MKT 3000- chapter 3

GE listens to its customers through various forms of social media. To analyze this content in terms of its favorableness or unfavorableness, GE can use a technique known as 1. page views. 2. sentiment analysis. 3. social reach. 4. conversion rates. 5. keyword analysis.

2. sentiment analysis

The video refers to "follower growth" as one of the key measures SBC uses to evaluate social media success. "Follower growth," as described in the video, is most closely related to which measure of social media engagement discussed in the text? 1. sentiment analysis 2. page views 3. conversion rate 4. keyword analysis 5. bounce rate

3. conversion rate

In the 4E framework, Dell understands the importance of _______, which leads to action, the potential for a relationship, and possibly even loyalty and commitment. 1. enhancement 2. education 3. engagement 4. experience 5. excitement

3. engagement

In the video, SBC's social media manager explains why SBC maintains multiple Instagram and Facebook accounts, instead of just one of each, in order to engage its customers. His explanation is most closely related to which element of the Wheel of Social Media Engagement? 1. network effect 2. timeliness effect 3. information effect 4. engagement effect 5. dynamic effect

3. information effect

Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into? 1. location-based 2. microblog 3. media-sharing 4. social network 5. thought-sharing

3. media-sharing

Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by "robot" software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a 1. media-sharing site. 2. sentiment analyzer. 3. microblog 4. corporate blog. 5. freemium app.

3. microblog

Spirit analyzes customers' posts in the "Hate Thousand Miles" campaign, categorizing posts according to the airline and issue being discussed. This is an example of 1. conversion rating. 2. hit rating. 3. sentiment analysis. 4. keyword analysis. 5. in-app analysis.

3. sentiment analysis

The "Hate Thousand Miles" campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media? 1. Exploration 2. Education 3. Experience 4. Engagement 5. Excitement

4. engagement

Which of the following does Dell use in its social media strategy? 1. LinkedIn 2. blogs 3. Twitter 4. Facebook 5. All of the answers are correct.

5. all of the answers are correct

One way GE could use technology to increase access to its services and build customer connections would be to use 1. thought-sharing sites. 2. social networking sites. 3. mobile apps. 4. media-sharing sites. 5. any or all of these.

5. any or all of these

The "Hate Thousand Miles" campaign seeks consumers' attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media? 1. Education 2. Exploration 3. Engagement 4. Experience 5. Excitement

5. excitement

One advantage of using Facebook is that it gives Dell the ability to 1. carefully target different segments. 2. tweet with customers. 3. offer users gamified apps. 4. facilitate crowd-sourced suggestions. 5. significantly lower its costs.

1. carefully target different segments

One important metric when analyzing social media effectiveness is ________, the percentage of visitors or potential customers who take the action the marketer wanted them to take. 1. conversion rates 2. page views 3. click paths 4. click rates 5. hits

1. conversion rates

Red Bull uses social media extensively to promote its edgy brand image, but according to the case it seems to do very little on social media to communicate information about its actual product. Based on this observation, which element of the 4E framework seems least important to Red Bull? 1. education 2. excitement 3. engagement 4. elaboration 5. extremity

1. education

GE Healthymagination uses Facebook, which is a social networking site. Social networking sites are ideally stimulating which of the four Es in the 4E framework? 1. Excitement 2. Experience 3. Entertainment 4. Engagement 5. Education

1. excitement

Marketers often scan social media to learn more about what customers think. __________ is a technique in which data from a variety of online sources is used to collect consumer comments about companies and their products. 1. Sentiment analysis 2. Cost-per-click marketing 3. Click-path analysis 4. Page-view analysis 5. Conversion-rate analysis

1. sentiment analysis

Once consumers arrive at GE's social media sites, GE must _____ them about its value proposition and related benefits. 1. engage 2. educate 3. entertain 4. excite 5. blog with

2. educate

Suppose that Red Bull offered a mobile, game-based app focused on extreme sports. Consumers could download the app at no cost, but to enhance game performance or to continue beyond a certain stage, they would need to purchase virtual cans of Red Bull from within the app for $0.99. This would be an example of which type of app? 1. paid app 2. freemium app 3. add-supported app 4. free app 5. paid app with in-app purchases

2. freemium app