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Exam 9: Digital Marketing and Social Networking

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Question 51

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So far, social networking has gained popularity only in America.

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Question 52

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KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Add tags to webpages or photos.
D) Post its own promotional messages on blogs and websites.
E) Focus more on traditional promotions rather than social networking.

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Question 53

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

You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

____ usually constitute a smaller part of the online population than the other groups.

The Internet is often called a _________ medium because users determine which websites they are going to view.

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

Anyone who becomes a member of social networking sites is a Collector.

While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.

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

____ involves the use of digital networks to provide linkages between information providers and users.

The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?

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.

Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they are not a good substitute for focus groups.

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

Besides Facebook and Twitter, many foreign countries have their own social networking sites.

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

Digital online media marketing facilitates both price and non-price competition.

Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers?