- The adoption stage in which a new product has become a part of the user’s lifestyle is called:
a. permanent adoption.
b. loyalty.
c. internalization.
c. internalization.
ANS: C REF: p. 441
- ________ is a product characteristic that determines ease of adoption.
a. Relative advantage
b. Sustainable advantage
c. Substitutability
a. Relative advantage
441
- Among the strategic implications of pervasive computing are:
a. marketers must wait for customers to contact them.
b. marketers must be able to contact customer near the time and place of purchase.
c. content will become less important than context.
b. marketers must be able to contact customer near the time and place of purchase.
443
- Dimensions of the pervasive computing environment include:
a. anywhere.
b. any time.
c. both of the above.
a. anywhere.
b. any time.
c. both of the above.
ANS: C REF: p. 443
- True statements about the global mobile environment include:
a. some countries have already passed 100% penetration of cell phones.
b. mobile is expected to be the dominant method of accessing the Internet in a few years.
c. both of the above.
a. some countries have already passed 100% penetration of cell phones.
b. mobile is expected to be the dominant method of accessing the Internet in a few years.
c. both of the above.
ANS: C REF: p. 444, 445
- Strategic drivers of wireless technology include:
a. localization.
b. larger screens.
c. new methods of advertising
a. localization.
448
- ________ is one of the strategic drivers of mobile marketing.
a. Advertising
b. 1-click payment mechanisms
c. Decrease in consumer concern about the privacy and security of their personal data
b. 1-click payment mechanisms
447
- Expanded permission marketing is necessary in the mobile marketing environment because:
a. government regulations establish the kind of permissions that are necessary.
b. mobile customers want control over how much information they receive and when.
c. it is required by geographical location software.
b. mobile customers want control over how much information they receive and when.
447,448
- A channel that is not a mobile marketing channel are
a. display ads.
b. videos.
c. neither of the above.
c. neither of the above.
ANS: C REF: p. 448
- A true statement about mobile marketing campaigns is:
a. a mobile marketing campaign needs elements of traditional online or offline marketing.
b. careful attention must be given to metrics that will be used to measure the success of the campaign.
c. marketers can assume that younger consumers are better targets for a mobile campaign.
b. careful attention must be given to metrics that will be used to measure the success of the campaign.
449
- An element not included in mobile marketing campaigns should be:
a. email lists purchased from third-party list brokers.
b. a call to action.
c. metrics specific to the campaign itself.
a. email lists purchased from third-party list brokers.
- Mobile apps are primarily of interest to:
a. young consumers with active lifestyles.
b. older, more affluent consumers.
c. it depends on the app and the target audience.
c. it depends on the app and the target audience.
ANS: C REF: p. 452, 454
- Location-based mobile marketing is:
a. banned in the United States.
b. accessible to small, local retailers.
c. available from any web hosting service.
b. accessible to small, local retailers.
455,456
- Groupon represents the type of location-based marketing that:
a. takes advantage of consumers’ desire to get a special deal
b. makes offers to only a specialized groups of highly-targeted consumers
c. is popular with all marketers because it brings in so many customers
a. takes advantage of consumers’ desire to get a special deal
456
- The barcodes used in mobile marketing include:
a. only 2 dimensional bar codes.
b. both QR codes and NFC.
c. both of the above.
b. both QR codes and NFC.
457, 458
- Shopping apps can be used to:
a. check prices at the point of purchase.
b. register complaints with retailers.
c. neither of the above.
a. check prices at the point of purchase.
459
- ________ technology is a way two devices located in close proximity can communicate with one another.
a. OR code
b. NFC
c. Apps
b. NFC
459
- One mobile marketing channel that has not experienced robust growth over the last few years is:
a. podcasting
b. search
c. email
a. podcasting
460
- Digital convergence is explained by:
a. increasing ability of a single device to fulfill all user needs.
b. significant changes in the structure of the media industry.
c. technology that allows for centralized control of communications technologies.
b. significant changes in the structure of the media industry.
462
- ________ is the acronym that describes the converged media environment
a. Pervasive computing
b. Microtargeting
c. SoLoMo
c. SoLoMo
ANS: C REF: p. 462
