Question 1

The nature of relationships between B2B marketers and their customers is similar to that of firms that market products to consumers.

Accepted Answer

A) True 
 B)False

Question 2

​The use of social media in marketing and other aspects of business is expected to continue to grow exponentially over the next decade.Many great career opportunities currently exist in the field,and others will be created as the market evolves.You are excited about the career possibilities in this new field and you have been preparing yourself to take advantage of them.You did a self-assessment and determined that you would love to be the person who is responsible for running a firm's total social media program.Given this,which of the following social media jobs should you pursue?

Accepted Answer

A) ​Social media strategist 
B) ​Brand manager 
C) ​Content programmer 
D) ​Social media analytics 
E) ​Online community manager 
A) ​Social media strategist 
B) ​Brand manager 
C) ​Content programmer 
D) ​Social media analytics 
E) ​Online community manager

Question 3

Marketers most often use a single social media platform to reach their target audience.

Accepted Answer

A) True 
 B)False

Question 4

Marketers generally view the goal of social media marketing as developing a conversation with potential customers.

Accepted Answer

A) True 
 B)False

Question 5

MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites.MarkPro Solutions has designed a marketing campaign,and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods.Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?

Accepted Answer

A) The overview of the plan 
B) The competitive analysis 
C) The body of the plan 
D) The executive summary 
A) The overview of the plan 
B) The competitive analysis 
C) The body of the plan 
D) The executive summary

Question 6

According to experts,job applicants can further their chances of landing their first social media marketing job by:

Accepted Answer

A) commenting actively on posts and links posted by other users on social media sites. 
B) widening their social network. 
C) taking online courses that teach social media marketing skills. 
D) connecting their LinkedIn accounts to personal blogs and tweets. 
A) commenting actively on posts and links posted by other users on social media sites. 
B) widening their social network. 
C) taking online courses that teach social media marketing skills. 
D) connecting their LinkedIn accounts to personal blogs and tweets.

Question 7

Protection of consumer privacy is a major ethical issue faced by social media marketers.

Accepted Answer

A) True 
 B)False

Question 8

MATCH
-_____ are tools that help marketers trace,measure,and interpret data related to social media marketing initiatives.

Accepted Answer

A) influencers 
B) social networking sites 
C) social media monitoring 
D) app 
E) online forum
F)demographics
G)social media tool
H)return on investment
I)microblog
J)social media marketing
K)social media
L)transparency
M)social media marketing plan
N)bookmarking site
O)social media strategist
P)social media analytics
Q)social media platform
R)content marketing
S)social news site
T)QR codes 
A) influencers 
B) social networking sites 
C) social media monitoring 
D) app 
E) online forum
F)demographics
G)social media tool
H)return on investment
I)microblog
J)social media marketing
K)social media
L)transparency
M)social media marketing plan
N)bookmarking site
O)social media strategist
P)social media analytics
Q)social media platform
R)content marketing
S)social news site
T)QR codes

Question 9

Define social media.What are the basic forms of social media?

Accepted Answer

Social media tools include app

Question 10

The content for a social media marketing campaign is said to be effective if it:

Accepted Answer

A) focuses on promoting the company outright. 
B) contains detailed information about competing product offerings in the market. 
C) has a strong brand focus. 
D) presents the SMM effort as a one-way conversation, much like traditional marketing. 
A) focuses on promoting the company outright. 
B) contains detailed information about competing product offerings in the market. 
C) has a strong brand focus. 
D) presents the SMM effort as a one-way conversation, much like traditional marketing.

Question 11

Sports celebrities and actors use social media marketing to create a positive public image.

Accepted Answer

A) True 
 B)False

Question 12

​Over the years,you have been involved in a number of social media marketing (SMM)campaigns.You have come to believe the number of times an individual is exposed to the marketing material during the campaign is the most significant determinant of its success.Given this belief,you should

Accepted Answer

A) ​emphasize cost when developing social media marketing initiatives. 
B) ​emphasize frequency when developing social media marketing initiatives. 
C) ​emphasize target market size when developing social media marketing initiatives. 
D) ​emphasize reach when developing social media marketing initiatives. 
E) ​emphasize privacy when developing social media marketing initiatives. 
A) ​emphasize cost when developing social media marketing initiatives. 
B) ​emphasize frequency when developing social media marketing initiatives. 
C) ​emphasize target market size when developing social media marketing initiatives. 
D) ​emphasize reach when developing social media marketing initiatives. 
E) ​emphasize privacy when developing social media marketing initiatives.

Question 13

​You have recently taken over responsibility for your firm's social media marketing strategy.You believe your chances for success will be enhanced if you follow a structured approach to developing the strategy.In the past,using the traditional six-step approach to developing a social media strategy has worked well for you.You are inclined to stay with the same process as you develop your firm's strategy.Since you believe in the process,which of the following guidelines will you follow as you set goals for the strategy?

Accepted Answer

A) ​A clear set of goals will facilitate the strategy development. 
B) ​The goals should be somewhat vague in order to allow the marketer to claim success regardless of the outcome. 
C) ​The goals should not be constrained by the firm's social media policies. 
D) ​The goals should be set so they are easily attainable. 
E) ​The goals should identify which social media platforms are to be used. 
A) ​A clear set of goals will facilitate the strategy development. 
B) ​The goals should be somewhat vague in order to allow the marketer to claim success regardless of the outcome. 
C) ​The goals should not be constrained by the firm's social media policies. 
D) ​The goals should be set so they are easily attainable. 
E) ​The goals should identify which social media platforms are to be used.

Question 14

​Marketers should not simply assume that their social media marketing (SMM)campaigns are achieving the desired results.Rather,formal monitoring and measuring techniques should be used to assess the effectiveness of an SMM.Some firms calculate return on investment (ROI)for SMM campaigns.An ROI measurement of an SMM should asses the percentage of people exposed to the SMM,also called __________ as well as the number of times a consumer is exposed to the SMM,also called __________.

Accepted Answer

A) ​breath; depth 
B) ​effectiveness; efficiency 
C) ​span; quantity 
D) ​reach; frequency 
E) ​volume; velocity 
A) ​breath; depth 
B) ​effectiveness; efficiency 
C) ​span; quantity 
D) ​reach; frequency 
E) ​volume; velocity

Question 15

Stinson's,a chain of luxury department stores,uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras.These codes provide detailed information regarding the products available in the store along with their prices.Which of the following are being used by Stinson's in the above scenario?

Accepted Answer

A) Apps 
B) Fact tags 
C) QR codes 
D) Social networks 
A) Apps 
B) Fact tags 
C) QR codes 
D) Social networks

Question 16

MATCH
-The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand,products,public image,or website is known as _____.

Accepted Answer

A) influencers 
B) social networking sites 
C) social media monitoring 
D) app 
E) online forum
F)demographics
G)social media tool
H)return on investment
I)microblog
J)social media marketing
K)social media
L)transparency
M)social media marketing plan
N)bookmarking site
O)social media strategist
P)social media analytics
Q)social media platform
R)content marketing
S)social news site
T)QR codes 
A) influencers 
B) social networking sites 
C) social media monitoring 
D) app 
E) online forum
F)demographics
G)social media tool
H)return on investment
I)microblog
J)social media marketing
K)social media
L)transparency
M)social media marketing plan
N)bookmarking site
O)social media strategist
P)social media analytics
Q)social media platform
R)content marketing
S)social news site
T)QR codes

Question 17

Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.

Accepted Answer

A) True 
 B)False

Question 18

​You've been promoted to head of social media.Now you must make assignments to your team.Carol is a technology and software expert,while David has expertise in communication.You should give David responsibility for all of the following except:

Accepted Answer

A) ​social media tools 
B) ​blog postings 
C) ​video shares 
D) ​apps 
E) ​social media platforms 
A) ​social media tools 
B) ​blog postings 
C) ​video shares 
D) ​apps 
E) ​social media platforms

Question 19

Social media includes different forms of electronic communication.

Accepted Answer

A) True 
 B)False

Question 20

​_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.

Accepted Answer

A) ​Blogs 
B) ​E-Commerce sites 
C) ​Social networking sites 
D) ​Instant messaging portals 
E) ​Message boards 
A) ​Blogs 
B) ​E-Commerce sites 
C) ​Social networking sites 
D) ​Instant messaging portals 
E) ​Message boards

The nature of relationships between B2B marketers and their customers is similar to that of firms that market products to consumers.

Marketers most often use a single social media platform to reach their target audience.

Marketers generally view the goal of social media marketing as developing a conversation with potential customers.

According to experts,job applicants can further their chances of landing their first social media marketing job by:

Protection of consumer privacy is a major ethical issue faced by social media marketers.

MATCH -_____ are tools that help marketers trace,measure,and interpret data related to social media marketing initiatives.

Define social media.What are the basic forms of social media?

The content for a social media marketing campaign is said to be effective if it:

Sports celebrities and actors use social media marketing to create a positive public image.

Over the years,you have been involved in a number of social media marketing (SMM)campaigns.You have come to believe the number of times an individual is exposed to the marketing material during the campaign is the most significant determinant of its success.Given this belief,you should

MATCH -The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand,products,public image,or website is known as _____.

Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.

You've been promoted to head of social media.Now you must make assignments to your team.Carol is a technology and software expert,while David has expertise in communication.You should give David responsibility for all of the following except:

Social media includes different forms of electronic communication.

_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Integrated Marketing Communications, advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Exam 4: Social Media: Living in the Connected World

The nature of relationships between B2B marketers and their customers is similar to that of firms that market products to consumers.

Marketers most often use a single social media platform to reach their target audience.

Marketers generally view the goal of social media marketing as developing a conversation with potential customers.

According to experts,job applicants can further their chances of landing their first social media marketing job by:

Protection of consumer privacy is a major ethical issue faced by social media marketers.

MATCH -_____ are tools that help marketers trace,measure,and interpret data related to social media marketing initiatives.

Define social media.What are the basic forms of social media?

The content for a social media marketing campaign is said to be effective if it:

Sports celebrities and actors use social media marketing to create a positive public image.

​Over the years,you have been involved in a number of social media marketing (SMM)campaigns.You have come to believe the number of times an individual is exposed to the marketing material during the campaign is the most significant determinant of its success.Given this belief,you should

MATCH -The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand,products,public image,or website is known as _____.

Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.

​You've been promoted to head of social media.Now you must make assignments to your team.Carol is a technology and software expert,while David has expertise in communication.You should give David responsibility for all of the following except:

Social media includes different forms of electronic communication.

​_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.

Marketing: the Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Consumer Behavior

Business-To-Business B2bmarketing

Global Marketing

Market Segmentation, targeting, and Positioning

Marketing Research in the Era of Big Data

Relationship Marketing and Customer Relationship Management Crm

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, wholesalers, and Direct Marketers

Integrated Marketing Communications, advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Developing an Effective Marketing Plan

Financial Analysis in Marketing

Filters

Over the years,you have been involved in a number of social media marketing (SMM)campaigns.You have come to believe the number of times an individual is exposed to the marketing material during the campaign is the most significant determinant of its success.Given this belief,you should

You've been promoted to head of social media.Now you must make assignments to your team.Carol is a technology and software expert,while David has expertise in communication.You should give David responsibility for all of the following except:

_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.