Test Bank For Internet Marketing Integrating Online and Offline Strategies 3rd Edition By Robeerts And Zahay

MULTIPLE CHOICE

1. Existing social networks are:

a. exclusively for consumers.

b. used by both consumers and business people.

c. experiencing slowing growth.

ANS: B REF: pp. 222, 223

1. It is important for marketers to “follow the eyeballs” because:

a. marketers need their content to be placed in media that customers frequent.

b. advertisers are looking for media that reach target markets.

c. both of the above.

ANS: C REF: p. 223

1. Social media marketing campaigns:

a. can be designed to go viral.

b. need to be developed with a specific target market in mind.

c. are impossible to measure.

ANS: B REF: p. 224, 225

1. We can only call it “social media marketing” if:

a. it leads to achieving business and marketing goals.

b. users actively share the content.

c. it brings in many Facebook fans and Twitter followers.

ANS: A REF: p. 226

1. All marketers should:

a. have a Facebook page.

b. actively consider the use of social media in their marketing programs.

c. switch to exclusively marketing on social media.

ANS: B REF: p. 226

1. Among the reasons marketers like SMM are:

a. it can lead to reduced marketing expenses.

b. it can help generate exposure for the business.

c. both of the above.

ANS: C REF: p. 227

1. B2B marketers like SMM because:

a. it helps generate high-quality sales leads.

b. it takes place on private, proprietary networks.

c. neither of the above.

ANS: A REF: p. 227

1. Marketing effectiveness and ease of use of social platforms tends to be:

a. negatively related to one another.

b. positively related to one another.

c. there is no relationship between effectiveness and ease of use.

ANS: A REF: p. 228

1. Small businesses find SMM:

a. too difficult and complex to use.

b. helps generate exposure and sales.

c. ineffective in increasing sales.

ANS: B REF: p. 229

1. Inside businesses, SMM techniques can be used to:

a. explain corporate policies.

b. it has no internal use.

c. improve engagement with employees.

ANS: C REF: p. 230