Question 1

Which of the following is a similarity between professional blogs and corporate blogs?

Accepted Answer

A)  It is possible for marketers to control the content of the blog to an extent for both blogs. 
B)  It is possible to analyze changing market trends and customers' perception of products and services using both blogs. 
C)  Both blogs contain reviews and recommendations of experts about products and services. 
D)  The level of control that marketers have on professional and corporate blogs is the same. 
E)  Both blogs are created by professionals who share their views for free. 
A)  It is possible for marketers to control the content of the blog to an extent for both blogs. 
B)  It is possible to analyze changing market trends and customers' perception of products and services using both blogs. 
C)  Both blogs contain reviews and recommendations of experts about products and services. 
D)  The level of control that marketers have on professional and corporate blogs is the same. 
E)  Both blogs are created by professionals who share their views for free.

Question 2

Describe the 4E framework of social media marketing.

Accepted Answer

The changing role of traditional media,s

Question 3

Which of the following metrics or measures is used to determine the amount of traffic using a site?

Accepted Answer

A)  Hits 
B)  Bounce rate 
C)  Click paths 
D)  Conversion rates 
E)  Keyword analysis 
A)  Hits 
B)  Bounce rate 
C)  Click paths 
D)  Conversion rates 
E)  Keyword analysis

Question 4

Describe the metrics used to measure individual social media effectiveness.

Accepted Answer

Measures of individual social

Question 5

A demerit of using social networking sites like Facebook to promote a product is that accurate targeting and segmentation of interested customers is difficult to achieve.

Accepted Answer

A) True 
 B)False

Question 6

Keyword analysis is done to:

Accepted Answer

A)  estimate the most frequent entry and exit points in a site. 
B)  identify the way potential customers navigate through a site. 
C)  reveal what the users might have wanted,but not found,on a site. 
D)  evaluate the favourability of products that are advertised on a site. 
E)  determine how customers search for a firm's products on the Internet. 
A)  estimate the most frequent entry and exit points in a site. 
B)  identify the way potential customers navigate through a site. 
C)  reveal what the users might have wanted,but not found,on a site. 
D)  evaluate the favourability of products that are advertised on a site. 
E)  determine how customers search for a firm's products on the Internet.

Question 7

What are the four Es in the 4E framework for social media marketing?

Accepted Answer

The four Es in the 4E framewor

Question 8

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 9

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 10

Which of the following is an example of a metric developed by firms to assess a person's social impact?

Accepted Answer

A)  Klout 
B)  Clickstream 
C)  Snoobi 
D)  Latitude 
E)  Radian6 
A)  Klout 
B)  Clickstream 
C)  Snoobi 
D)  Latitude 
E)  Radian6

Question 11

Which of the following would be a suitable choice for the restaurant chain to allow its customers to communicate regarding any issues,suggestions,and ideas,and build a strong relationship with the chain?

Accepted Answer

A)  Corporate blog 
B)  Flickr 
C)  LinkedIn 
D)  YouTube 
E)  Picasa 
A)  Corporate blog 
B)  Flickr 
C)  LinkedIn 
D)  YouTube 
E)  Picasa

Question 12

Which of the following websites would be the least effective choice to advertise their website and popularize it among students?

Accepted Answer

A)  Facebook 
B)  Twitter 
C)  YouTube 
D)  Picasa 
E)  Google+ 
A)  Facebook 
B)  Twitter 
C)  YouTube 
D)  Picasa 
E)  Google+

Question 13

Social reach is the influence of a person's extended network.

Accepted Answer

A) True 
 B)False

Question 14

Blogs are most likely to be useful for a(n):

Accepted Answer

A)  student who loves to learn concepts visually through videos and simulations. 
B)  employee who is looking for a new job that offers him better scope for growth. 
C)  new firm looking to attract investors and customers. 
D)  fun-loving person who loves to meet new people and make friends. 
E)  firm that wishes to educate and engage its customers. 
A)  student who loves to learn concepts visually through videos and simulations. 
B)  employee who is looking for a new job that offers him better scope for growth. 
C)  new firm looking to attract investors and customers. 
D)  fun-loving person who loves to meet new people and make friends. 
E)  firm that wishes to educate and engage its customers.

Question 15

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

Accepted Answer

A)  Hits 
B)  Bounce rate 
C)  Click paths 
D)  Conversion rates 
E)  Page views 
A)  Hits 
B)  Bounce rate 
C)  Click paths 
D)  Conversion rates 
E)  Page views

Question 16

LinkedIn is an example of a:

Accepted Answer

A)  social networking site. 
B)  video-sharing site. 
C)  photo site. 
D)  microblog. 
E)  corporate blog. 
A)  social networking site. 
B)  video-sharing site. 
C)  photo site. 
D)  microblog. 
E)  corporate blog.

Question 17

Extended network is a metric that helps assess social media effectiveness.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following websites would allow the company to educate interested clients to learn about its products and services through the company's own channel to stream videos that broadcast its content?

Accepted Answer

A)  Google+ 
B)  Flickr 
C)  LinkedIn 
D)  YouTube 
E)  Picasa 
A)  Google+ 
B)  Flickr 
C)  LinkedIn 
D)  YouTube 
E)  Picasa

Question 19

Mobile analytics are most likely to be useful in:

Accepted Answer

A)  understanding what's popular and what's not on a firm's website. 
B)  tracking which ads direct people to a firm's app. 
C)  tracking effectiveness of social media programs. 
D)  tracking the effectiveness of social,mobile,search and display ads. 
E)  measuring sales,downloads,or other actions important to a firm. 
A)  understanding what's popular and what's not on a firm's website. 
B)  tracking which ads direct people to a firm's app. 
C)  tracking effectiveness of social media programs. 
D)  tracking the effectiveness of social,mobile,search and display ads. 
E)  measuring sales,downloads,or other actions important to a firm.

Question 20

Educating the customer is an opportunity for the marketers to expand the overlap of the benefits they provide with customer requirements.

Accepted Answer

A) True 
 B)False

Which of the following is a similarity between professional blogs and corporate blogs?

Describe the 4E framework of social media marketing.

Which of the following metrics or measures is used to determine the amount of traffic using a site?

Describe the metrics used to measure individual social media effectiveness.

A demerit of using social networking sites like Facebook to promote a product is that accurate targeting and segmentation of interested customers is difficult to achieve.

Keyword analysis is done to:

What are the four Es in the 4E framework for social media marketing?

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

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:

Which of the following is an example of a metric developed by firms to assess a person's social impact?

Which of the following would be a suitable choice for the restaurant chain to allow its customers to communicate regarding any issues,suggestions,and ideas,and build a strong relationship with the chain?

Which of the following websites would be the least effective choice to advertise their website and popularize it among students?

Social reach is the influence of a person's extended network.

Blogs are most likely to be useful for a(n):

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

LinkedIn is an example of a:

Extended network is a metric that helps assess social media effectiveness.

Which of the following websites would allow the company to educate interested clients to learn about its products and services through the company's own channel to stream videos that broadcast its content?

Mobile analytics are most likely to be useful in:

Educating the customer is an opportunity for the marketers to expand the overlap of the benefits they provide with customer requirements.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters

Exam 16: Retailing and Multichannel Marketing

Which of the following is a similarity between professional blogs and corporate blogs?

Describe the 4E framework of social media marketing.

Which of the following metrics or measures is used to determine the amount of traffic using a site?

Describe the metrics used to measure individual social media effectiveness.

A demerit of using social networking sites like Facebook to promote a product is that accurate targeting and segmentation of interested customers is difficult to achieve.

Keyword analysis is done to:

What are the four Es in the 4E framework for social media marketing?

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

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:

Which of the following is an example of a metric developed by firms to assess a person's social impact?

Which of the following would be a suitable choice for the restaurant chain to allow its customers to communicate regarding any issues,suggestions,and ideas,and build a strong relationship with the chain?

Which of the following websites would be the least effective choice to advertise their website and popularize it among students?

Social reach is the influence of a person's extended network.

Blogs are most likely to be useful for a(n):

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

LinkedIn is an example of a:

Extended network is a metric that helps assess social media effectiveness.

Which of the following websites would allow the company to educate interested clients to learn about its products and services through the company's own channel to stream videos that broadcast its content?

Mobile analytics are most likely to be useful in:

Educating the customer is an opportunity for the marketers to expand the overlap of the benefits they provide with customer requirements.

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Marketing Ethics

Analyzing the Market Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: The Intangible Product

Pricing Concepts for Establishing Value

Strategic Pricing Methods

Supply Chain and Channel Management

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Filters