Question 1

Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park.Then the webcam users can e-mail the pictures to their friends.The average webcam user sends four e-mails to friends and has resulted in more than 6 million park images being sent to potential visitors.Universal Studios is using __________ to promote its theme park.

Accepted Answer

Universal Studios is using user-generated content and social sharing to promote its theme park, which is a key tactic in viral marketing. By allowing visitors to take and share their own pictures, Universal Studios is increasing brand awareness and potentially reaching new audiences through social sharing.

Question 2

A blog refers to

Accepted Answer

A blog is an online platform where individuals or groups can post articles, opinions, and discussions on a wide variety of subjects, often allowing for reader interaction through comments.

Question 3

Viral marketing refers to

Accepted Answer

Viral marketing is an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs. It relies on word-of-mouth and social sharing to spread promotional messages and can be more effective and cost-efficient than traditional advertising methods.

Question 4

There are three approaches to viral marketing.Marketers can: (1)embed a message in the product or service; (2)__________;and (3)offer incentives for referrals.

Accepted Answer

Making the website content so compelling that viewers want to share it with others is the approach that has proven to be the most effective for viral marketing. This method relies on creating content that is so interesting, funny, or thought-provoking that people feel compelled to share it with their friends and family, spreading the message like a virus. The other options listed (customerization, choiceboards, niche marketing, and permission marketing) can be effective marketing strategies, but they are not specifically geared towards viral marketing.

Question 5

When Microsoft's Hotmail included the tagline,"Get your Private,Free E-mail from Hotmail," on each of the millions of e-mails it processed daily,it was using __________.

Accepted Answer

The answer of When Microsoft's Hotmail included the tagline,"Get your...

Question 6

All of the following are motivators for showrooming EXCEPT:

Accepted Answer

Showrooming refers to the act of browsing products at a physical retail store and then purchasing the same product online, often at a lower price. Motivators for showrooming include looking for online promotions or deals, obtaining merchandise information, checking merchandise reviews and ratings, and seeking lower prices. However, evaluating product displays in retail outlets is not a motivator for showrooming, as it is the primary reason for visiting a physical retail store.

Question 7

There are three approaches to viral marketing.Marketers can: (1)__________; (2)make the website content so compelling that viewers want to share it with others;and (3)offer incentives for referrals.

Accepted Answer

The answer of There are three approaches to viral marketing.Marketers...

Question 8

At the De Beers website,users can design their own rings and show them to others.One out of five website visitors e-mail their ring design to friends and relatives who will then visit the site.De Beers is using __________ to promote its diamonds.

Accepted Answer

De Beers is using viral marketing by encouraging website visitors to share their ring designs with friends and relatives. This creates a viral effect and increases brand awareness and interest in their products.

Question 9

An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail,social networking,and blogs is referred to as __________.

Accepted Answer

Viral marketing involves creating a message or piece of content that is designed to be easily shared and spread among a large audience through social media, email, or other digital communication channels. This can help to quickly create buzz and awareness for a brand or product.

Question 10

In marketspace,buzz refers to __________.

Accepted Answer

Buzz in marketspace refers to word-of-mouth behavior, where customers share their experiences and opinions about a product or service with others through various online channels. This can have a significant impact on a company's reputation and sales.

Question 11

Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as

Accepted Answer

The term "spam" refers to unsolicited electronic junk mail, typically sent out in mass quantities. It is considered a form of online spamming and can be irritating and disruptive to recipients.

Question 12

Showrooming refers to

Accepted Answer

Showrooming is the practice of visiting a physical retail store to examine a product, but then purchasing it online, either from the same retailer or a competitor. This allows the shopper to potentially find a better deal online while still being able to physically inspect the product before purchasing.

Question 13

Buzz is a particularly influential force.According to Jeff Bezos,president of Amazon.com,"If you have an unhappy customer on the Internet,he doesn't tell his six friends,he tells his __________ friends!"

Accepted Answer

The answer of Buzz is a particularly influential force.According to...

Question 14

Word-of-mouth behavior in marketspace is referred to as __________.

Accepted Answer

Word-of-mouth behavior in marketspace is commonly referred to as "buzz."

Question 15

Buzz is particularly influential for which of the following items?

Accepted Answer

Buzz is often created through media and entertainment, which is why he would be particularly influential for toys, motion pictures, and consumer electronics. While he may have some influence in other areas, they are not as closely tied to his area of expertise and influence.

Question 16

__________ is when a shopper visits a retail store to inspect merchandise,but then purchases the merchandise online.

Accepted Answer

Showrooming is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.

Question 17

Spam refers to

Accepted Answer

Spam refers to unsolicited electronic communications, usually in the form of junk mail or unwanted emails. Option B refers to leaked private information, Option C refers to automated emails, Option D refers to a specific tactic used by marketers, and Option E is too broad and might include legitimate electronic messages. Therefore, A is the best choice for defining spam.

Question 18

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free,travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo.The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States.To accomplish this,P&G used __________.

Accepted Answer

The promotion's success is attributed to the 2 million referrals generated, which is indicative of the use of viral marketing.

Question 19

About __________ of U.S.online shoppers engage in showrooming.

Accepted Answer

The answer of About __________ of U.S.online shoppers engage in...

Question 20

In 2004,the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.

Accepted Answer

The act referred to in the question is the CAN-SPAM Act, which became effective in 2004. The act sets rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.

Quiz 21: Implementing Interactive and Multichannel Marketing