Marketing Management
Final Exam
Course Introduction
Marketing Management is a comprehensive course that explores the fundamental principles and practices essential for successfully managing marketing activities within organizations. The curriculum covers key concepts such as market analysis, consumer behavior, segmentation, targeting and positioning, product and brand management, pricing strategies, distribution channels, and the development of effective promotional strategies. Emphasis is placed on strategic decision-making processes and contemporary challenges in a dynamic marketplace, utilizing real-world case studies and practical applications to enhance strategic thinking. The course prepares students to create value for customers and organizations through effective marketing planning and execution.
Recommended Textbook
Social Media Marketing A Strategic Approach 1st Edition by Melissa Barker
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15 Chapters
313 Verified Questions
313 Flashcards
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Page 2
Chapter 1: Why Social Media?
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20 Flashcards
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Sample Questions
Q1) Marketing investment in social media is forecast to increase.
A)True
B)False
Answer: True
Q2) Only large corporations have been successful in measuring the return from their social media marketing efforts
A)True
B)False
Answer: False
Q3) Identify two ways that social media marketing differs from traditional marketing.
Answer: 1.Control vs.Contribute: Traditional marketing attempts to control the message,while social media marketing is about engaging users and getting them to contribute to the conversation.
2.Trust Building: Social media marketing is about developing trust with consumers and building relationships with them.
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3
Chapter 2: Goals and Strategies
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19 Flashcards
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Sample Questions
Q1) Which of the following is not a brand building goal?
A) Increase sales of a product or service
B) Increase awareness for a product or service
C) Expand brand loyalty
D) Improve consumer perception about a brand
E) Position a brand
Answer: A
Q2) The most popular uses for social media are brand awareness and building.
A)True
B)False
Answer: True
Q3) A call to action can be defined as
A) The action you want someone to take at each stage of your marketing campaign
B) Lead generation and/or sales
C) The objectives of a social media campaign
D) The process of measuring a social media campaign
E) Brand building
Answer: A
Q4) What is the primary reason why social media marketing efforts fail?
Answer: Poor Planning
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Chapter 3: Identifying Target Audiences
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20 Flashcards
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Sample Questions
Q1) The Persona Development Cycle does not include:
A) Listing the needs of all personas
B) Identifying all personas by role
C) Determining the situational triggers of the persona
D) Mass messaging
E) Developing purpose oriented goals for communication with each persona
Answer: D
Q2) A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary)optimal target audiences.
A)True
B)False
Answer: True
Q3) Why is the Social Technographics Ladder useful?
A) It helps identify what social sites are most useful for a company.
B) It provides a set of persona profiles for a company to reference.
C) It allows a company to identify why people are using social media.
D) It replaces other more time consuming persona development processes.
E) It confirms that social media is used primarily by Generation Y.
Answer: B
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Chapter 4: Rules of Engagement for Social Media
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Sample Questions
Q1) How much people trust you is less important than the overall number of fans and followers you have.
A)True
B)False
Q2) Why is it important to understand the rules of engagement in social media?
A) It helps avoid potentially costly mistakes
B) It identifies what social media channels to avoid.
C) It shows how to grow your social media followers.
D) It makes it easier to engage in interruption marketing.
E) It reduces information costs.
Q3) Why is it important to be conservative when dealing with potentially unethical situations?
A) Not being conservative could have legal ramifications.
B) Potentially detrimental actions can have long term effects.
C) Dealing with the aftermath can be time consuming and distracting.
D) It can get a social media marketer fired.
E) Some software tools are illegal.
Q4) Most people use social media because they are looking for discounts and deals.
A)True
B)False
Page 6
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Chapter 5: Publishing Blogs
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22 Flashcards
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Sample Questions
Q1) What makes the Marriott blog stand out from other corporate blogs?
A) It does not talk about the hotels or hospitality industry.
B) It is not about disseminating press releases.
C) It is updated less frequently than most corporate blogs.
D) It uses ghost writers.
E) It includes exclusive promotions and specials.
Q2) Specialized,niche content is
A) one way to get your audience interested in what you are selling.
B) the best way to build a blog audience.
C) not what most online consumers seek.
D) an example of an unsustainable content strategy.
E) relevant only to smaller businesses.
Q3) The ease of use of creating a website now means that there is a lot of content out there,so much so that it's difficult for even the high quality content to stand out.
A)True
B)False
Q4) What elements should determine the amount of resources dedicated towards monitoring blogs?
Q5) What are the six characteristics that typify a blog?
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Chapter 6: Publishing Podcasts and Webinars
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Sample Questions
Q1) It is important to always include a promotional message or call to action in a webinar.
A)True
B)False
Q2) Podcasts have longer shelf lives than webinars,as they can be accessed long after they have been recorded.
A)True
B)False
Q3) Why should you stick to a specific topic or focus when determining the content for a podcast?
A) It is easier for listeners to locate podcasts in the iTunes store.
B) Being too general means the podcast will compete with radio.
C) Targeting a specific audience means it will likely have more appeal to that segment
D) It sounds more professional.
E) It is better for search engine optimization.
Q4) Webinars require more up-front promotion than podcasts.
A)True
B)False
Q5) What are the three types of podcast formats?
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Chapter 7: Publishing Articles,White Papers and E-Books
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22 Flashcards
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Sample Questions
Q1) White papers are generally intended to
A) Provide post-purchase technical support.
B) Survey a target audience.
C) Help consumers before they make a purchase.
D) Position a brand.
E) Be shared in order to go viral.
Q2) E-books are considered more prestigious than white papers.
A)True
B)False
Q3) Using marketing jargon in a white paper helps it appear more educational and credible.
A)True
B)False
Q4) An article differs from a blog in what way?
A) There is more keyword research needed for a blog post.
B) An article is longer and goes into more detail.
C) Articles have a more prominent sales message.
D) They are the same,only a blog post is posted only on your own website.
E) A blog cannot be formatted as a PDF.
Q5) Identify the 9 steps to writing white papers.
Page 9
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Chapter 8: Sharing Videos
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Sample Questions
Q1) It is easy to creative a video that accomplishes marketing objectives and goes viral.
A)True
B)False
Q2) YouTube only became a leader in online video sharing after it was purchased by Google in 2006.
A)True
B)False
Q3) One way to make video sharing easier is to ensure each video has descriptive keywords,tags and a title.
A)True
B)False
Q4) Why has video sharing increased in popularity?
A) Video sharing websites have proliferated,making it easy to share video.
B) The cost of video equipment has declined.
C) More people have learned to record and edit video
D) Facebook has the biggest share of the video sharing market.
E) It is easier to find someone with video expertise today.
Q5) What is the AEIOU rule for developing video content?
Q6) What are the advantages of marketing with online videos?
Page 10
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Chapter 9: Sharing Photos and Images
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Sample Questions
Q1) Which of the following does not describe a photo sharing site?
A) It lets users upload images.
B) It provides photo organization tools,like albums or galleries.
C) It allows users to comment and rate other photos.
D) It allows users to tag photos with relevant keywords.
E) It lets people buy or license images.
Q2) Typically the most popular images are those that are carefully planned and staged.
A)True
B)False
Q3) One of the challenges faced by the Library of Congress was
A) Creating new and relevant content.
B) Making historical materials easier to find for educational purposes.
C) Managing the licenses of its image library.
D) Measuring the return on investment of its social media efforts.
E) Training its staff to use photo sharing sites.
Q4) Photo sharing sites are a form of social networks.
A)True
B)False
Q5) Explain why photo sharing sites are like social networks.
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Chapter 10: Social Networks
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21 Flashcards
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Sample Questions
Q1) Large social networks are being threatened by niche social networks that cater to specific interests.
A)True
B)False
Q2) Social networks blur the line between business and personal life.
A)True
B)False
Q3) One advantage of a white label social network is that
A) It can be hidden from the competition.
B) It has low costs.
C) It can be customized to suit the needs of a particular audience.
D) It allows a company to monitor its employees.
E) A company can preselect who can access it.
Q4) It is considered a best practice for companies to set up a profile on Facebook.
A)True
B)False
Q5) Discussion boards are an earlier form of social networks.
A)True
B)False
Q6) What are two benefits of marketing with social networks?
Page 12
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Chapter 11: Microblogging
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Sample Questions
Q1) One use of microblogging is to start a discussion or participate in an existing conversation.
A)True
B)False
Q2) What type of tweet category is described as "Look at What I've Been Doing"?
A) Classic tweets
B) Entertainment tweets
C) Question tweets
D) Opinion tweets
E) Picture tweets
Q3) Posting links without descriptions are unlikely to generate responses on Twitter.
A)True
B)False
Q4) The equal ratio strategy describes when one follows lots of other profiles and hope they decide to follow back.
A)True
B)False
Q5) Explain why the classic 'This is What I'm Doing Now' tweet is less effective for a brand or company.
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Chapter 12: Discussion Boards,Social News and Q&A Sites
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Sample Questions
Q1) Q&A sites are the oldest form of social media.
A)True
B)False
Q2) Social news sites are appealing to marketers because they can generate moderate amounts of traffic even for smaller stories or websites.
A)True
B)False
Q3) A Q&A site lets people pose questions and receive answers back from anyone knowledgeable enough to reply.
A)True
B)False
Q4) Which statement is false?
A) Discussion boards are the youngest of the three types of sites discussed in this chapter.
B) Online news readership has overtaken newspaper readership
C) Quora has helped create new interest in Q&A sites
D) News has become more personal and social.
E) Q&A sites provide firms with innovative ways to build brands.
Q5) Explain the six rules of netiquette.
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Chapter 13: Mobile Computing and Location Marketing
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21 Flashcards
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Sample Questions
Q1) One of the challenges a branded mobile social network faces is
A) It needs a strong customer service strategy.
B) It needs to be developed for multiple operating systems.
C) It is difficult for consumers to find.
D) Knowing how much of a brand's audience use smartphones.
E) It is difficult to build personas into an app's functionality.
Q2) Farmville is an example of
A) Social media
B) A branded social network
C) A social network game
D) A location based app
E) A mobile website
Q3) The defining characteristic of a location based social network is
A) The gaming element.
B) Users can share their location with friends.
C) Users can earn badges.
D) Users can receive discounts from brands.
E) That it can only be accessed on a mobile phone.
Q4) Explain the three features based on game mechanics found in most location based social networks.
15
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Chapter 14: Social Media Monitoring
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Sample Questions
Q1) Explain the four steps for measuring social media.
Q2) A benchmark or baseline measurement is important because
A) It helps a brand select KPIs
B) It acts as a starting point and standard to compare progress of strategies
C) It is part of calculation of Net Promoter Score
D) It is the basis for measuring ROI
E) It is an important part of social media monitoring
Q3) Sentiment analysis
A) Is the use of data to identify social media influencers
B) Must be tracked over time in combination with other measurements to provide useful data
C) Is the 'Holy Grail' of qualitative metrics
D) Is actually a quantitative measurement
E) Does not need to be tied to KPIs
Q4) It is important to identify quantitative KPIs based on social media marketing goals. A)True
B)False
Q5) Explain the difference between measurement and evaluation.
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Chapter 15: Social Media Marketing Plan
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Sample Questions
Q1) When presenting a social media marketing plan to management for approval,it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.
A)True
B)False
Q2) Creating a vanity URL for a Facebook page is an example of
A) Measuring
B) Engagement
C) Creating content
D) Tracking
E) Implementing
Q3) A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition.
A)True
B)False
Q4) What are the five metrics identified as necessary for auditing a company's social media presence on social media platforms?
Q5) What are the four guidelines for creating content?
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