Question 1

Which is the BEST approach for a marketer to follow in regard to brand communities?

Accepted Answer

A)  They should not attempt to control over govern the communities. 
B)  They should not encourage their formation. 
C)  They should maintain control over the communities to ensure all members are treated fairly. 
D)  They should not monitor community activities to maintain neutrality. 
A)  They should not attempt to control over govern the communities. 
B)  They should not encourage their formation. 
C)  They should maintain control over the communities to ensure all members are treated fairly. 
D)  They should not monitor community activities to maintain neutrality. A

Question 2

Technology is becoming increasingly immersive. As a result of this, we can expect continuing which trend?

Accepted Answer

A)  Video becoming as common as text. 
B)  Greater postings of live video. 
C)  The incorporation of other technologies such as personal drones and virtual reality. 
D)  All of these. 
A)  Video becoming as common as text. 
B)  Greater postings of live video. 
C)  The incorporation of other technologies such as personal drones and virtual reality. 
D)  All of these. D

Question 3

How is qualitative research relevant to online reviews?

Accepted Answer

A)  Due to its highly subjective nature, standard analytic techniques are not useful in analyzing online reviews. 
B)  Given the propensity of reviewers to say negative things, analysis of reviews is not directionally sound. 
C)  Many standard analytic techniques can be applied to the written content of online reviews. 
D)  It is applicable only in rare situations. 
A)  Due to its highly subjective nature, standard analytic techniques are not useful in analyzing online reviews. 
B)  Given the propensity of reviewers to say negative things, analysis of reviews is not directionally sound. 
C)  Many standard analytic techniques can be applied to the written content of online reviews. 
D)  It is applicable only in rare situations. C

Question 4

What is true regarding search engines' importance to digital marketing?

Accepted Answer

A)  There is a trend toward accessing information through mobile devices. 
B)  There is a battle between Google and other search engines for users. 
C)  There is a battle among competitive brands to be near the top of the list when a search term related to the brands is entered. 
D)  There is an massive impact of Amazon upon general product searches. 
A)  There is a trend toward accessing information through mobile devices. 
B)  There is a battle between Google and other search engines for users. 
C)  There is a battle among competitive brands to be near the top of the list when a search term related to the brands is entered. 
D)  There is an massive impact of Amazon upon general product searches.

Question 5

Companies have the most success with email marketing when they follow which approach?

Accepted Answer

A)  Cultivating opt-in email addresses 
B)  Using a firm such as Constant Contact to rent a database of precisely targeted email addresses 
C)  Spamming to reach the widest audience possible 
D)  Increasing the frequency of outgoing emails 
A)  Cultivating opt-in email addresses 
B)  Using a firm such as Constant Contact to rent a database of precisely targeted email addresses 
C)  Spamming to reach the widest audience possible 
D)  Increasing the frequency of outgoing emails

Question 6

Discuss the importance of the social media marketing key principle "know your audience" and how it applies more broadly to a brand's identity. Give an example of a brand that exemplifies this principle.

Accepted Answer

Responses will vary, however all should

Question 7

Which is NOT a common approach used in search engine optimization?

Accepted Answer

A)  Having unique and accurate page names 
B)  Having a website mentioned in, and linked to, other internet locations 
C)  Using robotic bidding on popular keywords and search terms related to a site 
D)  Using images with descriptions 
A)  Having unique and accurate page names 
B)  Having a website mentioned in, and linked to, other internet locations 
C)  Using robotic bidding on popular keywords and search terms related to a site 
D)  Using images with descriptions

Question 8

Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?

Accepted Answer

A)  It is still a relative new medium and marketers are still determining best practices. 
B)  Social media is somewhere between traditional 'mass communications' like television and 'personal' communications like direct selling. 
C)  Senior level marketers tend to be older and didn't grow up using, interacting with, and understanding social media like Millennials have. 
D)  Each category of social media platform has its own unique qualities and marketers are still learning how to effectively utilize IMC with them. 
A)  It is still a relative new medium and marketers are still determining best practices. 
B)  Social media is somewhere between traditional 'mass communications' like television and 'personal' communications like direct selling. 
C)  Senior level marketers tend to be older and didn't grow up using, interacting with, and understanding social media like Millennials have. 
D)  Each category of social media platform has its own unique qualities and marketers are still learning how to effectively utilize IMC with them.

Question 9

Why is it important to "favor quality over quantity" as a key principle for social media marketing?

Accepted Answer

Responses will vary, but should touch on

Question 10

Which of the following is categorized as a media-sharing network?

Accepted Answer

A)  Yelp 
B)  YouTube 
C)  Facebook 
D)  Renren 
A)  Yelp 
B)  YouTube 
C)  Facebook 
D)  Renren

Question 11

Compare the ideas of traditional media verses digital media.

Accepted Answer

Responses will vary, but may include the

Question 12

What is the impact of the increase in customer demands for personalized, relevant information and instantaneous response?

Accepted Answer

Responses will vary. A sample response i

Question 13

Why is social media important to global marketers like Nike, Apple and Coca-Cola?

Accepted Answer

Responses will vary. A sample response i

Question 14

__________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.

Accepted Answer

A)  Mobile apps 
B)  Smart watches 
C)  Smart speakers 
D)  Social media sites 
A)  Mobile apps 
B)  Smart watches 
C)  Smart speakers 
D)  Social media sites

Question 15

What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?

Accepted Answer

A)  It is more widely accepted by Millennial and Generation Z consumers. 
B)  It can be tailored to the individual consumer. 
C)  It creates immediate and interactive connections. 
D)  It matches the increased reliance on mobile devices to stay connected. 
A)  It is more widely accepted by Millennial and Generation Z consumers. 
B)  It can be tailored to the individual consumer. 
C)  It creates immediate and interactive connections. 
D)  It matches the increased reliance on mobile devices to stay connected.

Question 16

A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?

Accepted Answer

A)  Measuring all aspects of our daily lives 
B)  Tracking location and activity 
C)  Marketing, especially online shopping 
D)  Connecting all electronic devices in our homes 
A)  Measuring all aspects of our daily lives 
B)  Tracking location and activity 
C)  Marketing, especially online shopping 
D)  Connecting all electronic devices in our homes

Question 17

Which is the BEST approach for marketers to take regarding online reviews?

Accepted Answer

A)  They should monitor them but take no active role in facilitating them. 
B)  They should always maintain inside control of the monitoring function. 
C)  They should not monitor reviews as it discourages honest discourse. 
D)  They should invest in monitoring and encouraging positive online reviews. 
A)  They should monitor them but take no active role in facilitating them. 
B)  They should always maintain inside control of the monitoring function. 
C)  They should not monitor reviews as it discourages honest discourse. 
D)  They should invest in monitoring and encouraging positive online reviews.

Question 18

Which of the following statements is true?

Accepted Answer

A)  Over half of adults under the age of 35 trust online reviews more than the opinions of friends and family. 
B)  Consumers who read reviews on smartphones are more likely to buy than those who read reviews on desktop computers. 
C)  Almost 9 in 10 online shoppers say reviews influence their purchase decision. 
D)  All of these statements are true. 
A)  Over half of adults under the age of 35 trust online reviews more than the opinions of friends and family. 
B)  Consumers who read reviews on smartphones are more likely to buy than those who read reviews on desktop computers. 
C)  Almost 9 in 10 online shoppers say reviews influence their purchase decision. 
D)  All of these statements are true.

Question 19

The average amount of time each day consumers spend on mobile devices has done what over the years?

Accepted Answer

A)  Remained static for the past three years. 
B)  Grown every year. 
C)  Experienced rapid growth followed by a decline. 
D)  Declined every year. 
A)  Remained static for the past three years. 
B)  Grown every year. 
C)  Experienced rapid growth followed by a decline. 
D)  Declined every year.

Question 20

Mobile push notifications are especially effective under what condition?

Accepted Answer

A)  When they are activity sensitive 
B)  When they are location sensitive 
C)  When they are time sensitive 
D)  All of these 
A)  When they are activity sensitive 
B)  When they are location sensitive 
C)  When they are time sensitive 
D)  All of these

Which is the BEST approach for a marketer to follow in regard to brand communities?

Technology is becoming increasingly immersive. As a result of this, we can expect continuing which trend?

How is qualitative research relevant to online reviews?

What is true regarding search engines' importance to digital marketing?

Companies have the most success with email marketing when they follow which approach?

Discuss the importance of the social media marketing key principle "know your audience" and how it applies more broadly to a brand's identity. Give an example of a brand that exemplifies this principle.

Which is NOT a common approach used in search engine optimization?

Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?

Why is it important to "favor quality over quantity" as a key principle for social media marketing?

Which of the following is categorized as a media-sharing network?

Compare the ideas of traditional media verses digital media.

What is the impact of the increase in customer demands for personalized, relevant information and instantaneous response?

Why is social media important to global marketers like Nike, Apple and Coca-Cola?

__________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.

What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?

A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?

Which is the BEST approach for marketers to take regarding online reviews?

Which of the following statements is true?

The average amount of time each day consumers spend on mobile devices has done what over the years?

Mobile push notifications are especially effective under what condition?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 12: Encouraging Participation to Connect With Customers

Which is the BEST approach for a marketer to follow in regard to brand communities?

Technology is becoming increasingly immersive. As a result of this, we can expect continuing which trend?

How is qualitative research relevant to online reviews?

What is true regarding search engines' importance to digital marketing?

Companies have the most success with email marketing when they follow which approach?

Discuss the importance of the social media marketing key principle "know your audience" and how it applies more broadly to a brand's identity. Give an example of a brand that exemplifies this principle.

Which is NOT a common approach used in search engine optimization?

Why are marketers still somewhat puzzled about how to use various social media platforms to connect with customers?

Why is it important to "favor quality over quantity" as a key principle for social media marketing?

Which of the following is categorized as a media-sharing network?

Compare the ideas of traditional media verses digital media.

What is the impact of the increase in customer demands for personalized, relevant information and instantaneous response?

Why is social media important to global marketers like Nike, Apple and Coca-Cola?

__________ tangibly connect customers and brands, serving as a focal point for repeated communication and interaction.

What is a major advantage of digital media over traditional media as it relates to increasing levels of consumer demand for immediate and personalized attention?

A number of digital products have been created to facilitate communication and connection. A new wave of products are coming into the market created specifically for a different purpose. What is that purpose?

Which is the BEST approach for marketers to take regarding online reviews?

Which of the following statements is true?

The average amount of time each day consumers spend on mobile devices has done what over the years?

Mobile push notifications are especially effective under what condition?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters