Chapter 13 Digital Marketing & Social Networking

In the context of digital communication, ________ is the ability of a marketer to identify

customers before they make a purchase.

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. What characteristics of digital marketing does this scenario best describe?

All e-business is conducted via the Internet.

• True

• False

All digital marketing is conducted via the Internet.

• True

• False

The Internet impedes business transactions.

• True

• False

Digital technology has had more impact in industries where the cost of business and customer transactions is very low.

• True

• False

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

• Control

• Addressability

• Connectivity

• Accessibility

A marketing department encouraged customers to share their ideas for new computer features on a public forum on its website. Then, the marketers asked these customers to vote on the features they liked the best. Which of the following characteristics of digital marketing does this scenario best describe?

• Control

• Interactivity

• Accessibility

• Connectivity

Which of the following media is used by digital marketing?

• Newspaper

• Social Networks

• Radio

• Magazine

One thing that digital communication is NOT used for is to

• conduct marketing research

• advertise

• provide and obtain price information

• focus on in-store sales