Question 1

All of the following statements are true about engaging customers on social media EXCEPT:

Accepted Answer

A) The other Es set the stage for engaging the customers on social media. 
B) Engagement increase the potential for a relationship with customers. 
C) Engagement can be positive or negative 
D) Negative engagements could be damaging 
E) Engaged customers tend to be more profitable. 
A) The other Es set the stage for engaging the customers on social media. 
B) Engagement increase the potential for a relationship with customers. 
C) Engagement can be positive or negative 
D) Negative engagements could be damaging 
E) Engaged customers tend to be more profitable.

Question 2

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

Accepted Answer

A) The option to broadcast content related to a firm's own products through a separate channel 
B) The opportunity to stay connected with friends and communicate instantly using instant messaging options 
C) The ability to share photos with friends using the "share" option 
D) The ability to share information and stay connected all the time, irrespective of whether the users are online or offline 
E) The "wall" in their page where they can post updates, photos, and videos, or participate in a discussion board 
A) The option to broadcast content related to a firm's own products through a separate channel 
B) The opportunity to stay connected with friends and communicate instantly using instant messaging options 
C) The ability to share photos with friends using the "share" option 
D) The ability to share information and stay connected all the time, irrespective of whether the users are online or offline 
E) The "wall" in their page where they can post updates, photos, and videos, or participate in a discussion board

Question 3

Which of the following sites would be ideal to share updates, interact with friends, and stay connected with them on a regular basis?

Accepted Answer

A) Flickr 
B) YouTube 
C) Facebook 
D) Picasa 
E) Vimeo 
A) Flickr 
B) YouTube 
C) Facebook 
D) Picasa 
E) Vimeo

Question 4

The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms.

Accepted Answer

A) True 
 B)False

Question 5

Discuss the role of LinkedIn as a marketing platform.

Accepted Answer

A professional site, LinkedIn allows use

Question 6

Which of the following is true of Facebook?

Accepted Answer

A) It is a corporate blog designed to allow marketing managers to maintain a two-way dialogue directly with end users. 
B) It allows companies to broadcast from their own channel, that is, a site that contains content relevant only to the company's own products. 
C) It enables sharing updates, news, and opinions, as well as monitoring popular news stories and tracking growing trends. 
D) It is designed as a platform for gaming communities to interact online and draw in new customers interested in gaming. 
E) It is an exclusive forum for professionals and entrepreneurs to build their networks. 
A) It is a corporate blog designed to allow marketing managers to maintain a two-way dialogue directly with end users. 
B) It allows companies to broadcast from their own channel, that is, a site that contains content relevant only to the company's own products. 
C) It enables sharing updates, news, and opinions, as well as monitoring popular news stories and tracking growing trends. 
D) It is designed as a platform for gaming communities to interact online and draw in new customers interested in gaming. 
E) It is an exclusive forum for professionals and entrepreneurs to build their networks.

Question 7

Which of the following is  NOT an example of owned media?

Accepted Answer

A) Display ads 
B) Twitter account 
C) Website 
D) Professional blogs 
E) YouTube channel 
A) Display ads 
B) Twitter account 
C) Website 
D) Professional blogs 
E) YouTube channel

Question 8

Thought-sharing sites, like blogs, are not effective in providing customer education.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is  NOT an example of marketing using paid media?

Accepted Answer

A) Television commercial 
B) Advertisement in a newspaper 
C) Display ads in Facebook 
D) Radio commercial 
E) Publicity 
A) Television commercial 
B) Advertisement in a newspaper 
C) Display ads in Facebook 
D) Radio commercial 
E) Publicity

Question 10

Which of the following types of analytics is used to track the effectiveness of social, mobile, search and display ads, as well as divide ad effectiveness by device, platform, or type?

Accepted Answer

A) Content 
B) Social 
C) Mobile 
D) Conversion 
E) Advertising 
A) Content 
B) Social 
C) Mobile 
D) Conversion 
E) Advertising

Question 11

The percentage of times a visitor leaves a site almost immediately is called conversion rates.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following would work the best to create awareness?

Accepted Answer

A) Owned media 
B) Earned media 
C) Paid media 
D) Social networking sites 
E) Email marketing 
A) Owned media 
B) Earned media 
C) Paid media 
D) Social networking sites 
E) Email marketing

Question 13

Which of the following is a fact related to professional blogs?

Accepted Answer

A) These blogs are created and maintained by firms to update customers about their latest products, services, and promotional deals. 
B) In professional blogs, experts engage in active promotion of products and services of a firm for free. 
C) These blogs are forums for marketers to engage with their customers and address customer grievances. 
D) These blogs are effective tools for marketers to excite customers about their products and services. 
E) Consumers tend to trust professional bloggers' reviews much more than corporate blogs and other more traditional media. 
A) These blogs are created and maintained by firms to update customers about their latest products, services, and promotional deals. 
B) In professional blogs, experts engage in active promotion of products and services of a firm for free. 
C) These blogs are forums for marketers to engage with their customers and address customer grievances. 
D) These blogs are effective tools for marketers to excite customers about their products and services. 
E) Consumers tend to trust professional bloggers' reviews much more than corporate blogs and other more traditional media.

Question 14

In the context of the 4E framework for social media, educating the customer involves communicating offers and promotions that are relevant to interested, target customers.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following provides an effective medium for posting instructional videos?

Accepted Answer

A) LinkedIn account 
B) YouTube channels 
C) Display Ads 
D) Picasa 
E) Google+ 
A) LinkedIn account 
B) YouTube channels 
C) Display Ads 
D) Picasa 
E) Google+

Question 16

Facebook fan page is an example of a(n):

Accepted Answer

A) personal blog. 
B) media-sharing website. 
C) owned media platform. 
D) mobile application software. 
E) paid media interface. 
A) personal blog. 
B) media-sharing website. 
C) owned media platform. 
D) mobile application software. 
E) paid media interface.

Question 17

Which of the following is NOT true with regard to Facebook?

Accepted Answer

A) It allows companies to access the same features as individuals do to promote their brands and engage with its customers. 
B) The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services. 
C) Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool. 
D) Companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers. 
E) Its variation from other networking sites as being a professional, instead of a friendship-based site, makes it an exclusive forum for professionals and entrepreneurs to build their networks. 
A) It allows companies to access the same features as individuals do to promote their brands and engage with its customers. 
B) The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services. 
C) Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool. 
D) Companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers. 
E) Its variation from other networking sites as being a professional, instead of a friendship-based site, makes it an exclusive forum for professionals and entrepreneurs to build their networks.

Question 18

The restaurant regularly posts tips and recipes for its customers.It also invites them to share tips and recipes that are rare or unique to their culture.On which of the following forums is one most likely to find these posts?

Accepted Answer

A) YouTube video 
B) Restaurant's blog 
C) Restaurant's LinkedIn profile 
D) Print media articles on the restaurant 
E) Local newspaper flyers 
A) YouTube video 
B) Restaurant's blog 
C) Restaurant's LinkedIn profile 
D) Print media articles on the restaurant 
E) Local newspaper flyers

Question 19

In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with:

Accepted Answer

A) exciting the customer. 
B) educating the customer. 
C) experiencing the product or service. 
D) engaging the customer. 
E) evaluating the customer. 
A) exciting the customer. 
B) educating the customer. 
C) experiencing the product or service. 
D) engaging the customer. 
E) evaluating the customer.

Question 20

Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.

Accepted Answer

Different social media tools can be used

All of the following statements are true about engaging customers on social media EXCEPT:

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

Which of the following sites would be ideal to share updates, interact with friends, and stay connected with them on a regular basis?

The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms.

Discuss the role of LinkedIn as a marketing platform.

Which of the following is true of Facebook?

Which of the following is NOT an example of owned media?

Thought-sharing sites, like blogs, are not effective in providing customer education.

Which of the following is NOT an example of marketing using paid media?

Which of the following types of analytics is used to track the effectiveness of social, mobile, search and display ads, as well as divide ad effectiveness by device, platform, or type?

The percentage of times a visitor leaves a site almost immediately is called conversion rates.

Which of the following would work the best to create awareness?

Which of the following is a fact related to professional blogs?

In the context of the 4E framework for social media, educating the customer involves communicating offers and promotions that are relevant to interested, target customers.

Which of the following provides an effective medium for posting instructional videos?

Facebook fan page is an example of a(n):

Which of the following is NOT true with regard to Facebook?

The restaurant regularly posts tips and recipes for its customers.It also invites them to share tips and recipes that are rare or unique to their culture.On which of the following forums is one most likely to find these posts?

In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with:

Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Global Marketing

Ethics and Socially Responsible Marketing

Filters

Exam 16: Social and Mobile Marketing

All of the following statements are true about engaging customers on social media EXCEPT:

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

Which of the following sites would be ideal to share updates, interact with friends, and stay connected with them on a regular basis?

The consumers who are most likely to use mobile media also are likely to buy from technology and fashion-oriented firms.

Discuss the role of LinkedIn as a marketing platform.

Which of the following is true of Facebook?

Which of the following is NOT an example of owned media?

Thought-sharing sites, like blogs, are not effective in providing customer education.

Which of the following is NOT an example of marketing using paid media?

Which of the following types of analytics is used to track the effectiveness of social, mobile, search and display ads, as well as divide ad effectiveness by device, platform, or type?

The percentage of times a visitor leaves a site almost immediately is called conversion rates.

Which of the following would work the best to create awareness?

Which of the following is a fact related to professional blogs?

In the context of the 4E framework for social media, educating the customer involves communicating offers and promotions that are relevant to interested, target customers.

Which of the following provides an effective medium for posting instructional videos?

Facebook fan page is an example of a(n):

Which of the following is NOT true with regard to Facebook?

The restaurant regularly posts tips and recipes for its customers.It also invites them to share tips and recipes that are rare or unique to their culture.On which of the following forums is one most likely to find these posts?

In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with:

Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Analyzing the Marketing Environment

Consumer Behaviour

Business-To-Business Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Developing New Products

Product, Branding, and Packaging Decisions

Services: The Intangible Product

Pricing Concepts and Strategies: Establishing Value

Distribution Channels

Retailing and Omni-Channel Marketing

Integrated Marketing Communications

Advertising, Sales Promotions, and Personal Selling

Global Marketing

Ethics and Socially Responsible Marketing

Filters