Question 1

Brand managers use both traditional and social media to promote and advertise their products. Traditional media ________ while social media

Accepted Answer

A)  appeal to a younger audience; appeal to a middle-aged audience. 
B)  are cheaper; are more creative. 
C)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete. 
D)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them. 
E)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual. 
A)  appeal to a younger audience; appeal to a middle-aged audience. 
B)  are cheaper; are more creative. 
C)  are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete. 
D)  are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them. 
E)  take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual.

Question 2

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take to exploit the convergence?

Accepted Answer

The convergence of real and digital worl

Question 3

As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the

Accepted Answer

A)  fan follow-through percentage. 
B)  click-through rate. 
C)  pass-through rate. 
D)  recipient rate. 
E)  website click rate. 
A)  fan follow-through percentage. 
B)  click-through rate. 
C)  pass-through rate. 
D)  recipient rate. 
E)  website click rate.

Question 4

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as ________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as

Accepted Answer

A)  self-disclosure; media richness. 
B)  emotional value; social degree. 
C)  media richness; self-disclosure. 
D)  social degree; emotional value. 
E)  media richness; user-generated content. 
A)  self-disclosure; media richness. 
B)  emotional value; social degree. 
C)  media richness; self-disclosure. 
D)  social degree; emotional value. 
E)  media richness; user-generated content.

Question 5

________ refers to the broad set of interactive messaging options that are used to communicate through personal mobile devices.

Accepted Answer

A)  Mobile marketing 
B)  An increased emphasis on mobile marketing 
C)  QR coding 
D)  Digital promotion 
E)  RFD algorithms 
A)  Mobile marketing 
B)  An increased emphasis on mobile marketing 
C)  QR coding 
D)  Digital promotion 
E)  RFD algorithms

Question 6

A social media marketing plan's purpose is to reach

Accepted Answer

A)  a captive audience who pays close attention to marketing information and buys products online. 
B)  end users who buy products online. 
C)  traditional consumers who buy products in retail stores. 
D)  active consumers who will communicate with their online friends and the company about the joys of using a brand. 
E)  multichannel buyers who browse products online and buy them in stores. 
A)  a captive audience who pays close attention to marketing information and buys products online. 
B)  end users who buy products online. 
C)  traditional consumers who buy products in retail stores. 
D)  active consumers who will communicate with their online friends and the company about the joys of using a brand. 
E)  multichannel buyers who browse products online and buy them in stores.

Question 7

The convergence of real and digital worlds has been made possible by all of these exceptwhich?

Accepted Answer

A)  algorithms 
B)  television 
C)  databases 
D)  apps 
E)  social commerce technologies 
A)  algorithms 
B)  television 
C)  databases 
D)  apps 
E)  social commerce technologies

Question 8

One of Body Glove's newest products is

Accepted Answer

A)  a dog wetsuit. 
B)  flexible sunglasses. 
C)  a motorized surfboard. 
D)  an inflatable stand up paddleboard. 
E)  a lightweight skateboard. 
A)  a dog wetsuit. 
B)  flexible sunglasses. 
C)  a motorized surfboard. 
D)  an inflatable stand up paddleboard. 
E)  a lightweight skateboard.

Question 9

Within the context of social media, an "evangelist" is an online user who

Accepted Answer

A)  who is "delighted" with a brand and its message and then communicates with his or her online friends and the company about the joys of using the brand. 
B)  tries to promote an anti-consumerism agenda to other online users, hindering the effectiveness of online advertisements. 
C)  is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends. 
D)  is indifferent or neutral to advertisements on social networks. 
E)  is an advocate who develops her own Facebook, Twitter, or YouTube following and therefore should be contacted by advertisers about placing an ad on her website. 
A)  who is "delighted" with a brand and its message and then communicates with his or her online friends and the company about the joys of using the brand. 
B)  tries to promote an anti-consumerism agenda to other online users, hindering the effectiveness of online advertisements. 
C)  is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his or her online friends. 
D)  is indifferent or neutral to advertisements on social networks. 
E)  is an advocate who develops her own Facebook, Twitter, or YouTube following and therefore should be contacted by advertisers about placing an ad on her website.

Question 10

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)  a proliferation of interlinked social commerce technologies, databases and algorithms, and apps. 
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)  a proliferation of interlinked social commerce technologies, databases and algorithms, and apps. 
D)  Steve Jobs, the late visionary CEO of Apple, Inc. 
E)  the researchers at Xerox Palo Alto Research Center (PAR
C) .

Question 11

The performance measure for social networks known as average page views per visitor is the number of

Accepted Answer

A)  visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad. 
B)  visitors to a brand's website. 
C)  visitors who view pages and comment in a given time period. 
D)  page views divided by visitors in a given time period. 
E)  total visitors to a website divided by those who click on a link. 
A)  visitors who land on a brand's Facebook page divided by the number who arrive by clicking on a Google ad. 
B)  visitors to a brand's website. 
C)  visitors who view pages and comment in a given time period. 
D)  page views divided by visitors in a given time period. 
E)  total visitors to a website divided by those who click on a link.

Question 12

Online content that shows a significant degree of original or creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Accepted Answer

A)  online advertisements. 
B)  blogs. 
C)  user-generated content. 
D)  wikis. 
E)  Web 3.0. 
A)  online advertisements. 
B)  blogs. 
C)  user-generated content. 
D)  wikis. 
E)  Web 3.0.

Question 13

Twitter 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 14

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

Accepted Answer

A)  linking electronically to experts in traditional media. 
B)  simply participating in the conversation with a quality message. 
C)  providing controversial material for discussion, often from opposing viewpoints. 
D)  providing links to all social media within your e-mail or other profiles. 
E)  using citations from online sources like Wikipedia. 
A)  linking electronically to experts in traditional media. 
B)  simply participating in the conversation with a quality message. 
C)  providing controversial material for discussion, often from opposing viewpoints. 
D)  providing links to all social media within your e-mail or other profiles. 
E)  using citations from online sources like Wikipedia.

Question 15

In what way are traditional and social media similar?

Accepted Answer

A)  They both require specialized training. 
B)  They both rely upon contributions from established "experts" to create credibility and social authority. 
C)  They both can reach either large or niche audiences. 
D)  They both are relatively inexpensive or free to produce. 
E)  They both produce content that can be altered after posting or publication. 
A)  They both require specialized training. 
B)  They both rely upon contributions from established "experts" to create credibility and social authority. 
C)  They both can reach either large or niche audiences. 
D)  They both are relatively inexpensive or free to produce. 
E)  They both produce content that can be altered after posting or publication.

Question 16

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 17

Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

Accepted Answer

A)  followers 
B)  colleagues 
C)  contacts 
D)  connections 
E)  friends 
A)  followers 
B)  colleagues 
C)  contacts 
D)  connections 
E)  friends

Question 18

The practice of focusing on the identificationand recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

Accepted Answer

A)  behavioral targeting. 
B)  showrooming. 
C)  viral marketing. 
D)  customerization. 
E)  influencer marketing. 
A)  behavioral targeting. 
B)  showrooming. 
C)  viral marketing. 
D)  customerization. 
E)  influencer marketing.

Question 19

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

Accepted Answer

A)  click-through rate (CTR). 
B)  cost per thousand (CPM). 
C)  fixed fee rate (FFR). 
D)  cost per action (CP
A) . 
E)  cost per click (CP
C) . 
A)  click-through rate (CTR). 
B)  cost per thousand (CPM). 
C)  fixed fee rate (FFR). 
D)  cost per action (CP
A) . 
E)  cost per click (CP
C) .

Question 20

Research indicates that individuals from which generational cohort are particularly active in social shopping?

Accepted Answer

A)  Baby boomers 
B)  Gen Z 
C)  the greatest generation 
D)  retirees 
E)  Gen X 
A)  Baby boomers 
B)  Gen Z 
C)  the greatest generation 
D)  retirees 
E)  Gen X

Exam 20: Personal Selling and Sales Management

Brand managers use both traditional and social media to promote and advertise their products. Traditional media ________ while social media

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take to exploit the convergence?

As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as ________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as

________ refers to the broad set of interactive messaging options that are used to communicate through personal mobile devices.

A social media marketing plan's purpose is to reach

The convergence of real and digital worlds has been made possible by all of these exceptwhich?

One of Body Glove's newest products is

Within the context of social media, an "evangelist" is an online user who

The convergence of real and digital worlds is the result of

The performance measure for social networks known as average page views per visitor is the number of

Online content that shows a significant degree of original or creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of

Twitter is

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

In what way are traditional and social media similar?

The social network that is used solely for sharing videos is

Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.

The practice of focusing on the identificationand recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website is referred to as

Research indicates that individuals from which generational cohort are particularly active in social shopping?

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

Using Social Media and Mobile Marketing to Connect With Consumers

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters