Deck 3: Digital Marketing

Question 1

What position did Louise Dendy hold before being offered her current job as PR specialist for Kobe City Government?

A) translator and interpreter in the City Hall International Department
B) public relations specialist for the City Hall
C) translator and interpreter for Kobe City Government
D) none of the above

Answer 1

A

Question 2

In 2016, Dendy spearheaded an innovative initiative to harness the social networks of local key influencers to help promote the city. What was it called?

A) Kobe social connections
B) the PR Ambassador scheme
C) the Kobe celebrity scheme
D) Kobe Social Media Stars

Answer 2

B

Question 3

What type of information source have dominated the travel shopping market in the last decade?

A) online information sources
B) traditional (magazines, brochures, etc.)
C) TV
D) none of the above

Answer 3

A

Question 4

The chapter gives examples of three companies using virtual reality to promote their products and services. Which of the following is NOT one of them?

A) Marriott
B) Destination British Columbia
C) Monarch Airlines
D) Kobe City

Question 5

Which of the following is still very effective in communicating with customers despite the increasing importance of social media?

A) TV
B) email
C) brochures
D) website banners

Question 6

In what step of buying process does a "deeper connection" begins?

A) before purchase
B) after Purchase
C) during purchase
D) when the customer wants to decide

Question 7

Which of the following is a dominating digital marketing in today's communications environment?

A) email
B) blogs
C) social media
D) news networks websites

Question 8

According to McKinsey, what percentage of customers look at product/service reviews when they intend to purchase something?

A) More than 60 percent
B) 50 to 60 percent
C) 30 to 40 percent
D) Less than 30 percent

Question 9

Where did Marriott first unveiled the Marriott ("M") Live concept?

A) Hong Kong
B) London, UK
C) Paris, France
D) Bethesda, Maryland

Question 10

According to the M Live case, which nationality are heavy users of Twitter, sending out a minimum of five million tweets a day?

A) Chinese
B) Indonesians
C) American
D) Indians

Question 11

According to Chapter 3, social media spending is currently 13 percent of marketing budgets, but in five years marketers expect to spend more than ……….. per cent of their budgets on social media.

A) 51
B) 41
C) 21
D) 31

Question 12

What company used Foursquare as part of an innovative social media campaign that focused on random acts of kindness?

A) Virgin
B) Marriott
C) Dutch Airline KLM
D) British Airways

Question 13

Which of the following is considered as an attribution of "brand community"?

A) specialization
B) non-geographically bound communities
C) based on a structured set of social relationships among admirers of a brand
D) all of the above

Question 14

Why are brand communities important for companies these days?

A) because of the geographic spread
B) because the use of the Internet is more pervasive
C) because the quality of the communication exchanged between customers reduces the level of uncertainty about the company and its products
D) because social media is the most effective platform for communication

Question 15

What is the main downside to the proliferation of online social networks for tourism marketers?

A) technical support
B) huge cost
C) the loss of control over the consumer evaluation process
D) less consumer engagement

Question 16

Which of the following is a challenge for marketers using social media?

A) low influence on consumers
B) measuring the return on investment is difficult
C) it needs a lot of technical knowledge
D) high cost

Question 17

What has become the most critical issue for marketers in recent years?

A) how to conduct social media marketing
B) how to manage consumer reviews on Twitter
C) how to choose the most effective mix of online and offline marketing channels
D) all of the above

Question 18

The text suggests that marketer need to do what to social review sites?

A) embrace them
B) ignore them
C) change them
D) try to have them removed

Question 19

Tourism Queensland claims that the inaugural Best Job in the World campaign generated more than …………… of equivalent media advertising space for just a $1m investment.

A) $1 million
B) $80 million
C) $40 million
D) $180 million

Question 20

Ben Southall is now:

A) an Adventure Advocate
B) Digital Journalist Presenter
C) a motivational speaker
D) all of the above