M Marketing 6th Edition by Dhruv Grewal – Test Bank

 

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Sample Test

M: Marketing, 6e (Grewal)

Chapter 3   Social and Mobile Marketing

 

1) The term social media refers exclusively to social networking sites like Facebook.

 

Answer:  FALSE

Explanation:  The term social media refers to the online and mobile technologies that distribute content or facilitate interpersonal interactions. Social networking sites like Facebook are just one form of social media.

Difficulty: 1 Easy

Topic:  Social Media Definition

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

2) Blogging tools (e.g., WordPress, Twitter) have proven to be an ineffective form of social media in helping marketers educate their potential customers.

 

Answer:  FALSE

Explanation:  Several social media tools, including blogs and blogging tools (e.g., WordPress, Twitter) are critical in helping marketers educate their potential customers. HubSpot (all-in-one marketing software), YouTube, as well as some lesser known options such as Roost and Schedulicity have also proven to be very effective.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

3) The focus of social media efforts targeted at customer interaction is building connections.

 

Answer:  TRUE

Explanation:  Social media use various firms that 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.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

4) The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.

 

Answer:  FALSE

Explanation:  The objectives of the 4E framework for social media are excite, educate, experience, and engage.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

5) Positive engagement through social media often makes customers more profitable for the firm.

 

Answer:  TRUE

Explanation:  Positively engaged customers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers do.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

6) The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

 

Answer:  TRUE

Explanation:  The impact of the dynamic effect of social media engagement is twofold. First, it describes the way in which information is exchanged to network participants through back-and-forth communications in an active and effective manner. Second, the dynamic effect expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

7) The connected effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaneously.

 

Answer:  FALSE

Explanation:  The network effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaneously.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

8) The Wheel of Social Media Engagement includes the following five effects as drivers of social media: Information, Connected, Network, Dynamic, and Timeliness.

 

Answer:  TRUE

Explanation:  A unifying framework, the Wheel of Social Media Engagement comprises the fundamental drivers of social media as five related effects. The authors propose that the hub is a repository of past and current social media engagements, and the circles around the wheel are the five effects that drive social media. The five effects are Information, Connected, Network, Dynamic, and Timeliness.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

9) A blog is an example of a thought-sharing site.

 

Answer:  TRUE

Explanation:  Blogs and microblogs are frequently used sites allowing users to share their thoughts.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

10) The three main types of social media are social-networking sites, blogs, and media-sharing sites.

 

Answer:  FALSE

Explanation:  The three main types of social media are social-networking sites, media-sharing sites, and thought-sharing sites. Blogs are a type of thought-sharing site.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

11) An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

 

Answer:  FALSE

Explanation:  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.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

12) Of the types of social media identified in the text, YouTube is considered a thought-sharing site.

 

Answer:  FALSE

Explanation:  YouTube, a video-sharing site, is an example of a media-sharing site.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

13) Now that more than 184 million people in the United States have smartphones, the use of mobile marketing has plateaued.

 

Answer:  FALSE

Explanation:  Now that more than 184 million people own smartphones, the use of mobile marketing has grown significantly. In fact, mobile app downloads increased from 180 billion in 2015 to approximately 286 billion annually by 2017.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

14) In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get those lives back. Candy Crush Saga is an example of a paid app.

 

Answer:  FALSE

Explanation:  Candy Crush Saga is an example of a freemium app, which is free to download but includes in-app purchases.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

15) When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the paid app.

 

Answer:  FALSE

Explanation:  When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the freemium app. Free apps with in-app purchases make up the vast majority of revenue from Apple’s App store in 8 of 10 app categories. According to Distimo, a research firm specializing in the mobile app market, 71 percent of apps in Apple’s AppStore implement a freemium pricing model, and 92 percent of revenues from Apple’s App Store and 98 percent from Google’s Play App Store come from freemium pricing.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

16) A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

 

Answer:  FALSE

Explanation:  Many mobile apps can meet several needs at once. MyFitnessPal, for example, serves a person’s need to accomplish fitness goals, but the app also has a social component that enables people to post their success.

Difficulty: 2 Medium

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

17) One of the seven primary needs that apps meet is the need to deliver.

 

Answer:  FALSE

Explanation:  There are seven primary needs that apps meet: the need to find “me” time, socialize, shop, accomplish, prepare, discover, and self-express.

Difficulty: 2 Medium

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

18) The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

 

Answer:  FALSE

Explanation:  The three-stage process firms use to engage their customers through social mobile media involves listening to what customers have to say, analyzing the information available through various touch points, and finally implementing (or doing) social media tactics to excite customers.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

19) In order for eHarmony to understand what its clients want, both in a service provider and in a mate, the company uses metrics such as the bounce rate.

 

Answer:  TRUE

Explanation:  The bounce rate refers to the percentage of times a visitor leaves a website almost immediately, such as after viewing only one page. Analyzing which pages are the most frequent entry and exit locations provides direction on how to make a website more effective.

Difficulty: 1 Easy

Topic:  Marketing Metrics

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

20) When designing a social media marketing campaign, the first step is to identify the target audience.

 

Answer:  FALSE

Explanation:  The first step should be to identify the strategy and goals for the program. The second step is to identify the target audience.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

21) The development of strong, eye-catching images and designs is important in the “monitor and change” step of developing a social media campaign.

 

Answer:  FALSE

Explanation:  Strong, eye-catching images and designs are important in the campaign development step (experiment and engage) of developing a social media campaign.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

22) More than 12 million of LinkedIn’s users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation.

 

Answer:  TRUE

Explanation:  More than 12 million of LinkedIn’s users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn’s professional association groups.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-05 Recognize and understand the three components of a social media strategy.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

23) The connected effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

 

Answer:  TRUE

Explanation:  The connected effect is an outcome of social media engagement that satisfies humans’ innate need to connect with other people. Individuals achieve this connection by checking in, posting a picture to Instagram, uploading a video to YouTube, or sharing a link to an article they have liked on Facebook.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

24) If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry’s followers, even though CoverGirl has fewer than 2,000 Twitter followers.

 

Answer:  TRUE

Explanation:  CoverGirl may have fewer than 2,000 Twitter followers, but one of its CoverGirls, Katy Perry, has more than 80 million. If Katy Perry tweets a close-up of her eyelashes, lengthened using her favorite CoverGirl mascara, CoverGirl will have instantly reached all her millions of followers.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

25) Marketers rely on three types of social media to achieve three objectives: First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, firms encourage customers to post product reviews.

 

Answer:  FALSE

Explanation:  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.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

26) The 4E framework of social media includes

1.   A) excite, educate, experience, engage.

2.   B) excite, educate, entertain, engage.

3.   C) expand, engage, educate, emphasize.

4.   D) emphasize, excite, educate, engage.

5.   E) expect, emphasize, educate, engage.

 

Answer:  A

Explanation:  The four elements of the 4E framework of social media do not include entertain, emphasize, expand, and expect.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

27) How does your text describe how social media firms help marketers connect with their customers?

1.   A) by helping firms appear more “hip” to customers

2.   B) by helping to facilitate content sharing and interpersonal interactions

3.   C) by helping firms establish an Internet presence

4.   D) by allowing customers to search for products more easily

5.   E) by allowing firms to capture customer information

 

Answer:  B

Explanation:  Social media use various firms that offer services or tools to help consumers and firms facilitate interpersonal interactions. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

28) Which objective of the 4E framework focuses on allowing customers the opportunity to download a sample or chapter of an e-book prior to purchasing it?

1.   A) engagement

2.   B) energy

3.   C) excitement

4.   D) experience

5.   E) education

 

Answer:  D

Explanation:  Allowing customers to experience a product or service, either directly or indirectly, is one of the objectives of the 4E framework of social media marketing.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

29) 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?

1.   A) Engagement

2.   B) Energizing

3.   C) Excitement

4.   D) Experiencing

5.   E) Educating

 

Answer:  A

Explanation:  In a sense, the first three Es set the stage for the last one: engaging the customer. With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

 

 

30) In terms of the 4E framework, in order for a firm’s offer to excite its targeted customers, the offer must be

1.   A) unique.

2.   B) relevant.

3.   C) substantial.

4.   D) easy to understand.

5.   E) tangible.

 

Answer:  B

Explanation:  To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

31) Reminding people what they already know best describes which of the 4E frameworks?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  E

Explanation:  When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate the offered benefits. Some of this information may be new, but in some cases, education is all about reminding people what they already know.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

32) 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?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  C

Explanation:  To excite customers, an offer must be relevant to its targeted customer. In some cases, location-based software and applications help bring the offer to the customers when they are in the process of making a purchase decision.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

33) While waiting in line to make a purchase at Target, Mitch sees signs reminding him to visit the company’s website for online specials and to sign up on his smartphone for the Target Circle Rewards Program. Other signs remind him that Target will match competitors’ prices on any item they sell. This is an example of which 4E framework?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  E

Explanation:  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. When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate offered benefits.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

34) Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers?

1.   A) Facebook

2.   B) Twitter

3.   C) LinkedIn

4.   D) HubSpot

5.   E) WordPress

 

Answer:  D

Explanation:  Several social media tools are critical in helping marketers educate their potential customers, such as blogs and blogging tools (e.g., WordPress and Twitter), HubSpot (all-in-one marketing software), YouTube, and Google+, as well as some lesser known options such as Roost or Schedulicity.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

35) 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?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  D

Explanation:  Trying out a product or service before purchasing it is an example of the experience aspect of the 4E framework. This provides a benefit for customers who may not have the time or ability to experience products in person—and can lead to immediate sales.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

36) 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?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  D

Explanation:  Gone are the days when consumers had to purchase a product in order to try it out. Social media offer various ways for consumers to experience a product before purchasing it. For example, YouTube and similar sites can come relatively close to simulating real, rather than virtual, experiences. Pinterest allows consumers to see a product used in various ways, and companies can even post pictures, how-to videos, and even step-by-step instructions for do-it-yourselfers.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

37) 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?

1.   A) Engage

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Educate

 

Answer:  A

Explanation:  Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. Such engagement can be negative or positive. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers do.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

38) 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?

1.   A) Educate

2.   B) Experience

3.   C) Engage

4.   D) Energize

5.   E) Excite

 

Answer:  E

Explanation:  Marketers use many kinds of social media-related offers to excite customers, including mobile applications and games to get the customers excited about an idea, product, brand, or company. Firms actively use social networks such as Facebook, Pinterest, and Google+ to communicate deals that are likely to excite consumers.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

39) Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

1.   A) Educate

2.   B) Energize

3.   C) Excite

4.   D) Experience

5.   E) Engage

 

Answer:  E

Explanation:  With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

40) An example of the ________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site, and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

1.   A) media

2.   B) information

3.   C) connected

4.   D) social

5.   E) interconnected

 

Answer:  B

Explanation:  BMW gained in-depth information about visitors to a popular Chinese social media site, and used that data to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

41) Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

1.   A) media

2.   B) information

3.   C) connected

4.   D) social

5.   E) interconnected

 

Answer:  C

Explanation:  People can connect by sharing different types of information, whether their location, the food they have consumed, exercises they have completed, or a news article they find interesting. And they achieve this connection by checking in, posting a picture to Instagram, uploading a video to YouTube, or sharing a link to an article they have liked on Facebook.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

42) Coca-Cola relies on ________ technology to offer their customers a free Coke at the moment they walk through a movie theater.

1.   A) network

2.   B) dynamic

3.   C) radar

4.   D) satellite

5.   E) beacon

 

Answer:  E

Explanation:  Many customers enjoy the timely interactions with firms when they engage with them at the point of purchase. To reach customers at the right time, Coca-Cola relies on beacon technology—that is, technology that allows companies to detect where customers (who have enabled the feature) are at each moment, through their smartphones.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

43) At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following?

1.   A) dynamic effect

2.   B) network effect

3.   C) connected effect

4.   D) interconnected effect

5.   E) information effect

 

Answer:  A

Explanation:  The dynamic nature of social media is a very efficient way to get information or to resolve disputes, and can provide the firm with insights into how to best provide a product or service in the future. Customers can communicate their level of satisfaction with an issue and suggest further actions to be taken.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-02 Understand the drivers of social media engagement.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

44) For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to

1.   A) encourage customers to engage with the firm and experience its products.

2.   B) stimulate excitement.

3.   C) develop customer education and engage with other users.

4.   D) develop customer education.

5.   E) energize customers and stimulate excitement for its products.

 

Answer:  A

Explanation:  Media-sharing sites (e.g., YouTube and Flickr) are excellent social media tools that provide customers visual experiences of customers or professionals who are using these goods and services, as well as provide customers an opportunity to engage with the firm and others.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

45) 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?

1.   A) YouTube

2.   B) LinkedIn

3.   C) Blog

4.   D) Instagram

5.   E) Google+

 

Answer:  C

Explanation:  In terms of the 4E framework, blogs are particularly effective at educating and engaging users, and in many cases enhance their experience with the products and services being discussed.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

46) When the luxury auto brand Mercedes-Benz needed to target affluent potential customers with the launch of its new E- and C-class models, it turned to ________ because its users spend more online—more than 2.5 times as much as an average U.S. consumer—which likely signals their relative affluence.

1.   A) Facebook

2.   B) LinkedIn

3.   C) Twitter

4.   D) Flickr

5.   E) Google+

 

Answer:  B

Explanation:  To inspire a high level of involvement, Mercedes employed LinkedIn’s platform to give away a new C-class car. Facebook undoubtedly has the most users of all social networking sites, but LinkedIn’s users, despite representing a smaller network, spend more online—more than 2.5 times as much as an average U.S. consumer—which likely signals their relative affluence.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Understand

AACSB:  Analytical Thinking

Accessibility:  Keyboard Navigation

 

47) Staples provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the ________ aspect of the 4E framework of social media marketing.

1.   A) engage

2.   B) energize

3.   C) excite

4.   D) experience

5.   E) educate

 

Answer:  C

Explanation:  Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the excitement aspect of the 4E framework of social media marketing. For instance, Staples may provide loyal customers a relevant coupon based on previous purchases through their mobile phone, while they are in the store—a hopefully exciting experience.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of social media marketing.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

48) Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and

1.   A) software application sites.

2.   B) product review sites.

3.   C) corporate websites.

4.   D) media-sharing sites.

5.   E) social bookmarking sites.

 

Answer:  D

Explanation:  The three categories of social media that marketers rely on are social networking sites (like Facebook or LinkedIn), thought-sharing sites (encompassing various types of blogs), and media-sharing sites (like YouTube and Instagram).

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

49) Marketers rely on social media to achieve three objectives: members promoting themselves to gain more friends, sites promoting to get more members, and

1.   A) members paying to view sites.

2.   B) potential customers paying to view sites.

3.   C) outside companies promoting their products and services to appeal to potential customers.

4.   D) members promoting sites to gain more friends.

5.   E) outside companies promote to the social media site to gain potential customers.

 

Answer:  C

Explanation:  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.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

50) LinkedIn is an example of which type of social media site?

1.   A) social networking

2.   B) media sharing

3.   C) thought sharing

4.   D) photo sharing

5.   E) corporate blogging

 

Answer:  A

Explanation:  LinkedIn is a social networking site.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

51) Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

1.   A) entertainment marketers

2.   B) photo enthusiasts

3.   C) small-business owners

4.   D) athletes

5.   E) journalists and bloggers

 

Answer:  C

Explanation:  More than 12 million of LinkedIn’s users are small-business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn’s professional association groups.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

52) Why is YouTube so appealing for retailers seeking to engage and educate their customers?

1.   A) Its “Communities” feature lets people interested in similar topics form their own groups on the site.

2.   B) Its “Hangouts” feature allows brands to post live product demonstrations.

3.   C) It has the most monthly active users than any other social media site, which gives companies a forum for interacting with their fans.

4.   D) Its unique “wall” feature allows companies to post company updates, photos, and videos about their products.

5.   E) Companies can broadcast from their own channels and feature content relevant only to their specific products.

 

Answer:  E

Explanation:  Companies can broadcast from their own channels—that is, a YouTube site that contains content relevant only to the company’s own products. And, because YouTube is owned by Google, its videos show up prominently in Google searches, making it an appealing vehicle for retailers.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

53) Instagram is an example of which type of social media site?

1.   A) microblogging

2.   B) social networking

3.   C) thought sharing

4.   D) media sharing

5.   E) social bookmarking

 

Answer:  D

Explanation:  Instagram is a media-sharing site.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

54) YouTube is an example of which type of social media site?

1.   A) microblogging

2.   B) media sharing

3.   C) thought sharing

4.   D) social networking

5.   E) social bookmarking

 

Answer:  B

Explanation:  YouTube is a media-sharing site where users upload, share, and view videos.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

55) The company Forever 21 posts company updates, photos, and videos, and participates in a discussion board on its “wall.” The social media site used is

1.   A) Twitter.

2.   B) Facebook.

3.   C) Instagram.

4.   D) Google+.

5.   E) LinkedIn.

 

Answer:  B

Explanation:  On Facebook, more than 1.5 billion monthly active users give companies a forum for interacting with their fans. Thus Facebook not only ensures individual users a way to connect with others, but it also gives marketers the ability to target their audience carefully. Companies have access to the same features that regular users do, including a “wall” where they can post company updates, photos, and videos or participate in a discussion board.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

 

 

56) 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

1.   A) microblogging.

2.   B) media sharing.

3.   C) thought sharing.

4.   D) professional networking.

5.   E) social bookmarking.

 

Answer:  A

Explanation:  Twitter is an example of a microblogging site.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

57) This type of thought-sharing site typically provides the highest level of control for companies.

1.   A) professional blog

2.   B) corporate blog

3.   C) personal blog

4.   D) Flickr

5.   E) Google+

 

Answer:  B

Explanation:  Corporate blogs, which are created by the companies themselves, have the highest level of control because to a large degree, they can control the content posted on them.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

58) From a marketing perspective, what role is played by professional bloggers?

1.   A) engaging customers on behalf of companies

2.   B) introducing new products to the marketplace

3.   C) sharing videos and photos of products

4.   D) recruiting employees

5.   E) reviewing and giving product and service recommendations

 

Answer:  E

Explanation:  Professional bloggers review products and give recommendations on products and services. Consumers seem to trust professional bloggers’ reviews much more than corporate blogs and other more traditional media, like advertising.

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

59) Of the various types of blogs, which one do marketers have the lowest level of control over?

1.   A) personal

2.   B) corporate

3.   C) professional

4.   D) corporate microblogs

5.   E) professional microblogs

 

Answer:  A

Explanation:  Personal blogs are written by people who receive no products or remuneration for their efforts. Thus, of the three types of blogs, marketers have the lowest level of control over this type.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

60) To drive awareness about serious problems in the developing world, the nonprofit organization Water is Life launched a “Hashtag Killer” campaign. This campaign posted videos on YouTube of Haitians reading tweets to excite individuals to donate to their cause. This was an example of

1.   A) an experimental, media-sharing site.

2.   B) a website where users can work together to create documents.

3.   C) a site offering analytical information about website usage.

4.   D) the use of the microblog site Twitter.

5.   E) a video-sharing site intended for businesses.

 

Answer:  D

Explanation:  A microblog uses short sentences, short videos, or individual images. The most popular microblogging site is Twitter. The Water is Life campaign was a huge success; it invoked the engagement of citizens of wealthier nations and garnered enough donations to ensure that people in less developed locations would enjoy more than 1 million days of clean water.

Difficulty: 1 Easy

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

61) Suppose that Nike wanted to use Facebook to increase awareness of a new line of running shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned running in their profiles?

1.   A) uploading a coupon to the Nike fan page

2.   B) encouraging users to “like” the Nike Facebook page

3.   C) run a display “Facebook ad” of the new running shoe

4.   D) creating a “Shop Now” link on its Facebook page

5.   E) placing a Facebook link on the Nike corporate website

 

Answer:  C

Explanation:  Display advertising with “Facebook ads” targets specific groups of people according to their profile information, browsing histories, and other preferences.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

62) What is a microblog?

1.   A) a blog whose owner doesn’t post very often

2.   B) a blog that supports only links to other posts

3.   C) a blog run by a small business

4.   D) a blog service that supports only short posts

5.   E) a blog that targets a very small consumer group

 

Answer:  D

Explanation:  As the name implies, a microblog differs from a traditional blog in size—a microblog uses short sentences, short videos, or individual images. The most popular microblogging site, Twitter, provides another option for companies to their customers by providing corporate and product information, and to engage them by providing a platform for two-way communications

Difficulty: 2 Medium

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

63) Southwest Airlines operates a blog called Nuts About Southwest. 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. Nuts About Southwest is an example of a

1.   A) corporate blog.

2.   B) network blog.

3.   C) personal blog.

4.   D) professional blog.

5.   E) social blog.

 

Answer:  A

Explanation:  Corporate blogs are blogs operated by companies in order to engage their customers.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

64) 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.

1.   A) professional; network

2.   B) professional; personal

3.   C) personal; professional

4.   D) personal; social

5.   E) social; network

 

Answer:  C

Explanation:  By receiving free merchandise in return for reviews, Jordan’s blog has moved from a personal blog to a professional blog.

Difficulty: 3 Hard

Topic:  Social Media as part of the Marketing Plan

Learning Objective:  03-03 Understand the types of social media.

Bloom’s:  Apply

AACSB:  Knowledge Application

Accessibility:  Keyboard Navigation

 

65) All of the following are primary needs that apps meet except the need to

1.   A) find “me time.”

2.   B) socialize.

3.   C) shop.

4.   D) share.

5.   E) discover.

 

Answer:  D

Explanation:  There are seven primary needs that apps meet: the need to find “me time,” socialize, shop, accomplish, prepare, discover, and self-express.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

66) Which of the following is a pricing model for apps discussed in your text?

1.   A) cost-plus

2.   B) ad-supported

3.   C) premium

4.   D) per-use

5.   E) data-driven

 

Answer:  B

Explanation:  The four types of pricing models for apps are ad-supported, freemium, paid apps, and paid apps with in-app purchases.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

67) Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

1.   A) need for “me time”

2.   B) need for socializing

3.   C) need for shopping

4.   D) need for accomplishing

5.   E) need for self-expression

 

Answer:  A

Explanation:  Although we need to organize, accomplish, and socialize, we also need to have time set aside just for us—to be unproductive. The most popular need is all about entertainment and relaxation, that is, “me time.” Not surprisingly, people spend nearly half their time on their smartphone seeking fun.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

 

 

 

68) In a process called ________, a customer visits a store to touch, feel, and even discuss a product’s features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

1.   A) deal-finding

2.   B) window-shopping

3.   C) highlighting

4.   D) matching

5.   E) showrooming

 

Answer:  E

Explanation:  Shoppers want to shop anytime they choose. In a process called showrooming, a customer visits a store to touch, feel, and even discuss a product’s features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

Difficulty: 1 Easy

Topic:  Technological Environment

Learning Objective:  03-04 Understand various motivations for using mobile applications and how they are priced.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation