Marketing Chapter 16

Publicity-savvy companies respond to negative customer reviews by a. Addressing customer concerns. b. Removing the reviews from the company website. c. Asking satisfied customers to post reviews. d. Discrediting the customers who posted the reviews. (multiple)

a, c

Readers trust the opinions of bloggers because they believe that bloggers are a. Objective sources. b. Trained researchers. c. Subject experts. d. Brand representatives. (multiple)

a, c

Which factors make customers more likely to share a good experience with a product? a. A specific story to tell. b. Interest in marketing practices. c. Confidence in the product. d. A belief that sharing is worthwhile. (multiple)

a, c, d

Carl is the inventory of a kitchen gadget that is sold online. Which of the following are ethical for Carl to post? a. A negative review of a potato chip flavor he did not enjoy. b. A positive review of his own product in which he describes the product's uses. c. A negative review of a rival product he has not used. d. A positive review of a tool he used in creating his invention. (multiple)

a, d

Which of the following factors are believed to affect whether a promotion will go viral? a. Practical value b. Length c. Product price d. Emotion (multiple)

a, d

Why do companies care about customer-to-customer communication? a. Customers are more loyal if they are originally referred by friend for family members. b. Customers can easily be influenced by well-known product spokespeople. c. Customers who provide reviews can eliminated the need for a marketing department. d. Customers take recommendations from friend more seriously than recommendations from advertising. (multiple)

a, d

A retailer's web page that is used to drive desire and action for making a purchase is called a(n) ____________ page. a. Landing b. Product c. Education d. Blog (one)

b

Karen tries a new brand of soup and loves it. She tells all of her friends and coworkers about it. Karen is best described as a(n) a. BzzAgent b. Opinion leader c. Blogger d. Key marketer (one)

b

Social currency is a factor that can influence a. How long a promotion runs. b. Whether a promotion goes viral. c. Whether a company runs a promotion. d. How much a promotion costs. (one)

b

The biggest difference between BzzAgents and opinion leader is that BzzAgents a. Are marketing experts. b. Receive free products. c. Are paid employees. d. Have established careers. (one)

b

Websites and software applications that allow users to interact and share information and media with others in their network are known as a. Chat rooms b. Social media c. Pass-alongs d. Online collectives (one)

b

What is one way that companies build trust? a. Offering frequent discounts. b. Helping customers solve problems. c. Using actors as spokespeople. d. Creating viral videos. (one)

b

Which of the following is a benefit of owned media? a. Customers can easily avoid it. b. It has a relatively low cost. c. It allows for very little message control. d. It is the most trusted source of information. (one)

b

Which of the following is a common promotional objective for social media? a. Comparing costs of similar brands. b. Encouraging customers to increase their purchases. c. Researching how competitors treat customers. (one)

b

Infographics are designed to a. Address an academic audience. b. Grab attention. c. Simplify complex information. d. Generate sales leads. (multiple)

b, c

Consumers are often reluctant to recommend products for which of the following reasons? a. They are afraid that their friends will expect free products. b. They fear that the recommendation won't make them look good. c. They worry that friends will have a bad experience with the product. d. They are concerned that they will be perceived as unethical. (multiple)

b, c, d

Which of the following practices are considered unethical? a. The manager of a bookstore writes a negative review of a cleaning service that did a poor job. b. The manager for a mobile phone provider posts negative reviews of a competing service. c. An employee of a big box store posts a positive review of a movie he saw at the local theater. d. An executive for fast food chain posts a rave review of his company's new sandwich. (multiple)

b, d

The most frequently visited social media site is a. LinkedIn b. Twitter c. Instagram d. Facebook (one)

d

Which of the following is a challenge associated with earned media? a. There is a lot of message control. b. It is not trusted by consumers. c. It is generally very expensive. d. It can be negative toward the brand. (one)

d

Which of the following is a common consumer benefit provided by referral programs? a. Advanced notice of sales and promotions. b. Increased opportunity to give feedback. c. An invitation to a corporate event. d. A discount on future purchase. (one)

d

Which of the following is an example of many-to-many communication? a. A radio interview with the inventor of a new product. b. A television advertisement aired during a sporting event. c. An advertisement in a popular business magazine. d. A Facebook page created by a company for a specific product. (one)

d

True or False: Ethical companies automatically send their e-mail newsletter to all customers, regardless of how much they buy.

False

A brand community is a a. Group of customers with a shared interest. b. Place where customers interact with employees. c. Relationship between a company and the media. d. Group of companies that make similar products. (one)

a

A company starts an e-mail newsletter. Which of the following is an ethical practice? a. Requiring customers to sign up in order to receive the newsletter. b. Sending the newsletter to anyone who accesses the site. c. Enrolling all website visitors in a trial newsletter subscription. d. Sending courtesy copies of the newsletter to unsubscribed customers. (one)

a

A company that sells tires offers a free app to help travelers located gas stations with air pumps. This app is an example of a a. Branded service b. Pass-along c. Cross-over d. Viral promotion (one)

a

A hobby-store chain wants to show consumers that it is a trusted authority on crafting. Of the following, which would be the most helpful in accomplishing this goal? a. A white paper b. A viral video c. A landing page d. A branded app (one)

a

Companies create ____________ to show how their products have helped customers. a. Case studies b. Marketing reports c. Landing pages d. Focus groups (one)

a

Paid media are messages that a. A brand pays to have communicated. b. Consumers pay to access. c. Consumers are paid to watch. d. Are generated from a public relations event. (one)

a

The biggest difference between owned media and earned media is a. Who generates the media. b. The recipient of the media. c. Who accesses the media. d. The form of media used. (one)

a

The purpose of an online press room is to a. Make information easy for the press to access. b. Entice customers with shopper loyalty programs. c. Keep customers informed about upcoming sales. d. Create relationships with industry bloggers. (one)

a

The source of paid media is a a. Brand that wants to advertise. b. Designer who creates an ad campaign. c. Consumer who buys a product. d. Repeat customer (one)

a

There are no direct ______________ costs associated with promoting a company on sites such as Facebook or Twitter. a. Media b. Technology c. Maintenance d. Staffing (one)

a

Which of the following is an example of user-generated content? a. A customer's tweet about a new restaurant. b. A text message containing a coupon. c. A marketing brochure made by a company. d. A market research survey. (one)

a

A company that make cereal creates a Facebook page to advertise its newest product. This is an example of ________ media. a. Earned b. Owned c. Unethical d. Paid (one)

b

A company that wants to respond to individual customers' behavior should consider using a. Downloadable e-books and white papers. b. Marketing automation software. c. Integrated web and television campaigns. d. Well-placed Google advertisements. (one)

b

A blogger must disclose a. The location of each reader who posts a comment. b. How many unique visitors are reviewing his or her blog each day. c. Receiving any products from a company that he or she endorses. d. His or her education and training as a journalist. (one)

c

A landing page is a page that customers reach after a. Providing their contact information. b. Watching a promotional video. c. Clicking on a search result or other link. d. Making an online purchases. (one)

c

A program that rewards customers for recommending a company to their friends is called a _____________ program. a. Viral b. Pass-along c. Referral d. Mass-media (one)

c

An online advertisement that is shared millions of times because it is funny is an example of a ____________ promotion. a. Targeted b. Positioned c. Viral d. Social (one)

c

Because reporters often use the Internet to research stories, companies use ________ to attract attention online. a. Targeted e-mail newsletters b. Downloadable e-books c. Search engine optimization (one)

c

Companies can __________ editorial coverage by developing a newsworthy product. a. Buy b. Prevent c. Earn (one)

c

Companies often use __________ to connect with customers on a personal level. a. Infographics b. White papers c. Blogs d. Branded apps (one)

c

Many brand managers monitor events that interest their target audience in order to a. Lower the cost of public relations. b. Purchase advertising on popular social media sites. c. Draw attention to their brand by reacting to big events. (one)

c

Twitter is considered a microblogging service because a. There are fewer than 1 million regular users. b. Networks are limited to 100 followers. c. Messages are limited to 140 characters. d. It can be accessed only from mobile devices. (one)

c

What is an opinion leader? a. The first person to adopt a new form of technology. b. A person who is paid to write reviews of products. c. A person whose opinion is respected by consumers. d. The person who decides to continue using a product. (one)

c

Which of the following is an example of pass-along? a. A small-business owner visits a band website after hearing a radio ad for it. b. A bicyclist tries a new drink after getting a text from the company. c. A new mom raves to another new mom about a brand of a diaper. d. A teenager skips over the commercials while watching television. (one)

c

A company wants to share a white paper with potential clients and others in their industry. The company is most likely to post the white paper on a. Pinterest b. Instagram c. Twitter d. LinkedIn

d

A newsworthy product is most likely to earn positive editorial coverage if a. A company pays for advertising space. b. Many target retail chains agree to sell the product. c. The company promotes the item as a luxury product. d. The company launches a strong public relations campaign. (one)

d

Companies can use software to __________ and manage social media. a. Disable b. Amplify c. Create d. Monitor (one)

d

Companies use branded apps to a. Compare their products to those of competitors. b. Generate fees from mobile service providers. c. Replace traditional product websites. d. Create a positive reminder of their brand. (one)

d

E-mail newsletters are a way for marketers to a. Communicate with other industry leaders. b. Find potential new customers. c. Reach the majority of households in their market. d. Effectively target interest consumers. (one)

d

Product reviews influence consumers because they are a. Written by industry experts. b. Informed by market research. c. Entertaining to read. d. Seen as objective. (one)

d

Search engine optimization is used to a. Pay for ads that appear in search engine results. b. Stop unwanted spam. c. Develop a search engine that avoids advertisements. d. Design a website to rank high in search engine results. (one)

d

Social media has __________ pass-along. a. Complicated b. Eliminated c. Rewarded d. Amplified (one)

d