chapter 14

Question 1

________ marketing uses technology-intensive platforms such as the internet, mobile devices, and social media to engage consumers, consumer communities, and businesses.
A) Differentiated
B) Mass
C) Digital
D) External
E) Website

Answer 1

C) Digital

Question 2

Which of the following is most likely true about digital marketing?
A) It is typically used to sell goods to an undifferentiated market segment.
B) It is inconvenient and lengthens the process for most buyers.
C) Digital marketing makes it difficult to engage individual consumers.
D) Digital marketing often uses social media to engage consumers.
E) It is declining in popularity.

Answer 2

D) Digital marketing often uses social media to engage consumers.

Question 3

Which of these is the fastest-growing forms of marketing?
A) digital
B) mail
C) television
D) radio
E) promotions

Answer 3

A) digital

Question 4

Which of the following is true about digital marketing?
A) Digital marketing is growing at more than 20 percent per year.
B) Digital marketing is difficult to customize.
C) Spending on digital marketing will never catch up with spending on television ads.
D) It includes any use of print media to reach consumers.
E) It reduces the number of interaction options between buyers and sellers.

Answer 4

A) Digital marketing is growing at more than 20 percent per year.

Question 5

Which of these businesses is NOT a direct-to-consumer brand that has been made possible by the digital transformation of business?
A) Dollar Shave Club
B) Peloton
C) Costco
D) Harry’s
E) Casper

Answer 5

C) Costco

Question 6

Many brick-and-mortar stores use digital marketing ________.
A) as a primary sales channel
B) as a supplementary sales channel
C) solely as an information source for consumers
D) solely as a mechanism to deliver promotional materials
E) as their complete business model

Answer 6

B) as a supplementary sales channel

Question 7

Which of these major steps is the first step in the digital marketing process?
A) Preparing for a digital marketing campaign
B) Understanding digital marketing
C) Employing digital channels in an omni-channel strategy
D) Addressing public policy issues in digital marketing
E) Investing in necessary technology to support digital marketing

Answer 7

B) Understanding digital marketing

Question 8

The consumer’s use of multiple marketing channels, both digital and nondigital, to help them make a buying decision is known as ________.
A) consumer omni-channel navigation behavior
B) multi-modal buying
C) digitizing the buying process
D) navigating the blogosphere
E) webcrawling

Answer 8

A) consumer omni-channel navigation behavior

Question 9

Which of the following is a direct digital marketing tool?
A) printed catalog
B) direct mail
C) telephone
D) television
E) blogs

Answer 9

E) blogs

Question 10

Today’s digital marketers use marketing analytics to develop detailed, nuanced, tangible representations of the prototypical consumer. These profiles are known as ________.
A) internet facsimiles
B) digitized consumers
C) memes
D) avatars
E) digital consumer personas

Answer 10

E) digital consumer personas

Question 11

One of the challenges of understanding consumer omni-channel navigation behavior is that ________.
A) harvesting value at every stage of the buying process is difficult to accomplish
B) consumer behaviors are easy to predict which increases competition
C) the specific pattern of channel navigation varies across consumers
D) many consumers never use the digital channels
E) geographic data is almost impossible to capture

Answer 11

C) the specific pattern of channel navigation varies across consumers

Question 12

________ refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online video, and blogs.
A) Digital marketing
B) Social media marketing
C) Direct marketing
D) Online marketing
E) Multimedia marketing

Answer 12

D) Online marketing

Question 13

In which of the following cases is a firm employing omni-channel retailing?
A) E-tailers such as Hammon.com market their products through a strong online presence.
B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
C) Russel Stores’ sales operations are based on heavy outbound telephone marketing.
D) Lues Wholesalers markets its products to retailers through personal selling.
E) Local convenience stores promote products through word-of-mouth marketing.

Answer 13

B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Question 14

Which of the following is most likely true about the digital age with regards to marketing?
A) The number of businesses connecting people over digital networks is in decline.
B) Digital networks allow marketers many ways to build customer relationships.
C) The internet has had little impact on the way consumers purchase products.
D) Most firms are shifting back to traditional marketing forms to build customer value.
E) Online-only marketing is more commonly used by firms than multichannel marketing.

Answer 14

B) Digital networks allow marketers many ways to build customer relationships.

Question 15

The growth of the internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
A) use traditional direct marketing forms
B) adopt direct-mail marketing
C) use omni-channel retailing
D) develop retail transaction sites
E) expand their outside sales forces

Answer 15

C) use omni-channel retailing

Question 16

For most companies, the first step in conducting online marketing is to ________.
A) place an ad online
B) send emails
C) create a website
D) create a social networking site
E) place search-related ads

Answer 16

C) create a website

Question 17

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
A) direct mail
B) infomercial
C) printed catalogue
D) branded community website
E) marketing website

Answer 17

E) marketing website

Question 18

Which of the following is the primary purpose of brand community websites?
A) displaying digital catalogues
B) providing detailed descriptions of products
C) creating customer-product engagement
D) selling products and services
E) sending direct mails to consumers

Answer 18

C) creating customer-product engagement

Question 19

Online visitors can’t buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.
A) brand community website
B) promotional website
C) interactive website
D) e-tailing website
E) direct marketing website

Answer 19

A) brand community website

Question 20

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?
A) phishing site
B) online forum
C) blog
D) community website
E) marketing website

Answer 20

E) marketing website

Question 21

Which of the following is a form of online advertising?
A) direct mail
B) rich media ad
C) toll-free number
D) search-related ad
E) printed catalog

Answer 21

D) search-related ad

Question 22

Which of the following account for the largest portion of firms’ online advertising spending?
A) search-related advertisements
B) rich media advertisements
C) company website advertisements
D) community websites
E) blog posts

Answer 22

A) search-related advertisements

Question 23

________ might appear anywhere on an Internet user’s screen when a user is browsing through an article, and they are often related to the information being viewed.
A) Viral advertisements
B) Social media sites
C) Online display ads
D) Digital catalogs
E) Printed catalogs

Answer 23

C) Online display ads

Question 24

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________.
A) display advertisement
B) contextual advertising
C) digital catalog
D) community website
E) Web blog

Answer 24

B) contextual advertising

Question 25

Which of the following is most likely true about email marketing?
A) It cannot be personalized for individual consumers.
B) It is a traditional form of direct marketing.
C) It is restricted to the use of personal computers.
D) It is used by marketers to send highly targeted messages.
E) It is always non-intrusive in nature due to spam filters

Answer 25

D) It is used by marketers to send highly targeted messages.

Question 26

Which of the following is most likely a consequence of permission-based email marketing?
A) higher response rates
B) excessive spamming
C) increased consumer frustration
D) lower consumer response rates
E) reduced consumer interaction

Answer 26

A) higher response rates

Question 27

Posting digital content on brand websites or on social media sites such as YouTube, Facebook, TikTok, and others are forms of ________ marketing.
A) corporate intranet
B) online video
C) viral blog
D) media portal
E) digital kiosk

Answer 27

B) online video

Question 28

Which of the following is true of viral marketing?
A) It is the digital version of word-of-mouth marketing.
B) It refers to online marketing problems caused by technical glitches.
C) It is another term for the unethical invasion of online privacy.
D) It is an automated system that manages digital sales and marketing functions.
E) It is a system that allows a supplier to access a customer’s inventory levels online.

Answer 28

A) It is the digital version of word-of-mouth marketing.

Question 29

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company’s services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.
A) direct-mail marketing
B) viral marketing
C) catalog marketing
D) contextual advertising
E) display advertising

Answer 29

B) viral marketing

Question 30

Which of the following is a disadvantage of viral marketing?
A) The costs of viral marketing are generally too high for most companies.
B) The brand associated with the viral message is usually forgotten.
C) Marketers have little control over who receives a viral message.
D) Viral messages are less likely to be viewed than other types of online promotions.
E) Viral messages are blocked by most search engines.

Answer 30

C) Marketers have little control over who receives a viral message

Question 31

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can “look at what’s beyond the bottle,” sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.
A) blog
B) catalog
C) search engine
D) spam post
E) viral message

Answer 31

A) blog

Question 32

Which of the following is a drawback of using blogs as a marketing medium?
A) Advertising on a blog is typically very expensive.
B) It is difficult to use blogs to reach highly targeted audiences.
C) The content of a blog is difficult to control.
D) A company cannot have more than one blog.
E) Blogs do not provide the kind of personalized medium that today’s marketers want.

Answer 32

C) The content of a blog is difficult to control.

Question 33

Which of the following is true of marketing through blogs?
A) Starting and maintaining blogs is expensive.
B) Blogs are a form of traditional direct marketing.
C) Blogs are typically used to provide automated responses to consumer conversations.
D) Companies should not monitor blogs if they want to reach customers effectively.
E) Blogs are an inexpensive yet personal way to connect with consumers.

Answer 33

E) Blogs are an inexpensive yet personal way to connect with consumers.

Question 34

) Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use?
A) direct email
B) a catalog
C) a search engine
D) a spambot
E) a blog

Answer 34

E) a blog

Question 35

Unsolicited and unwanted commercial email is referred to as ________.
A) an infomercial
B) an advertorial
C) viral marketing
D) social media
E) spam

Answer 35

E) spam

Question 36

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.
A) online display advertisement
B) contextual advertisement
C) infomercial
D) phishing scam
E) advertorial

Answer 36

A) online display advertisement

Question 37

Websites that are primarily focused on engaging consumers are known as ________.
A) brand community websites
B) contextual advertisements
C) infomercials
D) marketing websites
E) online marketing platforms

Answer 37

A) brand community websites

Question 38

Which aspect of social media sites makes the medium most appealing to niche marketers?
A) They help marketers target the best undifferentiated market segment.
B) They are used by a majority of Internet users in the United States and overseas.
C) They can cater to the needs of small communities of like-minded people.
D) They guide organizations on how to set up social media networks.
E) They allow marketers to control the conversations on the network.

Answer 38

C) They can cater to the needs of small communities of like-minded people.

Question 39

Which of the following is most likely an advantage of social media marketing?
A) Social media are targeted and personal.
B) Social media campaign results are easily measured.
C) Social networks are largely marketer controlled.
D) Social media allow marketers to engage in multichannel sales.
E) Social media campaigns are simply implemented and rarely backfire.

Answer 39

A) Social media are targeted and personal.

Question 40

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.
A) Indirect marketing
B) Television marketing
C) Mobile marketing
D) Inbound telephone marketing
E) Direct-mail marketing

Answer 40

C) Mobile marketing

Question 41

Which of the following is an example of a retailer using mobile marketing to enrich the customer’s shopping experience at the same time that they stimulate buying?
A) Lacey’s department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.
B) Sharie’s boutique issues mobile coupons to existing customers.
C) Java Lava sends a special email to customers that displays fireworks when it’s opened to celebrate the store’s 1-year anniversary.
D) Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences.
E) The Music Store launches an app that plays 10 seconds of a new song every time users access it.

Answer 41

A) Lacey’s department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores.

Question 42

Which of the following is a disadvantage of using social media for marketing?
A) They are impersonal.
B) They primarily provide static content.
C) They do not provide information in a timely manner.
D) They provide lower returns than television.
E) They are largely user controlled.

Answer 42

E) They are largely user controlled.

Question 43

Companies can use ________, such as Hypetap and Klout, where popular online personalities can help them market new products and services.
A) location platforms
B) social bookmarking platforms
C) influence platforms
D) messaging platforms
E) crowdfunding platforms

Answer 43

C) influence platforms

Question 44

Raina discovered a great little hole-in-the-wall restaurant when she was shopping downtown. While she rarely posted this information, the food was so good she took a photo of the storefront and put a digital sticker and a short review online. What type of social media platform did Raina probably use to post this information?
A) location platform
B) social bookmarking platform
C) influence platform
D) messaging platform
E) crowdfunding platform

Answer 44

A) location platform

Question 45

Jemarcus wants to start an online retail platform to sell his artwork and also list pieces from other artists. However, he needs to raise some money to get started. Which type of social media platform should he explore to raise funds?
A) location platform
B) social bookmarking platform
C) influence platform
D) messaging platform
E) crowdfunding platform

Answer 45

E) crowdfunding platform

Question 46

A(n) ________ is a social online network of individuals who share a tightly focused interest.
A) nicheworking platform
B) social bookmarking platform
C) influence platform
D) messaging platform
E) wiki

Answer 46

A) nicheworking platform

Question 47

Which of the following is a type of identity theft that uses deceptive emails and fraudulent websites to fool consumers into revealing their personal data?
A) cold calling
B) crowdcasting
C) viral marketing
D) phishing
E) crowdsourcing

Answer 47

D) phishing

Question 48

Fox Scully received an email promoting a new financial services institution that offers surprisingly low mortgage rates. The email asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the email was fraudulent. This is an example of ________.
A) cold calling
B) phishing
C) crowdsourcing
D) data mining
E) viral marketing

Answer 48

B) phishing

Question 49

Which of the following is generally regarded as the most challenging issue with regard to public policy and ethics confronting the direct marketing industry?
A) customization of search results
B) unwanted email spam
C) invasion of consumer privacy
D) increasing costs of browsing
E) restrictions on digital offers and discounts

Answer 49

C) invasion of consumer privacy

Question 50

The Children’s Online Privacy Protection Act requires online operators targeting children to ________.
A) educate children about digital technologies
B) post privacy policies on their sites
C) collect and store the personal information of parents of these children
D) collect personal information from children under age 13 for security purposes
E) avoid sending emails to the parents of children whom they target

Answer 50

B) post privacy policies on their sites

Question 51

________ refers to the trails of data left behind as consumers browse, share information, complete forms, make purchases, make social media posts, and otherwise engage in the digital world.
A) Digital exhaust
B) Big data
C) Snooping trails
D) Data mining
E) Crowdsourcing

Answer 51

A) Digital exhaust

Question 52

In 2018 the European Union implemented the ________. This legislation set strict requirements for collecting and protecting personal information of people living in the EU.
A) COPPA
B) Federal Trade Commission Data Act
C) General Data Protection Regulation
D) Sherman Antitrust Act Extension
E) EU Data Act

Answer 52

C) General Data Protection Regulation

Question 53

The ad industry has adopted an advertising option icon that ________.
A) protects consumers from online data theft
B) allows consumers to opt out of receiving additional targeted ads
C) warns consumers the ad contains adult content
D) monitors online behavior and reports it to the government
E) notifies the consumer their keystrokes are being logged

Answer 53

B) allows consumers to opt out of receiving additional targeted ads