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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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