Question 1

At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

Accepted Answer

A) Facebook 
B) Pinterest 
C) Groupon 
D) Pandora 
E) StuffDOT sees no "direct" competitors. 
A) Facebook 
B) Pinterest 
C) Groupon 
D) Pandora 
E) StuffDOT sees no "direct" competitors.

Question 2

As a performance measure for social networks,the total number of people who connect with a post (for example,"like" or make a comment)divided by the total number of people seeing the post is the

Accepted Answer

A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate. 
A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate.

Question 3

YouTube 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 280 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 that 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 280 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 that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 4

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

Accepted Answer

A) a cover image 
B) Facebook page posts that appear in the News Feed of those who have "liked" the page 
C) the number of people who saw a specific post 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page 
E) the number of people who clicked the "Like" button 
A) a cover image 
B) Facebook page posts that appear in the News Feed of those who have "liked" the page 
C) the number of people who saw a specific post 
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page 
E) the number of people who clicked the "Like" button

Question 5

YouTube would be an excellent social network to advertise all of the following products except which?

Accepted Answer

A) power tools 
B) financial services 
C) cars 
D) deep sea diving vacations 
E) blenders 
A) power tools 
B) financial services 
C) cars 
D) deep sea diving vacations 
E) blenders

Question 6

Although marketers use the term "mobile" to refer to the portability of phones,the term will soon take on new meaning as ________ make "mobile" even more mobile,and change an entire industry.

Accepted Answer

A) laptops 
B) text messages 
C) social media campaigns 
D) wearable technologies 
E) connected cars 
A) laptops 
B) text messages 
C) social media campaigns 
D) wearable technologies 
E) connected cars

Question 7

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 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 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 8

What is the primary purpose of LinkedIn?

Accepted Answer

A) LinkedIn keeps track of business trends and "breaking news." 
B) LinkedIn provides a way to integrate all of one's social networks into a single,comprehensive news feed. 
C) LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D) LinkedIn provides a forum to create a conversation between large companies and their employees. 
E) LinkedIn is a platform for professional networking and job searching. 
A) LinkedIn keeps track of business trends and "breaking news." 
B) LinkedIn provides a way to integrate all of one's social networks into a single,comprehensive news feed. 
C) LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D) LinkedIn provides a forum to create a conversation between large companies and their employees. 
E) LinkedIn is a platform for professional networking and job searching.

Question 9

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

Accepted Answer

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

Question 10

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 11

Which of the following statements about user-generated content (UGC)is most accurate?

Accepted Answer

A) UGC is published where it is accessible to the public. 
B) UGC must show a sequential journey through posts made by a user. 
C) UGC is intended for commercial profit. 
D) UGC includes personal e-mails. 
E) UGC is limited to text-only,280-character maximum posts due to the limited bandwidth of Internet service providers. 
A) UGC is published where it is accessible to the public. 
B) UGC must show a sequential journey through posts made by a user. 
C) UGC is intended for commercial profit. 
D) UGC includes personal e-mails. 
E) UGC is limited to text-only,280-character maximum posts due to the limited bandwidth of Internet service providers.

Question 12

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as a(n)

Accepted Answer

A) social network. 
B) gaming website. 
C) electronic medium. 
D) social medium. 
E) feedback medium. 
A) social network. 
B) gaming website. 
C) electronic medium. 
D) social medium. 
E) feedback medium.

Question 13

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

Accepted Answer

The apps for smartphones are acceleratin

Question 14

The social network that is used solely for sharing videos is

Accepted Answer

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

Question 15

All of the following statements about user-generated content (UGC)are true except which?

Accepted Answer

A) UGC is published on a publicly accessible website and created by end users. 
B) UGC includes reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website. 
A) UGC is published on a publicly accessible website and created by end users. 
B) UGC includes reposting an article found in a newspaper or magazine without editing. 
C) UGC is consumer-generated by an individual outside of a professional organization. 
D) UGC shows a significant degree of creative effort. 
E) UGC is not simply e-mail,but is published on a publicly accessible website.

Question 16

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) using social media management tools like TweetDeck. 
C) creating their own Twitter account and seeing what "followers" say on Facebook. 
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) using social media management tools like TweetDeck. 
C) creating their own Twitter account and seeing what "followers" say on Facebook. 
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 17

New performance measures are emerging in an effort to find an ideal one for social media advertising that

Accepted Answer

A) links unique visitors and new products. 
B) monitors registered users. 
C) evaluates brand awareness. 
D) ties actual sales revenues to the cost of the ad. 
E) links brand buzz and consumers' emotional connections to the brand. 
A) links unique visitors and new products. 
B) monitors registered users. 
C) evaluates brand awareness. 
D) ties actual sales revenues to the cost of the ad. 
E) links brand buzz and consumers' emotional connections to the brand.

Question 18

Individuals and organizations can establish themselves as "experts" in their given field,thereby becoming "influencers" in that field.But with social media,a sender often simply begins to participate in the ________,hoping that the quality of the message will establish credibility with the receivers,thereby enhancing the sender's influence.

Accepted Answer

A) digital thread 
B) conversation 
C) amateur discussion 
D) discussion pool 
E) information superhighway 
A) digital thread 
B) conversation 
C) amateur discussion 
D) discussion pool 
E) information superhighway

Question 19

As a performance measure for social networks,the number of page views divided by visitors in a given time period is referred to as

Accepted Answer

A) gross page views. 
B) the average page views per visitor. 
C) average website hits. 
D) the average website view rate. 
E) the overall interaction rate. 
A) gross page views. 
B) the average page views per visitor. 
C) average website hits. 
D) the average website view rate. 
E) the overall interaction rate.

Question 20

Blogs and wikis differ in that a blog is a diary that shows a ________,while a wiki shows the end result as a

Accepted Answer

A) complete thought process;fragmented group of ideas. 
B) sequential journey;single entry. 
C) single entry;sequential journey. 
D) personal side of the user;formal presentation. 
E) long narrative;block of text. 
A) complete thought process;fragmented group of ideas. 
B) sequential journey;single entry. 
C) single entry;sequential journey. 
D) personal side of the user;formal presentation. 
E) long narrative;block of text.

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

At the present time,StuffDOT sees which of the following social networks as its direct or principal competitor?

As a performance measure for social networks,the total number of people who connect with a post (for example,"like" or make a comment)divided by the total number of people seeing the post is the

YouTube is

A Facebook page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers except which?

YouTube would be an excellent social network to advertise all of the following products except which?

Although marketers use the term "mobile" to refer to the portability of phones,the term will soon take on new meaning as ________ make "mobile" even more mobile,and change an entire industry.

The convergence of real and digital worlds is the result of

What is the primary purpose of LinkedIn?

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

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 the following statements about user-generated content (UGC)is most accurate?

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as a(n)

What are apps and what significance do they have with respect to convergence of the real and digital worlds?

The social network that is used solely for sharing videos is

All of the following statements about user-generated content (UGC)are true except which?

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

New performance measures are emerging in an effort to find an ideal one for social media advertising that

As a performance measure for social networks,the number of page views divided by visitors in a given time period is referred to as

Blogs and wikis differ in that a blog is a diary that shows a ________,while a wiki shows the end result as a

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

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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