Question 1

The practice of focusing on the identificationand recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

Accepted Answer

Influencer marketing involves identifying and recruiting individuals who can advocate for a company's products, services, and brands, often leveraging their social media presence and influence over potential customers.

Question 2

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the x-axis, ranging from "words" to "animation."

Accepted Answer

The answer of  Figure 20-1
-One dimension, ________, is used...

Question 3

While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because

Accepted Answer

Social media differ from traditional media in that they often do not require specialized skills or a team for production, making them more accessible for individuals to create and share content.

Question 4

The use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts is referred to as

Accepted Answer

Social shopping refers to the use of social networks and websites by consumers to share information about their shopping experiences, including purchases, deals, and product reviews, with their social contacts.

Question 5

Media richness is ________ in face-to-face communication than in telephone or e-mail communications.

Accepted Answer

Face-to-face communication is considered to have higher media richness because it allows for immediate feedback, multiple cues, and personal interaction, which are not as prevalent in telephone or e-mail communications.

Question 6

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure

Accepted Answer

As content becomes more personal, individuals tend to share more about themselves, leading to increased self-disclosure.

Question 7

Figure 20-1
-One dimension, ________, is used to classify social media and is shown above in Figure 20-1 on the y-axis, ranging from "impersonal" to "very personal."

Accepted Answer

The answer of  Figure 20-1
-One dimension, ________, is used...

Question 8

In classifying social media, media richness is ________, whereas self-disclosure is

Accepted Answer

Media richness refers to the degree of acoustic, visual, and personal contact between communication partners, while self-disclosure is about making one's thoughts, feelings, likes, and dislikes public.

Question 9

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Accepted Answer

Media richness increases as the content moves from words to more dynamic forms like photos, videos, and animation, which provide more sensory information and engagement.

Question 10

Which of these is most accurate in describing influencer marketing?

Accepted Answer

Influencer marketing leverages the personal influence of individuals who have a significant following and can affect the purchasing decisions of their audience.

Question 11

All of these are differences between social and traditional media exceptwhich?

Accepted Answer

Both social and traditional media have the ability to reach a mass or specialized market segment, so this is not a difference between them.

Question 12

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as ________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as

Accepted Answer

Media richness refers to the level of acoustic, visual, and personal contact in communication, while self-disclosure involves sharing personal thoughts and feelings.

Question 13

Research indicates that individuals from which generational cohort are particularly active in social shopping?

Accepted Answer

Gen Z is known for being particularly active in social shopping, as they are digital natives who frequently use social media platforms for shopping and engaging with brands.

Question 14

In what way are traditional and social media similar?

Accepted Answer

Both traditional and social media have the capability to reach large audiences or target niche groups, depending on the platform and strategy used.

Question 15

Brand managers use both traditional and social media to promote and advertise their products. Traditional media ________ while social media

Accepted Answer

The answer of Brand managers use both traditional and social...

Question 16

In social interactions, a favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to ________ one's influence on those reached.

Accepted Answer

Greater self-disclosure tends to increase one's influence because it builds trust and rapport, making others more receptive to the person's ideas and opinions.

Question 17

In classifying social media, self-disclosure is

Accepted Answer

Self-disclosure in social media refers to the extent to which individuals share their personal thoughts, feelings, likes, and dislikes during social interactions.

Question 18

Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?

Accepted Answer

LinkedIn is known for its professional networking capabilities, helping small businesses connect with potential customers and partners, while also serving as a platform for job seekers and employers.

Question 19

Each of these are widely used social networks discussed in the text based on their impact on both consumers and organizations exceptwhich?

Accepted Answer

Snapchat is less frequently discussed in terms of its impact on both consumers and organizations compared to the other platforms listed.

Question 20

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

Accepted Answer

Participating in the conversation with a quality message helps establish credibility as it demonstrates knowledge, insight, and value to the audience, which is crucial for becoming an influencer.

Quiz 20: Personal Selling and Sales Management