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Marketing HEC > Week1 > Flashcards

Week1 Flashcards

1
Q

How many active users did Twitter have worldwide as of the end of 2016?

  • 100 million
  • 1 billion
  • 470 million
  • 320 million
A

320 million

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2
Q

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
A

Despacito by Louis Fonsi featuring Daddy Yankee

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3
Q

What is the most popular social media platform in China as of 2017?

  • VK
  • Facebook
  • WeChat
  • Weibo
  • Twitter
A

WeChat

WeChat has surpassed Weibo in number of subscribers.

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4
Q

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
A

Carter Wilkerson, Help Me Please, April 2017

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5
Q

Which of the following is the most frequently used Instagram hashtag as of 2017?

  • # food
  • # love
  • # selfie
  • # tbt
  • # followme
A

“#love”

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6
Q

What does social media allow consumers to do?

  • Follow seasonal campaigns
  • Download apps
  • Distribute content
  • Online shopping
A

Distribute content

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7
Q

What is the main marketing objective in the Web 2.0 era?

  • Page views
  • Engagement
  • Advertainment
  • Controlling content
A

Engagement

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8
Q

Which of the following platforms preceded the World Wide Web?

  • Yahoo!
  • UseNet
  • MySpace
  • Netscape
A

UseNet

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9
Q

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
A

Equal, networked relationships between companies and consumers

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10
Q

What is the fifth P that marketers should consider?

  • Practice
  • Place
  • Participation
  • Purpose
A

Participation

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11
Q

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

  • Retail stores
  • Company website
  • Shares
  • Brochures
A

Shares

Shares are earned media.

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12
Q

What is the equivalent of Promotion in the 5Cs framework?

  • Convenience
  • Currency
  • Commentary
  • Conversation
A

Conversation

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13
Q

How many sources do consumers consult on average during their decision journey?

  • Ca. 3 sources
  • Ca. 7 sources
  • Ca. 10 sources
  • Ca. 14 sources
A

Ca. 10 sources

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14
Q

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
A

Divestment

Divestment is the final stage in the purchase decision process. It entails divesting of the purchase by throwing or giving it away.

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15
Q

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
A

There are fewer brands in the initial consideration set

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16
Q

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
A

Participating in online brand communities

In brand communities, consumers can bond with others who have enjoyed the same product.

17
Q

The consumer decision journey in today’s marketplace should be considered as a funnel.

  • Yes
  • No
A

No

Indeed, the consumer decision journey is now rather conceptualized as an ellipse more emphasis on the pre- and post-purchase evaluation phases.

18
Q

x

In which year did Time Magazine elect ‘You’ as the “Person of the Year”?

  • 2006
  • 1995
  • 2009
  • 2003
A

2006

19
Q

Due to social media, marketplace multi-logues have been transformed into monologues.

  • No
  • Yes
A

No

20
Q

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
A

From computers to mobiles

21
Q

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
A

Generating and sharing music videos on websites such as Youtube

22
Q

Which of the following is an example of earned media?

  • Marketer-consumer interactions
  • Company social media accounts
  • User reviews
  • Magazine ads
A

User reviews

23
Q

What is the equivalent of Product in the 5Cs framework?

  • Company
  • Commerce
  • Consumer solution
  • Convenience
A

Consumer solution

24
Q

The Zero Moment of Truth is where consumers do their research, get smart about alternatives, read reviews, and search for coupons.

  • Yes
  • No
A

Yes

25
Q

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
A

Post-purchase evaluation

26
Q

In today’s consumer decision journeys, the evaluation phase is more extensive than before.

  • Yes
  • No
A

Yes

27
Q

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
A

Communicate and Share strategy

Marketing HEC (4 decks)

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