Test Bank Chapter 13 Digital Marketing And Social Networking - Business Foundations Changing World 11e Complete Test Bank by O. C. Ferrell. DOCX document preview.

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Test Bank Chapter 13 Digital Marketing And Social Networking

Chapter 13

Digital Marketing and Social Networking

 


True / False Questions
 

1.

The Internet impedes business transactions.

 
 
True    False

 

2.

Internet markets are more similar to traditional markets than they are different. 
 
True    False

 

3.

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

 
 
True    False

 

4.

Online social networks are a valuable part of marketing because they change the way consumers communicate with each other and with firms.

 
 
True    False

 

5.

Since intellectual property is protected by patents and copyrights, there are no losses related to intellectual property theft. 
 
True    False

 

 


Multiple Choice Questions
 

6.

E-business differs from traditional business in that 
 

A. 

the latter caters to business-to-business deals, which do not include direct selling.

B. 

the former carries out the goals of business through the use of the Internet.

C. 

the former permits guerilla marketing.

D. 

the latter uses the pull strategy.

E. 

the latter uses the push strategy.

 

7.

Which of the following scenarios makes a reference to e-business? 
 

A. 

Alexis purchases a tablet PC through an online retail store.

B. 

Keisha purchases tickets for a football match from the stadium.

C. 

Malik buys a laptop from an electronics store located a few blocks away from his home.

D. 

Laila buys her favorite brand of cereal from a nearby supermarket.

E. 

Joshua purchases fruit and vegetables from a farmer's market.

 

8.

In the context of digital communication, _____ is the ability of a marketer to identify customers before they make a purchase. 
 

A. 

control

B. 

interactivity

C. 

connectivity

D. 

addressability

E. 

accessibility

 

9.

Clothing Horse, an online clothing boutique, installs cookies on a user's computer that allows the company to identify when the user returns to the website. Which of the following characteristics of digital marketing does this scenario best describe? 
 

A. 

interactivity

B. 

accessibility

C. 

connectivity

D. 

addressability

E. 

control

 

10.

Rustic Rooms Furniture has a website where customers can voice their concerns and get personalized responses from the company. The website also allows the company to give customers updates on their furniture pieces and for customers to leave reviews for the company. Which of the following characteristics of digital marketing does this scenario best describe? 
 

A. 

interactivity

B. 

accessibility

C. 

connectivity

D. 

addressability

E. 

control

 

11.

Which of the following characteristics distinguishes digital marketing from traditional marketing? 
 

A. 

addressability

B. 

accountability

C. 

adaptability

D. 

creativity

E. 

receptivity

 

12.

EduPub, an educational publisher, has developed an analytics tool on its website, so it can track what customers are looking at and how long they spend looking at each product. Which of the following characteristics of digital marketing does this scenario best describe? 
 

A. 

addressability

B. 

accessibility

C. 

connectivity

D. 

interactivity

E. 

control

 

13.

Computech encouraged its customers to share their ideas for new computer features on a public forum on its website. Then, the company asked these customers to vote on the ideas to determine which ones it should invest in developing. Which of the following characteristics of digital marketing does this scenario best describe? 
 

A. 

control

B. 

accessibility

C. 

connectivity

D. 

addressability

E. 

interactivity

 

14.

Google can use web searches done through its search engine to learn about customer interests. This underlies the _____ aspect of digital communication. 
 

A. 

control

B. 

addressability

C. 

connectivity

D. 

accessibility

E. 

interactivity

 

15.

Crystal wants to buy a concert ticket to see her favorite band. She goes on Ticket Central's website to find the best deal on her ticket. Which of the following characteristics of digital marketing does this scenario best describe? 
 

A. 

connectivity

B. 

control

C. 

addressability

D. 

accessibility

E. 

interactivity

 

16.

In the context of digital communication, _____ refers to the customer's ability to regulate the information they view as well as the rate and exposure to that information. 
 

A. 

addressability

B. 

accessibility

C. 

interactivity

D. 

connectivity

E. 

control

 

17.

_____ marketing typically uses the Internet and mobile and interactive channels to develop communication and exchanges with customers. 
 

A. 

Cloud

B. 

Database

C. 

Content

D. 

Digital

E. 

Diversity

 

18.

Which of the following media is used by digital marketing? 
 

A. 

newspaper

B. 

magazine

C. 

Yellow Pages

D. 

social networks

E. 

radio

 

19.

Which of the following statements is true of the Internet? 
 

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 the information they access.

 

20.

Richard has recently started his own home repair contracting business. Initially, his business grew slowly through word of mouth. Then, Richard discovered a tool that helped him forge relationships with consumers and business customers, target his market more precisely, and reach previously inaccessible markets. It also allowed him to network better with his suppliers and contractors to serve customers more quickly and efficiently. Which of the following is most likely the tool Richard has used to improve and expand his business? 
 

A. 

a traditional marketing firm

B. 

a traditional communications firm

C. 

newspaper advertisements

D. 

billboard marketing

E. 

the Internet

 

21.

Darrell owns an automobile mechanic shop. He has started using digital media to have real-time exchanges and almost instant communication with his defined consumer groups. All of the following are benefits of using real-time exchanges EXCEPT they 
 

A. 

eliminate the need to fulfill supplier needs.

B. 

stimulate interactive communication.

C. 

forge closer relationships.

D. 

reveal consumer needs.

E. 

reveal supplier needs.

 

22.

All of the following are benefits of digital communication EXCEPT it makes it easier for businesses to 
 

A. 

conduct marketing research.

B. 

advertise.

C. 

focus on in-store sales.

D. 

provide and obtain price information.

E. 

sell goods and services online.

 

23.

Chloe's Cosmetics invites its online customers to sample new products and provide feedback. When a product gets rave reviews, the company introduces that product into its stores on a larger scale. This is an example of 
 

A. 

offering free items to attract new customers.

B. 

introducing new products via guerilla marketing.

C. 

selling products before they are fully available.

D. 

developing a brand name.

E. 

judging consumer demand through online marketing research.

 

24.

A successful digital marketing strategy focuses 
 

A. 

on creating products that customers need.

B. 

on creating products that marketers want.

C. 

exclusively on developing a brand name or label.

D. 

on reducing costs of online transaction.

E. 

exclusively on giving discounts for products.

 

25.

Which of the following statements is true of digital media in the context of business? 
 

A. 

They have significantly increased the costs of businesses.

B. 

They make the quality of products less important.

C. 

They can improve communication within and between businesses.

D. 

They lack potential to have a long-term impact on economic growth.

E. 

They greatly help private organizations but are ineffective for government organizations.

 

26.

Carl manages a tractor supply store. Recently, he has started using digital media to store knowledge, information, and records in a management information system, so his employees can access it when they are faced with problems to solve. Which key business function is Carl focused on improving in this scenario? 
 

A. 

leadership

B. 

communication

C. 

adaptability

D. 

productivity

E. 

job satisfaction

 

27.

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

A. 

minimal, but it will likely grow over time.

B. 

minimal, and it will inevitably 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.

 

28.

One challenge that digital media has created for businesses is 
 

A. 

employees wasting time surfing the Internet.

B. 

increase in the cost of communication.

C. 

reduced access to information.

D. 

difficulty in conducting market research.

E. 

hampered communication within businesses.

 

29.

Melanie is a manager at an accounting firm. She has noticed that her employees spend at least an hour per day surfing the Internet at work. Which of the following is a reason Melanie should address this situation quickly and effectively? 
 

A. 

Surfing the Internet can escalate to other time-wasting activities.

B. 

Letting employees surf the Internet reduces their respect for their managers.

C. 

Surfing the Internet could have a negative impact on employee productivity.

D. 

The Internet doesn't have any positive effects on business, so it should be banned entirely from the workplace.

E. 

Surfing the Internet leads to high levels of employee confusion because it keeps them from paying attention to their work.

 

30.

Kendall works for a publishing company. As part of her job, she uses the Internet to do marketing research and communicate with customers. However, she also spends at least an hour a day surfing the Internet and checking her personal e-mails and Facebook account. Which of the following is something her company might do to prevent this personal Internet usage at work? 
 

A. 

limit employee access to instant messaging services

B. 

encourage employees to stream music to take a break instead of surfing the Internet

C. 

block employees from using the Internet entirely

D. 

closely track where employees go online

E. 

dock employees' pay if they are caught surfing the Internet

 

31.

Which of the following statements is true of how digital media differs from conventional marketing techniques? 
 

A. 

Digital media make customer communications faster and interactive.

B. 

Digital media limit a company's reach to new target markets.

C. 

Digital media limit marketers from utilizing new resources.

D. 

Digital media make communication more complex and expensive.

E. 

Digital media limit consumers' access to information.

 

32.

All of the following are things consumers can do using websites, social networks, and other digital media EXCEPT 
 

A. 

communicate face-to-face with a salesperson.

B. 

ask questions.

C. 

voice complaints.

D. 

indicate preferences.

E. 

learn about everything they consume.

 

33.

Which of the following is something the Nielsen Marketing Research revealed about social network use? 
 

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 spend more time on e-mail than they do on social networking sites.

 

34.

All of the following are examples of how businesses can use digital media to help them succeed EXCEPT 
 

A. 

Candace's Confections, a small candy store in New Hampshire, uses Facebook to branch out to customers in other states.

B. 

Office Giant, a chain of office supply stores, sends customers a link to its online catalog, so they can order office supplies from their offices or homes.

C. 

Shoes Express, an online shoe store, creates a customer community by encouraging customers to post reviews of their purchases on its website.

D. 

Kimball's Karate, a small karate studio in New York, posts ads in the local newspapers to attract new customers.

E. 

Chic Furniture Design, a custom furniture company with a studios across the country, hosts a blog where the company and customers can post photos and comments on specific pieces of furniture.

 

35.

Which aspect of marketing has not changed with digital media? 
 

A. 

customers' ability to regulate the information they view

B. 

the focus on what the manufacturers want

C. 

the importance of achieving the right marketing mix

D. 

the possibility of real-time exchanges between manufacturers and end users

E. 

the dependency on technology

 

36.

Which of the following statements is true of the importance of using digital media effectively? 
 

A. 

It is only essential for small businesses to use digital media effectively.

B. 

Using digital media effectively allows companies to offer customers entirely new benefits and convenience.

C. 

It is important for companies to use digital media effectively merely to maintain market share.

D. 

In order to use digital media effectively, companies must have already grabbed market share.

E. 

While it is essential for companies to use digital media effectively, doing so will not streamline their organizations.

 

37.

Which of the following statements is true of both conventional marketing and digital marketing? 
 

A. 

Both make customer communications faster.

B. 

Both make customer communications interactive.

C. 

Both help companies reach new target markets easily.

D. 

Both have to achieve the right marketing mix.

E. 

Both offer unlimited items for customer needs.

 

38.

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

A. 

receptivity

B. 

accountability

C. 

adaptability

D. 

creativity

E. 

connectivity

 

39.

Megan used to do all of her shopping at the local mall. However, recently, she is spending less time at the mall and doing more of her shopping online. Which of the following is likely a reason that Megan has changed her shopping habits? 
 

A. 

There is less chance of buying counterfeit items when she shops online.

B. 

Although she has to pay high shipping costs when she shops online, she can get online items at a lower price, which makes up for the shipping costs.

C. 

She prefers waiting to receive her items over dealing with the crowded stores in the mall.

D. 

She can go to the mall and look at items in person and then order them online to save money.

E. 

She prefers to shop online because it is more convenient and items are constantly available.

 

40.

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

A. 

Digital media has increased the opportunities for businesses to target their promotions to the right audiences.

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.

 

41.

Supernova.com provides consumers with a wealth of information about electronic equipment from various companies. This website allows customers to compare the benefits and prices to determine which items they want to purchase. Thus, Supernova.com is a 
 

A. 

distribution site.

B. 

viral marketing site.

C. 

brick-and-mortar site.

D. 

traditional retail site.

E. 

deal site.

 

42.

Marketers' ability to process orders electronically and increase the speed of communications, thereby reducing costs, inefficiencies, and redundancies, most likely relates to the _____ element of the marketing mix. 
 

A. 

pricing

B. 

promotion

C. 

distribution

D. 

communication

E. 

advertising

 

43.

One of the best ways businesses can utilize digital media is for _____ purposes, such as increasing brand awareness and connecting with consumers. 
 

A. 

promotion

B. 

distribution

C. 

product

D. 

pricing

E. 

placement

 

44.

Allan owns a small home improvement store. In addition to selling tools and materials, he also offers low-cost installation services when customers buy all the tools and materials for their projects in his store. He uses digital media to communicate this promotion to his customers. This is an example of how Allan 
 

A. 

gets the most money possible out of his customers.

B. 

enhances the value of his products.

C. 

ensures that his employees have plenty of work to do.

D. 

keeps his store in business.

E. 

allows his customers to compare his store with his competitors.

 

45.

A _____ is a website where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication.

 
 

A. 

peer-to-peer sharing platform

B. 

webcast

C. 

podcast

D. 

wiki

E. 

social network

 

46.

Which of the following statements is true of social networking? 
 

A. 

Social networks have existed in some form or other for 40 years.

B. 

As the number of social network users increases, interactive marketers are finding it difficult to access new target markets.

C. 

Professionals such as professors, doctors, and engineers are yet to start using social networks.

D. 

Social networks do not encompass certain demographic segments such as mothers.

E. 

Social networks are personal spaces of users and marketers who refrain from using them to advertise products.

 

47.

Which of the following was the first modern social network site? 
 

A. 

Facebook

B. 

Orkut

C. 

MySpace

D. 

Six Degrees

E. 

Friendster

 

48.

Many social networking sites today provide users with the ability to 
 

A. 

download applications.

B. 

access information in the absence of the Internet.

C. 

manipulate content on other websites.

D. 

develop software.

E. 

restrict others from accessing any kind of online information.

 

49.

Darla works at a large legal firm that uses the digital forum Memo. Which of the following is something Memo allows Darla to do at work? 
 

A. 

vent anonymously and get a response from her manager

B. 

vent publicly about her concerns, so clients know what to expect from the firm

C. 

send photos, videos, and messages to her co-workers for a certain amount of time

D. 

advertise the services her firm offers to potential customers

E. 

set up meetings and correspond with existing customers

 

50.

A factor that has sparked the rise of consumer-generated information is the 
 

A. 

increasing dominance of traditional media over digital media.

B. 

reluctance of consumers to publish their thoughts and opinions on digital platforms.

C. 

dwindling number of consumers using social networking sites.

D. 

consumers' tendency to trust other consumers over corporations.

E. 

digital media, which are gradually becoming less consumer-driven.

 

51.

Paul wants to buy a new car. Which of the following is he most likely to consider when making his decision on the type of car to buy? 
 

A. 

the exciting new features a certain type of car includes, as highlighted in a television advertisement

B. 

a recommendation from his mother on the best type of car to buy

C. 

a recommendation from a local car salesperson on the best type of car to buy

D. 

a deal website that compares different types of cars, so he can choose the one he likes best

E. 

a car dealership's website that provides information about its cars' features and benefits

 

52.

Which of the following trends is having a profound effect on marketing? 
 

A. 

consumers' tendency 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 media

 

53.

Which of the following statements is true of how Facebook is being used in marketing? 
 

A. 

While marketers can't directly interact with customers via Facebook, they can use it to find out what customers need and want.

B. 

Facebook provides marketers with low-cost publicity.

C. 

Marketers can create boosted posts on Facebook to develop advertisements and target potential customers.

D. 

If marketers select "like" on potential customers' Facebook pages, they can advertise directly to those people.

E. 

Marketers usually create private profiles and invite only their target customers to create a sense of exclusivity.

 

54.

Which of the following statements is true of Twitter? 
 

A. 

It allows users to create posts of any length.

B. 

It is a hybrid of a social networking site and a micro-blogging site.

C. 

It has minimal impact on digital media.

D. 

It cannot be used to build customer relationships.

E. 

It lacks the potential to give companies a competitive advantage.

 

55.

Pizza Express uses Twitter to build relationships with its customers. All of the following are ways Pizza Express can do this EXCEPT 
 

A. 

posting announcements about promotions and deals.

B. 

posting polls to get customer feedback on pizza flavors.

C. 

ignoring customer complaints and keeping its Twitter feed positive.

D. 

posting humorous tweets and one-liners.

E. 

sharing short promotional videos with customers.

 

56.

_____ are web-based journals in which writers can editorialize and interact with other Internet users. 
 

A. 

Online newspapers

B. 

Wikis

C. 

Social networking sites

D. 

Blogs

E. 

Virtual realities

 

57.

Which of the following statements is true of blogs? 
 

A. 

They allow users to post content consisting of only 140 characters.

B. 

They allow users to post whatever they like about a company or its products.

C. 

They lack the potential to increase sales, even if they contain positive reviews about products.

D. 

They cannot be spread across the Internet.

E. 

They are not even read by half of the Internet users.

 

58.

Cheryl is obsessed with fashion. She travels around the world, looking for the latest fashion trends and posting pictures and reviews of what she finds in her web-based journal. Over the years, she has accumulated thousands of followers who read her posts and base their fashion purchases on her advice. In this scenario, Cheryl is a 
 

A. 

wiki.

B. 

tweeter.

C. 

Facebook user.

D. 

blogger.

E. 

company representative.

 

59.

Which of the following is least likely to be a reason for a company to maintain a blog? 
 

A. 

to answer consumer concerns and questions

B. 

to defend corporate reputation

C. 

to build enthusiasm for its products

D. 

to highlight positive company news and information

E. 

to eliminate blogs that cast the company in a negative light

 

60.

_____ are websites where users can add to or edit the content of posted articles. 
 

A. 

Online newspapers

B. 

Blogs

C. 

Wikis

D. 

Social networking sites

E. 

Virtual realities

 

61.

Which of the following statements is true of wikis? 
 

A. 

They do little to give companies an idea about what consumers feel about them.

B. 

They are being used by some companies as internal tools for teams working on projects that require a great deal of documentation.

C. 

They seldom carry negative information or publicity about businesses, and there is little at stake for businesses if they ignore wikis.

D. 

They do not allow users to add or edit information that has already been posted.

E. 

They are being used by almost all the Fortune 500 companies.

 

62.

Sam's Sports, a large sporting goods store, has recently been involved in a controversy involving its suppliers' use of child labor. As it works to resolve this controversy, what should the company monitor to get a better idea of how consumers feel about the company and its brand? 
 

A. 

corporate blogs

B. 

consumers' Facebook pages

C. 

consumers' Twitter feeds

D. 

its own website

E. 

relevant wikis

 

63.

Which of the following statements is true of media sharing sites? 
 

A. 

They are more limited in scope in how companies interact with consumers.

B. 

They have minimal popularity, which provides no potential for firms to reach a global audience of consumers.

C. 

They do not allow firms to post videos or photographs like other sites.

D. 

They provide no visual ways through which businesses can share their corporate messages.

E. 

They tend to be more reactive than promotional.

 

64.

Beautiful Face, a company that produces skin care products, uses photos and videos to promote its products on its website. However, it does not interact with consumers through personal messages or responses. In this scenario, what type of website is Beautiful Face using? 
 

A. 

a blog

B. 

a social networking site

C. 

a media sharing site

D. 

a micro-blogging site

E. 

a wiki

 

65.

_____ occurs when a message gets sent from person to person to person. It can be an extremely effective tool for marketers, particularly on the Internet. 
 

A. 

Print media

B. 

TV infomercial

C. 

Viral marketing

D. 

Community radio

E. 

Firewall

 

66.

Which of the following statements is true of viral marketing? 
 

A. 

It significantly increases the advertising costs of a company.

B. 

It does not use video and photo sharing sites.

C. 

It can involve advertising on existing popular videos.

D. 

It involves the e-mailing of bulky video files that take a long time to load.

E. 

It essentially uses newspaper and magazine ads.

 

67.

Cameron is a young, aspiring videographer who wants to film weddings and other large events. He started by offering his services at weddings for his family members, friends, and co-workers. Once he has taken and creatively designed a few wedding videos, he posts them on a digital media site. Which of the following is a reason Cameron would want to post his videos? 
 

A. 

to give his family members, friends, and co-workers easy access to them

B. 

to showcase his talent for the chance to launch a successful business

C. 

to make his family members, friends, and co-workers into instant celebrities

D. 

to get a job at an established company that employs videographers

E. 

to catch the attention of an arts and entertainment television network, so his work can be viewed internationally

 

68.

_____ is one of the most popular photo sharing sites on the Internet and enables users to upload images, edit them, classify the images, create photo albums, and share photos with friends.

 
 

A. 

MySpace

B. 

Gmail

C. 

Six Degrees

D. 

Flickr

E. 

Final Cut Pro

 

69.

Sarah took a picture of her horse. She used filters and tints to alter her photo, before sharing it with her friends on Facebook. Which popular mobile photo-sharing application did Sarah most likely use to alter and share her photo? 
 

A. 

Flickr

B. 

Instagram

C. 

MySpace

D. 

Orkut

E. 

Six Degrees

 

70.

_____ is a photo sharing bulletin board site that combines photo sharing with elements of bookmarking and social networking. 
 

A. 

Pinterest

B. 

Final Cut Pro

C. 

Flickr

D. 

Wikipedia

E. 

MySpace

 

71.

Paula is a marketer for a hair accessories company. She uses Pinterest to post images conveying a certain emotion that represents her company's brand. What is something Paula would want to learn about using Pinterest? 
 

A. 

how to "pin" potential customers on her company's Pinterest page

B. 

how to develop a Pinterest page that doesn't pressure consumers to purchase her products

C. 

how to convince customers that it is their idea to purchase her products

D. 

how to influence a customer to proceed from showing interest in her products to having an intent to purchase them

E. 

how to convert her Pinterest account to a direct sales account

 

72.

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

A. 

Podcasts

B. 

Wikis

C. 

Blogs

D. 

Social networking sites

E. 

Virtual realities

 

73.

Live Healthy, a group of doctors, personal trainers, and nutritionists, creates podcasts that people can subscribe to in order to learn quick and easy ways to live a healthier lifestyle. Some of them focus on selecting and preparing nutritious meals and snacks, while others focus on fun and easy exercise routines. All of the following are reasons this company produces podcasts EXCEPT to 
 

A. 

impact consumer buying habits.

B. 

reach older and less affluent people.

C. 

create brand awareness.

D. 

promote its products.

E. 

encourage customer loyalty.

 

74.

_____ allow users to develop avatars that live and play online, and sometimes even have their own currency. 
 

A. 

Podcasts

B. 

Social networking sites

C. 

Wikis

D. 

Micro-blogs

E. 

Virtual realities

 

75.

Bubbly Drinks, a company that produces soda and sparkling water drinks, wants to appeal to younger generations of consumers in a new way. Which of the following is a way the company can accomplish this goal? 
 

A. 

It can place product billboards near schools.

B. 

It can sponsor university sports teams, so its company name will appear on the teams' uniforms.

C. 

It can place advertisements on Facebook.

D. 

It can create a Youtube video and hope it goes viral.

E. 

It can place a campaign for its products in popular virtual reality games.

 

76.

Which of the following is a common mobile marketing tool? 
 

A. 

podcasts

B. 

wikis

C. 

viral marketing

D. 

multimedia messages

E. 

bitcoins

 

77.

The little black and white squares that sometimes appear in magazines, posters, and store displays, which let a consumer with a smart device view a website, video, or image with additional marketing information is known as a 
 

A. 

tweet.

B. 

FB code.

C. 

QR code.

D. 

podcast.

E. 

widget.

 

78.

Google Wallet is a 
 

A. 

virtual currency that can be used to make a payment via smartphone.

B. 

mobile app that stores credit card information on smartphones.

C. 

widget that provides stock quotes.

D. 

QR scanning app that stores hidden messages contained in the code.

E. 

software that stores virtual currency to make payments via smartphone easy.

 

79.

_____ is a virtual peer-to-peer currency that can be used to make a payment via smartphone. 
 

A. 

Google Wallet

B. 

Square Cash

C. 

Bitcoin

D. 

Speedy cash

E. 

Zynga coin

 

80.

Emily went to Anime Boston, a large annual anime convention. As she was looking at the various vendors, she saw a Japanese dress she wanted to buy. She handed her credit card to the vendor, and the vendor used a smartphone swiping device to swipe her card. After the transaction was complete, the vendor sent her a receipt via e-mail. Which of the following mobile payment options does this scenario describe? 
 

A. 

Bitcoin

B. 

Google Wallet

C. 

Square

D. 

Apple Pay

E. 

QR Pay

 

81.

Widgets are 
 

A. 

little black and white squares that appear in magazines, posters, and store displays.

B. 

antivirus programs that help individuals avoid identity theft.

C. 

characters in Second Life, which is a virtual world.

D. 

small bits of software on a website, desktop, or mobile device that perform a simple purpose, such as providing stock quotes.

E. 

identifying strings of text on users' computers that permit website operators to track how often a user visits the site, what he or she looks at while there, and in what sequence.

 

82.

Larry's Lawnmower Company uses an innovative digital marketing tool to personalize its web page, alert users to the latest company information, and spread awareness of the company's products. Which of the following is most likely the digital marketing tool Larry's Lawnmower Company is using? 
 

A. 

a Bitcoin

B. 

widgets

C. 

a virtual world

D. 

a podcast

E. 

cookies

 

83.

Madeline is a marketing manager for a company that sells expensive gadgets and electronics. Recently, she has noticed that digital media are taking some of her power to control and dispense information and place it in the hands of the consumer. As a result, she chooses to utilize the power of the consumer and Internet technology to her advantage. Which of the following is a way that she can accomplish this? 
 

A. 

She can use digital media to access more product information.

B. 

She can use other marketers' blogs in her publicity campaigns.

C. 

She can use digital media to prevent changing consumer patterns.

D. 

She can depend on digital media channels because they never change.

E. 

She can use the Internet to track the success of her online marketing campaigns.

 

84.

According to Forrester Research, which of the following is a characteristic of creators? 
 

A. 

creating their own media outlets, such as blogs, podcasts, videos, and wikis

B. 

updating Twitter feeds or updating their status on social networking sites

C. 

commenting on blogs or posting ratings and reviews

D. 

collecting and organizing content generated by critics

E. 

moderating online content

 

85.

Carrie uploads original videos, publishes a blog and personal web page, uploads original music, and writes and posts articles and stories. On the basis of her online activity, Carrie most likely falls into which of the following categories of consumers? 
 

A. 

inactives

B. 

spectators

C. 

creators

D. 

joiners

E. 

collectors

 

86.

According to Forrester Research, which of the following is a characteristic of conversationalists? 
 

A. 

creating their own media outlets, such as blogs, podcasts, videos, and wikis

B. 

updating Twitter feeds or updating their status on social networking sites

C. 

commenting on blogs or posting ratings and reviews

D. 

collecting and organizing content generated by critics

E. 

moderating online content

 

87.

Julia posts a new status update on her Facebook account every day. She also checks and updates her Twitter feed at least three times a week. Based on her online activities, which of the following categories of consumers does Julia most likely belong to? 
 

A. 

creators

B. 

critics

C. 

collectors

D. 

conversationalists

E. 

joiners

 

88.

According to Forrester Research, which of the following is a characteristic of critics? 
 

A. 

creating their own media outlets, such as blogs, podcasts, videos, and wikis

B. 

updating Twitter feeds or updating their status on social networking sites

C. 

commenting on blogs or posting ratings and reviews

D. 

collecting and organizing content generated by other critics

E. 

moderating online content

 

89.

Curtis is an active member of the online community who is likely to post, discuss, and make available to other online users any company stories or sites that catch his attention. Based on his online activities, Curtis is most likely a(n) 
 

A. 

inactive.

B. 

creator.

C. 

joiner.

D. 

critic.

E. 

collector.

 

90.

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

A. 

inactives

B. 

creators

C. 

joiners

D. 

spectators

E. 

conversationalists

 

91.

Which of the following should be a primary component in a company's digital marketing strategy? 
 

A. 

inactives

B. 

creators

C. 

joiners

D. 

critics

E. 

conversationalists

 

92.

Jerome is not very fond of posting original content or reviews and ratings on websites but spends some time posting updates on social networking sites like Twitter and Facebook. He puts up statuses at least once a week. Jerome is most likely to fall under the category of _____, according to the social technographics of Forrester Research. 
 

A. 

inactives

B. 

creators

C. 

joiners

D. 

critics

E. 

conversationalists

 

93.

Addie has accounts on Facebook, Twitter, and Myspace. She uses these sites to connect and network with her family, friends, and co-workers. She maintains her profile on these social media sites and visits them, but she doesn't post status updates often. Based on her online activities, which of the following categories of consumers does Addie most likely belong to? 
 

A. 

joiners

B. 

inactives

C. 

spectators

D. 

collectors

E. 

conversationalists

 

94.

Adriana is a photographer who travels widely. She has her own blog where she shares her experiences. According to the social technographics of Forrester Research, she belongs to the category of  
 

A. 

inactives.

B. 

creators.

C. 

joiners.

D. 

critics.

E. 

conversationalists.

 

95.

Brian is a songwriter and a musician who regularly records his compositions and uploads them on YouTube. According to the social technographics of Forrester Research, Brian belongs to the category of

 
 

A. 

inactives.

B. 

critics.

C. 

joiners.

D. 

creators.

E. 

conversationalists.

 

96.

Aurelie is a college student who reads blogs, watches videos from other users, listens to podcasts, reads online forums, and reads customer ratings and reviews. Based on her online activities, Aurelie is most likely a 
 

A. 

joiner.

B. 

critic.

C. 

spectator.

D. 

creator.

E. 

conversationalist.

 

97.

Alyson is a foodie who loves to try different cuisines at different restaurants. She also writes about her experiences at the restaurants and rates their services. In the context of social technographics of Forrester Research, Alyson falls under the category of 
 

A. 

inactives.

B. 

creators.

C. 

joiners.

D. 

critics.

E. 

conversationalists.

 

98.

According to the social technographics of Forrester Research, _____ are people who do not participate in any digital online media. 
 

A. 

inactives

B. 

creators

C. 

joiners

D. 

critics

E. 

conversationalists

 

99.

Gwen is a marketer for an online kitchen appliances store. The majority of the online population for this company is spectators, so what should this company do to accommodate its target market? 
 

A. 

push the market to post ratings and reviews of its products

B. 

depend on the market to write articles about its products and post them

C. 

read the target market's status updates on social networking sites to see what their product needs are

D. 

post its own corporate messages through blogs and websites to promote its products

E. 

offer incentives for its customers who contribute to or edit articles in its wiki

 

100.

Apex, Inc. wants to increase its influence on social media in the country of Plutonia. It engages a research company to evaluate the characteristics of the online population in Plutonia. The research company reports that a majority of the population can be characterized as collectors. Which of the following strategies should Apex Inc. implement in order to make a mark in Plutonia? 
 

A. 

Apex Inc. should post its ads on popular blogs and websites.

B. 

Apex Inc. should make personal calls to people to advertise the company's products.

C. 

Apex Inc. should send personal-emails to people.

D. 

Apex Inc. should send SMS/multimedia messages to people.

E. 

Apex Inc. should post its corporate messages on billboards.

 

101.

EduPub, a large educational publisher, wants to increase its influence on social media in the country of Maldqua. It hires a firm to study the characteristics of the online population in Maldqua. The results show that a majority of the population can be characterized as joiners. Which of the following strategies should the company implement in order to make inroads in this country? 
 

A. 

The company should post its corporate messages through blogs and websites.

B. 

The company should post its corporate messages on social networking sites.

C. 

The company should send personal-emails to people.

D. 

The company should send SMS/multimedia messages to social circles.

E. 

The company should post its corporate messages on billboards.

 

102.

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

A. 

Crowdsourcing

B. 

Networking

C. 

Collecting

D. 

Groupthink

E. 

Surveying

 

103.

Computech is a company that sells computers and software. The company has a website that allows customers to post comments about the computers and software it sells. Why is it important for this company to encourage customer feedback? 
 

A. 

Consumers are more likely to say positive things about companies that value their opinions.

B. 

Negative consumer feedback can actually attract more customer interest in the product.

C. 

Most online shoppers will only buy products if they can voice their opinions about them after the purchase.

D. 

Allowing consumer feedback makes it less likely that consumers will provide their feedback.

E. 

Most online shoppers search the Internet for ratings and reviews before making major purchase decisions.

 

104.

All of the following are true regarding how marketers can use digital media to learn about consumers EXCEPT they can 
 

A. 

conduct mail, telephone, or personal interviews.

B. 

use Twitter and Facebook as substitutes for focus groups.

C. 

use social networking sites to gather useful information about consumers.

D. 

use social networking sites to determine consumer preferences.

E. 

conduct online surveys.

 

105.

Which of the following is true of digital media forums and the purpose they serve for businesses? 
 

A. 

Digital media forums only collect negative consumer-generated content about firms.

B. 

Digital media forums allow businesses to closely monitor what their customers are saying.

C. 

Digital media forums do not allow businesses to communicate with consumers to address problems or complaints.

D. 

Digital media forums only collect positive consumer-generated content about firms.

E. 

Digital media forums make communication between firms and consumers more difficult than through traditional communication channels.

 

106.

Kim knows that businesses track consumers' shopping habits, and she wants to remain anonymous during the shopping process. Which of the following is something she can do to maintain her anonymity? 
 

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.

 

107.

Which of the following statements is true of online shopping? 
 

A. 

It does not allow businesses to track purchasing habits of customers.

B. 

It does not involve the use of cookies by identifying strings of text.

C. 

It does not involve sharing customer information without the customer's knowledge.

D. 

It does not allow visitors to customize services.

E. 

It does not allow customers to completely protect their personal information.

 

108.

_____ permit website operators to track how often a user visits the site, what he or she looks at while there, and in what sequence and also allow web users to customize services and content. 
 

A. 

QR codes

B. 

Bar codes

C. 

Apps

D. 

Widgets

E. 

Cookies

 

109.

Due to consumer concerns over privacy, the _____ is considering developing regulations that would better protect consumer privacy by limiting the amount of consumer information that businesses can gather online. 
 

A. 

Consumer Financial Protection Bureau

B. 

Federal Bureau of Investigation

C. 

Federal Trade Commission

D. 

U.S. Securities and Exchange Commission

E. 

National Cyber Security Division

 

110.

The European Union passed a law that requires companies to 
 

A. 

customize services for consumers.

B. 

store cookies in consumers' computers.

C. 

allow consumers to opt for credit card payments.

D. 

get users' consent before using cookies to track their information.

E. 

track and monitor the contents of consumers' online purchases.

 

111.

Gary 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, which of the following would he see as a threat? 
 

A. 

cookies

B. 

"do not track" bills

C. 

self-regulation measures

D. 

current tracking technology

E. 

customized services

 

112.

_____ occurs when criminals obtain personal information that allows them to impersonate someone else in order to use the person's credit to obtain financial accounts and make purchases. 
 

A. 

Firewalling

B. 

Phishing

C. 

Identity theft

D. 

Crowdsourcing

E. 

Viral marketing

 

113.

According to the Federal Trade Commission, which of the following is the most common complaint of identity theft? 
 

A. 

credit card fraud

B. 

utility fraud

C. 

bank fraud

D. 

benefits fraud

E. 

loan fraud

 

114.

Steven has initiated a scam in which he counterfeited a well-known banking website and sent out e-mails to direct victims to it. By making this website look authentic, he was able to get victims to reveal their social security numbers, bank account numbers, and credit card numbers. What type of scam is Steven running in this scenario? 
 

A. 

hacking

B. 

password breaking

C. 

phishing

D. 

intellectual property theft

E. 

utility fraud

 

115.

To deter identity theft, the National Fraud Center wants financial institutions to 
 

A. 

use QR scanning applications.

B. 

use virtual peer-to-peer currency that can be used to make a payment via smartphone.

C. 

implement new technologies such as digital certificates, digital signatures, and biometrics.

D. 

use cookies that permit website operators to track how often a user visits the site.

E. 

keep the identity of online traders completely anonymous.

 

116.

Which of the following situations illustrates online fraud? 
 

A. 

forgetting login details for e-mail

B. 

reading content on other people's profiles on social networking sites

C. 

posting derogatory remarks about companies on blogs

D. 

posting negative reviews on online forums about companies and individuals

E. 

deceiving Internet users into revealing personal information

 

117.

Which of the following is a way people can avoid becoming victims of online fraud? 
 

A. 

avoid using a pin number when doing online transactions

B. 

use a different password for each website users visit

C. 

create simple passwords that only have meaning to the specific user

D. 

avoid visiting websites that use biometrics

E. 

use credit cards with magnetic tape rather than embedded chips

 

118.

Which of the following practices is an online fraud? 
 

A. 

viral marketing

B. 

debugging

C. 

phishing

D. 

tracking

E. 

spamming

 

119.

Carl broke into Office Mega Store's website and stole its customers' personal information. Which method of online fraud is Carl using? 
 

A. 

phishing

B. 

credit card fraud

C. 

intellectual property theft

D. 

hacking

E. 

tracking

 

120.

Amy wants to ensure that she is safe from online fraud and identity theft. What can she do to ensure this? 
 

A. 

avoid firewalls

B. 

refrain from divulging personal information

C. 

refrain from updating antivirus programs

D. 

reply to all the e-mails with personal details

E. 

store credit card details in e-mail accounts

 

121.

Which of the following is least likely to be a reason used by consumers to rationalize piracy and online fraud? 
 

A. 

the fact that even their friends engage in piracy and digital swapping

B. 

the justification that they do not have enough money to pay for what they want

C. 

the feeling that being tech-savvy allows them to exploit the opportunity to pirate

D. 

the fear of getting caught and arrested in the cases of online fraud

E. 

the prospect of obtaining thrills out of getting away with something that has limited consequences

 

122.

Which of the following protects intellectual property? 
 

A. 

bitcoins

B. 

antiviruses

C. 

brand logo

D. 

patents

E. 

section 123

 

 


Essay Questions
 

123.

What characteristics distinguish digital from traditional communication? Define each of those characteristics.

 
 


 


 


 


 

 

124.

How can digital marketing and media help companies cut costs and improve communication?

 
 


 


 


 


 

 

125.

What are virtual worlds? How are marketers utilizing them in order to reach consumers?

 
 


 


 


 


 

 

Document Information

Document Type:
DOCX
Chapter Number:
13
Created Date:
Aug 21, 2025
Chapter Name:
Chapter 13 Digital Marketing And Social Networking
Author:
O. C. Ferrell

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