MKT CHAPTER 3 STUDY SET
One advantage of using Facebook is that it gives Dell the ability to
carefully target different segments.
The outcome of social media that satisfies humans' innate need to connect with other people is known as the ______ effect.
connected
Facebook Groups allows users who have similar interests to interact and form a community. What effect does this represent?
connected effect
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?
content
The impact of the information effect depends on its ______
context
What should GE do as the final step in its Healthymagination social media marketing campaign?
monitor and change
A person who wishes to fulfill the need for "me time" would most likely download which app?
netflix
Aaron's company recently launched a campaign to promote a new product. It is Aaron's job to monitor customer feedback from various social media sources to see whether or not the new product is garnering favorable reviews. The technique for measuring this type of data is called ________ analysis
sentiment
Dell analyzes data from social media to collect consumer comments about its products and company. Dell can then further analyze the data to distill customer attitudes and preferences. This technique is called
sentiment analysis
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
sentiment analysis
Marketers analyze comments posted by consumers on sites such as Facebook, Twitter, and online blogs to assess the favorability or unfavorability about a company and its products in a process known as
sentiment analysis
Showrooming is associated with apps designed to fulfill which primary motivation?
shop
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as ______ media.
social media
In China, the app Weixin allows users to send videos, photos, messages, web links, status updates, and news. This app meets people's need to
socialize
When deciding on contextual elements, you should identify your ______
target market(s)
The ability to engage with the customer at the right place and time is known as the ______ effect
timeliness
Which statements about mobile marketing are true?
- Global mobile downloads and in-app revenues are in the billions of dollars. - Most downloaded apps are free. - A majority of people in the United States who have smartphones use them to make purchases.
What are examples of social media content that businesses can effectively leverage to excite customers?
- Information on Facebook used to communicate deals - Mobile apps used to communicate personalized offers - Games based on a product or brand
Social media marketing is used by marketers to accomplish which of the following?
- 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?
- Searches made via desktop computers have higher conversion rates than those made via mobile apps. - Consumers use desktop computers more often than mobile apps
Which statements about social media are true?
- 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.
What are fundamental ideas behind the connected effect in social media engagement?
- Social media serve as a mechanism for people to share information with others. - People have an innate need to connect with others. - The connection in social media is bidirectional.
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 components of the network effect in social media engagement?
- The exponential impact of having people share information with their social media contacts - The speed at which information spreads through social media
Which are reasons why mobile marketing is increasingly important for marketers?
- The majority of people who own smartphones make purchases on these devices. - Consumers spend billions of dollars using apps. - Mobile app downloads are growing.
What are fundamental components of the dynamic effect in social media engagement?
- 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
Technologies that allow communication with customers include which of the following?
Instant messaging Live chat E-mail
What are the three stages of the social media engagement process?
Listen Analyze Do
How does a microblog differ from a personal blog?
Microblogs allow people to share their thoughts, opinions, and feelings with the entire world, while personal blogs are created by and usually for individuals
Which outlets allow marketers opportunities to listen to their customers?
Personal blogs Review sites Social networks
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 an example of a contextual element?
Website design
Sal wants to create a vivid experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be the most useful to him?
YouTube videos
"Freemium" and "paid" are examples of ______
app pricing models
The social-media equivalent of a personal journal or diary is called a(n) ______
blog
Which of the following are critical elements of the 7C framework for online marketing?
context, context elements, content, community, communication, commerce, connection
What is the first step in the 7C framework?
core goals
Dell has several blogs. Its flagship blog is Direct2Dell, which is a _______ blog
corporate
What type of blogs are central to their digital marketing efforts?
corporate blogs
A person who has downloaded the Flipboard app on his or her smartphone to get full-screen magazines, multiple news and entertainment sources, entertainment, local news, and business news is attempting to fulfill which motivation for using a mobile application?
discovery
The final step in the social media engagement process is known as the ______ stage
do
Once consumers arrive at GE's social media sites, GE must _____ them about its value proposition and related benefits
educate
Within the 4E framework for social media, the ultimate goal of a firm is to ______ the customer.
engage
In the 4E framework, Dell understands the importance of _______, which leads to action, the potential for a relationship, and possibly even loyalty and commitment
engagement
The concept of connection is most closely related to which of the 4Es?
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
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?
excitement
Red Letter Days encourages Facebook and Twitter followers to post pictures with their mothers and tell why she deserves a day off and a chance to win a free lunch at a top London restaurant. In doing so, the restaurant is focusing on which aspect of the 4E framework?
exciting
Being able to download a chapter of a new book before buying it or trying out a software option for a month before purchasing are examples of which aspect of the 4E framework?
experience the product or service
What adjective best describes the network effect?
exponential
Which of the following does Dell use in its social media strategy?
facebook blogs linkedin twitter
True or false: The only way to experience a product or service for sale is to actually purchase it.
false
The total requests for a web page and are used as a measure of Internet traffic are called ______
hits
After firms analyze the data they have accumulated, they must ______
implement what they have learned
When a game or app prompts users to make purchases to enhance the app or game, it is referred to as a(n)
in-app purchase
The company that you work for, Fast Rockets, wants to analyze data that come from other sites, such as measuring where people have come from to get to Fast Rocket's site. What would you recommend that your company use to determine how people searched the Internet to find its products?
keyword analysis
What is the first stage of the social media engagement process?
listen
One advantage for Dell in using blogs is ______ to customers while engaging in conversation that builds better relationships
listening
The first stage of the social media engagement process is ______, which helps marketers determine their digital marketing objectives.
listening
______ measure the number of times a website page is seen by any unique site visitor
page views
To get customers excited about a digital offer, the offer must be
relevant and aimed at a target audience
True or false: Educating consumers includes reminding people about what they already know.
true
True or false: Goals form the basis of any marketing strategy.
true
Through social media connections, marketers and customers share information by...
uploading pictures, music, and videos.
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?
A call-to-action button
What is the best definition of dynamic in the term dynamic effect?
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
What is an effective way for digital marketers to use content?
Align the content to suit the target market specifically
Which digital marketing outlet would fall under the category of a "thought-sharing site"?
American Express Open Forum
What is the best definition of a blog?
An online journal enabling people to share their thoughts
Which are components of the Wheel of Social Media Engagement?
Dynamic Information Network
What is at the center of the Wheel of Social Media Engagement?
Engagement
What is a fundamental component of the timeliness effect in social media engagement?
Engaging the customer at the right time and place
Which of the following are app pricing models for generating revenue?
Freemium Ad-supported Paid apps
Which of the following is GE using in the Healthymagination social media campaign?
GE uses all of these social media platforms
Engagement with the customer is designed to ______
foster loyalty
