Marketing Chapter 4

A(n) _____ is a software that enables users to communicate with each other online

social media tool

Which of the following can be categorized as a social media tool?

An app

Which of the following best describes the function of social media tools?

Enabling users to communicate with each other online

Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. It is an example of a(n) _____.

app

_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

Social networking sites

Which of the following types of social media platforms allow their users to create an online profile of biographical data including photos and information such as employment, education, and relationship status, and to invite friends to join their circle?

Social networking sites

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

social networking site

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest

social networking site

Which of the following social media platforms gives users a place to save, organize or manage links to websites or other Internet resources?

Bookmarking site

Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.

bookmarking site

Which of the following is an example of a bookmarking site?

Linkswarm.com, that allows users to save, organize, and manage links to their favorite websites

Which of the following social media platforms allow users to report on the happenings in their communities and then vote on which postings get the most prominent display on the site?

Social news sites

Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped under which of the following social

Social news sites

A(n) _____ is a social media platform where users post messages and hold conversations on specified topics.

online forum

AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other users. AlphaDevelopers.com is an exa

online forum

Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

A blogging site

Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.

blogging site

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.

microblog

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.

microblog

A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like.

app

Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an example of a(n) _____

app

ReadUp is a social media management software that allows its users to read free books available on the Internet and browse through various articles and international dailies for information. ReadUp can be regarded as a(n) _____.

app

Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with

QR codes

Which of the following is a unique feature of social media marketing?

It creates ways for customers to engage in conversations with each other and the organization.

Consumers rely on communities created by social media for their buying decisions mainly to:

conduct research and share information.

In a B2B context, businesses use social media mainly to:

build relationships, including partnerships with other companies.

Not-for-profit organizations use social media to:

connect with the general public, the business community, and each other.

Which of the following is true about a social media marketing plan?

It identifies and describes methods for monitoring, measuring, and managing the SMM effort.

A social media marketing plan is important because:

it documents in writing the company's goals and strategies for the SMM initiative.

In an SMM plan, _____ refers to a paragraph or two that explains the who, what, when, where, how, and why of the plan, and gives compelling reasons why the plan should be adopted.

the executive summary

The executive summary of a social media marketing plan is said to be effective if:

it gives compelling reasons as to why the plan should be adopted by the firm.

Target Inc., an online marketing company that designs marketing campaigns for firms, is developing a social media marketing plan for a consumer goods company. The development team has created the entire plan and is now trying to compile the salient featur

executive summary

The overview of a social media marketing plan:

briefly describes the overall market conditions, and the firm's current position in the social media.

Redline is a popular men's clothing brand in the United States. As a part of the firm's new online marketing campaign, the marketing team at Redline has been asked to prepare a synopsis of the overall market condition, including the current position of th

overview

The _____ of a social media marketing plan examines and evaluates the competitors' presence in social media, including the platforms and tools they select and their overall effectiveness.

competitive analysis

The marketing team at Sienna Technologies has decided to use social media to market the firm's products, and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna Technologies is preparing a report on t

The competitive analysis

Which of the following sections of a social media marketing plan covers the statements of goals and strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and managing the marketing campaign?

The body of the plan

MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of docume

The body of the plan

Social media marketing differs from traditional marketing in that social media marketing:

solicits the audience's participation in the message.

Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets. His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the channel called "The Technocrat", where

influencer

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

it helps everyone involved in the campaign to aim their efforts in the right direction.

Sparks, a manufacturer of smartphones and tablets, is currently gathering information on demographics in order to pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information on:

characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.

Which of the following is the most essential requirement for developing the best strategies for a social media marketing campaign?

A thorough understanding of the target audience

Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?

Developing strategies and choosing tactics

Once marketers answer the question of who they are trying to reach by targeting their audience, they ask a second vital question in social media marketing:

How do we engage the audience in a conversation?

While developing a social media marketing campaign, marketers can make it easy for potential customers to participate in the conversation by:

creating a specific landing page for the marketing campaign.

In order for SMM to succeed, the content of its messages must:

engage the target audience in the conversation.

_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

Content marketing

Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on t

content marketing

The content for a social media marketing campaign is said to be effective if it:

has a strong brand focus.

The rules of engagement for social media are meant to:

make the exchange between marketers and their target audience a positive one.

The process of tracking, measuring, and evaluating a firm's social media marketing initiatives is called _____.

social media monitoring

The marketing team at Neptune Networks has recently rolled out its social media marketing plan, and is trying to measure the impact of its campaign by tracking the social media platforms that were used for the purpose. The marketing team is using a few en

social media monitoring

Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives?

Social media analytics

Crowdtrail is a tool used by marketers to evaluate their social media presence by tracking and evaluating users' influence across various virtual communities. It provides information regarding the number of clicks on a company's website and also helps in

social media analytics tool

The rate of revenues received for every dollar spent on an expense is known as _____.

return on investment

Which of the following is true with regard to managing a social media marketing campaign?

It requires knowledge of the benefits and drawbacks of the different social media platforms.

Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?

Consumer privacy

Job seekers can use social media to improve their job prospects in the market by:

being proactive on LinkedIn and connecting with people who work for companies of interest.

A person who oversees all of the company's social media functions, ranging from blogging copywriter to social media strategist is called a _____.

social media marketing manager

The primary decision maker who runs a firm's social media program is called a(n) _____.

social media strategist

Who among the following is responsible for online public relations and management of the brand over social media sites?

A brand manager

A _____ is generally responsible for generating programs necessary to build and assemble the features for social tools such as blogs and communities.

social media developer

The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____.

social media designer

A person who is in charge of social media analytics is responsible for:

measuring the results of the social media marketing effort.

Walter Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the company's product releases and other lifestyle conversations. His responsibil

content programmer

Jonathan, who has experience in graphics designing, was hired by a firm to oversee the look and feel of its Facebook page. Jonathan was most likely hired as a _____.

social media designer

Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is responsible for managing external engagement with customers in social media channels such as Facebook, Twitter, and other blogging sites. Sharon can be reg

online community manager

Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destination

blogger

According to experts, job applicants can further their chances of landing their first social media marketing job by:

taking online courses that teach social media marketing skills.