Contemporary Marketing Strategies
Final Test Solutions
Course Introduction
Contemporary Marketing Strategies explores the modern tools, principles, and challenges guiding organizations in todays dynamic marketplace. This course examines the latest trends in digital marketing, consumer behavior, branding, and the integration of traditional and new media. Through case studies and practical applications, students learn how businesses develop competitive advantage by adapting to shifting market forces, harnessing data analytics, and leveraging social media platforms. By the end, students will be equipped to design, implement, and evaluate effective marketing strategies that respond to rapidly changing consumer expectations and technological advancements.
Recommended Textbook
Social Media Marketing 1st Edition by
Tracy L. Tuten
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10 Chapters
1001 Verified Questions
1001 Flashcards
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Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) The ________ includes esteem in its measure of the value that people exchange.
A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta
Answer: C
Q2) Which of the following marketing objectives are achievable utilizing social media marketing techniques?
A) branding only
B) marketing research only
C) customer service and branding
D) relationship management and marketing research
E) branding, marketing research, customer service, and relationship management
Answer: E
Q3) iTunes is categorized as a virtual world.
A)True
B)False
Answer: False
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Page 3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Which one of the following statements is TRUE?
A) Most marketers currently use social media marketing tactics with a high level of maturity.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are very few marketers that use social media marketing tactics in the trial phase.
D) There are many marketers that use social media marketing tactics in the trial phase.
E) There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.
Answer: D
Q2) Give three examples of basic marketing objectives that social media marketers pursue.
Answer: Examples listed in the chapter include: increase brand awareness; improve brand or product reputation; increase website traffic; amplify or augment public relations work; improve search engine rankings; improve perceived customer service quality; generate sales leads; reduce customer acquisition and support costs; increase sales/sales revenue.
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Chapter 3: Social Consumers
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Sample Questions
Q1) The ongoing record of your digital life is your:
A) digital identity.
B) lifestream.
C) social footprint.
D) digital brand name.
E) digital primacy.
Answer: B
Q2) Demographic segmentation approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.
A)True
B)False
Answer: False
Q3) Successive innovative products are typically simple.
A)True
B)False
Answer: True
Q4) The Pareto Principle is consistent with the 80/20 rule.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Digital Communities
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Sample Questions
Q1) ________ is the extent to which an object can be shared in social media.
A) Momentum effect
B) Object sociality
C) Reputational capital
D) Legitimate power
E) Media multiplexity
Q2) A(n)________ refers to a view or an exposure to an advertising message.
A) norm
B) meetup
C) momentum effect
D) impression
E) presence
Q3) ________ is product information individuals transmit to other individuals.
A) Reputational capital
B) Object sociality
C) Flaming
D) Social proof
E) Word of mouth
Q4) Reflect on the unique challenges that various forms of cyberbullying present.
Q5) Reflect on why most online communities are democratic.
Page 6
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Chapter 5: Social Communities
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Sample Questions
Q1) Have you experienced message internalization regarding any brands? Explain why and the process leading up to the experience.
Q2) Are you a member of a fandom? Explain why or why not.
Q3) Fans of Glee may feel that the program reflects an important aspect of their own life,perhaps related to involvement in the performing arts,a sense of being a misfit,or nostalgia surrounding the challenging days of high school.This is an example of the fandom characteristic of ________.
A) emotional engagement
B) self-identification
C) cultural competence
D) auxiliary consumption
E) production
Q4) An example of ________ is when a user's FourSquare checkins feed directly to Twitter and Facebook.
A) rich media
B) friendvertising
C) ongoing sharing
D) identity reflectors
E) message internalization
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Chapter 6: Social Publishing
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Sample Questions
Q1) Doritos invited consumers to create advertisements (i.e.,"homemade")to be aired during Super Bowl XLIV.Such is an example of ________ advertising.
A) pillar
B) editorial
C) urban
D) golden
E) citizen
Q2) Certain site characteristics that the search bots and the engine index are called
A) trackbacks
B) on-site indicators
C) algorithms
D) off-site indicators
E) AdWords
Q3) When you contribute content for the chance to win a contest,your content is labeled as "organic."
A)True
B)False
Q4) How are urban legends facilitated by social media?
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Chapter 7: Social Entertainment
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Sample Questions
Q1) Milieu describes the ________ nature of the game.
A) social
B) tactile
C) visual
D) auditory
E) abstract
Q2) Only a small percentage of American households today play computer and video games.
A)True
B)False
Q3) Are you more inclined to be an active participant,a lurker,or a rubbernecker when it comes to ARGs? Explain your answer.
Q4) The pairing of the conservative clothing chain Talbot's and a Lady Gaga game (a flamboyant and creative dresser)would be an example of a congruent linkage for the transference effect to occur.
A)True
B)False
Q5) Sony's PlayStation3 is an example of a platform.
A)True
B)False
Page 9
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Chapter 8: Social Commerce
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Sample Questions
Q1) Shopping is not really considered a social activity at its heart.
A)True
B)False
Q2) We act under the influence of ________ when we choose a product due to the thought of being restricted from having it.
A) social proof
B) authority
C) affinity
D) scarcity
E) consistency
Q3) Which of the following social commerce approach characteristics is labeled as infectiousness?
A) Acknowledge opinions that were invited, incentivized, or facilitated by the brand.
B) Enable consumers to rate the value of opinions offered on the site.
C) Make it easy for users to share reviews on blogs and social networking platforms.
D) Acknowledge the value of the opinions customers offer.
E) Encourage consumers to contribute posts.
Q4) Why should retailers welcome negative reviews?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) In a social media research study on Facebook use,adolescents at the beginning of the study were told by the researcher about the study's potential benefits to governmental policies and then asked if they wished to take part in it.The researcher in this example operated under the policy of ________.
A) informed consent
B) nonresponse bias
C) opinion mining
D) spam
E) verbatims
Q2) Which of the following is the primary unit of analysis for content analysis?
A) the interview
B) the headline
C) the tweet
D) the word
E) the sentiment
Q3) Content analysis uses a top-down approach.
A)True
B)False
Q4) How is netnography research different than straightforward social media monitoring research?
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) ________ allows a marketer to compare its performance on some dimension to other things,such as how competitors are doing or how its own efforts fluctuate over time.
A) BVI
B) ROI
C) A baseline metric
D) AEV
E) A measurement map
Q2) If the BVI:
A) is under 1, the blog brings a profit.
B) is greater than 1, the blog costs money.
C) is under 1, the blog costs money.
D) is equal to 1, the blog costs money.
E) is equal to 1, the blog brings a profit.
Q3) If social media are being used as a customer service venue,service-oriented results is an example of what will be identified in the first step of the DATA process.
A)True
B)False
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