Final exam buad231 11-16
The Pew Research Center Social Media Use in 2018 study shows that more than _____ of U.S. adults are now on at least one social media platform.
70%
The various means by which promotional messages are communicated to the public using words, speech, and pictures is called _____.
Advertising media
What are some examples of sales promotions used to encourage short-term sales?
All of these Contests Gift premiums Coupons
What is a function of public relations?
All of these Manage publicity Build trust Promote positive brand image
Which of the following is a benefit of social media marketing?
All of these are benefits of social media marketing Improving customer service Improving brand image Cutting marketing costs
What social media trend basically means "adding to"?
Augmented reality
This piece of the marketing plan answers the following questions: "Who are we? Why do we exist?"
Brand identity
In which stage of personal selling do you obtain the sale?
Close
What is an example of an external environment force?
Economic All of these Social Political
Which class of metrics measure how well marketing got things done?
Efficiency metrics
What are possible sources for external environment scanning?
Employee feedback, customer feedback, customer insight research Social media, trade associations, and magazines All of these Industry experts, census data, industry and government reports
What are some practical ways to add emotions into promotional messages?
Images Music Lighting All of these
_____ help get the product to customers and can help fulfill functions such as sales and distribution.
Intermediaries
Which social media platform is well-suited for personal branding for the job market?
What includes all the forces that affect a company's ability to do business?
Marketing environment
What are the links from external sites that occur because someone who found web content on the linked-to page useful?
Natural backlink
What factors encourage firms to opt for indirect distribution?
Order size Market presence Added value All of these
Which marketing metric type shows the business impact of the marketing's work?
Outcome
What are the seven elements of the marketing mix?
Product, price, place, promotion, process, people, physical evidence
Which analytic process links marketing's work to revenue?
Real analytics process
List one of the three categories for how marketing teams embrace analytics.
Real analytics process "Vanity" analytics process All of these are categories for how marketing teams embrace analytics No analytics process
Which one of the following is considered a general social media marketing tip?
Remember to interact on social media Remember to create and share value All of these options are examples of general social media marketing tips Remember to represent your brand identity
One of the most important elements of digital marketing is _____.
SEO
Which of the following is a reason why direct channels are prevalent?
Sales process delivers value All of these Customers insist on it Customers are large
What is SEO?
Search Engine Optimization
This piece of the marketing plan answers the following questions: "Who are we? Why do we exist?"
Situation analysis
Which factor in the external environment IS the customer base?
Social
What are attributes of a company that give it a competitive advantage or superior position?
Strengths
Positioning Statement Template: For (_____ _____), product/service is (concise description). It is ideal for (best use or application) because (primary benefit or differentiation).
Target market
Which external environment factor includes anything that affects innovation?
Technological
True or False: Channels can create efficiency for consumers and brands.
True
True or False: The marketing plan is grouped into sections.
True
What is it called when advertising reaches people who are not part of the target market and are not potential customers?
Waste coverage
Which of the following is not discussed by the chapter as an advantage of indirect channels?
ability to compete
What is an external communication that is paid for by the seller and promotes a product to potential customers?
advertising
Which of the following is an example of out of home advertising?
billboards
What is the rate of incidents called of someone visiting a single page and then exiting the site from that page without visiting other pages on the site?
bounce rate
What is a path to market for goods and services?
channel
Remarketing relies on the use of _____.
cookies
The key is that a marketer researches and thinks through all the elements in the marketing plan, _____ the market plan for each individual product.
customizing
Providing a great user or visitor experience begins with _____.
design
Which factor in the external environment includes all factors that influence the wealth or buying power of consumers?
economic
Under what category does distribution through a single channel partner in a market fall on the spectrum?
exclusive
Which social media platform has the largest user base of the traditional social media platforms?
True or False: A team of sales representatives is an example of a channel.
false
True or False: It is not possible to use one platform for one type of interaction and another platform for the same company to fill a different function.
false
True or False: Opportunities and threats are both internally focused.
false
True or False: Running last-minute ads is typically an option in magazines.
false
What occurs each time an ad is displayed?
impression
Clicks are usually a small subset of the number of _____.
impressions
Which social media platform is well-suited for causes that can be expressed visually and artistically?
In most cases, a distribution channel is a(n) _____ between the products a brand manufactures and the customers that buy the product.
intermediary
What is the first step for scanning the environment?
observe
Which social media platform is well-suited for anything that can be planned for or given instructions for?
What is a Google metric that considers keyword quality, ads, and landing page experience?
quality score
The number of people who are exposed to an ad, either by viewing a visual ad or hearing an audio ad are called _____.
reach
What is the last step to a PPC ad campaign?
test the ad
True or False: A team of sales representatives is an example of a channel.
true
True or False: Differentiation, access to new markets, economies of scale, efficiency, and creating barriers to competition are all reasons why channels are needed.
true
True or False: YouTube is the second largest search engine behind Google.
true
