Question 1

_____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.

Accepted Answer

A) Social bookmarking sites 
B) Review sites 
C) Location-based social networking sites 
D) Search sites 
A) Social bookmarking sites 
B) Review sites 
C) Location-based social networking sites 
D) Search sites

Question 2

Which of the following actions is performed during the final stage of an effective social media plan?

Accepted Answer

A) Setting objectives that can be specifically accomplished through social media 
B) Examining trends and best practices in the industry 
C) Listening to customers and understanding their expectations 
D) Making changes to the implemented campaign based on consumer response 
A) Setting objectives that can be specifically accomplished through social media 
B) Examining trends and best practices in the industry 
C) Listening to customers and understanding their expectations 
D) Making changes to the implemented campaign based on consumer response

Question 3

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

Accepted Answer

A) True 
 B)False

Question 4

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 5

Which of the following is the second stage involved in creating an effective social media plan?

Accepted Answer

A) Listening to customers 
B) Setting social media objectives 
C) Defining strategies 
D) Identifying the target audience 
A) Listening to customers 
B) Setting social media objectives 
C) Defining strategies 
D) Identifying the target audience

Question 6

Which of the following changes has been brought about in advertising because of the influence of social media?

Accepted Answer

A) The number of ways in which marketers can have direct and meaningful conversations with customers has reduced. 
B) The focus of social media has unavoidably shifted to manufacturers. 
C) The interaction between producer and consumer has become less about engaging and more about entertaining. 
D) The audience is often in control of the message, the medium, the response, or all three. 
A) The number of ways in which marketers can have direct and meaningful conversations with customers has reduced. 
B) The focus of social media has unavoidably shifted to manufacturers. 
C) The interaction between producer and consumer has become less about engaging and more about entertaining. 
D) The audience is often in control of the message, the medium, the response, or all three.

Question 7

In social media, negative comments and complaints can illuminate unknown brand flaws.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

Accepted Answer

A) Buzz 
B) Influence 
C) Interest 
D) Participation 
A) Buzz 
B) Influence 
C) Interest 
D) Participation

Question 10

Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.

Accepted Answer

A) creator 
B) spectator 
C) collector 
D) joiner 
A) creator 
B) spectator 
C) collector 
D) joiner

Question 11

A publicly accessible web page that serves as an interactive journal is called a tweet.

Accepted Answer

A) True 
 B)False

Question 12

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Accepted Answer

A) Marketing communications 
B) Social networking sites 
C) Social media campaigns 
D) Noncorporate blogs 
A) Marketing communications 
B) Social networking sites 
C) Social media campaigns 
D) Noncorporate blogs

Question 13

Which of the following treats location-based micronetworking as a game?

Accepted Answer

A) Facebook 
B) Twitter 
C) WordPress 
D) Foursquare 
A) Facebook 
B) Twitter 
C) WordPress 
D) Foursquare

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____.

Accepted Answer

A) joiner 
B) spectator 
C) critic 
D) collector 
A) joiner 
B) spectator 
C) critic 
D) collector

Question 16

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house?

Accepted Answer

A) StumbleUpon 
B) Photobucket 
C) YouTube 
D) Imgur 
A) StumbleUpon 
B) Photobucket 
C) YouTube 
D) Imgur

Question 17

Kelly's Kitchen, a restaurant, 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 sources and 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) lead qualification 
A) personal selling 
B) social media monitoring 
C) market basket analysis 
D) lead qualification

Question 18

Identify a true statement about online gaming.

Accepted Answer

A) Massive multiplayer online games attract 6- to 10-year-olds. 
B) It restricts marketers from engaging with customers. 
C) Many mobile games use advertising to generate revenue for the game developers. 
D) Fantasy games are more appropriate for marketing than social and real-world-like games. 
A) Massive multiplayer online games attract 6- to 10-year-olds. 
B) It restricts marketers from engaging with customers. 
C) Many mobile games use advertising to generate revenue for the game developers. 
D) Fantasy games are more appropriate for marketing than social and real-world-like games.

Question 19

Which of the following statements is true of social commerce?

Accepted Answer

A) Marketers cannot customize their products as per the needs of specific groups of consumers. 
B) It relies on user-generated content on websites to assist consumers with purchases. 
C) Marketers are often in control of the message, the medium, and the response. 
D) It does not offer consumers the scope to make informed decisions on purchases and services. 
A) Marketers cannot customize their products as per the needs of specific groups of consumers. 
B) It relies on user-generated content on websites to assist consumers with purchases. 
C) Marketers are often in control of the message, the medium, and the response. 
D) It does not offer consumers the scope to make informed decisions on purchases and services.

Question 20

Which of the following processes is used in social media monitoring?

Accepted Answer

A) Personal selling 
B) Crowdsourcing 
C) Sentiment analysis 
D) Brandjacking 
A) Personal selling 
B) Crowdsourcing 
C) Sentiment analysis 
D) Brandjacking

_____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.

Which of the following actions is performed during the final stage of an effective social media plan?

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

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 the second stage involved in creating an effective social media plan?

Which of the following changes has been brought about in advertising because of the influence of social media?

In social media, negative comments and complaints can illuminate unknown brand flaws.

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

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.

A publicly accessible web page that serves as an interactive journal is called a tweet.

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Which of the following treats location-based micronetworking as a game?

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

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____.

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house?

Identify a true statement about online gaming.

Which of the following statements is true of social commerce?

Which of the following processes is used in social media monitoring?

An Overview of Marketing

Strategic Planning for 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

_____ are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services.

Which of the following actions is performed during the final stage of an effective social media plan?

Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

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 the second stage involved in creating an effective social media plan?

Which of the following changes has been brought about in advertising because of the influence of social media?

In social media, negative comments and complaints can illuminate unknown brand flaws.

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

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.

A publicly accessible web page that serves as an interactive journal is called a tweet.

_____ are independent and not associated with the marketing efforts of any particular company or brand.

Which of the following treats location-based micronetworking as a game?

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

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____.

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house?

Identify a true statement about online gaming.

Which of the following statements is true of social commerce?

Which of the following processes is used in social media monitoring?

An Overview of Marketing

Strategic Planning for 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