Question 1

Ephraim is watching a YouTube video about how to restore antique furniture. The creator of the video recommends a brand of milk paint and includes a link in the details. Ephraim goes to the website and starts browsing. He notices the website has a blog that talks about all the different ways to use milk paint. One post recommends using a special type of brush that will allow the paint to spread evenly on the surface. The word "brush" is hyperlinked. Ephraim interacts with it and he's taken to a retail site associated with the milk paint brand. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.

Accepted Answer

A)   bounce rate
B)   dashboard
C)   sentiment analysis
D)   click path
E)   conversion rateF) A) and E)
G) A) and D) D

Question 2

Esurance has a series of TV commercials that feature the actor Dennis Quaid as its spokesperson. This is an example of

Accepted Answer

A)   guerrilla marketing.
B)   demonstration.
C)   event marketing.
D)   buzz marketing.
E)   viral marketing.F) A) and E)
G) A) and D)

Question 3

Marketers have developed a viral campaign to try and generate chatter about its new product, hoping that the chatter will help to increase sales. This tactic integrates the ________ element of the marketing mix.

Accepted Answer

A)   product
B)   place
C)   promotion
D)   price
E)   packagingF) A) and D)
G) C) and D)

Question 4

Firms need to pick one type of mobile application for their mobile marketing campaign.

Accepted Answer

A) True 
 B)False

Question 5

If a salesperson wants to induce a customer to buy a product, which goal of promotion would be focused on?

Accepted Answer

A)   reminding
B)   persuading
C)   illustrating
D)   informing
E)   influencingF) All of the above
G) B) and E)

Question 6

Walter's ad on the Internet is shown when people visit websites with related content. If Walter wants to know how often his ad appears, he should find out the ad's

Accepted Answer

A)   cost.
B)   continuity.
C)   frequency.
D)   reach.
E)   impact.F) C) and E)
G) B) and D)

Question 7

WhatsApp, a free messaging and voice service, allows users to send text messages, voice messages, make audio or video calls, and share images, documents, locations, and other media is an example of

Accepted Answer

A)   social marketing only.
B)   mobile marketing only.
C)   both social and mobile marketing.
D)   traditional marketing.
E)   campaign marketing.F) B) and C)
G) A) and B)

Question 8

Which isnot an example of a social media platform?

Accepted Answer

A)   Starbuck's Twitter page
B)   Starbuck's free public Wi-Fi
C)   Starbuck's Facebook page
D)   Starbuck's Instagram page
E)   Starbuck's Pinterest pageF) B) and C)
G) A) and E)

Question 9

To establish an online presence and increase sales, Flashy Fashion has decided to set up a website to sell its products. In addition, it plans to use Google AdWords to place ads in user's search results. Flashy Fashion's website represents ________ media, while the online marketing channel, Google AdWords, represents ________ media.

Accepted Answer

A)   primary; secondary
B)   owned; earned
C)   earned; paid
D)   primary; paid
E)   owned; paidF) B) and D)
G) B) and C)

Question 10

Alberta has been working in the sales field for almost 10 years. She enjoys learning about potential customers and their problems. She then shares how her product will help them solve their problems in the hopes they will want to buy from her. Alberta most likely works in

Accepted Answer

A)   order processing.
B)   advocacy marketing.
C)   sales support.
D)   problem prospecting.
E)   creative selling.F) B) and C)
G) A) and E)

Question 11

To meet the goals of a social media campaign, certain actions, or ________, need to be taken to create results and achieve the goals.

Accepted Answer

A)   expectations
B)   deliverables
C)   promotions
D)   determinations
E)   objectivesF) B) and D)
G) All of the above

Question 12

MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in

Accepted Answer

A)   order processing.
B)   public relations.
C)   creative selling.
D)   viral marketing.
E)   sales support.F) B) and D)
G) A) and E) E

Question 13

Which of the following options would best be described as part of a pull promotional strategy?

Accepted Answer

A)   an advertising campaign for a new product and its features presented to consumers via television
B)   an interview between a reporter and the company president regarding their community volunteerism
C)   a salesperson conducting a product demo for the owners of a retail store in the hopes they will agree to sell his company's products
D)   a rebate program for customers who purchase a specific product during a weekend sale
E)   a radio advertisement designed to ensure customers remember the benefits of the company's productF) A) and C)
G) B) and D)

Question 14

Brady works at a large company that has an international sales force, and his job is to help the reps when they need help to facilitate the sale. Which task of personal selling does Brady provide?

Accepted Answer

A)   creative selling
B)   order taking
C)   order processing
D)   sales support
E)   face-to-face sellingF) A) and B)
G) A) and C)

Question 15

The CEO at Quad Switches is excited about the company's new product. He suggests that the marketing team run advertisements in major newspapers around the country during the coming weeks. The marketing specialist isn't sure that is the right approach and wants to share one of the disadvantages tied to using a newspaper for advertising. Which of the following options would most likely help the marketing specialist with her argument?

Accepted Answer

A)   extended message life
B)   delivery delays
C)   no visuals
D)   limited color options
E)   too expensiveF) C) and E)
G) A) and D)

Question 16

All of the following are examples of a social media marketing goalexcept

Accepted Answer

A)   generating website traffic.
B)   increasing sales.
C)   targeting new customers.
D)   enhancing customer relations.
E)   growing market share.F) C) and E)
G) A) and C)

Question 17

Sunil clips coupons he finds in the Sunday paper each week prior to heading to the supermarket to do his grocery shopping. These coupons can be best described as a form of

Accepted Answer

A)   reminding.
B)   sales promotion.
C)   advertising.
D)   informing.
E)   personal selling.F) A) and B)
G) A) and C) B

Question 18

Which isnot an example of a social media campaign?

Accepted Answer

A)   A car company uses Facebook advertising to create brand awareness.
B)   A restaurant chain urges diners to post pictures of their favorite dishes on Instagram.
C)   Apple encourages its iPhone users to post their pictures with the hashtag "#shotOniPhone."
D)   A local department store runs a series of 30-second ads on television.
E)   A clothing brand launches a search for the "Most Fashionable Professional" on LinkedIn.F) A) and B)
G) C) and D)

Question 19

An example of a digital buyer who is engaged in product-focused shopping is someone who

Accepted Answer

A)   repurchased toothpaste from Amazon.
B)   looks at guitars on eBay while waiting for an appointment.
C)   searches for the best deal on a pair of winter boots.
D)   checks out the specifications of different microwave ovens.
E)   is trying to locate the cheapest place to buy groceries.F) A) and D)
G) All of the above

Question 20

When Donna sold cellular phones in the early 1990s, she knew that her customers didn't know very much about them, so she spent time explaining how they worked and how they might benefit the user. Which goal of promotion is Donna demonstrating?

Accepted Answer

A)   reminding
B)   persuading
C)   illustrating
D)   informing
E)   influencingF) A) and D)
G) B) and E)

Exam 14: Products

Correct Answer
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D

Esurance has a series of TV commercials that feature the actor Dennis Quaid as its spokesperson. This is an example of

Correct Answer
verified

Marketers have developed a viral campaign to try and generate chatter about its new product, hoping that the chatter will help to increase sales. This tactic integrates the ________ element of the marketing mix.

Correct Answer
verified

Firms need to pick one type of mobile application for their mobile marketing campaign.

Correct Answer
verified

If a salesperson wants to induce a customer to buy a product, which goal of promotion would be focused on?

Correct Answer
verified

Walter's ad on the Internet is shown when people visit websites with related content. If Walter wants to know how often his ad appears, he should find out the ad's

Correct Answer
verified

WhatsApp, a free messaging and voice service, allows users to send text messages, voice messages, make audio or video calls, and share images, documents, locations, and other media is an example of

Correct Answer
verified

Which isnot an example of a social media platform?

Correct Answer
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Correct Answer
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Alberta has been working in the sales field for almost 10 years. She enjoys learning about potential customers and their problems. She then shares how her product will help them solve their problems in the hopes they will want to buy from her. Alberta most likely works in

Correct Answer
verified

To meet the goals of a social media campaign, certain actions, or ________, need to be taken to create results and achieve the goals.

Correct Answer
verified

MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in

Correct Answer
verified
E

Which of the following options would best be described as part of a pull promotional strategy?

Correct Answer
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Brady works at a large company that has an international sales force, and his job is to help the reps when they need help to facilitate the sale. Which task of personal selling does Brady provide?

Correct Answer
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All of the following are examples of a social media marketing goalexcept

Correct Answer
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Sunil clips coupons he finds in the Sunday paper each week prior to heading to the supermarket to do his grocery shopping. These coupons can be best described as a form of

Correct Answer
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B

Which isnot an example of a social media campaign?

Correct Answer
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An example of a digital buyer who is engaged in product-focused shopping is someone who

Correct Answer
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When Donna sold cellular phones in the early 1990s, she knew that her customers didn't know very much about them, so she spent time explaining how they worked and how they might benefit the user. Which goal of promotion is Donna demonstrating?

Correct Answer
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Exam 14: Products

Correct AnswerverifiedD

Esurance has a series of TV commercials that feature the actor Dennis Quaid as its spokesperson. This is an example of

Correct AnswerverifiedShow Answer

Marketers have developed a viral campaign to try and generate chatter about its new product, hoping that the chatter will help to increase sales. This tactic integrates the ________ element of the marketing mix.

Correct AnswerverifiedShow Answer

Firms need to pick one type of mobile application for their mobile marketing campaign.

Correct AnswerverifiedShow Answer

If a salesperson wants to induce a customer to buy a product, which goal of promotion would be focused on?

Correct AnswerverifiedShow Answer

Walter's ad on the Internet is shown when people visit websites with related content. If Walter wants to know how often his ad appears, he should find out the ad's

Correct AnswerverifiedShow Answer

WhatsApp, a free messaging and voice service, allows users to send text messages, voice messages, make audio or video calls, and share images, documents, locations, and other media is an example of

Correct AnswerverifiedShow Answer

Which isnot an example of a social media platform?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Alberta has been working in the sales field for almost 10 years. She enjoys learning about potential customers and their problems. She then shares how her product will help them solve their problems in the hopes they will want to buy from her. Alberta most likely works in

Correct AnswerverifiedShow Answer

To meet the goals of a social media campaign, certain actions, or ________, need to be taken to create results and achieve the goals.

Correct AnswerverifiedShow Answer

MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in

Correct AnswerverifiedE

Which of the following options would best be described as part of a pull promotional strategy?

Correct AnswerverifiedShow Answer

Brady works at a large company that has an international sales force, and his job is to help the reps when they need help to facilitate the sale. Which task of personal selling does Brady provide?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

All of the following are examples of a social media marketing goalexcept

Correct AnswerverifiedShow Answer

Sunil clips coupons he finds in the Sunday paper each week prior to heading to the supermarket to do his grocery shopping. These coupons can be best described as a form of

Correct AnswerverifiedB

Which isnot an example of a social media campaign?

Correct AnswerverifiedShow Answer

An example of a digital buyer who is engaged in product-focused shopping is someone who

Correct AnswerverifiedShow Answer

When Donna sold cellular phones in the early 1990s, she knew that her customers didn't know very much about them, so she spent time explaining how they worked and how they might benefit the user. Which goal of promotion is Donna demonstrating?

Correct AnswerverifiedShow Answer

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D

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E

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B

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