Principles of Marketing
Textbook Exam Questions
Course Introduction
Principles of Marketing introduces students to the fundamental concepts and strategies used by organizations to create, communicate, and deliver value to customers in a dynamic marketplace. The course covers key topics such as market research, consumer behavior, segmentation, targeting, positioning, and the marketing mix (product, price, place, promotion). Through case studies and practical applications, students will learn how marketing decisions are made, examine the impact of digital technologies, and explore ethical and social issues in marketing. By the end of the course, students will have a strong foundation for understanding how effective marketing drives business success and customer satisfaction.
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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Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) Wikipedia is now the go-to encyclopedia source,but Wikipedia is different than traditional encyclopedias.Describe why this is so and reflect on the resulting implications on its users.
Answer: The Web 2.0 evolution enabled Internet users to create,publish,rate,edit,and share information.A single person would not have the resources or knowledge to publish an exhaustive,stellar online source,but a mass of individual experts can.
Q2) The term "co-creators" is used to characterize the say that users have in what producers offer in the marketplace.
A)True
B)False
Answer: True
Q3) Which of the following is a form of paid media?
A) advertising
B) word-of-mouth communication
C) company blog
D) company website
E) publicity
Answer: A
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3
Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) Most companies are in the strategic phase of the social media marketing maturity life cycle.
A)True
B)False
Answer: False
Q2) Best Buy uses the ________ model: Everyone in the organization has a role in social media.Any employee can sign up to respond to customer queries on Twitter.
A) centralized structure
B) distributed structure
C) combination structure
D) propagation structure
E) experience structure
Answer: B
Q3) Share of voice is the percentage of positive responses a company collects on a social media site,such as Facebook.
A)True
B)False
Answer: False
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Chapter 3: Social Consumers
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Sample Questions
Q1) A handle that describes something about you in shorthand as you try to build a following is known as a:
A) social footprint.
B) digital primacy.
C) digital brand name.
D) lifestream.
E) social media touchpoint.
Answer: C
Q2) The 80/20 rule is typically associated with ________ segmentation.
A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral
Answer: E
Q3) The need for contact immediacy is a key factor in creating social media addiction. A)True
B)False
Answer: True
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Page 5
Chapter 4: Digital Communities
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Sample Questions
Q1) If a social media site starts to lose visitors it resembles a deserted mining town in The Old West-empty saloons,banks,and stores with (digital)tumbleweed blowing across the streets.This is related to the online community characteristic of ________.
A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation
Q2) Facebook is an example of an online community that has figured out how to improve on the online community characteristic of ________; that is,members can post status updates,make comments,upload photos,share notes and links,play social games,answer quizzes,decorate their profiles,upload videos,and create events.
A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation
Q3) Reflect on why norms are necessary in virtual communities.
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6
Chapter 5: Social Communities
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Sample Questions
Q1) Reflect on what brands provide (or not provide)you with a return on emotion.
Q2) User content is organic when its creation is incentivized or guided by the brand itself.
A)True
B)False
Q3) ________ let people share content where they wish,even on their own distribution networks.
A) Embed codes
B) Social ads
C) Skins
D) Response devices
E) Identity reflectors
Q4) ________ occurs when a user is unable to transfer social contacts and content from one social network to another.
A) Social lock in
B) Message internalization
C) Social interaction
D) Statuscasting
E) Stickiness
Q5) Do you experience social networking fatigue?
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Chapter 6: Social Publishing
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Sample Questions
Q1) In a linkwheel,the ________ are considered the "hubs."
A) targeted pages
B) links pages
C) brands
D) search engines
E) consumers
Q2) A resource hook:
A) refers to content written with the intent to be helpful to the target audience.
B) refutes some accepted belief.
C) is designed to show that the content will entertain.
D) promises something for free.
E) offers a claim about something of interest.
Q3) Which of the following would NOT be a component of an off-site social media optimization tactic?
A) social news
B) RSS feed
C) microblog posts
D) social media press releases
E) social bookmarking
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Page 8
Chapter 7: Social Entertainment
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Sample Questions
Q1) Lisa thinks of all the reasons why Coca-Cola's advertising messages in a game don't apply to her.Lisa is counterarguing in this example.
A)True B)False
Q2) Gary starts to accept the beliefs of a sergeant in the Call of Duty game.Gary is starting to adopt internalization with this game.
A)True B)False
Q3) World of Warcraft is an example of an alternate reality game.
A)True B)False
Q4) An example of a milieu is Microsoft's Xbox 360.
A)True B)False
Q5) 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
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Chapter 8: Social Commerce
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Sample Questions
Q1) When you choose a birthday present for someone for whom you wouldn't normally buy a present because they gave you a gift on your birthday,________ is at work here.
A) social proof
B) authority
C) affinity
D) scarcity
E) consistency
Q2) ________ is a state of psychological discomfort caused when things we know or do contradict one another.
A) Bounded rationality
B) Cognitive dissonance
C) Susceptibility
D) Scarcity
E) Cognitive bias
Q3) All cultures encourage conformity to the same degree.
A)True
B)False
Q4) What products have you (or your friends or family)bought due to the influence tactic of reciprocity?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) Reflect on the ethics of collecting,analyzing,and reporting social media monitoring research.Include in your answer the concept of and issues surrounding informed consent.
Q2) All of the following are recommendations for good use of netnography EXCEPT:
A) Never disclose the researcher's intent.
B) Ensure that members feel their behaviors have been accurately interpreted.
C) Classify material as off topic or on topic.
D) Select online communities that appear to have detailed posts.
E) Keep a journal of observations and reflections about the data analysis process.
Q3) Social media research:
A) is only secondary in nature.
B) is only primary in nature.
C) can only be secondary or primary in nature, but not both.
D) can be both secondary and primary in nature.
E) is neither secondary nor primary in nature.
Q4) It is relatively easy to track the mentions and listen to online conversations related to Starbucks.
A)True
B)False
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Chapter 10: Social Media Metrics
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Q1) ________ can include lagged measurements that control for time order of events taking place online.
A) The return on investment model
B) The return of impressions model
C) The return on social media impact model
D) The return on target influence model
E) The return on earned media model
Q2) The return on earned media model requires the statistical technique of advanced multiple regression analysis to analyze variables that may affect sales.
A)True
B)False
Q3) Objectives must be ________ before we can identify key performance indicators.
A) sentimental
B) supported
C) well-defined
D) time-sensitive
E) standardized
Q4) What are some examples of measurements you can come up with for a site's stickiness?
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