Deck 14: Using Social Media for Global Marketing

Question 1

Cause-related marketing _____________________________________.

A) links a cause to a for-profit company that results in financial contributions to the cause and a sales promotion opportunity for the firm
B) describes a marketing campaign for a non-profit institution
C) is limited to charitable institutions
D) an educational institution

Answer 1

A

Question 2

According to technology industry research,the most prevalent use of social networks among firms is to ____________________________.

A) obtain information about other companies
B) facilitate employee communications
C) connect to supply resources
D) implement external marketing

Answer 2

A

Question 3

Groups of Internet-based applications that build on the ideological and technological foundations of Web 2.0 are referred to as __________________.

A) blogs
B) Facebook networks
C) MySpace networks
D) social marketing networks

Answer 3

D
Explanation: Blogs are one form of Internet communication but are much more limited in scope than the definition provided in this question proposes.

Question 4

Advertising expenditures on global media have increased annually at an average of 30 percent.

Question 5

Social network members who are the most attentive and responsive to the behaviors of others are generally the most difficult to influence.

Question 6

Social networking is an activity that takes place exclusively on the Internet.

Question 7

CRM campaigns are limited to a given time cycle.

Question 8

In a social networking diagram,the person who is at the central point in the network ______________________.

A) is linked to the leader
B) connects multiple networks
C) has the most influence on the behavior of others
D) plays an intermediary role with connections

Question 9

Benefits gained by businesses that use social networking applications are categorized as ________________________________.

A) revenue, profit, and brand awareness
B) internal, customer-related, and working with external suppliers and partners
C) public and private
D) reseller, manufacturer, and institutional

Question 10

One method of optimizing social marketing strategies is to focus on people with large numbers of connections within a network.

Question 11

The design,implementation,and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning,pricing,communication,distribution,and marketing research is referred to as __________________.

A) social advertising
B) social marketing
C) Internet marketing
D) global marketing

Question 12

Facebook,Twitter,and LinkedIn are all examples of ____________________.

A) social network media
B) wikis
C) blogs
D) online advertising

Question 13

The study of how the social structure of relationships around a person,group,or organization affects beliefs or behaviors is the basis of ____________________.

A) social networks
B) network analysis
C) Orkut
D) cause-related marketing

Question 14

LinkedIn,as a social network specifically designed for business networking,is considered the most used social network by business firms.

Question 15

Social networking and blogging now accounts for almost 10% of all Internet time.

Question 16

A critical requirement in the use of social media to reach consumers is _________________________________.

A) the use of a single, focused social media site for marketing communications
B) the commitment to continued communications through traditional media such as television
C) the provision of manpower dedicated to social media monitoring
D) the registration of the firm's social media activities with the federal government

Question 17

The highest-ranked social networking website worldwide is ______________________.

A) Orkut
B) LinkedIn
C) Twitter
D) Facebook

Question 18

The American Express year-long campaign to support the restoration of the Statue of Liberty is one example of ________________________.

A) business to business marketing
B) social marketing
C) cause-related marketing
D) social networking

Question 19

The main motivation for social media usage in China is to _____________________________.

A) find products to buy
B) stay up to date on news
C) search for work
D) stay in touch with friends

Question 20

The main motivation for social media usage in Brazil is to _____________________.

A) search for work
B) stay up to date on news
C) stay in touch with friends
D) find products to buy

Question 21

Juanita is coordinating a global advertising campaign for her firm's designer knitwear.The campaign involves providing a $1.00 donation to Global Centers for Children with each garment purchased during the months of October through December.Juanita is implementing ________________________.

A) business to business marketing
B) a CRM campaign
C) social marketing
D) social networking

Question 22

Kraft Food's Aladdin Chocolate campaign was less than successful in generating purchases of the product in Sweden.

Question 23

While the growth of social media advertising is extensive,there is little activity in the BRIC countries.

Question 24

Coca-Cola Israel's Internet campaign to generate awareness for the Coca-Cola Village on Facebook generated hundreds of thousands of social media interactions.

Question 25

One key advantage of the Starbucks Fan Page on Facebook is that ____________________________________________.

A) advertising effectiveness can be measured across target markets
B) the page is standardized for all global markets with equal emphasis
C) the page is aimed at all global markets with equal emphasis
D) Starbucks has been able to eliminate traditional advertising as a result of its Facebook fan page

Question 26

Regulatory and social barriers are two factors impacting the use of the Internet in Egypt.