MKTG (Chapter 18)

Angela and Dominic own Cincy by the Slice pizzeria. They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook, but they are unsure of which steps to take next. Which of the following resource would best meet their needs? a. A listening platform with key word report capabilities b. An insight platform that offers online focus group solutions c. Web analytics software d. An advanced customer database with predictive application e. A social customer relationship management system

a. A listening platform with key word report capabilities

Which type of social media user posts comments, ratings, and reviews of products and services on blogs and forums? a. Critic b. Conversationalist c. Boaster d. Collector e. Assigner

a. Critic

The most popular microblog is: a. Twitter b. YouTube c. Facebook d. Tumblr e. Poink

a. Twitter

A publicly accessible Web page that functions as an interactive journal is called a(n): a. blog b. profile c. tweet d. electronic diary e. status page

a. blog

Customers and business owners can do all of the following on the Yelp Web site EXCEPT: a. business owners can set their pages to block negative reviews. b. customers can write about bad experiences they've had at local businesses. c. business owners can edit their organizations' pages. d. customers can read about what others think about particular businesses. e. business owners can respond directly to customers who have written reviews.

a. business owners can set their pages to block negative reviews.

TwitPic, Flickr, and Photobucket are all examples of: a. media sharing sites b. corporate blogs c. virtual worlds d. microblogs e. social networking sites

a. media sharing sites

A company would probably NOT want to use Twitter to: a. provide a customer with complex, hard-to-understand instructions on how to use a product. b. direct customers to its corporate blog. c. promote a brand-new product. d. share links to the official company Web site. e. reply to customer queries.

a. provide a customer with complex, hard-to-understand instructions on how to use a product.

More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in: a. search marketing b. display advertising c. mobile marketing d. social media e. e-mail marketing

a. search marketing

One difference between apps and widgets is that: a. widgets are often cheaper to develop than apps. b. apps cannot be used in a mobile-ready format. c. widgets cannot be run entirely within online platforms. d. apps tend to broaden an organization's listening system, while widgets narrow it. e. apps offer new content only, while widgets offer new and already-existing content.

a. widgets are often cheaper to develop than apps.

Which type of social media site allows users to post, read, rate, and comment on opinions about many different kinds of products and services? a. A virtual world b. A review site c. A corporate blog d. A media sharing site e. A microblog

b. A review site

Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones? a. Mobile ads b. SMS c. Web widgets d. MMS e. MOBI

b. SMS

Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos. She doesn't have her own Web site, and she almost never makes any comments on the sites she visits; she just enjoys reading and watching. Bethany would best be characterized as which type of social media user? a. Creator b. Spectator c. Collector d. Joiner e. Inactive

b. Spectator

Which site focuses on microblogging? a. Facebook b. Twitter c. Pinterest d. LinkedIn e. Google+

b. Twitter

All of the following are examples of social media tools and platforms EXCEPT: a. a media sharing Web site b. an AM/FM transistor radio c. an iPhone d. a blog e. Twitter

b. an AM/FM transistor radio

Brands, organizations, and nonprofits that use Facebook: a. have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns. b. are public and are thus subject to search engine indexing. c. must never use the Facebook Wall to communicate with consumers. d. need to use all of Facebook's privacy options to ensure that only the right people have access to company information. e. create profiles, as opposed to pages.

b. are public and are thus subject to search engine indexing.

_____ disseminate marketing-controlled information and are effective platforms for developing thought leadership and fostering better relationships with stakeholders. a. press releases b. corporate blogs c. virtual worlds d. radio advertising e. media sharing sites

b. corporate blogs

Crock of Love prepares and delivers from-scratch meals directly to their customers' homes. Crock of Love has its own Web site, Facebook page, and Twitter account, but the company's owner, Nikki, frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, Nikki is MOST LIKELY trying to: a. control what is being said online about Crock of Love. b. improve Crock of Love's reputation. c. measure customer satisfaction with Crock of Love. d. improve customer service. e. monitor Crock of Love's competitors.

b. improve Crock of Love's reputation.

Content that a company purchases to be placed online is called: a. owned media b. paid media c. controlled media d. earned media e. broadcast media

b. paid media

A Web site that allows individuals to connect with friends, peers, and business associates is called a: a. virtual world b. social networking site c. media sharing site d. social news site e. microblog

b. social networking site

Molly is a frequent Foursquare user; she enjoys earning badges and special statuses based on the number of: a. reviews she has written. b. visits she makes to particular locations. c. times she "Likes" a certain link or post. d. followers she has. e. times her posts are retweeted.

b. visits she makes to particular locations.

Marla is a 55-year-old woman who wants to use a social network site to stay in touch with her son, who is away at college. She also hopes to make contact with some old high school friends. Which of the following is Marla most likely to use for this purpose? a. Last.fm b. YouTube c. Facebook d. Bebo e. Flickr

c. Facebook

Which of the following statements about the use of social media in marketing is TRUE? . All marketers understand that social media is mostly about return on investment (ROI). b. Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media. c. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many-if not most-organizations. d. Fewer than 30 percent of marketers plan on increasing their investments in social media. e. All of the above are true.

c. Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many-if not most-organizations.

SMS is different from MMS in that: a. SMS allows the attachment of multimedia to text messages. b. SMS is designed specifically for viewing and navigation on mobile devices. c. MMS allows the attachment of multimedia to text messages. d. MMS is designed specifically for viewing and navigation on mobile devices. e. SMS and MMS are actually identical marketing tools.

c. MMS allows the attachment of multimedia to text messages.

Of the following, who is MOST likely to be a LinkedIn user? a. Erin, a 13-year-old junior high student and music lover b. Mitch, a 24-year-old songwriter who hopes to make it big in Nashville c. Sharika, a 35-year-old attorney just opening her own practice d. Jose, a 50-year-old Los Angeles Dodgers fan looking for conversation with other baseball lovers e. Amanda, a 70-year-old retiree and avid cook

c. Sharika, a 35-year-old attorney just opening her own practice

Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of: a. the microchip b. the PC c. Smartphone technology d. tablet laptops e. GPS technology

c. Smartphone technology

Which of the following games is probably the MOST appropriate for marketing and advertising? a. Dungeon Runners b. World of Warcraft c. Texas Hold'em Poker d. Legends of Future Past e. The Chronicles of Spellborn

c. Texas Hold'em Poker

Which of the following is an example of owned media? a. The tweet that Winnie-who works out regularly at FitBody Bootcamp-sent to her followers about how much weight she's lost since she's been working out b. An e-mail sent by Garrett to the manager of FitBody Bootcamp, asking about what types of workout programs the gym offers c. The Facebook page created by FitBody Bootcamp to let members know about special events at the gym d. The display advertisement that FitBody Bootcamp purchased on the local newspaper's Web site e. The personal blog "Feeling the Burn," maintained by Andy, who is one of the instructors at FitBody Bootcamp

c. The Facebook page created by FitBody Bootcamp to let members know about special events at the gym

Which of the following statements about online gaming is CORRECT? a. Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them. b. Almost 90% of people play games within social networking sites or on mobile devices. c. The typical online gamer is a 43-year-old woman with a full time job and college education. d. Social gaming is one of the few areas of social media that is not growing. e. The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.

c. The typical online gamer is a 43-year-old woman with a full time job and college education.

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use? a. Picasa b. Photobucket c. YouTube d. Imgur e. TwitPic

c. YouTube

Patrick goes to the movies three or four times each week. He operates a blog where he writes long, detailed reviews of the latest releases. Patrick's blog would best be described as a: a. media sharing blog b. Microblog c. noncorporate blog d. collaborative blog e. corporate blog

c. noncorporate blog

One of the most recent developments on the social media scene is that: a. it will soon be possible to repost another user's message on Twitter. b. organizations will be able to host virtual networking events and "meet and greets" in the virtual world. c. searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search. d. marketers will be able to send short, 160-character text messages to your cell phone. e. YouTube users will not only be able to watch videos, they will also be able to upload their own videos to the site.

c. searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search.

_____ percent of the world's mobile phones can receive text messages. a. 25 b. 40 c. 55 d. 75 e. 90

d. 75

By far, the largest social network for gaming is: a. Twitter b. LinkedIn c. MySpace d. Facebook e. YouTube

d. Facebook

Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah MOST likely to use to share his photos? a. Twitter b. Google c. Bebo d. Flickr e. Groupon

d. Flickr

Corina is a big fan of the British television program Doctor Who. She writes about her love of all things Whovian on her ______, called Wibbly Wobbly Ramblings, where readers can post comments about what she has written. a. social news site b. electronic diary c. toolbox d. blog e. virtual world

d. blog

Location-based social networking sites: a. are a hybrid of media sharing and social networking sites. b. distribute digital audio and video files serially for other people to listen to or watch. c. are essentially short messaging systems designed primarily for internal communication. d. combine the fun of social networking with the utility of location-based GPS technology. e. allow users to archive and share photos and interesting external links.

d. combine the fun of social networking with the utility of location-based GPS technology.

Because of the influence of social marketing, the interaction between producer and consumer has become LESS focused on: a. engaging b. listening c. understanding d. entertaining e. influencing

d. entertaining

Social media: a. cannot be compared to traditional advertising in any meaningful way. b. is thought of by most people as any tool or service that assists conversation. c. has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising. d. offer more one-to-one ways to meet consumers than traditional marketing media. e. has not yet had a major impact on the way marketing works.

d. offer more one-to-one ways to meet consumers than traditional marketing media.

"Conversationalists" are social media users who: a. post comments, ratings, and reviews of products and services on blogs and forums. b. read blogs, listen to podcasts, and watch videos. c. visit many social media sites every day. d. post status updates on social networking sites and microblogging services such as Twitter. e. use RSS feeds to collect information and vote for Web sites online.

d. post status updates on social networking sites and microblogging services such as Twitter.

From a marketing standpoint, the most useful Facebook feature is probably _____, which allows a brand to communicate directly with fans via status updates. a. the Profile page b. the search engine c. the Fans list d. the Wall e. the Real or Fake application

d. the Wall

Blogs with strict post length limits are called: a. password-protected blogs b. beta blogs c. Miniblogs d. private blogs e. Microblogs

e. Microblogs

Danny is a 19-year-old college student and avid gamer. Based on his demographics, which of the following games is Danny MOST likely to play regularly? a. Café World b. Mafia Wars c. Bejeweled Blitz d. Farmville e. World of Warcraft

e. World of Warcraft

Using consumers to develop and market product is called: a. crowdfunding b. co-creation c. brainstorming d. closed innovation e. crowdsourcing

e. crowdsourcing

Without context, measurements are _____: a. Not very costly b. invaluable c. more accurate d. hard to capture e. meaningless

e. meaningless

Groupon.com offers discounts on products and services in specific cities. The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it. Groupon would BEST be described as a: a. media sharing site b. microblog c. social networking site d. virtual world e. social commerce site

e. social commerce site

A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down. a. media sharing site b. social networking site c. review site d. virtual world e. social news site

e. social news site