Question 1

Which of the following is a challenge for marketers using social media?

Accepted Answer

A)  low influence on consumers 
B)  measuring the return on investment is difficult 
C)  it needs a lot of technical knowledge 
D)  high cost 
A)  low influence on consumers 
B)  measuring the return on investment is difficult 
C)  it needs a lot of technical knowledge 
D)  high cost B

Question 2

Why are brand communities important for companies these days?

Accepted Answer

A)  because of the geographic spread 
B)  because the use of the Internet is more pervasive 
C)  because the quality of the communication exchanged between customers reduces the level of uncertainty about the company and its products 
D)  because social media is the most effective platform for communication 
A)  because of the geographic spread 
B)  because the use of the Internet is more pervasive 
C)  because the quality of the communication exchanged between customers reduces the level of uncertainty about the company and its products 
D)  because social media is the most effective platform for communication B

Question 3

Where did Marriott first unveiled the Marriott ("M") Live concept?

Accepted Answer

A)  Hong Kong 
B)  London, UK 
C)  Paris, France 
D)  Bethesda, Maryland 
A)  Hong Kong 
B)  London, UK 
C)  Paris, France 
D)  Bethesda, Maryland D

Question 4

According to the M Live case, which nationality are heavy users of Twitter, sending out a minimum of five million tweets a day?

Accepted Answer

A)  Chinese 
B)  Indonesians 
C)  American 
D)  Indians 
A)  Chinese 
B)  Indonesians 
C)  American 
D)  Indians

Question 5

Which of the following is still very effective in communicating with customers despite the increasing importance of social media?

Accepted Answer

A)  TV 
B)  email 
C)  brochures 
D)  website banners 
A)  TV 
B)  email 
C)  brochures 
D)  website banners

Question 6

According to McKinsey, what percentage of customers look at product/service reviews when they intend to purchase something?

Accepted Answer

A)  More than 60 percent 
B)  50 to 60 percent 
C)  30 to 40 percent 
D)  Less than 30 percent 
A)  More than 60 percent 
B)  50 to 60 percent 
C)  30 to 40 percent 
D)  Less than 30 percent

Question 7

What position did Louise Dendy hold before being offered her current job as PR specialist for Kobe City Government?

Accepted Answer

A)  translator and interpreter in the City Hall International Department 
B)  public relations specialist for the City Hall 
C)  translator and interpreter for Kobe City Government 
D)  none of the above 
A)  translator and interpreter in the City Hall International Department 
B)  public relations specialist for the City Hall 
C)  translator and interpreter for Kobe City Government 
D)  none of the above

Question 8

Which of the following is considered as an attribution of "brand community"?

Accepted Answer

A)  specialization 
B)  non-geographically bound communities 
C)  based on a structured set of social relationships among admirers of a brand 
D)  all of the above 
A)  specialization 
B)  non-geographically bound communities 
C)  based on a structured set of social relationships among admirers of a brand 
D)  all of the above

Question 9

Tourism Queensland claims that the inaugural Best Job in the World campaign generated more than …………… of equivalent media advertising space for just a $1m investment.

Accepted Answer

A)  $1 million 
B)  $80 million 
C)  $40 million 
D)  $180 million 
A)  $1 million 
B)  $80 million 
C)  $40 million 
D)  $180 million

Question 10

What type of information source have dominated the travel shopping market in the last decade?

Accepted Answer

A)  online information sources 
B)  traditional (magazines, brochures, etc.) 
C)  TV 
D)  none of the above 
A)  online information sources 
B)  traditional (magazines, brochures, etc.) 
C)  TV 
D)  none of the above

Question 11

The chapter gives examples of three companies using virtual reality to promote their products and services. Which of the following is NOT one of them?

Accepted Answer

A)  Marriott 
B)  Destination British Columbia 
C)  Monarch Airlines 
D)  Kobe City 
A)  Marriott 
B)  Destination British Columbia 
C)  Monarch Airlines 
D)  Kobe City

Question 12

According to Chapter 3, social media spending is currently 13 percent of marketing budgets, but in five years marketers expect to spend more than ……….. per cent of their budgets on social media.

Accepted Answer

A)  51 
B)  41 
C)  21 
D)  31 
A)  51 
B)  41 
C)  21 
D)  31

Question 13

The text suggests that marketer need to do what to social review sites?

Accepted Answer

A)  embrace them 
B)  ignore them 
C)  change them 
D)  try to have them removed 
A)  embrace them 
B)  ignore them 
C)  change them 
D)  try to have them removed

Question 14

Ben Southall is now:

Accepted Answer

A)  an Adventure Advocate 
B)  Digital Journalist Presenter 
C)  a motivational speaker 
D)  all of the above 
A)  an Adventure Advocate 
B)  Digital Journalist Presenter 
C)  a motivational speaker 
D)  all of the above

Question 15

What has become the most critical issue for marketers in recent years?

Accepted Answer

A)  how to conduct social media marketing 
B)  how to manage consumer reviews on Twitter 
C)  how to choose the most effective mix of online and offline marketing channels 
D)  all of the above 
A)  how to conduct social media marketing 
B)  how to manage consumer reviews on Twitter 
C)  how to choose the most effective mix of online and offline marketing channels 
D)  all of the above

Question 16

What company used Foursquare as part of an innovative social media campaign that focused on random acts of kindness?

Accepted Answer

A)  Virgin 
B)  Marriott 
C)  Dutch Airline KLM 
D)  British Airways 
A)  Virgin 
B)  Marriott 
C)  Dutch Airline KLM 
D)  British Airways

Question 17

In 2016, Dendy spearheaded an innovative initiative to harness the social networks of local key influencers to help promote the city. What was it called?

Accepted Answer

A)  Kobe social connections 
B)  the PR Ambassador scheme 
C)  the Kobe celebrity scheme 
D)  Kobe Social Media Stars 
A)  Kobe social connections 
B)  the PR Ambassador scheme 
C)  the Kobe celebrity scheme 
D)  Kobe Social Media Stars

Question 18

What is the main downside to the proliferation of online social networks for tourism marketers?

Accepted Answer

A)  technical support 
B)  huge cost 
C)  the loss of control over the consumer evaluation process 
D)  less consumer engagement 
A)  technical support 
B)  huge cost 
C)  the loss of control over the consumer evaluation process 
D)  less consumer engagement

Question 19

Which of the following is a dominating digital marketing in today's communications environment?

Accepted Answer

A)  email 
B)  blogs 
C)  social media 
D)  news networks websites 
A)  email 
B)  blogs 
C)  social media 
D)  news networks websites

Question 20

In what step of buying process does a "deeper connection" begins?

Accepted Answer

A)  before purchase 
B)  after Purchase 
C)  during purchase 
D)  when the customer wants to decide 
A)  before purchase 
B)  after Purchase 
C)  during purchase 
D)  when the customer wants to decide

Which of the following is a challenge for marketers using social media?

Why are brand communities important for companies these days?

Where did Marriott first unveiled the Marriott ("M") Live concept?

According to the M Live case, which nationality are heavy users of Twitter, sending out a minimum of five million tweets a day?

Which of the following is still very effective in communicating with customers despite the increasing importance of social media?

According to McKinsey, what percentage of customers look at product/service reviews when they intend to purchase something?

What position did Louise Dendy hold before being offered her current job as PR specialist for Kobe City Government?

Which of the following is considered as an attribution of "brand community"?

Tourism Queensland claims that the inaugural Best Job in the World campaign generated more than …………… of equivalent media advertising space for just a $1m investment.

What type of information source have dominated the travel shopping market in the last decade?

The chapter gives examples of three companies using virtual reality to promote their products and services. Which of the following is NOT one of them?

According to Chapter 3, social media spending is currently 13 percent of marketing budgets, but in five years marketers expect to spend more than ……….. per cent of their budgets on social media.

The text suggests that marketer need to do what to social review sites?

Ben Southall is now:

What has become the most critical issue for marketers in recent years?

What company used Foursquare as part of an innovative social media campaign that focused on random acts of kindness?

In 2016, Dendy spearheaded an innovative initiative to harness the social networks of local key influencers to help promote the city. What was it called?

What is the main downside to the proliferation of online social networks for tourism marketers?

Which of the following is a dominating digital marketing in today's communications environment?

In what step of buying process does a "deeper connection" begins?

Todays Marketing Environment

Understanding Todays Consumer

The Marketing Plan

The Tourism and Hospitality Product

Pricing

Distribution

The Role of Advertising and Sales Promotions

Public Relations and Personal Selling

Role of Customer Service in Marketing

Marketing Research

Tourism Marketing Ethics

Filters

Exam 3: Digital Marketing

Which of the following is a challenge for marketers using social media?

Why are brand communities important for companies these days?

Where did Marriott first unveiled the Marriott ("M") Live concept?

According to the M Live case, which nationality are heavy users of Twitter, sending out a minimum of five million tweets a day?

Which of the following is still very effective in communicating with customers despite the increasing importance of social media?

According to McKinsey, what percentage of customers look at product/service reviews when they intend to purchase something?

What position did Louise Dendy hold before being offered her current job as PR specialist for Kobe City Government?

Which of the following is considered as an attribution of "brand community"?

Tourism Queensland claims that the inaugural Best Job in the World campaign generated more than …………… of equivalent media advertising space for just a $1m investment.

What type of information source have dominated the travel shopping market in the last decade?

The chapter gives examples of three companies using virtual reality to promote their products and services. Which of the following is NOT one of them?

According to Chapter 3, social media spending is currently 13 percent of marketing budgets, but in five years marketers expect to spend more than ……….. per cent of their budgets on social media.

The text suggests that marketer need to do what to social review sites?

Ben Southall is now:

What has become the most critical issue for marketers in recent years?

What company used Foursquare as part of an innovative social media campaign that focused on random acts of kindness?

In 2016, Dendy spearheaded an innovative initiative to harness the social networks of local key influencers to help promote the city. What was it called?

What is the main downside to the proliferation of online social networks for tourism marketers?

Which of the following is a dominating digital marketing in today's communications environment?

In what step of buying process does a "deeper connection" begins?

Todays Marketing Environment

Understanding Todays Consumer

The Marketing Plan

The Tourism and Hospitality Product

Pricing

Distribution

The Role of Advertising and Sales Promotions

Public Relations and Personal Selling

Role of Customer Service in Marketing

Marketing Research

Tourism Marketing Ethics

Filters