Deck 14: Social Networking and Communications

Question 1

International communications via social networks are a form of mass marketing.

Answer 1

True

Question 2

Contemporary PR requires creating a corporate website that offers an attractive portal.

Answer 2

True

Question 3

Offering coupons online increases the costs of development, distribution and database creation.

Answer 3

False

Question 4

The digital divide affects developed economies the most.

Question 5

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.

Question 6

Traditional marketing campaigns are dynamic and have an unlimited life.

Question 7

Cultural differences have very little impact on the way social media are used around the world.

Question 8

Differences in technology diffusion drive the way social media are used around the world.

Question 9

The strength of the ties between marketers and consumers depends mainly on the frequency and quality of customer interactions related to the firm's products.

Question 10

Measuring the effectiveness of social media is always easy.

Question 11

Online marketing requires minimum commitment of time and resources.

Question 12

The dynamic nature of cyberspace means that a single person can take on the roles of opinion provider, giver and sharer.

Question 13

The internet has surpassed television as the largest market for advertising.

Question 14

Individualist cultures are more likely than collectivist cultures to value brand-oriented interactions available through social media.

Question 15

As firms shift marketing budgets from traditional advertising (whose effect on sales is relatively easy to quantify)to social media, there is a stronger need to measure the effect of online approaches on profits and marketing performance

Question 16

Social media leverage the power of electronic word-of-mouth.

Question 17

Early attempts at internet-based communications featured static display advertising and pop-up ads.

Question 18

Social media are a double-edged sword.

Question 19

To ensure social media success in international marketing, marketers should use mass media techniques rather than customising messages to the audience.

Question 20

A 'digital divide', which occurs when people lack knowledge on how to use computer technologies, is very rare nowadays.

Question 21

A __________ is a website on which individuals make regular entries of commentary.A _________ is a website developed and maintained by a community of users who add informative content on a variety of topics.A _________ is essentially a site where people hold conversations in the form of posted messages.

A)wiki; forum; blog
B)blog; wiki; forum
C)forum; blog; wiki
D)podcast; wiki; forum

Question 22

Which of the following is true of social media?

A)They emphasise pushing or cajoling consumers to buy the firm's products.
B)They implement campaigns that are static, with a limited life.
C)They are slowly fragmenting.
D)They provide the means for consumers to voice negative as well as positive views on products and services.

Question 23

Which of the following alternatives is incorrect?

A)Opinion seekers tend to regard recommendations by friends or classmates as particularly credible and reliable, and thus rely on social media for obtaining information regarding their purchases.
B)Latin Americans are heavy users of social media sites.
C)People in the Asia-Pacific region have the highest average number of hours of social networking in the world.
D)Britain's WPP, the world's largest advertising agency, generates more than 25 per cent of its total worldwide revenue from digital activities.

Question 24

The extent to which people are exposed to, and influenced by, the knowledge, attitude or behaviour of others, particularly those in their peer group, is known as social:

A)undermining.
B)facilitation.
C)loafing.
D)contagion.

Question 25

Which of the following is a factor behind the success of social media-based communications?

A)An emphasis on pushing or cajoling consumers to buy the firm's products
B)The implementation of static campaigns with a limited lifespan
C)A minimum requirement of time and resources
D)The ability to measure consumer behaviour and target highly specific market segments

Question 26

Which of the following is an example of social contagion?

A)A man purchases an electronic gadget just because it was on sale.
B)A woman buys medicines over the counter that were prescribed by her doctor.
C)A retired man purchases a house in an urban area so that he can socialise with wealthy people.
D)A middle-aged woman purchases an anti-wrinkle cream because her colleagues influenced her to try the product

Question 27

Which of the following is a major benefit that firms obtain by using social media in their international marketing activities?

A)They require minimum commitment of time and resources.
B)It is easier to measure the effectiveness of social media over traditional media.
C)They provide myriad opportunities to develop and maintain awareness of the firm's brands.
D)Internationally, all people and organisations, including those in poor countries, have ready access to social media.

Question 28

Traditional marketing is often ________-suited to ___________firms, which often lack the means to communicate their message to a large audience.

A)well; smaller
B)ill; larger
C)ill; smaller
D)well; international

Question 29

Which of the following reasons was not listed as the top reasons for following or liking a particular brand or firm on social networking sites?

A)To receive special offers and discounts
B)To show support for the brand or company
C)To be among the first to get news on the brand or companies
D)To complain about failure in the delivery of their goods

Question 30

Which of these generations represents a global generation interconnected through the social media?

A)Generation me
B)Generation Y
C)Millennials
D)All of these choices

Question 31

Which of the following gives the appearance of a grassroots movement that is actually produced behind the scenes by a firm promoting itself or its products?

A)Crowdsourcing
B)Insourcing
C)Cannibalisation
D)Astroturfing

Question 32

A _____ network is a communal structure consisting of individuals or organisations connected with each other through friendship, common interest, commercial transactions, information exchange or other types of relationship.

A)business
B)technological
C)social
D)dependent

Question 33

Which of the following statements about social media is incorrect?

A)Online marketing entails a little commitment of time and resources, which may be particularly advantageous for smaller firms with extensive international activities across numerous languages.
B)Successful strategy starts with ensuring the firm develops a good website and is consistently skilful in its online marketing activities and vigilant in tracking changes or attacks.
C)Internationally, many people and organisations do not have ready access to computer technologies.
D)Social media are a double-edged sword.Just as firms leverage the technology to generate positive exposure for the firm and its brands, consumers and the media use such sites to highlight bad product experiences and other damaging information.

Question 34

Which of the following is true of traditional marketing communications?

A)They are very well suited to smaller firms.
B)They involve campaigns that have an unlimited life.
C)They focus on a company-to-customer approach.
D)They serve niche markets well.

Question 35

Which of the following statements is incorrect?

A)As of December 2012, Facebook had more than one billion members worldwide, which represents approximately one-seventh of the word population.
B)More than 70 per cent of the population of Japan and South Korea use the internet.
C)In Brazil, approximately 40 per cent of the population uses the internet.
D)None of the above

Question 36

Which of the following is an advantage of using social media?

A)Social media enhances viral marketing.
B)The world's entire population has access to social media.
C)The effectiveness of social media is easy to measure.
D)Social media require the least amount of commitment in terms of time and resources.

Question 37

Social media differ from traditional media in that social media are:

A)expensive.
B)fragmenting.
C)inefficient.
D)interactive.

Question 38

When a social network converges around shared interests, goals, values or attitudes, it fosters a common identity among its members.This is called:

A)a social community.
B)social loafing.
C)a social contagion.
D)social marketing.

Question 39

In India, 40 per cent of internet users create some form of online content, whether posting entries at fan sites, editing videos or interacting with blogs.This is an example of:

A)culture-generated media.
B)company-generated media.
C)consumer-generated media.
D)social-generated media.

Question 40

Which of the following is a marketing technique that facilitates and encourages people to pass along a marketing message to other users or sites, leading to a potentially exponential growth of communications?

A)Ambush marketing
B)Transformational marketing
C)Reverse marketing
D)Viral marketing

Question 41

Which of the following is true about the use of social media for sales promotion?

A)Offering coupons online significantly increases the costs of development, distribution and database creation.
B)Firms offer coupons to entice customers to act immediately by visiting a website.
C)Firms will have to incur costs on the printing of coupons.
D)Consumers take considerably more time to search and organise online coupons.

Question 42

Which of the following is a disadvantage of using social media?

A)They require expensive advertisements.
B)They involve campaigns that are static with limited life.
C)They exploit buyers by interrupting and even disrupting buyers' lives.
D)They can send the wrong message about the firm and its brands.

Question 43

Which of the following is a challenge associated with social media?

A)They are considerably more expensive than traditional media.
B)They involve campaigns that are static, with a limited life.
C)It is difficult to measure their effectiveness.
D)They emphasise pushing customers to buy the firm's products.

Question 44

Most of the world's top bloggers are in:

A)Europe.
B)North America.
C)Asia.
D)South America.

Question 45

Fearing the dissemination of content offensive to authorities, the _________ government has historically blocked Western social media sites, such as Facebook, YouTube and Wordpress.

A)Brazilian
B)Russian
C)Indian
D)Chinese

Question 46

Sigma-Electro Inc.is a leading electronics company located in Philadelphia.As part of its new product promotion strategy, the company has placed advertisements in several social networking sites requesting marketing professionals to take part in an online discussion to suggest ways of promoting a product that the company plans to launch in the market shortly.Which of the following is the marketing technique implemented by Sigma-Electro?

A)Astroturfing
B)Crowdsourcing
C)Nano-campaigning
D)Cannibalisation

Question 47

What are blogs, wikis, forums and podcasts?

Question 48

Which of the following is a shortcoming of social media?

A)They require substantial commitment of time and resources.
B)They drive traffic away from corporate websites.
C)They fail to draw sufficient attention to a firm's products or services.
D)They are more expensive than traditional media.

Question 49

Which of the following is a drawback of using social media?

A)They involve campaigns that are static, with a limited life.
B)They lack the means to engage target markets more efficiently.
C)They restrict viral marketing.
D)Many people around the world lack access to social media.

Question 50

Which of the following statements is correct?

A)Japanese customer may expect a quick fix but also desires an explanation of what went wrong and what the manufacturer will do in order to avoid a repeat of the failure.
B)By knowing who is using which social sites, marketers can promote their products to their targeted audience at the appropriate sites.
C)Trust plays a critical role in the success of social media marketing.
D)All of these choices.

Question 51

Discuss any one major benefit that firms obtain by using social media in their international marketing activities.

Question 52

Which of the following is a social media success strategy in international marketing?

A)Monitor the firm's online reputation.
B)Implement static and limited campaigns.
C)Push consumers to buy the firm's products.
D)Target the general, nonspecific market.

Question 53

Which of the following countries has the most internet users?

A)China
B)USA
C)Brazil
D)India

Question 54

Explain giving examples how culture has an impact on the use of social media.

Question 55

Which of the following is true about the use of social media around the world?

A)Differences in culture affect the way social media are used around the world.
B)The world's entire population has ready access to social media.
C)The digital divide affects only developed countries.
D)Economic conditions have no impact on the way social media are used.

Question 56

Which of the following is a strategy that firms should follow to maximise the effectiveness of social media in international marketing?

A)Firms need to use mass media strategies to target the world's entire population simultaneously.
B)Firms need to concentrate on targeting the entire market and avoid targeting only certain segments of the market.
C)Firms need to ignore gossip, complaints, rants of disgruntled consumers and activists, and any such related news about it on the internet.
D)Firms need to gain credibility and loyalty by providing expertise online that addresses the specific problems of target markets.