Question 1

As a performance measure for social networks, the interaction rate is

Accepted Answer

A)  the total number of people who are fans of the post divided by the total number of people in the target demographic. 
B)  the number of people who "like" a post. 
C)  the number of people who read a post on a page divided by the total number of people seeing the post. 
D)  the number of people who connect with a post divided by the total number of people seeing the post. 
E)  the number of people who visit the product website and click on at least one link. 
A)  the total number of people who are fans of the post divided by the total number of people in the target demographic. 
B)  the number of people who "like" a post. 
C)  the number of people who read a post on a page divided by the total number of people seeing the post. 
D)  the number of people who connect with a post divided by the total number of people seeing the post. 
E)  the number of people who visit the product website and click on at least one link.

Question 2

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 3

Web 2.0 and Web 3.0 consist of

Accepted Answer

A)  the functionalities of the Web that make possible the high degree of interactivity among users. 
B)  technical updates of the World Wide Web from Web 1.0. 
C)  the second and third generations of Internet browsers. 
D)  the increased degree of anonymity among users that continues to be improved. 
E)  the final published form of marketer-generated content in consumer and business markets, respectively. 
A)  the functionalities of the Web that make possible the high degree of interactivity among users. 
B)  technical updates of the World Wide Web from Web 1.0. 
C)  the second and third generations of Internet browsers. 
D)  the increased degree of anonymity among users that continues to be improved. 
E)  the final published form of marketer-generated content in consumer and business markets, respectively.

Question 4

All of these are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Accepted Answer

A)  controversial content 
B)  educational content 
C)  connecting content 
D)  newsworthy content 
E)  entertaining content 
A)  controversial content 
B)  educational content 
C)  connecting content 
D)  newsworthy content 
E)  entertaining content

Question 5

Cost per thousand (CPM) is a measure in which

Accepted Answer

A)  a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B)  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. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed amount of money that is paid to a site for posting an ad for a finite amount of time. 
E)  a fixed discount is given to a visitor for clicking on an ad. 
A)  a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it. 
B)  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. 
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
D)  a fixed amount of money that is paid to a site for posting an ad for a finite amount of time. 
E)  a fixed discount is given to a visitor for clicking on an ad.

Question 6

Figure 20-4
-According to Figure 20-4 above, Row C is the performance measure referred to as

Accepted Answer

A)  cost-per-click. 
B)  cost-per-thousand. 
C)  click-through-rate. 
D)  conversion rate. 
E)  cost-per-action. 
A)  cost-per-click. 
B)  cost-per-thousand. 
C)  click-through-rate. 
D)  conversion rate. 
E)  cost-per-action.

Question 7

Compared with earlier forms of the Web, Web 2.0

Accepted Answer

A)  includes functionalities that permit people to collaborate and share information online. 
B)  includes multiple technical updates and formalized rules. 
C)  uses greater bandwidth to allow for faster media downloads from the Internet. 
D)  incorporates new functionalities that are customized to each individual. 
E)  uses a technical interface that is more user-friendly. 
A)  includes functionalities that permit people to collaborate and share information online. 
B)  includes multiple technical updates and formalized rules. 
C)  uses greater bandwidth to allow for faster media downloads from the Internet. 
D)  incorporates new functionalities that are customized to each individual. 
E)  uses a technical interface that is more user-friendly.

Question 8

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the x-axis, ranging from "words" to "animation."

Accepted Answer

A)  user-generated content 
B)  technical skill 
C)  self-disclosure 
D)  media richness 
E)  channel 
A)  user-generated content 
B)  technical skill 
C)  self-disclosure 
D)  media richness 
E)  channel

Question 9

Updates to social media known as ________ include additional functionalities that allow personalization and customization to each individual based on location, interests, and needs.

Accepted Answer

A)  net platforms 
B)  Web 3.0 
C)  digital dataworks 
D)  user platforms 
E)  peer-to-peer networking 
A)  net platforms 
B)  Web 3.0 
C)  digital dataworks 
D)  user platforms 
E)  peer-to-peer networking

Question 10

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

Accepted Answer

A)  cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month. 
B)  a negotiated measure, and pay $100 to post its ad for two weeks. 
C)  cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website. 
D)  cost per action, and pay $50 for every purchase that originated from an ad on the site. 
E)  cost per like, and pay $1 for every unique visitor who likes the advertised product. 
A)  cost per thousand, and pay 50 cents for every time an ad loads, up to $100 per month. 
B)  a negotiated measure, and pay $100 to post its ad for two weeks. 
C)  cost per click, and pay $1 for every visitor who clicks on the ad and goes to its website. 
D)  cost per action, and pay $50 for every purchase that originated from an ad on the site. 
E)  cost per like, and pay $1 for every unique visitor who likes the advertised product.

Question 11

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Accepted Answer

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

Question 12

Apps are

Accepted Answer

A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  software programs to measure the number of times an ad loads on a web page. 
C)  small, downloadable software programs that can run on tablet devices or smartphones. 
D)  a failed marketing gimmick to advertise the benefits of smartphones. 
E)  programs that can be used to organize large groups of people to form events on social networking sites. 
A)  computer-based networks that trigger actions by sensing changes in the real or digital world. 
B)  software programs to measure the number of times an ad loads on a web page. 
C)  small, downloadable software programs that can run on tablet devices or smartphones. 
D)  a failed marketing gimmick to advertise the benefits of smartphones. 
E)  programs that can be used to organize large groups of people to form events on social networking sites.

Question 13

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint, the 10

Question 14

A fan source is

Accepted Answer

A)  a pool of social media users with a propensity to interact with brands, including recommending them to friends. 
B)  where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
C)  all Facebook fans in the target demographic for a particular brand. 
D)  the number of fans who interact with a Facebook page. 
E)  the number of fans who are evangelists for a brand. 
A)  a pool of social media users with a propensity to interact with brands, including recommending them to friends. 
B)  where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
C)  all Facebook fans in the target demographic for a particular brand. 
D)  the number of fans who interact with a Facebook page. 
E)  the number of fans who are evangelists for a brand.

Question 15

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Accepted Answer

A)  YouTube. 
B)  LinkedIn. 
C)  Facebook. 
D)  Twitter. 
E)  Google Chrome. 
A)  YouTube. 
B)  LinkedIn. 
C)  Facebook. 
D)  Twitter. 
E)  Google Chrome.

Question 16

The number of times a Facebook page is loaded in a given time period is referred to as

Accepted Answer

A)  page views. 
B)  page rate. 
C)  page load rate. 
D)  load rate. 
E)  view rate. 
A)  page views. 
B)  page rate. 
C)  page load rate. 
D)  load rate. 
E)  view rate.

Question 17

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

Accepted Answer

A)  make highly engaging games based on the Angry Birds approach 
B)  use social media strategies 
C)  build on a huge personal-rewards psychology for players 
D)  quickly create new games 
E)  create product extensions 
A)  make highly engaging games based on the Angry Birds approach 
B)  use social media strategies 
C)  build on a huge personal-rewards psychology for players 
D)  quickly create new games 
E)  create product extensions

Question 18

All of these are considered by brand managers as they determine their social media content except which?

Accepted Answer

A)  how the social media content will complement the overall integrated marketing communications effort in creating and sustaining customer engagement 
B)  how to convince buyers to use traditional channels for purchasing even if they use social media for research 
C)  how the social media content will best be conveyed in different social media 
D)  the content's intended purpose, such as promotional, entertaining, or educational 
E)  the characteristics of the one or more market segments a marketer wants to reach 
A)  how the social media content will complement the overall integrated marketing communications effort in creating and sustaining customer engagement 
B)  how to convince buyers to use traditional channels for purchasing even if they use social media for research 
C)  how the social media content will best be conveyed in different social media 
D)  the content's intended purpose, such as promotional, entertaining, or educational 
E)  the characteristics of the one or more market segments a marketer wants to reach

Question 19

In classifying social media, self-disclosure is

Accepted Answer

A)  the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction. 
B)  the degree of acoustic, visual, and personal contact between two communication partners. 
C)  an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft. 
D)  a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E)  behavior that leads to an unfavorable impression by other online users. 
A)  the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction. 
B)  the degree of acoustic, visual, and personal contact between two communication partners. 
C)  an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft. 
D)  a growing trend in which telephone and e-mail communications contribute to one's online profile. 
E)  behavior that leads to an unfavorable impression by other online users.

Question 20

Figure 20-4
-According to Figure 20-4 above, Row B is the performance measure referred to as

Accepted Answer

A)  cost-per-click. 
B)  cost-per-thousand. 
C)  click-through-rate. 
D)  cost-per-view. 
E)  cost-per-action. 
A)  cost-per-click. 
B)  cost-per-thousand. 
C)  click-through-rate. 
D)  cost-per-view. 
E)  cost-per-action.

Exam 20: Personal Selling and Sales Management

As a performance measure for social networks, the interaction rate is

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

Web 2.0 and Web 3.0 consist of

All of these are among the seven types of social media content used by companies to create and sustain customer engagement except which?

Cost per thousand (CPM) is a measure in which

Figure 20-4 -According to Figure 20-4 above, Row C is the performance measure referred to as

Compared with earlier forms of the Web, Web 2.0

Figure 20-1 -One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the x-axis, ranging from "words" to "animation."

Updates to social media known as ________ include additional functionalities that allow personalization and customization to each individual based on location, interests, and needs.

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Apps are

Describe 5 of the 10 performance measures brand managers typically use to assess outputs or revenues of social media.

A fan source is

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

The number of times a Facebook page is loaded in a given time period is referred to as

Even very successful video game apps can reach the decline stage of the product life cycle quickly, so Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge.

All of these are considered by brand managers as they determine their social media content except which?

In classifying social media, self-disclosure is

Figure 20-4 -According to Figure 20-4 above, Row B is the performance measure referred to as

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