Marketing Final Exam

Blooms comprehension ref 363 obj 22 6 key cbe model

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Unformatted text preview: here. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Creativity MSC: BLOOMS Comprehension REF: 363 OBJ: 22-6 KEY: CB&E Model Strategy | CB&E Model 23. This morning, Katrina received the following text message on her cell phone: Don’t forget your haircut appointment today at 10 am with Jane at HairNow. See you soon. This is an example of a mobile ad. ANS: F HairNow is using mobile marketing, but this specific example would best be characterized as an SMS (short message service), not a mobile ad. PTS: 1 REF: 364 OBJ: 22-6 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 24. An app can generate customer engagement when it is well branded and integrated into a company’s overall marketing strategy. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 365 OBJ: 22-6 KEY: CB&E Model Strategy 25. Sebastian operates a local coffee shop. He publishes a blog about the shop but updates it only occasionally. He usually posts entries on coffee-related trivia. Every now and then, he posts an entry promoting a new product. Given Sebastian’s relatively weak online presence, a marketing-oriented widget would likely be just the thing to generate some buzz about his coffee shop. ANS: F A marketing-oriented widget can be an effective tool for organizations that regularly publish compelling online content, such as news, daily specials, or coupons—but Sebastian’s blog would not seem to be one of them. PTS: 1 REF: 365 OBJ: 22-6 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application MULTIPLE CHOICE 1. Social media: a. cannot be compared to traditional advertising in any meaningful way b. c. d. e. is thought of by most people as any tool or service that assists conversation has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising offers more one-to-one ways to meet consumers than traditional marketing media has not yet had a major impact on the way marketing works ANS: D In many ways, social media can be defined relative to traditional advertising. For example, while traditional marketing media offers a mass media method of interacting with consumers, social media offers more one-to-one ways to meet consumers. PTS: 1 REF: 351 OBJ: 22-1 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Creativity | CB&E Model Promotion MSC: BLOOMS Comprehension 2. All of the following are examples of social media tools and platforms EXCEPT: a. a media sharing Web site b. an AM/FM transistor radio c. an iPhone d. a blog e. Twitter ANS: B Social media includes tools and platforms such as social networks, blogs, microblogs, and media sharing sites. PTS: 1 REF: 351 OBJ: 22-1 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Analysis 3. Marla is a 55-year-old woman who wants to use a social network s...
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This document was uploaded on 09/29/2013.

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