Exam 2 - Chapter 10

Question 1

Digital Media

Answer 1

Electronic media (social media, TV, Ebooks, Internet) that function using digital codes

this includes media available through computers, cellular phones, smartphones and other digital devices

Question 2

Digital Marketing

Answer 2

exchanges and communication with customers through all digital media

Question 3

Electronic Marketing (eMarketing)

Answer 3

The strategic process of distributing, promoting and pricing products and discovering the desires of customers using digital media and digital marketing

(Facebook’s definition: E-marketing means using digital technologies to help sell your goods or services)

Question 4

Growth and Benefits of Digital Marketing

Answer 4

a. Internet has become an important component marking strategies
b. E-marketing allows marketers and customers to share information
c. It is now possible to target markets more precisely and reach markets previously inaccessible
d. The digital world is evolving quickly and is still in an early stage of integration into marketing strategy
e. Worst things can do is treat e-marketing/digital marketing the same as traditional marketing-not mass anymore

Question 5

Addressability

Answer 5

the ability of the marketer to identify customers before they make a purchase

Question 6

Interactivity

Answer 6

the ability of customers to express their needs and wants directly to the firm in response to its marketing communications

Question 7

Accessibility

Answer 7

the ability of marketers to obtain digital informations

Question 8

Connectivity

Answer 8

the ability of consumers to be connected with marketers along with other consumers

Question 9

Control

Answer 9

the customer’s ability to regulate the information they view as well as the rate and exposure to that information

Question 10

2 Consumer-Generated Marketing Trends

Answer 10

a. the increased tendency of consumers to publish their own thoughts, opinions, reviews and product discussions through blogs or digital media-(blogs, Facebook, Twitter)
b. customers’ tendencies to trust other consumers over corporations

Question 11

Types of Digital Media

Answer 11

blogs, wikis, podcasts, mobile devices/smart phones, social networks, video sharing sites, virtual reality sites (games), apps

Question 12

Wiki

Answer 12

a type of software that creates an interface enabling users to add or edit content of some types of websites

Question 13

Media Sharing Sites

Answer 13

allow marketers to share photos, videos, and podcasts with less interaction

Question 14

Changes in Consumer Behavior Caused by Digital Media

Answer 14

a. Consumers expect to access a vast amount of information on companies, products and issues
b. Consumers share information and experiences with each other through social networking sites
c. Consumers can regulate the information they view as well as rate and sequence of exposure

Question 15

Big Data

Answer 15

many pieces of data put together to understand individual consumers

Question 16

The Hope of Big Data

Answer 16

marketers use info on how consumers use the Internet to better target marketing messages and track the success of their marketing campaigns

Question 17

7 Classifications of Social Technographics

Answer 17

a. creators
b. conversationalist
c. critics
d. collectors
e. joiners
f. spectators
g. inactive

Question 18

E-Marketing Impact on Products

Answer 18

a. Traditional marketing and e-marketing are the same on product considerations
b. The internet is a large resource of consumer wants and needs
c. Digital media provides an opportunity to add a service dimension and create new products only accessible on the internet
* ** With the constant sophistication of digital technology, businesses find it necessary to continually upgrade their product offerings

Question 19

Push-Pull Dynamic

Answer 19

where the firm provides a product (push), while connectivity allows members to find each other (pull)

no longer limited by geographic region

Question 20

E-Marketing Impact on Promotion

Answer 20

social networking sites allow marketers to approach promotion in entirely new, creative ways

ex: coupons and deals

Question 21

E-Marketing Impact on Pricing

Answer 21

digital online media marketing facilitates both prices and nonprice competition

demand for low-priced products grows

easier to compare prices

Question 22

Ethical and Legal Issues

Answer 22

how marketers use technology to gather information, both online and offline, raises numerous legal and ethical issues

ex: personal privacy or fraud

Question 23

Privacy

Answer 23

companies collect personal information to build relationships with customers; hackers may steal personal information enabling them to commit identity theft

Question 24

Intellectual Property

Answer 24

fine line between protecting intellectual property and maintaining freedom of speech

Question 25

E-Marketing Impact of Distriution

Answer 25

processing orders electronically, increase the speed of communications, consumers can find you