Week1 Flashcards
How many active users did Twitter have worldwide as of the end of 2016?
- 100 million
- 1 billion
- 470 million
- 320 million
320 million
Which of these YouTube videos has been viewed the most times as of 2017?
- Despacito by Louis Fonsi featuring Daddy Yankee
- Shake it Off by Taylor Swift
- Uptown Funk by Mark Ronson featuring Bruno Mars
- Gangnam Style by Psy
Despacito by Louis Fonsi featuring Daddy Yankee
What is the most popular social media platform in China as of 2017?
- VK
WeChat has surpassed Weibo in number of subscribers.
Which of these tweets has been retweeted the most times?
- Carter Wilkerson, Help Me Please, April 2017
- Barack Obama, Four More Years, November 2012
- Barack Obama, Thank You For Everything, January 2017
- Ellen DeGeneres, Oscar selfie, March 2014
Carter Wilkerson, Help Me Please, April 2017
Which of the following is the most frequently used Instagram hashtag as of 2017?
- # food
- # love
- # selfie
- # tbt
- # followme
“#love”
What does social media allow consumers to do?
- Follow seasonal campaigns
- Download apps
- Distribute content
- Online shopping
Distribute content
What is the main marketing objective in the Web 2.0 era?
- Page views
- Engagement
- Advertainment
- Controlling content
Engagement
Which of the following platforms preceded the World Wide Web?
- Yahoo!
- UseNet
- MySpace
- Netscape
UseNet
What characterizes an experience-dominant logic?
- Linear relationships with the company on top
- Equal, networked relationships between companies and consumers
- Emphasis on video games as a promotion method
- Reliance on the 4Ps
Equal, networked relationships between companies and consumers
What is the fifth P that marketers should consider?
- Practice
- Place
- Participation
- Purpose
Participation
Which of the following is NOT an example of owned media?
- Retail stores
- Company website
- Shares
- Brochures
Shares
Shares are earned media.
What is the equivalent of Promotion in the 5Cs framework?
- Convenience
- Currency
- Commentary
- Conversation
Conversation
How many sources do consumers consult on average during their decision journey?
- Ca. 3 sources
- Ca. 7 sources
- Ca. 10 sources
- Ca. 14 sources
Ca. 10 sources
A customer who donates old books to a local school is engaging in which of the seven purchase decision stages?
- Information search
- Divestment
- Consumption
- Need recognition
Divestment
Divestment is the final stage in the purchase decision process. It entails divesting of the purchase by throwing or giving it away.
How have customers’ decision journeys changed due to the rise of the internet and social media?
- Consumers complain more than they used to
- There are fewer brands in the initial consideration set
- Divestment happens sooner than in the past
- Consumers methodically reduce the number of options
There are fewer brands in the initial consideration set
Which of the following is an example of post-purchase behavior online?
- Asking friends for advice about possible options
- Participating in online brand communities
- Giving away old clothing to a charity
- Comparing several different cameras with different features
Participating in online brand communities
In brand communities, consumers can bond with others who have enjoyed the same product.
The consumer decision journey in today’s marketplace should be considered as a funnel.
- Yes
- No
No
Indeed, the consumer decision journey is now rather conceptualized as an ellipse more emphasis on the pre- and post-purchase evaluation phases.
x
In which year did Time Magazine elect ‘You’ as the “Person of the Year”?
- 2006
- 1995
- 2009
- 2003
2006
Due to social media, marketplace multi-logues have been transformed into monologues.
- No
- Yes
No
Web 3.0 is characterized by a shift:
- From companies to developers
- From computers to mobiles
- From browsers to search engines
- From blogs to social networks
From computers to mobiles
Record labels have long played a role in creating value in the music industry. Which of the following developments allows consumers to engage in co-creation?
- Downloading music from new artists
- Working as musicians in recording sessions
- Generating and sharing music videos on websites such as Youtube
- Attending music festivals
Generating and sharing music videos on websites such as Youtube
Which of the following is an example of earned media?
- Marketer-consumer interactions
- Company social media accounts
- User reviews
- Magazine ads
User reviews
What is the equivalent of Product in the 5Cs framework?
- Company
- Commerce
- Consumer solution
- Convenience
Consumer solution
The Zero Moment of Truth is where consumers do their research, get smart about alternatives, read reviews, and search for coupons.
- Yes
- No
Yes
A consumer who tries on a new sweater at home and sends a selfie to her friends is engaging in which of the seven purchase decision stages?
- Divestment
- Information search
- Need recognition
- Post-purchase evaluation
Post-purchase evaluation
In today’s consumer decision journeys, the evaluation phase is more extensive than before.
- Yes
- No
Yes
Attracting customers can be achieved on social media through:
- Care and Commune strategy
- Share and Care strategy
- Communicate and Share strategy
- Communicate and Commune strategy
Communicate and Share strategy