Ch 13 - MKT 450

In an A⁄B split test, ________. a. a product attribute is split into two product attributes or values b. one group is exposed to one ad or a new product description c. a customer segment is split into two sub-segments d. two or more groups are studied as a single large entity

B

What is a sociogram? a. A diagram depicting brand credibility b. A network depicted in graphical form c. An analysis that deals with optimization d. A diagram depicting supplier credibility

B

________ rate is the percent of sessions for which a visitor enters a website and leaves the website without viewing the other pages in the site. a. Segment b. Bounce c. Exit d. Conversion

B

KPIs are subjective measures. a. True b. False

B, False. KPIs are pretty clean when measuring behaviors-- they happen or they don't-- it's not gradual or subjective measure like brand attitude.

What is a sociomatrix? a. A conceptual map used to target a customer segment b. A pie chart used to depict a network c. A tabular representation used to depict a network d. A conceptual map used to position a brand

C

A social ________ is defined as the set of actors and the relational ties that connect them. a. node b. activity c. link d. network

D

In a social network, ________ are groups of people in a network. a. sociomatrices b. sociograms c. activities d. cliques

D

KPIs for social media are analogous to traditional measures for ________. a. service perishability b. product tangibility c. experiential features d. advertising effectiveness

D

________ are computed for each actor in the network to describe the position of that actor relative to the others. a. Tangibility indexes b. Perishability indices c. Breadth of incomes d. Centrality indices

D

Brand evangelists are the same as brand advocates. a. True b. False

A

In the brand consideration phase of social marketing, search engine optimization is a primary goal of the marketer. a. True b. False

A

In the pre-purchase phase, social media is used to increase the awareness of a product by: a. optimizing the reach of an ad. b. neutralizing the competition. c. using exclusive product distribution. d. conducting product research.

A

In a social network, a customer, a firm, and a brand are called ________. a. activities b. nodes c. interactions d. links

B

In a social network, two actors are said to be structurally equivalent if their: a. stock products are of the same size. b. links to others are the same. c. indexing to the environment are peripheral. d. core market offerings are the same.

B

In the context of a social network, an actor with most links is said to be peripheral in nature. a. True b. False

B, False