MKTG 380: Quiz 14
Once marketers answer the question of who they are trying to reach by targeting their audience, they ask a second vital question in social media marketing:
"How do we engage the audience in a conversation?"
You are embarrassed to admit it, but you sent out the wrong information to customers who requested the price of a new product. What steps should you take?
- Communicate with the customers who received the wrong price - Acknowledge your error in pricing information - Send corrected information to customers who received the wrong price
A consultant has offered to help your team build mobile apps. She starts by explaining QR codes. Which of the following points does she make?
- QR stands for Quick Response - Some mobile phones are equipped with dedicated QR readers.
Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?
A blogging site
Who among the following is responsible for online public relations and management of the brand over social media sites?
A brand manager
You are head of supply chain management at a major manufacturing company. Over the last few months, there have been some high-profile breakdowns in marketing and data coordination between your company and different members of your supply chain. You are meeting with the company's CEO to develop a strategy for preventing these breakdowns going forward. The CEO has tasked you with developing an online means through which your company can collaborate with its supply chain members more efficiently and effectively.Which of following B2B tools would be most appropriate to address this issue?
A private exchange
When the term social media is mentioned, most consumers immediately think of Facebook. However, social media is actually a collection of different forms of online or electronic communication that enable users to exchange ideas, information, messages and other content online. Suppose that you are a marketing professional and you want you expand your company's use of social media to build and enhance your relationships with your customers. More specifically, you would like to create a community of users of your products so they can share ideas and your firm can maintain an ongoing dialogue with them. In order to accomplish this, you would build which of the following?
A social media platform
SunDay Holidays paid a fee to Google to display a link of their website when a user enters a keyword related to holidays or vacations. The link gets displayed on the right side of the search results page. This link is an example of:
A sponsored link
Which of the following is the most essential requirement for developing the best strategies for a social media marketing campaign?
A thorough understanding of the target audience
References to the Internet's global reach have to do with its:
Ability to communicate with consumers located anywhere in the world.
Which of the following was one of the early online offerings?
Airline tickets
Channel conflicts can be defined as conflicts:
Among manufacturers, wholesalers, and retailers.
Which of the following can be categorized as a social media tool?
An app
You and a couple of your college roommates have decided to launch an online business that will sell college sweatshirts from colleges and universities around the world. Customers would be able to logon to your site and see a full catalog of college sweatshirts emblazoned with the name, logo and mascot of over 2,000 colleges and universities from all over the world.Which of the following statements best describes the type of Internet presence your company would have in order to sell these sweatshirts?
An electronic storefront
A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like.
App
Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an example of a(n) _____
App
ReadUp is a social media management software that allows its users to read free books available on the Internet and browse through various articles and international dailies for information. ReadUp can be regarded as a(n) _____.
App
Which of the following statements about B2C e-marketing is true?
B2C e-business involves online sale of services as much as physical goods.
The New York Times offers its business advertisers the opportunity to receive a reduced rate on a ______ ad, a small strip message which is placed in a high visibility area of their website if they also place display advertisements in the physical newspaper.
Banner
_____ are strip messages placed in high-visibility areas of frequently visited websites.
Banner ads
Which of the following ethical or legal issues has the greatest potential to develop trust among followers and contribute to impacting the strength of a brand?
Be honest
Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel firm that wanted him to write engaging articles about its travel packages and other offerings in his online journal. Zac was hired as a _____.
Blogger
Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.
Blogging Site
_____ are Web pages that are publicly accessible journals for individuals or organizations.
Blogs
Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.
Bookmarking site
Which of the following social media platforms gives users a place to save, organize, or manage links to websites or other Internet resources?
Bookmarking site
The overview of a social media marketing plan:
Briefly describes the overall market conditions, and the firm's current position in the social media.
_____ e-marketing is the use of Internet for business transactions between organizations.
Business-to-Business
Stepan, a global chemical supplier maintains an external, private exchange called a(n) ________ which enables its raw materials suppliers to share information such as new product development and work cohesively as partners to arrange logistics and schedule delivery to various Stepan manufacturing facilities across the globe.
C-Business Exchange
Sparks, a manufacturer of smart phones and tablets, is currently gathering information on demographics to pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information on:
Characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.
Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage of people who are exposed to the advertisement and follow the link to view the advertisement.
Click-through rate
Which of the following is the most popular web function?
Communication
Online communities like Internet forums and social networking sites take advantage of the _____ function of the Internet.
Communication
Which of the following is the most widely used Internet function?
Communication
Companies use which of the following primarily to increase their visibility and provide information?
Company websites
The _____ of a social media marketing plan examines and evaluates the competitors' presence in social media, including the platforms and tools they select and their overall effectiveness.
Competitive Analysis
Fred is a strategic analyst for a specialty retail store chain that sells sports apparel. He's working with the marketing team and is reviewing the _____ section of the social media marketing plan which contains information about how other sports apparel stores are using social media and the success of their efforts.
Competitor Analysis
Consumers rely on communities created by social media for their buying decisions mainly to:
Conduct research and share information.
Jose is visiting Boston on a business trip and has heard that the North End is known for its restaurants and entertainment venues. He checks TripAdvisor to see the list of restaurants and those rated highest by members. He also reads reviews and narrows his choice to Mamma Maria's which is ranked #3 of 133 restaurants in the North End. How has TripAdvisor assisted Jose in his purchasing decision process?
Conducting Research
Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?
Consumer Privacy
Which of the following statements is true about how consumers use the Internet according to the text?
Consumers aged 55 and older are the fast growing age group using Twitter.
Matt Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the company's product releases and other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____.
Content Manager
Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.
Content Marketing
_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.
Content marketing
CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its _______ is relatively low with very few visitors actually purchasing from the website. However, it believes the website is effective for ______ shoppers who typically visit locally-owned golf retailers to sample the clubs and make a purchase.
Conversation rate; Web-to-store
_____ are software used by online companies to automatically collect data from Internet browsers in order to track their customers' shopping and viewing habits.
Cookies
Dave Carroll a musician and song writer was traveling on United Airlines with his Taylor guitar and when he arrived at his destination he found that his guitar had been damaged. After multiple attempts to receive financial compensation from United for his guitar, Dave used Twitter and YouTube to share a song he wrote called "United Breaks Guitars". Within 1 week of posting, the video had been viewed over 3 million times and mainstream media such as CNN, CBS and The Wall Street Journal interviewed Dave. The generation of 3 million views within a week and further exposure through other media options is an example of which feature of social media marketing?
Create a Buzz
Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?
Developing strategies and choosing tactics
Which of the following measures is taken by Internet companies to indicate their promise to disclose how they collect personal data and what they do with the customer information?
Displaying the TRUSTe logo on their website
Big Martin Corporation uses its website to target customers and promote its products. Big Martin is engaged in:
E-Marketing
_____ describes the wide range of transactions taking place via Internet applications such as email and virtual shopping carts.
E-business
Unity Point Hospital system implemented a web-based system that provides the capability for suppliers to place bids and once approved, submit invoices, schedule delivery and receive payment electronically. The purchasing managers for Unity Point appreciate the enhanced efficiency of working with multiple vendors to obtain the various products and services needed by the Unity Point system of hospitals and physician offices. This web-based system is called:
E-procurement
_____ is a Web-based system that enables all types of organizations to improve the efficiency of their bidding and purchasing processes.
E-procurement
The limitations of which of the following were overcome with the introduction of Web services?
EDI
Simply-Fyde Shopping's website has an online catalog with the details of the products on offer. When customers pick their choices from the list, the items are automatically populated into a(n):
Electronic Shopping Cart
Noe's Gifts is a gift and accessories retail chain. The company has a website that allows customers not only to buy products online, but also provides information regarding the various offers available, gifting ideas and other information related to the products. The website also provides an opportunity to the consumers to provide feedback on the products and services the company offers. This type of website used by a company to sell its products to consumers is called a(n):
Electronic Storefront
Which of the following terms refers to a company website that sells products to customers?
Electronic Storefront
Josh is interested in mountain biking and regularly visits a specialized online service that provides information on various topics related to mountain biking. Josh is most likely to be visiting a(n):
Electronic bulletin board
The strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools is called:
Electronic marketing
Which of the following best describes the function of social media tools?
Enable users to communicate with each other online
The process of encoding data for security purposes is called _____.
Encryption
A person who manages external engagement with customers in social media channels is called a social media developer.
False
All companies follow a standard format for social media marketing plans.
False
Although developing a commercial website with interactive features can cost as little as $30, putting it online can cost tens of thousands of dollars a month for a spot on the server of a Web host.
False
An understanding of a company's brand is neither imperative nor central to the task of managing a social media marketing campaign.
False
Business-to-business (B2B) firms rarely use social media for marketing their businesses.
False
Cookies and spyware are software used for protecting a website by encrypting it.
False
E-business is the most popular Web function, followed by communication.
False
If a website is rated high based on its engagement, it implies that a large number of visitors purchase products from that website.
False
If consumers search for information about a product online and then buy it from a brick-and-mortar store, it is known as reverse logistics.
False
In the early stages of B2B transactions, marketers believed that online trading was limited to only a few types of products.
False
Integrated marketing refers to the ability to provide a product at the exact time needed.
False
MacRumors.com, a website that aggregates Mac and Apple related news, rumors, and reports, can be regarded as a blogging site as it allows users to post all the news related to a specific group of products.
False
Marketers most often use a single social media platform to reach their target audience.
False
Microblogging allows people to communicate extensively through lengthy blog postings.
False
Noah Bennett works for a technology company and is responsible for creating the content of the social media marketing campaign. He also informs the public about topics such as product releases. Noah is a social media developer.
False
Online marketing differs from e-marketing as online marketing encompasses digital technologies that do not involve computers.
False
People who want to learn about a product and its features in detail are more likely to search out this information on Twitter, while those interested in a promotional event are more likely to follow Facebook.
False
Phishing is the voice equivalent of vishing.
False
Pure-play e-retailers, even with no real experience of selling and satisfying customers, have been more successful than traditional retailers who entered e-business.
False
QR codes can be scanned only with the help of a dedicated QR code reader.
False
Social media marketing seeks to control the content and message received by the audience.
False
Television commercials are much more effective in specifically targeting interested consumers than social media efforts.
False
The United States has the highest number of Internet users in the World.
False
The content programmer of a social news site decides which news postings get the most prominent display on the site.
False
The first step in creating a social media marketing plan is to write an executive summary.
False
The main purpose of a corporate website is to increase purchases by visitors.
False
The majority of online consumers use social media to make purchase decisions.
False
The nature of relationships between B2B marketers and their customers is similar to that of firms that market products to consumers.
False
The rules of engagement for social media mainly focus on making the exchange between marketers and their targeted audience overly positive for the customers.
False
The term "societal marketing" refers to buyer-seller communications in which the customer controls the amount and type of information received from a marketer through such channels as the Internet and virtual reality kiosks.
False
The term "societal marketing" refers to online retail sales.
False
Companies that display TRUSTe logo on their websites need not disclose to consumers how they collect personal data and what they do with that information.
False
To prevent intrusions, companies install combinations of hardware and software called _____ to keep unauthorized Web users from tapping into private corporate data.
Firewalls
Dr. Johnson is advising a sophomore-level student about obtaining an entry-level job in social media marketing. Which of the following is most likely a recommendation that Dr. Johnson would make?
Gain experience through an internship
The content for a social media marketing campaign is said to be effective if it:
Has a strong brand focus
The corporate website of a company is established with an intention to:
Increase the visibility of the company and promote their offerings
Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets. His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the channel called "The Technocrat," where he analyzes the latest high-tech gadgets. Much like his reviews, Wilson's show enjoys a wide viewership, and is believed to have a considerable impact on the buying decisions of the audience. Fred Wilson can be regarded as a(n) _____.
Influencer
Gigi Hadid is an international fashion model with contracts with Maybelline and has over 4.5 million followers on Instagram. She's on a quest to find the best cheeseburger in New York City and recently posted that her favorite was from J.G. Melon on 3rd Avenue. According to the text, Gigi Hadid is considered a(n) _________ since she has the capability to affect the opinions and actions of others through social media.
Influencer
By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through:
Integrated marketing
Lehmann Systems provides a space on its website for users to provide feedback on products and also to suggest new ideas and ideas for improvement. Customers can also subscribe to a newsletter sent by Lehmann Systems, which informs the customers about latest offers and sales. Lehmann systems is engaging in:
Interactive Marketing
A social media marketing plan is important because:
It documents in writing the company's goals and strategies for the SMM initiative.
The executive summary of a social media marketing plan is said to be effective if:
It gives compelling reasons as to why the plan should be adopted by the firm.
Which of the following is true with regard to managing a social media marketing campaign?
It requires knowledge of the benefits and drawbacks of the different social media platforms.
Which of the following is an example of a bookmarking site?
Linkswarm.com, which allows users to save, organize, and manage links to their favorite websites
Brandon is an avid bicyclist and is interested in purchasing a new bike that's designed specifically for people who compete in triathlons. Brandon reads product reviews posted in online forums and decides to buy the Kestrel 4000, a carbon fiber bike that's moderately priced at $2500. Which of the following best describes how product reviews assisted Brandon in his purchase decision?
Make a final purchase decision
Nicole works for Harley Davidson and is responsible for managing the Harley Owners Group Facebook, Twitter, and Instagram accounts to create engagement with customers through these various forums. Her job is primarily concerned with
Managing Online Communities
A person who is in charge of social media analytics is responsible for:
Measuring the results of the social media marketing effort.
Each year, the network HGTV (Home and Garden Television) builds a dream home and invites the public (age 18 and over) to register for a chance to win the home. HGTV allows people to enter once each day for a chance to win the home. Which quality of social media marketing effective campaign development is HGTV utilizing with their Dream Home promotion?
Offering discounts, gifts or other special deals in exchange for participation
Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is responsible for managing external engagement with customers in social media channels such as Facebook, Twitter, and other blogging sites. Sharon can be regarded as a(n) _____.
Online Community Manager
A(n) _____ is a social media platform where users post messages and hold conversations on specified topics.
Online Forum
The Internet is mainly used for communication, information, purchases, social networking and ___________.
Online gaming
How is online marketing different from e-marketing?
Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers.
The term "Internet penetration" refers to the:
Percentage of a region's population who use the Internet.
A basic measurement of website's effectiveness is the conversion rate, which is the:
Percentage of website visitors who make purchases.
An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing:
Personalization
The LifeguardStore.com is an Internet-based business serving customers by providing products which meet their swim, lifeguard or facility needs. The company offers a dedicated team of consultants to work with swim teams across the globe to design and deliver apparel appropriate for their needs. Once designed, a dedicated web portal is created so members of the swim team can purchase their items directly from The LifeguardStore.com. The ability to customize products for swim teams is an example of the _____ capability of e-marketing.
Personalization
When you are welcomed back by your name to a website you've shopped at before and offered products suited specifically to your tastes and budget (based on your past purchase), you are being targeted by:
Personalized marketing
Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program, playing basketball and soccer. He has been a loyal customer of Eastbay.com and when he signs-in to his account, Eastbay offers suggestions on new products that Zach might like based upon his purchasing history. The ability of the Eastbay.com web store to offer product suggestions based on Zach's purchasing history is known as the _______ benefit of B2C e-marketing.
Personalized service
Keisha received an e-mail from the IT department at her university saying that she should update her password. However, before following the instructions in the e-mail, Keisha checked the University's technology notices and read a post cautioning users about recent ______ activity on student accounts.
Phishing
Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing personal information. The employees receive an email that appears to come from the Internal Revenue Service, demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal penalties. These employees are victims of:
Phishing
The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.
Phishing
Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing personal information. The employees receive an email that appears to come from the Internal Revenue Service, demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal penalties. These employees are victims of:
Phishing
_____ are audio or video files that can be downloaded to other digital devices.
Podcasts
A(n) _____ is a separate window that appears on a user's screen with an advertising message.
Pop-Up ad
Sandra is surfing the Web. After entering a popular site for attorneys, a separate window suddenly appears on the screen promoting a new line of legal software. This is an example of a _____ ad.
Pop-up
Caleb followed a friend's Facebook link to a CNN video featuring a story about a political candidate. However, after about 30 seconds he stopped watching because prior to the CNN video a _______ advertisement for Coca Cola was playing.
Pre-roll
Marketing messages that appear before an online video are called _____.
Preroll video ads
The term _____ is used to describe dot-com retailers without traditional stores or catalogs.q
Pure-play
Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with their prices. Which of the following are being used by Stinson's in the above scenario?
QR Codes
Trek Bicycles recently launched an effective social media marketing campaign to celebrate the retirement of professional racer, Jens Voigt using #HourRecord and determined that 85% of people in the target market were reached with this campaign. This percentage is called _______.
Reach
Most companies today invest heavily in cyber security initiatives to be vigilant about confidentiality and not allow consumer's personal information or other data to accidentally become available to unauthorized parties. The field of cyber security in this context is related to which of the following ethical and legal issues?
Respect Privacy
The rate of revenues received for every dollar spent on an expense is known as _____.
Return on investment
Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the top restaurants in the city. She accesses the OpenTable application on her smart phone and reviews several restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation for dinner?
Right-Time Marketing
_____ involves paying search engines, such as Google, a fee to make sure the company's listing appears toward the top of the search results.
Search engine optimization
Keith is a marketer for Olympus cameras. He arranged for an agreement with a search engine whereby Olympus would pay the search engine for listing its products among the top three results whenever a computer user ran a search for digital cameras. This is an example of:
Search marketing
A private exchange is a secure website used by companies to:
Share all types of data related to e-marketing with its suppliers.
The primary decision maker who runs a firm's social media program is called a(n) _____.
Social Media Strategist
A(n) _____ is software that enables users to communicate with each other online.
Social Media Tool
_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.
Social Networking Sites
Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives?
Social media analytics
The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____.
Social media designer
A _____ is generally responsible for generating programs necessary to build and assemble the features for social tools such as blogs and communities.
Social media developer
A person who oversees all of the company's social media functions, ranging from blogging copywriter to social media strategist is called a _____.
Social media marketing manager
Bailee is an account executive with an advertising agency and specializes in helping clients utilize and leverage a variety of media options to persuasively communicate with their target audiences. As part of her work with one of her accounts, she crafts a document to identify and describe the goals and strategies, target audience, budget and the implementation tactics for using Facebook, Twitter, and Instagram. The document also includes how the agency will monitor, measure and determine the success of the campaign. What is this document called?
Social media marketing plan
The marketing team at Neptune Networks has recently rolled out its social media marketing plan and is trying to measure the impact of its campaign by tracking the social media platforms that were used for this purpose. The marketing team is using a few entry-level tools to track the blogs, the online communities, and also the firm's Facebook and Twitter accounts. This process of tracking and evaluating a firm's SMM initiatives is known as _____.
Social media monitoring
The process of tracking, measuring, and evaluating a firm's social media marketing initiatives is called _____.
Social media monitoring
You've been promoted to head of social media. Now you must make assignments to your team. Carol is a technology and software expert, while David has expertise in communication. You should give David responsibility for all of the following except:
Social media platforms
The primary decision maker who runs a firm's social media program is called a(n) _____.
Social media strategist
Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.
Social networking site
Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____.
Social networking site
Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped under which of the following social media platforms?
Social news sites
Kim is getting married in 18 months and is starting to plan her wedding. She likes to make things and wants to keep her decorating expenses low by creating the wedding and reception decorations herself. She has started a Pinterest board where she can collect ideas from others as well as share her own ideas with her fiance, family, and friends. Pinterest is a type of _________ which provides a virtual community and enable people to share information, post opinions, and increase their circle of online friends.
Social-Networking Site
Social media marketing differs from traditional marketing in that social media marketing:
Solicits the audience's participation in the message.
According to experts, job applicants can further their chances of landing their first social media marketing job by:
Taking online courses that teach social media marketing skills.
MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods. Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?
The body of the plan
Which of the following sections of a social media marketing plan covers the statements of goals and strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and managing the marketing campaign?
The body of the plan
As usage of social media marketing continues to increase, marketers are learning that content is a big key to success of any campaign. More specifically, they understand that an effective social media marketing campaign (SMM) has which of the following qualities:
The chosen keywords in the campaign are targeted specifically for the campaign.
The marketing team at Sienna Technologies has decided to use social media to market the firm's products, and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna Technologies is preparing a report on the various social media platforms and tools being used by its primary competitors. In which of the following sections of the SMM plan is this most likely to be included?
The competitive analysis
The marketing website of a company differs from its corporate website as the marketing website is established:
To increase the purchase of products by visitors by engaging them in interactions that will lead to purchase of the product.
A firewall is an electronic barrier between a company's internal network and the Internet that limits access into and out of the network.
True
A person who oversees the social media analytics function in a firm's social media campaign is responsible for measuring the results of the marketing effort.
True
A private exchange is a secure website at which a company and its suppliers share all types of data related to e-marketing, from product design through order delivery.
True
A private exchange is also called c-business because of its relatively more collaborative nature.
True
A women's fashion brand allowing its customers to mix and match the clothes and accessories on their website before placing an order is an example of a business offering personalized service to their online customers.
True
After developing strategies of the campaign, marketers focus on specific tactics such as recruiting influencers, setting up contests, or offering coupons and discounts.
True
An effective social media marketing campaign should contain good keywords that the targeted audience are most likely to search for when looking for information about goods and services.
True
Blogs have created interest among marketers as they can be effective at quickly forming public opinion.
True
Bots are programs that aid online consumers in comparison shopping.
True
Business-to-business transactions typically involve more steps than consumer purchases.
True
CafeMom is a website that provides a platform for mothers and mothers-to-be to interact with each other. The website also provides information on various topics such as parenting dilemmas, baby care, and green living. CafeMom can be regarded as a social networking site.
True
Campalyst is an example of a social media analytics tool as it tracks followers from a like or a tweet on a social network to a purchase on the company's website. It can also be used to measure the impact of a campaign or hashtag.
True
Comment Sniper helps companies to monitor the comments on their products and also the discussions on online forums. Comment Sniper is an example of social media analytics tool.
True
Communities created by social media help steer consumers toward new brands and products.
True
Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and-mortar store.
True
Consumers' online shopping experience has been steadily improving in quality and convenience due to the efforts of the retailers.
True
DailyHub is a popular website that allows users to post reviews and news items on the latest electronic gadgets in the market. DailyHub is an example of a social news site.
True
Developing the best strategies for social media marketing requires a thorough understanding of the target audience.
True
Directing consumers to a specific landing page for a marketing campaign, rather than the company's home page first, helps potential consumers to participate in a conversation with the marketers.
True
E-marketing can lead to copyright disputes when a site hosts content to which someone else holds the rights.
True
E-marketing can significantly reduce the costs of reaching a wide audience for small businesses.
True
Effective social media marketing requires setting goals and developing strategies to reach a target audience.
True
Encryption is the process of encoding data for security purposes.
True
Every social network has its own search engine, which allows users to search for topics that interest them.
True
Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.
True
For many companies, revenue is not a major website objective.
True
In interactive marketing, the customer controls the amount and type of information received from a marketer.
True
Increased capability of smart phones has boosted online retail sales.
True
Internet advertising includes banner ads, pop-up ads, and links listed with major search engines.
True
Making a list of keywords and using those keywords throughout the social media campaign can help marketers to guide users to the right place on the media platform.
True
Marketers direct some parts of their social media marketing efforts toward trust building in order to facilitate the two-way conversation between the company and the consumer.
True
Marketers generally view the goal of social media marketing as developing a conversation with potential customers.
True
Marketers select monitoring tools based on the needs of their own firms.
True
Marketing efforts aimed at creating brand awareness will have a broader target audience compared to those aimed at strengthening relationships with existing customers.
True
One of the benefits of e-marketing is the ability to reach anyone connected to the Internet anywhere in the world.
True
Phishing involves the use of authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.
True
Products that require demonstration or trials are better sold in person than through company's marketing websites.
True
Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right direction.
True
Social media efforts customize marketers' approach to targeted audiences more than many types of traditional marketing.
True
Social media helps marketers to connect with influencers.
True
Social media includes different forms of electronic communication.
True
Social media marketing content focuses on its audience rather than promoting the company outright.
True
Social media marketing creates a buzz that carries the marketing message from one user to the next until it becomes viral.
True
Some Web pages display counters that measure the number of visits. These counters can also measure the amount of time users spend on those sites.
True
Some of the most significant challenges facing e-business today involve the security of online monetary transactions and the protection of consumer privacy.
True
Spam filters help Internet users to automatically eliminate junk email from their in-boxes.
True
Sports celebrities and actors use social media marketing to create a positive public image.
True
The basis for social media is conversation.
True
The communication function of the Internet can be used by marketers to advance their organizational objectives.
True
The executive summary of a social media marketing plan is said to be effective when it gives compelling reasons as to why the plan should be adopted.
True
The first step to be taken in developing a Web presence for a company is to determine the domain name for the website.
True
The goal of content marketing is to drive the target audience toward a desired action.
True
The goals of a social media marketing plan have to be flexible for marketers to be able to adapt to the changing conditions in the marketing environment.
True
The majority of the firms measure the success of their social media marketing plan in terms of their social media presence.
True
The overview of a social media marketing plan describes the overall market conditions and the firm's current position in social media.
True
The state of North Carolina established a website where governmental departments could invite bids from participating suppliers for supplying goods and services. This is an example of e-procurement.
True
The target audience for a social media marketing campaign depends on the goal of the marketing effort.
True
The term Internet penetration refers to the percentage of a region's population who use the Internet.
True
The use of bots has made shopping easier, as it can search hundreds of websites for information on products that meet certain criteria set by the customer.
True
Web advertising has become more attractive in recent times due to a rise in click-through rates.
True
Webtrends Analytics can be used to analyze marketing data from mobile, social, and Web channels.
True
Well-written social media policies of a firm are consistent with its organizational culture and values.
True
While determining the target audience for a particular social media marketing campaign, marketers not only pinpoint the products which will best serve the group, but also determine the social media that will be effective in delivering the message.
True
Wonderlist is a task and note manager for mobile phones that helps users to organize "to-do" lists and increase efficiency. Wonderlist is an app.
True
A wiki is a Web page that anyone can edit.
True
The Internet is an attractive option for business buying and selling as orders placed over the Internet contain fewer errors compared to handwritten ones.
True
Using the Internet to build communities helps companies find other organizations that may be interested in forming an alliance.
True
Women's apparel, consumer electronics, and video games top the list of top products sold online.
True
Web-to-store shoppers are a group of consumers who:
Use the Internet as a tool when shopping at brick-and-mortar retailers.
Electronic data interchanges, once limited by operating system incompatibility, have found new life due to:
Web services using open-source XML.
A _____ is a Web page anyone can edit, so that a reader can, in addition to asking questions or posting comments, actually make changes to the Web page.
Wiki
Marketers face a new set of ethical and legal issues as social media becomes more essential to the success of the firm's marketing strategies. Moreover, as the social media landscape continues to evolve and expand, new ethical situations continue to appear. As a marketer, it is almost guaranteed that you or your organization will eventually make a mistake with your use of social media. So, when you make that certain-to-occur mistake with social media, which of the following should you do?
Be accountable and take action to resolve the issue.
In drafting your firm's written policy for the ethical use of social media, you want to be simple and clear. You decide to write a memo with just three points that summarize the most important ethical guidelines. These include all of the following except:
Be efficient.
Over the years, you have been involved in a number of social media marketing (SMM) campaigns. You have come to believe the number of times an individual is exposed to the marketing material during the campaign is the most significant determinant of its success. Given this belief, you should
Emphasize frequency when developing social media marketing initiatives.
Which of the following is TRUE regarding online B2C shoppers?
Many online shoppers are loyal to one single site
Courtney visits the website, Fashion4Less.com and is considering purchasing a new purse. She's not familiar with the company but notices that the website uses SSL technology. Which of the following is true regarding SSL technology?
SSL technology encrypts information and provides authentication
_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.
Social networking sites
According to the text, which of the following factors has led to increased use of the Internet for making purchases by consumers in China?
The availability of local online payment systems.
Your new marketing assistant just handed you a presentation that you are to give on the phases of an effective social media marketing campaign. One of the slides lists the phases of a typical campaign as follows:Goal settingDevelop strategiesTarget audienceProduce contentImplement the planMonitorMeasure Is there anything wrong with the ordering of these phases?
Yes, the phases are ordered incorrectly. Target audience and Develop strategies should be switched.
