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| 1 | |
Control, a characteristic that distinguishes digital from traditional communication, refers to: |
| | A) | the customer's ability to regulate the information they view as well as the rate and exposure to that information. |
| | B) | the ability of customers to express their needs and wants directly to the firm in response to its marketing communications. |
| | C) | the ability for marketers to obtain digital information. |
| | D) | the ability of the marketer to identify customers before they make a purchase. |
| | E) | the ability of customers to express their needs and wants directly to the firm in response to its marketing communications. |
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| 2 | |
Which of the following is a difference between digital and traditional marketing? |
| | A) | Unlike digital marketing, traditional marketing makes reaching target markets easier. |
| | B) | Unlike digital marketing, traditional marketing makes communication with customers more interactive. |
| | C) | Unlike traditional marketing, digital marketing doesn't require emphasis on product quality. |
| | D) | Unlike traditional marketing, digital marketing helps marketers utilize new resources in seeking out and communicating with customers. |
| | E) | Unlike digital marketing, traditional marketing relieves businesses of the task of achieving the right marketing mix. |
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| 3 | |
Which of the following is a similarity between traditional and digital marketing? |
| | A) | Neither of them enables marketers to identify customer before they make a purchase. |
| | B) | Neither of them takes away the task of achieving the right marketing mix from marketers. |
| | C) | Neither of them allows the customers to regulate what information they view. |
| | D) | Neither of them allows the customers to connect with other customers or marketers. |
| | E) | Neither of them allows the customers to express their needs or respond to marketing communication. |
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| 4 | |
Which of following is an advantage of blogs? |
| | A) | They allow users to take remote access of other people's computers. |
| | B) | They allow users to transfer large amount of data over the internet. |
| | C) | They allow marketers to respond to customer complaints. |
| | D) | They do not allow customers to post negative or false information. |
| | E) | They enable customers to edit articles from certain websites. |
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| 5 | |
Who among the following is most likely to fall under the category of joiners according to Forrester research? |
| | A) | Neil spends most of his online time publishing original content like articles, videos, and songs. |
| | B) | Jane spends most of her online time reading blogs and reviews and watching videos posted by others. |
| | C) | Ron shows little interest in any online activity and usually avoids accessing the Internet. |
| | D) | Ralph recently created profiles in social networking sites like Facebook and Twitter and often connects with other users. |
| | E) | Kevin actively posts product reviews, ratings, and feedback on the Internet. |
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| 6 | |
Philip is a marketing manager who wishes to find out what kind of products customers like and how they feel about the company. To gather inputs from customers, he tries to engage them in online contests on social networking sites that ask customers to come up with new taglines for the company or suggest improvements in the products. Philip is engaging in _____ to get customer feedback. |
| | A) | crowdsourcing |
| | B) | downsizing |
| | C) | phishing |
| | D) | insourcing |
| | E) | firewalling |
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| 7 | |
In the context of digital media, cookies are: |
| | A) | video sharing websites. |
| | B) | mobile applications that engage customers in virtual worlds. |
| | C) | identifying strings of text, on users' computers that permit website operators to track how often a user visits the site. |
| | D) | 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. |
| | E) | small bits of software on a website, desktop, or mobile device that enable users "to interface with the application and operating system." |
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| 8 | |
Which of the following is associated with scraping? |
| | A) | Customers copying software and programs illegally |
| | B) | Customers posting false information on blogs about companies |
| | C) | Companies offering to collect customer information from social networking sites |
| | D) | Companies using wikis to document internal processes |
| | E) | Individuals deceiving other Internet users into revealing personal information |
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| 9 | |
Which of the following statements is true about legal and social issues in Internet marketing? |
| | A) | Google is charged with using the personal information from its Gmail users. |
| | B) | To protect their privacy, consumers can install cookies on their systems. |
| | C) | Facebook and other social networking sites are not required to comply with consumer privacy regulation. |
| | D) | Phishing is an activity where companies offer to collect personal information from social networking sites and other forums. |
| | E) | Scraping refers to blocking of cookies on customers' computers. |
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| 10 | |
Who among the following is most likely to become a victim of online fraud? |
| | A) | Jason hardly uses the internet to pay bills or shops online. |
| | B) | Daryl usually replies to all the e-mails that seek personal information. |
| | C) | Becky prefers retail stores over online shopping and rarely pays bills online. |
| | D) | Emma upgrades her antivirus software regularly and is aware about the concept of phishing. |
| | E) | Simon likes reading articles online but does not shop online or have accounts in social networking sites. |
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