Question 1

Which of the following refers to using consumers to develop and market products?

Accepted Answer

A)  Crowdsourcing 
B)  Outsourcing 
C)  Social media monitoring 
D)  Offshoring 
A)  Crowdsourcing 
B)  Outsourcing 
C)  Social media monitoring 
D)  Offshoring

Question 2

Which of the following best defines the term "apps"?

Accepted Answer

A)  Visual advertisements integrated into text messagesand mobile websites 
B)  Software designed specifically for mobile phone and tablet devices 
C)  Websites designed specifically for viewing and navigation on mobile devices 
D)  Devices that allow marketers to send targeted messages to geo-located users 
A)  Visual advertisements integrated into text messagesand mobile websites 
B)  Software designed specifically for mobile phone and tablet devices 
C)  Websites designed specifically for viewing and navigation on mobile devices 
D)  Devices that allow marketers to send targeted messages to geo-located users

Question 3

Which of the following is a guideline that marketers should follow to leverage owned,earned,and paid media?

Accepted Answer

A)  Maximize owned media by reaching out beyond their existing websites. 
B)  Plan sales goals based on estimates of public and media relations efforts will translate into earned media. 
C)  Don't count on paid media to play an important role in driving customer engagement. 
D)  Focus on creating fewer digital touch points for more control over sales. 
A)  Maximize owned media by reaching out beyond their existing websites. 
B)  Plan sales goals based on estimates of public and media relations efforts will translate into earned media. 
C)  Don't count on paid media to play an important role in driving customer engagement. 
D)  Focus on creating fewer digital touch points for more control over sales.

Question 4

Which of the following sites combine the fun of social networking with the utility of location-based GPS technology?

Accepted Answer

A)  YouTube and Flickr 
B)  Digg and Reddit 
C)  Facebook and Twitter 
D)  Foursquare and Loopt 
A)  YouTube and Flickr 
B)  Digg and Reddit 
C)  Facebook and Twitter 
D)  Foursquare and Loopt

Question 5

Media sharing sites allow users to decide which content is promoted on a given website by voting that content either up or down on a ranking scale.

Accepted Answer

A) True 
 B)False

Question 6

One of the implications of social media for marketers is the realization that they have control over the content on social media sites.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following illustrates the correct sequential stages involved in creating an effective social media plan?

Accepted Answer

A)  Define strategies,identify the target audience,and set social media objectives. 
B)  Identify the target audience,define strategies,and set social media objectives. 
C)  Define strategies,set social media objectives,and identify the target audience. 
D)  Set social media objectives,define strategies,and identify the target audience. 
A)  Define strategies,identify the target audience,and set social media objectives. 
B)  Identify the target audience,define strategies,and set social media objectives. 
C)  Define strategies,set social media objectives,and identify the target audience. 
D)  Set social media objectives,define strategies,and identify the target audience.

Question 8

Which of the following is significant for marketers to understand about the use and outcomes of social media?

Accepted Answer

A)  Marketers must realize that although they control all relevant content on social media sites,they must let users think that they,the users,do. 
B)  The ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth. 
C)  Social media provide very basic methods of measuring how marketers meet and interact with consumers. 
D)  Social media is no substitute for traditional advertising as the former have little impact on a company's bottom line. 
A)  Marketers must realize that although they control all relevant content on social media sites,they must let users think that they,the users,do. 
B)  The ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth. 
C)  Social media provide very basic methods of measuring how marketers meet and interact with consumers. 
D)  Social media is no substitute for traditional advertising as the former have little impact on a company's bottom line.

Question 9

Many companies have moved away from corporate blogs,replacing the in-depth writing and comment monitoring that come with blog maintenance with the quick,easy,and more social Facebook,Twitter,or Tumblr.

Accepted Answer

A) True 
 B)False

Question 10

Explain how virtual worlds and online gaming help marketers to engage with customers.Briefly discuss current trends in online gaming.

Accepted Answer

Answers will vary.Online gaming presents

Question 11

LinkedIn is designed to be multimedia-rich rather than information-rich.

Accepted Answer

A) True 
 B)False

Question 12

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Accepted Answer

A)  joiners 
B)  inactives 
C)  critics 
D)  creators 
A)  joiners 
B)  inactives 
C)  critics 
D)  creators

Question 13

Which of the following is true of social media monitoring?

Accepted Answer

A)  It can involve sentiment analysis and text mining specific key words. 
B)  It is an informal approach to know about the company or brand. 
C)  Failure to respond to criticism does not affect the brand image. 
D)  Comments that reveal unknown brand flaws rarely go viral. 
A)  It can involve sentiment analysis and text mining specific key words. 
B)  It is an informal approach to know about the company or brand. 
C)  Failure to respond to criticism does not affect the brand image. 
D)  Comments that reveal unknown brand flaws rarely go viral.

Question 14

Marla,a 55-year-old woman,needs to move out of town.She wants to connect with some old school friends and stay in touch with former colleagues.Which of the following is Marla most likely to use for this purpose?

Accepted Answer

A)  SoundCloud 
B)  YouTube 
C)  Facebook 
D)  Flickr 
A)  SoundCloud 
B)  YouTube 
C)  Facebook 
D)  Flickr

Question 15

Independent blogs that are not associated with the marketing efforts of any particular company or brand are called ______ blogs.

Accepted Answer

A)  corporate 
B)  noncorporate 
C)  social 
D)  professional 
A)  corporate 
B)  noncorporate 
C)  social 
D)  professional

Question 16

Given the relative ease and efficiency with which organizations can use social media,a positive return on investment (ROI)is likely for many,if not most,organizations.

Accepted Answer

A) True 
 B)False

Question 17

Kelly's Kitchen strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant.The restaurant's manager gathers and assesses customer reviews from various online sources and then evaluates their opinions and sentiments.This scenario illustrates the process of _____.

Accepted Answer

A)  personal selling 
B)  social media monitoring 
C)  market basket analysis 
D)  social commerce 
A)  personal selling 
B)  social media monitoring 
C)  market basket analysis 
D)  social commerce

Question 18

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who read blogs,listen to podcasts,watch videos,and generally consume media.

Accepted Answer

A)  conversationalists 
B)  inactives 
C)  critics 
D)  spectators 
A)  conversationalists 
B)  inactives 
C)  critics 
D)  spectators

Question 19

Which of the following is an activity that users can perform on social news sites?

Accepted Answer

A)  Decide which content is promoted by voting that content up (if interesting to users)or down (if not) 
B)  Post,read,rate,and comment on opinions regarding products and services 
C)  Upload and distribute multimedia content like videos and photos 
D)  Connect-or network-with friends,peers,and business associates 
A)  Decide which content is promoted by voting that content up (if interesting to users)or down (if not) 
B)  Post,read,rate,and comment on opinions regarding products and services 
C)  Upload and distribute multimedia content like videos and photos 
D)  Connect-or network-with friends,peers,and business associates

Question 20

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Accepted Answer

A) True 
 B)False

Which of the following refers to using consumers to develop and market products?

Which of the following best defines the term "apps"?

Which of the following is a guideline that marketers should follow to leverage owned,earned,and paid media?

Which of the following sites combine the fun of social networking with the utility of location-based GPS technology?

Media sharing sites allow users to decide which content is promoted on a given website by voting that content either up or down on a ranking scale.

One of the implications of social media for marketers is the realization that they have control over the content on social media sites.

Which of the following illustrates the correct sequential stages involved in creating an effective social media plan?

Which of the following is significant for marketers to understand about the use and outcomes of social media?

Many companies have moved away from corporate blogs,replacing the in-depth writing and comment monitoring that come with blog maintenance with the quick,easy,and more social Facebook,Twitter,or Tumblr.

Explain how virtual worlds and online gaming help marketers to engage with customers.Briefly discuss current trends in online gaming.

LinkedIn is designed to be multimedia-rich rather than information-rich.

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Which of the following is true of social media monitoring?

Marla,a 55-year-old woman,needs to move out of town.She wants to connect with some old school friends and stay in touch with former colleagues.Which of the following is Marla most likely to use for this purpose?

Independent blogs that are not associated with the marketing efforts of any particular company or brand are called ______ blogs.

Given the relative ease and efficiency with which organizations can use social media,a positive return on investment (ROI)is likely for many,if not most,organizations.

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who read blogs,listen to podcasts,watch videos,and generally consume media.

Which of the following is an activity that users can perform on social news sites?

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Pricing Concepts

Filters

Exam 18: Social Media and Marketing

Which of the following refers to using consumers to develop and market products?

Which of the following best defines the term "apps"?

Which of the following is a guideline that marketers should follow to leverage owned,earned,and paid media?

Which of the following sites combine the fun of social networking with the utility of location-based GPS technology?

Media sharing sites allow users to decide which content is promoted on a given website by voting that content either up or down on a ranking scale.

One of the implications of social media for marketers is the realization that they have control over the content on social media sites.

Which of the following illustrates the correct sequential stages involved in creating an effective social media plan?

Which of the following is significant for marketers to understand about the use and outcomes of social media?

Many companies have moved away from corporate blogs,replacing the in-depth writing and comment monitoring that come with blog maintenance with the quick,easy,and more social Facebook,Twitter,or Tumblr.

Explain how virtual worlds and online gaming help marketers to engage with customers.Briefly discuss current trends in online gaming.

LinkedIn is designed to be multimedia-rich rather than information-rich.

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

Which of the following is true of social media monitoring?

Marla,a 55-year-old woman,needs to move out of town.She wants to connect with some old school friends and stay in touch with former colleagues.Which of the following is Marla most likely to use for this purpose?

Independent blogs that are not associated with the marketing efforts of any particular company or brand are called ______ blogs.

Given the relative ease and efficiency with which organizations can use social media,a positive return on investment (ROI)is likely for many,if not most,organizations.

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who read blogs,listen to podcasts,watch videos,and generally consume media.

Which of the following is an activity that users can perform on social news sites?

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

An Overview of Marketing

Strategic Planning and Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management and Marketing Channels

Retailing

Marketing Communications

Advertising,public Relations,and Sales Promotion

Personal Selling and Sales Management

Pricing Concepts

Filters