Strategic Marketing
Test Questions
Course Introduction
Strategic Marketing is a course designed to equip students with the skills and knowledge necessary to analyze complex market environments, develop marketing strategies, and make informed decisions to achieve organizational objectives. The course covers key topics such as market segmentation, targeting, positioning, competitive analysis, value proposition development, and strategic brand management. Through case studies, practical exercises, and the application of established frameworks, students learn to align marketing initiatives with broader business goals, manage resources effectively, and adapt to rapidly changing market conditions. By the end of the course, students will be able to create and implement comprehensive marketing strategies that drive competitive advantage and growth.
Recommended Textbook
Social Media Marketing 1st Edition by
Tracy L. Tuten
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Page 2
Chapter 1: The Horizontal Revolution
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Sample Questions
Q1) The process social media users undergo to categorize content according to their own folksonomy is labeled as ________.
A) crowdsourcing
B) tagging
C) cloud computing
D) blogging
E) microsharing
Answer: B
Q2) Network effects enable organizations to leverage the value of crowdsourcing.
A)True
B)False
Answer: True
Q3) Facebook defines itself as a social utility,spanning all zones of social media.
A)True
B)False
Answer: True
Q4) Wikipedia is a form of crowdsourcing.
A)True
B)False
Answer: True
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Chapter 2: Strategic Planning With Social Media
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Sample Questions
Q1) The social media mix is composed of:
A) advertising, consumer promotion, personal selling, and public relations.
B) direct marketing, word-of-mouth promotion, telemarketing, and infomercials.
C) social communities, social publishing, social entertainment, and social commerce.
D) product, price, promotion, and place.
E) the traditional marketing mix plus the target market.
Answer: C
Q2) The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.
A) activation tool
B) hashtag
C) creative asset
D) social persona
E) stunt
Answer: C
Q3) Give an example of a love mark that has personal relevance to you.
Answer: A love mark is a brand that commands passionate loyalty from its target market.
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Page 4
Chapter 3: Social Consumers
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Sample Questions
Q1) "Creators" create ________.
A) content
B) social media sites
C) sales promotions
D) RSS feeds
E) permission emails
Answer: A
Q2) ________ should aid local businesses who can use the technology to target specific people based on physical presence.
A) RSS feed technology
B) Roving nodes technology
C) GPS technology
D) Lifestream aggregation
E) Digital mobility
Answer: C
Q3) The Pareto Principle is consistent with the 80/20 rule.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Digital Communities
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Sample Questions
Q1) When the TV show The Apprentice caught fire a few years ago,its trademark term "You're fired!" made the rounds very quickly.This trademark term can be labeled as a
A) maven
B) meme
C) norm
D) node
E) homophily
Q2) On Flickr users participate because they want to share photos.These images are the objects that give meaning to the platform and motivate people to visit.Which of the following provides the framework for explaining the function of photos in activating relationships and mediating interactions between people on Flickr?
A) media democratization
B) six degrees of separation
C) small-world network
D) two-step flow model of influence
E) social object theory
Q3) Reflect on opinion leaders that you personally know and why they are valuable.
Q4) Reflect on why norms are necessary in virtual communities.
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Chapter 5: Social Communities
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Sample Questions
Q1) An influence post:
A) contains ad creative (image and text), along with an option to encourage the viewer to engage with the brand.
B) includes ad creative, an engagement device, and personalized referral content from people in the viewer's network.
C) is shared on a person's activity stream following a brand interaction.
D) motivates the receiver to get involved with the message and help to spread it to others.
E) occurs when an opinion leader publishes brand-relevant content, such as a blog post in social media.
Q2) Which of the following companies does the chapter say uses an open source model?
A) Google
B) Apple
C) Microsoft
D) Sony
E) Nike
Q3) Have you experienced message internalization regarding any brands? Explain why and the process leading up to the experience.
Q4) Reflect on the usefulness of an internal social network for a company.
Page 7
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Chapter 6: Social Publishing
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Sample Questions
Q1) Which of the following types of content is considered to be seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time.
A) flagship content
B) reposted content
C) filler content
D) retweeted content
E) secondhand content
Q2) Ensuring that a company's own sites link to each other in sequence and then back to the original site is known as ________.
A) stuffing
B) cloaking
C) indexing
D) hooking
E) three-way linking
Q3) An example of a commercial message is the editorial page of a newspaper.
A)True
B)False
Q4) Explain how the power of social media facilitates cultural co-creation.
Q5) How are urban legends facilitated by social media?
Page 8
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Chapter 7: Social Entertainment
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Sample Questions
Q1) The forward story of an ARG is:
A) an invisible line separating the players from the puppet masters.
B) a clue or site that initiates the game.
C) a reference index of the game including relevant sites, puzzles, ingame characters, and other information.
D) a pre-game context.
E) a plan for how the story will continue, which can be used to foreshadow for future game play.
Q2) A billboard for Nike appears in the game you are playing.This is an example of a(n)________.
A) display ad
B) achievement badge
C) dark ad
D) transactional ad
E) product placement
Q3) Reflect on your opinion about the various types of product placements.
Q4) Epic Goal,a live-action soccer game,is categorized as a strategy game.
A)True
B)False
Q5) What are the key differences between casual and core games?
Page 9
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Chapter 8: Social Commerce
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Sample Questions
Q1) To conform means to:
A) expend just enough effort to make a decision that's acceptable, but not necessarily the one that's "best."
B) peel off just enough information to make a choice.
C) change beliefs or actions as a reaction to real or imagined group pressure.
D) repay debts and favors.
E) jump on the bandwagon.
Q2) Gamblers that try to convince themselves that they bet only due to "intellectual curiosity" rather than for the thrill of betting are driven to do so by their ________.
A) bounded rationality
B) cognitive dissonance
C) susceptibility
D) scarcity
E) cognitive bias
Q3) Reviews can enhance the effectiveness of offline promotional strategies.
A)True
B)False
Q4) Reflect on the various benefits social commerce offers to marketers.
Q5) Why should retailers welcome negative reviews?
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Chapter 9: Social Media for Consumer Insight
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Sample Questions
Q1) A social media research study sets out to determine the attitudes and characteristics of Sony Playstation gamers,so the researchers select the members of the gaming sites of GamesForum and Gaming Bay to define Sony Playstation gamers.However,not all gamers connected to these two listed sites actively and consistently participate,thus creating the potential for the study to exhibit ________.
A) the echo effect
B) sampling error
C) nonresponse bias
D) coverage error
E) informed consent
Q2) ________ is an approach used to identify the presence of concepts and themes within qualitative data sets.
A) Text mining
B) Content analysis
C) Sentiment analysis
D) Opinion mining
E) Netnography
Q3) Reflect on why listening to social media conversations is beneficial for CRM tactics?
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Chapter 10: Social Media Metrics
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Sample Questions
Q1) The following is an example of a SMART objective: "We will promote our new Facebook page in print advertisements we will place in the June issues of Rolling Stone,Sports Illustrated,and Maxim.On July 15,we will count the number of Facebook users who 'like' our brand and compare sales to the same period last year."
A)True
B)False
Q2) The cost to reach people in the target audience is an example of a return metric.
A)True
B)False
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
Q4) It can be a challenge to identify how many unique blog readers one has.
A)True
B)False
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Page 12