Marketing chap. 3

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?

A majority of people in the United States who have smartphones use them to make purchases. Most downloaded apps are free. U.S. mobile downloads and in-app revenues are in the billions of dollars.

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?

Developing long-term relationships by addressing positive and negative comments Educating customers about products and services Connecting and engaging with customers by discussing new products and promotions

What are the three stages of the social media engagement process?

Do, analyze, listen

What type of online channel is most relevant to the goal of helping consumers experience a product or service?

E commerce Channels

In the 4E framework for social media, when attempting to ______ the customer, a firm encourages the customer to offer feedback.

Engage

To which of the 4Es is connection most closely related?

Engagement

Which of the 4Es explains why corporate blogs tolerate negative customer posts?

Engagement

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

True or false: The only way to experience a product or service for sale is to actually purchase it.

False

What is most relevant to the information effect?

Information

What type of online channel is most relevant to the goal of educating consumers?

Informational blogs

What are examples of social media content that businesses can effectively leverage to excite customers?

Mobile apps used to communicate personalized offers Information on Facebook used to communicate deals Games based on a product or brand

What is an effective way for digital marketers to use content?

Narrow the content to suit the target market specifically.

What concept can be used to explain why using good keywords are essential?

Organic Search

What is the app pricing model that offers full functionality once a payment is made?

Paid apps

What type of blog has the fewest marketing implications?

Personal

The social-media equivalent of a personal journal or diary is called a(n)

Personal blog

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

What is true about the effect of relevant keywords on online search results?

Relevant keywords improve the organic ranking of a page or site.

Social media marketing is used by marketers to accomplish what?

Remind buyers about the brand and its benefits. Communicate the value proposition of the brand.

Marketers find personal blogs useful because they help marketers do which of the following?

Respond to customer concerns and complaints. Track what is going on in the marketplace.

Which statement supports the argument that search engine marketing (SEM) is important?

Search engine users generally read only the first few search results.

Which statements about social media are true?

Social media can be important components of an integrated marketing communications strategy. Social media are used by marketers and customers to share many kinds of information. Social media facilitate interpersonal interactions.

Somewhat dependent on context

Somewhat dependent on context

What are components of the information effect in social media engagement?

Spreading relevant information through various channel Serving as a means by which people can share their interests with each other Identifying the context and receiver of content

What are components of the information effect in social media engagement?

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 user base Customers who are willing to share their location with a retailer

What are fundamental ideas behind the connected effect in social media engagement?

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.

What best characterizes the buying habits of the most loyal customers

They generally use multiple channels to make purchases.

What is the basic goal of any website?

To convince users to engage with content

What is the main purpose of search engine marketing (SEM)?

To increase the visibility of a firm in search results

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

In which places can keywords be used effectively?

URLs Web pages Page titles

Ling is engaged in crowdsourcing. In what is she most interested?

Users' ideas

What is an example of a contextual element?

Website Layout

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?

YouTube videos

When deciding on contextual elements, it is useful to identify which of the following?

Your target market(s)

The social-media equivalent of a personal journal or diary is called a(n)

blog

Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?

call to action button

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?

content

critical elements of the 7C framework for online marketing?

context, context elements, content, community, communication, commerce, connection

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

crowd-sourcing

The 4E framework includes giving customers an opportunity to ______ the firm's digital marketing activities.

engage with

Engagement with the customer is designed to ______.

foster loyalty

are the total requests for a page for the initial approach.

hits

What are examples of technologies that allow communication with customers?

live chat, instant message, phone, email, and microblogging

Suppose that Taco Bell wants to learn more about how customers feel about new menu items. It collects and analyzes content from several social media sites to assess favorable vs. unfavorable comments and determine customers' attitudes and preferences. Taco Bell is conducting ______.

sentiment analysis

Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as

social media

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 is the best definition of a blog?

An online journal enabling people to share their thoughts