Digital Marketing Week 5 Quiz

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Questions and Answers

Which demographic variable is NOT typically included in the study of demographics?

  • Favorite color (correct)
  • Gender
  • Income levels
  • Education levels

What should business leaders focus on during periods of economic disruption?

  • Focusing solely on existing products
  • Eliminating all innovations
  • Minimizing costs irrespective of customer needs
  • Anticipating market uncertainty and unmet customer needs (correct)

Which factor is considered a political force affecting digital marketing?

  • Interest rates
  • Demographics
  • Taxation (correct)
  • Consumer behavior

What is an example of economic disruption mentioned in the content?

<p>Emerging market opportunities (C)</p> Signup and view all the answers

Which regulatory group is mentioned as controlling the provision of banking products in the UK?

<p>Financial Services Authority (B)</p> Signup and view all the answers

How does globalization impact economic forces in digital marketing?

<p>It enhances market growth and access to diverse consumer bases. (D)</p> Signup and view all the answers

What demographic trend is affecting consumer markets in developed economies?

<p>Decreasing birth rates (B)</p> Signup and view all the answers

What is suggested as a focus for innovation to deliver value according to Gorell's observations?

<p>Exploring how innovations can enhance the business model (C)</p> Signup and view all the answers

What is the purpose of accessibility legislation?

<p>To make websites usable for individuals with disabilities. (C)</p> Signup and view all the answers

What is a primary concern of consumers regarding privacy in the digital age?

<p>Identity theft (C)</p> Signup and view all the answers

What is commonly identified as 'cybersquatting'?

<p>Disputes over domain name registrations. (B)</p> Signup and view all the answers

Which act is relevant in the UK for disability discrimination?

<p>Disability Discrimination Act 2010 (C)</p> Signup and view all the answers

Which entity is responsible for controlling providers of mobile phone and broadband services in the UK?

<p>Ofcom (C)</p> Signup and view all the answers

How can trademarks be defined?

<p>A unique word or phrase that distinguishes a company. (D)</p> Signup and view all the answers

What issue do many governments face in relation to online transactions and tax?

<p>Adapting tax laws to globalization (C)</p> Signup and view all the answers

In the context of tax jurisdiction, what is meant by the 'source' country?

<p>The country from which income derives (A)</p> Signup and view all the answers

What is a primary challenge faced by visually impaired users on websites?

<p>Difficulty interacting with visual content. (B)</p> Signup and view all the answers

What is the purpose of anti-spam legislation?

<p>To protect individual privacy and reduce unsolicited emails (D)</p> Signup and view all the answers

What describes the enforcement of online advertising standards?

<p>It is less strictly policed compared to traditional advertising. (B)</p> Signup and view all the answers

Which of the following is NOT a legal force mentioned in the context of digital marketing?

<p>Consumer complaints law (A)</p> Signup and view all the answers

What protects the intangible property created by individuals or corporations?

<p>Intellectual property rights (C)</p> Signup and view all the answers

Which of the following can be trademarked?

<p>A specific color used in branding (B)</p> Signup and view all the answers

How is privacy defined in the context of data protection?

<p>A moral right to avoid intrusion into personal affairs (B)</p> Signup and view all the answers

The right to tax income from an enterprise is divided between which two entities?

<p>Source country and residence country (D)</p> Signup and view all the answers

What is a key focus of the access divide in e-Inclusion strategies?

<p>Providing alternative access options to underserved populations (C)</p> Signup and view all the answers

Which aspect of e-Inclusion focuses on individuals who have access to the internet but do not use it?

<p>Usage divide (A)</p> Signup and view all the answers

What aspect does the secondary digital divide address?

<p>Participation rates among internet users (A)</p> Signup and view all the answers

How can cultural forces impact web service requirements?

<p>By influencing user preferences based on local languages and customs (B)</p> Signup and view all the answers

What is one strategic suggestion related to social media in the context of the financial services industry?

<p>Utilize social media for customer engagement and feedback (D)</p> Signup and view all the answers

What is the importance of analyzing the SMMF in social media strategy?

<p>To understand how to effectively use social media as a competitive tool (A)</p> Signup and view all the answers

Which of the following strategies is suggested for reducing the access divide?

<p>Encouraging competition among service providers to lower costs (B)</p> Signup and view all the answers

Why is it important to assess country differences during situation analysis?

<p>To cater services according to local user preferences and behaviors (B)</p> Signup and view all the answers

Flashcards

Digital Macro-environmental Forces

Broad external factors (economic, political, legal, and social) impacting digital marketing strategies.

Economic Forces (Digital Marketing)

Market growth, economic trends (growth, interest/exchange rates), and globalization impacting digital marketing.

Market Growth & Employment

Demographic trends (age, income, education) influence consumer behavior, impacting digital marketing strategies.

Economic Disruption

Uncertain economic times; require businesses to adapt, anticipate customer needs, and innovate for survival and growth.

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Political Forces (Digital Marketing)

Government control, regulations, taxation, and international Internet governance affecting digital marketing.

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Political Control & Democracy

Government regulations, like financial and energy controls, influence the digital market operations.

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Demographics

Study of population and its characteristics (age, birth rate, income, etc.).

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Spam Emails

Sending millions of emails in the hope of a small response to generate profit.

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Accessibility Legislation

Laws preventing discrimination against disabled web users. Focuses on making websites usable by everyone.

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Brand Protection (Online)

Protecting a brand's name and trademarks in online spaces, domains, advertisements.

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Ofcom's Role

Ofcom is the organization that regulates mobile phone and broadband providers in the UK.

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Internet Governance

System of rules and regulations for managing the growth and use of the internet.

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Intellectual Property Rights

Protecting creations (e.g. copyright, trademarks) of companies and individuals online.

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Taxation Challenges

Finding ways taxes reflect internet use and globalization, and preventing lost revenue.

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Online Advertising Law

Advertising regulations that (sometimes less strictly) apply to internet ads, managed by independent agencies.

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Tax Jurisdiction

Determining which country collects taxes from a transaction.

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Trademark

A unique word or symbol representing a company or product.

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Data Protection

Measures to safeguard privacy regarding online personal information.

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Anti-Spam Legislation

Laws designed to curb unsolicited commercial emails (spam).

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Identity Theft

Fraudulently using someone else's personal information.

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Privacy Concern

Protecting personal data online, especially with increasing identity theft.

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Legal Forces (Digital)

Laws, regulations and controls affecting online content and transactions.

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Social forces

Broad social influences shaping the requirements of digital services.

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Social exclusion

Part of society is denied access to digital resources and opportunities.

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Cultural forces

Local languages and customs influencing website use.

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SMMF (Social Media Marketing Framework)

A framework used to analyze social media activity and strategy.

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Kylie Jenner's Cosmetics

A case study example of the use of social media for product marketing.

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Shannon Coulter's Grabyourwallet

A case study example of social media use in a financial service context.

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Study Notes

Digital Marketing - Week 5

  • Course: Digital Marketing
  • Topic: The Digital Macro-Environmental Forces
  • Instructor: Asst. Prof. Dr. Gülsüm Vezir OÄŸuz
  • University: Istanbul Gelisim University

Chapter 3 Part 2

  • Subject: Digital Macro-Environmental Forces (Economic, Political, Legal, Social)
  • Source: Digital Marketing Strategy, Implementation and Practice (7th Edition) by Dave Chaffey & Fiona Ellis-Chadwick
  • Main Topics:
    • Economic forces
    • Political forces
    • Legal forces
    • Social forces

Economic Forces

  • Market growth and employment (Demographics)
    • Age profiles
    • Birth rates
    • Education levels
    • Gender
    • Household structures
    • Lifestyles (e.g., single, married, divorced)
    • Total income and expenditure
    • Work patterns and occupations
  • Economic growth
  • Interest and exchange rates
  • Globalization
  • Economic disruption
    • Anticipate and act on market uncertainty and unmet customer needs
    • Focus on innovations and how they can deliver value
    • Expect opportunities to emerge from uncertainty

Political Forces

  • Political control and democracy
  • Internet governance
  • Taxation
  • Tax Jurisdiction
  • Data protection and privacy law
  • Anti-spam legislation
  • Disability and discrimination law
  • Brand and trademark protection
  • Intellectual property rights
  • Online advertising law

Social Forces

  • Demographics
  • Culture
  • Social exclusion

Case Study

  • Social media – Do celebrities call all the shots?
  • Questions:
    • Analyze Kylie Jenner's cosmetics and Shannon Coulter's grabyourwallet using SMMF dimensions.
    • Interpret social media's role in the financial services industry & provide strategic solutions.
    • Strategically manage social media using cases 1-4.

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