MKTG320: Chapter 3 Quiz McGrawHill

American Express Open Forum site invites business experts to share their wisdom in various posts. This is an example of what type of blog? a.)corporate blog b.)professional blog c.)weblog d.)personal blog e.)microblog

a.)corporate blog

What is a microblog? a.)a blog whose owner doesn't post very often b.)a blog that allows people to share their thoughts, opinions, and feelings c.)a blog that targets a very small consumer group d.)a blog that supports only links to other posts e.)a blog run by a small business

b.)a blog that allows people to share their thoughts, opinions, and feelings

Which of the following is a pricing model for apps discussed in your text? a.)data-driven b.)ad-supported c.)premium d.)per-use e.)cost-plus

b.)ad-supported

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to a.)develop beacon technology. b.)analyze content to assess the favorableness or unfavorableness of the sentiments. c.)get an accurate count of clicks. d.)create accurate keyword analysis. C. engage in promoting their new products.

b.)analyze content to assess the favorableness or unfavorableness of the sentiments.

Best Buy provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the _____ aspect of the 4E framework of digital marketing. a.)educate b.)excite c.)experience d.)engage e.)energize

b.)excite

Which of the following is a category of analysis used for understanding data collected from social media? a.)Comparing the data to the user's shopping list on Amazon b.)Identifying the number of dating sites accessed. c.)Determining the amount of user traffic accessing the site d.)Checking to see if the user has more than 250 friends. e.)Noting the time of day that the user is on the computer.

c.)Determining the amount of user traffic accessing the site

In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back. Candy Crush Saga is an example of a.)microblog app. b.)paid app. c.)freemium app. d.)paid app with in-app purchases. e.)ad-supported app.

c.)freemium app.

Which app pricing model is used by the app Candy Crush Saga? a.)paid apps b.)paid apps with in-app purchases c.)freemium apps d.)ad-supported apps e.)in-app purchases

c.)freemium apps

Central Style wants Joanna Gaines from HGTV to mention their reclaimed wood furniture in her blog. They are willing to pay her top dollar because of her popularity. This is an example of a.)social distancing. b.)demographic targeting. c.)influencer marketing. d.)the information effect. e.)social listening.

c.)influencer marketing.

A disadvantage for companies using a "daily budget" such as that offered by Facebook to its advertisers is that it a.)encourages negative feedback. b.)has poor cost control. c.)may limit exposure if ad is very successful d.)is unable to make adjustments. e.)is unattractive to consumers.

c.)may limit exposure if ad is very successful

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of? a.)dynamic effect b.)timelessness effect c.)network effect d.)information effect e.)connected effect

c.)network effect

An entertaining post likely spreads further than a basic, informational one. This factor contributes to a.)reliability. b.)relevance. c.)reach. d.)return. e.)response.

c.)reach.

From a marketing perspective, what role is played by professional bloggers? a.)sharing videos and photos of products b.)recruiting employees c.)reviewing and giving product and service recommendations d.)engaging customers on behalf of companies e.)introducing new products to the marketplace

c.)reviewing and giving product and service recommendations

The first step in the process of creating a digital marketing campaign is to a.)develop a budget. b.)identify the target audience. c.)set goals d.)design the elements of the campaign. e.)monitor the program.

c.)set goals

The ________ is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously. a.)contextual element b.)commerce force c.)commerce impact d.)connected effect e.)community condition

d.)connected effect

Amelia wants a very professional look for an interview with an accounting firm. A friend tells her about Your Look, a site that allows potential customers to virtually try on clothes and see what looks best. It even offers an interactive "custom fit" feature. After checking out her options, Amelia takes her measurements and orders a pantsuit without ever leaving her office. Virtually trying on a suit best describes which of the 4E framework objectives? a.)excite b.)educate c.)energize d.)experience e.)engage

d.)experience

What Amazon innovation might suggest replenishment of a previously ordered item, facilitate the purchase of a tool that the shopper is missing for a DIY project, or even recommend alternatives to consistently purchased products and brands? a.)Amazon ecosystem b.)Twitter c.)Spark d.)Pinterest e.)Alexa

e.)Alexa

Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes' target customer base. a.)YouTube b.)Twitter c.)Google Analytics d.)Amazon e.)LinkedIn

e.)LinkedIn

Manufacturers, retailers, and service providers have created and maintain websites, blogs, and _________ to enable customers to interact with them over the Internet. a.)software applications b.)social bookmarks c.)product reviews d.)hardware applications e.)a social media presence

e.)a social media presence

Suppose that Hardee's wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using a.)bounce rate. b.)click path analysis. c.)Google Analytics. d.)keyword analysis. e.)sentiment analysis.

e.)sentiment analysis.