Question 1

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

Accepted Answer

A)  the increasing dominance of traditional media over digital media.
B)  the reluctance of consumers to publish their thoughts and opinions on digital platforms.
C)  the dwindling number of consumers using social networking sites.
D)  the consumers' tendency to trust other consumers over corporations.
E)  the digital media which is gradually becoming less consumer-driven.F) D) and E)
G) C) and E)

Question 2

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.

Accepted Answer

A)  addressability
B)  accessibility
C)  interactivity
D)  connectivity
E)  controlF) A) and E)
G) B) and E)

Question 3

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 _____.

Accepted Answer

A)  inactives
B)  creators
C)  joiners
D)  critics
E)  conversationalistF) D) and E)
G) B) and E)

Question 4

Which of the following practices is an online fraud?

Accepted Answer

A)  Viral marketing
B)  Debugging
C)  Phishing
D)  Tracking
E)  SpammingF) All of the above
G) A) and D)

Question 5

Which of the following protects intellectual property?

Accepted Answer

A)  Bitcoins
B)  Antiviruses
C)  Brand logo
D)  Patents
E)  Section 123F) B) and E)
G) D) and E)

Question 6

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 _____.

Accepted Answer

A)  inactives
B)  creators
C)  joiners
D)  critics
E)  conversationalistsF) None of the above
G) A) and E)

Question 7

Which of the following statements is true of online shopping?

Accepted Answer

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 of 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.F) B) and E)
G) A) and E)

Question 8

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

Accepted Answer

A)  control
B)  addressability
C)  connectivity
D)  accessibility
E)  interactivityF) C) and D)
G) A) and C) D

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

_____ 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.

Accepted Answer

A)  Firewalling
B)  Phishing
C)  Identity theft
D)  Crowdsourcing
E)  Viral marketingF) B) and E)
G) C) and E)

Question 11

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

Accepted Answer

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.F) A) and D)
G) A) and C)

Question 12

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

Accepted Answer

A)  Creating own media outlets,such as blogs,podcasts,videos,and wikis
B)  Updating Twitter feeds or status updates on social networking sites
C)  Commenting on blogs or post ratings and reviews
D)  Collecting and organizing content generated by other critics
E)  Moderating online contentF) B) and E)
G) A) and E)

Question 13

Which of the following statements is true of Twitter?

Accepted Answer

A)  It allows users to create posts of any lengths.
B)  It is a hybrid of a social networking site and a micro-blogging site.
C)  It has had 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.F) B) and C)
G) A) and E)

Question 14

Which of the following statements is true of blogs?

Accepted Answer

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.F) C) and E)
G) B) and C)

Question 15

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

Accepted Answer

A)  Cloud marketing
B)  Database marketing
C)  Content marketing
D)  Digital marketing
E)  Diversity marketingF) C) and D)
G) A) and C)

Question 16

_____ is the most popular mobile photo sharing application which allows users to make their photos look dreamy or retrospective with different tints and then share them with their friends.

Accepted Answer

A)  Flickr
B)  Instagram
C)  MySpace
D)  Orkut
E)  Six DegreesF) None of the above
G) D) and E)

Question 17

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.

Accepted Answer

A)  pricing
B)  promotion
C)  distribution
D)  communication
E)  advertisingF) A) and E)
G) None of the above

Question 18

Which of the following statements is true of digital media?

Accepted Answer

A)  They hold little relevance to brick-and-mortar companies.
B)  They do not relieve businesses of the task of achieving the right marketing mix.
C)  They do not help businesses enhance the benefits of their products.
D)  They do not give businesses the scope to offer more products than traditional stores.
E)  They make it more difficult to anticipate customer needs.F) B) and C)
G) D) and E)

Question 19

Many social networking sites today provide users with the ability to:

Accepted Answer

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.F) None of the above
G) B) and E) A

Question 20

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

Accepted Answer

A)  control
B)  interactivity
C)  connectivity
D)  addressability
E)  accessibilityF) A) and E)
G) A) and B) D

Exam 13: Digital Marketing and Social Networking

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

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 _____.

Correct AnswerverifiedShow Answer

Which of the following practices is an online fraud?

Correct AnswerverifiedShow Answer

Which of the following protects intellectual property?

Correct AnswerverifiedShow Answer

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 _____.

Correct AnswerverifiedShow Answer

Which of the following statements is true of online shopping?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

_____ 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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following statements is true of Twitter?

Correct AnswerverifiedShow Answer

Which of the following statements is true of blogs?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_____ is the most popular mobile photo sharing application which allows users to make their photos look dreamy or retrospective with different tints and then share them with their friends.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following statements is true of digital media?

Correct AnswerverifiedShow Answer

Many social networking sites today provide users with the ability to:

Correct AnswerverifiedA

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

Correct AnswerverifiedD

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