广告、促销与整合营销传播（第8版）题库chapter 8.docx

Integrated Advertising,Promotion,and Marketing Communications 8e (Clow/Baack) Chapter 8 Digital Marketing 1) Digital marketing combines each of the following except: A)e-commerce. A) B) mobile marketing. C) internet marketing. D) indirect response marketing. Answer: D Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 8.1 What is digital marketing? 2) Digital marketing combines the components ofe-commerce, internet marketing, and mobile marketing. Answer: TRUE Difficulty: Easy Skill: Definition(Concept) AACSB: Application of knowledge LO: 8.1 What is digital marketing? 3) What does digital marketing mean? Answer: Digital marketing includes all of the components of e-commerce, internet marketing, and mobile marketing, or anything with a digital footprint. Difficulty: Moderate Skill:Definition(Concept) AACSB: Application of knowledge LO: 8.1 What is digital marketing? 4) In terms of the evolution ofthe internet, Web 1.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to save money. Answer: A Difficulty: Moderate Skill: Definition(Concept) AACSB: Information technology LO: 8.2 How has the transition to Web 4.0 affected the field of marketing communications? 1 Copyright ◎ 2018 Pearson Education, Inc. 5) In terms of the evolution ofthe internet, Web 2.0: A) transformed traditional retailing by selling goods and services over the internet. B) offered consumers a way to communicate with each other through email. C) created online communities that connect buyers and sellers in new ways. D) provided businesses with an opportunity to advertise effectively on the internet. Answer: C Difficulty: Moderate Skill: Definition(Concept) AACSB: Information techno logy LO: 8.2 H