Test Bank for M Marketing 5th Edition by Grewal

Chapter 03 Social and Mobile Marketing True / False Questions 1. The term social media refers exclusively to social networking sites like Facebook. True False 2. Firms should not attempt to educate customers about products and services using social media, since customers are busy interacting with friends and will reject attempts to educate them. True False 3. The focus of social media efforts targeted at customer interaction is building connections. True False 4. The objectives of the 4E framework for social media are excite, educate, engage, and evaluate. True False 5. Positive engagement through social media often makes customers more profitable for the firm. True False 6. A personalized offer sent to a targeted customer via social media is more likely to be relevant to him or her. True False 7. A well-designed social media marketing offer will have a clear call to action aimed at customers. True False 8. To achieve their objectives, marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites. True False 9. A blog is an example of a thought-sharing site. True False 10. The best-known microblogging site is Google+. True False 11. An advantage of a corporate blog is that all content on the blog can be completely controlled by the company. True False 12. Of the types of social media identified in the text, Flickr is considered a thought-sharing site. True False 13. More than half of smartphone users in the United States have used them to make purchases. True False 14. As one of the seven primary motivations for mobile app usage, "discovery" pertains to seeking a product or a service. True False 15. S specializes in helping firms engage with their customers in social media. One service that S offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis. True False 16. For all Facebook pages, the conversion rate would be calculated as the percentage of visitors to the page who click the "Like" button. True False 17. Keyword analysis refers to the study of people's queries on search engines. True False 18. The three-stage process that firms use to engage customers through social mobile media involves listening, analyzing, and correcting. True False 19. Bounce rate refers to the percentage of times a visitor leaves a website almost immediately. True False 20. When designing a social media marketing campaign, the first step is to identify the target audience. True False 21. A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time. True False Multiple Choice Questions 22. Which of the following is the definition of social media? A. content distributed through online and mobile technologies to facilitate interpersonal interactions B. a collection of websites that support the posting of videos and photos C. a group of websites that allow users to establish formal and informal connections D. the practice of users forwarding video and photo links to one another E. web services that allow users to share their physical locations 23. How does your text describe how social media firms help marketers connect with their customers? A. by helping firms appear more "hip" to customers B. by helping build connections between customers and firms C. by helping firms establish an Internet presence D. by allowing customers to search for products more easily E. by allowing firms to capture customer information 24. The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is not one of the 4Es in this framework? A. engagement B. energy C. excitement D. experience E. education 25. Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting? A. engagement B. energizing C. excitement D. experiencing E. educating 26. In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be A. unique. B. relevant. C. substantial. D. easy to understand. E. tangible. 27. A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? A. engage B. energize C. excite D. experience E. educate 28. While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate 29. While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit the company's website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate 30. Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers? A. Facebook B. Twitter C. LinkedIn D. HubSpot E. WordPress 31. Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate 32. It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework? A. engage B. energize C. excite D. experience E. educate 33. Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? A. engage B. energize C. excite D. experience E. educate 34. When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted? A. educate B. experience C. engage D. energize E. excite 35. Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment? A. educate B. energize C. excite D. experience E. engage 36. For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to A. encourage customers to engage with the firm and experience its products. B. stimulate excitement. C. develop customer education and engage with other users. D. develop customer education. E. energize customers and stimulate excitement for its products. 37. Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task? A. YouTube B. LinkedIn C. blog D. Instagram E. Google+ 38. Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than average. D. younger and poorer than average. E. more critical consumers. 39. Location-based software and applications can help bring special offers to customers right on their smartphones when they are in the process of making a purchase decision. This best represents which aspect of the 4E framework of social media marketing? A. engage B. energize C. excite D. experience E. educate 40. Marketers rely on three types of social media: social networking sites, thought-sharing sites, and A. software application sites. B. product review sites. C. corporate websites. D. media-sharing sites. E. social bookmarking sites. 41. Marketers rely on social media to achieve three objectives. Which of the following is not one of those objectives? A. members promote themselves to gain more friends B. sites promote themselves to get more members C. members promote sites to gain more friends D. outside companies promote their products to appeal to potential customers E. outside companies promote their services to appeal to potential customers 42. LinkedIn is an example of which type of social media site? A. social networking B. media sharing C. thought sharing D. photo sharing E. corporate blogging 43. When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users, they agreed that a successful campaign must A. tell a story. B. be promotion based. C. be unique. D. have a celebrity endorsement. E. generate "buzz." 44. Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group? A. entertainment marketers B. photo enthusiasts C. small-business owners D. athletes E. journalists and bloggers 45. What feature unique to Google+ lets people interested in similar topics form their own groups? A. Circles B. Neighborhoods C. Villages D. Cliques E. Communities 46. Instagram is an example of which type of social media site? A. microblogging B. social networking C. thought sharing D. media sharing E. social bookmarking 47. YouTube is an example of which type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking 48. Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors and looks for baking ideas and equipment. What type of social media site is Karlie using? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking 49. Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of A. microblogging. B. media sharing. C. thought sharing. D. professional networking. E. social bookmarking. 50. This type of thought-sharing site typically provides the highest level of control for companies. A. professional blog B. corporate blog C. personal blog D. Flickr E. Google+ 51. From a marketing perspective, what role is played by professional bloggers? A. engaging customers on behalf of companies B. introducing new products to the marketplace C. sharing videos and photos of products D. recruiting employees E. reviewing and giving product recommendations 52. Of the various types of blogs, which one do marketers have the lowest level of control over? A. personal B. corporate C. professional D. corporate microblogs E. professional microblogs 53. What is Google+? A. an experimental, advanced search engine B. a website where users can work together to create documents C. a site offering analytical information about website usage D. a social networking site E. a video-sharing site intended for businesses 54. Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? A. uploading a coupon to the Nike fan page B. encouraging Facebook users to "like" the Nike page so their friends will see this action C. placing a Facebook ad D. creating a Facebook tab allowing users to view the tennis clothing within Facebook E. placing a Facebook link on the Nike corporate website 55. What is a microblog? A. a blog whose owner doesn't post very often B. a blog that supports only links to other posts C. a blog run by a small business D. a blog service that supports only short posts E. a blog that targets a very small consumer group 56. Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. Nuts About Southwest is an example of a A. corporate blog. B. network blog. C. personal blog. D. professional blog. E. social blog. 57. Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog. A. professional; network B. professional; personal C. personal; professional D. personal; social E. social; network 58. Twitter can help build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is A. limiting the number of tweets per day. B. remunerating for posters. C. managing outgoing Twitter communication. D. eliminating negative posts. E. eliminating confusion with similar products. 59. All of the following are primary needs that apps meet except A. the need to find "me time." B. the need to socialize. C. the need to shop. D. the need to share. E. the need to discover. 60. Which of the following is a pricing model for apps discussed in your text? A. cost-plus B. ad-supported C. premium D. per-use E. data-driven 61. Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month? A. need for "me time" B. need for socializing C. need for shopping D. need for accomplishing E. need for self-expression 62. The app Vine allows users to share mini-movies on Twitter, satisfying the primary motivation of the need A. to discover. B. to socialize. C. to accomplish. D. for preparation. E. for self-expression. 63. A process called _______ enables customers to scan a product in a store and instantly compare the prices online to see whether a better deal is available. A. deal-finding B. window-shopping C. highlighting D. matching E. showrooming 64. Which of the following apps would help consumers fulfill their "need to accomplish"? A. Vine B. Google Calendar C. Flipboard D. MyFitnessPal E. SkyMap 65. Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation? A. to prepare B. to accomplish C. to discover D. to work E. to organize 66. Which of the primary motivations do consumers spend the least amount of time engaging in on their smartphones? A. the need to shop B. the need to self-express C. the need to discover D. the need to socialize E. the need to accomplish 67. Which type of pricing model for apps prompts/allows customers to make small "micropurchases" to enhance the app itself? A. ad-supported apps B. freemium apps C. in-app purchases D. paid apps E. multi-level apps 68. ________ are free to download, but place ads on the screen when using the program to generate revenue. A. Ad-supported apps B. Freemium apps C. In-app purchases D. Paid apps E. Paid apps with in-app purchases 69. Current research points to which pricing model for apps as the most effective? A. ad-supported apps B. freemium apps C. in-app purchases D. paid apps E. paid apps with in-app purchases 70. The elements of the social media engagement process are A. listening, reacting, and correcting. B. exciting, listening, and doing. C. analyzing, developing, and engaging. D. listening, engaging, and evaluating. E. listening, analyzing, and doing. 71. Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A. reacting. B. exciting. C. engaging. D. listening. E. educating. 72. One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's A. conversion rate. B. extended network. C. bounce rate. D. hits. E. click paths. 73. When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be A. the number of people who entered the contest. B. the number of people who entered the contest plus the number of people who visited the page describing the contest. C. the number of people who visited the page describing the contest. D. the percentage of visitors to the page describing the contest who entered the contest. E. the percentage of fans of the company's page who learned about the contest. 74. Suppose that Burger King 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. Google Analytics. B. sentiment analysis. C. click path analysis. D. keyword analysis. E. bounce rate. 75. Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address? A. sentiment analysis B. page views C. bounce rates D. keyword analysis E. mobilization rates 76. Companies that specialize in sentiment analysis are least likely to look at __________ for data. A. personal blogs B. Facebook C. Twitter D. YouTube E. online reviews 77. One measure of traffic from visitors on sites, the total page requests, is measured in units called A. clickers. B. hits. C. paths. D. tweets. E. impressions. 78. Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor's websites, particularly to learn how people search for similar products online? A. click path data B. sentiment analysis C. social influence D. keyword analysis E. budget analysis 79. __________ are a measure that indicates what percentage of potential customers act as the marketer hopes, either by clicking, buying, or donating. A. Sentiment rates B. Conversion rates C. Bounce rates D. Keyword rates E. Mobilization rates 80. How is the cost to companies and entrepreneurs using Google Analytics calculated? A. a few cents per 100 hits B. correlation to conversion rates of website C. flat fee D. free for individuals; corporate rates based on usage E. free for everyone 81. The first step in the process of creating a social media 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. 82. The final step in the process of creating a social media 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. 83. When developing a social media campaign, what is unique about the copy and images to be used that is more critical with social media than other forms of IMC? A. They need to be humorous. B. They need to be updated almost constantly. C. They need to feature only young actors. D. They must appear only in color (not black and white). E. They must appeal to a diverse, multicultural audience. 84. What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers? A. has poor cost control B. is unable to make adjustments C. may limit exposure if ad is very successful D. is unattractive to consumers E. encourages negative feedback Essay Questions 85. Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products. 86. Explain the 4E framework for social media, and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es. 87. Which forms of social media are good choices for "exciting" the customer? 88. A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product. 89. Explain how YouTube helps customers "experience" a product or service. 90. In terms of the 4E framework, what is the significance of "engaging" the customer? 91. Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones. Using the 4E framework, explain (with examples) how Samsung could build this program. 92. Briefly describe the three-stage process for engaging customers using social and mobile media. 93. Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign. 94. Suppose that a restaurant near campus wants to use social media to get more people to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. In this situation, how would you measure the conversion rate? 95. What are page views, and why might a blogger want to see a report showing page views for the different pages of a blog? 96. Burger King has become known for launching edgy—and often risky—advertising and social media campaigns. How might Burger King use sentiment analysis to gain insights into consumers' reactions to a new ad campaign? 97. Explain the three primary objectives social media is used to accomplish. 98. Give an example of how social media can be used to provide improved customer service. 99. Compare the role of corporate, professional, and personal bloggers regarding a new product. Choose one product/service and use this as an example in your explanation. 100. Why might an active Facebook user also want to participate in LinkedIn? 101. Describe a typical user of LinkedIn, as well as the kinds of activities he or she will participate in as an active user. 102. How do companies such as Home Depot and the Home Shopping Network effectively utilize media-sharing sites? Provide examples, including reference to which two of the 4E frameworks are most active. 103. Demographically speaking, what are the advantages to retailers in utilizing mobile marketing? 104. Marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites. Describe each of these types of sites and give examples of each. 105. List and describe the seven primary motivations for mobile app usage. 106. Select four of the seven primary motivations for mobile apps and provide examples of apps that correspond to each motivation. 107. Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills. 108. List and describe the four basic ways of generating revenue from apps. 109. You are the owner of a new deli that encourages customers to "build their own sandwiches." What social and mobile media tools could you use to enhance your business? 110. List, in order, the steps involved in developing a social media marketing campaign. Chapter 03 Social and Mobile Marketing Answer Key True / False Questions 1. The term social media refers exclusively to social networking sites like Facebook. FALSE The term social media refers to various forms of content distributed through online and mobile technologies to facilitate interpersonal interactions. Social networking sites like Facebook are just one form of social media. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: Social Media Definition 2. Firms should not attempt to educate customers about products and services using social media, since customers are busy interacting with friends and will reject attempts to educate them. FALSE While customers may reject poorly targeted or poorly designed attempts to educate them, social media tools such as blogs, video-sharing sites, and HubSpot can be extremely effective in educating customers about the firm's offerings. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 3. The focus of social media efforts targeted at customer interaction is building connections. TRUE Social media offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: Social Media as Part of the Marketing Plan 4. The objectives of the 4E framework for social media are excite, educate, engage, and evaluate. FALSE The objectives of the 4E framework for social media are excite, educate, experience, and engage. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 5. Positive engagement through social media often makes customers more profitable for the firm. TRUE Some studies have shown that positively engaged consumers purchase 20 to 40 percent more than less engaged customers. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 6. A personalized offer sent to a targeted customer via social media is more likely to be relevant to him or her. TRUE To excite customers, an offer must be relevant to its targeted customer. One way relevancy can be achieved is by providing personalized offers. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 7. A well-designed social media marketing offer will have a clear call to action aimed at customers. TRUE An imperative of well-designed social media marketing offers is that they have a clear call to action to draw customers through their computers, tablets, and mobile devices into online websites or traditional retail stores. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 8. To achieve their objectives, marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites. TRUE Marketers rely on the three types of social media: social networking sites, media-sharing sites, and thought-sharing sites (or blogs) to achieve three objectives. First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, outside companies promote their products and services to appeal to the potential consumers who are active on the sites. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 9. A blog is an example of a thought-sharing site. TRUE Blogs and microblogs are frequently used sites allowing users to share their thoughts. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 10. The best-known microblogging site is Google+. FALSE Google+ is an example of a social network. The best-known example of a microblog is Twitter. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 11. An advantage of a corporate blog is that all content on the blog can be completely controlled by the company. FALSE Corporate blogs are created by the companies themselves and have the highest level of control because to a large degree, they can control the content posted on them. However, these blogs also allow customers to respond to posts, so the content can never be completely controlled. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 12. Of the types of social media identified in the text, Flickr is considered a thought-sharing site. FALSE Flickr, the photo-sharing site, is an example of a media-sharing site. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 13. More than half of smartphone users in the United States have used them to make purchases. TRUE Of the more than 184 million people who have smartphones in the United States, approximately 60 percent of them make purchases on these devices. This is why it is important for firms to have a solid mobile marketing strategy. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-03 Understand various motivations for using mobile applications and how they are priced. Topic: Motivations for Mobile App Usage 14. As one of the seven primary motivations for mobile app usage, "discovery" pertains to seeking a product or a service. FALSE The "discovery" motivation for mobile app usage pertains to seeking news and information; the "shopping" motivation pertains to seeking a product or a service. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-03 Understand various motivations for using mobile applications and how they are priced. Topic: Motivations for Mobile App Usage 15. S specializes in helping firms engage with their customers in social media. One service that S offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis. TRUE Sentiment analysis aims to collect social media inputs from a variety of sites and distill them to better understand customers' attitudes and preferences. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Social Media as Part of the Marketing Plan 16. For all Facebook pages, the conversion rate would be calculated as the percentage of visitors to the page who click the "Like" button. FALSE A conversion occurs when a visitor to the page does whatever the marketer hoped he or she would do. The marketer's goal will often be to get visitors to "like" the page, in which case the question correctly describes how to calculate the conversion rate. But in other cases, the goal might be for visitors to print a coupon and take it to the store, to book a plane reservation, or to post a comment or photo. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 3 Hard Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Marketing Metrics 17. Keyword analysis refers to the study of people's queries on search engines. TRUE Keyword analysis considers the searches potential customers perform on search engines, in the hopes of learning more about their goals in the search. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Marketing Metrics 18. The three-stage process that firms use to engage customers through social mobile media involves listening, analyzing, and correcting. FALSE The three-stage process firms use to engage their customers through social mobile media involves listening to what customers have to say, analyzing the information available through various touch points, and finally implementing (or doing) social media tactics to excite customers. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Social Media as Part of the Marketing Plan 19. Bounce rate refers to the percentage of times a visitor leaves a website almost immediately. TRUE The bounce rate refers to the percentage of times a visitor leaves a website almost immediately, such as after viewing only one page. Analyzing which pages are the most frequent entry and exit locations provide direction on how to make a website more effective. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Marketing Metrics 20. When designing a social media marketing campaign, the first step is to identify the target audience. FALSE The first step should be to identify the strategy and goals for the program. The second step is to identify the target audience. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-04 Recognize and understand the three components of a social media strategy. Topic: Social Media as Part of the Marketing Plan 21. A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time. FALSE Many mobile apps can meet several needs at once. MyFitnessPal, for example, serves a person's need to accomplish fitness goals, but the app also has a social component that enables people to post their success and a shopping component that links to various products. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-03 Understand various motivations for using mobile applications and how they are priced. Topic: Motivations for Mobile App Usage Multiple Choice Questions 22. Which of the following is the definition of social media? A. content distributed through online and mobile technologies to facilitate interpersonal interactions B. a collection of websites that support the posting of videos and photos C. a group of websites that allow users to establish formal and informal connections D. the practice of users forwarding video and photo links to one another E. web services that allow users to share their physical locations The incorrect definitions are all too narrow, covering only some aspects of social media. Social media refers to a broad range of content—video, photos, links, comments, information, music preferences, and so on—to facilitate interpersonal interactions. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: Social Media Definition 23. How does your text describe how social media firms help marketers connect with their customers? A. by helping firms appear more "hip" to customers B. by helping build connections between customers and firms C. by helping firms establish an Internet presence D. by allowing customers to search for products more easily E. by allowing firms to capture customer information Social media firms offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: Social Media as Part of the Marketing Plan 24. The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is not one of the 4Es in this framework? A. engagement B. energy C. excitement D. experience E. education The 4E framework includes exciting the customer, educating the customer, offering ways for the customer to experience the product or service, and engaging the customer. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 25. Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting? A. engagement B. energizing C. excitement D. experiencing E. educating In a sense, the first three Es set the stage for the last one: engaging the customer. With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 26. In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be A. unique. B. relevant. C. substantial. D. easy to understand. E. tangible. To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 27. A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks? A. engage B. energize C. excite D. experience E. educate To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 28. While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate To excite customers, an offer must be relevant to its targeted customer. In some cases, location-based software and applications help bring the offer to the customers when they are in the process of making a purchase decision. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 29. While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit the company's website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item they sell. This is an example of which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate offered benefits. This is an example of educating the customer. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 30. Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers? A. Facebook B. Twitter C. LinkedIn D. HubSpot E. WordPress Several social media tools are critical in helping marketers educate their potential customers, such as blogs and blogging tools (e.g., WordPress and Twitter), HubSpot (all-in-one marketing software), YouTube, and Google+, as well as some lesser known options such as Roost or Schedulicity. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: Social Media as Part of the Marketing Plan 31. Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives? A. engage B. energize C. excite D. experience E. educate Trying out a product or service before purchasing it is an example of the experience aspect of the 4E framework. This provides a benefit for customers who may not have the time or ability to experience products in person—and can lead to immediate sales. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 32. It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework? A. engage B. energize C. excite D. experience E. educate Gone are the days when consumers had to purchase a product in order to try it out. Social media offer various ways for consumers to experience a product before purchasing it. For example, YouTube videos can come relatively close to simulating real experiences. Pinterest allows consumers to see a product used in various ways, and companies can even post pictures, how-to videos, and even step-by-step instructions for do-it-yourselfers. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 33. Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers? A. engage B. energize C. excite D. experience E. educate Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. Such engagement can be negative or positive. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 34. When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted? A. educate B. experience C. engage D. energize E. excite Marketers use many kinds of social media-related offers to excite customers, including mobile applications and games to get the customers excited about an idea, product, brand, or company. Firms actively use social networks such as Facebook, Pinterest, and Google+ to communicate deals that are likely to excite consumers. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 35. Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment? A. educate B. energize C. excite D. experience E. engage In a sense, the first three Es set the stage for the last one: engaging the customer. With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. Such engagement can be negative or positive. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 36. For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to A. encourage customers to engage with the firm and experience its products. B. stimulate excitement. C. develop customer education and engage with other users. D. develop customer education. E. energize customers and stimulate excitement for its products. Media-sharing sites (e.g., YouTube and Flickr) are excellent social media tools that provide customers visual experiences of customers or professionals who are using these goods and services, as well as provide customers an opportunity to engage with the firm and others. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 37. Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task? A. YouTube B. LinkedIn C. blog D. Instagram E. Google+ Thought-sharing sites, like blogs, are excellent for providing customer education. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 38. Research indicates that positively engaged consumers tend to be A. more socially outgoing. B. more profitable consumers. C. older and wealthier than average. D. younger and poorer than average. E. more critical consumers. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. Such engagement can be negative or positive. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers. AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 39. Location-based software and applications can help bring special offers to customers right on their smartphones when they are in the process of making a purchase decision. This best represents which aspect of the 4E framework of social media marketing? A. engage B. energize C. excite D. experience E. educate This represents excitement. For instance, Staples may provide loyal customers a relevant coupon based on previous purchases through their mobile phone, while they are in the store—a hopefully exciting experience. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-01 Describe the 4E framework of social media marketing. Topic: 4E Framework of Social Media Marketing 40. Marketers rely on three types of social media: social networking sites, thought-sharing sites, and A. software application sites. B. product review sites. C. corporate websites. D. media-sharing sites. E. social bookmarking sites. The three broad categories of social media that marketers rely on are social networking sites (like Facebook or LinkedIn), thought-sharing sites (encompassing various types of blogs), and media-sharing sites (like YouTube and Instagram). AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Categories of Social Media 41. Marketers rely on social media to achieve three objectives. Which of the following is not one of those objectives? A. members promote themselves to gain more friends B. sites promote themselves to get more members C. members promote sites to gain more friends D. outside companies promote their products to appeal to potential customers E. outside companies promote their services to appeal to potential customers Marketers rely on the three types of social media: social networking sites, media-sharing sites, and thought-sharing sites (or blogs) to achieve three objectives. First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, outside companies promote their products and services to appeal to the potential consumers who are active on the sites. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 42. LinkedIn is an example of which type of social media site? A. social networking B. media sharing C. thought sharing D. photo sharing E. corporate blogging LinkedIn is a social networking site. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 43. When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users, they agreed that a successful campaign must A. tell a story. B. be promotion based. C. be unique. D. have a celebrity endorsement. E. generate "buzz." When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users, they agreed that a successful campaign must tell a story. Ideally, the story should involve and engage users in the plotline. Equally important, these creative heavyweights highlighted the need to connect the campaign to the real world. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 44. Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group? A. entertainment marketers B. photo enthusiasts C. small-business owners D. athletes E. journalists and bloggers More than 12 million of LinkedIn's users are small-business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn's professional association groups. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 45. What feature unique to Google+ lets people interested in similar topics form their own groups? A. Circles B. Neighborhoods C. Villages D. Cliques E. Communities The Communities feature on Google+ lets people interested in similar topics form their own groups. Unlike Facebook, Google+'s Communities allow brands to join as members, such that a paddle brand or seller of suntan lotion could easily interact with the members of a group devoted to paddleboarding. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 46. Instagram is an example of which type of social media site? A. microblogging B. social networking C. thought sharing D. media sharing E. social bookmarking Instagram is a media-sharing site. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 47. YouTube is an example of which type of social media site? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking YouTube is a media-sharing site where users upload, share, and view videos. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 48. Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest. She also posts pictures of fun kitchen equipment in sherbet colors and looks for baking ideas and equipment. What type of social media site is Karlie using? A. microblogging B. media sharing C. thought sharing D. social networking E. social bookmarking Pinterest is a media-sharing site where users share and view image-based collections often organized by topic. AACSB: Knowledge Application Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 49. Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of A. microblogging. B. media sharing. C. thought sharing. D. professional networking. E. social bookmarking. Twitter is an example of a microblogging site where users are limited to 140-character messages. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 50. This type of thought-sharing site typically provides the highest level of control for companies. A. professional blog B. corporate blog C. personal blog D. Flickr E. Google+ Corporate blogs, which are created by the companies themselves, have the highest level of control because to a large degree, they can control the content posted on them. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 51. From a marketing perspective, what role is played by professional bloggers? A. engaging customers on behalf of companies B. introducing new products to the marketplace C. sharing videos and photos of products D. recruiting employees E. reviewing and giving product recommendations Professional bloggers review products and give product recommendations. Consumers seem to trust professional bloggers' reviews much more than corporate blogs and other more traditional media, like advertising. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Understand Difficulty: 2 Medium Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 52. Of the various types of blogs, which one do marketers have the lowest level of control over? A. personal B. corporate C. professional D. corporate microblogs E. professional microblogs Personal blogs are written by people who receive no products or remuneration for their efforts. Thus, of the three types of blogs, marketers have the lowest level of control over this type. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 53. What is Google+? A. an experimental, advanced search engine B. a website where users can work together to create documents C. a site offering analytical information about website usage D. a social networking site E. a video-sharing site intended for businesses Google+ is a social networking platform designed to compete with Facebook. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 54. Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles? A. uploading a coupon to the Nike fan page B. encouraging Facebook users to "like" the Nike page so their friends will see this action C. placing a Facebook ad D. creating a Facebook tab allowing users to view the tennis clothing within Facebook E. placing a Facebook link on the Nike corporate website The only method listed that specifically targets users by their profile information is the Facebook ad. In order for the campaign to succeed, though, the ad would need to be engaging and to be well supported on Nike's Facebook page. AACSB: Technology Accessibility: Keyboard Navigation Blooms: Apply Difficulty: 3 Hard Learning Objective: 03-02 Understand the types of social media. Topic: Social Media as Part of the Marketing Plan 55. What is a microblog? A. a blog whose owner doesn't post very often B. a blog that supports only links to other posts C. a blog run by a small business D. a blog s