Chapter 14 Quiz

Question 1

Social media can most accurately be described as being about​

a. ​technology.	
b. ​new development.	
c. ​the Web.	
d. ​people.	
e. ​communication.

Answer 1

d. ​people.

Question 2

The social media site with the largest number of users is

a. Twitter.	
b. Facebook.	
c. YouTube.	
d. Instagram.	
e. LinkedIn.

Answer 2

b. Facebook.

Question 3

What is the number one reason a business uses social media?

a. ​Developed loyal fans	
b. ​Generated leads	
c. ​Increased exposure	
d. ​Increased traffic	
e. ​Provided marketplace insight

Answer 3

c. ​Increased exposure

Question 4

Which of the following is true about social media?

a. Business expenditures for traditional marketing are increasing faster than expenditures for social media.	
b. Social media was created in the 1960s and was part of plan for a great society.	
c. Social media is used by people to communicate about a firm’s products and services.	
d. Social media is more important than traditional advertising.	
e. Social media is too expensive for most small businesses.

Answer 4

c. Social media is used by people to communicate about a firm’s products and services.

Question 5

Which of the following can be most closely associated with “outsourcing tasks” for new-product development?

a. Blogs	
b. Podcasts	
c. Crowdsourcing	
d. Media sharing	
e. Social gaming

Answer 5

c. Crowdsourcing

Question 6

Which of the following is true about social media measurement tools?​

a. ​There are generally five types of social media measurement.	
b. ​Most companies use quantitative measurements.	
c. ​Social media cannot be measured quantitatively.	
d. ​Most companies use qualitative measurements.	
e. ​Companies should use the same measurements for online as for offline.

Answer 6

b. ​Most companies use quantitative measurements.

Question 7

The organized effort of individuals to produce and sell, for a profit, the products and services that satisfy society’s needs through the facilities available on the Internet is referred to as

a. e-trade.	
b. e-management.	
c. e-shopping.	
d. e-business.	
e. e-selling.

Answer 7

d. e-business.

Question 8

A ____ is a source of revenue flowing into the firm.

a. profit flow	
b. cash stream	
c. buyer source	
d. revenue stream	
e. cash output

Answer 8

b. cash stream

Question 9

What is usually the primary revenue stream for online search engine like Yahoo!?

a. Sales of the many products that are available	
b. Advertising fees	
c. Money collected for shipping charges	
d. Access fees charged to get into the website	
e. Fees charged for selling products on the site

Answer 9

b. Advertising fees

Question 10

A business model represents a ____ in a business situation.

a. shared focus on customers	
b. group of shared values	
c. group of common characteristics and behaviors	
d. shared focus on suppliers	
e. shared focus on profits

Answer 10

c. group of common characteristics and behaviors

Question 11

An Internet distributor of office supplies has a system of bidding and awarding contracts online for customer purchases. This is most likely a ____ model.

a. C2C	
b. C2B	
c. cross-functional	
d. B2B	
e. B2C

Answer 11

d. B2B

Question 12

Using data about buying preferences and customer profiles allows management to do all of the following except

a. make decisions about how best to serve the customer.	
b. offer lower prices.	
c. enhance buying selections.	
d. provide individualized customer service.	
e. make better inventory decisions.

Answer 12

b. offer lower prices.

Question 13

__ is a general, broad term used for software designed to infiltrate a computer system without the user’s consent.

a. Cookie	
b. Data mining	
c. Log-file recording	
d. Virus	
e. Malware

Answer 13

e. Malware

Question 14

Which of the following is one of the primary differences between a social media plan and the traditional advertising campaign?

a. ​The products from a social media plan endure longer than products from a traditional advertising campaign	
b. ​More media are involved in a social media plan	
c. ​A social media plan is less expensive than a traditional advertising campaign	
d. ​The social media plan doesn’t necessarily have a start and stop date

Answer 14

d. ​The social media plan doesn’t necessarily have a start and stop date

Question 15

_____ are often integrated with online promotions by adding social media icons at the end of the traditional advertising.

a. ​More traditional or offline promotions	
b. ​Annual reports	
c. ​Other online promotions	
d. ​Quarterly reports

Answer 15

a. ​More traditional or offline promotions

Question 16

____ is a key performance indicator a business may use to determine the success of its social media plan.

a. ​Six Sigma measurement standards	
b. ​The dollar amount of merchandise returned	
c. ​Management standards	
d. ​The number of followers, likes, or visitors on a company’s website

Answer 16

d. ​The number of followers, likes, or visitors on a company’s website

Question 17

Technology that is used to detect the mood attitudes or emotions of people is referred to as

a. sentiment analysis.	
b. key performance indicator analysis.	
c. mood indexing.	
d. quantitative social media measurement.

Answer 17

a. sentiment analysis.

Question 18

When designing a social media plan, businesses generally assume

a. ​social media is free.	
b. ​social media is not free and can be quite expensive.	
c. ​using social media is so easy a child can do it.	
d. ​using social media effectively for marketing is not free but does not require expertise

Answer 18

b. ​social media is not free and can be quite expensive.

Question 19

To measure what success looks like when measuring the effectiveness of a social media plan, an important step is to use

a. ​Research regarding what other companies are doing	
b. ​Government industry standards	
c. ​Predetermined benchmarks	
d. ​The results of the previous year

Answer 19

c. ​Predetermined benchmarks

Question 20

​____ is (are) used by e-businesses in an effort to reduce the cost of specialized resources.

a. ​In-house sourcing	
b. ​Outsourcing	
c. ​Cross-functional teams	
d. ​International trade

Answer 20

b. ​Outsourcing