Question 1

Beyond using Twitter to track sentiment about the brand,Gatorade should also consider sharing links,announcing events,and following,retweeting,and responding to potential customers' tweets on the microblogging platform.

Accepted Answer

A) True 
 B)False  True

Question 2

From a marketing standpoint,the most useful Facebook feature is probably _____,which allows a brand to communicate directly with fans via status updates.

Accepted Answer

A)  the Profile page
B)  the search engine
C)  the Fans list
D)  the Wall
E)  the Real or Fake application D

Question 3

Sebastian operates a local coffee shop.He publishes a blog about the shop but updates it only occasionally.He usually posts entries on coffee-related trivia.Every now and then,he posts an entry promoting a new product.Given Sebastian's relatively weak online presence,a marketing-oriented widget would likely be just the thing to generate some buzz about his coffee shop.

Accepted Answer

A) True 
 B)False  False

Question 4

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

Accepted Answer

A)  engaging.
B)  listening.
C)  understanding.
D)  entertaining.
E)  influencing.

Question 5

If Gatorade wanted to invest in a social media platform with rising popularity,which of the following would it not want to consider?

Accepted Answer

A)  LivingSocial
B)  Facebook/Bing
C)  Tumblr
D)  Myspace
E)  Google Wallet

Question 6

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.

Question 7

Using Social Media Effectively
Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.Marketers should also keep in mind that,more and more,customers expect companies to use social media.According to a recent survey,more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves,a whopping 85 percent believe that companies should have an active social media presence.Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
-Refer to Using Social Media Effectively.A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users.Although to some extent this forum helps the manufacturer achieve all of its social media objectives,this "self-help" forum is MOST geared toward the objective of:

Accepted Answer

A)  embracing.
B)  supporting.
C)  talking.
D)  energizing.
E)  listening.

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Identify and discuss five ideas that marketing managers should consider when setting social media objectives.

Accepted Answer

The answer of Identify and discuss five ideas that marketing...

Question 11

In 2000,Jones Soda used its Web site to ask its mostly teenage customers to suggest new flavors,names,and labels and let other customers vote on which flavors should be introduced into stores.Jones Soda was practicing co-creation.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT a social networking site?

Accepted Answer

A)  Bebo
B)  Google+
C)  LinkedIn
D)  Facebook
E)  All of the above are social networking sites.

Question 13

Briefly explain what widgets are and describe how a business can use them from a marketing perspective.

Accepted Answer

The answer of Briefly explain what widgets are and describe...

Question 14

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

Accepted Answer

A) True 
 B)False

Question 15

Corina is a big fan of the British television program Doctor Who.She writes about her love of all things Whovian on her ______,called Wibbly Wobbly Ramblings,where readers can post comments about what she has written.

Accepted Answer

A)  social news site
B)  electronic diary
C)  toolbox
D)  blog
E)  virtual world

Question 16

Much of the growth in social media sites can be attributed to:

Accepted Answer

A)  good old-fashioned word-of-mouth promotion.
B)  new platforms like iPads and Smartphones.
C)  media hype.
D)  the proliferation of new Web sites like Flickr and Reddit.
E)  new technology uses for social media.

Question 17

Of the following,who is MOST likely to be a LinkedIn user?

Accepted Answer

A)  Erin,a 13-year-old junior high student and music lover
B)  Mitch,a 24-year-old songwriter who hopes to make it big in Nashville
C)  Sharika,a 35-year-old attorney just opening her own practice
D)  Jose,a 50-year-old Los Angeles Dodgers fan looking for conversation with other baseball lovers
E)  Amanda,a 70-year-old retiree and avid cook

Question 18

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.

Question 19

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Accepted Answer

A) True 
 B)False

Question 20

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.

Exam 22: Social Media and Marketing

Beyond using Twitter to track sentiment about the brand,Gatorade should also consider sharing links,announcing events,and following,retweeting,and responding to potential customers' tweets on the microblogging platform.

From a marketing standpoint,the most useful Facebook feature is probably _____,which allows a brand to communicate directly with fans via status updates.

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

If Gatorade wanted to invest in a social media platform with rising popularity,which of the following would it not want to consider?

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

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

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

Identify and discuss five ideas that marketing managers should consider when setting social media objectives.

In 2000,Jones Soda used its Web site to ask its mostly teenage customers to suggest new flavors,names,and labels and let other customers vote on which flavors should be introduced into stores.Jones Soda was practicing co-creation.

Which of the following is NOT a social networking site?

Briefly explain what widgets are and describe how a business can use them from a marketing perspective.

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

Corina is a big fan of the British television program Doctor Who.She writes about her love of all things Whovian on her ______,called Wibbly Wobbly Ramblings,where readers can post comments about what she has written.

Much of the growth in social media sites can be attributed to:

Of the following,who is MOST likely to be a LinkedIn user?

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:

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

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