E) to encourage donor support
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
142) A church targeting different demographic groups to increase attendance is an example of ________.
A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
143) Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign.
A) ambush marketing
B) social marketing
C) inbound marketing
D) consumer-generated marketing
E) affiliate marketing
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
144) Many organizations use multiple social media, such as Facebook, Twitter, Instagram, and YouTube. What is the primary reason a company would use multiple social media?
A) entice customers to one of the social media sites
B) present a carefully integrated message to fans and customers
C) improve its "hit" count
D) appeal to new customers
E) increase its prices because it is more well-known
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
145) Many company and brand Web sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information.
Answer: TRUE
AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
146) The Internet of Things is a new product created by multiple companies working together.
Answer: FALSE
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
147) Organizations choose to use only a few of the available online and social media. Using multiple social media results in confused fans.
Answer: FALSE
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
148) Social media sites with small audiences, such as Birdpost.com, can be as effective in creating customer engagement as sites with large audiences, such as Pinterest.
Answer: TRUE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
149) Companies that do not target individual consumers do not benefit from using social media tools to appeal to their business customers.
Answer: FALSE
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
150) Explain how the growth of digital technology has transformed the way in which companies conduct business today.
Answer: At the most basic level, marketers set up company and brand Web sites that provide information and promote the company's products. Many of these sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information. Beyond brand Web sites, most companies are also integrating social and mobile media into their marketing mixes.