Question 1

According to Forrester's Social Technographics Model a ______ score reflects whether social media is a valued channel for customer support.

Accepted Answer

A)  Discover.
B)  Explore.
C)  Use.
D)  Ask.
E)  Engage.

Question 2

Which of the following is not considered a microblog?

Accepted Answer

A)  Support networks.
B)  Tight crowds.
C)  Brand clusters.
D)  Community clusters.
E)  Polaroid crowds.

Question 3

What type of segmentation is being used when a company markets to its 'heavy users'?

Accepted Answer

A)  Geographic.
B)  Demographic.
C)  Psychographic.
D)  Benefit.
E)  Behavioral.

Question 4

Which of the following completes the statement,'______ are motivated by the validation impulse,while ______ are motivated by the affinity impulse.' ?

Accepted Answer

A)  Devotees,entertainment chasers.
B)  Connection seekers,attention seekers.
C)  Entertainment chasers,connection seekers.
D)  Connection seekers,devotees.
E)  Attention seekers,connection seekers.

Question 5

Which of the following completes the statement,' ______ measures the ability of brands to fit into how consumers manage their social media-centric lives.'?

Accepted Answer

A)  Social influence.
B)  Social currency.
C)  Status.
D)  Brand recognition.
E)  None of the above.

Question 6

Which of the following describes the process of dividing a market into distinct groups that have common needs and characteristics?

Accepted Answer

A)  Behavioral segmentation.
B)  Market segmentation.
C)  Lifestream aggregation.
D)  Social media addiction.
E)  Handle squatting.

Question 7

Which of the following is a satellite system that provides real-time location and time information?

Accepted Answer

A)  RSS feed technology.
B)  Roving nodes technology.
C)  GPS technology.
D)  Lifestream aggregation.
E)  Digital mobility.

Question 8

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?

Accepted Answer

A)  Validation and immediacy.
B)  Altruistic and immediacy.
C)  Contact comfort and immediacy.
D)  Prurient and contact comfort.
E)  Affinity and validation.

Question 9

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?

Accepted Answer

A)  Validation.
B)  Altruistic.
C)  Immediacy.
D)  Personal utility.
E)  Affinity.

Question 10

Which of the following have large networks,high social capital,and the ability to create and promote social content?

Accepted Answer

A)  Attention seekers.
B)  Devotees.
C)  Entertainment chasers.
D)  Connection seekers.
E)  Spectators.

Question 11

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?

Accepted Answer

A)  Privacy salience.
B)  Privacy paradox.
C)  Social privacy.
D)  Social identity.
E)  None of the above.

Question 12

Which of the following are geolocation techniques used by social media marketers?

Accepted Answer

A)  Geofencing,geotargeting,beaconing.
B)  Geofencing,geotargeting,tracking.
C)  Geomapping,geotargeting,beaconing.
D)  Geomapping,geotargeting,tracking.
E)  None of the above.

Question 13

Which of the following does not represent a social footprint?

Accepted Answer

A)  'Liking' a site,article,or product.
B)  Sharing online purchases on Instagram.
C)  Commenting on YouTube videos.
D)  Charging a purchase at a retail store on your credit card.
E)  Sharing your music streams on Spotify.

Question 14

Which of the following may explain Gartner's claim that half of all social media campaigns fail?

Accepted Answer

A)  Firms often use the wrong budgeting techniques.
B)  Social strategy is not matched to the target audience.
C)  Firms tend to use secondary research.
D)  Competitors run counter-campaigns to mitigate their influence.
E)  None of the above.

Question 15

Which of the following completes the sentence,'The ______ reflects how actively a segment uses social tools,how important those tools are within customer life cycle,how willingly they engage with brands in social media.'?

Accepted Answer

A)  Social Media Score
B)  Consumer Segment Score
C)  Social Segmentation Score
D)  Social Technographics Score
E)  None of the above

Question 16

Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?

Accepted Answer

A)  Attention seekers.
B)  Devotees.
C)  Entertainment chasers.
D)  Connection seekers.
E)  Spectators.

Question 17

What type of segmentation is used when companies market to consumers who want to have meaningful relationships with brands they use frequently?

Accepted Answer

A)  Geographic.
B)  Demographic.
C)  Psychographic.
D)  Benefit.
E)  Behavioral.

Question 18

Which of the following refers to the way we represent ourselves via text,images,sounds,and video to others who access the Web?

Accepted Answer

A)  Social identity.
B)  Lifestream.
C)  Social footprint.
D)  Digital brand name.
E)  Digital primacy.

Question 19

According to Forrester's Social Technographics Model a ______ score measures how common it is for a target segment to share product and service experiences,such as sharing what songs they're listening to on Spotify or comparing their workouts to that of other Fitbit users.

Accepted Answer

A)  Discover.
B)  Explore.
C)  Use.
D)  Ask.
E)  Engage.

Question 20

North Face can expect to sell more parkas to people who live in winter climates,whereas Roxy will move more bikinis in sunny vacation spots.This is an example of which of the following?

Accepted Answer

A)  Geographic segmentation.
B)  GPS technology.
C)  Market segmentation.
D)  Demographic segmentation.
E)  Behavioral segmentation.

Exam 2: Social Consumers

Which of the following are geolocation techniques used by social media marketers?

Correct AnswerverifiedShow Answer

Which of the following completes the sentence,'The ______ reflects how actively a segment uses social tools,how important those tools are within customer life cycle,how willingly they engage with brands in social media.'?

Correct AnswerverifiedShow Answer

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?

Correct AnswerverifiedShow Answer

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?

Correct AnswerverifiedShow Answer

North Face can expect to sell more parkas to people who live in winter climates,whereas Roxy will move more bikinis in sunny vacation spots.This is an example of which of the following?

Correct AnswerverifiedShow Answer

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?

Correct AnswerverifiedShow Answer

According to Forrester's Social Technographics Model a ______ score measures how common it is for a target segment to share product and service experiences,such as sharing what songs they're listening to on Spotify or comparing their workouts to that of other Fitbit users.

Correct AnswerverifiedShow Answer

Which of the following does not represent a social footprint?

Correct AnswerverifiedShow Answer

Which of the following completes the statement,' ______ measures the ability of brands to fit into how consumers manage their social media-centric lives.'?

Correct AnswerverifiedShow Answer

Which of the following completes the statement,'______ are motivated by the validation impulse,while ______ are motivated by the affinity impulse.' ?

Correct AnswerverifiedShow Answer

Which of the following describes the process of dividing a market into distinct groups that have common needs and characteristics?

Correct AnswerverifiedShow Answer

Which of the following have large networks,high social capital,and the ability to create and promote social content?

Correct AnswerverifiedShow Answer

Which of the following may explain Gartner's claim that half of all social media campaigns fail?

Correct AnswerverifiedShow Answer

Which of the following is not considered a microblog?

Correct AnswerverifiedShow Answer

According to Forrester's Social Technographics Model a ______ score reflects whether social media is a valued channel for customer support.

Correct AnswerverifiedShow Answer

Which of the following is a satellite system that provides real-time location and time information?

Correct AnswerverifiedShow Answer

What type of segmentation is being used when a company markets to its 'heavy users'?

Correct AnswerverifiedShow Answer

What type of segmentation is used when companies market to consumers who want to have meaningful relationships with brands they use frequently?

Correct AnswerverifiedShow Answer

Which of the following refers to the way we represent ourselves via text,images,sounds,and video to others who access the Web?

Correct AnswerverifiedShow Answer

Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?

Correct AnswerverifiedShow Answer

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Which of the following completes the statement,' are motivated by the validation impulse,while are motivated by the affinity impulse.' ?

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