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