Contemporary Issues in Marketing
Exam Materials
Course Introduction
This course explores the dynamic landscape of modern marketing by examining current trends, challenges, and opportunities faced by marketers in a rapidly changing global environment. Students will analyze topics such as digital transformation, consumer behavior shifts, ethical considerations, sustainability, data-driven decision-making, and the impact of emerging technologies like artificial intelligence and social media. Through case studies, discussions, and practical projects, participants will develop critical thinking skills and gain a deeper understanding of how contemporary issues shape marketing strategies and influence organizational success.
Recommended Textbook
Social Media Marketing 2nd Edition by
Tracy L. Tuten
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10 Chapters
500 Verified Questions
500 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Which of the following completes the sentence,'______ refers to the process social media users undergo to categorize content according to their own folksonomy'?
A)Crowdsourcing
B)Tagging
C)Cloud computing
D)Blogging
E)Sharing
Answer: B
Q2) Which model's goal is to attract an audience's attention and then stop the program to deliver a commercial message?
A)Search engine marketing.
B)Social entertainment.
C)The interruption-disruption model.
D)The horizontal revolution.
E)Cloud computing.
Answer: C
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3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Which of the following terms may involve humanizing the brand,showing a vulnerability to the customer and working as a steward to customer service,or providing a value to the customer?
A)Social persona.
B)Ideation.
C)Share of voice.
D)Prototypes.
E)Concepting.
Answer: A
Q2) Which of the following completes the sentence,'The target audience's ________ will include the market's social activities and styles,such as their level of social media participation,the channels they utilize and the communities in which they are active,and their behavior in social communities'?
A)demographics
B)social profile
C)social media lifestyle
D)geodemographics
E)psychographics
Answer: B
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Chapter 3: Social Consumers
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Sample Questions
Q1) What type of impulse led nearly five million Twitter users to follow Ashton Kutcher's daily tweets?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.
Answer: D
Q2) Digital technology has always existed for which group of people?
A)Digital immigrants.
B)Digital natives.
C)Desktop veterans.
D)Drifting surfers.
E)Lifestream aggregators.
Answer: B
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Page 5
Chapter 6: Social Publishing
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Sample Questions
Q1) A social media press release should have all of the following in addition to the typical press release content save which one?
A)Optimized title.
B)RSS feed options.
C)Good keywords and tags.
D)Content that cannot be shared.
E)Links to the main site landing page.
Q2) Which of the following best describes an urban legend?
A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.
Q3) What does link juice describe?
A)Link quality.
B)A site's members.
C)Link quantity.
D)A site's content.
E)A site's brand equity.
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Chapter 4: Digital Communities
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Sample Questions
Q1) Which of the following represents the mathematical model for which the principal of six degrees of separation was born?
A)Media democratization.
B)Vertical network.
C)Small-world network.
D)Two-step flow model of influence.
E)Social object theory.
Q2) Which of the following characteristics does not describe an influencer?
A)Disconnected.
B)Activist.
C)Active mind.
D)Trendsetter.
E)Impact.
Q3) Which 90% of social media users just observe what's on the site,so don't add a lot of value?
A)Lurkers.
B)Connectors.
C)Democrats.
D)Contributors.
E)Low level participants.
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Chapter 5: Social Communities
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Sample
Questions
Q1) Scandal fans associate themselves as Gladiators and feel a sense of belonging with other Gladiators.Which fandom characteristic is this an example of?
A)Emotional engagement.
B)Self-identification.
C)Cultural competence.
D)Auxiliary consumption.
E)Production.
Q2) Which of the following does not represent a way in which social networking sites vary?
A)Audience of specialization.
B)The social objects that mediate the relationships among members.
C)Degree of decentralization.
D)Degree of specialization.
E)Network structure.
Q3) Which of the following companies uses an open source model?
A)Google.
B)Apple.
C)Microsoft.
D)Sony.
E)Nike.
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Chapter 7: Social Entertainment
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Sample Questions
Q1) Brands can create owned vehicles of social entertainment by creating which type of content?
A)Curated.
B)Owned.
C)Branded.
D)Bought.
E)Published.
Q2) How is social publishing most akin to traditional media?
A)Anyone can publish content in online channels.
B)News organizations can publish content in online channels.
C)Individuals can publish content in online channels.
D)Brands can publish content in online channels.
E)All of the above.
Q3) Which of the following describes the nature of the game,such as fantasy,horror and retro?
A)Milieu.
B)Tactic.
C)Mode.
D)Theme.
E)Genre.
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Chapter 8: Social Commerce
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Sample Questions
Q1) Which of the following enables shoppers to show products by most popular,most viewed,most favorite,or most commented?
A)Recommendation indicators.
B)Share tools.
C)Testimonials.
D)Pick lists.
E)Popularity filters.
Q2) Wanelo enables users to share products they 'want,need,love',which are linked to the product's page on the retailer's website,enabling conversion from browsing to truly buying.This is an example of which of the following social commerce applications?
A)Social shopping portal.
B)Social media storefront.
C)'Shop Together' tool.
D)A group buy tool.
E)'Ask Your Network' tool.
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) The research design includes which of the following?
A)Decisions on the study approach.
B)The sampling plan to be used.
C)Procedures for data collection.
D)Data analysis decisions.
E)All of the above.
Q2) When a researcher conducts a study of Xbox gamers by reflecting on their characteristics in chat rooms,what type of research is most likely being employed?
A)Survey research.
B)Focus group research.
C)Experimental research.
D)Sentiment research.
E)Netnography research.
Q3) Social media research can include which of the following?
A)Primary research.
B)Secondary research.
C)Industry research.
D)Both primary and secondary research.
E)Neither primary nor secondary research.
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Page 11
Chapter 10: Social Media Metrics
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Sample Questions
Q1) Using both forms provides the hard numbers that CFOs (chief financial officers)require to fund investments in social media strategy while also valuing the soft benefits of social media such as stories,buzz,and image.This is an example of which of the following?
A)Activity metrics.
B)Viewthroughs.
C)Return metrics.
D)Clickthroughs.
E)Interaction metrics.
Q2) Which of the following best describes the return on impressions model?
A)Demonstrates how many 'opportunities to see' for the target audience were generated by the social media tactics.
B)Tracks coverage across media and in different markets against sales over time.
C)Relies upon survey data to assess the effectiveness of social media marketing.
D)Measures effective resource utilization.
E)Captures how effective a company is at using capital to generate profits.
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