Deck 3: Social and Mobile Marketing

Question 1

A personalized offer sent to a targeted customer via social media is more likely to be relevant to him or her.

Answer 1

True

Question 2

For all Facebook pages,the conversion rate would be calculated as the percentage of visitors to the page who click the "Like" button.

Answer 2

False

Question 3

Positive engagement through social media often makes customers more profitable for the firm.

Answer 3

True

Question 4

When designing a social media marketing campaign,the first step is to identify the target audience.

Question 5

An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

Question 6

Of the types of social media identified in the text,Flickr is considered a thought-sharing site.

Question 7

The three-stage process that firms use to engage customers through social mobile media involves listening,analyzing,and correcting.

Question 8

Salesforce.com specializes in helping firms engage with their customers in social media.One service that Salesforce.com offers is the analysis of blog posts,Facebook comments,and Twitter feeds to uncover insights about customer attitudes and preferences.This is an example of sentiment analysis.

Question 9

Firms should not attempt to educate customers about products and services using social media,since customers are busy interacting with friends and will reject attempts to educate them.

Question 10

More than half of smartphone users in the United States have used them to make purchases.

Question 11

The best-known microblogging site is Google+.

Question 12

Keyword analysis refers to the study of people's queries on search engines.

Question 13

Bounce rate refers to the percentage of times a visitor leaves a website almost immediately.

Question 14

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

Question 15

As one of the seven primary motivations for mobile app usage,"discovery" pertains to seeking a product or a service.

Question 16

The focus of social media efforts targeted at customer interaction is building connections.

Question 17

A well-designed social media marketing offer will have a clear call to action aimed at customers.

Question 18

The term social media refers exclusively to social networking sites like Facebook.

Question 19

The objectives of the 4E framework for social media are excite,educate,engage,and evaluate.

Question 20

A blog is an example of a thought-sharing site.

Question 21

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it.Similarly,in today's world of social media,one can read a chapter of a book before buying it,or watch YouTube videos on different ways to use a product.All of these scenarios are aimed at which aspect of the 4E framework?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 22

Research indicates that positively engaged consumers tend to be

A) more socially outgoing.
B) more profitable consumers.
C) older and wealthier than average.
D) younger and poorer than average.
E) more critical consumers.

Question 23

In terms of the 4E framework,in order for a firm's offer to excite its targeted customers,the offer must be

A) unique.
B) relevant.
C) substantial.
D) easy to understand.
E) tangible.

Question 24

Marketers rely on three types of social media: social networking sites,thought-sharing sites,and

A) software application sites.
B) product review sites.
C) corporate websites.
D) media-sharing sites.
E) social bookmarking sites.

Question 25

Location-based software and applications can help bring special offers to customers right on their smartphones when they are in the process of making a purchase decision.This best represents which aspect of the 4E framework of social media marketing?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 26

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets.This best describes which of the 4E frameworks?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 27

While waiting in line to make a purchase at Best Buy,Joanie sees signs reminding her to visit the company's website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program.Other signs remind her that Best Buy will match competitors' prices on any item they sell.This is an example of which of the 4E framework objectives?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 28

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game,which dimension of the 4E framework was being targeted?

A) educate
B) experience
C) engage
D) energize
E) excite

Question 29

Which of the following is the definition of social media?

A) content distributed through online and mobile technologies to facilitate interpersonal interactions
B) a collection of websites that support the posting of videos and photos
C) a group of websites that allow users to establish formal and informal connections
D) the practice of users forwarding video and photo links to one another
E) web services that allow users to share their physical locations

Question 30

Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera.In the blog he also posted videos that he took with the camera.As a customer of the product,which facet of the 4E framework for social media is Derek most exhibiting?

A) engagement
B) energizing
C) excitement
D) experiencing
E) educating

Question 31

Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers?

A) Facebook
B) Twitter
C) LinkedIn
D) HubSpot
E) WordPress

Question 32

Alan wants to upgrade his look before a job interview.A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best.It even offers an interactive "custom fit" feature.After checking out his options,Alan takes his measurements and orders a suit without ever leaving his office.Virtually trying on a suit best describes which of the 4E framework objectives?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 33

Which aspect of the 4E framework is aimed at action,the potential for a relationship,and possibly even loyalty and commitment?

A) educate
B) energize
C) excite
D) experience
E) engage

Question 34

While waiting to be seated at a restaurant,Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée.This use of a location-based software application is designed to promote which of the 4E framework objectives?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 35

Trina is developing a marketing campaign for an organic stain-removal product.As "stain removal" is rather dull,she is trying to educate consumers about the value and uniqueness of the product,and appeal to the environmentally conscious.Which of the following is the best social media application for this task?

A) YouTube
B) LinkedIn
C) blog
D) Instagram
E) Google+

Question 36

How does your text describe how social media firms help marketers connect with their customers?

A) by helping firms appear more "hip" to customers
B) by helping build connections between customers and firms
C) by helping firms establish an Internet presence
D) by allowing customers to search for products more easily
E) by allowing firms to capture customer information

Question 37

For marketers,media-sharing sites such as YouTube or Flickr are social media tools best used to

A) encourage customers to engage with the firm and experience its products.
B) stimulate excitement.
C) develop customer education and engage with other users.
D) develop customer education.
E) energize customers and stimulate excitement for its products.

Question 38

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships.Which of the following is not one of the 4Es in this framework?

A) engagement
B) energy
C) excitement
D) experience
E) education

Question 39

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle.But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's.The user blog best describes which of the 4E frameworks for the store's customers?

A) engage
B) energize
C) excite
D) experience
E) educate

Question 40

A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

Question 41

Of the various types of blogs,which one do marketers have the lowest level of control over?

A) personal
B) corporate
C) professional
D) corporate microblogs
E) professional microblogs

Question 42

Twitter can help build a brand's image by educating and engaging consumers.However,one central issue for companies using Twitter is

A) limiting the number of tweets per day.
B) remunerating for posters.
C) managing outgoing Twitter communication.
D) eliminating negative posts.
E) eliminating confusion with similar products.

Question 43

All of the following are primary needs that apps meet except

A) the need to find "me time."
B) the need to socialize.
C) the need to shop.
D) the need to share.
E) the need to discover.

Question 44

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus.She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page,making sure to tweet every few days.Soon Lauren is selling a lot of scarves.Lauren's Twitter account is an example of

A) microblogging.
B) media sharing.
C) thought sharing.
D) professional networking.
E) social bookmarking.

Question 45

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

A) uploading a coupon to the Nike fan page
B) encouraging Facebook users to "like" the Nike page so their friends will see this action
C) placing a Facebook ad
D) creating a Facebook tab allowing users to view the tennis clothing within Facebook
E) placing a Facebook link on the Nike corporate website

Question 46

LinkedIn is an example of which type of social media site?

A) social networking
B) media sharing
C) thought sharing
D) photo sharing
E) corporate blogging

Question 47

From a marketing perspective,what role is played by professional bloggers?

A) engaging customers on behalf of companies
B) introducing new products to the marketplace
C) sharing videos and photos of products
D) recruiting employees
E) reviewing and giving product recommendations

Question 48

Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

A) entertainment marketers
B) photo enthusiasts
C) small-business owners
D) athletes
E) journalists and bloggers

Question 49

Which of the following is a pricing model for apps discussed in your text?

A) cost-plus
B) ad-supported
C) premium
D) per-use
E) data-driven

Question 50

Marketers rely on social media to achieve three objectives.Which of the following is not one of those objectives?

A) members promote themselves to gain more friends
B) sites promote themselves to get more members
C) members promote sites to gain more friends
D) outside companies promote their products to appeal to potential customers
E) outside companies promote their services to appeal to potential customers

Question 51

What is Google+?

A) an experimental,advanced search engine
B) a website where users can work together to create documents
C) a site offering analytical information about website usage
D) a social networking site
E) a video-sharing site intended for businesses

Question 52

What feature unique to Google+ lets people interested in similar topics form their own groups?

A) Circles
B) Neighborhoods
C) Villages
D) Cliques
E) Communities

Question 53

Instagram is an example of which type of social media site?

A) microblogging
B) social networking
C) thought sharing
D) media sharing
E) social bookmarking

Question 54

Jordan loves to read and write.She started a blog about books,including writing hints and book reviews.The readership of her blog gradually increased,and eventually publishers started sending her new books,hoping she would review them.Over time,Jordan's blog has changed from a __________ blog to a __________ blog.

A) professional; network
B) professional; personal
C) personal; professional
D) personal; social
E) social; network

Question 55

When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users,they agreed that a successful campaign must

A) tell a story.
B) be promotion based.
C) be unique.
D) have a celebrity endorsement.
E) generate "buzz."

Question 56

Karlie likes to post pictures of fancy cupcakes and cookies on Pinterest.She also posts pictures of fun kitchen equipment in sherbet colors and looks for baking ideas and equipment.What type of social media site is Karlie using?

A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking

Question 57

YouTube is an example of which type of social media site?

A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking

Question 58

What is a microblog?

A) a blog whose owner doesn't post very often
B) a blog that supports only links to other posts
C) a blog run by a small business
D) a blog service that supports only short posts
E) a blog that targets a very small consumer group

Question 59

This type of thought-sharing site typically provides the highest level of control for companies.

A) professional blog
B) corporate blog
C) personal blog
D) Flickr
E) Google+

Question 60

Southwest Airlines operates a blog called Nuts About Southwest.A group of employees share the responsibility for posting items of potential interest to customers-for example,short videos about Southwest's travel destinations,articles (with photos)about special events,and news about airline promotions.Nuts About Southwest is an example of a

A) corporate blog.
B) network blog.
C) personal blog.
D) professional blog.
E) social blog.

Question 61

Which of the primary motivations do consumers spend the least amount of time engaging in on their smartphones?

A) the need to shop
B) the need to self-express
C) the need to discover
D) the need to socialize
E) the need to accomplish

Question 62

How is the cost to companies and entrepreneurs using Google Analytics calculated?

A) a few cents per 100 hits
B) correlation to conversion rates of website
C) flat fee
D) free for individuals; corporate rates based on usage
E) free for everyone

Question 63

________ are free to download,but place ads on the screen when using the program to generate revenue.

A) Ad-supported apps
B) Freemium apps
C) In-app purchases
D) Paid apps
E) Paid apps with in-app purchases

Question 64

Despite its vivid design,the website for Lolly's Bookstore did not seem to attract customers who lingered.In fact,most website visitors left the site before they made a purchase.Which measure does the owner need to address?

A) sentiment analysis
B) page views
C) bounce rates
D) keyword analysis
E) mobilization rates

Question 65

The elements of the social media engagement process are

A) listening,reacting,and correcting.
B) exciting,listening,and doing.
C) analyzing,developing,and engaging.
D) listening,engaging,and evaluating.
E) listening,analyzing,and doing.

Question 66

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes,either by clicking,buying,or donating.

A) Sentiment rates
B) Conversion rates
C) Bounce rates
D) Keyword rates
E) Mobilization rates

Question 67

Darren has developed a better type of medication vial for travelers.He is not sure how to develop a marketing program for his product,as there are a few similar ones on the market.What technique can Darren use to analyze data from his competitor's websites,particularly to learn how people search for similar products online?

A) click path data
B) sentiment analysis
C) social influence
D) keyword analysis
E) budget analysis

Question 68

When a company that uses social media runs a contest online,it will measure its effectiveness in a variety of ways.One such measure is the conversion rate.The conversion rate for the contest promotion would be

A) the number of people who entered the contest.
B) the number of people who entered the contest plus the number of people who visited the page describing the contest.
C) the number of people who visited the page describing the contest.
D) the percentage of visitors to the page describing the contest who entered the contest.
E) the percentage of fans of the company's page who learned about the contest.

Question 69

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers.This could be done using

A) Google Analytics.
B) sentiment analysis.
C) click path analysis.
D) keyword analysis.
E) bounce rate.

Question 70

Which type of pricing model for apps prompts / allows customers to make small "micropurchases" to enhance the app itself?

A) ad-supported apps
B) freemium apps
C) in-app purchases
D) paid apps
E) multi-level apps

Question 71

Of the seven primary motivations for mobile app usage,which one do people spend the most amount of time on each month?

A) need for "me time"
B) need for socializing
C) need for shopping
D) need for accomplishing
E) need for self-expression

Question 72

Apps like calendars,trip planners,and flight trackers help consumers fulfill which primary motivation?

A) to prepare
B) to accomplish
C) to discover
D) to work
E) to organize

Question 73

Current research points to which pricing model for apps as the most effective?

A) ad-supported apps
B) freemium apps
C) in-app purchases
D) paid apps
E) paid apps with in-app purchases

Question 74

A process called _______ enables customers to scan a product in a store and instantly compare the prices online to see whether a better deal is available.

A) deal-finding
B) window-shopping
C) highlighting
D) matching
E) showrooming

Question 75

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter,or put another way,by

A) reacting.
B) exciting.
C) engaging.
D) listening.
E) educating.

Question 76

Which of the following apps would help consumers fulfill their "need to accomplish"?

A) Vine
B) Google Calendar
C) Flipboard
D) MyFitnessPal
E) SkyMap

Question 77

One measure of traffic from visitors on sites,the total page requests,is measured in units called

A) clickers.
B) hits.
C) paths.
D) tweets.
E) impressions.

Question 78

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase,subscribing to a service,or donating money,for example.This measure is called the site's

A) conversion rate.
B) extended network.
C) bounce rate.
D) hits.
E) click paths.

Question 79

The app Vine allows users to share mini-movies on Twitter,satisfying the primary motivation of the need

A) to discover.
B) to socialize.
C) to accomplish.
D) for preparation.
E) for self-expression.

Question 80

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

A) personal blogs
B) Facebook
C) Twitter
D) YouTube
E) online reviews