MRKT MIDTERM EXAM WITH COMPLETE SOLUTIONS
100% VERIFIED
A fast food company runs a hilarious advertisement during the Super Bowl. Days
afterwards, people are still Facebooking the ad, tweeting it, and blogging about how
great it was. This response is an example of ______ media.
A) earned
B) paid
C) owned
D) social - ANSWER A) earned
Building a brand community:
A) should only be done for a well-known brand.
B) is easier when customers themselves already participate in real world community
activities.
C) requires skilled outside consultants.
D) usually requires a happy accident. - ANSWER B) is easier when customers
themselves already participate in real world community activities.
________ is online media created and controlled by the marketer.
A) Earned media
B) Owned media
C) Paid media
D) All of these are correct. - ANSWER B) Owned media
,SMM metrics are:
A) Answer provided by the respective social networks.
B) easy to integrate into existing metrics platforms.
C) defined uniformly across the board by the IAB.
D) None of these is correct. - ANSWER A) Answer provided by the respective social
networks.
The best way to choose the right metrics for a SMM campaign is to:
A) hire a consultant.
B) have specific, measurable campaign objectives.
C) use the existing metrics platforms.
d) wait and see how the campaign turns out. - ANSWER B) have specific, measurable
campaign objectives.
Why do top managers often refuse to provide budgets for social media marketing?
A) ROI for social media marketing is hard to compute.
B) Even when social media marketing does have a good ROI, it may be hard to prove.
C) Top managers don't believe in the value of social media marketing because they don't
use social media.
D) All of the above - ANSWER D) All of the above
Top managers can more easily be persuaded of the value of social media marketing if:
A) ROI on its expenditures can be established
,B) the top marketing officer is in favor
C) they understand that no negative comments will be permitted on social platforms
D) it is cheaper than other forms of marketing. - ANSWER A) ROI of its spending can be
determined
(T/F) Most of the growth in content consumption comes from mobile devices. - ANSWER
True
(T/F) Most companies compete primarily on the basis of CX. - ANSWER False
(T/F) The evolution of CX is erasing the distinctions between B2C and B2B marketing. -
ANSWER True
(T/F) For nondigital products, the consumer decision process resembles a linear funnel.
- ANSWER False
(T/F) Because the customer journey is so complex, marketers can't respond to customer
behaviors at a granular level. - ANSWER False
(T/F) CX results not from a single event but from all of the interactions with the brand
over time. - ANSWER True
T/F In both B2B and B2C markets, CX is a more durable competitive advantage than
product quality. ANSWER True
T/ F One component of excellent CX is understanding what customers want before they
even know it themselves. ANSWER True
T/ F Most companies succeed at creating excellent CX across many channels. ANSWER
False
, (T/F) In today's competitive scenario, no company can achieve a sustained competitive
advantage without a specific focus on CX. - ANSWER True
J. C. R. Licklider conceived of the internet in 1962, but he didn't envision that:
A) it would be much more value to scientists and other researchers than to the public.
B) it would be much more value to the public than it would be to scientists and other
researchers.
C) its primary value would be the sharing of programs and data, not communication.
D) its primary value would be communication, not the sharing of programs and data. -
ANSWER D) its primary value would be communication, not the sharing of programs and
data.
The number of internet users broke ___ billion in 2015.
A) one
B) two
C) three
D) four - ANSWER C) three
Developing-country citizens who have not yet logged onto the internet will likely do so
via:
A) desktops.
B) laptops.
C) libraries.
D) Mobile phones. - ANSWER D) Mobile phones.
Which of the following ad types is likely to be most effective?
100% VERIFIED
A fast food company runs a hilarious advertisement during the Super Bowl. Days
afterwards, people are still Facebooking the ad, tweeting it, and blogging about how
great it was. This response is an example of ______ media.
A) earned
B) paid
C) owned
D) social - ANSWER A) earned
Building a brand community:
A) should only be done for a well-known brand.
B) is easier when customers themselves already participate in real world community
activities.
C) requires skilled outside consultants.
D) usually requires a happy accident. - ANSWER B) is easier when customers
themselves already participate in real world community activities.
________ is online media created and controlled by the marketer.
A) Earned media
B) Owned media
C) Paid media
D) All of these are correct. - ANSWER B) Owned media
,SMM metrics are:
A) Answer provided by the respective social networks.
B) easy to integrate into existing metrics platforms.
C) defined uniformly across the board by the IAB.
D) None of these is correct. - ANSWER A) Answer provided by the respective social
networks.
The best way to choose the right metrics for a SMM campaign is to:
A) hire a consultant.
B) have specific, measurable campaign objectives.
C) use the existing metrics platforms.
d) wait and see how the campaign turns out. - ANSWER B) have specific, measurable
campaign objectives.
Why do top managers often refuse to provide budgets for social media marketing?
A) ROI for social media marketing is hard to compute.
B) Even when social media marketing does have a good ROI, it may be hard to prove.
C) Top managers don't believe in the value of social media marketing because they don't
use social media.
D) All of the above - ANSWER D) All of the above
Top managers can more easily be persuaded of the value of social media marketing if:
A) ROI on its expenditures can be established
,B) the top marketing officer is in favor
C) they understand that no negative comments will be permitted on social platforms
D) it is cheaper than other forms of marketing. - ANSWER A) ROI of its spending can be
determined
(T/F) Most of the growth in content consumption comes from mobile devices. - ANSWER
True
(T/F) Most companies compete primarily on the basis of CX. - ANSWER False
(T/F) The evolution of CX is erasing the distinctions between B2C and B2B marketing. -
ANSWER True
(T/F) For nondigital products, the consumer decision process resembles a linear funnel.
- ANSWER False
(T/F) Because the customer journey is so complex, marketers can't respond to customer
behaviors at a granular level. - ANSWER False
(T/F) CX results not from a single event but from all of the interactions with the brand
over time. - ANSWER True
T/F In both B2B and B2C markets, CX is a more durable competitive advantage than
product quality. ANSWER True
T/ F One component of excellent CX is understanding what customers want before they
even know it themselves. ANSWER True
T/ F Most companies succeed at creating excellent CX across many channels. ANSWER
False
, (T/F) In today's competitive scenario, no company can achieve a sustained competitive
advantage without a specific focus on CX. - ANSWER True
J. C. R. Licklider conceived of the internet in 1962, but he didn't envision that:
A) it would be much more value to scientists and other researchers than to the public.
B) it would be much more value to the public than it would be to scientists and other
researchers.
C) its primary value would be the sharing of programs and data, not communication.
D) its primary value would be communication, not the sharing of programs and data. -
ANSWER D) its primary value would be communication, not the sharing of programs and
data.
The number of internet users broke ___ billion in 2015.
A) one
B) two
C) three
D) four - ANSWER C) three
Developing-country citizens who have not yet logged onto the internet will likely do so
via:
A) desktops.
B) laptops.
C) libraries.
D) Mobile phones. - ANSWER D) Mobile phones.
Which of the following ad types is likely to be most effective?
