MARKETING 437 FINAL EXAM
QUESTIONS WITH CORRECT
ANSWERS
Influence - Correct Answers -Marketers seek to "influence" consumer decision making.
To achieve this objective digital marketers need to recognize the ease and speed with
which people can share brand experiences, recommendations, and product related
opinions with others, both positive and negative.
Word of Mouth - Correct Answers -Brand and product information individuals transmit to
other individuals. It is viewed as a more trustworthy source of brand and product
information than any other marketing media source. There is also more social pressure
(sometimes) to conform to WOM recommendations compared to traditional forms of
advertising.
Mass Connectors - Correct Answers -A small percentage of opinion leaders in a
category are responsible for most WOM impressions.
Social Bookmarking Sites - Correct Answers -Allows users to save and categorize their
websites on the Internet. Ex: www.delicious.com
Social Media Submission Sites - Correct Answers -Allows users to upload links to digital
community to rate and discuss. Ex: www.digg.com
Forums and Discussion Sites - Correct Answers -Allows users to discuss issues of
interest. Ex: http://groups.google.com
Media Sharing Sites - Correct Answers -Allows users to upload, share, comment on and
discuss originally created image and video content. Ex: www.YouTube.com and
www.flickr.com
Reviews and Rating Sites - Correct Answers -Allows users to upload, share and read
brand and product reviews and ratings offer by the digital community. Ex:
www.epionions.com.
Social Networking Sites - Correct Answers -Typical social media sites, Facebook,
LinkedIn, G+, allows people to connect with others or "friends" with whom you can
share things in all sorts of ways.
, Blogs and Micro - Correct Answers -Blogging Sites: Medium of self expression and
communication. Anyone can now be a publisher! Micro blogs are blogs of 140
characters or less. www.twitter. com
Wikis - Correct Answers -Online collections of web pages open for anyone to create,
edit, discuss, comment on and contribute to. They are the ultimate vehicle of mass
collaboration. www.wikipedia.org
Directed Communication - Correct Answers -Active sharing and interactions between
users
Consumption Communication - Correct Answers -Consuming content is the primary
activity
Bridging Social Capital - Correct Answers -Developing weak-ties and building new
relationships cheaply and easily
Bonding Social Capital - Correct Answers -Building strong ties with family and close
friends offering emotional support and access to scarce resources especially for those
that have difficulty forming social bonds offline.
Maintained Social Capital - Correct Answers -Prior offline relationships can be
maintained online such as when someone moves away and cannot physically maintain
the relationship.
Digital Native - Correct Answers -Born in an era where technology has always existed.
Digital Immigrant - Correct Answers -Someone who was born in an era before a
widespread of technology was adopted on a large scale.
Market - Correct Answers -People or organization with needs or wants and the ability
and willingness to buy.
Market Segment - Correct Answers -A subgroup of people or organizations sharing one
or more characteristics that cause them to have similar product needs.
Market Segmentation - Correct Answers -The process of dividing a market into
meaningful, relatively similar, identifiable segments or groups.
Geographic Segmentation - Correct Answers -is a common strategy when you serve
customers in a particular area, or when your broad target audience has different
preferences based on where they are located. This marketing approach is common for
small businesses that serve a wide demographic customer base in a local or regional
territory.
QUESTIONS WITH CORRECT
ANSWERS
Influence - Correct Answers -Marketers seek to "influence" consumer decision making.
To achieve this objective digital marketers need to recognize the ease and speed with
which people can share brand experiences, recommendations, and product related
opinions with others, both positive and negative.
Word of Mouth - Correct Answers -Brand and product information individuals transmit to
other individuals. It is viewed as a more trustworthy source of brand and product
information than any other marketing media source. There is also more social pressure
(sometimes) to conform to WOM recommendations compared to traditional forms of
advertising.
Mass Connectors - Correct Answers -A small percentage of opinion leaders in a
category are responsible for most WOM impressions.
Social Bookmarking Sites - Correct Answers -Allows users to save and categorize their
websites on the Internet. Ex: www.delicious.com
Social Media Submission Sites - Correct Answers -Allows users to upload links to digital
community to rate and discuss. Ex: www.digg.com
Forums and Discussion Sites - Correct Answers -Allows users to discuss issues of
interest. Ex: http://groups.google.com
Media Sharing Sites - Correct Answers -Allows users to upload, share, comment on and
discuss originally created image and video content. Ex: www.YouTube.com and
www.flickr.com
Reviews and Rating Sites - Correct Answers -Allows users to upload, share and read
brand and product reviews and ratings offer by the digital community. Ex:
www.epionions.com.
Social Networking Sites - Correct Answers -Typical social media sites, Facebook,
LinkedIn, G+, allows people to connect with others or "friends" with whom you can
share things in all sorts of ways.
, Blogs and Micro - Correct Answers -Blogging Sites: Medium of self expression and
communication. Anyone can now be a publisher! Micro blogs are blogs of 140
characters or less. www.twitter. com
Wikis - Correct Answers -Online collections of web pages open for anyone to create,
edit, discuss, comment on and contribute to. They are the ultimate vehicle of mass
collaboration. www.wikipedia.org
Directed Communication - Correct Answers -Active sharing and interactions between
users
Consumption Communication - Correct Answers -Consuming content is the primary
activity
Bridging Social Capital - Correct Answers -Developing weak-ties and building new
relationships cheaply and easily
Bonding Social Capital - Correct Answers -Building strong ties with family and close
friends offering emotional support and access to scarce resources especially for those
that have difficulty forming social bonds offline.
Maintained Social Capital - Correct Answers -Prior offline relationships can be
maintained online such as when someone moves away and cannot physically maintain
the relationship.
Digital Native - Correct Answers -Born in an era where technology has always existed.
Digital Immigrant - Correct Answers -Someone who was born in an era before a
widespread of technology was adopted on a large scale.
Market - Correct Answers -People or organization with needs or wants and the ability
and willingness to buy.
Market Segment - Correct Answers -A subgroup of people or organizations sharing one
or more characteristics that cause them to have similar product needs.
Market Segmentation - Correct Answers -The process of dividing a market into
meaningful, relatively similar, identifiable segments or groups.
Geographic Segmentation - Correct Answers -is a common strategy when you serve
customers in a particular area, or when your broad target audience has different
preferences based on where they are located. This marketing approach is common for
small businesses that serve a wide demographic customer base in a local or regional
territory.
