MKT 21 Quiz Kotler
A key for success in online communities is creation of individual activities and ________ that help form bonds among community members. A.group activities B.innovation C.samples D.research E.information flow
A A key for success in online communities is creation of individual and group activities that help form bonds among community members. Information flow in online communities and forums is two-way and can provide companies with useful, hard-to-get customer information and insights.
Which online marketing communication option is designed to express a company's purpose, history, and vision? A.Web sites B.E-mail C.Display ads D.Search engine optimization ads E.Search ads
A Companies must design Web sites that embody or express their purpose, history, products, and vision and that are attractive on first viewing and interesting enough to encourage repeat visits. To encourage repeat visits, companies must pay special attention to context and content factors and embrace another "C"long dash constant change.
A key for success for online communities is to __________ that help form bonds among community members. A.create individual and group activities B.ask visitors opinions and require feedback C.require responses D.create open forums E.require members to take action or react
A One of the keys to online success is to create individual and group activities that help form bonds between the members. Information flow in online communities and forums is two-way and can provide companies with useful, hard-to-get customer information and insights.
With user-generated content sites such as YouTube, Vimeo, and Google Video, consumers and advertisers can use ________ to share with millions of people. A.mobile marketing B.viral marketing C.word-of-mouth marketing D.buzz E.blogs
B Viral marketing is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online. It's worth remembering that much online content is not necessarily naturally shared and does not go viral.
BzzAgent, a word-of-mouth media network, launched its analytics dashboard Pulse, which combines social media information with ________ to trace the influence of word-of-mouth buzz. A.consumer product ratings B.sales data C.Twitter tweets D.Facebook likes E.profits
B IHERB HOW MANY REVIEWS Boston-based BzzAgent has assembled an international word-of-mouth media network powered by 1 million demographically diverse but essentially ordinary people who volunteer to talk up products they deem worth promoting. After being acquired by Dunhumby, BzzAgent launched its analytics dashboard Pulse, which combines social media information with actual sales data to trace the influence of word-of-mouth buzz.
____________________ are created by marketers, consumers, or groups of consumers in the context of social media to discuss special interests related to a company's products and services. A.Twitter posts B.Online communities and forums C.Social networks D.CafeMom posts E.Blogs
B Online communities and forums come in all shapes and sizes. Many are created by consumers or groups of consumers with no commercial interests or company affiliations. Others are sponsored by companies whose members communicate with the company and with each other through postings, text messaging, and chat discussions about special interests related to the company's products and brands.
The Internet as an online marketing communication tool offers the advantage of ________, which means marketers can buy ads on sites related to their own offerings. A.instant access B.data mining C.contextual placement D.anonymity E.targeting
C Marketers can easily trace their effects by noting how many unique visitors or "UVs" click on a page or ad, how long they spend with it, what they do on it, and where they go afterward. The Internet also offers the advantage of contextual placement, which means marketers can buy ads on sites related to their own offerings. They can also place advertising based on keywords customers type into search engines, to reach people when they've actually started the buying process.
In the face of the Internet revolution, marketing communications today increasingly occur as a kind of ________ between the company and its customers. A.constant dialog B.best practice C.personal dialogue D.constant sales pitch E.selective sales pitch
C Companies must ask not only "How should we reach our customers?" but also "How should our customers reach us?" and "How can our customers reach each other?" New technologies have encouraged companies to move from mass communication to more targeted, two-way communications. As a result, consumers can now play a much more participatory role in the marketing process.
Even with newer-generation smartphones, the Web experience can be very different for users. Therefore, marketers need to pay more attention to ________ than usual. A.color B.download times C.user navigation D.software capabilities E.screen size
C Marketers are wise to design simple, clear, and clean sites, paying even greater attention than usual to user experience and navigation.
U.S. consumers spend more time on __________ than on any other form of media. A.newspapers B.television C.mobile technology D.magazines E.radio
C Six of every 10 U.S. consumers owned a smart phone in 2014, creating a major opportunity for advertisers to reach consumers on the "third screen" (television and the computer are the first and second). Perhaps not surprisingly, U.S. consumers spend a considerable amount of time on mobilelong dash more than on radio, magazines, and newspapers combined (an average of 2 hours and 51 minutes versus 1 hour and 46 minutes).
The Internet provides marketers and consumers with opportunities for much greater ________ and ________. A.speed, access B.interaction, distribution C.interaction, individualization D.speed, price E.price, distribution
C The newest and fastest-growing channels for communicating and selling directly to customers are digital. The Internet provides marketers and consumers with opportunities for much greater interaction and individualization. Very few marketing programs can be considered complete without a meaningful digital component.
When considering customer loyalty, __________ results in a consumer staying with the organization as long as expectations are met. A.buzz B.ownership C.repeat purchase D.satisfaction E.evangelism
D A consumer who is satisfied will stick with your organization as long as expectations are met.
With user privacy safeguards in place, marketers' greater knowledge of cross-screen identities (online and mobile) can permit ________. A.ads formatted to fit multiple screens B.better loyalty programs C.instant coupons based on location D.more relevant, targeted ads E.more cross-screen viewing
D Although the cookies that enable firms to track online activity don't typically work in wireless applications, technological advances are making it easier to track users across their smartphones and tablets, too. With user privacy safeguards in place, marketers' greater knowledge of cross-screen identities (online and mobile) can permit more relevant, targeted ads.
When designing content for mobile apps, which one of the following will help the user experience? A.Complex, interactive viewing experiences B.Full ad copy that encompasses the full screen C.Use of multiple bright colors D.Use of phrases and taglines E. Large, bright company logos in the middle of the screen
D Correct. Brands should limit their ads to a pair of phraseslong dash the offer and the tagline.
What is all the public relations and word-of-mouth benefits a firm receives without having directly paid for anything all the news stories, blogs, and social network conversations that deal with a brand. A.Internet media B.Owned media C.Social media D.Earned media E.Paid media
D Earned media is all the public relations and word-of-mouth benefits a firm receives without having directly paid for anythinglong dash all the news stories, blogs, and social network conversations that deal with a brand. Social media plays a key role in earned media.
In order to gain feedback from mom's, Playskool sent toy kits to 5000 people and encouraged them to share experiences with each other. The feedback on the toys was tracked using ________. A.social media B.surveys C.Twitter D.social networks E.focus groups
D Social networks have become an important force in both business-to-consumer and business-to-business marketing. Social networks enable direct feedback from actual moms, according to the director of media at Hasbro, Playskool's parent company. This kind of feedback can be invaluable in the product-development process. The site's sweet spot is young, middle-class women with kids, who love the opportunity to make friends and seek support, spending an average of 44 minutes a day on the site.
__________ are also conducive to boosting loyalty programs in which customers can track their visits to and purchases from a merchant and receive rewards. A.Store apps B.Online coupons C.Cookies D.Smart phones E.Facebook pages
D. By tracking the whereabouts of receptive customers who opt in to receive communications, retailers can send them location-specific promotions when they are near shops or outlets.
Which of the following can be valuable tools for a company, allowing the company to collect and convey key information through postings, texts, and chat discussions? A.LinkedIn B.Social networks C.Online blogs D.Twitter E.Online communities and forums
E Online communities and forums sponsored by companies whose members communicate with the company and with each other through postings, text messaging, and chat discussions about special interests related to the company's products and brands. These online communities and forums can be a valuable resource for companies and fill multiple functions by both collecting and conveying key information.
To improve the likelihood of starting positive buzz, marketers should make it easy and desirable for a customer to borrow elements from an e-mail message or blog. Marketers do this by ________. A.working through community influentials B.developing word-of-mouth referral channels to build business C.identifying influential individuals and companies and devoting extra effort to them D.supplying key people with product samples E.providing compelling information that customers want to pass along
E Companies shouldn't communicate with customers in terms better suited for a press release. Make it easy and desirable for a customer to borrow elements from an e-mail message or blog. Information should be original and useful. Originality increases the amount of word of mouth, but usefulness determines whether it will be positive or negative.
Marketers have to decide _____ they are going to track online as well as _____ they are going to track it. A.when; why B.who; what C.who; where D.how; why E. what; how
E Firms can measure what to track, including scale, speed, share of voice in that space, share of voice in that speed, whether it achieved positive lift in sentiment, whether the message was understood, whether it was relevant, whether it had sustainability, and how far it moved from its source. More firms are setting up technologically advanced central locations to direct their online tracking efforts as a means of how to track.
VW launched its new GTI in the United States using which type of marketing tool? A.Website B.text messages C.Newspaper ads D.Infomercial E. iPhone app
E Many companies are adding apps to their marketing toolkit. VW chose to launch its GTI in the United States with an iPhone app, which was downloaded 2 million times in three weeks.
Social media enable consumers to become engaged with a brand at perhaps a deeper and broader level than ever before. Which one of the following is a limitation to using social media as a marketing tool? A.Consumers prefer to engage with consumer goods and have less engagement with charities and media. B.Social media increases brand penetration with a wide audience. C.Consumers want more of a two-way conversation with companies. D.Consumers use social media only for promotions and coupons. E.Social media is less effective in attracting new users.
E Marketers should do everything they can to encourage willing consumers to engage productively. But as useful as they may be, social media are rarely the sole source of marketing communications for a brand. Social media may not be as effective in attracting new users and driving brand penetration.
In deciding whether to contribute to social media, consumers can be motivated by intrinsic factors, such as whether they are having fun or learning, but more often they are swayed by extrinsic factors, such as ________ considerations. A.product rating B.product familiarity C.price D.learning E.social and self-image
E One study found that only four percent of content "cascaded" to more than one person beyond the initial recipient. In deciding whether to contribute to social media, consumers can be motivated by intrinsic factors, such as whether they are having fun or learning, but more often they are swayed by extrinsic factors, such as social and self-image considerations.
Digital advertising continues to show much more rapid growth than traditional media. In 2013, the largest segment for digital ad spending was _____. A.digital video B.display-related advertising C.pop-up ads D.mobile E.search ads
E Search ads (paid search or pay-per-click ads) made up 43% of the total at $18.4 billion; display-related advertising was 30% with $12.8 billion; mobile was 17% with $7.1 billion; and digital video was 7% with $2.8 billion.
