Question 1

The convergence of real and digital worlds is the result of

Accepted Answer

A) the work of William Gibson,who coined the term "cyberspace." 
B) the implementation of ideas found in science fiction films and books. 
C) the unlimited proliferation of interlinked smartphones,tablet devices,sensors,sophisticated algorithms,databases,and other elements. 
D) Steve Jobs,the late visionary CEO of Apple,Inc. 
E) the researchers at Xerox Palo Alto Research Center (PAR
C) . 
A) the work of William Gibson,who coined the term "cyberspace." 
B) the implementation of ideas found in science fiction films and books. 
C) the unlimited proliferation of interlinked smartphones,tablet devices,sensors,sophisticated algorithms,databases,and other elements. 
D) Steve Jobs,the late visionary CEO of Apple,Inc. 
E) the researchers at Xerox Palo Alto Research Center (PAR
C) .

Question 2

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Accepted Answer

A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mails for customer complaints and respond promptly with a 50% discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with Julia Child 
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook 
A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products 
B) monitor e-mails for customer complaints and respond promptly with a 50% discount coupon 
C) hold a cooking contest to generate new recipes using Betty Crocker products 
D) produce commercials incorporating images of Betty Crocker cooking with Julia Child 
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 3

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

Accepted Answer

A) equal 
B) lower 
C) higher 
D) more updated 
E) less updated 
A) equal 
B) lower 
C) higher 
D) more updated 
E) less updated

Question 4

All of the following statements about YouTube are true EXCEPT:

Accepted Answer

A) registered users can upload an unlimited number of videos. 
B) every minute 72 hours of video is uploaded to the site. 
C) many companies now offer video content through a new partnership with this social network. 
D) many users were dismayed that YouTube recently redesigned its home page. 
E) most of the content is uploaded by Fortune 1000 companies like CBS,3M,and Home Depot. 
A) registered users can upload an unlimited number of videos. 
B) every minute 72 hours of video is uploaded to the site. 
C) many companies now offer video content through a new partnership with this social network. 
D) many users were dismayed that YouTube recently redesigned its home page. 
E) most of the content is uploaded by Fortune 1000 companies like CBS,3M,and Home Depot.

Question 5

-According to Figure 16-4 above,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of May 2012 is

Accepted Answer

A) LinkedIn,Twitter,YouTube,and Facebook. 
B) Facebook,LinkedIn,YouTube,and Twitter. 
C) YouTube,LinkedIn,Twitter,and Facebook. 
D) Facebook,Vimeo,YouTube,and Twitter. 
E) Twitter,Facebook,YouTube,and LinkedIn. 
A) LinkedIn,Twitter,YouTube,and Facebook. 
B) Facebook,LinkedIn,YouTube,and Twitter. 
C) YouTube,LinkedIn,Twitter,and Facebook. 
D) Facebook,Vimeo,YouTube,and Twitter. 
E) Twitter,Facebook,YouTube,and LinkedIn.

Question 6

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Accepted Answer

A) defines the characteristics of the one or more market segments she wants to reach. 
B) buy placement on a specific section on a Facebook site. 
C) composes title and copy for the ad. 
D) decides on the images (photos and videos)used to promote the brand. 
E) specifies the web address(es)to which its ad should link based on the brand's social media marketing goals. 
A) defines the characteristics of the one or more market segments she wants to reach. 
B) buy placement on a specific section on a Facebook site. 
C) composes title and copy for the ad. 
D) decides on the images (photos and videos)used to promote the brand. 
E) specifies the web address(es)to which its ad should link based on the brand's social media marketing goals.

Question 7

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

Accepted Answer

A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome. 
A) YouTube. 
B) LinkedIn. 
C) Facebook. 
D) Twitter. 
E) Google Chrome.

Question 8

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

Accepted Answer

A) grow your network. 
B) brand yourself as an expert in your career field. 
C) don't be presumptuous by showing how you can help a prospective employer. 
D) make sure your profile is complete. 
E) make sure your profile is current,even listing your present employer. 
A) grow your network. 
B) brand yourself as an expert in your career field. 
C) don't be presumptuous by showing how you can help a prospective employer. 
D) make sure your profile is complete. 
E) make sure your profile is current,even listing your present employer.

Question 9

-Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

Accepted Answer

A) higher 
B) lower 
C) equal 
D) more unique 
E) more elaborate 
A) higher 
B) lower 
C) equal 
D) more unique 
E) more elaborate

Question 10

A recent T-Mobile holiday TV ad featuring Chuck Norris used a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.

Accepted Answer

A) single-country 
B) cultural 
C) limited 
D) global 
E) multidomestic 
A) single-country 
B) cultural 
C) limited 
D) global 
E) multidomestic

Question 11

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

Accepted Answer

A) the palm oil Nestlé was using in the candy bar was unsustainable. 
B) Greenpeace praised Nestlé's sense of social responsibility and commitment to global sustainability. 
C) Greenpeace decided to use Twitter to start a conversation among environmentalists urging them to buy Nestlé's Kit Kat candy bars. 
D) the palm oil Nestlé was using in the candy bar contained synthetic preservatives. 
E) the palm oil Nestlé was using in the candy bar was sustainable. 
A) the palm oil Nestlé was using in the candy bar was unsustainable. 
B) Greenpeace praised Nestlé's sense of social responsibility and commitment to global sustainability. 
C) Greenpeace decided to use Twitter to start a conversation among environmentalists urging them to buy Nestlé's Kit Kat candy bars. 
D) the palm oil Nestlé was using in the candy bar contained synthetic preservatives. 
E) the palm oil Nestlé was using in the candy bar was sustainable.

Question 12

The website that enables users to send and receive messages up to 140 characters long is

Accepted Answer

A) LinkedIn. 
B) YouTube. 
C) Twitter. 
D) Facebook. 
E) Friendster. 
A) LinkedIn. 
B) YouTube. 
C) Twitter. 
D) Facebook. 
E) Friendster.

Question 13

Smart systems are called "smart" because

Accepted Answer

A) a user needs to be intelligent to use them efficiently and effectively. 
B) users are primarily located at colleges and universities. 
C) in this case "smart" means fashionable or cool. 
D) users have to be smart to excel at playing games such as Angry Birds on smartphones. 
E) they use various sensing features to facilitate more dynamic interactions with consumers. 
A) a user needs to be intelligent to use them efficiently and effectively. 
B) users are primarily located at colleges and universities. 
C) in this case "smart" means fashionable or cool. 
D) users have to be smart to excel at playing games such as Angry Birds on smartphones. 
E) they use various sensing features to facilitate more dynamic interactions with consumers.

Question 14

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

Accepted Answer

A) Toyota sponsored an expansion pack of the game. 
B) Toyota purchased the personal information of users from the game company to send e-mails. 
C) Toyota used mechanics and pictures in a commercial. 
D) Toyota paid to have likenesses of their vehicles appear in the game as product placement. 
E) Toyota paid to have ads placed on the game's website. 
A) Toyota sponsored an expansion pack of the game. 
B) Toyota purchased the personal information of users from the game company to send e-mails. 
C) Toyota used mechanics and pictures in a commercial. 
D) Toyota paid to have likenesses of their vehicles appear in the game as product placement. 
E) Toyota paid to have ads placed on the game's website.

Question 15

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site __________

Accepted Answer

A) decreases. 
B) is not affected. 
C) can be manipulated. 
D) increases. 
E) is undermined. 
A) decreases. 
B) is not affected. 
C) can be manipulated. 
D) increases. 
E) is undermined.

Question 16

Twitter is

Accepted Answer

A) a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them. 
B) a website that enables users to send and receive short messages up to 140 characters long. 
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
D) a video-sharing website in which users can upload,distribute,view,and comment on videos. 
E) a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day. 
A) a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them. 
B) a website that enables users to send and receive short messages up to 140 characters long. 
C) a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
D) a video-sharing website in which users can upload,distribute,view,and comment on videos. 
E) a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 17

Brand managers find out what people are saying about their brand on Twitter by

Accepted Answer

A) having employees perform spot-checks on posts. 
B) creating their own Twitter account and seeing what "followers" say on Facebook. 
C) using keyword search monitoring from services such as CoTweet. 
D) recognizing that posts are too brief to allow for a substantive mention of their brand. 
E) employing outside search services such as Google and Bing. 
A) having employees perform spot-checks on posts. 
B) creating their own Twitter account and seeing what "followers" say on Facebook. 
C) using keyword search monitoring from services such as CoTweet. 
D) recognizing that posts are too brief to allow for a substantive mention of their brand. 
E) employing outside search services such as Google and Bing.

Question 18

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

Accepted Answer

A) create ads that will appear in a specified,strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and "go viral." 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their 
A) create ads that will appear in a specified,strategic position on every page when users log into their profiles. 
B) create and send an e-mail message to every registered Facebook user. 
C) create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and "go viral." 
D) create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their

Question 19

The business-oriented website that lets users post their profiles and connect to a network for business people is

Accepted Answer

A) LinkedIn. 
B) YouTube. 
C) Twitter. 
D) Facebook. 
E) Friendster. 
A) LinkedIn. 
B) YouTube. 
C) Twitter. 
D) Facebook. 
E) Friendster.

Question 20

Smartphone apps are providing stiff competition for physical retail stores because

Accepted Answer

A) consumers using the app Instagram can shop instantly. 
B) consumers can "tweet" their product preferences. 
C) consumers can create and save shopping lists on their smartphones. 
D) consumers can simultaneously check and prices at other stores while shopping for a product in a brick-and-mortar retail store. 
E) consumers using the app ShopKick receive credit,discounts,and other incentives for walking into a brick-and-mortar retail store. 
A) consumers using the app Instagram can shop instantly. 
B) consumers can "tweet" their product preferences. 
C) consumers can create and save shopping lists on their smartphones. 
D) consumers can simultaneously check and prices at other stores while shopping for a product in a brick-and-mortar retail store. 
E) consumers using the app ShopKick receive credit,discounts,and other incentives for walking into a brick-and-mortar retail store.

The convergence of real and digital worlds is the result of

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

All of the following statements about YouTube are true EXCEPT:

-According to Figure 16-4 above,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of May 2012 is

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

-Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

A recent T-Mobile holiday TV ad featuring Chuck Norris used a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

The website that enables users to send and receive messages up to 140 characters long is

Smart systems are called "smart" because

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site __________

Twitter is

Brand managers find out what people are saying about their brand on Twitter by

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

The business-oriented website that lets users post their profiles and connect to a network for business people is

Smartphone apps are providing stiff competition for physical retail stores because

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters

Exam 16: Using Social Media to Connect With Consumers

The convergence of real and digital worlds is the result of

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

All of the following statements about YouTube are true EXCEPT:

-According to Figure 16-4 above,the correct rank order of social media sites from least to most popular as measured by the number of unique U.S.visitors as of May 2012 is

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

If a brand manager wants to explain the benefits of using a complex product to consumers,the best social network to use is

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

-Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

A recent T-Mobile holiday TV ad featuring Chuck Norris used a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.

The issue between Nestlé and Greenpeace over Nestlé's Kit Kat candy bar was that

The website that enables users to send and receive messages up to 140 characters long is

Smart systems are called "smart" because

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site __________

Twitter is

Brand managers find out what people are saying about their brand on Twitter by

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use is to

The business-oriented website that lets users post their profiles and connect to a network for business people is

Smartphone apps are providing stiff competition for physical retail stores because

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment, Ethical Behavior and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Buildign an Effective Marketing Plan

Filters