Chapter 10

Question 1

Digital Media

Answer 1

Electronic media that function using digital codes; when we refer to digital media, we are referring to media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years.

Question 2

Digital Marketing

Answer 2

Uses all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers.

Question 3

Electronic Marketing (e-marketing)

Answer 3

The strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.

Question 4

Addressability

Answer 4

The ability of a marketer to identify customers before they purchase.

Question 5

Social Network

Answer 5

Web-based meeting place for friends, family, coworkers, and peers that allow users to create a profile and connect with other users for purposes that range from getting acquainted, to keeping in touch, to building a work-related network.

Question 6

Interactivity

Answer 6

Allows customers to express their needs and wants directly to the firm in response to its marketing communications.

Question 7

Accessibility

Answer 7

The ability to obtain digital information.

Question 8

Connectivity

Answer 8

Use of digital networks to provide linkages between information providers and users.

Question 9

Control

Answer 9

Customer’s abilities to regulate the information they view and the rate and sequence of their exposure to that information.

Question 10

Blogs

Answer 10

Web-based journals (short for “weblogs”) in which writers editorialize and interact with other Internet users.

Question 11

Wiki

Answer 11

Type of software that creates an interface that enables users to add or edit the content of some types of websites.

Question 12

Podcast

Answer 12

Audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers; podcasts offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose.

Question 13

Crowdsoucring

Answer 13

Refers to the way digital media can be used to outsource tasks to a large group of people.

Question 14

Online Fraud

Answer 14

Any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information.