Ch 4

CH 4

1. Home Depot has a Web site service called the Business Toolbox PRIVATE EXCHANGE OR C-BUSINESS 2. Although Network Associates software has been traditionally restricted to its the Internet makes once-inaccessible markets available to worldwide

marketers 3. Concerning online shopping, all of the following statements are correct excep CUSTOMER SERVICE IS LESS IMPORTANT FOR E-TAILERS THAN4. When is it most practical for a company to set up separate corporate WHEN THE CORPORATION HAS NUMEROUS SUBSIDIARIES OR DIVISIONS 5. Web sites that allow interaction of a company, its employees, suppliers EXTRANETS 6. Business-to-consumer e-marketing is rapidly growing in the United 30 7. Broadband shoppers in general shop online ________ and spend MORE; MORE8. Studies estimate the number of customers who now bank or pay 25 9. When pricing, distribution, and promotion for online Web sites CHANNEL CONFLICT 10. The elimination of geographic protections for local businesses GLOBAL REACH 11. A bot is one of the newer e-business tools and is defined as A ROBOT THAT SEARCHES PROGRAMS THAT PERFORM COMPARATIVE SHOPPING12. Retailers that excel at marketing through traditional retail outlets are MORE; SUCCEED 13. Specialized online services that center on a specific topic or area ELECTRONIC BULLETIN BOARDS14. When e-business buyers and sellers communicate online and negotiate INTERACTIVE MARKETING 15. How often should a Web site be updated? AS FREQUENTLY AS NEEDED 16. Electronic data interchanges, once limited by operating system WEB SERVICES USING XML 17. Worldwide Internet use includes ONE BILLION USERS 18. A basic measurement of Web site effectiveness is the conversion rate PERCENTAGE OF WEB SITE VISITORS WHO MAKE PURCHASES19. Examples of interactive marketing materials include all of the following except DIRECT MAIL 20. Legal contracts regarding real estate, insurance, and other financial . THE ELECTRONIC SIGNATURE

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MRKT210: Principles of Marketing (F-M-Mann)

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My home / ► My courses / ► Fall 2013 / ► School of Business / ► Marketing (MRKT) / ► MRKT210 (F-M) / ► September 1 - September 7 / ► Chapter 4 Quiz

Started on Wednesday, September 4, 2013, 12:21 AMState Finished

Completed on Wednesday, September 4, 2013, 12:47 AMTime taken 25 mins 34 secs

Grade 22.00 out of a maximum of 25.00 (88%)Question 1

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Mark 1.00 out of 1.00

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Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

Select one:

a. An application

b. A social news site

c. A bookmark

d. A blogging site

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The correct answer is: A blogging site

Question 2Correct


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Social media marketing differs from traditional marketing in that social media marketing:

Select one:

a. seeks to control the content and message received by the audience.

b. focuses mainly on promoting the company outright, rather than building credibility among customers.

c. covers all forms of media including print media and television commercials.

d. solicits the audience's participation in the message.

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The correct answer is: solicits the audience's participation in the message.

Question 3

Correct


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Consumers rely on communities created by social media for their buying decisions mainly to:

Select one:

a. gather relevant information about the functional strategies of companies.

b. gather relevant insights about the fluctuation in stock prices.

c. conduct research and share information.

d. build partnerships with companies.

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The correct answer is: conduct research and share information.

Question 4Incorrect


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Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.

Select one:

a. blogging site

b. social news site

c. database

d. bookmarking site

Feedback

The correct answer is: blogging site

Question 5Correct


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The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____.

Select one:

a. online community manager

b. social media designer

c. content programmer

d. blogger

Feedback

The correct answer is: social media designer

Question 6Correct


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Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel firm that wanted him to write engaging articles about its travel packages and other offerings in his online journal. Zac was hired as a _____.

Select one:

a. social media designer

b. blogger

c. social media developer

d. microblogger

Feedback

The correct answer is: blogger

Question 7Incorrect


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Which of the following is true about a social media marketing plan?

Select one:

a. It is never documented in writing.

b. It identifies and describes methods for monitoring, measuring, and managing the SMM effort.

c. It shares no common element with a traditional marketing plan.

d. It precludes an analysis of the competition.

Feedback

The correct answer is: It identifies and describes methods for monitoring, measuring, and managing the SMM effort.

Question 8Correct


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The marketing team at Sienna Technologies has decided to use social media to market the firm's products, and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna Technologies is preparing a report on the various social media platforms and tools being

used by its primary competitors. In which of the following sections of the SMM plan is this most likely to be included?

Select one:

a. The executive summary

b. The body of the plan

c. The overview

d. The competitive analysis

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The correct answer is: The competitive analysis

Question 9Correct


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Which of the following can be categorized as a social media tool?

Select one:

a. A social news site

b. A social networking site

c. An app

d. An online forum

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The correct answer is: An app

Question 10Correct


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Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped under which of the following social media platforms?

Select one:

a. Social blogging sites

b. Social networking sites

c. Online forums

d. Social news sites

Feedback

The correct answer is: Social news sites

Question 11Correct


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MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods. Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?

Select one:

a. The overview of the plan

b. The competitive analysis

c. The body of the plan

d. The executive summary

Feedback

The correct answer is: The body of the plan

Question 12Correct


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Job seekers can use social media to improve their job prospects in the market by:

Select one:

a. being active on most of the social media sites.

b. including friends and family on their LinkedIn network.

c. accepting all LinkedIn requests in order to widen their network.

d. being proactive on LinkedIn and connecting with people who work for companies of interest.

Feedback

The correct answer is: being proactive on LinkedIn and connecting with people who work for companies of interest.

Question 13Correct


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Walter Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the company's product releases and other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____.

Select one:

a. social media developer

b. content programmer

c. copywriter

d. brand manager

Feedback

The correct answer is: content programmer

Question 14Correct


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Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an example of a(n) _____

Select one:

a. blogging site

b. app

c. microblog

d. social networking site

Feedback

The correct answer is: app

Question 15Correct


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_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

Select one:

a. Content marketing

b. Social media monitoring

c. Crowdsourcing

d. Social bookmarking

Feedback

The correct answer is: Content marketing

Question 16Correct


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Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. It is an example of a(n) _____.

Select one:

a. microblog

b. social network

c. app

d. firewall

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Question 17Correct


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A social media marketing plan is important because:

Select one:

a. it helps companies to generate donations or other types of funding.

b. it helps consumers to make final purchase decisions.

c. it helps companies to have full control over the content and the message received by the audience.

d. it documents in writing the company's goals and strategies for the SMM initiative.

Feedback

The correct answer is: it documents in writing the company's goals and strategies for the SMM initiative.

Question 18Correct


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A(n) _____ is a software that enables users to communicate with each other online.

Select one:

a. bookmarking site

b. social media analytics

c. online forum

d. social media tool

Feedback

The correct answer is: social media tool

Question 19Correct


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Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

Select one:

a. it helps buyers make final purchase decisions.

b. it helps everyone involved in the campaign to aim their efforts in the right direction.

c. it is effective in engaging the target audience in a conversation.

d. it helps marketers to have control over the content of the marketing message received by the audience.

Feedback

The correct answer is: it helps everyone involved in the campaign to aim their efforts in the right direction.

Question 20Correct


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Which of the following best describes the function of social media tools?

Select one:

a. Allowing users to build, integrate, or facilitate an online community

b. Enabling users to communicate with each other online

c. Acting as a home base for online communities

d. Allowing marketers to track, measure, and interpret data related to users' social media marketing initiatives

Feedback

The correct answer is: Enabling users to communicate with each other online

Question 21Correct


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Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?

Select one:

a. Setting goals

b. Developing strategies and choosing tactics

c. Producing content

d. Implementing the plan

Feedback

The correct answer is: Developing strategies and choosing tactics

Question 22Correct


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Jonathan, who has experience in graphics designing, was hired by a firm to oversee the look and feel of its Facebook page. Jonathan was most likely hired as a _____.

Select one:


b. copywriter


d. brand manager

Feedback


Question 23Incorrect


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The content for a social media marketing campaign is said to be effective if it:

Select one:

a. focuses on promoting the company outright.

b. contains detailed information about competing product offerings in the market.

c. has a strong brand focus.

d. presents the SMM effort as a one-way conversation, much like traditional marketing.

Feedback

The correct answer is: has a strong brand focus.

Question 24Correct


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_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

Select one:

a. Blogging sites

b. Social networking sites

c. Bookmarking sites

d. Social news sites

Feedback

The correct answer is: Social networking sites

Question 25Correct


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Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.

Select one:

a. social media monitoring

b. content marketing

c. behavioral targeting

d. social bookmarking

Feedback

The correct answer is: content marketing

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You are logged in as Cory Neese (Logout)MRKT210 (F-M)

Started on Wednesday, September 4, 2013, 1:20 AM

State Finished

Completed on Wednesday, September 4, 2013, 1:40 AM

Time taken 19 mins 25 secs

Grade 24.00 out of a maximum of 25.00 (96%)

Question 1Correct


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_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

Select one:

a. Content marketing

b. Social media monitoring

c. Crowdsourcing

d. Social bookmarking

Feedback

The correct answer is: Content marketing

Question 2Correct


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The rules of engagement for social media are meant to:

Select one:

a. track, measure, and evaluate a firm's social media marketing initiatives.

b. make the exchange between marketers and their target audience a positive one.

c. protect the privacy of consumers by imposing laws and regulations on the company.

d. explain to the employees why they should take certain steps or actions, or avoid them.

Feedback

The correct answer is: make the exchange between marketers and their target audience a positive one.

Question 3Correct


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The rate of revenues received for every dollar spent on an expense is known as _____.

Select one:

a. return on investment

b. resource rent

c. earnings per share

d. return on equity

Feedback

The correct answer is: return on investment

Question 4Correct


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Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

Select one:

a. application

b. social networking site

c. bookmarking site

d. blogging site

Feedback

The correct answer is: social networking site

Question 5Correct


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A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like.

Select one:

a. QR code

b. blog

c. social media analytics tool

d. app

Feedback


Question 6Correct


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Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.

Select one:

a. blogging site

b. social news site

c. database

d. bookmarking site

Feedback

The correct answer is: blogging site

Question 7Correct


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The _____ of a social media marketing plan examines and evaluates the competitors' presence in social media, including the platforms and tools they select and their overall effectiveness.

Select one:

a. competitive analysis

b. executive summary

c. overview

d. body

Feedback

The correct answer is: competitive analysis

Question 8Correct


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Question text

MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods. Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?

Select one:

a. The overview of the plan

b. The competitive analysis

c. The body of the plan

d. The executive summary

Feedback

The correct answer is: The body of the plan

Question 9Correct


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Question text

Which of the following best describes the function of social media tools?

Select one:

a. Allowing users to build, integrate, or facilitate an online community

b. Enabling users to communicate with each other online

c. Acting as a home base for online communities

d. Allowing marketers to track, measure, and interpret data related to users' social media marketing initiatives

Feedback

The correct answer is: Enabling users to communicate with each other online

Question 10Correct


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While developing a social media marketing campaign, marketers can make it easy for potential customers to participate in the conversation by:

Select one:

a. introducing a wide range of merchandise.

b. offering attractive discounts on goods and services.

c. creating a specific landing page for the marketing campaign.

d. sending frequent mails and updates regarding goods and services to potential customers.

Feedback

The correct answer is: creating a specific landing page for the marketing campaign.

Question 11Correct


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Which of the following is the most essential requirement for developing the best strategies for a social media marketing campaign?

Select one:

a. An interactive media channel

b. An innovative product

c. A thorough understanding of the target audience

d. A thorough analysis of the competitors' media presence

Feedback

The correct answer is: A thorough understanding of the target audience

Question 12Correct


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Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel firm that wanted him to write engaging articles about its travel packages and other offerings in his online journal. Zac was hired as a _____.

Select one:


b. blogger


d. microblogger

Feedback

The correct answer is: blogger

Question 13Correct


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Question text

The marketing team at Neptune Networks has recently rolled out its social media marketing plan, and is trying to measure the impact of its campaign by tracking the social media platforms that were used for the purpose. The marketing team is using a few entry-level tools to track the blogs, the online communities, and also the firm's Facebook and Twitter accounts. This process of tracking and evaluating a firm's SMM initiatives is known as _____.

Select one:

a. content marketing

b. social media monitoring

c. digital marketing

d. search marketing

Feedback

The correct answer is: social media monitoring

Question 14Correct


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The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____.

Select one:

a. online community manager

b. social media designer

c. content programmer

d. blogger

Feedback


Question 15Correct


Flag question

Question text

Sparks, a manufacturer of smartphones and tablets, is currently gathering information on demographics in order to pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information on:

Select one:

a. the social media platforms and tools used by its competitors and their overall effectiveness.

b. what potential customers need or want

c. which of its products and social media will meet the needs and wants of a particular group of people.

d. characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a

target group.

Feedback

The correct answer is: characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.

Question 16Correct


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Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives?

Select one:

a. Social media platforms

b. Social media analytics

c. QR codes

d. Apps

Feedback

The correct answer is: Social media analytics

Question 17Incorrect


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AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other users. AlphaDevelopers.com is an example of a(n) _____.

Select one:

a. blogging site

b. social networking site

c. social news site

d. online forum

Feedback

The correct answer is: online forum

Question 18Correct


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Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.

Select one:

a. social networking site

b. social news site

c. blogging site

d. bookmarking site

Feedback

The correct answer is: bookmarking site

Question 19Correct


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Question text

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

Select one:

a. it helps buyers make final purchase decisions.

b. it helps everyone involved in the campaign to aim their efforts in the right direction.

c. it is effective in engaging the target audience in a conversation.

d. it helps marketers to have control over the content of the marketing message received by the audience.

Feedback

The correct answer is: it helps everyone involved in the campaign to aim their efforts in the right direction.

Question 20Correct


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Which of the following social media platforms gives users a place to save, organize or manage links to websites or other Internet resources?

Select one:

a. Social news site

b. Social networking site

c. Bookmarking site

d. Blogging site

Feedback

The correct answer is: Bookmarking site

Question 21Correct


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Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?

Select one:

a. Setting goals

b. Developing strategies and choosing tactics

c. Producing content

d. Implementing the plan

Feedback

The correct answer is: Developing strategies and choosing tactics

Question 22Correct


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Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with their prices. Which of the following are being used by Stinson's in the above scenario?

Select one:

a. Apps

b. Fact Tags

c. QR codes

d. Social networks

Feedback

The correct answer is: QR codes

Question 23Correct


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In a B2B context, businesses use social media mainly to:

Select one:

a. share views and make final buying decisions.

b. learn about new goods and services.

c. connect with the general public.

d. build relationships, including partnerships with other companies.

Feedback

The correct answer is: build relationships, including partnerships with other companies.

Question 24Correct


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Which of the following is a unique feature of social media marketing?

Select one:

a. It is limited by geographical boundaries.

b. It creates ways for customers to engage in conversations with each other and the organization.

c. It seeks to control the content and message received by the audience.

d. It mainly focuses on promoting the company outright rather than focusing on the audience.

Feedback

The correct answer is: It creates ways for customers to engage in conversations with each other and the organization.

Question 25Correct


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A(n) _____ is a software that enables users to communicate with each other online.

Select one:

a. bookmarking site

b. social media analytics

c. online forum

d. social media tool

Feedback

The correct answer is: social media tool

Ch 4

Documents

Transcript of Ch 4