Chapter 16 Social and Mobile Marketing

Accessibility: Keyboard Navigation Blooms: Understand Difficulty: Moderate Learning Objective: 16-01 Describe the 4E framework of social media marketing.. Accessibility: Keyboard Navigat

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Multiple Choice Questions

1 Which of the following is NOT an objective of marketing communications using the 4E

framework?

E Evaluating customers

Evaluating the customer is not associated with the 4E framework of social media The

objective of the 4E framework of social media includes exciting customers with relevant offers, educating them about the offering, helping them experience products, whether directly

or indirectly, and giving them an opportunity to engage with their social network

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Blooms: Understand

Difficulty: Easy

Learning Objective: 16-01 Describe the 4E framework of social media marketing.

Topic: 16-01 The 4E Framework for Social Media

2 In the context of the 4E framework of social media, offering customers interesting deals that would be relevant to them is part of:

A exciting the customer.

Accessibility: Keyboard Navigation

Difficulty: Moderate

Topic: 16-02 Excite the Customer

3 Which of the following is a primary factor to excite a customer in the context of the 4E framework of social media marketing?

B Relevancy of offers to the targeted segment

To excite customers, an offer must be relevant to its targeted customer Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs

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4 In the context of the 4E framework of social media, letting the customers know about a firm's offering is the objective of:

B educating the customer.

Topic: 16-03 Educate the Customer

5 Which of the following factors is the primary objective of educating the customer in the context of the 4E framework of social media marketing?

B Helping potential customers understand the value proposition of a product/service

Helping potential customers understand the value proposition of a product/service is the primary objective of educating the customer as in the context of the 4E framework of social media marketing Some of the information communicated may be new, but in some cases, education is all about reminding people about what they already know

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Topic: 16-03 Educate the Customer

6 Which of the following is primarily aimed at helping customers assess and understand a product before buying it?

C Experiencing a product or service

Experiencing a product or service helps customers assess and understand a product before buying it This is particularly useful for products that are sold online

Topic: 16-04 Experience the Product or Service

7 In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with:

D engaging the customer.

In the context of the 4E framework of social media, building a positive relationship with customers in the hope of retaining their loyalty is primarily associated with engaging the customer Through social media tools such as blogging and microblogging, customers activelyengage with firms and their own social networks

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8 Which of the following is true about engaging the customer in the context of the 4E

framework of social media marketing?

Topic: 16-05 Engage the Customer

9 All of the following statements are true about engaging customers on social media

EXCEPT:

E Engaged customers tend to be more profitable.

Positively engaged customers tend to be more profitable

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Difficulty: Difficult

Topic: 16-05 Engage the Customer

10 Which of the following does NOT hold true for social media marketing?

A It is difficult to accurately target and segment markets using social networking platforms.

quickly

relationships

reputation of a brand quickly

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11 Which of the following is NOT true with regard to Facebook?

and engage with its customers

attractive platform for marketers to promote their products or services

marketing tool

promotions that might be exciting to their customers

E Its variation from other networking sites as being a professional, instead of a

friendship-based site, makes it an exclusive forum for professionals and entrepreneurs to build their networks

Facebook is a well-known social networking site, and it is not exclusively a networking forumfor professionals and entrepreneurs LinkedIn, another networking site, offers such features

Learning Objective: 16-02 Understand the types of social media.

Topic: 16-07 Social Network Sites

12 Which of the following is true of Facebook?

dialogue directly with end users

content relevant only to the company's own products

C It enables sharing updates, news, and opinions, as well as monitoring popular news stories

and tracking growing trends

customers interested in gaming

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13 Which of the following sites would be ideal to share updates, interact with friends, and stay connected with them on a regular basis?

Facebook is a social networking site that would be ideal to share updates, interact with

friends, and stay connected with them on a regular basis It not only lets individual users connect with others but also gives marketers the ability to carefully target their audience

14 Which of the following features best makes Facebook an effective forum for individuals

as well as companies to promote themselves?

messaging options

users are online or offline

E The "wall" in their page where they can post updates, photos, and videos, or participate in a

discussion board

The "wall" in their page where they can post company updates, photos, and videos or

participate in a discussion board makes Facebook an effective forum for individuals, as well

as companies, to promote themselves Through this form of free exposure, companies can post content and information regarding products, events, news, or promotions that might be exciting to their customers It allows individuals to share updates, news, and opinions, and to track growing trends

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Blooms: Remember

Difficulty: Easy

16 Which of the following sites would be most effective to spread the message when

requesting for blood donation in case of an emergency?

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Blooms: Apply

17 An event is planned to support a noble cause The organizers of the event would like to invite volunteers to take part in the event Which of the following platforms would be ideal to communicate this to a large number of people at short notice?

Blooms: Apply

LinkedIn is a professional networking site that allows users to share their professional lives It

is a place where users can post their résumés, network with other professionals, and search forjobs

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19 Which of the following sites would be least effective in helping customers experience a product?

Difficulty: Easy

20 Which of the following is primarily a professional networking site?

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Blooms: Remember

Difficulty: Easy

21 Which of the following sites would be most useful for employees of an HR consultancy firm to identify and recruit candidates with the right skill sets and experience?

22 Media-sharing sites are most effective for:

B experiencing a product and engaging customers.

Media-sharing sites are most effective for experiencing a product and engaging customers In terms of the 4E framework, companies use such sites to highlight how consumers can

experience their goods or services, as well as encourage consumers to engage with the firm, its other social media outlets, and other consumers

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Blooms: Remember

Difficulty: Easy

Topic: 16-08 Media-sharing Sites

24 Which of the following provides an effective medium for posting instructional videos?

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Blooms: Remember

Difficulty: Easy

25 Which of the following is least popular as a marketing tool?

Blooms: Remember

Difficulty: Easy

26 Which of the following is a thought-sharing site?

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thought-27 Thought-sharing sites like blogs are least likely to be effective in:

A exciting customers.

Thought-sharing sites are least likely to be effective in exciting customers For the most part, they provide firms the opportunity to educate their customers about their offerings, and to engage them by responding to their communications, both positive and negative

Blooms: Remember

Difficulty: Easy

Topic: 16-09 Thought-sharing Sites

28 Consumers who like to make well-informed choices are more likely to trust:

B reviews on a professional blog.

Consumers who like to make well-informed choices are more likely to trust reviews on a professional blog From a marketing perspective, professional blogs are those written by people who review and give recommendations on products and services

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Blooms: Remember

Difficulty: Easy

29 Of the various types of blogs, marketers have the lowest level of control over:

Blooms: Remember

Difficulty: Easy

30 Which of the following is true of professional blogs?

perceptions of their product or service

for free

C Marketers have less control on the content of these blogs as compared to corporate blogs.

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31 Which of the following is a fact related to professional blogs?

products, services, and promotional deals

E Consumers tend to trust professional bloggers' reviews much more than corporate blogs

and other more traditional media

From a marketing perspective, professional blogs are those written by people who review and give recommendations on products and services Hence, consumers seem to trust professional bloggers' reviews much more than corporate blogs and other more traditional media, like advertising

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32 Which of the following is true of corporate blogs?

corporate blogs

B These blogs offer a forum for marketers to educate customers about their products and

services

of a product or service

traditional media

Corporate blogs provide firms the opportunity to educate their customers about their

offerings As they are created by the companies themselves, these blogs have the highest level

of control over the content posted on them

33 Which of the following is true of personal blogs?

to professional blogs

appreciation for their efforts and reviews

and services

D Personal blogs are useful for monitoring what is going on in the marketplace and for

responding to customer complaints or compliments

of a product or service

Personal blogs are useful for monitoring what is going on in the marketplace and for

responding to customer complaints or compliments These blogs are written by people who receive no products or remuneration for their efforts

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34 Which of the following is a similarity between professional blogs and personal blogs?

remuneration from firms

B Marketers have considerably less control over the content of both blogs when compared to

marketers have the lowest level of control over this type

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35 Which of the following is a similarity between professional blogs and corporate blogs?

A It is possible for marketers to control the content of the blog to an extent for both blogs.

services using both blogs

It is possible for marketers to control the content of the blog to an extent for both corporate and professional blogs Although marketers have less opportunity to influence the content of professional blogs as compared to their own corporate blogs, marketers often offer free products or provide modest remuneration to top-rated professional bloggers, in the hopes of getting a good product review

36 Blogs are most likely to be useful for a(n):

E firm that wishes to educate and engage its customers.

Among the given options, blogs are most likely to be useful for a firm that wishes to educate and engage its customers Blogs provide firms the opportunity to educate their customers about their offerings, and to engage them by responding to their communications, both positive and negative

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37 A scientist, renowned for his expert knowledge in the fields of cosmetology and

pharmacology, reviews new cosmetic products launched in the market and shares his

recommendations on an online platform As his reviews are influential, marketers always hope for a positive review on their products The online platform that the scientist shares his views on is more likely to be:

E a professional blog.

The online platform that the scientist shares his views on is more likely to be a professional blog From a marketing perspective, professional blogs are those written by people who review and give recommendations on products and services

Blooms: Apply

38 Which of the following is an example of a microblogging site?

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Difficulty: Easy

39 Which of the following is NOT an example of marketing using paid media?

Topic: 16-10 Paid, Owned, Earned Media

40 Which of the following is NOT an example of owned media?

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41 Facebook fan page is an example of a(n):

C owned media platform.

A Facebook fan page is an example of owned media Owned media refers to media controlled

by the advertiser, such as its website, Facebook fan page, or YouTube channel

Difficulty: Easy

42 Which of the following is a difference between earned media and paid media?

B Brand mentions in earned media are voluntarily given, unlike paid media.

The difference between earned media and paid media is that brand mentions in earned media are voluntarily given, unlike paid media Earned media comes as a result of word-of-mouth, buzz, or publicity

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43 Which of the following is true of owned media?

D They are controlled by the advertiser.

Owned media, such as a website, is controlled by the advertiser Other forms of owned media include a company's blog, YouTube channel, or Facebook fan page

44 Advertising through which of the following media is likely to be most expensive?

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45 Which of the following would work the best to create awareness?

46 Mobile applications meet all the following needs of customers EXCEPT:

D Need for self-actualization

The seven needs are:

Need for me time, need to socialize, need to shop, need to accomplish, need to prepare, need

to discover, & need to self-express

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Learning Objective: 16-03 Understand various motivations for using mobile applications and how they are priced.

Topic: 16-11 Understanding Mobile Applications

47 Many customers download and play games such as Candy Crush on their mobile The games are likely to satisfy

E Customers need for "me time"

Customers need time set aside just for themselves

Blooms: Apply

Topic: 16-11 Understanding Mobile Applications

48 Many customers download Google Calendar application on their mobile to plan their dailyactivities This application will satisfy which need of customers?

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49 Which of the following social and mobile tools can educate customers the best?

Topic: 16-12 App Pricing Models

50 In terms of the 4E framework, mobile marketing is particularly useful for:

E creating excitement with consumers at the time of sale.

In terms of the 4E framework, mobile marketing is particularly useful for creating excitement with consumers at the time of sale Several applications have been developed to better market goods and services to these attractive consumers

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51 Which of the following enables customers to scan a product in a store and instantly compare the costs of the product online to see whether a better deal is available?

A Price check apps

Using a price check app, such as at Amazon, or Stylish Girl, customers can scan a product in astore and instantly compare the prices online to see whether a better deal is available

Although price checking can encourage competition, companies can stray into ethical grey areas depending on how they promote their apps

Blooms: Remember

Difficulty: Easy

52 Style.com offers a mobile application for people to access the same content available on

the Style magazine website, including blogs, reviews, couture shows, and video feeds This

mobile application is an example of a:

C fashion app.

Style's mobile application is an example of a fashion app The consumers who are most likely

to use mobile media also are likely to buy from technology- and fashion-oriented firms, whether they are fashion or technology retailers, or sell fashion magazine content or brand information

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53 Location-based "gamified" apps are most useful for:

A exciting the customer.

Gamification is most useful for exciting the customer Mobile location-based apps are excitingbecause they provide customers with highly relevant offers when they are in close proximity

to the retailer or service provider or they can even be used to provide competitive offers

Blooms: Remember

Difficulty: Easy

54 Clash of Clans is a free app to download, but includes in-app purchases This app is an example of

C Freemium application

Freemium apps are apps that are free to download but include in-app purchases

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Blooms: Apply

55 An analysis of online content to determine favourability or unfavourability is called:

The total number of requests for a web page is referred to as hits It helps in assessing

customers' opinion about the firm and its competitors

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57 Page views refer to the:

C number of times a web page is viewed by any visitor.

Page views refer to the number of times any page is viewed by any visitor While knowing how many people are using a firm's social media is important, it is even more critical to learn who those visitors are, what they are doing, and what engages and excites them

Blooms: Remember

Difficulty: Easy

Learning Objective: 16-04 Recognize and understand the three components of a social media strategy.

Topic: 16-15 Analyze

58 Keyword analysis is done to:

E determine how customers search for a firm's products on the Internet.

Keyword analysis is done to determine how customers search for a firm's products on the Internet With this information, firms can refine their websites by choosing keywords to use

on their site that their customers use

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59 Calculating the incremental profit increase divided by the investment on the site

improvement would help a firm determine:

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61 Which of the following metrics or measures is used to determine what people do when they visit a site, and what engages and excites them?

62 Analyzing bounce rate would help firms:

A make the website more effective and relevant.

Analyzing bounce rate would help firms make the website more effective and relevant Bounce rate refers to the percentage of times a visitor leaves a site almost immediately, such

as after viewing only one page Analyzing which pages are the most frequent entry and exit locations provides direction on how to make a website more effective

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Tracking page views, visitor counts, downloads, video plays, etc is associated with

conversion analytics Conversion rates is a measure that indicates what percentage of visitors

or potential customers act as the marketer hopes, whether by clicking, buying, or donating

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65 Which of the following types of analytics is used to understand what's popular and what's not on a firm's website, including page load times and site navigation?

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