Question 1

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?
A) Crowdsourcing
B) Insourcing
C) Cannibalization
D) Astroturfing

Accepted Answer

Astroturfing refers to creating the appearance of a grassroots movement, while it is actually produced behind the scenes by a firm promoting itself or its products.

Question 2

An Internet _____ is essentially a site where people hold conversations in the form of posted messages.
A) wiki
B) forum
C) podcast
D) bulletin board

Accepted Answer

A forum is typically a website or section of a website where people can post messages and hold online discussions. This format allows for users to interact with each other and share information on a particular topic or interest. Wikis are typically used for collaborative document creation and editing, podcasts are audio or video files that can be downloaded for listening/viewing, and a bulletin board is a physical or digital board where messages can be posted for others to view.

Question 3

Which of the following is a factor behind the success of social media-based communications?
A) Emphasis on pushing or cajoling consumers to buy the firm's products
B) Implementation of static campaigns with a limited lifespan
C) Minimum requirement of time and resources
D) Ability to measure consumer behavior and target highly specific market segments

Accepted Answer

Social media-based communications have the ability to measure consumer behavior and target highly specific market segments, which is a key factor behind their success. This allows businesses to tailor their messages and offerings to the preferences and behaviors of their target audience, leading to more effective communication and higher engagement. In contrast, options A and B are outdated and ineffective approaches, while option C is true but not necessarily a defining factor behind success in social media communications.

Question 4

Which of the following is an example of social contagion?
A) A man purchasing an electronic gadget just because it was on sale
B) A woman buying medicines over the counter that were prescribed by her doctor
C) A retired man purchasing a house in an urban area so that he can socialize with wealthy people
D) A middle-aged woman purchasing an anti-wrinkle cream just because her colleagues influenced her to try the product

Accepted Answer

Social contagion is the phenomenon of individuals adopting the beliefs or behaviours of others in a group. In this case, the middle-aged woman purchased an anti-wrinkle cream because her colleagues influenced her to try the product, which is an example of peer pressure and social contagion. The other options do not involve peer pressure or social contagion.

Question 5

A _____ is a Web site on which individuals make regular entries of commentary or descriptions of events.It is the fastest growing medium of personal publishing on the Internet.
A) wiki
B) blog
C) forum
D) podcast

Accepted Answer

The description provided matches the definition of a blog. A wiki is a website that allows collaborative editing of its content. A forum is a discussion board where users can post messages and have conversations. A podcast is an audio program available for download on the internet.

Question 6

Which of the following is true of social media?
A) They emphasize pushing or cajoling consumers to buy the firm's products.
B) They implement campaigns that are static, with a limited life.
C) They are slowly fragmenting.
D) They provide the means for consumers to voice negative as well as positive views on products and services.

Accepted Answer

Social media provides a platform for consumers to express their opinions about products or services, including negative feedback. This has become an important aspect of social media marketing and reputation management. Choices A, B, and C are not true statements about social media.

Question 7

Which of the following is true of traditional marketing communications?
A) They are very well suited to smaller firms.
B) They involve campaigns that have an unlimited life.
C) They focus on a company-to-customer approach.
D) They serve niche markets well.

Accepted Answer

Traditional marketing communications focus on communicating directly from the company to the customer through mediums such as television, print ads, and direct mail.

Question 8

Which of the following is a marketing technique that facilitates and encourages people to pass along a marketing message to other users or sites,leading to a potentially exponential growth of communications?
A) Ambush marketing
B) Transformational marketing
C) Reverse marketing
D) Viral marketing

Accepted Answer

Viral marketing is a technique that encourages people to share a marketing message with their network, which can lead to exponential growth. The message spreads like a virus and reaches a large audience, often resulting in high levels of engagement and brand awareness. Ambush marketing involves associating oneself with an event or brand without authorization, while transformational marketing aims to create an emotional connection between the brand and the consumer. Reverse marketing involves the consumer seeking out the marketer rather than the other way around. Therefore, the best choice in this case is option D, viral marketing.

Question 9

Brand _____ refers to customers developing a personal relationship with the brand.
A) engagement
B) identity
C) extension
D) equity

Accepted Answer

Brand engagement refers to customers interacting with and developing an emotional connection to the brand. This includes their overall experience with the brand, such as through social media, customer service interactions, and in-person interactions. Through engagement, customers can develop a loyal relationship with the brand.

B) identity 
 Brand identity refers to the visual and messaging elements that make up the brand's overall look and feel. This includes design elements such as the logo, color schemes, and typography, as well as messaging elements such as the brand's mission and values. Developing a strong brand identity can help customers identify and connect with the brand.

C) extension 
 Brand extension refers to a company using an existing brand name to launch a new product or service. This can help companies leverage the existing brand equity and recognition to support a new offering.

D) equity 
 Brand equity refers to the value, recognition, and overall reputation that a brand has developed over time. This includes both the tangible and intangible elements of the brand, such as quality, customer loyalty, and brand awareness. Developing and maintaining strong brand equity can be important for driving customer loyalty and differentiation in a crowded marketplace.

Question 10

Millennials,those born between 1980 and 2000,regard using the Internet for _____ as their favorite media activity.
A) sending/receiving e-mails
B) getting religious information
C) social or personal interests
D) creating blogs

Accepted Answer

According to various studies and surveys, social media and personal interests are the top choices for millennials on the Internet. They tend to spend a significant amount of time on social networking sites like Facebook, Twitter, Instagram, and Snapchat. They use these platforms not only to connect with their friends and family but also to explore and pursue their hobbies and passions. Therefore, option C - social or personal interests - is the most suitable choice.

Question 11

The extent to which people are exposed to,and influenced by,the knowledge,attitude,or behavior of others,particularly those in their peer group is known as social _____.
A) undermining
B) facilitation
C) loafing
D) contagion

Accepted Answer

The term that best fits the given definition is contagion. Contagion refers to the spread of ideas, attitudes or behavior from one person to another or from a group to an individual. It often happens when the influence comes from someone within the same peer group or social circle. The other options, such as undermining, facilitation, and loafing, do not accurately capture the meaning of the given definition.

Question 12

When a social network converges around shared interests,goals,values,or attitudes,it fosters a common identity among its members,which is called _____.
A) a social community
B) social loafing
C) a social contagion
D) social marketing

Accepted Answer

A social community fosters a common identity among its members when it converges around shared interests, goals, values, or attitudes. Social loafing refers to the tendency for individuals to exert less effort when working in a group compared to working alone. Social contagion refers to the spread of emotions, behaviors, and ideas through a group or community. Social marketing involves promoting a product or service using social media platforms.

Question 13

Social media differ from traditional media in that social media are _____.
A) expensive
B) fragmenting
C) inefficient
D) interactive

Accepted Answer

Social media are interactive, allowing for two-way communication and engagement with users, whereas traditional media are typically one-way communication with limited audience feedback. Social media can also be less expensive and offer more precise targeting options, making them less fragmenting and more efficient than traditional media. However, in this question, the key difference listed between the two options is interactivity.

Question 14

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?
A) They require minimum commitment of time and resources.
B) It is easier to measure the effectiveness of social media over traditional media.
C) They provide myriad opportunities to develop and maintain awareness of the firm's brands.
D) Internationally, all people and organizations, including those in poor countries, have ready access to social media.

Accepted Answer

One major benefit that firms obtain by using social media is that it provides opportunities to develop and maintain awareness of the firm's brands. Social media platforms are widely used across the world, making it easier for firms to reach out to their international audience and increase brand visibility. This can ultimately lead to increased sales and profitability. While social media may not require a significant commitment of time and resources, it is not necessarily easier to measure the effectiveness of social media over traditional media. Additionally, not all people and organizations around the world have access to social media, as indicated in option D.

Question 15

Social _____ refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages,profiles,and advertising.
A) facilitation
B) contagion
C) conceptualization
D) media

Accepted Answer

Social media refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages, profiles, and advertising.

Question 16

A(n)_____ is a Web site developed and maintained by a community of users who add informative content on a variety of topics.
A) podcast
B) aggregator
C) wiki
D) VoIP

Accepted Answer

A wiki is a website that allows users to add, modify, or delete content collaboratively. It is maintained by a community of users who contribute informative content on various topics. Examples of popular wikis include Wikipedia and Wiktionary.

Question 17

A _____ network is a communal structure consisting of individuals or organizations connected with each other through friendship,common interest,commercial transactions,information exchange,or other types of relationship.
A) business
B) technological
C) social
D) dependent

Accepted Answer

The description provided clearly indicates a social network, which is based on personal relationships, shared interests, and social interactions rather than business or technological connections. A dependent network is not a common type of network, and a business or technological network is more focused on specific industries or tools.

Question 18

Numerous firms in developing economies have accelerated marketing activities by skipping less efficient or more expensive approaches and embracing cost-effective social media to achieve marketing goals.This is known as:
A) market cannibalization.
B) astroturfing.
C) technological leapfrogging.
D) crowdsourcing.

Accepted Answer

Technological leapfrogging refers to skipping over old technologies and directly adopting new, more efficient technologies. In this case, firms are skipping traditional, less efficient marketing approaches and adopting cost-effective social media marketing to achieve their goals. Market cannibalization refers to a situation where a firm's new product or service steals market share from its existing products or services. Astroturfing refers to the practice of creating artificial grassroots campaigns to promote a product or service. Crowdsourcing refers to the practice of obtaining services or ideas from a large, undefined group of people through an open call. None of these options accurately describe the situation presented in the question.

Question 19

Which of the following is an advantage of using social media?
A) Social media enhances viral marketing.
B) The world's entire population has access to social media.
C) The effectiveness of social media is easy to measure.
D) Social media require the least amount of commitment in terms of time and resources.

Accepted Answer

Social media enhances viral marketing, meaning that it can greatly increase the reach and impact of marketing campaigns by allowing users to easily share content with their networks. This can lead to lower costs and increased brand awareness.

Question 20

Which of the following is true about traditional marketing communications?
A) They are two-way.
B) They are inexpensive.
C) They are the most efficient form of communications.
D) They are fragmenting.

Accepted Answer

Traditional marketing communications are fragmenting or becoming less effective due to the rise of new technologies and channels such as social media, online advertising, and mobile marketing. Two-way communication, efficiency, and inexpensive nature are more applicable to newer forms of marketing communications.

Quiz 16: Social Networks and Communication

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?

An Internet _____ is essentially a site where people hold conversations in the form of posted messages.

Which of the following is a factor behind the success of social media-based communications?

Which of the following is an example of social contagion?

A _____ is a Web site on which individuals make regular entries of commentary or descriptions of events.It is the fastest growing medium of personal publishing on the Internet.

Which of the following is true of social media?

Which of the following is true of traditional marketing communications?

Which of the following is a marketing technique that facilitates and encourages people to pass along a marketing message to other users or sites,leading to a potentially exponential growth of communications?

Brand _____ refers to customers developing a personal relationship with the brand.

Millennials,those born between 1980 and 2000,regard using the Internet for _____ as their favorite media activity.

The extent to which people are exposed to,and influenced by,the knowledge,attitude,or behavior of others,particularly those in their peer group is known as social _____.

When a social network converges around shared interests,goals,values,or attitudes,it fosters a common identity among its members,which is called _____.

Social media differ from traditional media in that social media are _____.

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?

Social _____ refers to the use of communications technology by firms to promote their brands and connect with customers by creating Web pages,profiles,and advertising.

A(n) _____ is a Web site developed and maintained by a community of users who add informative content on a variety of topics.

A _____ network is a communal structure consisting of individuals or organizations connected with each other through friendship,common interest,commercial transactions,information exchange,or other types of relationship.

Numerous firms in developing economies have accelerated marketing activities by skipping less efficient or more expensive approaches and embracing cost-effective social media to achieve marketing goals.This is known as:

Which of the following is an advantage of using social media?

Which of the following is true about traditional marketing communications?