Question 1

Facebook continues to enhance its capabilities; it acquired

Accepted Answer

A)  Twitter. 
B)  Pinterest. 
C)  Vimeo. 
D)  Snapchat. 
E)  Oculus. 
A)  Twitter. 
B)  Pinterest. 
C)  Vimeo. 
D)  Snapchat. 
E)  Oculus.

Question 2

Technology- and data-based networks that trigger actions by sensing changes in the real or digital world are known as

Accepted Answer

A)  global marketing platforms. 
B)  convergent systems. 
C)  intelligence technologies. 
D)  smart systems. 
E)  social networking sites. 
A)  global marketing platforms. 
B)  convergent systems. 
C)  intelligence technologies. 
D)  smart systems. 
E)  social networking sites.

Question 3

Describe the process of creating brand "evangelists."

Accepted Answer

Social media deliberately seek to reach

Question 4

Users or members of social networks are

Accepted Answer

A)  where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
B)  the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time. 
C)  the total number of unique individuals to a web page in a given time period, regardless of how many times they logon to the site during that period of time. 
D)  individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E)  the number of people who have opted in to a brand's messages through a social media platform at a given time. 
A)  where a social network's following comes from-with fans coming from a friend being more valuable than those coming from an ad. 
B)  the total number of unique individuals to a web page in a given time period-counted each time they logon to the site during that period of time. 
C)  the total number of unique individuals to a web page in a given time period, regardless of how many times they logon to the site during that period of time. 
D)  individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password. 
E)  the number of people who have opted in to a brand's messages through a social media platform at a given time.

Question 5

Which of these statements is true about Facebook?

Accepted Answer

A)  Facebook has 20 percent of its users living outside the United States and Canada. 
B)  Facebook is open to users who are at least six years old. 
C)  Facebook gets more video uploads than any other social media site. 
D)  Facebook users aged 18 to 29 years old have an average of about 300 friends on the site. 
E)  Facebook's primary purpose is enabling users to network and connect with others in their profession. 
A)  Facebook has 20 percent of its users living outside the United States and Canada. 
B)  Facebook is open to users who are at least six years old. 
C)  Facebook gets more video uploads than any other social media site. 
D)  Facebook users aged 18 to 29 years old have an average of about 300 friends on the site. 
E)  Facebook's primary purpose is enabling users to network and connect with others in their profession.

Question 6

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would beto

Accepted Answer

A)  join groups of industry professionals to demonstrate the organization's capabilities in particular areas. 
B)  monitor profiles for negative mentions of the brand. 
C)  create a profile for the brand with a fictional "typical" brand user. 
D)  try to accumulate online "followers" for the business. 
E)  request to be linked with potentially lucrative customers. 
A)  join groups of industry professionals to demonstrate the organization's capabilities in particular areas. 
B)  monitor profiles for negative mentions of the brand. 
C)  create a profile for the brand with a fictional "typical" brand user. 
D)  try to accumulate online "followers" for the business. 
E)  request to be linked with potentially lucrative customers.

Question 7

Which of these results of the convergence of the real and digital worlds is most accurate?

Accepted Answer

A)  a greater emphasis on traditional media since is more cost effective than social media 
B)  an increased emphasis on mobile marketing 
C)  a de-emphasis on social network communities in favor of functional ones, often global in nature 
D)  the elimination of traditional media; all media will become digital 
E)  the limitations of digital cash representing a hurdle to the expansion of e-commerce 
A)  a greater emphasis on traditional media since is more cost effective than social media 
B)  an increased emphasis on mobile marketing 
C)  a de-emphasis on social network communities in favor of functional ones, often global in nature 
D)  the elimination of traditional media; all media will become digital 
E)  the limitations of digital cash representing a hurdle to the expansion of e-commerce

Question 8

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement this social network?

Accepted Answer

A)  Monitor other Twitter accounts for negative mentions of your brand. 
B)  Aggressively defend your brand on your Twitter account. 
C)  Develop an official Twitter profile, recruit followers, and show photos and video of the product. 
D)  Create an account and tweet about the launch the day before releasing the product. 
E)  Create content that relies mostly on professional networking and job searching. 
A)  Monitor other Twitter accounts for negative mentions of your brand. 
B)  Aggressively defend your brand on your Twitter account. 
C)  Develop an official Twitter profile, recruit followers, and show photos and video of the product. 
D)  Create an account and tweet about the launch the day before releasing the product. 
E)  Create content that relies mostly on professional networking and job searching.

Question 9

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

Accepted Answer

A)  Pinterest. 
B)  LinkedIn. 
C)  Twitter. 
D)  YouTube. 
E)  a personal blog. 
A)  Pinterest. 
B)  LinkedIn. 
C)  Twitter. 
D)  YouTube. 
E)  a personal blog.

Question 10

What are the four guidelines to engage fans on Facebook?

Accepted Answer

Research suggests, first, be creative in

Question 11

To generate traffic to a Facebook Page for a brand, which is mode of advertising on Facebook?

Accepted Answer

A)  Messages can be sent to the inbox on a user's profile page. 
B)  Pop-up ads can appear after a user logs in. 
C)  Facebook will place links to other webpages on its home page. 
D)  Facebook does not allow any forms of advertising. 
E)  Paid ads and sponsored stories can appear on a user's profile page. 
A)  Messages can be sent to the inbox on a user's profile page. 
B)  Pop-up ads can appear after a user logs in. 
C)  Facebook will place links to other webpages on its home page. 
D)  Facebook does not allow any forms of advertising. 
E)  Paid ads and sponsored stories can appear on a user's profile page.

Question 12

A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

Accepted Answer

A)  social networks 
B)  user-generated content 
C)  blogs 
D)  wikis 
E)  YouTube 
A)  social networks 
B)  user-generated content 
C)  blogs 
D)  wikis 
E)  YouTube

Question 13

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Accepted Answer

A)  Make-A-Wish Foundation 
B)  Facebook 
C)  Nestlé 
D)  Pepsi 
E)  Carmex 
A)  Make-A-Wish Foundation 
B)  Facebook 
C)  Nestlé 
D)  Pepsi 
E)  Carmex

Question 14

What is the primary purpose of LinkedIn?

Accepted Answer

A)  LinkedIn keeps track of business trends and "breaking news." 
B)  LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed. 
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D)  LinkedIn provides a forum to create a conversation between large companies and their employees. 
E)  LinkedIn is a platform for professional networking and job searching. 
A)  LinkedIn keeps track of business trends and "breaking news." 
B)  LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed. 
C)  LinkedIn provides a forum for discussion about the difficulties and stresses of the job market. 
D)  LinkedIn provides a forum to create a conversation between large companies and their employees. 
E)  LinkedIn is a platform for professional networking and job searching.

Question 15

LinkedIn 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 16

Pinterest is

Accepted Answer

A)  a video-sharing website in which users can upload, view, and comment on videos. 
B)  a virtual pinboard and content-sharing social network, allows people to "pin" or share images of their favorite things, such as clothing, craft ideas, home décor, and recipes. 
C)  a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. 
D)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
E)  a website that enables users to send and receive messages up to 140 characters long. 
A)  a video-sharing website in which users can upload, view, and comment on videos. 
B)  a virtual pinboard and content-sharing social network, allows people to "pin" or share images of their favorite things, such as clothing, craft ideas, home décor, and recipes. 
C)  a website where users create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them. 
D)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. 
E)  a website that enables users to send and receive messages up to 140 characters long.

Question 17

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

Accepted Answer

A)  the availability of a social network to run apps 
B)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics 
C)  the number of users or unique visitors to the website 
D)  the ability of the social network to pull controversial content 
E)  the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches 
A)  the availability of a social network to run apps 
B)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics 
C)  the number of users or unique visitors to the website 
D)  the ability of the social network to pull controversial content 
E)  the site's ability to present the results of keyword searches to improve the odds of a firm's products showing up in user searches

Question 18

Brand managers can strategically use Twitter to do all of these exceptwhich?

Accepted Answer

A)  respond to user criticisms about a brand to develop more satisfied customers 
B)  generate brand buzz by developing an official Twitter profile 
C)  tweet and video stream on topics that provide information of value to their consumers 
D)  use interactive video and live video features to get users engaged with their brands 
E)  post user profiles for job seekers 
A)  respond to user criticisms about a brand to develop more satisfied customers 
B)  generate brand buzz by developing an official Twitter profile 
C)  tweet and video stream on topics that provide information of value to their consumers 
D)  use interactive video and live video features to get users engaged with their brands 
E)  post user profiles for job seekers

Question 19

Among small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the text.

Accepted Answer

A)  Facebook 
B)  Groupon 
C)  YouTube 
D)  Twitter 
E)  LinkedIn 
A)  Facebook 
B)  Groupon 
C)  YouTube 
D)  Twitter 
E)  LinkedIn

Question 20

The business-oriented website that lets users post their profiles and connect to a network of businesspeople is

Accepted Answer

A)  LinkedIn. 
B)  YouTube. 
C)  Twitter. 
D)  Facebook. 
E)  Yahoo. 
A)  LinkedIn. 
B)  YouTube. 
C)  Twitter. 
D)  Facebook. 
E)  Yahoo.

Exam 20: Personal Selling and Sales Management

Facebook continues to enhance its capabilities; it acquired

Technology- and data-based networks that trigger actions by sensing changes in the real or digital world are known as

Describe the process of creating brand "evangelists."

Users or members of social networks are

Which of these statements is true about Facebook?

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would beto

Which of these results of the convergence of the real and digital worlds is most accurate?

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement this social network?

If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be

What are the four guidelines to engage fans on Facebook?

To generate traffic to a Facebook Page for a brand, which is mode of advertising on Facebook?

A criterion of ________ is that it is online content that is published on a publicly accessible website or social networking site.

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

What is the primary purpose of LinkedIn?

LinkedIn is

Pinterest is

In comparing social media, a brand manager might assess ________ and the characteristics of a site's visitors.

Brand managers can strategically use Twitter to do all of these exceptwhich?

Among small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the text.

The business-oriented website that lets users post their profiles and connect to a network of businesspeople is

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