Marketing Final Exam

Which describes how the input of many people can be

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Unformatted text preview: c. brainstorming d. d.. closed innovation crowdsourcing ANS: D This is the definition of crowdsourcing, which describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. PTS: 1 REF: 353-354 OBJ: 22-1 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Product | CB&E Model Customer MSC: BLOOMS Knowledge 9. Which of the following is an example of owned media? a. The tweet that Janice—a loyal Thrifty Market customer—sent to her followers b. c. d. about the store’s weekend seafood sale An e-mail sent by Grayson to the manager of Thrifty Market, asking about what types of cheeses the store has in stock The Facebook page created by Thrifty Market to let customers know about daily specials d.. The display advertisement that Thrifty Market purchased on the local newspaper’s Web site The blog “Behind the Counter,” maintained by Kenji, who works in Thrifty Market’s deli department ANS: C Owned media is online content that an organization itself creates and controls. PTS: 1 REF: 354 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 10. Content that a company purchases to be placed online is called: a. owned media b. paid media c. controlled media d. earned media e. broadcast media ANS: B This is the definition of paid media, which is similar to marketing efforts that use traditional media, such as newspaper, magazine, and television advertisements. PTS: 1 REF: 354 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Knowledge 11. One reason why negative customer comments and complaints are important to an organization is that they can: a. b. c. d. e. quickly be hidden from competitors be used in future advertising campaigns help the organization identify “problem” customers, who are then typically removed from mailing lists bring to light unknown brand flaws generate sympathy for the organization when consumers realize that “no one is perfect” ANS: D Negative comments and complaints are of particular importance to an organization because they can illuminate unknown brand flaws and because they are the comments that tend to go viral. PTS: 1 REF: 355 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB Reflective MSC: BLOOMS Analysis 12. Amy and Willis work in the marketing department of a medium-sized clothing retailer. They are interested in keeping track of the number of mentions their brand receives in social space, but they are unsure of which steps to take next. Which of the following resource would best meet their needs? a. A listening platform with key word report capabilities b. An insight platform that offers online focus group solutions c. Web analytics software d. An advanced customer database with predictive application e. A social customer relationship management system ANS...
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