Deck 16: Retailing and Multichannel Marketing

Question 1

Facebook is primarily a:

A) social networking site.
B) video-sharing site.
C) photo site.
D) microblog.
E) corporate blog.

Answer 1

A

Question 2

Which of the following is true of Facebook?

A) It is a corporate blog designed to allow marketing managers to maintain a two-way dialogue directly with end users.
B) It allows companies to broadcast from their own channel,that is,a site that contains content relevant only to the company's own products.
C) It enables sharing updates,news,and opinions,as well as monitoring popular news stories and tracking growing trends.
D) It is designed as a platform for gaming communities to interact online and draw in new customers interested in gaming.
E) It is an exclusive forum for professionals and entrepreneurs to build their networks.

Answer 2

C

Question 3

Which of the following is true about engaging the customer in the context of the 4E framework of social media marketing?

A) It is associated with communicating personalized offers designed for interested customers.
B) Its primary objective is to help potential customers understand the value proposition of a product or service.
C) It could be either positive or negative and is aided by tools such as blogging and microblogging.
D) It assists the customers to understand the features of a product or service and assess its utility.
E) It assures customers of the superiority of a firm's product relative to similar products in the market.

Answer 3

C

Question 4

In the context of the 4E framework of social media,building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with:

A) exciting the customer.
B) educating the customer.
C) experiencing the product or service.
D) engaging the customer.
E) evaluating the customer.

Question 5

Which of the following features best makes Facebook an effective forum for individuals as well as companies to promote themselves?

A) The option to broadcast content related to a firm's own products through a separate channel
B) The opportunity to stay connected with friends and communicate instantly using instant messaging options
C) The ability to share photos with friends using the "share" option
D) The ability to share information and stay connected all the time,irrespective of whether the users are online or offline
E) The "wall" in their page where they can post updates,photos,and videos,or participate in a discussion board

Question 6

Which of the following is NOT true with regard to Facebook?

A) It allows companies to access the same features as individuals do to promote their brands and engage with its customers.
B) The multiplier effect enabled through newsfeed and follow option makes it a very attractive platform for marketers to promote their products or services.
C) Its promise of more accurate targeting and segmentation increases its effectiveness as a marketing tool.
D) Companies can post content and information regarding products,events,news,or promotions that might be exciting to their customers.
E) Its variation from other networking sites as being a professional,instead of a friendship-based site,makes it an exclusive forum for professionals and entrepreneurs to build their networks.

Question 7

In the context of people who use social networking sites,those who contribute to the media content and express their ideas are called:

A) sharers.
B) professionals.
C) creators.
D) bonders.
E) responders.

Question 8

An event is planned to support a noble cause.The organizers of the event would like to invite volunteers to take part in the event.Which of the following platforms would be ideal to communicate this to a large number of people at short notice?

A) Personal blog
B) Facebook
C) YouTube
D) Picasa
E) Vimeo

Question 9

Which of the following is primarily aimed at helping customers assess and understand a product before buying it?

A) Exciting the customer
B) Educating the customer
C) Experiencing a product or service
D) Engaging the customer
E) Evaluating customer response

Question 10

Which of the following is a primary factor to excite a customer in the context of the 4E framework of social media marketing?

A) High frequency of engagement through advertisements
B) Relevancy of offers to the targeted segment
C) Detailed technical information about a product or service
D) Availability of prestige products at premium price
E) High-budget promotional activities

Question 11

In the context of people who use social networking sites,those who genuinely focus on helping others are categorized as:

A) sharers.
B) professionals.
C) creators.
D) bonders.
E) responders.

Question 12

Which of the following is NOT an objective of marketing communications using the 4E framework?

A) Exciting customers
B) Educating customers
C) Enabling customers to Experience products
D) Enabling customers to Engage with their social network
E) Evaluating customers

Question 13

Which of the following sites would be most effective to spread the message when requesting for blood donation in case of an emergency?

A) Facebook
B) YouTube
C) LinkedIn
D) Flickr
E) Personal blogs

Question 14

Which of the following sites would be ideal to share updates,interact with friends,and stay connected with them on a regular basis?

A) Flickr
B) YouTube
C) Facebook
D) Picasa
E) Vimeo

Question 15

In the context of people who use social networking sites,those who focus on enhancing and expanding their relationships are categorized as:

A) sharers.
B) professionals.
C) creators.
D) bonders.
E) responders.

Question 16

In the context of the 4E framework of social media,letting the customers know about a firm's offering is the objective of:

A) exciting the customer.
B) educating the customer.
C) experiencing a product.
D) engaging the customer.
E) evaluating a product.

Question 17

People who use social media to appear efficient and to demonstrate their intelligence are categorized as:

A) sharers.
B) professionals.
C) creators.
D) bonders.
E) responders.

Question 18

Which of the following does

A) It is difficult to accurately target and segment markets using social networking platforms.
B) Social media-aided platforms are an effective marketing tool for gaining mass popularity quickly.
C) Media-sharing tools assist in leveraging social capital to build brand identity and relationships.
D) Online platforms could act as a rapidly spreading complaint forum that can break the reputation of a brand quickly.
E) It is more challenging to determine ROI for social media than for more traditional IMC applications.

Question 19

Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

A) Exciting interested customers with personalized offers
B) Helping potential customers understand the value proposition of a product/service
C) Enabling customers to experience a product or service
D) Staying connected with existing customers
E) Assisting customers to evaluate a product or service before making purchase decisions

Question 20

In the context of the 4E framework of social media,offering customers interesting deals that would be relevant to them is part of:

A) exciting the customer.
B) educating the customer.
C) experiencing a product.
D) engaging the customer.
E) evaluating a product.

Question 21

Which of the following is primarily a professional networking site?

A) YouTube
B) Facebook
C) Instagram
D) Pinterest
E) LinkedIn

Question 22

Which of the following is true of personal blogs?

A) Marketers have a higher degree of control over the content of personal blogs as compared to professional blogs.
B) Personal blogs are written by people who receive products or remuneration from firms as appreciation for their efforts and reviews.
C) These blogs are used by firms to excite their customers with offers and deals on products and services.
D) Personal blogs are useful for monitoring what is going on in the marketplace and for responding to customer complaints or compliments.
E) These blogs are platforms where experts review products and share their recommendations of a product or service.

Question 23

Consumers who like to make well-informed choices are more likely to trust:

A) display ads on social media.
B) reviews on a professional blog.
C) advertisements on television.
D) descriptions in a firm's corporate website.
E) promotional ads in a social networking site.

Question 24

Which of the following is a fact related to professional blogs?

A) These blogs are created and maintained by firms to update customers about their latest products,services,and promotional deals.
B) In professional blogs,experts engage in active promotion of products and services of a firm for free.
C) These blogs are forums for marketers to engage with their customers and address customer grievances.
D) These blogs are effective tools for marketers to excite customers about their products and services.
E) Consumers tend to trust professional bloggers' reviews much more than corporate blogs and other more traditional media.

Question 25

Which of the following is least popular as a marketing tool?

A) Blogs
B) Video-sharing sites
C) Microblogs
D) Social network sites
E) Photo sites

Question 26

Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

A) LinkedIn
B) YouTube
C) Twitter
D) Picasa
E) Vimeo

Question 27

Media-sharing sites are most effective for:

A) exciting customers about new products.
B) experiencing a product and engaging customers.
C) exciting customers with offers.
D) educating customers about products.
E) evaluating customers' buying behaviour.

Question 28

A scientist,renowned for his expert knowledge in the fields of cosmetology and pharmacology,reviews new cosmetic products launched in the market and shares his recommendations on an online platform.As his reviews are influential,marketers always hope for a positive review on their products.The online platform that the scientist shares his views on is more likely to be:

A) a corporate website.
B) a YouTube channel.
C) his Facebook fan page.
D) his Twitter page.
E) a professional blog.

Question 29

YouTube is a:

A) social networking site.
B) video-sharing site.
C) photo site.
D) microblog.
E) corporate blog.

Question 30

Of the various types of blogs,marketers have the lowest level of control over:

A) professional blogs.
B) microblogs.
C) corporate blogs.
D) organizational blogs.
E) personal blogs.

Question 31

Which of the following is a similarity between professional blogs and personal blogs?

A) In both blogs,bloggers write their recommendations for products and services in return for remuneration from firms.
B) Marketers have considerably less control over the content of both blogs when compared to corporate blogs.
C) Both blogs are primarily used to excite customers with offers and deals on products and services.
D) It is possible for firms to educate their customers about their products or services using both blogs.
E) Both blogs have little role to play in influencing customers perception of a product or service.

Question 32

Which of the following is a similarity between professional blogs and corporate blogs?

A) It is possible for marketers to control the content of the blog to an extent for both blogs.
B) It is possible to analyze changing market trends and customers' perception of products and services using both blogs.
C) Both blogs contain reviews and recommendations of experts about products and services.
D) The level of control that marketers have on professional and corporate blogs is the same.
E) Both blogs are created by professionals who share their views for free.

Question 33

Which of the following is a thought-sharing site?

A) YouTube
B) Twitter
C) Flicker
D) Vine
E) LinkedIn

Question 34

LinkedIn is an example of a:

A) social networking site.
B) video-sharing site.
C) photo site.
D) microblog.
E) corporate blog.

Question 35

Which of the following is true of corporate blogs?

A) Of the various types of blogs,marketers have the least degree of control over the content in corporate blogs.
B) These blogs offer a forum for marketers to educate customers about their products and services.
C) These blogs offer little opportunity for firms to excite or engage their customers.
D) These blogs are platforms where experts review products and share their recommendations of a product or service.
E) Consumers tend to trust content in corporate blogs over that in other blogs or other more traditional media.

Question 36

Which of the following sites would be least effective in helping customers experience a product?

A) Picasa
B) Vimeo
C) Flickr
D) YouTube
E) LinkedIn

Question 37

Blogs are most likely to be useful for a(n):

A) student who loves to learn concepts visually through videos and simulations.
B) employee who is looking for a new job that offers him better scope for growth.
C) new firm looking to attract investors and customers.
D) fun-loving person who loves to meet new people and make friends.
E) firm that wishes to educate and engage its customers.

Question 38

Which of the following is true of professional blogs?

A) Professional blogs are forums where marketers understand and analyze customer perceptions of their product or service.
B) In professional blogs,experts engage in active promotion of products and services of a firm for free.
C) Marketers have less control on the content of these blogs as compared to corporate blogs.
D) These blogs are written by people who receive no products or remuneration for their efforts.
E) These blogs are effective tools for marketers to excite customers about their products and services.

Question 39

Which of the following provides an effective medium for posting instructional videos?

A) LinkedIn account
B) YouTube channels
C) Display Ads
D) Picasa
E) Google+

Question 40

Thought-sharing sites like blogs are least likely to be effective in:

A) exciting customers.
B) educating customers.
C) enhancing customers' experience with the products.
D) engaging customers.
E) enabling customers to know about a firm's offerings.

Question 41

Which of the following metrics or measures is used to determine the amount of traffic using a site?

A) Hits
B) Bounce rate
C) Click paths
D) Conversion rates
E) Keyword analysis

Question 42

Location-based "gamified" apps are most useful for:

A) exciting the customer.
B) educating the customer.
C) directly experiencing a product.
D) indirectly experiencing a product.
E) evaluating the customer.

Question 43

Which of the following is NOT an example of marketing using paid media?

A) Television commercial
B) Advertisement in a newspaper
C) Display ads in Facebook
D) Radio commercial
E) Publicity

Question 44

Which of the following enables customers to scan a product in a store and instantly compare the costs of the product online to see whether a better deal is available?

A) Price check apps
B) Location apps
C) Fashion apps
D) Cost estimation apps
E) Best deal apps

Question 45

Advertising through which of the following media is likely to be most expensive?

A) Corporate website
B) Facebook fan page
C) Television
D) Google+ profile
E) YouTube channel

Question 46

Which of the following is true of owned media?

A) They are more expensive than paid media.
B) They are less expensive than earned media.
C) They include TV,print,radio,or display ads used to reach mass markets.
D) They are controlled by the advertiser.
E) They result from word-of-mouth,buzz,or publicity.

Question 47

Which of the following is a difference between earned media and paid media?

A) Customers or the public have little role in earned media,unlike paid media.
B) Brand mentions in earned media are voluntarily given,unlike paid media.
C) The control enjoyed by a brand in earned media is higher than that in paid media.
D) The cost associated with earned media is higher than that in paid media.
E) Publicity through earned media does little to affect brand image,unlike paid media.

Question 48

The process of using games or gamelike elements to encourage participation is called:

A) gaming.
B) simulation.
C) design thinking.
D) game-learning.
E) gamification.

Question 49

The total number of requests for a web page is called:

A) hits.
B) page views.
C) social reach.
D) bounce rate.
E) relevancy factor.

Question 50

An analysis of online content to determine favourability or unfavourability is called:

A) influence analysis.
B) social reach.
C) sentiment analysis.
D) value analysis.
E) relevancy check.

Question 51

Which of the following metrics or measures is used to determine what people do when they visit a site,and what engages and excites them?

A) Hits
B) Bounce rate
C) Sentiment analysis
D) Page views
E) Keyword analysis

Question 52

Which of the following is an example of a microblogging site?

A) LinkedIn
B) Vidyard
C) Twitter
D) Vimeo
E) Picasa

Question 53

Style.com offers a mobile application for people to access the same content available on the Style magazine website,including blogs,reviews,couture shows,and video feeds.This mobile application is an example of a:

A) personal app.
B) gamified app.
C) fashion app.
D) location app.
E) price checking app.

Question 54

Page views refer to the:

A) percentage of times a visitor leaves a site almost immediately.
B) percentage of visitors to a site who click,buy,or donate.
C) number of times a web page is viewed by any visitor.
D) number of reviews on a product advertised on a web page.
E) total number of requests for a web page.

Question 55

Keyword analysis is done to:

A) estimate the most frequent entry and exit points in a site.
B) identify the way potential customers navigate through a site.
C) reveal what the users might have wanted,but not found,on a site.
D) evaluate the favourability of products that are advertised on a site.
E) determine how customers search for a firm's products on the Internet.

Question 56

Facebook fan page is an example of a(n):

A) personal blog.
B) media-sharing website.
C) owned media platform.
D) mobile application software.
E) paid media interface.

Question 57

Calculating the incremental profit increase divided by the investment on the site improvement would help a firm determine:

A) break-even point.
B) ROCE.
C) ROI.
D) appreciation value.
E) conversion rate.

Question 58

Mobile apps are most effective for:

A) both exciting and engaging customers.
B) experiencing a product.
C) evaluating customer complaints.
D) educating customers about products.
E) both educating customers and experiencing a product.

Question 59

Which of the following is NOT an example of owned media?

A) Display ads
B) Twitter account
C) Website
D) Professional blogs
E) YouTube channel

Question 60

In terms of the 4E framework,mobile marketing is particularly useful for:

A) responding to customer complaints or compliments.
B) enhancing customers' experience with products and services.
C) engaging customers by responding to their communications.
D) educating customers about a firm's offerings.
E) creating excitement with consumers at the time of sale.

Question 61

Which of the following is less effective for specific or detailed analysis of social influence?

A) PeerIndex
B) Twitalyzer
C) Postrank
D) Klout
E) Tweetlevel

Question 62

Mobile analytics are most likely to be useful in:

A) understanding what's popular and what's not on a firm's website.
B) tracking which ads direct people to a firm's app.
C) tracking effectiveness of social media programs.
D) tracking the effectiveness of social,mobile,search and display ads.
E) measuring sales,downloads,or other actions important to a firm.

Question 63

Which of the following media options should Liz make use of to advertise the launch of her bookstore to a large number of people irrespective of the expense?

A) Picasa
B) Corporate blog
C) LinkedIn
D) TV commercials
E) Local newspaper

Question 64

Which of the following is more challenging in social media as compared to traditional integrated marketing communications?

A) Determining ROI
B) Exciting customers
C) Sentiment analysis
D) Estimating customer expectations
E) Engaging customers

Question 65

Tracking and analyzing page views,visitor counts,downloads,video plays,etc.are associated with:

A) advertising analytics.
B) mobile analytics.
C) content analytics.
D) social analytics.
E) conversion analytics.

Question 66

Analyzing click path would help a firm make:

A) changes that would increase the ROI of the website.
B) an inference about the popularity of the website.
C) the website content more exciting.
D) navigation experience through a site easier.
E) an assessment about the frequent entry and exit locations on the site.

Question 67

The number of people a person influences is called:

A) conversion rate.
B) social reach.
C) bounce rate.
D) influence.
E) hits.

Question 68

Which of the following types of analytics is used to track the effectiveness of social,mobile,search and display ads,as well as divide ad effectiveness by device,platform,or type?

A) Content
B) Social
C) Mobile
D) Conversion
E) Advertising

Question 69

Which of the following websites would be most useful for Mark to find new employees for the company?

A) Google+
B) Twitter
C) LinkedIn
D) YouTube
E) Picasa

Question 70

Which of the following best defines the term "social reach"?

A) The number of times any web pages are viewed by visitors
B) The extent to which a person influences others
C) The favourability of acceptance of a product or service by customers
D) The number of people a person influences
E) The influence of a person's extended network

Question 71

Being active in which of the following sites would help the firm gain visibility and find potential clients by using all the features offered by the site effectively?

A) Twitpic
B) YouTube
C) Flickr
D) Picasa
E) Facebook

Question 72

Which of the following websites would be most useful for Mark to study market trends and actively engage with customers to identify their expectations and grievances?

A) Facebook
B) Flickr
C) Vine
D) YouTube
E) Picasa

Question 73

Which of the following is a metric used to measure individual social media effectiveness or equity?

A) Extended network
B) Sentiment analysis
C) Conversion rate
D) Hits
E) Bounce rate

Question 74

Which of the following would be most useful for the company to regularly update its customers on messages that it would like to convey to its customers about its products,services,promotional deals,and the success achieved by the company?

A) Flickr
B) Corporate blog
C) LinkedIn
D) YouTube
E) Picasa

Question 75

Which of the following websites would allow the company to educate interested clients to learn about its products and services through the company's own channel to stream videos that broadcast its content?

A) Google+
B) Flickr
C) LinkedIn
D) YouTube
E) Picasa

Question 76

The cumulative number of people who are influenced by a person is referred to as the person's:

A) social reach.
B) influence.
C) extended network.
D) impact.
E) influence factor.

Question 77

Which of the following is an example of a metric developed by firms to assess a person's social impact?

A) Klout
B) Clickstream
C) Snoobi
D) Latitude
E) Radian6

Question 78

Analyzing bounce rate would help firms:

A) make the website more effective and relevant.
B) simplify the navigation experience through a website.
C) determine the amount of traffic using its website.
D) estimate the number of potential customers who act as the firm hoped.
E) calculate the total number of requests for a web page.

Question 79

Which of the following metrics or measures indicates what percentage of visitors or potential customers act as the marketer hopes?

A) Hits
B) Bounce rate
C) Click paths
D) Conversion rates
E) Page views

Question 80

Which of the following types of analytics is used to understand what's popular and what's not on a firm's website,including page load times and site navigation?

A) Content
B) Social
C) Mobile
D) Conversion
E) Advertising