Marketing chapter 3
During the development and implementation of a social media marketing campaign, step four is to ensure that an adequate_____ is developed to support the campaign
budget
Which of the following are critical elements of the 7C framework for online marketing? (Select all that apply.)
communication, commerce, content
The outcome of social media that satisfies humans' innate need to connect with other people is known as the ______ effect
connected
in which places can keywords be used effectively
page titles, URLS, web pages
______ blogs are written by people who receive no compensation for their efforts.
personal
Ad-supported apps are free to download, but, in exchange, firms place ______ on the screen when using the program to generate revenue.
promotions
What is true about the effect of relevant keywords on online search results?
relevant keywords improve the organic ranking of a page or site
Sal wants to create a vivid and engaging experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be most useful to him?
you tube videos
When deciding on contextual elements, it is useful to identify which of the following?
your target markets
What is the primary need users satisfy through apps?
" me time"
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?
A call-to-action button
How much control do companies generally have over the content on corporate blogs that allow customers to respond to posts?
A high degree of control since companies retain editorial control over the content posted
Which statements about mobile marketing are true? (Select all that apply.)
A majority of people in the united states who have smartphones use them to make purchases, us mobile downloads and in app revenues are in the billions dollars, most downloaded apps are free
What two statements about ad-supported apps are true? (Select all that apply.)
Ads appear on screen while they are being used, they generate revenue while users interact with them
How does the freemium app Candy Crush Saga generate revenue?
After you lose your five free lives, you buy lives in order to immediately continue
What are fundamental components of the dynamic effect in social media engagement? (Select all that apply.)
An active bank-and- forth exchange that promotes further interaction, the way in which peoples interests and participation in online groups change over time
What is the best definition of a blog?
An online journal enabling people to share there thoughts
What includes "freemium" and "paid" types?
App pricing models
Technology that allows companies to detect where customers are at each moment through their smartphones is known as ______ technology.
Beacon
______ show how users move through, or navigate, the pages of a website.______ show how users move through, or navigate, the pages of a website.
Click paths
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?
Content
What is most relevant to the information effect?
Context
what is the most relevant to the information effect
Context
What is the first step in the 7C framework?
Core goals
What blog is the average consumer least likely to trust?
Corporate Blog
What are effective uses of corporate blogs? (Select all that apply.)
Developing long term relationships by addressing positive and negative comments, education customers about products and services, connecting and engaging with customers by discussing new products and promotions
What are components of the Wheel of Social Media Engagement? (Select all that apply.)
Dynamic, information, network
What type of online channel is most relevant to the goal of helping consumers experience a product or service?
Ecommerce channels
To which of the 4Es is connection most closely related?
Engagement
What is at the center of the Wheel of Social Media Engagement?
Engagement
Which of the 4Es explains why corporate blogs tolerate negative customer posts?
Engagement
What are fundamental components of the timeliness effect in social media engagement?
Engaging the customer at the right time and place
What answer best describes showrooming?
Examining merchandise in a brick-and-mortar store then buying it online
A travel company launches a new app that makes the process of booking your next vacation into a game. This is best categorized as using social media to ______ the customer.
Excite
What are elements of the 4E framework? (Select all that apply.)
Excite customers with relevant offers, educate customers about offers, help customers to experience products, give customers an opportunity to engage with their social network
What adjective best describes the network effect?
Exponential
True or false: The only way to experience a product or service for sale is to actually purchase it.
False
What allows customers to pay a small amount of money in order to enhance an app or game?
In-app purchases
In general, what adjective best describes a site with a high bounce rate?
Ineffective
What are examples of social media content that businesses can effectively leverage to excite customers? (Select all that apply.)
Information on Facebook used to communicate deals, mobile apps used to communicate personalized offers, games based on a product or brand
What type of online channel is most relevant to the goal of educating consumers?
Informational blogs
What are examples of technologies that allow communication with customers? (Select all that apply.)
Instant messaging, microblogging, live chat
The first stage in the social media engagement process is known as the____ stage
Listen
What is the first stage of the social media engagement process?
Listen
What is an effective way for digital marketers to use content?
Narrow the content to suit the target market specifically
What is the app pricing model that offers full functionality once a payment is made?
Paid Apps
What pricing model requires the consumer to initially pay to download the app and then offers the ability to buy additional functionality?
Paid apps with in-app purchases
What type of blog has the fewest marketing implications?
Personal
What type of blog is written by people who review and give recommendations on products and services and are sometimes compensated for doing so?
Professional
Engagement with the customer is designed to ______.
foster loyalty
Social media marketing is used by marketers to accomplish what? (Select all that apply.)
Remind buyers about the brand and its benefits, communicate the value proposition of the brand
Which statement supports the argument that search engine marketing (SEM) is important?
Search engine users generally read only the first few search results
_____is a technique for analyzing consumer-generated content from a variety of social media sites to summarize customer attitudes and preferences
Sentiment analysis
____is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price
Showrooming
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as _______ media
Social
Which statements about social media are true? (Select all that apply.)
Social media facilitate interpersonal interactions, social media are used by marketers and customers to share many kinds of information, social media can be important components of an integrated marketing communications strategy
What are fundamental ideas behind the connected effect in social media engagement? (Select all that apply.)
Social media serve as a mechanism for people to share information with others, the connection in social media bidirectional, people have an innate need to connect with others
What technologies allow marketers opportunities to listen to their customers? (Select all that apply.)
Social networks, opinion polls, review sites
What are components of the information effect in social media engagement? (Select all that apply.)
Spreading relevant information through various channels, identifying the context and receiver of content
What are necessary in order for beacon technology to work?
Substantial numbers of competitors within the same geography. a mobile use base, customers who are willing to share their location with a retailer
What are fundamental ideas behind the connected effect in social media engagement? (Select all that apply.)
The connection in social media is bidirectional, social media serve as a mechanism for people to share information with others, people have an innate need to connect with others
Why might marketers use location-based software and applications? (Select all that apply.)
To bring a relevant offer to the customer while he or she is in store, to show correct pricing based on the customer's zip code
What is the basic goal of any website?
To convince users to engage with content
Marketers find personal blogs useful because they help marketers do which of the following? (Select all that apply.)
Track what is going on in the marketplace, respond to customer concerns and complaints
True or false: Education, the second E of the 4E framework, includes reminding people what they already know.
True
True or false: Location-based applications are an effective way of targeting customers before they make a purchase decision.
True
Ling is engaged in crowdsourcing. In what is she most interested?
Users' ideas
What is the best definition of dynamic in the term dynamic effect?
Vibrant and constantly changing
What is not a pricing model for apps?
Volume pricing
What is an example of a contextual element?
Website layout
Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful?
adding an instant messaging function
What two statements about ad-supported apps are true? (Select all that apply.
ads appear on screen while they are being used, they generate revenues while users interact with them
The social-media equivalent of a personal journal or diary is called a(n) ______.
blog
Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as
crowdsourcing
The 4E framework includes giving customers an opportunity to ______ the firm's digital marketing activities.
engage with
What are fundamental components of the timeliness effect in social media engagement?
engaging the customer at the right time and place
after firms analyze the data they have accumulated, they must______
implement what they have learned
____is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.
showrooming
What best characterizes consumers' buying habits?
somewhat dependent on context
What are reasons why mobile marketing is increasingly important for marketers? (Select all that apply.)
the majority of people who own smartphones make purchases on these devices, mobile app downloads are growing, customers spend billions of dollars using apps
What are components of the network effect in social media engagement? (Select all that apply.)
the speed at which information spreads through social media, the exponential impact of having people share information with their social media contacts
What are components of the network effect in social media engagement? (Select all that apply.)
the speed at which information spreads through social media, the exponential impact t of having people share information with their social media contacts
What best characterizes the buying habits of the most loyal customers?
they generally use multiple channels to make purchases
The ability to engage with the customer at the right place and time is known as the ____effect.
timeliness
What are among the seven primary needs that apps meet? (Select all that apply.)
to accomplish, to self-express, to discover
What is the main purpose of search engine marketing (SEM)?
to increase the visibility of a firm in search results
