Deck 16: Social Networks and Communication

Question 1

The Internet has surpassed television as the largest market for advertising.

Answer 1

True

Question 2

Viral marketing depends on a low pass-along rate.

Answer 2

False

Question 3

Measuring the effectiveness of social media is always easy.

Answer 3

False

Question 4

Traditional marketing campaigns are dynamic and have an unlimited life.

Question 5

The strength of the ties between marketers and consumers depends mainly on the frequency and quality of customer interactions related to the firm's products.

Question 6

Social media leverage the power of electronic word of mouth.

Question 7

Online marketing requires minimum commitment of time and resources.

Question 8

The online press room is a critical asset for publicizing the firm and its brands.

Question 9

Podcasts are purely audio files for the iPod.

Question 10

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.

Question 11

To ensure social media success in international marketing,marketers should use mass media techniques rather than customizing messages to the audience.

Question 12

The dynamic nature of cyberspace means that a single person can take on the roles of opinion provider,giver,and sharer.

Question 13

International communications via social networks are a form of mass marketing.

Question 14

Cultural differences have very little impact on the way social media are used around the world.

Question 15

Offering coupons online increases the costs of development,distribution,and database creation.

Question 16

The digital divide affects developed economies the most.

Question 17

Individualist cultures are more likely than collectivist cultures to value brand-oriented interactions available through social media.

Question 18

Differences in technology diffusion drive the way social media are used around the world.

Question 19

Social media provide the means to obtain information instantly about a given brand,product category,and firm.

Question 20

Traditional media serve niche markets well.

Question 21

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?

A) Crowdsourcing
B) Insourcing
C) Cannibalization
D) Astroturfing

Question 22

An Internet _____ is essentially a site where people hold conversations in the form of posted messages.

A) wiki
B) forum
C) podcast
D) bulletin board

Question 23

Which of the following is a factor behind the success of social media-based communications?

A) Emphasis on pushing or cajoling consumers to buy the firm's products
B) Implementation of static campaigns with a limited lifespan
C) Minimum requirement of time and resources
D) Ability to measure consumer behavior and target highly specific market segments

Question 24

Which of the following is an example of social contagion?

A) A man purchasing an electronic gadget just because it was on sale
B) A woman buying medicines over the counter that were prescribed by her doctor
C) A retired man purchasing a house in an urban area so that he can socialize with wealthy people
D) A middle-aged woman purchasing an anti-wrinkle cream just because her colleagues influenced her to try the product

Question 25

A _____ is a Web site on which individuals make regular entries of commentary or descriptions of events.It is the fastest growing medium of personal publishing on the Internet.

A) wiki
B) blog
C) forum
D) podcast

Question 26

Which of the following is true of social media?

A) They emphasize pushing or cajoling consumers to buy the firm's products.
B) They implement campaigns that are static, with a limited life.
C) They are slowly fragmenting.
D) They provide the means for consumers to voice negative as well as positive views on products and services.

Question 27

Which of the following is true of traditional marketing communications?

A) They are very well suited to smaller firms.
B) They involve campaigns that have an unlimited life.
C) They focus on a company-to-customer approach.
D) They serve niche markets well.

Question 28

Which of the following is a marketing technique that facilitates and encourages people to pass along a marketing message to other users or sites,leading to a potentially exponential growth of communications?

A) Ambush marketing
B) Transformational marketing
C) Reverse marketing
D) Viral marketing

Question 29

Brand _____ refers to customers developing a personal relationship with the brand.

A) engagement
B) identity
C) extension
D) equity

Question 30

Millennials,those born between 1980 and 2000,regard using the Internet for _____ as their favorite media activity.

A) sending/receiving e-mails
B) getting religious information
C) social or personal interests
D) creating blogs

Question 31

The extent to which people are exposed to,and influenced by,the knowledge,attitude,or behavior of others,particularly those in their peer group is known as social _____.

A) undermining
B) facilitation
C) loafing
D) contagion

Question 32

When a social network converges around shared interests,goals,values,or attitudes,it fosters a common identity among its members,which is called _____.

A) a social community
B) social loafing
C) a social contagion
D) social marketing

Question 33

Social media differ from traditional media in that social media are _____.

A) expensive
B) fragmenting
C) inefficient
D) interactive

Question 34

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?

A) They require minimum commitment of time and resources.
B) It is easier to measure the effectiveness of social media over traditional media.
C) They provide myriad opportunities to develop and maintain awareness of the firm's brands.
D) Internationally, all people and organizations, including those in poor countries, have ready access to social media.

Question 35

Social _____ refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages,profiles,and advertising.

A) facilitation
B) contagion
C) conceptualization
D) media

Question 36

A(n)_____ is a Web site developed and maintained by a community of users who add informative content on a variety of topics.

A) podcast
B) aggregator
C) wiki
D) VoIP

Question 37

A _____ network is a communal structure consisting of individuals or organizations connected with each other through friendship,common interest,commercial transactions,information exchange,or other types of relationship.

A) business
B) technological
C) social
D) dependent

Question 38

Numerous firms in developing economies have accelerated marketing activities by skipping less efficient or more expensive approaches and embracing cost-effective social media to achieve marketing goals.This is known as:

A) market cannibalization.
B) astroturfing.
C) technological leapfrogging.
D) crowdsourcing.

Question 39

Which of the following is an advantage of using social media?

A) Social media enhances viral marketing.
B) The world's entire population has access to social media.
C) The effectiveness of social media is easy to measure.
D) Social media require the least amount of commitment in terms of time and resources.

Question 40

Which of the following is true about traditional marketing communications?

A) They are two-way.
B) They are inexpensive.
C) They are the most efficient form of communications.
D) They are fragmenting.

Question 41

_____ consists of nonpaid news or editorial commentary intended to generate goodwill and a positive image for the firm or its products.

A) Advertising
B) Podcasting
C) Advocacy
D) Public relations

Question 42

Offering coupons,discounts,rebates,product sampling,contests,and premiums are all forms of _____.

A) personal selling
B) advertising
C) sales promotion
D) publicity

Question 43

_____ is the act of mining a group of customers for new product ideas,improvements in marketing methods,and other useful outcomes.

A) Cannibalization
B) Nano-campaigning
C) Astroturfing
D) Crowdsourcing

Question 44

Which of the following is true about the use of social media around the world?

A) Differences in culture affect the way social media are used around the world.
B) The world's entire population has ready access to social media.
C) The digital divide affects only developed countries.
D) Economic conditions have no impact on the way social media are used.

Question 45

Which of the following is true about the use of social media for sales promotion?

A) Offering coupons online significantly increases the costs of development, distribution, and database creation.
B) Firms offer coupons to entice customers to act immediately by visiting a Web site.
C) Firms will have to incur costs on the printing of coupons.
D) Consumers take considerably more time to search and organize online coupons.

Question 46

Which of the following is a social media success strategy in international marketing?

A) Monitor the firm's online reputation
B) Implement static and limited campaigns
C) Push consumers to buy the firm's products
D) Target the general, nonspecific market

Question 47

Explain how social media benefits promotional activities.

Question 48

Which of the following is a major benefit of using social media?

A) Social media require minimum commitment of time and resources.
B) Measuring the effectiveness of social media is relatively easy.
C) People all over the world have access to social media.
D) Social media can be used to develop ideas for new products and marketing approaches.

Question 49

Discuss any one major benefit that firms obtain by using social media in their international marketing activities.

Question 50

What are blogs,wikis,forums,and podcast?

Question 51

Sigma-Electro Inc.is a leading electronics company located in Philadelphia.As part of its new product promotion strategy,the company has placed advertisements in several social networking sites requesting marketing professionals to take part in an online discussion to suggest ways of promoting a product which the company plans to launch in the market shortly.Which of the following is the marketing technique implemented by Sigma-Electro?

A) Astroturfing
B) Crowdsourcing
C) Nano-campaigning
D) Cannibalization

Question 52

Which of the following is a drawback of using social media?

A) They involve campaigns that are static, with a limited life.
B) They lack the means to engage target markets more efficiently.
C) They restrict viral marketing.
D) Many people around the world lack access to social media.

Question 53

Which of the following countries has the most Internet users?

A) China
B) The United States
C) Germany
D) France

Question 54

Which of the following is a disadvantage of using social media?

A) They are conducted through expensive advertisements.
B) They involve campaigns that are static with limited life.
C) They exploit buyers by interrupting and even disrupting buyers' lives.
D) They can send the wrong message about the firm and its brands.

Question 55

Which of the following is a challenge associated with social media?

A) They are considerably more expensive than traditional media.
B) They involve campaigns that are static, with a limited life.
C) It is difficult to measure their effectiveness.
D) They emphasize pushing customers to buy the firm's products.

Question 56

Which of the following is a strategy that firms should follow to maximize the effectiveness of social media in international marketing?

A) Firms need to use mass media strategies to target the world's entire population simultaneously.
B) Firms need to concentrate on targeting the entire market and avoid targeting only certain segments of the market.
C) Firms need to ignore gossip, complaints, rants of disgruntled consumers and activists, and any such related news about it on the Internet.
D) Firms need to gain credibility and loyalty by providing expertise online that addresses the specific problems of target markets.

Question 57

Which of the following is a shortcoming of social media?

A) They require substantial commitment of time and resources.
B) They drive traffic away from corporate Web sites.
C) They fail to draw sufficient attention to a firm's products or services.
D) They are more expensive than traditional media.

Question 58

Sales promotion:

A) refers to short-term inducements that provide extra value and incentives to sales personnel, intermediaries, and consumers.
B) consists of nonpaid news intended to generate goodwill and a positive image for the firm or its products.
C) is most effective when the salesperson visits a prospect directly or by telephone.
D) implies making several calls on prospective customers and being there when they are ready to buy.