Question 1

As a performance measure, share of voice is

Accepted Answer

A) the number of comments users are making on a product or a brand. 
B) the percentage of comments users are making on the unique videos posted about a product or brand. 
C) the brand's percentage of all the online social media chatter related to a product category or topic. 
D) the number of users tweeting about a brand or product. 
E) the number of users chatting online about a brand or product. 
A) the number of comments users are making on a product or a brand. 
B) the percentage of comments users are making on the unique videos posted about a product or brand. 
C) the brand's percentage of all the online social media chatter related to a product category or topic. 
D) the number of users tweeting about a brand or product. 
E) the number of users chatting online about a brand or product.

Question 2

All of the following are true about StuffDOT except

Accepted Answer

A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. 
B) StuffDOT start-up targets college-aged women. 
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. 
D) StuffDOT campus ambassadors are a major force behind the platform's growth. 
E) StuffDOT financial rewards can be redeemed for gift cards with many major retailers. 
A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item. 
B) StuffDOT start-up targets college-aged women. 
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city. 
D) StuffDOT campus ambassadors are a major force behind the platform's growth. 
E) StuffDOT financial rewards can be redeemed for gift cards with many major retailers.

Question 3

User-generated content refers to

Accepted Answer

A) the content posted by only one user on his or her private blog. 
B) Web 3.0, the next update of the web. 
C) the content created by one user using his or her smartphone. 
D) another term for social media. 
E) another term for flash mobs. 
A) the content posted by only one user on his or her private blog. 
B) Web 3.0, the next update of the web. 
C) the content created by one user using his or her smartphone. 
D) another term for social media. 
E) another term for flash mobs.

Question 4

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 the following except

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 (ads, b-roll) 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 (ads, b-roll) on the left side of the Facebook Page.

Question 5

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 6

In a recent survey of small-business owners, 41 percent see __________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

Accepted Answer

A) Facebook 
B) Groupon 
C) YouTube 
D) Twitter 
E) LinkedIn 
A) Facebook 
B) Groupon 
C) YouTube 
D) Twitter 
E) LinkedIn

Question 7

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be

Accepted Answer

A) through business-to-business image building and networking with industry-related groups. 
B) to monitor profiles for negative mentions of the brand. 
C) to create a profile for the brand. 
D) to try to accumulate online "followers" for the business. 
E) to buy ad space on the LinkedIn website. 
A) through business-to-business image building and networking with industry-related groups. 
B) to monitor profiles for negative mentions of the brand. 
C) to create a profile for the brand. 
D) to try to accumulate online "followers" for the business. 
E) to buy ad space on the LinkedIn website.

Question 8

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?

Accepted Answer

A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Develop an official Twitter profile, recruit followers, and show photos of the product. 
D) Create an account and tweet about it the day before releasing the product. 
E) Create content that relies mostly on professional networking and job searching. 
A) Monitor other Twitter accounts for negative mentions of your brand. 
B) Aggressively defend your brand on your Twitter account. 
C) Develop an official Twitter profile, recruit followers, and show photos of the product. 
D) Create an account and tweet about it the day before releasing the product. 
E) Create content that relies mostly on professional networking and job searching.

Question 9

LinkedIn 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 140 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 140 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 10

Users or members to social networking websites are

Accepted Answer

A) where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
B) the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time. 
C) the total number of unique individuals to a web page in a given time period, regardless of how many times they logon to the site during that period of time. 
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E) the number of people who have opted in to a brand's messages through a social media platform at a given time. 
A) where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
B) the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time. 
C) the total number of unique individuals to a web page in a given time period, regardless of how many times they logon to the site during that period of time. 
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E) the number of people who have opted in to a brand's messages through a social media platform at a given time.

Question 11

The three guidelines for marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) create a branded channel rich in keywords to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit 
A) use an expert to inform the audience about product features and benefits 
B) create a branded channel rich in keywords to improve the odds of the video showing up in user searches 
C) tie the product to a current political or news event 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less, the same as a TV or radio ad time limit

Question 12

A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached.

Accepted Answer

A) decrease 
B) not affect 
C) undermine 
D) manipulate 
E) increase 
A) decrease 
B) not affect 
C) undermine 
D) manipulate 
E) increase

Question 13

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 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

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

Accepted Answer

A) Pinterest. 
B) LinkedIn. 
C) Twitter. 
D) YouTube. 
E) a personal blog. 
A) Pinterest. 
B) LinkedIn. 
C) Twitter. 
D) YouTube. 
E) a personal blog.

Question 16

Computer-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A) global marketing platforms. 
B) convergent systems. 
C) intelligence technologies. 
D) smart systems. 
E) social networking sites. 
A) global marketing platforms. 
B) convergent systems. 
C) intelligence technologies. 
D) smart systems. 
E) social networking sites.

Question 17

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 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 thousand; 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 thousand; cost per click 
E) traditional cost; social media cost

Question 18

Web 2.0 is a term that describes

Accepted Answer

A) a technical update of the World Wide Web. 
B) the high degree of interactivity among users. 
C) the second generation of Internet browsers. 
D) the decreased interactivity of user generated content. 
E) the second revision of marketer-generated web content. 
A) a technical update of the World Wide Web. 
B) the high degree of interactivity among users. 
C) the second generation of Internet browsers. 
D) the decreased interactivity of user generated content. 
E) the second revision of marketer-generated web content.

Question 19

Social media are

Accepted Answer

A) online games. 
B) online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics. 
C) any type of medium in which large groups of people read content generated by a business, government, or corporation. 
D) only media that allow face-to-face communication. 
E) all forms of electronic media. 
A) online games. 
B) online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics. 
C) any type of medium in which large groups of people read content generated by a business, government, or corporation. 
D) only media that allow face-to-face communication. 
E) all forms of electronic media.

Question 20

Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. So with Web 2.0,

Accepted Answer

A) content is no longer seen as being created and published in final form exclusively by one author. 
B) multiple technical updates of the World Wide Web have occurred. 
C) greater bandwidth allows for faster media downloads from the Internet. 
D) new functionalities that are customized to each individual are included. 
E) the technical interface is more user-friendly. 
A) content is no longer seen as being created and published in final form exclusively by one author. 
B) multiple technical updates of the World Wide Web have occurred. 
C) greater bandwidth allows for faster media downloads from the Internet. 
D) new functionalities that are customized to each individual are included. 
E) the technical interface is more user-friendly.

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

As a performance measure, share of voice is

All of the following are true about StuffDOT except

User-generated content refers to

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 the following except

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

In a recent survey of small-business owners, 41 percent see __________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?

LinkedIn is

Users or members to social networking websites are

A favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to __________ one's influence on those reached.

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

The social network that is used solely for sharing videos is

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

Computer-based networks that trigger actions by sensing changes in the real or digital world are known 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 for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.

Web 2.0 is a term that describes

Social media are

Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. So with Web 2.0,

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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 for every 1,000 times its ad loads on a Facebook page and people may see it is using as a performance measure.