Question 1

As firms shift marketing budgets from traditional advertising (whose effect on sales is relatively easy to quantify)to social media, there is a stronger need to measure the effect of online approaches on profits and marketing performance

Accepted Answer

A) True 
 B)False

Question 2

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.

Accepted Answer

A) True 
 B)False

Question 3

Individualist cultures are more likely than collectivist cultures to value brand-oriented interactions available through social media.

Accepted Answer

A) True 
 B)False

Question 4

Fearing the dissemination of content offensive to authorities, the _________ government has historically blocked Western social media sites, such as Facebook, YouTube and Wordpress.

Accepted Answer

A) Brazilian 
B) Russian 
C) Indian 
D) Chinese

Question 5

Which of the following is a challenge associated with social media?

Accepted Answer

A) They are considerably more expensive than traditional media. 
B) They involve campaigns that are static, with a limited life. 
C) It is difficult to measure their effectiveness. 
D) They emphasise pushing customers to buy the firm's products.

Question 6

To ensure social media success in international marketing, marketers should use mass media techniques rather than customising messages to the audience.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a drawback of using social media?

Accepted Answer

A) They involve campaigns that are static, with a limited life. 
B) They lack the means to engage target markets more efficiently. 
C) They restrict viral marketing. 
D) Many people around the world lack access to social media.

Question 8

Which of the following is a strategy that firms should follow to maximise the effectiveness of social media in international marketing?

Accepted Answer

A) Firms need to use mass media strategies to target the world's entire population simultaneously. 
B) Firms need to concentrate on targeting the entire market and avoid targeting only certain segments of the market. 
C) Firms need to ignore gossip, complaints, rants of disgruntled consumers and activists, and any such related news about it on the internet. 
D) Firms need to gain credibility and loyalty by providing expertise online that addresses the specific problems of target markets.

Question 9

The digital divide affects developed economies the most.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following statements is incorrect?

Accepted Answer

A) As of December 2012, Facebook had more than one billion members worldwide, which represents approximately one-seventh of the word population. 
B) More than 70 per cent of the population of Japan and South Korea use the internet. 
C) In Brazil, approximately 40 per cent of the population uses the internet. 
D) None of the above

Question 11

Which of the following is true of social media?

Accepted Answer

A) They emphasise pushing or cajoling consumers to buy the firm's products. 
B) They implement campaigns that are static, with a limited life. 
C) They are slowly fragmenting. 
D) They provide the means for consumers to voice negative as well as positive views on products and services.

Question 12

Offering coupons online increases the costs of development, distribution and database creation.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is an example of social contagion?

Accepted Answer

A) A man purchases an electronic gadget just because it was on sale. 
B) A woman buys medicines over the counter that were prescribed by her doctor. 
C) A retired man purchases a house in an urban area so that he can socialise with wealthy people. 
D) A middle-aged woman purchases an anti-wrinkle cream because her colleagues influenced her to try the product

Question 14

In India, 40 per cent of internet users create some form of online content, whether posting entries at fan sites, editing videos or interacting with blogs.This is an example of:

Accepted Answer

A) culture-generated media. 
B) company-generated media. 
C) consumer-generated media. 
D) social-generated media.

Question 15

Which of the following reasons was not listed as the top reasons for following or liking a particular brand or firm on social networking sites?

Accepted Answer

A) To receive special offers and discounts 
B) To show support for the brand or company 
C) To be among the first to get news on the brand or companies 
D) To complain about failure in the delivery of their goods

Question 16

Which of the following is a disadvantage of using social media?

Accepted Answer

A) They require expensive advertisements. 
B) They involve campaigns that are static with limited life. 
C) They exploit buyers by interrupting and even disrupting buyers' lives. 
D) They can send the wrong message about the firm and its brands.

Exam 14: Social Networking and Communications

As firms shift marketing budgets from traditional advertising (whose effect on sales is relatively easy to quantify)to social media, there is a stronger need to measure the effect of online approaches on profits and marketing performance

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.

Individualist cultures are more likely than collectivist cultures to value brand-oriented interactions available through social media.

Fearing the dissemination of content offensive to authorities, the _________ government has historically blocked Western social media sites, such as Facebook, YouTube and Wordpress.

Which of the following is a challenge associated with social media?

To ensure social media success in international marketing, marketers should use mass media techniques rather than customising messages to the audience.

Which of the following is a drawback of using social media?

Which of the following is a strategy that firms should follow to maximise the effectiveness of social media in international marketing?

The digital divide affects developed economies the most.

Which of the following statements is incorrect?

Which of the following is true of social media?

Offering coupons online increases the costs of development, distribution and database creation.

Which of the following is an example of social contagion?

In India, 40 per cent of internet users create some form of online content, whether posting entries at fan sites, editing videos or interacting with blogs.This is an example of:

Which of the following reasons was not listed as the top reasons for following or liking a particular brand or firm on social networking sites?

Which of the following is a disadvantage of using social media?