Question 1

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 2

Mary is a stay-at-home mom who loves to cook.She shares recipes and cooking tips on her popular blog,What's Cooking with Mary.Because of her blog's popularity,many food and cookware companies send her products to try,hoping for a good review.Sometimes Mary even receives money in exchange for a review.Under Federal Trade Commission regulations,Mary is obligated to disclose any financial relationship she may have with these companies.

Accepted Answer

A) True 
 B)False

Question 3

How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?

Accepted Answer

The answer of How has social media changed the way...

Question 4

A publicly accessible Web page that functions as an interactive journal is called a(n):

Accepted Answer

A)  blog. 
B)  profile. 
C)  tweet. 
D)  electronic diary. 
E)  status page.

Question 5

All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

Accepted Answer

A)  promoting products and services. 
B)  listening and learning. 
C)  building relationships and awareness. 
D)  creating static messages to reach mass audiences. 
E)  reaching out to unhappy customers and engaging them directly.

Question 6

A Web site that allows individuals to connect with friends,peers,and business associates is called a:

Accepted Answer

A)  virtual world. 
B)  social networking site. 
C)  media sharing site. 
D)  social news site. 
E)  microblog.

Question 7

More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:

Accepted Answer

A)  search marketing. 
B)  display advertising. 
C)  mobile marketing. 
D)  social media. 
E)  e-mail marketing.

Question 8

Identify five reasons for the recent popularity of mobile marketing.

Accepted Answer

The answer of Identify five reasons for the recent popularity...

Question 9

Groupon.com offers discounts on products and services in specific cities.The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it.Groupon would BEST be described as a:

Accepted Answer

A)  media sharing site 
B)  microblog 
C)  social networking site 
D)  virtual world 
E)  social commerce site

Question 10

Brands,organizations,and nonprofits that use Facebook:

Accepted Answer

A)  have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns. 
B)  are public and are thus subject to search engine indexing. 
C)  must never use the Facebook Wall to communicate with consumers. 
D)  need to use all of Facebook's privacy options to ensure that only the right people have access to company information. 
E)  create profiles, as opposed to pages.

Question 11

Anil hopes to use social media to find some new customers for his bicycle shop.Writing a corporate blog that discusses the shop's inner workings would be a good tool for this purpose.

Accepted Answer

A) True 
 B)False

Question 12

A company would probably NOT want to use Twitter to:

Accepted Answer

A)  provide a customer with complex, hard-to-understand instructions on how to use a product. 
B)  direct customers to its corporate blog. 
C)  promote a brand-new product. 
D)  share links to the official company Web site. 
E)  reply to customer queries.

Question 13

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

Question 14

Name and briefly describe the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research.

Accepted Answer

The answer of Name and briefly describe the six categories...

Question 15

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 16

Angela and Dominic own Cincy by the Slice pizzeria.They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of which steps to take next.Which of the following resource would best meet their needs?

Accepted Answer

A)  A listening platform with key word report capabilities 
B)  An insight platform that offers online focus group solutions 
C)  Web analytics software 
D)  An advanced customer database with predictive application 
E)  A social customer relationship management system

Question 17

Identify the two broad categories of blogs.Which is generally perceived to be more "authentic"? Why?

Accepted Answer

The answer of Identify the two broad categories of blogs.Which...

Question 18

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

Accepted Answer

The answer of Compare the demographics of a typical game...

Question 19

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.One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:

Accepted Answer

A)  providing bloggers with products and/or money in exchange for a review. 
B)  flooding the comments section of such blogs with positive comments about the brand or company. 
C)  purchasing the blogs from the owners and converting them into corporate blogs. 
D)  endearing the organization with anecdotes and stories about the brand. 
E)  designing their own corporate blogs to mimic the look of their noncorporate rivals.

Question 20

SMS is different from MMS in that:

Accepted Answer

A)  SMS allows the attachment of multimedia to text messages. 
B)  SMS is designed specifically for viewing and navigation on mobile devices. 
C)  MMS allows the attachment of multimedia to text messages. 
D)  MMS is designed specifically for viewing and navigation on mobile devices. 
E)  SMS and MMS are actually identical marketing tools.

Exam 35: Social Media and Marketing

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.

How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?

A publicly accessible Web page that functions as an interactive journal is called a(n) :

All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

A Web site that allows individuals to connect with friends,peers,and business associates is called a:

More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:

Identify five reasons for the recent popularity of mobile marketing.

Groupon.com offers discounts on products and services in specific cities.The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it.Groupon would BEST be described as a:

Brands,organizations,and nonprofits that use Facebook:

Anil hopes to use social media to find some new customers for his bicycle shop.Writing a corporate blog that discusses the shop's inner workings would be a good tool for this purpose.

A company would probably NOT want to use Twitter to:

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

Name and briefly describe the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research.

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

Angela and Dominic own Cincy by the Slice pizzeria.They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of which steps to take next.Which of the following resource would best meet their needs?

Identify the two broad categories of blogs.Which is generally perceived to be more "authentic"? Why?

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

SMS is different from MMS in that: