Marketing, 14e (Kerin)
1) Although marketers use the term “mobile” to refer to the portability of phones, the term will
soon take on new meaning as ________ make “mobile” even more mobile, and change an entire
industry.
A) laptops
B) text messages
C) social media campaigns
D) wearable technologies
E) connected cars
2) Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow
consumers to chat with company representatives, ask questions, and obtain personalized
recommendations. These messaging options, when combined with Internet bots, are becoming a
new form of shopping known as
A) shop chat.
B) conversational commerce.
C) social media marketing.
D) purchase technologies.
E) connected purchasing.
3) Social media are
A) online hangouts and games.
B) online media where users submit news, photos, and videos—often accompanied by a
feedback process to identify popular topics.
C) any type of medium in which large groups of people read content generated by a business,
government, or corporation.
D) only media that allow face-to-face communication.
E) all forms of electronic media.
4) Online media where users submit news, photos, and videos, often accompanied by a feedback
process to identify popular topics are called
A) rich media.
B) Facebook.
C) avatar media.
D) social media.
E) feedback loops.
5) A single social media site with millions of users interacting with each other, like Facebook,
Twitter, LinkedIn, and YouTube, is referred to as a(n)
A) social network.
B) gaming website.
C) electronic medium.
D) social medium.
E) feedback medium.
6) Social networks are
A) dating websites such as eHarmony.
B) Internet browsers like Safari or Firefox.
C) specific social media such as Facebook, Twitter, LinkedIn, and YouTube.
D) the replacement for e-mail to send private digital messages.
E) social media websites that are the high in self-disclosure but low in media richness.
7) Another term sometimes used interchangeably with social media is
A) net platforms.
B) Web 3.0.
C) user platforms.
D) Web 2.0.
E) peer-to-peer networking.
8) What is another term that is sometimes used interchangeably with social media?
A) net platforms
B) Web 3.0
C) user-generated content
D) user platforms
E) peer-to-peer networking
9) Web 2.0 describes
A) the functionalities of the Web that make possible the high degree of interactivity among users.
B) a technical update of the World Wide Web from Web 1.0.
C) the second generation of Internet browsers.
D) the increased degree of anonymity among users.
E) the final published form of marketer-generated content.
10) What is one way in which the Internet has changed and evolved to Web 2.0?
A) Web 2.0 is the most-used Internet browser, launched in 2004.
B) The ability to access the Internet from smartphones brought on a cultural revolution in how
users view and use the Internet.
C) Faster routers allowed for quicker, more efficient Internet service.
D) Internet content can now be continuously modified by all users in a participatory fashion.
E) The technical interface of the Internet has drastically changed since 2004.
11) Compared with earlier forms of the Web, Web 2.0
A) content is no longer seen as being created and published in final form exclusively by one
author.
B) includes multiple technical updates and formalized rules.
C) uses greater bandwidth to allow for faster media downloads from the Internet.
D) incorporates new functionalities that are customized to each individual.
E) uses a technical interface that is more user-friendly.
12) Compared with earlier forms of the Web, Web 3.0 is expected to
A) include content that has previously been archived to prevent dead links.
B) include multiple technical updates and formalized rules.
C) provide greater bandwidth to allow for faster media downloads from the Internet.
D) incorporate new functionalities that are customized to each individual.
E) use a technical interface that is more user-friendly.
13) A web page that serves as a publicly accessible personal journal and online forum for an
individual or organization is referred to as a
A) wiki.
B) blog.
C) chat room.
D) Facebook post.
E) tweet.
14) A blog is a
A) business-oriented website that lets users create profiles for professional networking.
B) unique type of Internet browser where search results are personalized for each user.
C) web page that serves as a publicly accessible personal journal and online forum for an
individual or organization.
D) website where users create a personal profile, add “friends,” and exchange messages and
photos with them.
E) website whose content is created and edited by the ongoing collaboration of end users.
15) Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain
insights into customer complaints and suggestions.
A) blogs
B) wikis
C) single entry e-diaries
D) avatars
E) email traffic
16) Companies such as Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight
into
A) popular trends among members of the over-65 market.
B) technological advancements that can be used to promote their brands.
C) new slang terms to create more effective advertisement copy.
D) recruiting prospective employees.
E) customer complaints and suggestions.
17) Which of the following is the best marketing strategy for promoting Betty Crocker products
using social media?
A) create “Betty Cooks,” a blog featuring recipes for trendy dishes using Betty Crocker products
B) monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C) hold a cooking contest to generate new recipes using Betty Crocker products
D) produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E) produce a TV infomercial featuring a female or male cooking her/his way through several
recipes from the latest edition of the Betty Crocker Cookbook
18) Epicurious is a website where recipes are posted by the site owner and individual cooks.
Using a “four-fork” rating system, users rate and comment on these recipes for ease or difficulty
in preparation, the taste of the finished dish, and whether or not they would use the recipe again.
Epicurious is most likely what type of social media website?
A) Web 2.0
B) a Facebook Page
C) a wiki
D) a blog
E) a Twitter Page
19) A website whose content is created and edited by the ongoing collaboration of end users is
known as a(n)
A) wiki.
B) blog.
C) encyclomedia.
D) Facebook post.
E) tweet.
20) A wiki is a
A) web page that serves as a publicly accessible personal journal and online forum for an
individual or organization.
B) business-oriented website that lets users create profiles for professional networking.
C) unique type of Internet browser where search results are personalized for each user.
D) website where users create a personal profile, add “friends,” and exchange messages and
photos with them.
E) website whose content is created and edited by the ongoing collaboration of end users.
21) A blog is ________, whereas a wiki is
A) a log of an individual’s Internet activity; Internet activity updated by the user.
B) a website for companies to gather customer insights; an academic tool to post grades and
projects.
C) a website whose online content is created and edited by the ongoing collaboration of end
users; a publicly accessible personal journal and online forum for an individual or organization.
D) a publicly accessible personal journal and online forum for an individual or organization; a
website whose online content is created and edited by the ongoing collaboration of end users.
E) an advertising forum; an artistic forum.
22) A publicly accessible personal journal and online forum for an individual or organization is
a(n) ________, whereas a website whose online content is created and edited by the ongoing
collaboration of end users is a
A) Internet browser; blog.
B) wiki; blog.
C) blog; wiki.
D) Facebook post; Twitter post.
E) Twitter post; Facebook post.
23) Blogs and wikis differ in that a blog is a diary that shows a ________, while a wiki shows
the end result as a
A) complete thought process; fragmented group of ideas.
B) sequential journey; single entry.
C) single entry; sequential journey.
D) personal side of the user; formal presentation.
E) long narrative; block of text.
24) User-generated content
A) is the content posted by only one user on his or her private blog.
B) refers to Web 3.0, the next update of the web.
C) is the content created by one user using his or her smartphone.
D) covers all the ways people can use social media.
E) is a formal term for flash mobs.
25) User-generated content (UGC) refers to
A) content found on a “personal profile” page.
B) content found only on blogs and wikis.
C) content that is created with the intention of achieving commercial profit.
D) content found on forms of online media that are privately owned and operated by a single
“user.”
E) the various forms of online media content that are publicly available and created by end users.
26) The various forms of online media content that are publicly available and created by end
users is referred to as
A) user-generated content (UGC).
B) wikis.
C) net platforms.
D) Facebook pages.
E) social media.
27) All of the following statements about user-generated content (UGC) are true except which?
A) UGC is published on a publicly accessible website and created by end users.
B) UGC includes reposting an article found in a newspaper or magazine without editing.
C) UGC is consumer-generated by an individual outside of a professional organization.
D) UGC shows a significant degree of creative effort.
E) UGC is not simply e-mail, but is published on a publicly accessible website.
28) Which of the following statements about user-generated content (UGC) is most accurate?
A) UGC is published where it is accessible to the public.
B) UGC must show a sequential journey through posts made by a user.
C) UGC is intended for commercial profit.
D) UGC includes personal e-mails.
E) UGC is limited to text-only, 280-character maximum posts due to the limited bandwidth of
Internet service providers.
29) A criterion of ________ is that it is online content that is published on a publicly accessible
website or social networking site.
A) social networks
B) user-generated content (UGC)
C) blogs
D) wikis
E) YouTube
30) Online content that shows a significant degree of creative effort, and thus is more than
simply posting a newspaper or magazine article on a personal blog, is a criterion of
A) online advertisements.
B) blogs.
C) user-generated content (UGC).
D) wikis.
E) YouTube.
31) Online content created by an individual outside of a professional organization without a
commercial market in mind is a criterion of
A) online advertisements.
B) user-generated content (UGC).
C) blogs.
D) wikis.
E) YouTube.
32) Social media can be classified based on ________ and
A) web browsers; apps.
B) user-generated content (UGC); marketer-generated content (MGC).
C) blogs; wikis.
D) textual complexity; visual depth.
E) media richness; self-disclosure.
33) In classifying social media, the degree of acoustic, visual, and personal contact between two
communication partners is referred to as
A) user-generated content.
B) social value.
C) self-disclosure.
D) media richness.
E) emotive content.
34) In classifying social media, self-disclosure is
A) the degree to which a person’s thoughts, feelings, likes, and dislikes are shared when engaged
in a social interaction.
B) the degree of acoustic, visual, and personal contact between two communication partners.
C) an undesirable effect of social media in which too much personal information is given by
users, resulting in identity theft.
D) a growing trend in which telephone and e-mail communications contribute to one’s online
profile.
E) behavior that leads to an unfavorable impression by other online users.
35) In classifying social media, media richness is ________, whereas self-disclosure is
A) the degree to which a person’s thoughts, feelings, likes, and dislikes are made public; the
degree of acoustic, visual, and personal contact between two communication partners.
B) the degree of acoustic, visual, and personal contact between two communication partners; the
degree to which a person’s thoughts, feelings, likes, and dislikes are made public.
C) the quality of the graphics and video on a website; the online conduct that leads to an
unfavorable impression.
D) a visual measure; an emotional measure.
E) the extent to which a user personalizes his/her profile page; adding contact information
(telephone, address, and e-mail) on one’s Facebook profile.
36) In classifying social media, the degree of acoustic, visual, and personal contact between two
communication partners is referred to as ________, whereas the degree to which a person’s
thoughts, feelings, likes, and dislikes are made public is referred to as
A) self-disclosure; media richness.
B) emotional value; social degree.
C) media richness; self-disclosure.
D) social degree; emotional value.
E) media richness; user-generated content.
37) Media richness is ________ in face-to-face communication than in telephone or e-mail
communications.
A) more biased
B) lower
C) higher
D) more technological
E) less independent
38) As the content of a marketing website for a product moves from words to photos, videos, and
animation, the media richness of the site
A) decreases.
B) is not affected.
C) can be more easily manipulated.
D) increases.
E) can’t be determined as exactly.
39) In social interactions, a favorable image is affected by the degree of self-disclosure of a
person’s thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to ________ one’s
influence on those reached.
A) decrease
B) not affect
C) undermine
D) manipulate
E) increase
40) As the content of a blog or messages posted on social media sites moves from impersonal to
highly personal, the level of self-disclosure
A) decreases.
B) is not affected.
C) undermines the credibility of the site.
D) increases.
E) increases the credibility of the site.