M: Marketing, 6e (Grewal)
1) The term social media refers exclusively to social networking sites like Facebook.
2) Blogging tools (e.g., WordPress, Twitter) have proven to be an ineffective form of social
media in helping marketers educate their potential customers.
3) The focus of social media efforts targeted at customer interaction is building connections.
4) The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.
5) Positive engagement through social media often makes customers more profitable for the firm.
6) The dynamic effect of social media engagement expands the impact of the network effect by
examining how people flow in and out of networked communities as their interests change.
7) The connected effect is the outcome of social media engagement in which every time a firm or
person posts information, it is transferred to the poster’s vast connections across social media,
causing the information to spread instantaneously.
8) The Wheel of Social Media Engagement includes the following five effects as drivers of
social media: Information, Connected, Network, Dynamic, and Timeliness.
9) A blog is an example of a thought-sharing site.
10) The three main types of social media are social-networking sites, blogs, and media-sharing
sites.
11) An advantage of a corporate blog is that all content on the blog can be completely controlled
by the company.
12) Of the types of social media identified in the text, YouTube is considered a thought-sharing
site.
13) Now that more than 184 million people in the United States have smartphones, the use of
mobile marketing has plateaued.
14) In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30
minutes in real-life time to get that life back, or you can spend $0.99 to get those lives back.
Candy Crush Saga is an example of a paid app.
15) When discussing the pricing models of paid apps and freemium apps, it currently appears
that the best pricing model is the paid app.
16) A disadvantage of the current design of mobile apps is that they are able to fulfill only one
need at a time.
17) One of the seven primary needs that apps meet is the need to deliver.
18) The three-stage process that firms use to engage customers through social and mobile media
involves listening, analyzing, and correcting.
19) In order for eHarmony to understand what its clients want, both in a service provider and in a
mate, the company uses metrics such as the bounce rate.
20) When designing a social media marketing campaign, the first step is to identify the target
audience.
21) The development of strong, eye-catching images and designs is important in the “monitor
and change” step of developing a social media campaign.
22) More than 12 million of LinkedIn’s users are small business owners, making it an excellent
resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build
brand reputation.
23) The connected effect of social media engagement is achieved when individuals post a picture
to Instagram, upload a video to YouTube, or share a link to an article they have liked on
Facebook.
24) If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara
product, then CoverGirl will have reached more than 80 million of Katy Perry’s followers, even
though CoverGirl has fewer than 2,000 Twitter followers.
25) Marketers rely on three types of social media to achieve three objectives: First, members
promote themselves to gain more friends. Second, the sites promote to get more members. Third,
firms encourage customers to post product reviews.
26) The 4E framework of social media includes
A) excite, educate, experience, engage.
B) excite, educate, entertain, engage.
C) expand, engage, educate, emphasize.
D) emphasize, excite, educate, engage.
E) expect, emphasize, educate, engage.
27) How does your text describe how social media firms help marketers connect with their
customers?
A) by helping firms appear more “hip” to customers
B) by helping to facilitate content sharing and interpersonal interactions
C) by helping firms establish an Internet presence
D) by allowing customers to search for products more easily
E) by allowing firms to capture customer information
28) Which objective of the 4E framework focuses on allowing customers the opportunity to
download a sample or chapter of an e-book prior to purchasing it?
A) engagement
B) energy
C) excitement
D) experience
E) education
29) Derek just posted an entry in his blog talking about how happy he is with his new GoPro
camera. In the blog he also posted videos that he took with the camera. As a customer of the
product, which facet of the 4E framework for social media is Derek most exhibiting?
A) Engagement
B) Energizing
C) Excitement
D) Experiencing
E) Educating
30) In terms of the 4E framework, in order for a firm’s offer to excite its targeted customers, the
offer must be
A) unique.
B) relevant.
C) substantial.
D) easy to understand.
E) tangible.
31) Reminding people what they already know best describes which of the 4E frameworks?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
32) While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through
an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a
location-based software application is designed to promote which of the 4E framework
objectives?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
33) While waiting in line to make a purchase at Target, Mitch sees signs reminding him to visit
the company’s website for online specials and to sign up on his smartphone for the Target Circle
Rewards Program. Other signs remind him that Target will match competitors’ prices on any
item they sell. This is an example of which 4E framework?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
34) Which of the following social media tools is a type of all–in-one marketing software that can
be used to educate customers?
A) Facebook
B) Twitter
C) LinkedIn
D) HubSpot
E) WordPress
35) Alan wants to upgrade his look before a job interview. A friend tells him about a men’s
clothing line that allows potential customers to virtually try on suits and see what looks best. It
even offers an interactive “custom fit” feature. After checking out his options, Alan takes his
measurements and orders a suit without ever leaving his office. Virtually trying on a suit best
describes which of the 4E framework objectives?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
36) It is not unusual to see firms offering free product samples in grocery stores to let customers
try the product before buying it. Similarly, in today’s world of social media, one can read a
chapter of a book before buying it, or watch YouTube videos on different ways to use a product.
All of these scenarios are aimed at which aspect of the 4E framework?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
37) Gene’s Complete Cameras offers its customers an interactive website to help them choose the
best camera for their lifestyle. But the site’s most-used feature is its user blog in which
customers—both satisfied and unsatisfied—talk about products they have purchased and the
service received at Gene’s. The user blog best describes which of the 4E frameworks for the
store’s customers?
A) Engage
B) Energize
C) Excite
D) Experience
E) Educate
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38) When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk
onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E
framework was being targeted?
A) Educate
B) Experience
C) Engage
D) Energize
E) Excite
39) Which aspect of the 4E framework is aimed at action, the potential for a relationship, and
possibly even loyalty and commitment?
A) Educate
B) Energize
C) Excite
D) Experience
E) Engage
40) An example of the ________ effect is when BMW gained in-depth information about visitors
to a popular Chinese social media site, and used that information to determine which visitors
were likely to be luxury car buyers and targeted advertising toward them.
A) media
B) information
C) connected
D) social
E) interconnected
41) Individuals achieve the ________ effect when they check in, post a picture to Instagram,
upload a video to YouTube, or share a link to an article they have liked on Facebook.
A) media
B) information
C) connected
D) social
E) interconnected
42) Coca-Cola relies on ________ technology to offer their customers a free Coke at the moment
they walk through a movie theater.
A) network
B) dynamic
C) radar
D) satellite
E) beacon
43) At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter
concierge stays in constant contact with its guests. If a guest has a problem or question, the
44) For marketers, media-sharing sites such as YouTube or Flickr are social media tools best
used to
A) encourage customers to engage with the firm and experience its products.
B) stimulate excitement.
C) develop customer education and engage with other users.
D) develop customer education.
E) energize customers and stimulate excitement for its products.
45) Trina is developing a marketing campaign for an organic stain-removal product. As “stain
removal” is rather dull, she is trying to educate consumers about the value and uniqueness of the
product, and appeal to the environmentally conscious. Which of the following is the best social
media application for this task?
A) YouTube
B) LinkedIn
C) Blog
D) Instagram
E) Google+
46) When the luxury auto brand Mercedes-Benz needed to target affluent potential customers
with the launch of its new E– and C-class models, it turned to ________ because its users spend
more online—more than 2.5 times as much as an average U.S. consumer—which likely signals
their relative affluence.
A) Facebook
B) LinkedIn
C) Twitter
D) Flickr
E) Google+
47) Staples provides their loyal customers with a relevant coupon based on previous purchases
through their mobile phone, while they are in the store. This represents the ________ aspect of
the 4E framework of social media marketing.
A) engage
B) energize
C) excite
D) experience
E) educate