- Existing social networks are:
a. exclusively for consumers.
b. used by both consumers and business people.
c. experiencing slowing growth
b. used by both consumers and business people.
222,223
- It is important for marketers to “follow the eyeballs” because:
a. marketers need their content to be placed in media that customers frequent.
b. advertisers are looking for media that reach target markets.
c. both of the above.
a. marketers need their content to be placed in media that customers frequent.
b. advertisers are looking for media that reach target markets.
c. both of the above.
C p 223
Social media marketing campaigns:
a. can be designed to go viral.
b. need to be developed with a specific target market in mind.
c. are impossible to measure.
b. need to be developed with a specific target market in mind.
224,225
- We can only call it “social media marketing” if:
a. it leads to achieving business and marketing goals.
b. users actively share the content.
c. it brings in many Facebook fans and Twitter followers.
a. it leads to achieving business and marketing goals.
226
- All marketers should:
a. have a Facebook page.
b. actively consider the use of social media in their marketing programs.
c. switch to exclusively marketing on social media.
b. actively consider the use of social media in their marketing programs.
226
- Among the reasons marketers like SMM are:
a. it can lead to reduced marketing expenses.
b. it can help generate exposure for the business.
c. both of the above
a. it can lead to reduced marketing expenses.
b. it can help generate exposure for the business.
c. both of the above.
ANS: C REF: p. 227
- B2B marketers like SMM because:
a. it helps generate high-quality sales leads.
b. it takes place on private, proprietary networks.
c. neither of the above.
a. it helps generate high-quality sales leads.
227
Marketing effectiveness and ease of use of social platforms tends to be:
a. negatively related to one another.
b. positively related to one another.
c. there is no relationship between effectiveness and ease of use.
a. negatively related to one another.
228
- Small businesses find SMM:
a. too difficult and complex to use.
b. helps generate exposure and sales.
c. ineffective in increasing sales.
b. helps generate exposure and sales.
229
- Inside businesses, SMM techniques can be used to:
a. explain corporate policies.
b. it has no internal use.
c. improve engagement with employees.
c. improve engagement with employees.
230
- ________ is one step in developing a social media strategy.
a. Engaging actual and potential customers
b. Establishing social sales opportunities
c. Placing advertising on social networks
a. Engaging actual and potential customers
231
- Marketers find that communicating with people on social networks:
a. is similar to advertising in other channels.
b. requires communications that are responsive and trustworthy.
c. is often constrained by the rules of the social network.
b. requires communications that are responsive and trustworthy.
233
- Among the things that marketers have learned about SMM is:
a. it is essentially free.
b. it works well as a single channel of communications.
c. neither of the above.
c. neither of the above.
235
- Product reviews:
a. tend to be negative toward the brand.
b. are used and trusted by consumers.
c. do not have an impact on consumer purchases.
b. are used and trusted by consumers
236
- ________ is the term used to describe symbols that facilitate social sharing
a. Icons
b. Feeds
c. Links
a. Icons
237
- Creating a brand community:
a. should only be done for a well-known brand.
b. is easier when customers themselves already participate in real world community activities.
c. requires skilled outside consultants.
b. is easier when customers themselves already participate in real world community activities.
239
- ________ is online media created and controlled by the marketer.
a. Earned media
b. Owned media
c. Paid media
b. Owned media
242
- SMM metrics are:
a. provided by the respective social networks.
b. easy to integrate into existing metrics platforms.
c. neither of the above.
a. provided by the respective social networks.
244
- The best way to choose the right metrics for a SMM campaign is:
a. hire a consultant.
b. have specific, measurable campaign objectives.
c. use the existing metrics platforms.
b. have specific, measurable campaign objectives.
245
- Establishing a personal brand in Internet space:
a. should be started when you are ready to look for a job
b. only needed by top-level executives
c. a process that should continue throughout a person’s career
c. a process that should continue throughout a person’s career
246
- Top managers can more easily be persuaded of the value of social media marketing if:
a. ROI on its expenditures can be established
b. the top marketing officer is in favor
c. they understand that no negative comments will be permitted on social platforms
a. ROI on its expenditures can be established
247
