With social media websites such as Facebook and Twitter garnering so much attention from consumers ...

With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards. Two young women decided to open a new comedy club and chose YouTube as the main outlet for their advertising. The two put together a five minute clip of an improvisation routine they had written and posted it on the sitesoon after, the two noticed that the total number of views for the video had skyrocketed to 25,000 . It turns out the video was being sent all over the country via email and Facebook messages. This short video apparently became a form of
 a. mobile marketing.
  b. online retailing.
  c. interactive advertising.
  d. viral marketing.

Question 2

Hickory Village Shopping Center has two department stores and some specialty and convenience stores. It serves a large geographic area and holds special events to stimulate consumer traffic. Hickory is a ____ shopping center.
 A) community
  B) regional
  C) nontraditional
  D) neighborhood
  E) power

Question 3

A group of brands that a consumer views as alternatives for possible purchase is called a(n)
 A) evoked set.
  B) awareness set.
  C) inert set.
  D) evaluative group.
  E) evaluation criteria.

Question 4

With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards. The owner of a new athletic-training facility decided to pay to have its ads in or near relevant search results from Google. This can be described as
 a. sponsorship.
  b. paid search.
  c. pop up/under ads.
  d. corporate home page.

Question 5

In Cara's hometown, there is a mall with a small Sears store, a Macy's department store, a couple of fast-food restaurants, a few specialty shops, and some convenience stores. The mall features seasonal sidewalk sales and boat shows. This mall is most likely a ____ shopping center.
 A) neighborhood
  B) national
  C) regional
  D) community
  E) city

Question 6

In shopping for a new laptop computer for her master's degree program, Jocelyn has narrowed the alternatives to four brands. She is considering Dell, Toshiba, Sony, and Hewlett-Packard. These four brands make up Jocelyn's
 A) awareness set.
  B) consideration set.
  C) framing set.
  D) external search.
  E) inert set.

Question 7

With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards. A new business owner is looking into various forms of advertising. Of all the different methods, he seems to be most excited about the idea of advertising through interactive media. Perhaps this is because
 a. consumers no longer pay attention to traditional forms of advertising.
  b. interactive media is better for small business owners.
  c. traditional forms of advertising do not provide enough information for consumers.
  d. the increase in wireless technology allows businesses to reach consumers at all hours of the day, regardless of location.