Question 1

The total number of requests for a web page is called:

Accepted Answer

A)  hits. 
B)  page views. 
C)  social reach. 
D)  bounce rate. 
E)  relevancy factor.

Question 2

The total number of requests for a web page is referred to as page views.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

Accepted Answer

A)  The option to broadcast content related to a firm's own products through a separate channel 
B)  The opportunity to stay connected with friends and communicate instantly using instant messaging options 
C)  The ability to share photos with friends using the "share" option 
D)  The ability to share information and stay connected all the time,irrespective of whether the users are online or offline 
E)  The "wall" in their page where they can post updates,photos,and videos,or participate in a discussion board

Question 4

Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.

Accepted Answer

The answer of Give examples for the most appropriate social...

Question 5

How can people using social media be segmented into different types based on their activity in social networking sites?

Accepted Answer

The answer of How can people using social media be...

Question 6

Marketing videos help leverage social capital to build brand identity and relationships.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is a primary factor to excite a customer in the context of the 4E framework of social media marketing?

Accepted Answer

A)  High frequency of engagement through advertisements 
B)  Relevancy of offers to the targeted segment 
C)  Detailed technical information about a product or service 
D)  Availability of prestige products at premium price 
E)  High-budget promotional activities

Question 8

Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.

Accepted Answer

A) True 
 B)False

Question 9

Location-based "gamified" apps are most useful for:

Accepted Answer

A)  exciting the customer. 
B)  educating the customer. 
C)  directly experiencing a product. 
D)  indirectly experiencing a product. 
E)  evaluating the customer.

Question 10

Style.com offers a mobile application for people to access the same content available on the Style magazine website,including blogs,reviews,couture shows,and video feeds.This mobile application is an example of a:

Accepted Answer

A)  personal app. 
B)  gamified app. 
C)  fashion app. 
D)  location app. 
E)  price checking app.

Question 11

The number of people a person influences is called:

Accepted Answer

A)  conversion rate. 
B)  social reach. 
C)  bounce rate. 
D)  influence. 
E)  hits.

Question 12

Which of the following is a fact related to professional blogs?

Accepted Answer

A)  These blogs are created and maintained by firms to update customers about their latest products,services,and promotional deals. 
B)  In professional blogs,experts engage in active promotion of products and services of a firm for free. 
C)  These blogs are forums for marketers to engage with their customers and address customer grievances. 
D)  These blogs are effective tools for marketers to excite customers about their products and services. 
E)  Consumers tend to trust professional bloggers' reviews much more than corporate blogs and other more traditional media.

Question 13

Which of the following metrics or measures is used to determine what people do when they visit a site,and what engages and excites them?

Accepted Answer

A)  Hits 
B)  Bounce rate 
C)  Sentiment analysis 
D)  Page views 
E)  Keyword analysis

Question 14

Which of the following media options should Liz make use of to advertise the launch of her bookstore to a large number of people irrespective of the expense?

Accepted Answer

A)  Picasa 
B)  Corporate blog 
C)  LinkedIn 
D)  TV commercials 
E)  Local newspaper

Question 15

Briefly describe sentiment analysis.

Accepted Answer

The answer of Briefly describe sentiment analysis....

Question 16

Which of the following is true of corporate blogs?

Accepted Answer

A)  Of the various types of blogs,marketers have the least degree of control over the content in corporate blogs. 
B)  These blogs offer a forum for marketers to educate customers about their products and services. 
C)  These blogs offer little opportunity for firms to excite or engage their customers. 
D)  These blogs are platforms where experts review products and share their recommendations of a product or service. 
E)  Consumers tend to trust content in corporate blogs over that in other blogs or other more traditional media.

Question 17

Which of the following is true of personal blogs?

Accepted Answer

A)  Marketers have a higher degree of control over the content of personal blogs as compared to professional blogs. 
B)  Personal blogs are written by people who receive products or remuneration from firms as appreciation for their efforts and reviews. 
C)  These blogs are used by firms to excite their customers with offers and deals on products and services. 
D)  Personal blogs are useful for monitoring what is going on in the marketplace and for responding to customer complaints or compliments. 
E)  These blogs are platforms where experts review products and share their recommendations of a product or service.

Question 18

Mobile apps are most effective for:

Accepted Answer

A)  both exciting and engaging customers. 
B)  experiencing a product. 
C)  evaluating customer complaints. 
D)  educating customers about products. 
E)  both educating customers and experiencing a product.

Question 19

The extent of control advertisers enjoy is high in earned media.

Accepted Answer

A) True 
 B)False

Question 20

A scientist,renowned for his expert knowledge in the fields of cosmetology and pharmacology,reviews new cosmetic products launched in the market and shares his recommendations on an online platform.As his reviews are influential,marketers always hope for a positive review on their products.The online platform that the scientist shares his views on is more likely to be:

Accepted Answer

A)  a corporate website. 
B)  a YouTube channel. 
C)  his Facebook fan page. 
D)  his Twitter page. 
E)  a professional blog.

Exam 16: Retailing and Multichannel Marketing

The total number of requests for a web page is called:

The total number of requests for a web page is referred to as page views.

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

Give examples for the most appropriate social media tools that can be employed to implement the four Es in the 4E framework for social media marketing.

How can people using social media be segmented into different types based on their activity in social networking sites?

Marketing videos help leverage social capital to build brand identity and relationships.

Which of the following is a primary factor to excite a customer in the context of the 4E framework of social media marketing?

Even the greatest analysis has little use if firms fail to implement what they have learned from analyzing their social and mobile media activity.

Location-based "gamified" apps are most useful for:

Style.com offers a mobile application for people to access the same content available on the Style magazine website,including blogs,reviews,couture shows,and video feeds.This mobile application is an example of a:

The number of people a person influences is called:

Which of the following is a fact related to professional blogs?

Which of the following metrics or measures is used to determine what people do when they visit a site,and what engages and excites them?

Which of the following media options should Liz make use of to advertise the launch of her bookstore to a large number of people irrespective of the expense?

Briefly describe sentiment analysis.

Which of the following is true of corporate blogs?

Which of the following is true of personal blogs?

Mobile apps are most effective for:

The extent of control advertisers enjoy is high in earned media.