Question 1

Marketers have so far found few ways to integrate apps into their marketing strategies.

Accepted Answer

A) True 
 B)False

Question 2

Crock of Love prepares and delivers from-scratch meals directly to their customers' homes. Crock of Love has its own Web site,Facebook page,and Twitter account,but the company's owner,Nikki, frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts.In so doing,Nikki is MOST LIKELY trying to:

Accepted Answer

A)  control what is being said online about Crock of Love. 
B)  improve Crock of Love's reputation. 
C)  measure customer satisfaction with Crock of Love. 
D)  improve customer service. 
E)  monitor Crock of Love's competitors. 
A)  control what is being said online about Crock of Love. 
B)  improve Crock of Love's reputation. 
C)  measure customer satisfaction with Crock of Love. 
D)  improve customer service. 
E)  monitor Crock of Love's competitors.

Question 3

While hundreds of metrics have been developed to measure social media's value,these metrics are meaningless unless they are tied to key performance indicators.

Accepted Answer

A) True 
 B)False

Question 4

For most people,social media is a marketing experience.

Accepted Answer

A) True 
 B)False

Question 5

Patrick goes to the movies three or four times each week.He operates a blog where he writes long,detailed reviews of the latest releases.Patrick's blog would best be described as a:

Accepted Answer

A)  media sharing blog. 
B)  Microblog. 
C)  noncorporate blog. 
D)  collaborative blog. 
E)  corporate blog. 
A)  media sharing blog. 
B)  Microblog. 
C)  noncorporate blog. 
D)  collaborative blog. 
E)  corporate blog.

Question 6

Content that a company purchases to be placed online is called:

Accepted Answer

A)  owned media. 
B)  paid media. 
C)  controlled media. 
D)  earned media. 
E)  broadcast media. 
A)  owned media. 
B)  paid media. 
C)  controlled media. 
D)  earned media. 
E)  broadcast media.

Question 7

By far,the largest social network for gaming is:

Accepted Answer

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

Question 8

One of the most recent developments on the social media scene is that:

Accepted Answer

A)  it will soon be possible to repost another user's message on Twitter. 
B)  organizations will be able to host virtual networking events and "meet and greets" in the virtual world. 
C)  searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search. 
D)  marketers will be able to send short, 160-character text messages to your cell phone. 
E)  YouTube users will not only be able to watch videos, they will also be able to upload their own videos to the site. 
A)  it will soon be possible to repost another user's message on Twitter. 
B)  organizations will be able to host virtual networking events and "meet and greets" in the virtual world. 
C)  searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search. 
D)  marketers will be able to send short, 160-character text messages to your cell phone. 
E)  YouTube users will not only be able to watch videos, they will also be able to upload their own videos to the site.

Question 9

Distinguish between owned media and earned media and give several examples of each.

Accepted Answer

OWNED MEDIA is online content that an or

Question 10

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

Accepted Answer

A)  business owners can set their pages to block negative reviews. 
B)  customers can write about bad experiences they've had at local businesses. 
C)  business owners can edit their organizations' pages. 
D)  customers can read about what others think about particular businesses. 
E)  business owners can respond directly to customers who have written reviews. 
A)  business owners can set their pages to block negative reviews. 
B)  customers can write about bad experiences they've had at local businesses. 
C)  business owners can edit their organizations' pages. 
D)  customers can read about what others think about particular businesses. 
E)  business owners can respond directly to customers who have written reviews.

Question 11

What is a podcast? How are they used?

Accepted Answer

A podcast is a digital audio or video fi

Question 12

"Conversationalists" are social media users who:

Accepted Answer

A)  post comments, ratings, and reviews of products and services on blogs and forums. 
B)  read blogs, listen to podcasts, and watch videos. 
C)  visit many social media sites every day. 
D)  post status updates on social networking sites and microblogging services such as Twitter. 
E)  use RSS feeds to collect information and vote for Web sites online. 
A)  post comments, ratings, and reviews of products and services on blogs and forums. 
B)  read blogs, listen to podcasts, and watch videos. 
C)  visit many social media sites every day. 
D)  post status updates on social networking sites and microblogging services such as Twitter. 
E)  use RSS feeds to collect information and vote for Web sites online.

Question 13

The most popular microblog is:

Accepted Answer

A)  Twitter. 
B)  YouTube. 
C)  Facebook. 
D)  Tumblr. 
E)  Poink. 
A)  Twitter. 
B)  YouTube. 
C)  Facebook. 
D)  Tumblr. 
E)  Poink.

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.

Accepted Answer

A) True 
 B)False

Question 16

Because of the widespread adoption of Android-based phones and other Smartphones,millions of applications have been developed for the mobile market.

Accepted Answer

A) True 
 B)False

Question 17

Molly is a frequent Foursquare user; she enjoys earning badges and special statuses based on the number of:

Accepted Answer

A)  reviews she has written. 
B)  visits she makes to particular locations. 
C)  times she "Likes" a certain link or post. 
D)  followers she has. 
E)  times her posts are retweeted. 
A)  reviews she has written. 
B)  visits she makes to particular locations. 
C)  times she "Likes" a certain link or post. 
D)  followers she has. 
E)  times her posts are retweeted.

Question 18

Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of:

Accepted Answer

A)  the microchip. 
B)  the PC. 
C)  Smartphone technology. 
D)  tablet laptops. 
E)  GPS technology. 
A)  the microchip. 
B)  the PC. 
C)  Smartphone technology. 
D)  tablet laptops. 
E)  GPS technology.

Question 19

One reason why negative customer comments and complaints are important to an organization is that they can:

Accepted Answer

A)  quickly be hidden from competitors. 
B)  be used in future advertising campaigns. 
C)  help the organization identify "problem" customers, who are then typically removed from mailing lists. 
D)  bring to light unknown brand flaws. 
E)  generate sympathy for the organization when consumers realize that "no one is perfect". 
A)  quickly be hidden from competitors. 
B)  be used in future advertising campaigns. 
C)  help the organization identify "problem" customers, who are then typically removed from mailing lists. 
D)  bring to light unknown brand flaws. 
E)  generate sympathy for the organization when consumers realize that "no one is perfect".

Question 20

A review site allows consumers to post,read,rate,and comment on opinions regarding a wide variety of goods and services.

Accepted Answer

A) True 
 B)False

Exam 35: Social Media and Marketing

Marketers have so far found few ways to integrate apps into their marketing strategies.

While hundreds of metrics have been developed to measure social media's value,these metrics are meaningless unless they are tied to key performance indicators.

For most people,social media is a marketing experience.

Patrick goes to the movies three or four times each week.He operates a blog where he writes long,detailed reviews of the latest releases.Patrick's blog would best be described as a:

Content that a company purchases to be placed online is called:

By far,the largest social network for gaming is:

One of the most recent developments on the social media scene is that:

Distinguish between owned media and earned media and give several examples of each.

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

What is a podcast? How are they used?

"Conversationalists" are social media users who:

The most popular microblog is:

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

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.

Because of the widespread adoption of Android-based phones and other Smartphones,millions of applications have been developed for the mobile market.

Molly is a frequent Foursquare user; she enjoys earning badges and special statuses based on the number of:

Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of:

One reason why negative customer comments and complaints are important to an organization is that they can:

A review site allows consumers to post,read,rate,and comment on opinions regarding a wide variety of goods and services.

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Marketing Research

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

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