Marketing 7th Edition by Dhruv Grewal – Test Bank
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Sample Test
Marketing, 7e (Grewal)
Chapter 3 Digital Marketing: Online, Social, and
Mobile
1) The term social
media refers exclusively to social networking sites like
Facebook.
Answer: FALSE
Explanation: The term social media refers to online and
mobile technologies that distribute content to facilitate interpersonal
interactions, with the assistance of various firms that offer platforms,
services, and tools to help consumers and firms build their connections. Through
these connections, marketers and customers share information of all forms—from
personal assessments and thoughts about products or images, to uploaded
personal pictures, music, and videos.
Difficulty: 1 Easy
Topic: Social Media Definition
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
2) Firms actively use social networks such as Facebook,
Pinterest, and WhatsApp to communicate deals that are likely to engage
consumers.
Answer: FALSE
Explanation: Firms actively use social networks such as
Facebook, Pinterest, and WhatsApp to communicate deals that are likely to
excite, not engage, consumers.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital 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: The term social media refers to online and
mobile technologies that distribute content to facilitate interpersonal
interactions, with the assistance of various firms that offer platforms,
services, and tools to help consumers and firms build their connections.
Through these connections, marketers and customers share information of all
forms—from personal assessments and thoughts about products or images, to
uploaded personal 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
digital marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
4) The objectives of the 4E framework for digital marketing 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
digital 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.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital 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: 03-03 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: 03-03 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: 03-03 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: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
10) The most popular microblogging site is Google Analytics.
Answer: FALSE
Explanation: Google Analytics is an example of marketing
analytic software. One of the most popular microblogging sites is Twitter.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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 created by the companies
themselves are central to their digital marketing efforts. These blogs
can educate customers
as they discuss their products or services, and create excitement when
they promote special offers. Although they do not have control over customers’
posts, and sometimes the customers’ posts are negative, this two-way dialog
with end users is very engaging.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
12) Twitter is considered a corporate blog.
Answer: FALSE
Explanation: Twitter is considered a microblog, not a
corporate blog.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical elements
of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
13) In the United States, 77 percent of adults own a smartphone
and more than half of them make purchases on these devices.
Answer: TRUE
Explanation: This is correct. In the United States, 77
percent of adults own a smartphone and more than half of them make purchases on
these devices. Almost 200 billion apps were downloaded globally in 2017, and
customers spent more than $86 billion, even though nearly 93 percent of apps
downloaded are free.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
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 all five 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.
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. Freemium apps are apps that are free to download but include
in-app purchases that enable the user to enhance an app or game. 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. This is where in-app purchases come
in. For just $0.99, you can get all five lives back immediately so you can keep
playing. Candy Crush
Saga is estimated to earn the developer about $1 million a day in revenue
from in-app purchases.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
16) A disadvantage of the current design of mobile apps like
MyFitnessPal 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, allows users to track their daily exercise,
calories, and weight loss, and its social component enables people to post
their successes. This app also can interact with Fitbit, Jawbone UP, and
iHealth Wireless Scales.
Difficulty: 2 Medium
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
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.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
18) The three-stage process that firms use to engage customers
through social, online, and mobile media involves listening, analyzing, and
correcting.
Answer: FALSE
Explanation: The three-stage process firms use to engage their
customers through social, online, and 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
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
19) eHarmony used metrics such as the bounce rate to understand
what its clients want, both in a service provider and in a mate.
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
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
20) When designing a digital 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
components of a digital marketing 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 digital marketing
campaign.
Answer: FALSE
Explanation: Strong, eye-catching images and designs are
important in the campaign development step (experiment and engage) of
developing a digital marketing campaign.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
22) Sentiment analysis allows marketers to analyze data from
content sites like Facebook, Twitter, online blogs, and reviews to collect
consumer comments about companies and their products.
Answer: TRUE
Explanation: Sentiment analysis allows marketers to
analyze data from these sources to collect consumer comments about companies
and their products. The data are then analyzed to distill customer attitudes
and preferences, including reactions to specific products and campaigns.
Difficulty: 2 Medium
Topic: Technological Environment
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
23) What 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?
1. A)
timelessness effect
2. B)
dynamic effect
3. C)
network effect
4. D)
information effect
5. E)
connected effect
Answer: E
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: 03-03 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 Cover Girl mascara product, then Cover Girl will have instantly
reached all her millions of followers. What effect of social media engagement
is this an example of?
1. A)
timelessness effect
2. B) dynamic
effect
3. C)
network effect
4. D)
information effect
5. E)
connected effect
Answer: C
Explanation: If Katy Perry tweets a close-up of her
eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl
will have instantly reached all her millions of followers. This is an example
of the network effect.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-03 Understand the drivers of social
media engagement.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
25) Thought-sharing sites are particularly effective for
creating
1. A) a
sense of community.
2. B)
excitement.
3. C)
additional sales.
4. D)
engaging content.
5. E)
potential customers.
Answer: A
Explanation: Thought-sharing sites are particularly
effective for creating a sense of community, whether they take the form of
personal, corporate, professional, or micro blogs.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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 incorrect answers do not include the four
correct elements of the 4E framework of social media. The four elements 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
digital marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
27) According to your text, how do social media technologies
help marketers connect with their customers?
1. A) by
helping firms appear more “hip” to customers
2. B) by
helping build connections between customers and firms
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: The term social media refers to online and
mobile technologies that distribute content to facilitate interpersonal
interactions, with the assistance of various firms that offer platforms,
services, and tools to help consumers and firms build their connections.
Through these connections, marketers and customers share information of all
forms—from personal assessments and thoughts about products or images, to
uploaded personal 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
digital marketing.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
28) The 4E framework for social media guides marketers in using
social media effectively to build and deepen customer relationships. All of the
following are included in the 4E framework except
1. A)
engagement.
2. B)
energy.
3. C)
excitement.
4. D)
experience.
5. E)
education.
Answer: B
Explanation: The 4E framework includes exciting the
customer, educating the
customer, offering ways for the customer to experience the product or service,
and engaging the
customer.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
29) Dustin 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 Dustin 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
digital 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
digital marketing.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
31) 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?
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. 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: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
32) While waiting to be seated at a restaurant, Jason receives a
customer loyalty coupon through an app on his 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
digital marketing.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
33) While waiting in line to make a purchase at Best Buy, Janice
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 4E framework?
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 offered benefits. This is an example of
educating the customer.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
34) What type of marketing pertains to all online marketing
activities?
1. A)
Internet
2. B)
social media
3. C)
mobile
4. D)
digital
5. E)
channel
Answer: D
Explanation: Digital marketing pertains to all online
marketing activities, which includes all digital assets, channels, and media,
spanning not just online but also social media and mobile marketing.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
35) Jose 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, Jose 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. Being
able to experience a product or service before buying it has expanded the
market significantly.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital 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 digital marketing, 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: Today, consumers can download a chapter of a
new book to their tablet before buying it. They can try out a software option
for a month before buying it. They often view tutorials on everything from how
to purchase caviar to how cowboy boots are made. Being able to experience a
product or service before buying it has expanded the market significantly.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital marketing.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
37) Andrew’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 Andrew’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.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-01 Describe the 4E framework of
digital 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 “apps”
and games to get the customers excited about an idea, product, brand, or
company. Firms actively use social networks such as Facebook, Pinterest, and
WhatsApp 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
digital 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
digital 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: 03-03 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: 03-03 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: 03-03 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: 03-03 Understand the drivers of social
media engagement.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
44) For companies, what digital marketing tool can both educate
and excite customers?
1. A)
corporate blog
2. B)
microblog
3. C)
weblog
4. D)
professional blog
5. E)
personal blog
Answer: A
Explanation: Corporate blogs created by the companies
themselves are central to their digital marketing efforts. These blogs
can educate customers
as they discuss their products or services, and create excitement when
they promote special offers.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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)
Twitter
2. B)
LinkedIn
3. C)
blog
4. D)
Instagram
5. E)
Facebook
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: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
46) Mercedes-Benz bypassed Facebook for ________ for its social
media campaign since its professional audience is more in line with Mercedes’
target customer base.
1. A)
Amazon
2. B)
LinkedIn
3. C)
Twitter
4. D)
YouTube
5. E)
Google Analytics
Answer: B
Explanation: Mercedes-Benz bypassed Facebook for LinkedIn
for its social media campaign since its professional audience is more in line
with Mercedes’ target customer base.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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
digital 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 digital 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
digital marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
48) Manufacturers, retailers, and service providers have created
and maintain websites, blogs, and ________to enable customers to interact with
them over the Internet.
1. A)
software applications
2. B)
product reviews
3. C)
hardware applications
4. D) a
social media presence
5. E)
social bookmarks
Answer: D
Explanation: Nearly all manufacturers, retailers, and
service providers in operation today have created and maintain websites, blogs,
and a social media presence (such as on Facebook or Twitter) to enable
customers to interact with them over the Internet.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
49) Which of the following is the most powerful and influential
online marketer in the United States?
1. A)
YouTube
2. B)
Google
3. C)
Amazon
4. D)
Facebook
5. E)
Twitter
Answer: C
Explanation: Arguably the most powerful and influential
online marketer in the United States, the firm that strives to be “earth’s most
customer-centric company; to build a place where people can come to find and
discover anything they might want to buy online,” is Amazon.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
50) Twitter is an example of what type of blog?
1. A)
microblog
2. B)
corporate blog
3. C)
personal blog
4. D)
weblog
5. E)
professional blog
Answer: A
Explanation: Twitter is an example of a microblog.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical elements
of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
51) The most loyal customers use
1. A)
websites.
2. B)
mobile apps.
3. C)
multiple channels.
4. D)
desktop computers.
5. E)
in-store channels.
Answer: C
Explanation: The most loyal customers use multiple
channels. Customers thus demand that firms offer them a range of options,
consistently and constantly, so that they can pick and choose the channel from
which to purchase at any specific time.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
52) Which of the following would be considered informational
content on a website?
1. A)
design
2. B)
navigation
3. C)
font
4. D)
color
5. E)
audio
Answer: E
Explanation: The information content on the site (text,
graphics, video, and audio) is critical to being successful with the 4Es of
digital marketing.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
53) Which of the following is a traditional contextual element
of website design?
1. A)
graphic
2. B)
video
3. C)
audio
4. D)
color
5. E)
text
Answer: D
Explanation: The second element of website design involves
the traditional contextual elements, such as design (e.g., color, font) and
navigation.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
54) What is the basis of any marketing strategy?
1. A)
content
2. B)
goals
3. C)
community
4. D)
commerce
5. E)
connection
Answer: B
Explanation: The basis of any marketing strategy is its
goals.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
55) What Amazon innovation might suggest replenishment of a
previously ordered item, facilitate the purchase of a tool that the shopper is
missing for a DIY project, or even recommend alternatives to consistently
purchased products and brands?
1. A)
Spark
2. B)
Alexa
3. C)
Amazon ecosystem
4. D)
Pinterest
5. E)
Twitter
Answer: B
Explanation: Amazon’s influence spreads far beyond its
increasingly important URL. New marketing innovations are emerging for the Echo
service, such that Alexa can prompt consumers to purchase various items.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
57) This type of blog typically provides the highest level of
digital marketing control for companies.
1. A) professional
blog
2. B)
corporate blog
3. C)
personal blog
4. D)
microblog
5. E)
weblog
Answer: B
Explanation: Corporate blogs created by the companies
themselves are central to their digital marketing efforts. These blogs
can educate customers
as they discuss their products or services, and create excitement when
they promote special offers. Although they do not have control over customers’
posts, and sometimes the customers’ posts are negative, this two-way dialog
with end users is very engaging.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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—except when they realize that professional
bloggers are being compensated for positive reviews.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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 created by and usually for
individuals, with relatively few marketing implications. Thus, of the 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: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
60) What is Spark?
1. A) an
experimental, advanced search engine
2. B) a
website where users can work together to create documents
3. C) a
site offering analytical information about website usage
4. D) a
social networking site
5. E) a
video-sharing site intended for businesses
Answer: D
Explanation: Amazon’s new commercially oriented social
network Spark (which seeks to combine the recommendations of Pinterest with the
ease of Instagram), remunerates influential social media actors for posting
their submissions, suggestions, and reviews.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
61) Which of the following encourages visitors to delve deeper
into a website, to explore other pages and, in general, spend more time on the
site?
1. A)
downloadable bar codes
2. B)
mobile apps
3. C)
call-to-action buttons
4. D)
corporate blogs
5. E)
posted videos
Answer: C
Explanation: Call-to-action buttons such as Buy Now, Learn
More, or Show Your Support encourage visitors to delve deeper into a website,
to explore other pages and, in general, spend more time on the site.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
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 that allows people to share their thoughts, opinions, and feelings
5. E) a
blog that targets a very small consumer group
Answer: D
Explanation: Whereas they previously might have been
confined to a journal or diary, kept hidden in a person’s room, blogs (from
“weblog”) or microblogs (e.g., Twitter) allow people to share their thoughts,
opinions, and feelings with the entire world.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
63) American Express operates a blog called American Express Open Forum, where
business experts share their wisdom in various posts. The information is both
engaging and educational. American
Express Open Forum 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 created by
companies in order to engage their customers.
Difficulty: 3 Hard
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
64) Isabel 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, Isabel’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: 03-02 Examine the seven critical
elements of online marketing.
Bloom’s: Apply
AACSB: Knowledge Application
Accessibility: Keyboard Navigation
65) All of the following are primary needs that apps meet except
1. A)
the need to find “me time.”
2. B)
the need to socialize.
3. C)
the need to shop.
4. D)
the need to share.
5. E)
the need to 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.
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.
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. 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.
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.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
69) Which of the following apps would help consumers fulfill
their “need to accomplish”?
1. A)
Snapchat
2. B)
Google Calendar
3. C)
Flipboard
4. D)
MyFitnessPal
5. E)
SkyMap
Answer: D
Explanation: The need to accomplish means that people seek
to manage their finances, improve their health, or become more productive
through apps. MyFitnessPal allows users to track their daily exercise,
calories, and weight loss, and its social component enables people to post
their successes.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
70) Apps like calendars, trip planners, and flight trackers help
consumers fulfill which primary motivation?
1. A) to
prepare
2. B) to
accomplish
3. C) to
discover
4. D) to
work
5. E) to
organize
Answer: A
Explanation: Calendars, flight trackers, and trip planning
apps help consumers meet their need to prepare.
For example, Google Trips helps people plan vacations by storing and organizing
all their travel information, such as flight itineraries and hotel
reservations.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
71) ________ are free to download, but appear as ads on the
screen; they generate revenue while users interact with the app.
1. A)
Ad-supported apps
2. B)
Freemium apps
3. C)
In-app purchases
4. D)
Paid apps
5. E)
Paid apps with in-app purchases
Answer: A
Explanation: Ad-supported apps are free to download, but
appear as ads on the screen. They generate revenue while users interact with
the app. Although there are many of these types of apps, the majority of app
revenue is generated from other forms of pricing models.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
72) Which app pricing model is used by the app Candy Crush Saga?
1. A)
ad-supported apps
2. B)
freemium apps
3. C) in-app
purchases
4. D)
paid apps
5. E)
paid apps with in-app purchases
Answer: B
Explanation: Freemium apps are apps that are free to
download but include in-app purchases that enable the user to enhance an app or
game. 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. This is
where in-app purchases come in. For just $0.99, you can get all five lives back
immediately so you can keep playing. Candy
Crush Saga is estimated to earn the developer about $1 million
a day in
revenue from in-app purchases.
Difficulty: 1 Easy
Topic: Technological Environment
Learning Objective: 03-04 Understand various motivations
for using mobile applications.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
73) The elements of the digital marketing engagement process
are.
1. A)
listening, reacting, and correcting.
2. B)
exciting, listening, and doing.
3. C)
analyzing, developing, and engaging.
4. D)
listening, engaging, and evaluating.
5. E)
listening, analyzing, and doing.
Answer: E
Explanation: The three-stage process for digital marketing
engagement involves listening to
what customers have to say, analyzing the
information available through various touch-points, and 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
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
74) Companies can find out a lot about customers using sentiment
analysis on sites like Facebook and Twitter, or put another way, by
1. A)
reacting.
2. B)
exciting.
3. C)
engaging.
4. D)
listening.
5. E) educating.
Answer: D
Explanation: Using a technique known as sentiment
analysis, marketers can analyze the content found on sites like Facebook,
Twitter, and online blogs and reviews to assess the favorableness or
unfavorableness of the sentiments.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
75) 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
1. A)
conversion rate.
2. B)
extended network.
3. C)
bounce rate.
4. D)
hits.
5. E)
click paths.
Answer: A
Explanation: The conversion rate is a measure that
indicates what percentage of visitors or potential customers act as the
marketer hopes, whether by clicking, buying, or donating. Not only does it
measure how well the site is achieving its goals, it can also signal a serious
problem.
Difficulty: 2 Medium
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
76) 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
1. A)
the number of people who entered the contest.
2. B)
the number of people who entered the contest plus the number of people who
visited the page describing the contest.
3. C)
the number of people who visited the page describing the contest.
4. D)
the percentage of visitors to the page describing the contest who entered the
contest.
5. E)
the percentage of fans of the company’s page who learned about the contest.
Answer: D
Explanation: The conversion rate is a measure that
indicates what percentage of visitors or potential customers act as the
marketer hopes, whether by clicking, buying, or donating. Not only does it
measure how well the site is achieving its goals, it can also signal a serious
problem. Sites with low conversion rates could possibly not be doing a good job
of persuading visitors to take action, or are possibly not doing a good job of
attracting the right kind of site visitor (i.e., the appropriate target
market).
Difficulty: 3 Hard
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
77) 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
1. A)
Google Analytics.
2. B)
sentiment analysis.
3. C)
click path analysis.
4. D)
keyword analysis.
5. E)
bounce rate.
Answer: B
Explanation: Sentiment analysis analyzes data from a
variety of social media sites to collect consumer comments about products,
services, or (in this case) promotional campaigns.
Difficulty: 3 Hard
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
78) Despite its vivid design, the website for Molly’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?
1. A)
sentiment analysis
2. B)
page views
3. C)
bounce rates
4. D)
keyword analysis
5. E)
mobilization rates
Answer: C
Explanation: Digital marketers use metrics such as the
bounce rate, which refers to the percentage of times a visitor leaves the site
almost immediately, such as after viewing only one page. This would be the most
helpful for the bookstore owner.
Difficulty: 3 Hard
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
79) Companies that specialize in sentiment analysis are least likely to
look at ________ for data.
1. A)
personal blogs
2. B)
Facebook
3. C)
Twitter
4. D)
YouTube
5. E)
online reviews
Answer: D
Explanation: Marketers analyze the content found on sites
like Facebook, Twitter, online blogs, and online reviews to assess the
favorability or unfavorability of the sentiments.
Difficulty: 1 Easy
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
80) One measure of traffic from visitors on sites, the total
requests for a page, is measured in units called
1. A)
clickers.
2. B)
hits.
3. C)
paths.
4. D)
tweets.
5. E)
impressions.
Answer: B
Explanation: Measures of website traffic include hits
(i.e., total requests for a page), visits to a particular site or page, unique
visitors to the site, and page views.
Difficulty: 1 Easy
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
81) William 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 William use
to analyze data from his competitor’s websites, particularly to learn how
people search for similar products online?
1. A)
click path data
2. B)
sentiment analysis
3. C)
social influence
4. D) keyword
analysis
5. E)
budget analysis
Answer: D
Explanation: With information obtained from keyword
analysis, marketers can refine their websites by choosing keywords to use on
their site that their customers use.
Difficulty: 3 Hard
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Apply
AACSB: Technology
Accessibility: Keyboard Navigation
82) What is a bounce rate?
1. A)
how users proceed through information on the site
2. B)
percentage of times a visitor leaves the site after viewing one page
3. C)
measure that indicates what percentage of visitors or potential customers act
as the marketer hopes
4. D)
number of unique visitors to the site
5. E)
amount of traffic on the site
Answer: B
Explanation: The bounce rate refers to the percentage of
times a visitor leaves the site almost immediately, such as after viewing only
one page.
Difficulty: 2 Medium
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Technology
Accessibility: Keyboard Navigation
83) How is the cost to companies and entrepreneurs using Google
Analytics calculated?
1. A) a
few cents per 100 hits
2. B)
correlation to conversion rates of website
3. C)
flat fee
4. D)
free for individuals; corporate rates based on usage
5. E)
free for everyone
Answer: E
Explanation: Google Analytics offers a sophisticated,
in-depth form of analysis, all for free.
Difficulty: 1 Easy
Topic: Marketing Metrics
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Technology
Accessibility: Keyboard Navigation
84) The first step in the process of creating a digital
marketing campaign is to
1. A)
develop a budget.
2. B)
identify the target audience.
3. C)
set goals.
4. D)
design the elements of the campaign.
5. E)
monitor the program.
Answer: C
Explanation: The first step is to identify a strategy and
goals.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
85) The final step in the process of creating a digital
marketing campaign is to
1. A)
develop a budget.
2. B)
identify the target audience.
3. C)
set goals.
4. D)
design the elements of the campaign.
5. E)
monitor the program.
Answer: E
Explanation: The final step is to review the success of
the campaign and make changes as necessary.
Difficulty: 1 Easy
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Remember
AACSB: Analytical Thinking
Accessibility: Keyboard Navigation
86) When developing a digital marketing campaign, what is unique
about the copy and images to be used that is more critical with social media
that other forms of IMC?
1. A)
They need to be humorous.
2. B)
They need to be updated almost constantly.
3. C)
They need to feature only young actors.
4. D)
They must appear only in color (not black and white).
5. E)
They must appeal to a diverse, multicultural audience.
Answer: B
Explanation: An aspect that is more critical with social
media than other forms of integrated marketing communications (IMC) is that the
images and messages need to be updated almost constantly. Because people expect
changing content online, it would be inappropriate to run the same campaign for
several months.
Difficulty: 2 Medium
Topic: Social Media as Part of the Marketing Plan
Learning Objective: 03-05 Recognize and understand the
components of a digital marketing strategy.
Bloom’s: Understand
AACSB: Communication
Accessibility: Keyboard Navigation
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