Question 1

Thought-sharing sites like blogs are least likely to be effective in:

Accepted Answer

A)  exciting customers. 
B)  educating customers. 
C)  enhancing customers' experience with the products. 
D)  engaging customers. 
E)  enabling customers to know about a firm's offerings. 
A)  exciting customers. 
B)  educating customers. 
C)  enhancing customers' experience with the products. 
D)  engaging customers. 
E)  enabling customers to know about a firm's offerings.

Question 2

Which of the following is primarily aimed at helping customers assess and understand a product before buying it?

Accepted Answer

A)  Exciting the customer 
B)  Educating the customer 
C)  Experiencing a product or service 
D)  Engaging the customer 
E)  Evaluating customer response 
A)  Exciting the customer 
B)  Educating the customer 
C)  Experiencing a product or service 
D)  Engaging the customer 
E)  Evaluating customer response

Question 3

Consumers who like to make well-informed choices are more likely to trust:

Accepted Answer

A)  display ads on social media. 
B)  reviews on a professional blog. 
C)  advertisements on television. 
D)  descriptions in a firm's corporate website. 
E)  promotional ads in a social networking site. 
A)  display ads on social media. 
B)  reviews on a professional blog. 
C)  advertisements on television. 
D)  descriptions in a firm's corporate website. 
E)  promotional ads in a social networking site.

Question 4

People who use social media to appear efficient and to demonstrate their intelligence are categorized as:

Accepted Answer

A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders. 
A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders.

Question 5

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Accepted Answer

A)  Determining ROI 
B)  Exciting customers 
C)  Sentiment analysis 
D)  Estimating customer expectations 
E)  Engaging customers 
A)  Determining ROI 
B)  Exciting customers 
C)  Sentiment analysis 
D)  Estimating customer expectations 
E)  Engaging customers

Question 6

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

Accepted Answer

A)  Exciting interested customers with personalized offers 
B)  Helping potential customers understand the value proposition of a product/service 
C)  Enabling customers to experience a product or service 
D)  Staying connected with existing customers 
E)  Assisting customers to evaluate a product or service before making purchase decisions 
A)  Exciting interested customers with personalized offers 
B)  Helping potential customers understand the value proposition of a product/service 
C)  Enabling customers to experience a product or service 
D)  Staying connected with existing customers 
E)  Assisting customers to evaluate a product or service before making purchase decisions

Question 7

In the context of people who use social networking sites,those who genuinely focus on helping others are categorized as:

Accepted Answer

A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders. 
A)  sharers. 
B)  professionals. 
C)  creators. 
D)  bonders. 
E)  responders.

Question 8

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 9

Which of the following is a difference between earned media and paid media?

Accepted Answer

A)  Customers or the public have little role in earned media,unlike paid media. 
B)  Brand mentions in earned media are voluntarily given,unlike paid media. 
C)  The control enjoyed by a brand in earned media is higher than that in paid media. 
D)  The cost associated with earned media is higher than that in paid media. 
E)  Publicity through earned media does little to affect brand image,unlike paid media. 
A)  Customers or the public have little role in earned media,unlike paid media. 
B)  Brand mentions in earned media are voluntarily given,unlike paid media. 
C)  The control enjoyed by a brand in earned media is higher than that in paid media. 
D)  The cost associated with earned media is higher than that in paid media. 
E)  Publicity through earned media does little to affect brand image,unlike paid media.

Question 10

Calculating the incremental profit increase divided by the investment on the site improvement would help a firm determine:

Accepted Answer

A)  break-even point. 
B)  ROCE. 
C)  ROI. 
D)  appreciation value. 
E)  conversion rate. 
A)  break-even point. 
B)  ROCE. 
C)  ROI. 
D)  appreciation value. 
E)  conversion rate.

Question 11

Being active in which of the following sites would help the platform gain quick visibility?

Accepted Answer

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

Question 12

Tracking and analyzing page views,visitor counts,downloads,video plays,etc.are associated with:

Accepted Answer

A)  advertising analytics. 
B)  mobile analytics. 
C)  content analytics. 
D)  social analytics. 
E)  conversion analytics. 
A)  advertising analytics. 
B)  mobile analytics. 
C)  content analytics. 
D)  social analytics. 
E)  conversion analytics.

Question 13

The cumulative number of people who are influenced by a person is referred to as the person's:

Accepted Answer

A)  social reach. 
B)  influence. 
C)  extended network. 
D)  impact. 
E)  influence factor. 
A)  social reach. 
B)  influence. 
C)  extended network. 
D)  impact. 
E)  influence factor.

Question 14

Analyzing click path would help a firm make:

Accepted Answer

A)  changes that would increase the ROI of the website. 
B)  an inference about the popularity of the website. 
C)  the website content more exciting. 
D)  navigation experience through a site easier. 
E)  an assessment about the frequent entry and exit locations on the site. 
A)  changes that would increase the ROI of the website. 
B)  an inference about the popularity of the website. 
C)  the website content more exciting. 
D)  navigation experience through a site easier. 
E)  an assessment about the frequent entry and exit locations on the site.

Question 15

What are the appropriate steps that a firm should take as part of its social media marketing strategy to make it successful? Explain with the help of an example.

Accepted Answer

To illustrate how firms might go about u

Question 16

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Accepted Answer

A)  LinkedIn 
B)  YouTube 
C)  Twitter 
D)  Picasa 
E)  Vimeo 
A)  LinkedIn 
B)  YouTube 
C)  Twitter 
D)  Picasa 
E)  Vimeo

Question 17

Which of the following would be most useful for the company to regularly update its customers on messages that it would like to convey to its customers about its products,services,promotional deals,and the success achieved by the company?

Accepted Answer

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

Question 18

For social media,it is easier to determine ROI than for more traditional IMC applications.

Accepted Answer

A) True 
 B)False

Question 19

Media-sharing sites are most effective for:

Accepted Answer

A)  exciting customers about new products. 
B)  experiencing a product and engaging customers. 
C)  exciting customers with offers. 
D)  educating customers about products. 
E)  evaluating customers' buying behaviour. 
A)  exciting customers about new products. 
B)  experiencing a product and engaging customers. 
C)  exciting customers with offers. 
D)  educating customers about products. 
E)  evaluating customers' buying behaviour.

Question 20

An analysis of online content to determine favourability or unfavourability is called:

Accepted Answer

A)  influence analysis. 
B)  social reach. 
C)  sentiment analysis. 
D)  value analysis. 
E)  relevancy check. 
A)  influence analysis. 
B)  social reach. 
C)  sentiment analysis. 
D)  value analysis. 
E)  relevancy check.

Thought-sharing sites like blogs are least likely to be effective in:

Which of the following is primarily aimed at helping customers assess and understand a product before buying it?

Consumers who like to make well-informed choices are more likely to trust:

People who use social media to appear efficient and to demonstrate their intelligence are categorized as:

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

In the context of people who use social networking sites,those who genuinely focus on helping others are categorized as:

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

Which of the following is a difference between earned media and paid media?

Calculating the incremental profit increase divided by the investment on the site improvement would help a firm determine:

Being active in which of the following sites would help the platform gain quick visibility?

Tracking and analyzing page views,visitor counts,downloads,video plays,etc.are associated with:

The cumulative number of people who are influenced by a person is referred to as the person's:

Analyzing click path would help a firm make:

What are the appropriate steps that a firm should take as part of its social media marketing strategy to make it successful? Explain with the help of an example.

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Which of the following would be most useful for the company to regularly update its customers on messages that it would like to convey to its customers about its products,services,promotional deals,and the success achieved by the company?

For social media,it is easier to determine ROI than for more traditional IMC applications.

Media-sharing sites are most effective for:

An analysis of online content to determine favourability or unfavourability is called:

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

Thought-sharing sites like blogs are least likely to be effective in:

Which of the following is primarily aimed at helping customers assess and understand a product before buying it?

Consumers who like to make well-informed choices are more likely to trust:

People who use social media to appear efficient and to demonstrate their intelligence are categorized as:

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

In the context of people who use social networking sites,those who genuinely focus on helping others are categorized as:

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

Which of the following is a difference between earned media and paid media?

Calculating the incremental profit increase divided by the investment on the site improvement would help a firm determine:

Being active in which of the following sites would help the platform gain quick visibility?

Tracking and analyzing page views,visitor counts,downloads,video plays,etc.are associated with:

The cumulative number of people who are influenced by a person is referred to as the person's:

Analyzing click path would help a firm make:

What are the appropriate steps that a firm should take as part of its social media marketing strategy to make it successful? Explain with the help of an example.

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

Which of the following would be most useful for the company to regularly update its customers on messages that it would like to convey to its customers about its products,services,promotional deals,and the success achieved by the company?

For social media,it is easier to determine ROI than for more traditional IMC applications.

Media-sharing sites are most effective for:

An analysis of online content to determine favourability or unfavourability is called:

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