 13: Digital Marketing and Social Networking

_____ is the most flexible element of the marketing mix.

Correct AnswerverifiedShow Answer

Which of the following is a common mobile marketing tool?

Correct AnswerverifiedShow Answer

Which of the following statements is true of the impact of digital media in the marketing mix?

Correct AnswerverifiedShow Answer

One of the greatest drawbacks of digital marketing is the inability of marketers and customers to share information with ease.

Correct AnswerverifiedShow Answer

According to the social technographics of Forrester Research,_____ are consumers who read online information but do not join groups or post anywhere.

Correct AnswerverifiedShow Answer

What is the best way to be safe from online fraud or identity theft?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Individuals who upload original videos,publish blogs and personal web pages,upload original music,and write and post articles and stories are most likely to fall under the _____ segment of consumers on the basis of their Internet activity.

Correct AnswerverifiedShow Answer

The _____ created by digital media provides the opportunity for adding services and can enhance product benefits.

Correct AnswerverifiedShow Answer

Which of the following statements is true of digital media?

Correct AnswerverifiedShow Answer

Which of the following statements is true of the Internet?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

_____ describes how marketers use digital media to find out the opinions or needs of potential markets.

Correct AnswerverifiedShow Answer

Which of the following factors has sparked the rise of consumer-generated information?

Correct AnswerverifiedShow Answer

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