Ch. 9

Question 1

1. Existing social networks are:

a. exclusively for consumers.
b. used by both consumers and business people.
c. experiencing slowing growth

Answer 1

b. used by both consumers and business people.

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Question 2

2. 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.

Answer 2

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

Question 3

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.

Answer 3

b. need to be developed with a specific target market in mind.

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Question 4

4. 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.

Answer 4

a. it leads to achieving business and marketing goals.

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Question 5

5. 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.

Answer 5

b. actively consider the use of social media in their marketing programs.

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Question 6

6. 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

Answer 6

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

Question 7

7. 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.

Answer 7

a. it helps generate high-quality sales leads.

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Question 8

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.

Answer 8

a. negatively related to one another.

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Question 9

9. Small businesses find SMM:

a. too difficult and complex to use.
b. helps generate exposure and sales.
c. ineffective in increasing sales.

Answer 9

b. helps generate exposure and sales.

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Question 10

10. Inside businesses, SMM techniques can be used to:

a. explain corporate policies.
b. it has no internal use.
c. improve engagement with employees.

Answer 10

c. improve engagement with employees.

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Question 11

11. ________ 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

Answer 11

a. Engaging actual and potential customers

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Question 12

12. 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.

Answer 12

b. requires communications that are responsive and trustworthy.

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Question 13

13. 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.

Answer 13

c. neither of the above.

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Question 14

14. 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.

Answer 14

b. are used and trusted by consumers

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Question 15

15. ________ is the term used to describe symbols that facilitate social sharing

a. Icons
b. Feeds
c. Links

Answer 15

a. Icons

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Question 16

16. 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.

Answer 16

b. is easier when customers themselves already participate in real world community activities.

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Question 17

17. ________ is online media created and controlled by the marketer.

a. Earned media
b. Owned media
c. Paid media

Answer 17

b. Owned media

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Question 18

18. SMM metrics are:

a. provided by the respective social networks.
b. easy to integrate into existing metrics platforms.
c. neither of the above.

Answer 18

a. provided by the respective social networks.

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Question 19

19. 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.

Answer 19

b. have specific, measurable campaign objectives.

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Question 20

20. 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

Answer 20

c. a process that should continue throughout a person’s career

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Question 21

21. 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

Answer 21

a. ROI on its expenditures can be established

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