MKT 111 Chapter 16 Test

NewTune produces and distributes high-quality CDs and speakers. When it depends on E-mail newsletters for its promotion activities, what is the likely challenge it has to address? A. Generating useful interesting content. B. The firm cannot gain sales, as cross-selling to customers is impossible. C. Maintaining relationships with its customers will be difficult. D. The firm cannot start a relationship, as it consumes more time to generate leads. E.Grabbing attention and informing customers will be difficult.

A. Generating useful interesting content. If experience with E-mail newsletter is not useful, customers will not read or unsubscribe. See Exhibit 16-5.

Which of the following statements is true about Instagram? A. It is easy to use, as it consumes minimal time to take and post pictures. B. It is considered the most dominant social media platform in the United States. C. It works well for large businesses only. D. It has more penetration among older age groups. E. It uses an algorithm to decide what content is placed in the user's newsfeed.

A. It is easy to use, as it consumes minimal time to take and post pictures. Instagram can work well for many small businesses, where an owner or part-time marketing manager may find it less time consuming to take and post pictures than write stories or blogs. Instagram's penetration is greatest among younger age groups.

Which of the following truly represents the referral programs followed by online companies? A. They are simple to use. B. They always target customers with price resistance easily. C. They can be given to the customer who recommends, but not to the new customer. D. They require high cost. E. They cannot be experimented with various compensation plans.

A. They are simple to use. Referral programs are often used by online companies because of the simplicity and low cost of giving and receiving referrals over the Internet. It is also easy for a company to experiment with different levels of compensation and find the offers that work best.

Which of the following is true about social networks? A. Tumblr is a microblogging site for sharing all types of media from browser, phone, desktop, or e-mail. B. Houzz is a combination of Twitter and Facebook. C. QZone is especially popular among Russian speakers. D. Snapchat is used by Gen Z to write blogs and maintain diaries. E. Google+ includes a highly engaged user base.

A. Tumblr is a microblogging site for sharing all types of media from browser, phone, desktop, or e-mail. Google+ is very large, but includes a less engaged user base. Tumblr is a microblogging site that makes it easy for users to share all types of media from browser, phone, desktop, or e-mail. Snapchat is the fast-growing photo/video sharing app. Houzz—a site with more than six million photos of different home remodeling projects. QZone is popular in China.

A website that allows registered users to share ideas and images they find online with fellow users and organize their ideas into pinboards is ________. A. hi5 B. Pinterest C. Reddit D. Twitter E. Quora

B. Pinterest Pinterest is a website that allows registered users to share ideas and images they find online with fellow users. The ideas and images are organized into pinboards (a kind of online bulletin board).

A social networking microblogging service that restricts the message length of its registered users to 140 characters or less is ________. A. Flickr B. Twitter C. Bing D. Instagram E. Blab

B. Twitter Twitter is a social networking microblogging service that allows registered users to send out short (140 characters or less) messages called "tweets."

What is significant about the service of Twitter? A. Tweets among active users are more personal than Facebook. B. Unregistered users can also view tweets, as they are available for anyone. C. It is growing faster than all other social media platforms. D. Active users can send messages of more than 140 characters, but less than 200 characters. E. It operates in a way entirely different from other public message boards.

B. Unregistered users can also view tweets, as they are available for anyone. Twitter operates like a public message board, with most tweets available for anyone (even people not signed up for Twitter) able to see them. Among active users, Tweets tend to be more frequent and less personal as compared to Facebook.

What percentage of customers trust online video ads as credible sources of buying information? A. 57 percent B. 29 percent C. 48 percent D. 68 percent E. 17 percent

C. 48 percent Online video ads are trusted by 48 percent of customers. See Exhibit 16-3.

What is the most likely role of a public relations (PR) group in product promotion? A. A PR group can design the product page of a firm. B. A PR group can act as a member of a brand community. C. A PR group can develop promotional materials specifically designed for the media. D. A PR group may target customers by using blogs of a firm. E. A PR group may design ads to drive customers to relevant landing pages.

C. A PR group can develop promotional materials specifically designed for the media. A PR group can develop press kits, including promotional materials specifically designed for the media.

Which of the following types of owned media regularly delivers value to keep customers coming back with the promotion objective to maintain interest? A. Branded apps B. Landing pages C. Blogs D. Brand communities E. Case studies

C. Blogs Blogs regularly deliver value to keep customers coming back. They maintain interest and build reputation as thought leader. See Exhibit 16-5.

Identify the true statement about the role of e-mail newsletters in promotion activities. A. E-mail newsletters provide positive experience like using branded apps. B. E-mail newsletters target many customers at a time and cannot be tailored to specific customer interests. C. E-mail newsletters with useful content promote pass-along. D. E-mail newsletters help in building reputation as thought leader. E. Ethical companies do not allow customers to unsubscribe from E-mail newsletters.

C. E-mail newsletters with useful content promote pass-along. E-mail newsletters with useful content promote pass-along. See Exhibit 16-5. Some companies develop different e-mail newsletters tailored to specific customer interests; Ethical companies ask customers for permission before sending e-mails and make it easy to unsubscribe from newsletters.

Brandon, after using a newly-introduced shaving lotion, expresses his dissatisfaction about the product on his Facebook page. This gets more attention from his friends who do not want to try the product now. Identify the role of Brandon in this scenario. A. Intermediary B. Blogger C. Opinion leader D. Product tester E. Market researcher

C. Opinion leader Opinion leaders like to share their views; they also get attention from other customers who respect their views. If early groups reject a product, it may never get off the ground.

An authoritative report or guide that addresses important issues in an industry and offers solutions is ________. A. case study B. blog C. white paper D. webinar E. landing page

C. white paper A white paper is an authoritative report or guide that addresses important issues in an industry and offers solutions.

The source of buying information trusted by 57 percentage of consumers is ________. A. brand sponsorships B. online banner ads C. TV program product placements D. Answer billboards and other outdoor advertising E. online consumer opinions

D. Answer billboards and other outdoor advertising Billboards and other outdoor advertising are trusted by 57 percent of customers. See Exhibit 16-3.

Identify the major social media platform that was least popular in the United States in 2014 among those older than 65 years. A. Pinterest B. Facebook C. Twitter D. Instagram E. LinkedIn

D. Instagram See Exhibit 16-6; 6% of those aged 65 and above used Instagram.

Promotional messages for a firm generated by independent journalists or other customers is called ________ media. A. traditional B. owned C. paid D. earned E. defined

D. earned Earned media refers to promotional messages not directly generated by the company or brand, but rather by third parties such as journalists or customers.

A customer who shares his or her views of a firm's product and gets attention from other customers who respect the views is referred to as a(n) ________. A. intermediary B. promotion advisor C. market researcher D. opinion leader E. product assessor

D. opinion leader Opinion leaders like to share their views; they also get attention from other customers who respect their views. Marketers value personal recommendations from opinion leaders.

Which of the following is a website that permits users to create pinboards of ideas and images around a wide range of topics for sharing with fellow users? A. hi5 B. Reddit C. LinkedIn D. Ning E. Pinterest

E. Pinterest Pinterest is a website that allows registered users to share ideas and images they find online with fellow users. The ideas and images are organized into pinboards. Users create boards around a wide range of topics that work well with images, including art, fashion, travel, and home décor.

Identify the true statement regarding the role of white papers in business solutions. A. They are regularly updated websites, written in an informal and conversational style. B. They are very effective in building customers' trust when a subjective tone is used. C. They have the promotional objectives of brand positioning. D. They directly address a customer's needs by minimizing click-away. E. They help a customer solve a problem without promoting a particular company's products.

E. They help a customer solve a problem without promoting a particular company's products. E-books and white papers are most successful when, in addition to describing a problem, they help the customer solve it without promoting a particular company's products. An objective tone helps the provider build trust and credibility with potential customers.

The social media platform where customers can "Follow," "Tweet," "Re-Tweet," and comment to demonstrate support is called ________. A. Ning B. LinkedIn C. Pinterest D. Instagram E. Twitter

E. Twitter See Exhibit 16-6. In Twitter, customers can "Follow," "Tweet," "Re-Tweet," and comment to demonstrate support.