Deck 2: Social Consumers

Question 1

Which of the following is essentially a diary that you keep through your social media activities?

A)Digital identity.
B)Lifestream.
C)Social footprint.
D)Digital brand name.
E)Social impressions.

Answer 1

B

Question 2

What type of segmentation is being used when companies market to consumers who seek help from brands to manage their lives?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Answer 2

D

Question 3

North Face can expect to sell more parkas to people who live in winter climates,whereas Roxy will move more bikinis in sunny vacation spots.This is an example of which of the following?

A)Geographic segmentation.
B)GPS technology.
C)Market segmentation.
D)Demographic segmentation.
E)Behavioral segmentation.

Answer 3

A

Question 4

What type of segmentation refers to segmenting markets by how consumers act with regard to a brand or a product category?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 5

What type of segmentation did General Mills use when it launched QueRicaVida.com as an online platform for single moms?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 6

The impressions that make up the data that marketers use to paint your social identity are also known as which of the following?

A)Digital identity.
B)Lifestream.
C)Social footprints.
D)Digital brand names.
E)Social impressions.

Question 7

Which of the following represents your username in social communities?

A)Lifestream.
B)Avatar.
C)Social footprint.
D)Handle.
E)Social media touchpoint.

Question 8

An ID that is used to describe something about you in shorthand as you try to build a following is known as which of the following?

A)Social footprint.
B)Digital primacy.
C)Digital brand name.
D)Lifestream.
E)Social media touchpoint.

Question 9

Which of the following does not represent a social footprint?

A)'Liking' a site,article,or product.
B)Sharing online purchases on Instagram.
C)Commenting on YouTube videos.
D)Charging a purchase at a retail store on your credit card.
E)Sharing your music streams on Spotify.

Question 10

Which of the following is the same exercise marketers can use to assess the situation and their competitors' social presence and is also used to assess personal social media activity according to the values expressed in the social engagement?

A)Social identity audit.
B)Social activity audit.
C)Personal identity audit.
D)Personal activity audit.
E)None of the above.

Question 11

What type of segmentation is being used when a company markets to its 'heavy users'?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 12

Which of the following is a satellite system that provides real-time location and time information?

A)RSS feed technology.
B)Roving nodes technology.
C)GPS technology.
D)Lifestream aggregation.
E)Digital mobility.

Question 13

Which term refers to brands that inspire passionate loyalty in their customers?

A)Lovemarks.
B)Brand loyalty.
C)Psychographic.
D)Benefit brands.
E)Behavioral.

Question 14

Which of the following describes the process of dividing a market into distinct groups that have common needs and characteristics?

A)Behavioral segmentation.
B)Market segmentation.
C)Lifestream aggregation.
D)Social media addiction.
E)Handle squatting.

Question 15

What type of segmentation is used when companies market to consumers who want to have meaningful relationships with brands they use frequently?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 16

Which of the following refers to 'data generated from technology-mediated social interactions and actions online which can be collected and analyzed'?

A)Profile data.
B)Lifestream data.
C)Personally identifiable information.
D)Customer profile data.
E)Big social data.

Question 17

A quick search of Twitter for actor Hugh Jackman turns up several people listings,including @RealHughJackman,@JackmanHugh,@HughJackman,and @H_Jackman,among others.Only one is the "real" Hugh Jackman.The others are probably which of the following?

A)Lifestreaming.
B)Avatars.
C)Handle squatting.
D)Brand butlers.
E)Lurking.

Question 18

Which of the following refers to the way we represent ourselves via text,images,sounds,and video to others who access the Web?

A)Social identity.
B)Lifestream.
C)Social footprint.
D)Digital brand name.
E)Digital primacy.

Question 19

Your social identity is made up of which of the following?

A)Your Facebook and Twitter accounts.
B)Your social footprint and lifestream.
C)Your handle and RSS feed.
D)Your digital brand name and digital primacy.
E)All of the above.

Question 20

Which type of segmentation refers to segmenting markets by age,gender,income,ethnic background,educational attainment,family life cycle,and occupation?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 21

Which of the following are the largest segment of social media participants?

A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Question 22

Which impulse represents the feeding of one's own ego?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 23

Which of the following completes the sentence,'______ is the sense of relief we feel from knowing others in our network are accessible'?

A)Contact comfort.
B)Immediate altruistic response.
C)Social media addiction.
D)Prurient impulse.
E)Validation impulse.

Question 24

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?

A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Question 25

Which of the following are ideal brand ambassadors?

A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Question 26

When you attempt to use social media to earn worldwide fame,which impulse are you responding to?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 27

People's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection is also known as which of the following?

A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Question 28

Which type of impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 29

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Question 30

The portrait that marketers paint of you when they assess the image and perception you portray of yourself on social media is known as which of the following?

A)Personal utility impulse.
B)Social footprint.
C)Social personality.
D)Social identity.
E)Social profile.

Question 31

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?

A)Validation and immediacy.
B)Altruistic and immediacy.
C)Contact comfort and immediacy.
D)Prurient and contact comfort.
E)Affinity and validation.

Question 32

Which of the follow categorizes social media user types according to their degree of social media consumption and creation?

A)The Social Consumption/Creation Matrix.
B)The Social Creation/Consumption Framework.
C)The Technographic Matrix.
D)The Technographic Framework.
E)None of the above.

Question 33

Which of the following completes the statement,'______ are motivated by the validation impulse,while ______ are motivated by the affinity impulse.' ?

A)Devotees,entertainment chasers.
B)Connection seekers,attention seekers.
C)Entertainment chasers,connection seekers.
D)Connection seekers,devotees.
E)Attention seekers,connection seekers.

Question 34

Sally keeps checking for a response after replying to her boyfriend's message.What type of impulse is she responding to?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Question 35

Which type of impulse are you responding to when you 'follow' people on Twitter and visit their profiles?

A)Validation.
B)Personal utility.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 36

Rachel has decided to quit social media due to increasing privacy concerns and social media fatigue.She deletes all of her social media posts and profiles including Facebook,Twitter,and LinkedIn.What term best describes her actions?

A)Lifestream closure.
B)Social identity suicide.
C)Internalization.
D)Social media review.
E)Social data revocation.

Question 37

Which of the following have large networks,high social capital,and the ability to create and promote social content?

A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Question 38

Which type of impulse represents participation in social media as a way to 'pay it forward'?

A)Personal utility.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 39

Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?

A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Question 40

Which of the following completes the statement '______ of social media content is the most prevalent activity but must be served by the more taxing ______ of content.'?

A)Creation,distribution.
B)Consumption,creation.
C)Distribution,creation.
D)Creation,consumption.
E)Distribution,consumption.

Question 41

______ appreciate social interactions with your company.They don't shy away from branded social interactions,but neither do they seek them out.

A)Social Stars.
B)Social Savvies.
C)Social Snackers.
D)Social Skippers.
E)None of the above.

Question 42

Which of the following completes the sentence,'______ are characterized by highly interconnected people such as hobbyists,fans,or professional groups'?

A)Support networks
B)Tight crowds
C)Brand clusters
D)Community clusters
E)Polarized crowds

Question 43

______ demand social interactions with your company.These consumers constantly use social media to connect with companies,brands,and products.

A)Social Stars.
B)Social Savvies.
C)Social Snackers.
D)Social Skippers.
E)None of the above.

Question 44

Which of the following are the two most important microblogs for marketers?

A)Support networks and brand clusters.
B)Tight crowds and support networks.
C)Brand clusters and tight crowds.
D)Community clusters and brand clusters.
E)Polarized crowds and support networks.

Question 45

Researchers from Ryerson University in Toronto categorized social media users into passive or active information seekers and passive or active participants.Which of the following is not one of the four segments that were identified?

A)Minimalists.
B)Observers.
C)Information Seekers.
D)Socializers.
E)Mavens.

Question 46

Which of the following completes the statement,'______ approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.'?

A)Geographic segmentation.
B)Behavioral segmentation.
C)Market segmentation.
D)Demographic segmentation.
E)Psychographic segmentation.

Question 47

According to Forrester's Social Technographics Model a ______ score measures likelihood of conversion using social media,the ultimate goal of the zone of social commerce.

A)Discover.
B)Explore.
C)Buy.
D)Ask.
E)Engage.

Question 48

______ spurn social interactions with your company.They rarely use social media to connect with companies,brands,and products.

A)Social Stars.
B)Social Savvies.
C)Social Snackers.
D)Social Skippers.
E)None of these.

Question 49

______ expect social interactions with your company.Social media is still a part of their everyday lives and they frequently use social media to connect with companies,brands,and products.

A)Social Stars.
B)Social Savvies.
C)Social Snackers.
D)Social Skippers.
E)None of the above.

Question 50

Which of the following completes the statement,'The extent to which one worries about privacy and the risks related to the collection,unauthorized secondary use,errors in,and improper access of personal data is known as ______.'?

A)Intuitive concern.
B)Considered concern.
C)Privacy paradox.
D)Privacy salience.
E)None of the above.

Question 51

Which of the following are geolocation techniques used by social media marketers?

A)Geofencing,geotargeting,beaconing.
B)Geofencing,geotargeting,tracking.
C)Geomapping,geotargeting,beaconing.
D)Geomapping,geotargeting,tracking.
E)None of the above.

Question 52

Which of the following best completes the statement,'______ divides consumers into groups based on their actions.'?

A)Geographic segmentation.
B)Market segmentation.
C)Behavioral segmentation.
D)Demographic segmentation.
E)Psychographic segmentation.

Question 53

Which of the following is not considered a microblog?

A)Support networks.
B)Tight crowds.
C)Brand clusters.
D)Community clusters.
E)Polaroid crowds.

Question 54

According to Forrester's Social Technographics Model a ______ score gauges whether social media can be used to create purchase intent.This number measures how actively your audience consumes social content when they're considering products and making purchase decisions.

A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.

Question 55

Which of the following may explain Gartner's claim that half of all social media campaigns fail?

A)Firms often use the wrong budgeting techniques.
B)Social strategy is not matched to the target audience.
C)Firms tend to use secondary research.
D)Competitors run counter-campaigns to mitigate their influence.
E)None of the above.

Question 56

Which of the following completes the statement,' ______ measures the ability of brands to fit into how consumers manage their social media-centric lives.'?

A)Social influence.
B)Social currency.
C)Status.
D)Brand recognition.
E)None of the above.

Question 57

Which of the following completes the sentence,'The ______ reflects how actively a segment uses social tools,how important those tools are within customer life cycle,how willingly they engage with brands in social media.'?

A)Social Media Score
B)Consumer Segment Score
C)Social Segmentation Score
D)Social Technographics Score
E)None of the above

Question 58

Which of the following completes the statement,'A ______ is a snapshot of your ideal customer that tells a story using the information you used for segmentation (i.e. ,demographic,geographic,psychographic,benefits sought,and behaviour).'?

A)CRM.
B)Biographical outline.
C)Personality sketch.
D)Predictive model.
E)Buyer persona.

Question 59

According to Forrester's Social Technographics Model a ______ score measures the extent to which the target audience uses social media to learn about new brands as well as how likely they are to spread the word about their favorite products and services.

A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.

Question 60

Which of the following completes the following statement,'______ is similar to ______ but the geographic parameters are more general,such as 50 miles from a zip code.'?

A)Beaconing,geofencing.
B)Geofencing,beaconing.
C)Geotargeting,geofencing.
D)Geofencing,geotargeting.
E)None of the above.

Question 61

According to Forrester's Social Technographics Model a ______ score gauges whether social media will be useful to build customer relationships.

A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.

Question 62

Which of the following microblog user types defined by Pew Research Center is characterized by many people repeating prominent news items?

A)Polarized Crowds.
B)Tight Crowds.
C)Community Clusters.
D)Broadcast Networks.
E)Support Networks.

Question 63

Which of the following microblog user types defined by Pew Research Center is characterized by highly interconnected people such as hobbyists,fans,or professional groups?

A)Polarized Crowds.
B)Tight Crowds.
C)Community Clusters.
D)Broadcast Networks.
E)Support Networks.

Question 64

According to Forrester's Social Technographics Model a ______ score reflects whether social media is a valued channel for customer support.

A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.

Question 65

Which of the following microblog user types defined by Pew Research Center is characterized by people talking about brands but generally not talking to each other?

A)Polarized Crowds.
B)Tight Crowds.
C)Brand Clusters.
D)Broadcast Networks.
E)Support Networks.

Question 66

According to Forrester's Social Technographics Model a ______ score measures how common it is for a target segment to share product and service experiences,such as sharing what songs they're listening to on Spotify or comparing their workouts to that of other Fitbit users.

A)Discover.
B)Explore.
C)Use.
D)Ask.
E)Engage.

Question 67

Which of the following microblog user types defined by Pew Research Center is characterized by handling customer complaints?

A)Polarized Crowds.
B)Tight Crowds.
C)Community Clusters.
D)Broadcast Networks.
E)Support Networks.

Question 68

Which of the following microblog user types defined by Pew Research Center is characterized by people who are passionately discussing an issue?

A)Polarized Crowds.
B)Tight Crowds.
C)Community Clusters.
D)Broadcast Networks.
E)Support Networks.