Question : 21._____ the act of mining a group of customers for : 1318338

21._____ is the act of mining a group of customers for new product ideas, improvements in marketing methods, and other useful outcomes.

a.Cannibalization

b.Nano-campaigning

c.Astroturfing

d.Crowdsourcing

22.Sigma-Electro Inc. is a leading electronics company located in Philadelphia. As part of its new product promotion strategy, the company has placed advertisements in several social networking sites requesting marketing professionals to take part in an online discussion to suggest ways of promoting a product which the company plans to launch in the market shortly. Which of the following is the marketing technique implemented by Sigma-Electro?

a.Astroturfing

b.Crowdsourcing

c.Nano-campaigning

d.Cannibalization

23.Which of the following is a major benefit of using social media?

a.Social media require minimum commitment of time and resources.

b.Measuring the effectiveness of social media is relatively easy.

c.People all over the world have access to social media.

d.Social media can be used to develop ideas for new products and marketing approaches.

24.Which of the following is a disadvantage of using social media?

a.They are conducted through expensive advertisements.

b.They involve campaigns that are static with limited life.

c.They exploit buyers by interrupting and even disrupting buyers’ lives.

d.They can send the wrong message about the firm and its brands.

25.Which of the following is a shortcoming of social media?

a.They require substantial commitment of time and resources.

b.They drive traffic away from corporate Web sites.

c.They fail to draw sufficient attention to a firm’s products or services.

d.They are more expensive than traditional media.

26.Which of the following is a challenge associated with social media?

a.They are considerably more expensive than traditional media.

b.They involve campaigns that are static, with a limited life.

c.It is difficult to measure their effectiveness.

d.They emphasize pushing customers to buy the firm’s products.

27.Which of the following is a drawback of using social media?

a.They involve campaigns that are static, with a limited life.

b.They lack the means to engage target markets more efficiently.

c.They restrict viral marketing.

d.Many people around the world lack access to social media.

28._____ consists of nonpaid news or editorial commentary intended to generate goodwill and a positive image for the firm or its products.

a.Advertising

b.Podcasting

c.Advocacy

d.Public relations

29.Sales promotion:

a.refers to short-term inducements that provide extra value and incentives to sales personnel, intermediaries, and consumers.

b.consists of nonpaid news intended to generate goodwill and a positive image for the firm or its products.

c.is most effective when the salesperson visits a prospect directly or by telephone.

d.implies making several calls on prospective customers and being there when they are ready to buy.

30.Which of the following is true about the use of social media for sales promotion?

a.Offering coupons online significantly increases the costs of development, distribution, and database creation.

b.Firms offer coupons to entice customers to act immediately by visiting a Web site.

c.Firms will have to incur costs on the printing of coupons.

d.Consumers take considerably more time to search and organize online coupons.