Marketing 200 Chapter 3 Quiz

In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of a) apps. b) blogs. c) printed coupons. d) videos. e) micro blogs.

A) Apps

____________ can only occur if the other 3 E's properly set the stage. a) engaging b) exciting c) educating d) evolving e) employing

A) Engaging

In terms of the 4E framework, a company that utilizes media-sharing sites such as YouTube does so in order to help consumers a) experience the company's goods or services b) get excited about trying a good or service c) become active in advertising the company's product d) educate others about the product e) enroll in sweepstakes and contests offered by the company

A) Experience the company's goods or services

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as a) sentiment analysis. b) customer relationship management. c) keyword analysis. d) value cocreation. e) situation analysis.

A) Sentiment Analysis

What metrics does the firm Klout use to assess a person's social impact? a) social reach, influence, and extended network b) likability rating, influence and keyword analysis c) immediate network, extended network, and conversion rate d) social reach, sentiment analysis, and online usage rate e) online usage rate, bounce rate, and click paths

A) Social Reach, Influence, and Extended Network

How does a micro blog differ from a traditional blog? a) A micro blog contains professional content, whereas a traditional blog contains only personal content. b) A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer. c) A micro blog is categorized as a media-sharing site, whereas a traditional blog is characterized as a thought-sharing site. d) A micro blog is utilized by corporations to disseminate product information, whereas a traditional blog is utilized by individuals for social purposes. e) A micro blog can be evaluated by social media marketers while a traditional blog cannot.

B) A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.

Considered social butterflies, _____ use social media to enhance and expand their relationships. a) creators b) bonders c) professionals d) sharers e) creepers

B) Bonders

The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page is referred to as the _____ rate. a) click b) bounce c) conversion d) jump e) exit

B) Bounce

Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs? a) Google+ b) LinkedIn c) MySpace d) FourSquare e) Radian6

B) LinkedIn

Content that is distributed through social interactions is referred to as a) interactive media b) social media c) an extended network d) social reach e) social communication

B) Social Media

John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John's a) extended network. b) social reach. c) sphere of influence. d) collective range. e) outward reach.

B) Social Reach

Trisha is in I high level management position within social media. She is responsible for identifying what the promotional campaign hopes to achieve and then determining strategies to achieve those goals. Trisha's job is most likely that of a) a social media marketing specialist. b) a community manager. c) a social media strategist. d) an advertising specialist. e) a search engine marketing specialist.

C) A Social Media Strategist

Which facet of the 4E framework is best addressed by thought-sharing sites? a) Enlighten b) Exhaust c) Educate d) Evolve e) Employ

C) Educate

Which of the following accurately depicts the activities included in the 4E framework for social media? a) enlighten, educate, exhaust, and evolve b) excite, entice, educate, and employ c) excite, educate, experience, and engage d) encounter, experience, engage, and employ e) enlighten, excite, engage, and envolve

C) Excite, Educate, Experience, and Engage

Companies who use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as a) bonding. b) locational excellence. c) gamification. d) segmentation. e) value cocreation.

C) Gamification

Twitter is a type of a) personal blog b) media-sharing site c) micro blog d) corporate blog e) social network site

C) Micro Blog

In order to get customers excited about a social media- related offer, the offer must be a) innovative and substantial b) timely and broad- based c) relevant to the target market d) isolated and trendy e) general and unique

C) Relevant to the target market

Calvin's company recently launched a campaign to promote a new product. It is Calvin's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis. a) customer review b) situation c) sentiment d) product e) user feedback

C) Sentiment

"FourSquare" is an example of a _____ "app." a) price check b) fashion c) photo-sharing d) gamified e) product review

D) Gamified

What is the first step involved in developing and implementing a marketing campaign? a) Determine the budget. b) Identify the target audience. c) Develop the campaign. d) Identify a strategy and goals. e) Review existing data.

D) Identify a Strategy and Goals

Facebook would be categorized as which type of social media? a) thought sharing site b) media sharing site c) professional site d) social network site e) entertainment site

D) Social network site

Which of the following is NOT a metric used by social media marketers to analyze data collected from social media? a) conversion rate b) page views c) bounce rate d) click paths e) cookie tracking

E) Cookie Tracking

Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspects of the 4E framework? a) educating b) enlightening c) experiencing d) employing e) exciting

E) Exciting

Which of the following social media outlets would fall under the category of "thought-sharing sites"? a) YouTube b) Flickr c) LinkedIn d) Google+ e) Mommy Blogs

E) Mommy Blogs

What is the job function of a community manager? a) to post articles on relevant websites b) to listen and respond to customer feedback c) to optimize techniques to increase the organic search rankings for a website d) to distribute promotional channels using a range of social media channels e) to handle corporate forums and blogs as well as increase traffic to the company's website

E) To handle corporate forums and blogs as well as increase traffic to the company's website