M Marketing 5th edition By Dhruv Grewal – Test Bank
To Purchase this Complete Test Bank with Answers Click the link Below
https://tbzuiqe.com/product/m-marketing-5th-edition-by-dhruv-grewal-test-bank/
If face any problem or
Further information contact us At tbzuiqe@gmail.com
Sample Test
Chapter 03
Social and Mobile Marketing
True / False Questions
|
1. |
The term socialmedia refers
exclusively to social networking sites like Facebook. True False |
|
2. |
Firms should not attempt to educate
customers about products and services using social media, since customers are
busy interacting with friends and will reject attempts to educate them. True False |
|
3. |
The focus of social media efforts
targeted at customer interaction is building connections. True False |
|
4. |
The objectives of the 4E framework for
social media are excite, educate, engage, and evaluate. True False |
|
5. |
Positive engagement through social
media often makes customers more profitable for the firm. True False |
|
6. |
A personalized offer sent to a targeted
customer via social media is more likely to be relevant to him or her. True False |
|
7. |
A well-designed social media marketing
offer will have a clear call to action aimed at customers. True False |
|
8. |
To achieve their objectives, marketers
rely on three types of social media: social networking sites, media-sharing
sites, and thought-sharing sites. True False |
|
9. |
A blog is an example of a
thought-sharing site. True False |
|
10. |
The best-known microblogging site is
Google+. True False |
|
11. |
An advantage of a corporate blog is
that all content on the blog can be completely controlled by the company. True False |
|
12. |
Of the types of social media identified
in the text, Flickr is considered a thought-sharing site. True False |
|
13. |
More than half of smartphone users in
the United States have used them to make purchases. True False |
|
14. |
As one of the seven primary motivations
for mobile app usage, “discovery” pertains to seeking a product or a service. True False |
|
15. |
Salesforce.com specializes in helping
firms engage with their customers in social media. One service that
Salesforce.com offers is the analysis of blog posts, Facebook comments, and
Twitter feeds to uncover insights about customer attitudes and preferences.
This is an example of sentiment analysis. True False |
|
16. |
For all Facebook pages, the conversion
rate would be calculated as the percentage of visitors to the page who click
the “Like” button. True False |
|
17. |
Keyword analysis refers to the study of
people’s queries on search engines. True False |
|
18. |
The three-stage process that firms use
to engage customers through social mobile media involves listening, analyzing,
and correcting. True False |
|
19. |
Bounce rate refers to the percentage of
times a visitor leaves a website almost immediately. True False |
|
20. |
When designing a social media marketing
campaign, the first step is to identify the target audience. True False |
|
21. |
A disadvantage of the current design of
mobile apps is that they are able to fulfill only one need at a time. True False |
Multiple Choice Questions
|
22. |
Which of the following is the
definition of socialmedia?
|
|
23. |
How does your text describe how social
media firms help marketers connect with their customers?
|
|
24. |
The 4E framework for social media
guides marketers in using social media effectively to build and deepen
customer relationships. Which of the following is not one of the
4Es in this framework?
|
|
25. |
Derek just posted an entry in his blog
talking about how happy he is with his new GoPro camera. In the blog he also
posted videos that he took with the camera. As a customer of the product,
which facet of the 4E framework for social media is Derek most exhibiting?
|
|
26. |
In terms of the 4E framework, in order
for a firm’s offer to excite its targeted customers, the offer must be
|
|
27. |
A Groupon offer for discounted theater
tickets was sent to targeted customers who had previously purchased movie or
theater tickets. This best describes
which of the 4E frameworks?
|
|
28. |
While waiting to be seated at a
restaurant, Joylee receives a customer loyalty coupon through an app on her
mobile phone for half off a dessert with the purchase of an entrée. This use
of a location-based software application is designed to promote which of the
4E framework objectives?
|
|
29. |
While waiting in line to make a
purchase at Best Buy, Joanie sees signs reminding her to visit the company’s
website for online specials and to sign up on her smartphone for the Best Buy
Loyalty Rewards Program. Other signs remind her that Best Buy will match
competitors’ prices on any item they sell. This is an example of which of the
4E framework objectives?
|
|
30. |
Which of the following social media
tools is a type of all-in-one marketing software that can be used to educate
customers?
|
|
31. |
Alan wants to upgrade his look before a
job interview. A friend tells him about a men’s clothing line that allows
potential customers to virtually try on suits and see what looks best. It
even offers an interactive “custom fit” feature. After checking out his
options, Alan takes his measurements and orders a suit without ever leaving
his office. Virtually trying on a suit best describes which of the 4E
framework objectives?
|
|
32. |
It is not unusual to see firms offering
free product samples in grocery stores to let customers try the product
before buying it. Similarly, in today’s world of social media, one can read a
chapter of a book before buying it, or watch YouTube videos on different ways
to use a product. All of these scenarios are aimed at which aspect of the 4E
framework?
|
|
33. |
Gene’s Complete Cameras offers its
customers an interactive website to help them choose the best camera for
their lifestyle. But the site’s most-used feature is its user blog in which customers—both
satisfied and unsatisfied—talk about products they have purchased and the
service received at Gene’s. The user blog best describes which of the 4E
frameworks for the store’s customers?
|
|
34. |
When the Minnesota Timberwolves
encouraged Facebook fans to post a great shot of a dunk onto its Pinterest
page for a chance to win tickets to a game, which dimension of the 4E
framework was being targeted?
|
|
35. |
Which aspect of the 4E framework is
aimed at action, the potential for a relationship, and possibly even loyalty
and commitment?
|
|
36. |
For marketers, media-sharing sites such
as YouTube or Flickr are social media tools best used to
|
|
37. |
Trina is developing a marketing
campaign for an organic stain-removal product. As “stain removal” is rather
dull, she is trying to educate consumers about the value and uniqueness of
the product, and appeal to the environmentally conscious. Which of the
following is the best social
media application for this task?
|
|
38. |
Research indicates that positively
engaged consumers tend to be
|
|
39. |
Location-based software and
applications can help bring special offers to customers right on their
smartphones when they are in the process of making a purchase decision. This
best represents which aspect of the 4E framework of social media marketing?
|
|
40. |
Marketers rely on three types of social
media: social networking sites, thought-sharing sites, and
|
|
41. |
Marketers rely on social media to
achieve three objectives. Which of the following is not one of those objectives?
|
|
42. |
LinkedIn is an example of which type of
social media site?
|
|
43. |
When a group of industry professionals
discussed the ingredients necessary to attract positive attention from
Facebook’s 1.19 billion users, they agreed that a successful campaign must
|
|
44. |
Your text notes that the networking
benefits of LinkedIn are particularly beneficial for which group?
|
|
45. |
What feature unique to Google+ lets
people interested in similar topics form their own groups?
|
|
46. |
Instagram is an example of which type
of social media site?
|
|
47. |
YouTube is an example of which type of
social media site?
|
|
48. |
Karlie likes to post pictures of fancy
cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen
equipment in sherbet colors and looks for baking ideas and equipment. What
type of social media site is Karlie using?
|
|
49. |
Lauren decides to use Twitter to market
her hand-painted scarves to other women on her campus. She sets up a Twitter
account with the name @uniquedesignsbylauren and posts this on her Facebook
page, making sure to tweet every few days. Soon Lauren is selling a lot of
scarves. Lauren’s Twitter account is an example of
|
|
50. |
This type of thought-sharing site
typically provides the highest level of control for companies.
|
|
51. |
From a marketing perspective, what role
is played by professional bloggers?
|
|
52. |
Of the various types of blogs, which
one do marketers have the lowest level of control over?
|
|
53. |
What is Google+?
|
|
54. |
Suppose that Nike wanted to use
Facebook to increase awareness of a new line of tennis shoes. Which of the
following methods would allow Nike to specifically target Facebook users who
have mentioned tennis in their profiles?
|
|
55. |
What is a microblog?
|
|
56. |
Southwest Airlines operates a blog
called NutsAboutSouthwest.
A group of employees share the responsibility for posting items of potential
interest to customers—for example, short videos about Southwest’s travel
destinations, articles (with photos) about special events, and news about
airline promotions. NutsAboutSouthwest is
an example of a
|
|
57. |
Jordan loves to read and write. She
started a blog about books, including writing hints and book reviews. The
readership of her blog gradually increased, and eventually publishers started
sending her new books, hoping she would review them. Over time, Jordan’s blog
has changed from a __________ blog to a __________ blog.
|
|
58. |
Twitter can help build a brand’s image
by educating and engaging consumers. However, one central issue for companies
using Twitter is
|
|
59. |
All of the following are primary needs
that apps meet except
|
|
60. |
Which of the following is a pricing
model for apps discussed in your text?
|
|
61. |
Of the seven primary motivations for
mobile app usage, which one do people spend the most amount of time on each
month?
|
|
62. |
The app Vine allows users to share
mini-movies on Twitter, satisfying the primary motivation of the need
|
|
63. |
A process called _______ enables
customers to scan a product in a store and instantly compare the prices
online to see whether a better deal is available.
|
|
64. |
Which of the following apps would help
consumers fulfill their “need to accomplish”?
|
|
65. |
Apps like calendars, trip planners, and
flight trackers help consumers fulfill which primary motivation?
|
|
66. |
Which of the primary motivations do
consumers spend the least amount
of time engaging in on their smartphones?
|
|
67. |
Which type of pricing model for apps
prompts/allows customers to make small “micropurchases” to enhance the app
itself?
|
|
68. |
________ are free to download, but
place ads on the screen when using the program to generate revenue.
|
|
69. |
Current research points to which
pricing model for apps as the most effective?
|
|
70. |
The elements of the social media
engagement process are
|
|
71. |
Companies can find out a lot about
customers using sentiment analysis on sites like Facebook and Twitter, or put
another way, by
|
|
72. |
One important measure of social media’s
effectiveness is the percentage of site visitors who take the action the site
owner hoped for—making a purchase, subscribing to a service, or donating
money, for example. This measure is called the site’s
|
|
73. |
When a company that uses social media
runs a contest online, it will measure its effectiveness in a variety of
ways. One such measure is the conversion rate. The conversion rate for the
contest promotion would be
|
|
74. |
Suppose that Burger King wanted to
evaluate social media content to find out how well its most recent advertising
campaign was being received by consumers. This could be done using
|
|
75. |
Despite its vivid design, the website
for Lolly’s Bookstore did not seem to attract customers who lingered. In
fact, most website visitors left the site before they made a purchase. Which
measure does the owner need to address?
|
|
76. |
Companies that specialize in sentiment
analysis are least likely
to look at __________ for data.
|
|
77. |
One measure of traffic from visitors on
sites, the total page requests, is measured in units called
|
|
78. |
Darren has developed a better type of
medication vial for travelers. He is not sure how to develop a marketing
program for his product, as there are a few similar ones on the market. What
technique can Darren use to analyze data from his competitor’s websites,
particularly to learn how people search for similar products online?
|
|
79. |
__________ are a measure that indicates
what percentage of potential customers act as the marketer hopes, either by
clicking, buying, or donating.
|
|
80. |
How is the cost to companies and
entrepreneurs using Google Analytics calculated?
|
|
81. |
The first step in the process of
creating a social media campaign is to
|
|
82. |
The final step in the process of
creating a social media campaign is to
|
|
83. |
When developing a social media
campaign, what is unique about the copy and images to be used that is more
critical with social media than other forms of IMC?
|
|
84. |
What is the disadvantage for companies
in using a “daily budget” such as that offered by Facebook to its
advertisers?
|
Essay Questions
|
85. |
Explain how social media have changed
how firms communicate with their customers relative to traditional forms of
marketing products. |
|
86. |
Explain the 4E framework for social
media, and identify the social and mobile media tools that are most effective
for accomplishing each of the 4Es. |
|
87. |
Which forms of social media are good
choices for “exciting” the customer? |
|
88. |
A local manufacturer has developed a
scented USB drive targeted strictly at male consumers. The scents include
options such as pine, bacon, and beer. Using the 4E framework, briefly
describe the target client, and outline a complete social media program for this
new product. |
|
89. |
Explain how YouTube helps customers
“experience” a product or service. |
|
90. |
In terms of the 4E framework, what is
the significance of “engaging” the customer? |
|
91. |
Suppose that Samsung wants to create a social
media program to build consumer engagement around a new line of smartphones.
Using the 4E framework, explain (with examples) how Samsung could build this
program. |
|
92. |
Briefly describe the three-stage
process for engaging customers using social and mobile media. |
|
93. |
Suppose that a restaurant near campus
wants to use social media to get more students to visit the restaurant. The
manager plans to offer a free dessert to anyone who “likes” the restaurant’s
Facebook page. Describe some data the restaurant should collect to measure
the effectiveness of the campaign. |
|
94. |
Suppose that a restaurant near campus
wants to use social media to get more people to visit the restaurant. The
manager plans to offer a free dessert to anyone who “likes” the restaurant’s
Facebook page. In this situation, how would you measure the conversion rate? |
|
95. |
What are page views, and why might a
blogger want to see a report showing page views for the different pages of a
blog? |
|
96. |
Burger King has become known for
launching edgy—and often risky—advertising and social media campaigns. How
might Burger King use sentiment analysis to gain insights into consumers’
reactions to a new ad campaign? |
|
97. |
Explain the three primary objectives
social media is used to accomplish. |
|
98. |
Give an example of how social media can
be used to provide improved customer service. |
|
99. |
Compare the role of corporate,
professional, and personal bloggers regarding a new product. Choose one
product/service and use this as an example in your explanation. |
|
100. |
Why might an active Facebook user also
want to participate in LinkedIn? |
|
101. |
Describe a typical user of LinkedIn, as
well as the kinds of activities he or she will participate in as an active
user. |
|
102. |
How do companies such as Home Depot and
the Home Shopping Network effectively utilize media-sharing sites? Provide
examples, including reference to which two of the 4E frameworks are most
active. |
|
103. |
Demographically speaking, what are the
advantages to retailers in utilizing mobile marketing? |
|
104. |
Marketers rely on three types of social
media: social networking sites, media-sharing sites, and thought-sharing
sites. Describe each of these types of sites and give examples of each. |
|
105. |
List and describe the seven primary
motivations for mobile app usage. |
|
106. |
Select four of the seven primary
motivations for mobile apps and provide examples of apps that correspond to
each motivation. |
|
107. |
Explain the concept of “showrooming”
including what type of app it is associated with and what primary motivation
need it fulfills. |
|
108. |
List and describe the four basic ways
of generating revenue from apps. |
|
109. |
You are the owner of a new deli that
encourages customers to “build their own sandwiches.” What social and mobile
media tools could you use to enhance your business? |
|
110. |
List, in order, the steps involved in
developing a social media marketing campaign. |
Chapter 03 Social and Mobile Marketing Answer Key
True / False Questions
|
1. |
The term socialmedia refers
exclusively to social networking sites like Facebook. FALSE The term socialmedia refers
to various forms of content distributed through online and mobile
technologies to facilitate interpersonal interactions. Social networking
sites like Facebook are just one form of social media. |
|
AACSB: Technology |
|
2. |
Firms should not attempt to educate
customers about products and services using social media, since customers are
busy interacting with friends and will reject attempts to educate them. FALSE While customers may reject poorly targeted or poorly designed
attempts to educate them, social media tools such as blogs, video-sharing
sites, and HubSpot can be extremely effective in educating customers about
the firm’s offerings. |
|
AACSB: Technology |
|
3. |
The focus of social media efforts
targeted at customer interaction is building connections. TRUE Social media offer services or tools to help consumers and
firms build connections. Through these connections, marketers and customers
share information of all forms—from their thoughts about products or images,
to uploaded pictures, music, and videos. |
|
AACSB: Technology |
|
4. |
The objectives of the 4E framework for
social media are excite, educate, engage, and evaluate. FALSE The objectives of the 4E framework for social media are
excite, educate, experience, and engage. |
|
AACSB: Technology |
|
5. |
Positive engagement through social
media often makes customers more profitable for the firm. TRUE Some studies have shown that positively engaged consumers
purchase 20 to 40 percent more than less engaged customers. |
|
AACSB: Technology |
|
6. |
A personalized offer sent to a targeted
customer via social media is more likely to be relevant to him or her. TRUE To excite customers, an offer must be relevant to its targeted
customer. One way relevancy can be achieved is by providing personalized
offers. |
|
AACSB: Technology |
|
7. |
A well-designed social media marketing
offer will have a clear call to action aimed at customers. TRUE An imperative of well-designed social media marketing offers
is that they have a clear call to action to draw customers through their
computers, tablets, and mobile devices into online websites or traditional
retail stores. |
|
AACSB: Technology |
|
8. |
To achieve their objectives, marketers
rely on three types of social media: social networking sites, media-sharing
sites, and thought-sharing sites. TRUE Marketers rely on the three types of social media: social
networking sites, media-sharing sites, and thought-sharing sites (or blogs)
to achieve three objectives. First, members promote themselves to gain more
friends. Second, the sites promote to get more members. Third, outside
companies promote their products and services to appeal to the potential
consumers who are active on the sites. |
|
AACSB: Technology |
|
9. |
A blog is an example of a
thought-sharing site. TRUE Blogs and microblogs are frequently used sites allowing users
to share their thoughts. |
|
AACSB: Technology |
|
10. |
The best-known microblogging site is
Google+. FALSE Google+ is an example of a social network. The best-known
example of a microblog is Twitter. |
|
AACSB: Technology |
|
11. |
An advantage of a corporate blog is
that all content on the blog can be completely controlled by the company. FALSE Corporate blogs are created by the companies themselves and
have the highest level of control because to a large degree, they can control
the content posted on them. However, these blogs also allow customers to
respond to posts, so the content can never be completely controlled. |
|
AACSB: Technology |
|
12. |
Of the types of social media identified
in the text, Flickr is considered a thought-sharing site. FALSE Flickr, the photo-sharing site, is an example of a media-sharing
site. |
|
AACSB: Technology |
Comments
Post a Comment