Test bank for Social Media Marketing 0132551799

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ISBN13: 9780132551793
ISBN10: 0132551799

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Social Media Marketing (Tuten)
Chapter 2 Strategic Planning with Social Media

2.1 Multiple Choice

1) Which of the following terms describes the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives?
A) concepting
B) strategic planning
C) ideation
D) briefing
E) positioning
Answer: B
Explanation: B) The process of strategic planning is three-tiered, beginning at the corporate level, then moving to the business level and lastly, moving to the functional areas of the organization, including marketing.
Page Ref: 2-2
Difficulty: Moderate
Learning Obj.: 1
Classification: Conceptual

2) The three tiers of strategic planning, in order from beginning to end, are:
A) product level, promotion level, and distribution areas.
B) business level, functional areas, and corporate level.
C) promotion level, distribution areas, and product level.
D) corporate level, business level, and functional areas.
E) distribution areas, product level, and promotion level.
Answer: D
Explanation: D) Planners first identify their overall objectives (e.g., “raise consumer awareness of our brand by 10 percent in the next year”) and then develop the specific tactics they will use to reach those goals (e.g., “increase our spending on print advertising in targeted publications by 15 percent this year”).
Page Ref: 2-2
Difficulty: Moderate
Learning Obj.: 1
Classification: Conceptual

3) A(n) ________ is a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.
A) strategic plan
B) creative message strategy
C) marketing plan
D) integrated marketing communications plan
E) positioning statement
Answer: C
Explanation: C) There is tremendous value in planning. Dumb luck and sweat takes you only so far. Planning ensures that an organization understands its markets and its competitors. It helps to ensure that organizations are aware of the changing marketplace environment.
Page Ref: 2-3
Difficulty: Moderate
Learning Obj.: 1
Classification: Conceptual

4) Which of the following represents a consequence of planning?
A) An organization comes to understand its markets and its competitors.
B) An organization becomes aware of the changing marketplace environment.
C) Managers gain the ability to allocate limited resources using established priorities.
D) Success becomes defined and measured.
E) All of the above
Answer: E
Explanation: E) What’s wrong with jumping right into the game? Why should we take the time to plan? Although it’s tempting to just follow our instincts, it turns out there is tremendous value in planning. Dumb luck and sweat takes you only so far.
Page Ref: 2-3
Difficulty: Easy
Learning Obj.: 1
Classification: Conceptual
5) A(n) ________ provides in-depth detail on the execution of the (traditional) promotional portion of a brand’s marketing plan.
A) strategic plan
B) creative message strategy
C) marketing plan
D) integrated marketing communications plan
E) positioning statement
Answer: D
Explanation: D) An approach for developing an in-depth social media marketing strategy
Page Ref: 2-4
Difficulty: Moderate
Learning Obj.: 1
Classification: Conceptual

6) Which of the following represents a consequence of social media marketing maturity?
A) Social media marketing activities are consistent with their marketing and marketing communications plans.
B) Social media marketing activities are capable of meeting specific marketing objectives.
C) Social media applications that start as one-time “experiments” often morph into more long-term and carefully thought-out communications pieces.
D) Social media promotions become integrated with the overall promotional campaigns in place to reach customers.
E) All of the above
Answer: E
Explanation: E) Although it seems everyone is talking about social media, it’s one thing to claim you use social media and quite another to say you have a strategy that incorporates social media. Many marketers currently use social media marketing tactics without that level of maturity
Page Ref: 2-5
Difficulty: Easy
Learning Obj.: 2
AACSB Category: Communication Abilities
Classification: Conceptual
7) Which one of the following statements is TRUE?
A) Most marketers currently use social media marketing tactics with a high level of maturity.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are very few marketers that use social media marketing tactics in the trial phase.
D) There are many marketers that use social media marketing tactics in the trial phase.
E) There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.
Answer: D
Explanation: D) A major study of marketers in both Europe and North America found huge differences in the level to which respondents use social media and integrate it with their other initiatives. Many still just experiment with baby steps (like creating a Facebook page) rather than include social media as a fundamental component of their marketing strategy.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
Classification: Critical Thinking

8) Which one of the following statements is TRUE?
A) Most marketers currently use social media marketing tactics with a high level of maturity.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are very few marketers that use social media marketing tactics in the trial phase.
D) There are very few marketers that use social marketing tactics in the first phase of the adoption cycle.
E) There are many marketers that use social marketing tactics in the first phase of the adoption cycle.
Answer: E
Explanation: E) A major study of marketers in both Europe and North America found huge differences in the level to which respondents use social media and integrate it with their other initiatives. Many still just experiment with baby steps (like creating a Facebook page) rather than include social media as a fundamental component of their marketing strategy.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
Classification: Critical Thinking
9) Which one of the following statements is FALSE?
A) Most marketers have not yet integrated social media as a key component of the overall marketing plan.
B) Most marketers currently use social media marketing tactics on a strategic level.
C) There are many marketers that use social media marketing tactics without a high level of maturity.
D) There are many marketers that use social media marketing tactics in the trial phase.
E) There are many marketers that use social marketing tactics in the first phase of the adoption cycle.
Answer: B
Explanation: B) A major study of marketers in both Europe and North America found huge differences in the level to which respondents use social media and integrate it with their other initiatives. Many still just experiment with baby steps (like creating a Facebook page) rather than include social media as a fundamental component of their marketing strategy.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
Classification: Critical Thinking

10) Which of the following depicts an organization in the trial phase of the social media marketing maturity life cycle?
A) experimenting with cool new social media ways to communicate
B) planning social media marketing activities with clear objectives and metrics
C) integrating social media as a key component of the organization’s overall marketing plan
D) thinking about social media activities in a more systematic way
E) None of the above
Answer: A
Explanation: A) In these early days of adopting social media, most groups focus on learning to use a new form of communication and exploring the potential for social media as a venue.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
AACSB Category: Communication Abilities
Classification: Conceptual

11) Which of the following depicts an organization in the transition phase of the social media marketing maturity life cycle?
A) experimenting with cool new social media ways to communicate
B) planning social media marketing activities with clear objectives and metrics
C) integrating social media as a key component of the organization’s overall marketing plan
D) thinking about social media activities in a more systematic way
E) None of the above
Answer: D
Explanation: D) Marketing research firm Marketing Sherpa found in its 2010 Social Media Marketing Benchmarking Report that 40 percent of the organizations included in the study reported that their social media activities resided in the transition phase. Thirty-three percent acknowledged they were experimenting in the trial phase, and 23 percent were advancing, learning and adapting towards the strategic phase.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
AACSB Category: Communication Abilities
Classification: Conceptual

12) Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?
A) experimenting with cool new social media ways to communicate
B) exploring the potential for social media as a venue
C) integrating social media as a key component of the organization’s overall marketing plan
D) thinking about social media activities in a more systematic way
E) None of the above
Answer: C
Explanation: C) Marketing research firm Marketing Sherpa found in its 2010 Social Media Marketing Benchmarking Report that 40 percent of the organizations included in the study reported that their social media activities resided in the transition phase. Thirty-three percent acknowledged they were experimenting in the trial phase, and 23 percent were advancing, learning and adapting towards the strategic phase.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
AACSB Category: Communication Abilities
Classification: Conceptual

13) Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?
A) experimenting with cool new social media ways to communicate
B) exploring the potential for social media as a venue
C) planning social media marketing activities with clear objectives and metrics
D) thinking about social media activities in a more systematic way
E) None of the above
Answer: C
Explanation: C) Marketing research firm Marketing Sherpa found in its 2010 Social Media Marketing Benchmarking Report that 40 percent of the organizations included in the study reported that their social media activities resided in the transition phase. Thirty-three percent acknowledged they were experimenting in the trial phase, and 23 percent were advancing, learning and adapting towards the strategic phase.
Page Ref: 2-6
Difficulty: Moderate
Learning Obj.: 2
AACSB Category: Communication Abilities
Classification: Conceptual

14) A situation analysis is done in the ________ step of the social media marketing strategic planning process.
A) first
B) second
C) third
D) fourth
E) last
Answer: A
Explanation: A) The first step in developing the plan is much the same as it is in the creation of traditional strategic plans?research and assess the environment. Good social media planning starts with research on the industry and competitors, the product category, and the consumer market. This leads to a situation analysis.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

15) Which of the following is done in the first step of the social media marketing strategic planning process?
A) positioning statement
B) social media mix
C) social media profile
D) situation analysis
E) message strategy
Answer: D
Explanation: D) The first step in developing the plan is much the same as it is in the creation of traditional strategic plans?research and assess the environment. Good social media planning starts with research on the industry and competitors, the product category, and the consumer market. This leads to a situation analysis.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

16) The ________ details the current problem or opportunity the organization faces.
A) positioning statement
B) social media mix
C) social media profile
D) situation analysis
E) message strategy
Answer: D
Explanation: D) The first step in developing the plan is much the same as it is in the creation of traditional strategic plans?research and assess the environment. Good social media planning starts with research on the industry and competitors, the product category, and the consumer market. This leads to a situation analysis.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual
17) A(n) ________ highlights relevant aspects of the firm’s internal and external environment that could affect the organization’s choices, capabilities, and resources.
A) SWOT analysis
B) activation tool
C) objective and task method
D) stunt
E) propagation brief
Answer: A
Explanation: A) This acronym refers to strengths, weaknesses, opportunities, and threats that the firm should consider as it crafts a strategy.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

18) A SWOT analysis is often included in the ________.
A) positioning statement
B) social media mix
C) social media profile
D) situation analysis
E) message strategy
Answer: D
Explanation: D) This acronym refers to strengths, weaknesses, opportunities, and threats that the firm should consider as it crafts a strategy.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

19) The “S” in a SWOT analysis stands for:
A) social.
B) strengths.
C) strategic.
D) stunts.
E) shares.
Answer: B
Explanation: B) The firm should consider a SWOT analysis as it crafts a strategy.
Page Ref: 2-10
Difficulty: Easy
Learning Obj.: 3
Classification: Conceptual
20) The “W” in a SWOT analysis stands for:
A) windows.
B) weeks.
C) words.
D) women.
E) weaknesses.
Answer: E
Explanation: E) The firm should consider a SWOT analysis as it crafts a strategy.
Page Ref: 2-10
Difficulty: Easy
Learning Obj.: 3
Classification: Conceptual

21) The “O” in a SWOT analysis stands for:
A) outlooks.
B) operations.
C) opportunities.
D) objectives.
E) occasions.
Answer: C
Explanation: C) The firm should consider a SWOT analysis as it crafts a strategy.
Page Ref: 2-10
Difficulty: Easy
Learning Obj.: 3
Classification: Conceptual

22) The “T” in a SWOT analysis stands for:
A) time line.
B) targets.
C) traffic.
D) threats.
E) tools.
Answer: B
Explanation: B) The firm should consider a SWOT analysis as it crafts a strategy.
Page Ref: 2-10
Difficulty: Easy
Learning Obj.: 3
Classification: Conceptual
23) The controllable elements that influence how well the firm operates reside in the:
A) external environment only.
B) internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) mind of the consumer.
Answer: B
Explanation: B) The internal environment refers to the strengths and weaknesses of the organization.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

24) The uncontrollable elements that influence how well the firm operates reside in the:
A) external environment only.
B) internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) mind of the consumer.
Answer: A
Explanation: A) The external environment refers to the organization’s opportunities and threats.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

25) An organization’s strengths and weaknesses come from:
A) the external environment only.
B) the internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) the mind of the consumer.
Answer: B
Explanation: B) The internal environment refers to the controllable elements inside a firm that influence how well the firm operates.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual
26) An organization’s opportunities and threats come from:
A) the external environment only.
B) the internal environment only.
C) both the external and internal environments.
D) neither the external nor internal environments.
E) the mind of the consumer.
Answer: A
Explanation: A) The external environment refers to the uncontrollable elements outside the organization that influence how well the firm operates.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

27) Management in a firm can control:
A) its opportunities and threats.
B) its opportunities and strengths.
C) its strengths and weaknesses.
D) its strengths and threats.
E) its opportunities and weaknesses.
Answer: C
Explanation: C) The internal environment refers to the controllable elements inside a firm that influence how well the firm operates.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual

28) Management in a firm cannot control:
A) its opportunities and threats.
B) its opportunities and strengths.
C) its strengths and weaknesses.
D) its strengths and threats.
E) its opportunities and weaknesses.
Answer: A
Explanation: A) Management must respond to opportunities and threats through its planning process.
Page Ref: 2-10
Difficulty: Moderate
Learning Obj.: 3
Classification: Conceptual
29) Which of the following is a key aspect of a firm’s external environment?
A) its mission statement
B) its social media marketing strategic plan
C) its stunts
D) its social media marketing maturity stage
E) its competition
Answer: E
Explanation: E) Analyzing competitive social media efforts and how the target market perceives those efforts is a must-do in social media marketing planning.
Page Ref: 2-12
Difficulty: Difficult
Learning Obj.: 3
Classification: Synthesis

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