Marketing Final Exam

With some old high school friends which of the

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Unformatted text preview: ite to stay in touch with her son, who is away at college. She also hopes to make contact with some old high school friends. Which of the following is Marla most likely to use for this purpose? a. MySpace b. YouTube c. Facebook d. Bebo e. Flickr ANS: C The largest area of growth in new profiles on Facebook is the baby boomer segment, who use it as a way to connect with old friends and keep up with family. Other social networks, like MySpace and Bebo, offer alternative networks to other demographics. YouTube and Flickr are media sharing sites, not social network sites. PTS: 1 REF: 352 OBJ: 22-1 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application 4. Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah MOST likely to use to share his photos? a. Twitter b. Google c. Bebo d. Flickr e. Groupon ANS: D Flickr is a popular photo sharing site, where millions of people upload new photos daily. PTS: 1 REF: 352 OBJ: 22-1 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application 5. Groupon.com offers discounts on products and services in specific cities. The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it. Groupon would BEST be described as a: a. media sharing site b. microblog c. social networking site d. virtual world e. social commerce site ANS: E Social commerce is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist the online buying and selling of products and services. PTS: 1 REF: 353 OBJ: 22-1 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 6. More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in: a. b. c. d. search marketing display advertising mobile marketing social media e. e-mail marketing ANS: A Most spending in this area will go to search marketing (almost doubling by 2014), but substantial investments will also be made in mobile marketing and social media. PTS: 1 REF: 353 OBJ: 22-1 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity Comprehension TOP: AACSB Reflective MSC: BLOOMS 7. Because of the influence of social marketing, the interaction between producer and consumer has become LESS focused on: a. b. c. d. e. engaging listening understanding entertaining influencing ANS: D Because of social media, the interaction between producer and consumer has become less about entertaining and more about listening, influencing, and engaging. PTS: 1 REF: 353 OBJ: 22-1 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Creativity | CB&E Model Customer MSC: BLOOMS Comprehension 8. Using consumers to develop and market product is called: a. crowdfunding b. co-creation...
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