Question 1

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Accepted Answer

A) True 
 B)False  False

Question 2

Identify at least five things a marketer needs to consider before developing a Twitter presence.

Accepted Answer

1.Make sure that Twitter fits your social media strategy.If so,make sure to cross promote with other platforms such as Facebook.
2.Make sure that your tweets are authentic and not blatant brand promotion.If they are not useful,they are ignored.
3.Engage in two-way conversation by following those who follow you,replying to tweets,and retweeting compelling messages.
4.Manage tweets with tools such as Tweetdeck to avoid being overwhelmed by the sheer volume of tweets.
5.Provide value in your tweets.
6.Be outgoing,energetic,and informative.Retain a unique voice and post with personality.

Question 3

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

Accepted Answer

A blog is a publicly accessible Web page that functions as an interactive journal,whereby readers can post comments on the author's entries.Some experts believe that every company should have a blog that speaks to current and potential customers,not as consumers but as people.Blogs allow marketers to create content in the form of posts,which ideally build trust and a sense of authenticity in customers.Once posts are made,readers can provide feedback through comments.Because it opens a dialogue and gives customers a voice,the comments section of a blog post is one of the most important avenues of conversation between brands and consumers.

Question 4

YouTube,Flickr,and Photobucket are all examples of:

Accepted Answer

A)  media sharing sites 
B)  corporate blogs 
C)  virtual worlds 
D)  microblogs 
E)  social networking sites 
A)  media sharing sites 
B)  corporate blogs 
C)  virtual worlds 
D)  microblogs 
E)  social networking sites

Question 5

Hallmark Cards
Hallmark Cards is just one of thousands of companies that have a strong online presence.Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other.Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries;customers can use the app to send electronic cards to their friends' PCs and cell phones.In addition,Hallmark operates several blogs,where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing.The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market.The conversations consumers have with each other often result in interesting insights,such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
-Refer to Hallmark Cards.When Hallmark asks it customers to weigh in on product design and pricing,it is practicing:

Accepted Answer

A)  virtual volunteering 
B)  mass customization 
C)  scripting 
D)  crowdsourcing 
E)  social commerce 
A)  virtual volunteering 
B)  mass customization 
C)  scripting 
D)  crowdsourcing 
E)  social commerce

Question 6

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

Accepted Answer

The typical game player within social ne

Question 7

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Accepted Answer

A) True 
 B)False

Question 8

Videos made by teens that focus on fashion are called:

Accepted Answer

A)  flames 
B)  hauls 
C)  caches 
D)  feed dumps 
E)  heaves 
A)  flames 
B)  hauls 
C)  caches 
D)  feed dumps 
E)  heaves

Question 9

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

Accepted Answer

A) True 
 B)False

Question 10

Sebastian operates a local coffee shop.He publishes a blog about the shop but updates it only occasionally.He usually posts entries on coffee-related trivia.Every now and then,he posts an entry promoting a new product.Given Sebastian's relatively weak online presence,a marketing-oriented widget would likely be just the thing to generate some buzz about his coffee shop.

Accepted Answer

A) True 
 B)False

Question 11

The most popular microblog is:

Accepted Answer

A)  Twitter 
B)  YouTube 
C)  Facebook 
D)  Tumblr 
E)  Poink 
A)  Twitter 
B)  YouTube 
C)  Facebook 
D)  Tumblr 
E)  Poink

Question 12

Social media:

Accepted Answer

A)  cannot be compared to traditional advertising in any meaningful way 
B)  is thought of by most people as any tool or service that assists conversation 
C)  has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising 
D)  offers more one-to-one ways to meet consumers than traditional marketing media 
E)  has not yet had a major impact on the way marketing works 
A)  cannot be compared to traditional advertising in any meaningful way 
B)  is thought of by most people as any tool or service that assists conversation 
C)  has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising 
D)  offers more one-to-one ways to meet consumers than traditional marketing media 
E)  has not yet had a major impact on the way marketing works

Question 13

Brands,organizations,and nonprofits that use Facebook:

Accepted Answer

A)  have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns 
B)  should make their pages public and searchable 
C)  must never use the Facebook Wall to communicate with consumers 
D)  need to use all of Facebook's privacy options to ensure that only the right people have access to company information 
E)  create profiles,as opposed to pages 
A)  have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns 
B)  should make their pages public and searchable 
C)  must never use the Facebook Wall to communicate with consumers 
D)  need to use all of Facebook's privacy options to ensure that only the right people have access to company information 
E)  create profiles,as opposed to pages

Question 14

Marketers have so far found few ways to integrates apps into their marketing strategies.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following tools would primarily be used more for customer service improvement,brand management,and prospecting than for campaign metrics?

Accepted Answer

A)  Twinfluence 
B)  Klout 
C)  DIY Dashboard 
D)  BlogPulse 
E)  Vocus 
A)  Twinfluence 
B)  Klout 
C)  DIY Dashboard 
D)  BlogPulse 
E)  Vocus

Question 16

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

Accepted Answer

A)  engaging 
B)  listening 
C)  understanding 
D)  entertaining 
E)  influencing 
A)  engaging 
B)  listening 
C)  understanding 
D)  entertaining 
E)  influencing

Question 17

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Accepted Answer

A) True 
 B)False

Question 18

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

Accepted Answer

A)  business owners can set their pages to block negative reviews 
B)  customers can write about bad experiences they've had at local businesses 
C)  business owners can edit their organizations' pages 
D)  customers can read about what others think about particular businesses 
E)  business owners can respond directly to customers who have written reviews 
A)  business owners can set their pages to block negative reviews 
B)  customers can write about bad experiences they've had at local businesses 
C)  business owners can edit their organizations' pages 
D)  customers can read about what others think about particular businesses 
E)  business owners can respond directly to customers who have written reviews

Question 19

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

Accepted Answer

A)  An online clothing retailer asks customers to complete a satisfaction survey,which it uses to improve customer service 
B)  A local restaurant searches Twitter to find out what people are saying about today's specials 
C)  A software company allows customer service representatives to make real-time responses to customer queries 
D)  A soft drink manufacturer uses social media notification tools to learn what the competition might be up to 
E)  An online bookseller examines customers' product reviews,comments,and past purchases to suggest additional titles customers might enjoy 
A)  An online clothing retailer asks customers to complete a satisfaction survey,which it uses to improve customer service 
B)  A local restaurant searches Twitter to find out what people are saying about today's specials 
C)  A software company allows customer service representatives to make real-time responses to customer queries 
D)  A soft drink manufacturer uses social media notification tools to learn what the competition might be up to 
E)  An online bookseller examines customers' product reviews,comments,and past purchases to suggest additional titles customers might enjoy

Question 20

Which of the following statements about online gaming is CORRECT?

Accepted Answer

A)  Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them. 
B)  Almost 90% of people play games within social networking sites or on mobile devices. 
C)  The typical online gamer is a 43-year-old woman with a full time job and college education. 
D)  Social gaming is one of the few areas of social media that is not growing. 
E)  The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs. 
A)  Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them. 
B)  Almost 90% of people play games within social networking sites or on mobile devices. 
C)  The typical online gamer is a 43-year-old woman with a full time job and college education. 
D)  Social gaming is one of the few areas of social media that is not growing. 
E)  The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Identify at least five things a marketer needs to consider before developing a Twitter presence.

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

YouTube,Flickr,and Photobucket are all examples of:

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Videos made by teens that focus on fashion are called:

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

The most popular microblog is:

Social media:

Brands,organizations,and nonprofits that use Facebook:

Marketers have so far found few ways to integrates apps into their marketing strategies.

Which of the following tools would primarily be used more for customer service improvement,brand management,and prospecting than for campaign metrics?

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

Which of the following statements about online gaming is CORRECT?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 22: Social Media and Marketing

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Identify at least five things a marketer needs to consider before developing a Twitter presence.

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

YouTube,Flickr,and Photobucket are all examples of:

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Videos made by teens that focus on fashion are called:

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

The most popular microblog is:

Social media:

Brands,organizations,and nonprofits that use Facebook:

Marketers have so far found few ways to integrates apps into their marketing strategies.

Which of the following tools would primarily be used more for customer service improvement,brand management,and prospecting than for campaign metrics?

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

Which of the following statements about online gaming is CORRECT?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Decisions

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters