Marketing Final Exam

Engagement pts 1 ref 355 obj 22 2 thinking key cbe

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Unformatted text preview: o drive customer engagement. PTS: 1 REF: 355 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion Comprehension TOP: AACSB Reflective MSC: BLOOMS 7. The first action a marketing team should take when beginning a social media campaign is simply to listen to what is being said about the brand, the industry, the competition, and the customer. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 355 OBJ: 22-2 KEY: CB&E Model Strategy 8. The best way a company can increase sales using social media is to improve customer service. ANS: F The clearest path to increasing the bottom line using social media is to get customers talking about products and services, which usually translates into sales. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Product TOP: AACSB Reflective MSC: BLOOMS Evaluation 9. Malik hopes to use social media to find some new customers for his bicycle shop. Technorati and Tweetdeck would be good tools for this purpose. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Creativity MSC: BLOOMS Application REF: 357 OBJ: 22-3 KEY: CB&E Model Strategy | CB&E Model 10. Most marketers have not yet been able to determine how to measure the benefits of social media. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 357 OBJ: 22-3 KEY: CB&E Model Strategy 11. Monette has posted over 100 book reviews on Amazon.com. She also frequently reviews products and services on Epinions and posts her impressions of local restaurants on Yelp. As a social media user, Monette would best be characterized as a joiner. ANS: F Joiners are those who maintain a social networking profile and visit other sites. Monette would best be characterized as a critic because she posts comments, ratings, and reviews of products and services on blogs and forums. PTS: 1 REF: 358 OBJ: 22-4 Thinking KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB Reflective MSC: BLOOMS Application 12. Research indicates that the number of people who contribute content on social media sites is actually decreasing. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 358 OBJ: 22-4 KEY: CB&E Model Strategy 13. A publicly accessible Web page that serves as an interactive journal is called a tweet. ANS: F A publicly accessible Web page that serves as an interactive journal is called a blog. A tweet is the name given to a post on Twitter. PTS: 1 REF: 357 OBJ: 22-5 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Knowledge 14. Mary is a stay-at-home mom who loves to cook. She shares recipes and cooking tips on her popular blog, What’s Cooking with Mary. Because of her blog’s popularity, many food and cookware companies send her products to try, hoping for a good review. Sometimes Mary even receives money in exchange for a review. Under Federal Trade Commission regulations, Mary is obligated to disclose...
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