Management quiz 5 - Chapter 17 and extra readings

​________ involves the use of​ technology-intensive platforms such as the​ internet, mobile networks and​ devices, and social media to engage directly with carefully targeted individual​ consumers, consumer​ communities, and businesses.

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Part 1

A.

Digital marketing

B.

Public relations

C.

Personal selling

D.

Advertising

E.

Sales promotion

​________ involves the use of​ technology-intensive platforms such as the​ internet, mobile networks and​ devices, and social media to engage directly with carefully targeted individual​ consumers, consumer​ communities, and businesses.

Question content area bottom

Part 1

A.

Digital marketing

B.

Public relations

C.

Personal selling

D.

Advertising

E.

Sales promotion

A.

Digital marketing

The benefits of digital marketing for buyers are that they are​ ________.

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Part 1

A.

​easy, convenient, and public

B.

​easy, convenient, and private

C.

​easy, convenient, and impersonal

D.

​easy, private, and expensive

E.

​convenient, private, and hard to use

B.

​easy, convenient, and private

The​ fastest-growing form of marketing is​ ________.

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Part 1

A.

sales promotions

B.

publicity and public relations

C.

digital marketing

D.

television advertising

E.

personal selling

C.

digital marketing

Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign are known as​ ________.

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Part 1

A.

digital personas

B.

influence platforms

C.

consumer​ omni-channel navigation behavior

D.

social nicheworks

E.

digital marketing

A.

digital personas

What is the definition of consumer​ omni-channel navigation​ behavior?

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Part 1

A.

The​ buyer's use of multiple marketing​ channels, both digital and​ nondigital, across stages of the consumer buying decision process

B.

​Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign

C.

Influencers who communicate the benefits of a​ company's products via apps like Hypetap and Klout

D.

The use of​ technology-intensive platforms such as the​ internet, mobile networks and​ devices, and social media to engage directly with carefully targeted individual​ consumers, consumer​ communities, and businesses

E.

A social online network of individuals who share a tightly focused interest

A.

The​ buyer's use of multiple marketing​ channels, both digital and​ nondigital, across stages of the consumer buying decision process

Consumer digital personas​ ________.

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Part 1

A.

are generalized

B.

are intangible

C.

should be developed for each targeted segment

D.

are a new concept in marketing

E.

do not involve the application of marketing analytics

C.

should be developed for each targeted segment

Total digital advertising spending now makes up​ ________ of all U.S. advertising spending.

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Part 1

A.

over half

B.

exactly 35 percent

C.

close to​ three-quarters

D.

less than a third

E.

almost a quarter

A.

over half

What event or circumstance has made mobile marketing a must for most​ brands?

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Part 1

A.

The decline of traditional marketing forms

B.

Widespread surge in mobile devices and traffic

C.

Unlimited consumer data plans

D.

Heavy use of mobile devices in international markets

E.

Widespread use of mobile devices by preteens

B.

Widespread surge in mobile devices and traffic

Which of the following is NOT a form of online​ marketing?

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Part 1

A.

Brand community websites

B.

​Search-related ads

C.

Email marketing

D.

Social media

E.

Display ads

D.

Social media

What is the​ metaverse?

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Part 1

A.

An immersive digital​ environment, often using​ virtual- or augmented reality​ technology, where virtual avatars representing real people​ work, play,​ learn, socialize,​ shop, and generally communicate with one another

B.

A seamless​ cross-channel buying experience that integrates​ instore, online, and mobile

C.

Independent and commercial online social networks where people congregate to socialize and share​ messages, opinions,​ pictures, videos, and other content

D.

Marketing​ messages, promotions, and other content delivered to​ on-the-go consumers through their mobile devices

E.

The use of​ technology-intensive platforms such as the​ internet, mobile networks and​ devices, and social media to engage directly with carefully targeted individual​ consumers, consumer​ communities, and businesses

A.

An immersive digital​ environment, often using​ virtual- or augmented reality​ technology, where virtual avatars representing real people​ work, play,​ learn, socialize,​ shop, and generally communicate with one another

Which of the following statements is correct regarding social​ media?

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Part 1

A.

There are now numerous niche social media networks.

B.

Social media is not interactive.

C.

Returns for social media investments are lower than for TV and print.

D.

Large brands have avoided using social media.

E.

Social media platforms include email marketing and​ search-engine marketing.

A.

There are now numerous niche social media networks.

Which of the following would you recommend to a company to align their​ multi-channel marketing with their overall business​ model?

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Part 1

A.

Break down historical organizational silos.

B.

Make a clear break from the past.

C.

Compensate each channel team based partly on the total profits across channels and partly on the contribution of their individual channel to overall profits.

D.

Keep​ low-profit channels if they contribute strongly to overall profits.

E.

Coordinate marketing mix variables across the channels.

B.

Make a clear break from the past.

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.

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Part 1

A.

email marketing

B.

search engine marketing

C.

online marketing

D.

viral marketing

E.

​omni-channel marketing

D.

viral marketing

A(n) ________ is a social online network of individuals who share a tightly focused interest.

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Part 1

A.

wiki

B.

microblog

C.

location platform

D.

influence platform

E.

nichework

E.

nichework

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Part 1

Which of the following statements about blogs is​ correct?

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Part 1

A.

Companies cannot gain insights from their blogs.

B.

Many marketers now use influencer blogs.

C.

Blogs are usually related to broadly defined topics.

D.

Blogs are expensive to start and maintain.

E.

For​ consumers, blogs are impersonal.

B.

Many marketers now use influencer blogs.

Programmatic digital display ad spending now accounts for​ ________ percent of digital display advertising across all digital platforms.

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Part 1

A.

just under 50

B.

less than 27

C.

almost 14

D.

exactly 100

E.

more than 88

E.

more than 88

Email marketing​ ________.

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Part 1

A.

does not lend itself to targeting

B.

has suffered as mobile devices have become more popular

C.

is used by about 50 percent of marketers

D.

is an important​ business-to-business tool

E.

is no longer a valuable type of marketing

D.

is an important​ business-to-business tool

________ platforms like TaskRabbit support social communities that link service providers and consumers.

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Part 1

A.

Location

B.

Influencer

C.

Service networking

D.

Crowdfunding

E.

Nicheworking

C. Service networking

​__________ is perhaps the biggest advantage of social media.

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Part 1

A.

The potential to grow an audience base

B.

Return on investment

C.

the low cost

D.

​User-controlled content

E.

Engagement and social sharing capabilities

E.

Engagement and social sharing capabilities

Consumers may receive an​ email, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ________.

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Part 1

A.

infomercials

B.

spamming

C.

telemarketing

D.

phishing

E.

mobile marketing

D.

phishing

Which of the following statements is correct regarding digital marketing public policy​ issues?

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Part 1

A.

Given the opportunities and benefits it​ offers, there is no​ "dark side" to digital marketing.

B.

For​ protection, data stored in the cloud requires multiple security layers.

C.

Consumers think deeply before providing information to marketers.

D.

Invasion of privacy is becoming less of a concern for digital marketers.

E.

Consumers should be automatically opted in to allow for detailed information collection and sharing unless they specifically opt out.

B.

For​ protection, data stored in the cloud requires multiple security layers.

To protect the rights of​ ________, Congress passed the COPPA act in​ 1998, and extended its provisions in 2013.

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Part 1

A.

digital marketers

B.

consumers

C.

large technology companies

D.

children

E.

senior citizens

D.

children

Which is an action taken to address consumer privacy​ issues?

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Part 1

A.

Policies regarding data usage

B.

The General Data Protection Regulation

C.

Encryption of sensitive data

D.

​Do-not-mail lists

E.

​Can-spam legislation

B.

The General Data Protection Regulation

Cookies that track what consumers do in the digital space and apps that track the​ real-time locations of consumers have raised concerns about which public policy​ issue?

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Part 1

A.

Antitrust concerns

B.

Irritation

C.

Invasion of privacy

D.

Fraud

E.

Data security

C.

Invasion of privacy