Quiz #14 (Ch. 4 & 5)

An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing:

personalization.

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

The first step in creating an effective website is to:

understand the purpose of the site.

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

_____ are software used by online companies to automatically collect data from Internet browsers in order to track their customers' shopping and viewing habits.

Cookies

The term _____ refers to the features of a group or target audience such as age, gender, income, geographic location, and so on, within the larger population that the firm wants to reach.

demographics

​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.

​Jon is in charge of measuring the impact of his firm's social media plan. For which of the following tasks is he likely to be responsible?

-Assessing awareness of the company ​-Calculating the company's share of voice -​Gauging the level of target audience involvement with the company

​You know that your customers use social media to learn about your product and to conduct research about it. But you don't believe they use social media to make final purchase decisions. A coworker says you're wrong. What argument(s) does he make?

-​Consumers rely on social media to learn about products, conduct research, and make final purchase decisions. -​Online reviews are a primary driver of purchase decisions.

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

Which of the following can be categorized as a social media tool?

An app

Which of the following is the most common form of Internet advertising?

Banner ad

Which of the following is the most popular web function?

Communication PreviousNext

Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?

Consumer privacy

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.

Conversion rate is the percentage of visitors who make a purchase from a website. Web-to-store shoppers are consumers who use the Internet as a tool when shopping at brick-and-mortar retailers.

_____ is a Web-based system that enables all types of organizations to improve the efficiency of their bidding and purchasing processes.

E-procurement

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.

F

Firewalls used by companies to prevent unauthorized users from tapping into private corporate data are impenetrable.

F

The first step to be taken in developing a Web presence for a company is to determine the domain name for the website.

FALSE

Majority of the online sales is through mobile retail.

FALSe

An understanding of a company's brand is neither imperative nor central to the task of managing a social media marketing campaign.

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

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

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

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 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

TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The company is looking for a website that will allow it to communicate with its employees worldwide. The website should also enable the employees to access details regarding the new products, their functionality, and their availability in the store. Which of the following will best suit this purpose?

Intranet PreviousNext

Which of the following is true of B2B E-marketing?

It can help slash order-processing expenses.

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 TRUE regarding online B2C shoppers?

Many online shoppers are loyal to a single website.

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

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

How is online marketing different from e-marketing?

Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers.

Which of the following measures, when adopted, will help an online retailer to build customers' trust?

Prominently displaying a privacy policy

_____ are two-dimensional bar codes that can be read by some mobile phones with cameras and are used in ads to provide product details to the consumers.

QR codes

_____ is a technology that secures a website by encrypting information and providing authentication.

SSL

Social media efforts customize marketers' approach to targeted audiences more than many types of traditional marketing.

True

The term _____ refers to different forms of electronic communication through which users can create online communities to exchange information, ideas, messages, and other content.

Social Media

A(n) _____ is a type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user generated content.

Social Media Platform

Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives?

Social media analytics

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

Virtue.com, a women's clothing brand that sells its products online intends to automatically collect data from Internet browsers to track the customer's preferences. These data will help the company to improve its website to provide better search results and also to target its ads well. Which of the following types of software can be used by the company to collect customer information?

Spyware

A firewall is an electronic barrier between a company's internal network and the Internet that limits access into and out of the network.

T

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.

T

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.

T

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

Social media helps marketers to connect with influencers.

True

Sports celebrities and actors use social media marketing to create a positive public image.

True

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

A company can use its advertising cost, site traffic, and conversion rate data to find out the cost to win each customer.

True

A private exchange is also called c-business because of its relatively more collaborative nature.

True

Adrian works with the marketing team of an automobile company. He oversees the look and feel of the online communities that the company uses to market its products. His role is similar to that of a social media designer.

True

Blogs have created interest among marketers as they can be effective at quickly forming public opinion.

True

Business-to-business transactions typically involve more steps than consumer purchases.

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

Communities created by social media help steer consumers toward new brands and products.

True

Companies can improve their positioning on the search list of search engines by paying a particular fee.

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

E-marketing can significantly reduce the costs of reaching a wide audience for small businesses.

True

Encryption is the process of encoding data for security purposes.

True

Increased capability of smart phones has boosted online retail sales.

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

Marketing efforts aimed at creating brand awareness will have a broader target audience compared to those aimed at strengthening relationships with existing customers.

True

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

True

The application of electronic tools, such as email, instant messaging, and blogs, to contemporary marketing has the potential to greatly reduce costs and increase customer satisfaction by increasing the speed and efficiency of marketing interactions.

True

The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at the site.

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

​Using the Internet to build communities helps companies find other organizations that may be interested in forming an alliance.

True

Adecco systems has a website service which allows the company to interact with its suppliers and share all types of data related to e-marketing. This innovative website can be regarded as:

a private exchange.

​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.

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

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

Job seekers can use social media to improve their job prospects in the market by:

being proactive on LinkedIn and connecting with people who work for companies of interest.

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

​The Internet is mainly used for communication, information, purchases, social networking and ___________.

blogging ​( WRONG Streaming movies)

A(n) _____ is a platform that gives users a place to save, organize, and manage links to websites and other Internet resources.

bookmarking site

A(n) _____ is a software program that allows online shoppers to compare the price of a particular product offered by several online retailers.

bot

The overview of a social media marketing plan:

briefly describes the overall market conditions, and the firm's current position in the social media.

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. PreviousNext

​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

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

Consumers rely on communities created by social media for their buying decisions mainly to:

conduct research and share information.

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

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 programmer

Bailee works approximately 60 hours each week as an account executive with an advertising agency and rarely has time to shop. She loves the _______ of shopping online and is a VIP customer with Zappos. She can order shoes or clothing and receive the item within 24 hours delivered right to her door by UPS with free delivery.

convenience

While developing a social media marketing campaign, marketers can make it easy for potential customers to participate in the conversation by:

creating a specific landing page for the marketing campaign.

A retail chain that sells consumer electronics is developing a website in-house to sell its products online. The company has finalized name, appearance, and purpose of the website. The next step in the website development process is to:

determine and develop the content of the site.

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.

Bon Appétit! is a website that contains recipes written by Elise Bauer. In the website, Bauer also writes various articles regarding simple cooking methods. Bon Appétit! can be regarded as an online forum.

f

Web advertising has become more attractive in recent times due to a rise in click-through rates.

false

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

Individuals who are capable of affecting the opinions and actions of others are called _____.

influencers

By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through:

integrated marketing. ( FALSE interactive marketing.&mass marketing.)

The rules of engagement for social media are meant to:

make the exchange between marketers and their target audience a positive one.

A(n) _____ is a blog post that contains only a few words.

microblog

A(n) _____ is a platform that allows users to post messages and hold conversations on specified topics.

online forum

A(n) _____ is a social media platform where users post messages and hold conversations on specified topics.

online forum

Redline is a popular men's clothing brand in the United States. As a part of the firm's new online marketing campaign, the marketing team at Redline has been asked to prepare a synopsis of the overall market condition, including the current position of the firm on social media. The marketing team is most likely to document its findings in the _____ of the marketing plan.

overview

A basic measurement of website's effectiveness is the conversion rate, which is the:

percentage of website visitors who make purchases.

A(n) _____ is a separate window that appears on a user's screen with an advertising message.

pop-up ad

TecMag is a technology firm that builds computer systems and other related components. TecMag sources its raw materials from various manufacturing firms and is looking for a website that can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the following websites can help TecMag accomplish this task efficiently?

private exchange (WRONG: Intranet)

​Most shoppers use the Internet mainly to:

research products online before buying them at a store.

The rate of revenues received for every dollar spent on an expense is referred to as _____

return on investment

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.

_____ are tools that help marketers trace, measure, and interpret data related to social media marketing initiatives.

social media analytics

Jonathan Grey, who has experience in graphics design, was hired by a firm to oversee the look and feel of its Facebook page. Jonathan was most likely hired as a _____.

social media designer

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

The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand, products, public image, or website is known as _____.

social media marketing

A(n) _____ is a formal document that identifies and describes goals and strategies, targeted audience, budget, and implementation methods as well as tactics for monitoring, measuring, and managing the campaign efforts.

social media marketing plan

A(n) _____ is the primary decision maker who runs a firm's social media program.

social media strategist

A(n) _____ is a software that enables users to communicate with each other online.

social media tool

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

Websites such as Facebook and LinkedIn that provide virtual communities through which people can share information, post opinions, and increase their circle of online friends are referred to as _____.

social networking sites

A platform where users can post news items or links to outside articles, then vote on which postings get the most prominent display is known as a(n) _____.

social news site

The process of tracking, measuring, and evaluating a firm's social media marketing initiatives is called _____.

social. media monitoring

Companies should apply caution and commonsense when making their products available for sale via the Internet. Which of the following products would be most likely to be sold using the Internet?

sports apparel

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.

Timeliness and _____ are vital approaches for a firm involved in managing a potential social media crisis.

transparency

Every social network has its own search engine, which allows users to search for topics that interest them.

true

​You have recently taken over responsibility for your firm's social media marketing strategy. You believe your chances for success will be enhanced if you follow a structured approach to developing the strategy. In the past, using the traditional six-step approach to developing a social media strategy has worked well for you. You are inclined to stay with the same process as you develop your firm's strategy. Since you believe in the process, which of the following guidelines will you follow as you set goals for the strategy?

​ ( WRONG The goals should identify which social media platforms are to be used, the goals should be somewhat vague in order to allow the marketer to claim success regardless of the outcome. or ​The goals should not be constrained by the firm's social media policies. )

​To develop expertise in B2B e-marketing, you are reading about extranets. Now you understand enough about these networks to write a paper on the topic for your marketing professor. Choose the error(s) she identified while grading your paper.

​( WRONG Extranets provide secure internal networks. ​Extranets are used for more than ordering and fulfillment processes. ​Extranets are accessible to both customers and suppliers.)

It is expected that the various social media platforms, tools and services will continue to expand at a rapid pace in the years to come. As always, this kind of change will create opportunities and risks for individuals and organizations. Within the context of marketing, you should expect these changes will:​

​(WRONG automate the marketing function.)

​You are fascinated with the proliferation of shopbots. As a consumer, you are glad to take advantage of these search programs, which help you:

​-compare shipping expenses from many sellers ​-compare prices from many sellers

​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

​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

​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.

​While consumers are heavy users of social media, it should be noted that businesses are big users of social media as a means of connecting with existing and potential customers. Which one of the following statements is false about consumer and business use of social media?

​Business-to-business (B2B) marketers are not having much success with social media marketing efforts.

​Your company is planning to launch a new online gaming website. Users will be able to choose from a selection of over 100 games to play. You will earn revenue through the membership fees you charge to users, and from advertising fees charged to companies that want to place their ads in some of your games. You want to increase your chances of success by launching the website in the country that has the most Internet users in the world. In which one of the following countries should you launch your website?

​China

Which age group of shoppers are most likely to spend time on the Internet?

​Consumers aged 18 to 29

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.

​Your boss at a bicycle manufacturing firm is unenthusiastic about making big investments in e-marketing, because he has little experience with it. You are determined to change his mind, and give him examples of e-marketing's potential. Which of the following is not one of your examples?

​E-marketing would enable us to reach cyclists around the globe. ​E-marketing would enable us to provide our bikes exactly when cyclists need them. ​E-marketing would make us more profitable. ​E-marketing would enable us to interact with customers and get their feedback.

​_________________ provide(s) a way to obtain a form of electronic identification and verifying the buyer's identity with this software

​Electronic signatures

​You learned the difference between strategic goals and implementation tactics in a marketing course, but you're having trouble differentiating between them in practice. In your social media marketing plan, which of the following is a tactic?

​Offer coupons on Facebook.

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

​Because you hope to build a career in e-business, you'd like to work for a company making one of the top products sold online. You are most likely to interview with firms offering any of the following except:

​Over the counter drugs AND consumer electronics?

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

​The use of social media in marketing and other aspects of business is expected to continue to grow exponentially over the next decade. Many great career opportunities currently exist in the field, and others will be created as the market evolves. You are excited about the career possibilities in this new field and you have been preparing yourself to take advantage of them. You did a self-assessment and determined that you would love to be the person who is responsible for running a firm's total social media program. Given this, which of the following social media jobs should you pursue?

​Social media strategist

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.

​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.

_____________ are tiny interactive applications that Internet users can copy and add to their own pages to play music, video, or slide shows​

​Widgets

​You just recently joined a pilot program offered by the Small Business Administration and designed to assist individuals from certain demographic groups to establish e-commerce businesses. You are excited to be a part of the program, and you are working hard to develop your business idea. The program stipulates that your business idea must be a business that sells products online. You have done extensive research into online buying trends and you have selected the target market that you think represents the largest number of online shoppers. Which of the following statements best describes the target market that you have selected?

​Women between the ages 18 and 64

​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 setting Develop strategies Target audience Produce content Implement the plan Monitor Measure Is there anything wrong with the ordering of these phases?

​Yes, the phases are ordered incorrectly. Target audience and Develop strategies should be switched. PreviousNext

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

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

​If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most likely to create a serious _____:

​channel conflict

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

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

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 PreviousNext

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

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

​Marketers should not simply assume that their social media marketing (SMM) campaigns are achieving the desired results. Rather, formal monitoring and measuring techniques should be used to assess the effectiveness of an SMM. Some firms calculate return on investment (ROI) for SMM campaigns. An ROI measurement of an SMM should asses the percentage of people exposed to the SMM, also called __________ as well as the number of times a consumer is exposed to the SMM, also called __________.

​reach; frequency

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

​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

Because of the ethical and legal issues that come with the benefits of social media, marketers must be extra careful about what they include in the postings, ads, comments, and even images they include in their social media communications. You are well aware of this important requirement, so you always check your social media communications:​

​to ensure they make fair and realistic claims or promises.

​Using social media to communicate with customers and potential customers requires the marketer to follow some rules of social media etiquette. You clearly understand that when you use social media to reach your target audience you entering into a conversation with your customers. Since this has enormous implications for your firm's relationships with its customers, which of the following will you be certain to do?

​​Think before posting or deleting social media content. ( WRONG Always have a marketing objective in all your social media communications.