Question 1

The top rung of the loyalty ladder is the ________ rung.

Accepted Answer

The answer of The top rung of the loyalty ladder...

Question 2

According to media researcher Duncan Watts, the key to setting a song on the path to popularity is a phenomenon called ________.

Accepted Answer

According to the statement, the key to setting a song on the path to popularity is a phenomenon called "cumulative advantage".

Question 3

One of the measures of online word of mouth at DuPont was the effort's ________, or whether it was not a one-shot deal.

Accepted Answer

Sustainability refers to the durability of the online word of mouth effort, implying that it is not a one-time occurrence but rather a continuous initiative.

Question 4

________ has enrolled more than half a million mothers in Vocalpoint, a group built on the premise that highly engaged individuals want to learn about products and share their opinions with companies and other individuals.

Accepted Answer

The sentence mentions Vocalpoint, which is a program created by P&G (Procter & Gamble) for highly engaged individuals to learn about products and share their opinions. Therefore, the correct choice is D, P&G.

Question 5

________ operates an international word-of-mouth media network powered by 1 million demographically diverse, ordinary people who volunteer to talk up the products they deem worth promoting.

Accepted Answer

The description matches the business model of BzzAgent, which is a word-of-mouth marketing company that recruits and mobilizes "regular people" to promote products they enjoy to their social circle.

Question 6

Viral marketing is a form of online word of mouth, or word of mouse, that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.

Accepted Answer

Viral marketing relies on the spread of information from one person to another, similar to a virus spreading. It is often achieved through social media and other online platforms, where consumers share content with their friends and networks.

Question 7

________ social media ground control and command center in Round Rock, Texas, has 70 employees and processes 25,000 daily social media events in 11 different languages, responding to most queries and complaints within 24 hours.

Accepted Answer

The passage mentions Round Rock, Texas, which is where Dell's headquarters is located. Additionally, the passage describes a social media ground control and command center that processes a high volume of social media events, which is consistent with Dell's extensive social media presence and customer service efforts.

Question 8

Online customer reviews are the second-most trusted source of brand information. What is the most trusted source?

Accepted Answer

According to various studies and surveys, recommendations from friends and family are considered to be the most trusted source of brand information.

Question 9

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences.

Accepted Answer

The answer of Consumers are more likely to transmit negative...

Question 10

Which of the following is NOT a limitation of online reviews?

Accepted Answer

This is not a limitation of online reviews, but rather a common trend in consumer behavior. People tend to trust and value positive reviews more than negative reviews, but this does not affect the limitations of online reviews themselves.

Question 11

To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center - set up like a broadcast television control room - in the middle of the marketing department in its Chicago headquarters.

Accepted Answer

The sentence mentions Gatorade as the brand being monitored and the location of the Mission Control Center in PepsiCo's Chicago headquarters.

Question 12

Which of the following is NOT an example of viral marketing?

Accepted Answer

Viral marketing involves creating content that is so compelling that people want to share it with others, often through social media or word of mouth. Choices A, B, C, and D all describe creating content or experiences that could be shared and spread by individuals, fitting the concept of viral marketing. Choice E, placing a Facebook ad about its TV channel, is a direct advertising strategy rather than a form of viral marketing, as it relies on paid placement rather than organic sharing and spreading by individuals.

Question 13

________ is the rung of the customer loyalty ladder where the customer convinces others to purchase/join.

Accepted Answer

Evangelism is the act of customers becoming brand ambassadors and convincing others to purchase or join. It is the highest level of the customer loyalty ladder, indicating a strong emotional attachment and deep satisfaction with the brand. Word of mouth and buzz (A) may be a part of evangelism, but it encompasses much more than that. Repeat purchase (B) and satisfaction (C) are lower stages of the ladder that lead to evangelism. Ownership (E) is not a recognized stage on the customer loyalty ladder.

Question 14

One of the measures of online word of mouth at DuPont was the effort's ________, or how fast it spread.

Accepted Answer

The question specifically asks for a measure of how fast the online word of mouth spread, which is indicative of its speed. While authority, relevance, scale, and sustainability are also important factors in measuring online word of mouth, they do not address the issue of how quickly it spreads.

Question 15

Which of the following is NOT one of the steps that can improve the likelihood of starting positive buzz?

Accepted Answer

This statement is not true. It is important to focus on all individuals and not just the underserved and inactive ones. All of the other options are effective steps to improve the likelihood of starting positive buzz.

Question 16

AT&T found word of mouth was one of its most effective drivers of its sales.

Accepted Answer

According to the article, AT&T found that word of mouth was one of its most effective drivers of sales.

Question 17

Maria is flagged as a special customer at your firm because she is a satisfied customer, returns to your company to buy, puts her reputation on the line to tell others about you, and convinces others to purchase from you, which suggests she is on the ________ rung of the loyalty ladder.

Accepted Answer

Maria's behavior of putting her reputation on the line to tell others about the company and convincing them to purchase from it indicates that she is an evangelist. This means that she is on the highest rung of the loyalty ladder, going above and beyond being a satisfied customer or a repeat purchaser.

Question 18

When Gerard and his team seek to evaluate blogs according to three dimensions - relevance, sentiment, and authority - they are focused on characterizing the ________ of word of mouth.

Accepted Answer

The three dimensions of evaluation mentioned (relevance, sentiment, and authority) all relate to the source of word of mouth - in this case, blogs. Therefore, the best choice is B, source. The other options do not pertain to the evaluation of word of mouth in this context.

Question 19

When another customer complains about the hair salon where Georgeanna is a loyal customer, she defends it because she feels responsible for the continued success of the hair salon. This behavior suggests she has reached the ________ rung of the loyalty ladder.

Accepted Answer

The answer of When another customer complains about the hair...

Question 20

The bottom rung of the customer loyalty ladder is ________.

Accepted Answer

The bottom rung of the customer loyalty ladder is satisfaction, as it is the initial stage before a customer progresses to higher levels of loyalty such as repeat purchase, advocacy, or evangelism. Satisfaction is the basic requirement for a customer to consider continuing their relationship with a brand.

Quiz 21: Managing Digital Communications: Online, Social Media, and Mobile