MKT 300 Chapter 3

The outcome of social media that satisfies humans' innate need to connect with other people is known as the ______________ effect.

connected

The impact of the information effect depends on its ______. connectivity reach context timeliness

context

The impact of the information effect depends on its ______. context reach timeliness connectivity

context

What is the first step in the 7C framework? Core goals Context elements Connection Community

core goals

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. engage educate excite give an experience to

excite

After firms analyze the data they have accumulated, they must ______. listen to their customers implement what they have learned gather information about customer habits perform a sentiment analysis

implement what they have learned

The first stage of the social media engagement process is ___________, which helps marketers determine their digital marketing objectives.

listen

Social media marketing is used by marketers to accomplish which of the following? (Select all that apply.) Increase the price of the product or service offered Remind buyers about the brand and its benefits Communicate the value proposition of the brand Increase the efficiency of the supply chain

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

Which statements about the way consumers make online purchases are true? (Select all that apply.) Searches made via mobile apps have higher conversion rates than those made via desktop computers. Consumers use mobile apps more often than desktop computers. Consumers use desktop computers more often than mobile apps. Searches made via desktop computers have higher conversion rates than those made via mobile apps.

Searches made via desktop computers have higher conversion rates than those made via mobile apps. Consumers use desktop computers more often than mobile apps.

Sal wants to create a vivid experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be most useful to him? Blogs Outdoor billboards iTunes audio samples YouTube videos

YouTube videos

When deciding on contextual elements, it is useful to identify which of the following? Your primary competitors Your total budget Your target market(s) Your best product(s)

Your target markets

"Freemium" and "paid" are examples of ______. corporate blogs context elements network effects app pricing models

app pricing models

The social-media equivalent of a personal journal or diary is called a(n) ______. media-sharing site organic search social network blog

blog

What adjective best describes the network effect? Random Negative Simple Exponential

Exponential

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

False

______ are the total requests for a web page and are used as a measure of Internet traffic. Conversion rates Page views Click paths Hits

Hits

What are the three stages of the social media engagement process? (Select all that apply.) Do Listen Analyze Anticipate

Listen Analyze Do

What are components of the information effect in social media engagement? (Select all that apply.) Engaging the customer at the right place and time Spreading relevant information through various channels Identifying the context and receiver of content Serving as a means by which people can share their interests with each other

Spreading relevant information through various channels Identifying the context and receiver of content

What are components of the network effect in social media engagement? (Select all that apply.) The processing of large amounts of customer information The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media The provision of context for ad messages using customer data

The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media

True or false: Educating consumers includes reminding people what they already know.

True

True or false: Goals form the basis of any marketing strategy.

True

In the 4E framework for social media, when attempting to ______ the customer, a firm encourages the customer to interact with the company's products or brand. examine excite engage educate

engage

Engagement with the customer is designed to ______. foster loyalty create envy teach the customer about the product give the customer the experience of the product

foster loyalty

The ability to engage with the customer at the right place and time is known as the ___________ effect.

timeliness

What is the best definition of a blog? A site allowing only very short (around 140-character) posts An online journal enabling people to share their thoughts A website requiring a great deal of technical knowledge to create and use A type of media-sharing site

An online journal enabling people to share their thoughts

Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her? A new ecommerce platform A call-to-action button Search engine marketing (SEM) A new target market

A call-to-action button

What is the best definition of dynamic in the term dynamic effect? Time-dependent and urgent Active and constantly changing Simultaneously negative and positive Unpredictable and dangerous

Active and constantly changing

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 Revamping the look and feel of the website Reducing the number of blogs on the website Improving the use of keywords in website content

Adding an instant messaging function

Which of the following are critical elements of the 7C framework for online marketing? (Select all that apply.) Conversion Commerce Content Communication Cost-effectiveness

Commerce Content Communication

Which are reasons why mobile marketing is increasingly important for marketers? (Select all that apply.) Consumers spend billions of dollars using apps. The majority of people who own smartphones make purchases on these devices. Mobile app downloads are growing. App functionality has plateaued, making supplemental marketing crucial.

Consumers spend billions of dollars using apps. The majority of people who own smartphones make purchases on these devices. Mobile app downloads are growing.

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio? Context elements Content Connection Communication

Content

The concept of connection is most closely related to which of the 4Es? Engagement Education Experience Excitement

Engagement

The concept of connection is most closely related to which of the 4Es? Experience Excitement Education Engagement

Engagement

What is at the center of the Wheel of Social Media Engagement? Connection Media Engagement Society

Engagement

What is a fundamental component of the timeliness effect in social media engagement? Engaging the customer at the right time and place Finding customers from any location Having followers share information with their social media contacts Allowing buyers to exchange information with others

Engaging the customer at the right time and place

Which of the following are app pricing models for generating revenue? (Select all that apply.) Volume pricing Freemium Paid apps Ad-supported

Freemium Paid apps Ad-supported

Which statements about mobile marketing are true? (Select all that apply.) Mobile app downloads are expected to decrease. Global mobile downloads and in-app revenues are in the billions of dollars. A majority of people in the United States who have smartphones use them to make purchases. Most downloaded apps are free.

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

What are components of the information effect in social media engagement? (Select all that apply.) Identifying the context and receiver of content Serving as a means by which people can share their interests with each other Spreading relevant information through various channels Engaging the customer at the right place and time

Identifying the context and receiver of content Spreading relevant information through various channels

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 "Fake news" that appears on the company website Mobile apps used to communicate personalized offers Games based on a product or brand

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

Technologies that allow communication with customers include which of the following? (Select all that apply.) Instant messaging Live chat E-mail Search engine marketing (SEM)

Instant messaging Live chat E-mail

What is an effective way for digital marketers to use content? Narrow the content to suit the target market specifically. Intrigue visitors by making them question the purpose of the content. Ensure all content is directly about the firm's products or services. Refrain from answering questions directly.

Narrow the content to suit the target market specifically.

What is an effective way for digital marketers to use content? Refrain from answering questions directly. Narrow the content to suit the target market specifically. Ensure all content is directly about the firm's products or services. Intrigue visitors by making them question the purpose of the content.

Narrow the content to suit the target market specifically.

Which are components of the Wheel of Social Media Engagement? (Select all that apply.) Network Information Commenting Communication Dynamic

Network Information Dynamic

______ measure the number of times a website page is seen by any site visitor. Bounce rates Page views Conversions Hits

Page views

What are fundamental ideas behind the connected effect in social media engagement? (Select all that apply.) Users' interests and participation in online groups change over time. People have an innate need to connect with others. Social media serve as a mechanism for people to share information with others. The connection in social media is bidirectional.

People have an innate need to connect with others. Social media serve as a mechanism for people to share information with others. The connection in social media is bidirectional.

Which outlets allow marketers opportunities to listen to their customers? (Select all that apply.) Corporate blogs without a comment feature Personal blogs Review sites Social networks

Personal blogs Review sites Social networks

Which statements about social media are true? (Select all that apply.) Social media facilitate interpersonal interactions. Social media can be important components of an integrated marketing communications strategy. Social media include online but not mobile technology. Social media are used by marketers and customers to share many kinds of information.

Social media facilitate interpersonal interactions. 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.

What are fundamental components of the dynamic effect in social media engagement? (Select all that apply.) The way in which people's interests and participation in online groups change over time 24/7 availability from any location The innate need people have to communicate with others An active back-and-forth exchange that promotes further interaction

The way in which people's interests and participation in online groups change over time An active back-and-forth exchange that promotes further interaction

What best characterizes the buying habits of the most loyal customers? They generally use multiple channels to make purchases. They make fewer demands for consistency of service. They usually search online but visit a physical store to make their purchase. They often prefer using desktops to mobile apps to make purchases.

They generally use multiple channels to make purchases.

What best characterizes the buying habits of the most loyal customers? They often prefer using desktops to mobile apps to make purchases. They usually search online but visit a physical store to make their purchase. They generally use multiple channels to make purchases. They make fewer demands for consistency of service.

They generally use multiple channels to make purchases.

What is the basic goal of any website? To persuade users to make a purchase To convince users to engage with content To get users to follow the company on social media To maximize advertising revenue per click

To convince users to engage with content

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

social

What is an example of a contextual element? Live chat Buy buttons Customer testimonials Website design

website design