48) Marketers rely on the three types of social media: social networking sites, thought-sharing
sites, and
A) software application sites.
B) product review sites.
C) corporate websites.
D) media-sharing sites.
E) social bookmarking sites.
49) Marketers rely on social media to achieve three objectives: members promoting themselves
to gain more friends, sites promoting to get more members, and
A) members paying to view sites.
B) potential customers paying to view sites.
C) outside companies promoting their products and services to appeal to potential customers.
D) members promoting sites to gain more friends.
E) outside companies promote to the social media site to gain potential customers.
50) LinkedIn is an example of which type of social media site?
A) social networking
B) media sharing
C) thought sharing
D) photo sharing
E) corporate blogging
51) Your text notes that the networking benefits of LinkedIn are particularly beneficial for which
group?
A) entertainment marketers
B) photo enthusiasts
C) small-business owners
D) athletes
E) journalists and bloggers
52) Why is YouTube so appealing for retailers seeking to engage and educate their customers?
A) Its “Communities” feature lets people interested in similar topics form their own groups on
the site.
B) Its “Hangouts” feature allows brands to post live product demonstrations.
C) It has the most monthly active users than any other social media site, which gives companies
a forum for interacting with their fans.
D) Its unique “wall” feature allows companies to post company updates, photos, and videos
about their products.
E) Companies can broadcast from their own channels and feature content relevant only to their
specific products.
53) Instagram is an example of which type of social media site?
A) microblogging
B) social networking
C) thought sharing
D) media sharing
E) social bookmarking
54) YouTube is an example of which type of social media site?
A) microblogging
B) media sharing
C) thought sharing
D) social networking
E) social bookmarking
55) The company Forever 21 posts company updates, photos, and videos, and participates in a
discussion board on its “wall.” The social media site used is
A) Twitter.
B) Facebook.
C) Instagram.
D) Google+.
E) LinkedIn.
56) Lauren decides to use Twitter to market her hand-painted scarves to other women on her
campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on
her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves.
Lauren’s Twitter account is an example of
A) microblogging.
B) media sharing.
C) thought sharing.
D) professional networking.
E) social bookmarking.
57) This type of thought-sharing site typically provides the highest level of control for
companies.
A) professional blog
B) corporate blog
C) personal blog
D) Flickr
E) Google+
58) From a marketing perspective, what role is played by professional bloggers?
A) engaging customers on behalf of companies
B) introducing new products to the marketplace
C) sharing videos and photos of products
D) recruiting employees
E) reviewing and giving product and service recommendations
59) Of the various types of blogs, which one do marketers have the lowest level of control over?
A) personal
B) corporate
C) professional
D) corporate microblogs
E) professional microblogs
60) To drive awareness about serious problems in the developing world, the nonprofit
organization Water is Life launched a “Hashtag Killer” campaign. This campaign posted videos
on YouTube of Haitians reading tweets to excite individuals to donate to their cause. This was an
example of
A) an experimental, media-sharing site.
B) a website where users can work together to create documents.
C) a site offering analytical information about website usage.
D) the use of the microblog site Twitter.
E) a video-sharing site intended for businesses.
61) Suppose that Nike wanted to use Facebook to increase awareness of a new line of running
shoes. Which of the following methods would allow Nike to specifically target Facebook users
who have mentioned running in their profiles?
A) uploading a coupon to the Nike fan page
B) encouraging users to “like” the Nike Facebook page
C) run a display “Facebook ad” of the new running shoe
D) creating a “Shop Now” link on its Facebook page
E) placing a Facebook link on the Nike corporate website
62) What is a microblog?
A) a blog whose owner doesn’t post very often
B) a blog that supports only links to other posts
C) a blog run by a small business
D) a blog service that supports only short posts
E) a blog that targets a very small consumer group
63) Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share
the responsibility for posting items of potential interest to customers—for example, short videos
about Southwest’s travel destinations, articles (with photos) about special events, and news about
airline promotions. Nuts About Southwest is an example of a
A) corporate blog.
B) network blog.
C) personal blog.
D) professional blog.
E) social blog.
64) Jordan loves to read and write. She started a blog about books, including writing hints and
book reviews. The readership of her blog gradually increased, and eventually publishers started
sending her new books, hoping she would review them. Over time, Jordan’s blog has changed
from a ________ blog to a ________ blog.
A) professional; network
B) professional; personal
C) personal; professional
D) personal; social
E) social; network
65) All of the following are primary needs that apps meet except the need to
A) find “me time.”
B) socialize.
C) shop.
D) share.
E) discover.
66) Which of the following is a pricing model for apps discussed in your text?
A) cost-plus
B) ad-supported
C) premium
D) per-use
E) data-driven
67) Of the seven primary motivations for mobile app usage, which one do people spend the most
amount of time on each month?
A) need for “me time”
B) need for socializing
C) need for shopping
D) need for accomplishing
E) need for self-expression
68) In a process called ________, a customer visits a store to touch, feel, and even discuss a
product’s features with a sales associate, and then instantly compares the prices online to see
whether a better deal is available.
A) deal-finding
B) window-shopping
C) highlighting
D) matching
E) showrooming
69) Which of the following apps would help consumers fulfill their “need to accomplish”?
A) Snapchat
B) Google Calendar
C) Flipboard
D) MyFitnessPal
E) SkyMap
70) Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary
motivation?
A) to prepare
B) to accomplish
C) to discover
D) to work
E) to organize
71) ________ are free to download, but appear as ads on the screen; they generate revenue while
users interact with the app.
A) Ad-supported apps
B) Freemium apps
C) In-app purchases
D) Paid apps
E) Paid apps with in-app purchases
72) Current research points to which pricing model for apps as the most effective?
A) ad-supported apps
B) freemium apps
C) in-app purchases
D) paid apps
E) paid apps with in-app purchases
73) The elements of the social media engagement process are
A) listening, reacting, and correcting.
B) exciting, listening, and doing.
C) analyzing, developing, and engaging.
D) listening, engaging, and evaluating.
E) listening, analyzing, and doing.
74) Companies can find out a lot about customers by listening to (and monitoring) what they say
on their social networks, blogs, review sites, and so on. One technique that firms use to monitor
such activity is called
A) reaction analysis.
B) enrichment analysis.
C) engagement analysis.
D) sentiment analysis.
E) education analysis.
75) One important measure of social media’s effectiveness is the percentage of site visitors who
take the action the site owner hoped for—making a purchase, subscribing to a service, or
donating money, for example. This measure is called the site’s
A) conversion rate.
B) extended network.
C) bounce rate.
D) hits.
E) click paths.
76) When a company that uses social media runs a contest online, it will measure its
effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate
for the contest promotion would be
A) the number of people who recommend the contest to others.
B) the number of people who comment on the contest.
C) the number of people who share the contest on their social media site.
D) the percentage of visitors who enter the contest.
E) the percentage of fans who like the contest.
77) Suppose that Burger King wanted to evaluate social media content to find out how well its
most recent advertising campaign was being received by consumers. This could be done using
A) Google Analytics.
B) sentiment analysis.
C) click path analysis.
D) keyword analysis.
E) bounce rate.
78) Despite its vivid design, the website for Lolly’s Bookstore did not seem to attract customers
who lingered. In fact, most website visitors left the site before they made a purchase. Which
measure does the owner need to address?
A) sentiment analysis
B) page views
C) bounce rates
D) keyword analysis
E) mobilization rates
79) Companies that specialize in sentiment analysis are least likely to look at ________ for data.
A) personal blogs
B) Facebook
C) Twitter
D) YouTube
E) online reviews