Question 1

In terms of performance measures important to marketing managers, unique visitors are

Accepted Answer

A)  the total number of pages fans visit on any of a brand's social media sites in a given time period. 
B)  the total number of Facebook page views in one day. 
C)  the total number of product website views on YouTube. 
D)  visitors who post unique comments on a product's Facebook page. 
E)  the total number of different visitors to a Facebook page in a given time period. 
A)  the total number of pages fans visit on any of a brand's social media sites in a given time period. 
B)  the total number of Facebook page views in one day. 
C)  the total number of product website views on YouTube. 
D)  visitors who post unique comments on a product's Facebook page. 
E)  the total number of different visitors to a Facebook page in a given time period. E

Question 2

Online content created by an individual outside of a professional or commercial organization is a criterion of

Accepted Answer

A)  online advertisements. 
B)  user-generated content. 
C)  blogs. 
D)  wikis. 
E)  Web 3.0. 
A)  online advertisements. 
B)  user-generated content. 
C)  blogs. 
D)  wikis. 
E)  Web 3.0. B

Question 3

All of these are social media performance measures exceptwhich?

Accepted Answer

A)  click per fan 
B)  cost per click 
C)  cost per action 
D)  cost per thousand 
E)  click-through rate 
A)  click per fan 
B)  cost per click 
C)  cost per action 
D)  cost per thousand 
E)  click-through rate A

Question 4

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Accepted Answer

A)  fixed fee rate. 
B)  cost per thousand. 
C)  cost per action. 
D)  cost per click. 
E)  fixed cost. 
A)  fixed fee rate. 
B)  cost per thousand. 
C)  cost per action. 
D)  cost per click. 
E)  fixed cost.

Question 5

Cost per action refers to

Accepted Answer

A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B)  a fixed amount of money paid to the site for placement of the ad. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed percentage the site gets paid for placing the ad. 
E)  a fixed discount given to a visitor for clicking on the ad. 
A)  a fixed amount of money paid to the site for every time a visitor clicks on the ad. 
B)  a fixed amount of money paid to the site for placement of the ad. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed percentage the site gets paid for placing the ad. 
E)  a fixed discount given to a visitor for clicking on the ad.

Question 6

Describe the two factors that are used to classify social media.

Accepted Answer

Social media can be classified based on

Question 7

The website that enables users to send and receive messages up to 280 characters long is

Accepted Answer

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

Question 8

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

Accepted Answer

A)  an expert. 
B)  a follower. 
C)  an end receiver. 
D)  a traditional consumer. 
E)  an evangelist. 
A)  an expert. 
B)  a follower. 
C)  an end receiver. 
D)  a traditional consumer. 
E)  an evangelist.

Question 9

A company paying a set amount to Facebook for every time a user clicks on its ad is using ________ as a performance measure, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using ________ as a performance measure.

Accepted Answer

A)  variable fee; fixed fee 
B)  cost per click; cost per thousand 
C)  fixed fee; variable fee 
D)  cost per action; cost per click 
E)  traditional cost; social media cost 
A)  variable fee; fixed fee 
B)  cost per click; cost per thousand 
C)  fixed fee; variable fee 
D)  cost per action; cost per click 
E)  traditional cost; social media cost

Question 10

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of these exceptwhich?

Accepted Answer

A)  updating content regularly to keep it fresh 
B)  using familiar imagery and messaging, but adding a twist 
C)  learning users' passions 
D)  letting users guide content 
E)  posting Instagram videos on the left side of the Facebook Page 
A)  updating content regularly to keep it fresh 
B)  using familiar imagery and messaging, but adding a twist 
C)  learning users' passions 
D)  letting users guide content 
E)  posting Instagram videos on the left side of the Facebook Page

Question 11

Cost per click is a measure in which

Accepted Answer

A)  a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
B)  a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount is given to a visitor for clicking on an ad. 
A)  a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website. 
B)  a fixed amount of money is paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount is given to a visitor for clicking on an ad.

Question 12

What are the main ways brand managers can use Twitter?

Accepted Answer

With the 280-character limit on tweets,

Question 13

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

Accepted Answer

A)  users/members. 
B)  unique visitors. 
C)  visitors. 
D)  fans. 
E)  vloggers. 
A)  users/members. 
B)  unique visitors. 
C)  visitors. 
D)  fans. 
E)  vloggers.

Question 14

Which of these social media networks does Body Glove use as the foundation of its customer service function?

Accepted Answer

A)  Pinterest 
B)  Facebook 
C)  YouTube 
D)  Twitter 
E)  Instagram 
A)  Pinterest 
B)  Facebook 
C)  YouTube 
D)  Twitter 
E)  Instagram

Question 15

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

Accepted Answer

A)  influencing. 
B)  interaction. 
C)  filtering. 
D)  engagement. 
E)  evangelism. 
A)  influencing. 
B)  interaction. 
C)  filtering. 
D)  engagement. 
E)  evangelism.

Question 16

All of these statements about YouTube are true exceptwhich?

Accepted Answer

A)  YouTube is owned by Google. 
B)  Advertisers have the option of targeting YouTube ads based on people's Google search histories. 
C)  Many companies now offer video content through organized channels. 
D)  YouTube assists small businesses in managing key words for their video ads on the website. 
E)  Most content is uploaded by professional musicians, videographers, and businesspeople. 
A)  YouTube is owned by Google. 
B)  Advertisers have the option of targeting YouTube ads based on people's Google search histories. 
C)  Many companies now offer video content through organized channels. 
D)  YouTube assists small businesses in managing key words for their video ads on the website. 
E)  Most content is uploaded by professional musicians, videographers, and businesspeople.

Question 17

Recently, Facebook made all of these changes to its capabilities exceptwhich?

Accepted Answer

A)  Facebook created a feature called Dating with a dedicated inbox and separate profile for users. 
B)  Facebook introduced the app Virtual, which facilitates the use of virtual and augmented reality for mobile devices. 
C)  Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users. 
D)  Facebook added several new privacy protections and now limits the ads that can be displayed to teenagers. 
E)  Facebook added a new metric called Click-Gap as part of its effort to prevent misinformation, propaganda, hate speech, and fake news from being spread on its platform. 
A)  Facebook created a feature called Dating with a dedicated inbox and separate profile for users. 
B)  Facebook introduced the app Virtual, which facilitates the use of virtual and augmented reality for mobile devices. 
C)  Facebook launched a program known as Custom Audiences to allow marketers to use e-mail marketing with mobile users. 
D)  Facebook added several new privacy protections and now limits the ads that can be displayed to teenagers. 
E)  Facebook added a new metric called Click-Gap as part of its effort to prevent misinformation, propaganda, hate speech, and fake news from being spread on its platform.

Question 18

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 more easily manipulated. 
D)  increases. 
E)  can't be determined as exactly. 
A)  decreases. 
B)  is not affected. 
C)  can be more easily manipulated. 
D)  increases. 
E)  can't be determined as exactly.

Question 19

Which product was an important innovation for Body Glove and the source of inspiration for its brand name?

Accepted Answer

A)  an insulated base layer for outdoor activities 
B)  a virtual surfing game 
C)  a chemical heat pack 
D)  a pregnancy pillow 
E)  a neoprene wetsuit 
A)  an insulated base layer for outdoor activities 
B)  a virtual surfing game 
C)  a chemical heat pack 
D)  a pregnancy pillow 
E)  a neoprene wetsuit

Question 20

Which of these is the largest analytical platform that can respond to queries in facts, photos, and direct answers?

Accepted Answer

A)  Wikipedia 
B)  Twitter 
C)  Facebook 
D)  Bing 
E)  Google 
A)  Wikipedia 
B)  Twitter 
C)  Facebook 
D)  Bing 
E)  Google

Exam 20: Personal Selling and Sales Management

In terms of performance measures important to marketing managers, unique visitors are

Online content created by an individual outside of a professional or commercial organization is a criterion of

All of these are social media performance measures exceptwhich?

A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as

Cost per action refers to

Describe the two factors that are used to classify social media.

The website that enables users to send and receive messages up to 280 characters long is

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

A company paying a set amount to Facebook for every time a user clicks on its ad is using ________ as a performance measure, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using ________ as a performance measure.

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of these exceptwhich?

Cost per click is a measure in which

What are the main ways brand managers can use Twitter?

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as

Which of these social media networks does Body Glove use as the foundation of its customer service function?

The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer

All of these statements about YouTube are true exceptwhich?

Recently, Facebook made all of these changes to its capabilities exceptwhich?

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

Which product was an important innovation for Body Glove and the source of inspiration for its brand name?

Which of these is the largest analytical platform that can respond to queries in facts, photos, and direct answers?

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

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

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

A company paying a set amount to Facebook for every time a user clicks on its ad is using as a performance measure, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using as a performance measure.