Digital Marketing Foundations and Strategy, 5th Edition TEST BANK | Full Chapters

Chapter 01: The Digital Marketing Landscape and Foundations
True / False

1. Digital marketing is using any digital technology to facilitate the marketing process.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: How Internet Marketing Has Evolved Into Digital Marketing
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.01 - Define digital marketing from a dynamic perspective.
KEYWORDS: Bloom's: Remember

2. First-party data is collected by companies that do not have a direct relationship to a particular firm's customers.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: The Direct Marketing Roots of Digital Marketing
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.02 - List the elements of direct marketing.
KEYWORDS: Bloom's: Remember

3. The emphasis on engagement and measurement is what led to the widespread adoption of the term "digital marketing."
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: The Internet as a Direct Response Medium
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.03 - List the elements of the internet which make it a direct response
medium.
KEYWORDS: Bloom's: Remember

4. Digital disruption occurs when new digital technologies affect the value proposition of existing goods and services.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Digital Disruption and Digital Transformation
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.08 - Compare the concepts of digital disruption and digital
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, transformation.
KEYWORDS: Bloom's: Understand

5. There is little room for growth in mobile or broadband in developing countries.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: A Profile of Digital Users
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.09 - List the major trends in the use of digital marketing.
KEYWORDS: Bloom's: Remember

6. Conversion is when the customer continues to make purchases.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: Generic Direct Marketing Strategies
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.04 - List the generic marketing objectives that form the basis for digital
marketing strategies.
KEYWORDS: Bloom's: Remember

7. The "cloud" is a metaphor for the internet.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Digital Disruption and Digital Transformation
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.08 - Compare the concepts of digital disruption and digital
transformation.
KEYWORDS: Bloom's: Remember

8. Most software is now sold as a service, not as a product.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Digital Disruption and Digital Transformation
QUESTION TYPE: True / False
HAS VARIABLES: False

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,LEARNINGOBJECTIVES: ZAHA.LABR.05.01.08-Comparetheconceptsofdigitaldisruptionanddigital
transformation.
KEYWORDS: Bloom's: Remember

9. Internet usage varies widely between men and women and by ethnicity.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: A Profile of Digital Users
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.09 - List the major trends in the use of digital marketing.
KEYWORDS: Bloom's: Remember

10. Over half of the world's population has access to the internet.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: A Profile of Digital Users
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.09 - List the major trends in the use of digital marketing.
KEYWORDS: Bloom's: Remember

11. The most popular weekly online activity for internet users in the United States is streaming music.
a. True
b. False
ANSWER: False
POINTS: 1
REFERENCES: A Profile of Digital Users
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.09 - List the major trends in the use of digital marketing.
KEYWORDS: Bloom's: Remember

12. Customer conversion refers primarily to sales.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: A Profile of Digital Users
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.09 - List the major trends in the use of digital marketing.
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, KEYWORDS: Bloom's: Remember

13. In the critical strategy elements, the list tends to play a secondary role in action-oriented context.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Critical Strategy Elements of Digital Marketing
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.05 - Define the critical strategy elements of direct marketing.
KEYWORDS: Bloom's: Remember

14. On the internet, disruptive change is ongoing.
a. True
b. False
ANSWER: True
POINTS: 1
REFERENCES: Disruptive Change
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.06 - Describe the implications of disruptive change on digital
marketing.
KEYWORDS: Bloom's: Remember

Multi-Mode

15. Why did "walled gardens" such as AOL and open portals such a Yahoo!, once the giants of the web, fall from
dominance?
a. Google's development of better search algorithms
b. Amazon's successful harnessing of artificial intelligence
c. Poor investment decisions by Yahoo! and other portal companies
d. Inability to capitalize on successful internet marketing
ANSWER: a
POINTS: 1
REFERENCES: How Internet Marketing Has Evolved Into Digital Marketing
QUESTION TYPE: Multi-Mode (Multiple choice)
HAS VARIABLES: False
LEARNING OBJECTIVES: ZAHA.LABR.05.01.01 - Define digital marketing from a dynamic perspective.
KEYWORDS: Bloom's: Remember

16. Which of the following is a network of physical objects accessed through the internet?
a. Virtual reality
b. The Internet of Everything
c. The Internet of Things
d. Augmented reality
ANSWER: c
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