Question 1

business-oriented website that lets users post their profiles and connect to a network for business people is

Accepted Answer

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

Question 2

Figure 19-2
-Based on the social media identified in Figure 19-2 above,the social media site rated highest in self-disclosure but lowest in media richness is

Accepted Answer

A)  Facebook. 
B)  Tumblr. 
C)  Wikipedia. 
D)  Foursquare. 
E)  Farmville. 
A)  Facebook. 
B)  Tumblr. 
C)  Wikipedia. 
D)  Foursquare. 
E)  Farmville.

Question 3

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A)  friendster. 
B)  friend visitor. 
C)  fan source. 
D)  fan base. 
E)  friend source. 
A)  friendster. 
B)  friend visitor. 
C)  fan source. 
D)  fan base. 
E)  friend source.

Question 4

using social media a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)the number of daily visitors to the website, (2)__________,and (3)the focus of the website

Accepted Answer

A)  the availability of social network to run apps 
B)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics 
C)  the characteristics of these visitors 
D)  the ability of the social network to pull controversial content 
E)  the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches 
A)  the availability of social network to run apps 
B)  the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics 
C)  the characteristics of these visitors 
D)  the ability of the social network to pull controversial content 
E)  the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

Question 5

thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

Accepted Answer

A)  the campus radio. 
B)  social media. 
C)  phone solicitations. 
D)  ads in the campus newspaper. 
E)  hanging ads on dorm-room handles. 
A)  the campus radio. 
B)  social media. 
C)  phone solicitations. 
D)  ads in the campus newspaper. 
E)  hanging ads on dorm-room handles.

Question 6

Figure 19-6
-Using the information provided in Figure 19-6 above,what is the MOST LIKELY profile of a Facebook visitor in late 2011?

Accepted Answer

A)  a male, under 25 years old, earning less than $25, 000, with at most a high school diploma 
B)  a female, 55 + years old, earning $25,000 to $49,999 with at least a college degree 
C)  a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college education 
D)  a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelors degree 
E)  cannot be determined from the information provided 
A)  a male, under 25 years old, earning less than $25, 000, with at most a high school diploma 
B)  a female, 55 + years old, earning $25,000 to $49,999 with at least a college degree 
C)  a female, 45 to 54 years old, earning $25, 000 to $74,999, with some college education 
D)  a male, 18 to 34 years old, earning $25,000 to $9,999, with a bachelors degree 
E)  cannot be determined from the information provided

Question 7

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Accepted Answer

A)  Messages are sent to the "inbox" on a user's profile page. 
B)  Pop-up ads appear after a user logs in. 
C)  Ads appear on the right-hand side of a user's profile page. 
D)  They are integrated into the "newsfeed" on a Facebook user's home page. 
E)  Facebook does not allow for any other forms of advertising. 
A)  Messages are sent to the "inbox" on a user's profile page. 
B)  Pop-up ads appear after a user logs in. 
C)  Ads appear on the right-hand side of a user's profile page. 
D)  They are integrated into the "newsfeed" on a Facebook user's home page. 
E)  Facebook does not allow for any other forms of advertising.

Question 8

Social media are

Accepted Answer

A)  online games. 
B)  online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics. 
C)  any type of medium in which large groups of people read content generated by a business, government, or corporation. 
D)  only media that allow face-to-face communication. 
E)  all forms of electronic media. 
A)  online games. 
B)  online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics. 
C)  any type of medium in which large groups of people read content generated by a business, government, or corporation. 
D)  only media that allow face-to-face communication. 
E)  all forms of electronic media.

Question 9

Greenpeace campaign against Nestlé using social media was effective because

Accepted Answer

A)  Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B)  by using social media instead of traditional media, Greenpeace was saving trees. 
C)  Greenpeace effectively used a variety of media, both traditional and social, for its "shock campaign." 
D)  the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E)  Nestlé immediately apologized and pledged to end its use of nonsustainable palm oil. 
A)  Greenpeace quickly agreed that Nestlé appeared to be acting in a socially responsible manner with a commitment to global sustainability. 
B)  by using social media instead of traditional media, Greenpeace was saving trees. 
C)  Greenpeace effectively used a variety of media, both traditional and social, for its "shock campaign." 
D)  the attention Greenpeace garnered helped to promote the sales of Nestlé's Kit Kat candy bars. 
E)  Nestlé immediately apologized and pledged to end its use of nonsustainable palm oil.

Question 10

per click is a measure in which

Accepted Answer

A)  a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
B)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount given to a visitor for clicking on an ad. 
A)  a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site. 
B)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site. 
C)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time. 
D)  a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month. 
E)  a fixed discount given to a visitor for clicking on an ad.

Question 11

is a "negotiated measure" that is used as a performance measure for social media? What are its advantages and disadvantages?

Accepted Answer

A "negotiated measure" in social media i

Question 12

Social media advertising is helpful to brand managers because consumers are __________.

Accepted Answer

A)  end users who buy products online. 
B)  end receivers who buy products online. 
C)  traditional consumers who buy products in retail stores. 
D)  active receivers who send UGC to both friends and advertisers. 
E)  traditional receivers who buy products online. 
A)  end users who buy products online. 
B)  end receivers who buy products online. 
C)  traditional consumers who buy products in retail stores. 
D)  active receivers who send UGC to both friends and advertisers. 
E)  traditional receivers who buy products online.

Question 13

generated content (UGC)refers to

Accepted Answer

A)  content found on a "personal profile" page. 
B)  content found only on blogs and wikis. 
C)  content that is created with the intention of achieving commercial profit. 
D)  content found on forms of online media that are privately owned and operated by a single "user." 
E)  the various forms of online media content that are publicly available and created by end users. 
A)  content found on a "personal profile" page. 
B)  content found only on blogs and wikis. 
C)  content that is created with the intention of achieving commercial profit. 
D)  content found on forms of online media that are privately owned and operated by a single "user." 
E)  the various forms of online media content that are publicly available and created by end users.

Question 14

According to Figure 19-5 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is

Accepted Answer

A)  Facebook, LinkedIn, YouTube, and Twitter. 
B)  Facebook, Twitter, YouTube, and LinkedIn. 
C)  Facebook, YouTube, Twitter, and LinkedIn. 
D)  Facebook, YouTube, LinkedIn, and Twitter. 
E)  Twitter, Facebook, YouTube, and LinkedIn. 
A)  Facebook, LinkedIn, YouTube, and Twitter. 
B)  Facebook, Twitter, YouTube, and LinkedIn. 
C)  Facebook, YouTube, Twitter, and LinkedIn. 
D)  Facebook, YouTube, LinkedIn, and Twitter. 
E)  Twitter, Facebook, YouTube, and LinkedIn.

Question 15

Smartphone apps are providing stiff competition for physical retail stores because

Accepted Answer

A)  consumers using the app Instagram can shop instantly. 
B)  consumers can "tweet" their product preferences. 
C)  consumers can create and save shopping lists on their smartphones. 
D)  consumers can simultaneously check prices at other stores while shopping for a product in a brick-and-mortar retail store. 
E)  consumers using the app ShopKick receive credit, discounts, and other incentives for walking into a brick-and-mortar retail store. 
A)  consumers using the app Instagram can shop instantly. 
B)  consumers can "tweet" their product preferences. 
C)  consumers can create and save shopping lists on their smartphones. 
D)  consumers can simultaneously check prices at other stores while shopping for a product in a brick-and-mortar retail store. 
E)  consumers using the app ShopKick receive credit, discounts, and other incentives for walking into a brick-and-mortar retail store.

Question 16

per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

Accepted Answer

A)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
B)  a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad 
C)  a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
D)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time 
E)  a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a website 
A)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
B)  a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000; a company paying a set amount to Facebook for every time a user clicks on its ad 
C)  a company paying a set amount to Facebook for every time a user clicks on its ad and goes to its website; a company that pays pennies for every time its ad loads on a Facebook page, up to $10,000 
D)  a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time 
E)  a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a website

Question 17

is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

Accepted Answer

A)  Respond with aggression to get them to back down. 
B)  Ignore them and they will stop commenting. 
C)  Undermine their credibility by emphasizing the fact that they are not "experts." 
D)  Communicate directly and honestly. 
E)  Accept whatever solution they offer, as they will not cooperate any other way. 
A)  Respond with aggression to get them to back down. 
B)  Ignore them and they will stop commenting. 
C)  Undermine their credibility by emphasizing the fact that they are not "experts." 
D)  Communicate directly and honestly. 
E)  Accept whatever solution they offer, as they will not cooperate any other way.

Question 18

terms of performance measures important to marketing managers,unique visitors are

Accepted Answer

A)  the total number of pages fans visit on any of a brand's social media sites in a given time period. 
B)  the total number of Facebook Page views in one day. 
C)  the total number of product website views on YouTube. 
D)  visitors who post unique comments on a product's Facebook Page. 
E)  the total number of unique visitors to a Facebook Page in a given time period. 
A)  the total number of pages fans visit on any of a brand's social media sites in a given time period. 
B)  the total number of Facebook Page views in one day. 
C)  the total number of product website views on YouTube. 
D)  visitors who post unique comments on a product's Facebook Page. 
E)  the total number of unique visitors to a Facebook Page in a given time period.

Question 19

2010 T-Mobile holiday TV ad featuring Chuck Norris planned to use a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.But it crossed country boundaries to reach Polish and Slovakian consumers.

Accepted Answer

A)  single-country 
B)  cultural 
C)  limited 
D)  global 
E)  multidomestic 
A)  single-country 
B)  cultural 
C)  limited 
D)  global 
E)  multidomestic

Question 20

"active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)__________.

Accepted Answer

A)  "expert" 
B)  "follower" 
C)  "end-receiver" 
D)  "traditional consumer" 
E)  "evangelist" 
A)  "expert" 
B)  "follower" 
C)  "end-receiver" 
D)  "traditional consumer" 
E)  "evangelist"

Exam 19: Using Social Media and Mobile Marketing to Connect With Consumers

business-oriented website that lets users post their profiles and connect to a network for business people is

Figure 19-2 -Based on the social media identified in Figure 19-2 above,the social media site rated highest in self-disclosure but lowest in media richness is

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

using social media a brand manager tries to select and use one or more social networks from the hundreds that exist.This often entails assessing (1)the number of daily visitors to the website, (2)__________,and (3)the focus of the website

thousands of college-age "brand ambassadors" at colleges and universities across the U.S.needed to recruit volunteers to help incoming freshmen on campus move-in day,the most effective way to reach the greatest number of students was by using

Figure 19-6 -Using the information provided in Figure 19-6 above,what is the MOST LIKELY profile of a Facebook visitor in late 2011?

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

Social media are

Greenpeace campaign against Nestlé using social media was effective because

per click is a measure in which

is a "negotiated measure" that is used as a performance measure for social media? What are its advantages and disadvantages?

Social media advertising is helpful to brand managers because consumers are __________.

generated content (UGC)refers to

According to Figure 19-5 above,the correct rank order of social network sites from most to least popular as measured by the number of unique U.S.visitors as of September 2011 is

Smartphone apps are providing stiff competition for physical retail stores because

per click is a performance measure in which __________,whereas cost per thousand is a performance measure in which __________.

is the best way a brand manager might deal with "key influencers" during a social media attack on a brand?

terms of performance measures important to marketing managers,unique visitors are

2010 T-Mobile holiday TV ad featuring Chuck Norris planned to use a __________ marketing strategy tailored to consumers in a single country-the Czech Republic.But it crossed country boundaries to reach Polish and Slovakian consumers.

"active receiver" who is "delighted" with the brand advertised and sends messages to his or her online friends about the brand is referred to as a(n)__________.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation,Targeting,and Positioning

Developing New Products and Services

Managing Successful Products,Services,and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: The Strategic Marketing Process

Filters

per click is a performance measure in which ,whereas cost per thousand is a performance measure in which .