Chapter 03
Test Bank
1. The term social media refers exclusively to social networking sites like Facebook.
2. Firms should not attempt to educate customers about products and services using social media, since customers are busy interacting with friends and
will reject attempts to educate them.
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 instantaenously.
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.
Feedback: Blogs and microblogs are frequently used sites allowing users to share their thoughts.
10. The most popular microblogging site is Google+.
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, Flickr is considered a thought-sharing site.
13. Of the more than 184 million people who have smartphones in the United States, approximately 60 percent of them make purchases on these
devices.
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 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 Cover Girl mascara product, then Cover Girl will have reached more than 80
million of Katy Perry’s followers, even though Cover Girl has fewer than 2,000 Twitter followers.
25. To achieve their objectives, marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites.
26. The 4E framework of social media includes
27. How does your text describe how social media firms help marketers connect with their customers?
28. The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the
following are included in the 4E framework except
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?
30. In terms of the 4E framework, in order for a firm’s offer to excite its targeted customers, the offer must be
31. A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best
describes which of the 4E frameworks?
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?
E. educate
33. While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit the company’s website for online specials and to sign
up on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors’ prices on any item
they sell. This is an example of which 4E framework?
34. Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers?
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?
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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?
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?
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?
39. Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?
A. educate
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.
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.
42. Coca-Cola relies on _________ technology to offer their customers a free Coke at the moment they walk through a movie theater.
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 answer is just a hashtag away. This is an example of the impact of which of the following?
44. For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to
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?
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.
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.
48. Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and
49. Marketers rely on social media to achieve three objectives: members promoting themselves to gain more friends, sites promoting to get more
members, and
50. LinkedIn is an example of which type of social media site?
51. Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?
52. What feature unique to Google+ lets people interested in similar topics form their own groups?
53. Instagram is an example of which type of social media site?
54. YouTube is an example of which type of social media site?
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:
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
57. This type of thought-sharing site typically provides the highest level of control for companies.
58. From a marketing perspective, what role is played by professional bloggers?
59. Of the various types of blogs, which one do marketers have the lowest level of control over?