Marketing 7th Edition by Dhruv Grewal – Test Bank

Marketing 7th Edition by Dhruv Grewal – Test Bank

Marketing, 7e (Grewal)

Chapter 3   Digital Marketing: Online, Social, and Mobile

1) The term social media refers exclusively to social networking sites like Facebook.

Answer:  FALSE

Explanation:  The term social media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. Through these connections, marketers and customers share information of all forms—from personal assessments and thoughts about products or images, to uploaded personal pictures, music, and videos.

Difficulty: 1 Easy

Topic:  Social Media Definition

Learning Objective:  03-01 Describe the 4E framework of digital marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

2) Firms actively use social networks such as Facebook, Pinterest, and WhatsApp to communicate deals that are likely to engage consumers.

Answer:  FALSE

Explanation:  Firms actively use social networks such as Facebook, Pinterest, and WhatsApp to communicate deals that are likely to excite, not engage, consumers.

Difficulty: 2 Medium

Topic:  Social Media as Part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of digital marketing.

Bloom’s:  Understand

AACSB:  Technology

Accessibility:  Keyboard Navigation

3) The focus of social media efforts targeted at customer interaction is building connections.

Answer:  TRUE

Explanation:  The term social media refers to online and mobile technologies that distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. Through these connections, marketers and customers share information of all forms—from personal assessments and thoughts about products or images, to uploaded personal pictures, music, and videos.

Difficulty: 1 Easy

Topic:  Social Media as Part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of digital marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

4) The objectives of the 4E framework for digital marketing are excite, educate, engage, and evaluate.

Answer:  FALSE

Explanation:  The objectives of the 4E framework for social media are excite, educate, experience, and engage.

Difficulty: 1 Easy

Topic:  Social Media as Part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of digital marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

5) Positive engagement through social media often makes customers more profitable for the firm.

Answer:  TRUE

Explanation:  Positively engaged customers tend to be more profitable consumers.

Difficulty: 1 Easy

Topic:  Social Media as Part of the Marketing Plan

Learning Objective:  03-01 Describe the 4E framework of digital marketing.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

6) The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

Answer:  TRUE

Explanation:  The impact of the dynamic effect of social media engagement is twofold. First, it describes the way in which information is exchanged to network participants through back-and-forth communications in an active and effective manner. Second, the dynamic effect expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

Difficulty: 1 Easy

Topic:  Social Media as Part of the Marketing Plan

Learning Objective:  03-03 Understand the drivers of social media engagement.

Bloom’s:  Remember

AACSB:  Technology

Accessibility:  Keyboard Navigation

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