Chapter 3 Social and Mobile Marketing
What feature of Instagram have advertisers found particularly useful?
creation of short videos
Of the elements in the 4E framework, social networks that are able to offer relevant ads to targeting customers are better able to _.
excite customers
After firms listen to customers and analyze the data they have accumulated, they must _ what they have learned in order to create long-term relationships with potential customers and ultimately generate additional business.
implement
Most retail companies will attempt to achieve sustainable competitive advantage by including which of the following features on their websites?
in-depth product information customer reviews interactive chat
The first step in the Social Media Engagement Process is known as the _ stage.
listen
Social _ marketing entails educating and communicating product benefits to customers using their computers, tablets, or mobile devices.
media
Which of these offer marketers opportunities to listen to their customers?
review sites blogs social networks opinion polls
True or false: Marketers can use Facebook to assist them in carefully selecting their target audience.
True
Which of the following fall into the category of social media-sharing sites?
Youtube Flickr
The social-media equivalent of a personal journal or diary is a(n) _.
blog
Identify the information Facebook uses to target site uses to receive particular ads.
browsing history profile information preferences
During a social media marketing campaign, step 4 is to ensure that an adequate _ is developed to support the campaign.
budget
True or false: The only way to experience a product or service for sale is to actually purchase it.
False
How much control do companies generally have over the content on corporate blogs, keeping in mind that blogs allow customers to respond to posts?
The company has a high degree of control, since it chooses the content posted.
Blogs are important sources of information about companies and their products. List the following types of blogs in order in terms of the amount of control that a company has over what is posted, with the type of blog that offers the greatest control at the top.
The company's corporate blog Professional blogs covering products and services of various companies Personal blogs by customers of the company
True or False: Mobile marketing is significantly growing.
True
True or false: Firms actively use social networks to communicate deals geared to excite consumers.
True
The best-known microblog is called _.
In the 4E framework for social media, when attempting to _ the customer, a firm encourages the customer to offer feedback.
engage
Which of the following is the potential goal of location-based software and applications, as used by marketers?
to present a relevant offer when the customer at a given location is in the process of making a purchase
Which of the following are element of the 4E framework for effective use of social media by companies?
Help customers to experience products, whether directly or indirectly. Give customers an opportunity to engage with their social network. Excite customers with relevant offers. Educate customers about offers.
Which of the following are reasons why mobile marketing is increasing in importance for marketers?
Increasingly more mobile applications related to marketing (such as price check apps) are available. Mobile phone usage is growing. Consumers who use mobile marketing find out more information about products, which makes the products potentially more attractive.
Which of the following sites do professionals use most often to network online with other professionals, post their resume, and search for jobs?
Put the three stages of Social Media Engagement process in the correct order, with the first step at the top.
Listen Analyze Do
_ blogs are written by people who receive no compensation for their efforts.
Personal
Three types of social media that marketers rely on are social networking sites, blogs, and media-_ sites.
sharing
_ is the practice customers use to assess a tangible product then compare prices electronically to purchase the product online at a better price.
showrooming
_ refers to the technologies that distribute content to facilitate interpersonal interactions.
social media
The first step in planning and executing a social media marketing campaign is to identify _.
strategy and goals
