Deck 14: Using Social Media for Global Marketing

Question 1

Social marketing has gone through several changes including developing into CRM or ___________.

A) Cause Related Marketing
B) Cause Relationship Marketing
C) Customer Related Marketing
D) Customer Relationship Marketing
E) Competition Related Marketing

Answer 1

A

Question 2

Social marketing networks are synonymous with _______________ marketing.

A) event
B) internet
C) sociology
D) societal network
E) socialist network

Answer 2

B

Question 3

Christakis and Fowler suggest that the world is governed by what they call "three degrees of influence," that is, _______, who indirectly influence your actions and emotions.

A) activities, interests, and opinions
B) church, state, and family
C) military industrial complex
D) the Triad of major international trading countries
E) your friend's friend's friend, most likely someone you don't even know

Answer 3

E

Question 4

Global surveys have found many motivations for using social networks. Which of the following is NOT primary motivators according to this research?

A) Research to find products to buy
B) Staying up to date on news/events
C) Find funny or entertaining content
D) Staying in touch with friends
E) Making one's opinions heard

Question 5

In response to current research on motivations to use social media, which of the following is NOT a strategy recommended by Lefebvres?

A) Focus on people with large numbers of connections such as opinion leaders
B) Eliminate credit card commissions by using alternate payment systems such as PayPal
C) Seek to understand the members of a network who are the most attentive and responsive to the behavior of others
D) Reduce the density of a network in which risk behaviors are concentrated by introducing boundary spanners
E) Enhance the salience and attractiveness of the "out group" by positioning practitioners of desired behaviors to attract imitation

Question 6

A recent survey found the most prevalent uses for businesses of the internet were all of the following EXCEPT __________.

A) increasing exposure
B) acquiring market intelligence
C) enhancing employee relationships
D) increasing traffic
E) developing customer loyalty

Question 7

The use of the internet by marketers increases the speed, flexibility and _______________ of information exchange.

A) accuracy
B) frequency
C) specificity
D) time-value
E) necessity

Question 8

The McKinsey Global Institute that _____ percent of firms will be using artificial intelligence of some type by the year 2030.

A) 10
B) 30
C) 50
D) 70
E) 90

Question 9

Trust is essential in online transactions. Which of the following is not true about trust according to social theorist James Coleman?

A) A time lag exists between extending trust and the result of doing so.
B) Trust involves voluntary transfer of resources with no real commitment from the party receiving them.
C) If the person being trusted is indeed trustworthy, the person doing the trusting will be better off.
D) Trust allows actions not otherwise possible.
E) Trust is essential in online transactions, but not in traditional transactions.

Question 10

How do you think social media will be used by global businesses in five years?

Question 11

What are the problems associated with the business use of artificial intelligence and social media?