Question 1

Which is identified as the next big thing in social media?

Accepted Answer

A)  Instant messaging 
B)  Video sharing 
C)  Collecting followers 
D)  Viral videos 
A)  Instant messaging 
B)  Video sharing 
C)  Collecting followers 
D)  Viral videos

Question 2

Unlike traditional media, digital media such as website or social media platforms can do what?

Accepted Answer

A)  Provide measurable metrics with which to gauge financial performance. 
B)  Communicate specific benefits to your target market. 
C)  Show demonstrations of your product or service in use. 
D)  Create immediate and interactive connections with and between customers. 
A)  Provide measurable metrics with which to gauge financial performance. 
B)  Communicate specific benefits to your target market. 
C)  Show demonstrations of your product or service in use. 
D)  Create immediate and interactive connections with and between customers.

Question 3

Digital marketing includes both communication and benefit delivery. Which of the following statements is true?

Accepted Answer

A)  The two ideas are mutually exclusive. 
B)  The two ideas must be delivered simultaneously. 
C)  Often these two ideas have significant overlap. 
D)  The two ideas are totally unrelated. 
A)  The two ideas are mutually exclusive. 
B)  The two ideas must be delivered simultaneously. 
C)  Often these two ideas have significant overlap. 
D)  The two ideas are totally unrelated.

Question 4

Which is NOT accurate concerning characteristics of the digital culture?

Accepted Answer

A)  Consumers are growing increasingly comfortable with the personalization of messaging. 
B)  The consumer digital culture is consumer-centered. 
C)  Digital media produces information useful to both consumers and marketers. 
D)  The digital culture is limited primarily to younger consumers and is not relevant to older groups of consumers. 
A)  Consumers are growing increasingly comfortable with the personalization of messaging. 
B)  The consumer digital culture is consumer-centered. 
C)  Digital media produces information useful to both consumers and marketers. 
D)  The digital culture is limited primarily to younger consumers and is not relevant to older groups of consumers.

Question 5

The pinnacle of brand loyalty for many companies is having consumers consider their brand to be

Accepted Answer

A)  a lifestyle brand. 
B)  a symbol of achievement. 
C)  a member of a customer's consideration set. 
D)  the preferred alternative. 
A)  a lifestyle brand. 
B)  a symbol of achievement. 
C)  a member of a customer's consideration set. 
D)  the preferred alternative.

Question 6

Mobile accounts for almost __________ of all digital media time.

Accepted Answer

A)  20% 
B)  50% 
C)  70% 
D)  90% 
A)  20% 
B)  50% 
C)  70% 
D)  90%

Question 7

How does digital media contribute to the viability and success of omnichannel marketing?

Accepted Answer

A)  By utilizing the interconnected and interactive nature of digital media to create a seamless messaging experience. 
B)  By immediately sharing customer contacts, both positive and negative, on the company's website and social media sites. 
C)  By using traditional media to drive traffic to the company's website and social media sites. 
D)  By delegating younger employees to engage with influencers on the company's social media sites. 
A)  By utilizing the interconnected and interactive nature of digital media to create a seamless messaging experience. 
B)  By immediately sharing customer contacts, both positive and negative, on the company's website and social media sites. 
C)  By using traditional media to drive traffic to the company's website and social media sites. 
D)  By delegating younger employees to engage with influencers on the company's social media sites.

Question 8

Given the trend in how consumers access digital, what is true about company websites?

Accepted Answer

A)  They should be accessible in mobile formats. 
B)  They should embody the image of the company's brand. 
C)  They must be easy to use and navigate. 
D)  They should link with social media platforms. 
A)  They should be accessible in mobile formats. 
B)  They should embody the image of the company's brand. 
C)  They must be easy to use and navigate. 
D)  They should link with social media platforms.

Question 9

Which is NOT true of the Principles of Marketing through Social Media?

Accepted Answer

A)  Marketing through social media should be guided by a larger strategy. 
B)  Quantity of content is more important than quality. 
C)  Responses to dissatisfied customers should not be shared with other customers. 
D)  It works best when you add lots of detail and information. 
A)  Marketing through social media should be guided by a larger strategy. 
B)  Quantity of content is more important than quality. 
C)  Responses to dissatisfied customers should not be shared with other customers. 
D)  It works best when you add lots of detail and information.

Question 10

Which is true concerning omnichannel marketing?

Accepted Answer

A)  It is basically unrelated to digital media. 
B)  It is more appropriate for services than products. 
C)  It relies exclusively on digital media for delivery. 
D)  It integrates various communication channels to accommodate the consumer's interests and desires. 
A)  It is basically unrelated to digital media. 
B)  It is more appropriate for services than products. 
C)  It relies exclusively on digital media for delivery. 
D)  It integrates various communication channels to accommodate the consumer's interests and desires.

Question 11

Which is the most popular social network site based on the number of active users?

Accepted Answer

A)  Snapchat 
B)  Instagram 
C)  Twitter 
D)  Facebook 
A)  Snapchat 
B)  Instagram 
C)  Twitter 
D)  Facebook

Question 12

There is a trend toward a large number of social media platforms being built around

Accepted Answer

A)  downloading content, especially videos. 
B)  instant messaging and chat. 
C)  news articles and stories. 
D)  applications. 
A)  downloading content, especially videos. 
B)  instant messaging and chat. 
C)  news articles and stories. 
D)  applications.

Question 13

Discuss mobile display ads and the advantage of using them in terms of mobile marketing. Provide an example of this type of marketing that you have seen.

Accepted Answer

Responses will vary slightly, but should

Question 14

What are the challenges companies face with email marketing, particularly among younger consumers?

Accepted Answer

Responses will vary. A sample response i

Question 15

Using sophisticated research tools such as Google Analytics, Twitter Analytics, and Facebook Insights allows marketers to

Accepted Answer

A)  match promotional efforts to specific customers. 
B)  improve their websites. 
C)  learn about their customers. 
D)  build awareness and brand loyalty. 
A)  match promotional efforts to specific customers. 
B)  improve their websites. 
C)  learn about their customers. 
D)  build awareness and brand loyalty.

Question 16

Like traditional word-of-mouth, __________ carry with them high levels of credibility.

Accepted Answer

A)  tweets 
B)  online reviews 
C)  Facebook advertisements 
D)  YouTube videos 
A)  tweets 
B)  online reviews 
C)  Facebook advertisements 
D)  YouTube videos

Question 17

How does a company's website relate to its overall brand identity?

Accepted Answer

A)  The website is the digital projection of the look, feel, and theme the company wants to communicate as its brand identity. 
B)  The website landing page must include all the relevant brand identifiers: name, logo, slogan, etc. 
C)  It must be clear, consistent, and compelling to match the company's overall IMC messaging. 
D)  It is typically the first interaction a potential customer has with the company. 
A)  The website is the digital projection of the look, feel, and theme the company wants to communicate as its brand identity. 
B)  The website landing page must include all the relevant brand identifiers: name, logo, slogan, etc. 
C)  It must be clear, consistent, and compelling to match the company's overall IMC messaging. 
D)  It is typically the first interaction a potential customer has with the company.

Question 18

Which of the following is NOT involved in the co-creation of value?

Accepted Answer

A)  Marketer identification of basic needs and communicating information to influence what the consumer wants to satisfy them. 
B)  Using or consuming purchases and communicating with others about the experience. 
C)  Creating value for each other and companies through information shared in reviews. 
D)  Customers becoming knowledgeable about product while companies use information to improve product and respond to complaints. 
A)  Marketer identification of basic needs and communicating information to influence what the consumer wants to satisfy them. 
B)  Using or consuming purchases and communicating with others about the experience. 
C)  Creating value for each other and companies through information shared in reviews. 
D)  Customers becoming knowledgeable about product while companies use information to improve product and respond to complaints.

Question 19

__________ is/are a major concern surrounding mobile devices and QS tracking tools.

Accepted Answer

A)  Costs 
B)  Privacy issues 
C)  Current lack of functionality 
D)  Low rates of diffusion 
A)  Costs 
B)  Privacy issues 
C)  Current lack of functionality 
D)  Low rates of diffusion

Question 20

Which approach increases the odds that a company's email messages will be opened?

Accepted Answer

A)  Developing a reliable list of opt-in email addresses 
B)  Having concise, exciting, and informative subject lines 
C)  Personalizing subject lines by referring to behaviors or characteristics of recipients 
D)  All of these 
A)  Developing a reliable list of opt-in email addresses 
B)  Having concise, exciting, and informative subject lines 
C)  Personalizing subject lines by referring to behaviors or characteristics of recipients 
D)  All of these

Which is identified as the next big thing in social media?

Unlike traditional media, digital media such as website or social media platforms can do what?

Digital marketing includes both communication and benefit delivery. Which of the following statements is true?

Which is NOT accurate concerning characteristics of the digital culture?

The pinnacle of brand loyalty for many companies is having consumers consider their brand to be

Mobile accounts for almost __________ of all digital media time.

How does digital media contribute to the viability and success of omnichannel marketing?

Given the trend in how consumers access digital, what is true about company websites?

Which is NOT true of the Principles of Marketing through Social Media?

Which is true concerning omnichannel marketing?

Which is the most popular social network site based on the number of active users?

There is a trend toward a large number of social media platforms being built around

Discuss mobile display ads and the advantage of using them in terms of mobile marketing. Provide an example of this type of marketing that you have seen.

What are the challenges companies face with email marketing, particularly among younger consumers?

Using sophisticated research tools such as Google Analytics, Twitter Analytics, and Facebook Insights allows marketers to

Like traditional word-of-mouth, __________ carry with them high levels of credibility.

How does a company's website relate to its overall brand identity?

Which of the following is NOT involved in the co-creation of value?

__________ is/are a major concern surrounding mobile devices and QS tracking tools.

Which approach increases the odds that a company's email messages will be opened?

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 identified as the next big thing in social media?

Unlike traditional media, digital media such as website or social media platforms can do what?

Digital marketing includes both communication and benefit delivery. Which of the following statements is true?

Which is NOT accurate concerning characteristics of the digital culture?

The pinnacle of brand loyalty for many companies is having consumers consider their brand to be

Mobile accounts for almost __________ of all digital media time.

How does digital media contribute to the viability and success of omnichannel marketing?

Given the trend in how consumers access digital, what is true about company websites?

Which is NOT true of the Principles of Marketing through Social Media?

Which is true concerning omnichannel marketing?

Which is the most popular social network site based on the number of active users?

There is a trend toward a large number of social media platforms being built around

Discuss mobile display ads and the advantage of using them in terms of mobile marketing. Provide an example of this type of marketing that you have seen.

What are the challenges companies face with email marketing, particularly among younger consumers?

Using sophisticated research tools such as Google Analytics, Twitter Analytics, and Facebook Insights allows marketers to

Like traditional word-of-mouth, __________ carry with them high levels of credibility.

How does a company's website relate to its overall brand identity?

Which of the following is NOT involved in the co-creation of value?

__________ is/are a major concern surrounding mobile devices and QS tracking tools.

Which approach increases the odds that a company's email messages will be opened?

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