Principles of Marketing Chapter 3

________ apps charge the customer an upfront price to download the app.

paid

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

B. a call-to-action button

Which of the following types of online channel is most relevant to the goal of educating consumers? A. informational websites B. entertainment blogs C. e-commerce channels D. social media comments

A. informational websites

What are the three stages of the social media engagement process? (Choose every correct answer.) A. listen B. analyze C. anticipate D. do

A. listen B. analyze D. do

What would qualify as a conversion? A. making a purchase B. probing deeper into a site C. bookmarking a page D. clicking on a search link

A. making a purchase

Which statements about mobile marketing are true? (Choose every correct answer.) A. most downloaded apps are free B. mobile app downloads are expected to decrease C. a majority of people in the united states who have smartphones use them to make purchases D. global mobile downloads and in-app revenues are in the billions of dollars

A. most downloaded apps are free C. a majority of people in the united states who have smartphones use them to make purchases D. global mobile downloads and in-app revenues are in the billions of dollars

Which outlets allow marketers opportunities to listen to their customers? (Choose every correct answer.) A. personal blogs B. social networks C. review sites D. corporate blogs without a comment feature

A. personal blogs B. social networks C. review sites

What is most helpful to know when trying to understand how visitors navigate a site? A. click paths B. conversion rates C. page views D. bounce rates

A. click paths

What is the first step in the 7C framework? A. context elements B. core goals C. community D. connection

B. core goals

The process by which a search engine determines the ranking of search results is called a(n) ______ search. A. corporate B. context C. personal D. organic

D. organic

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

False

The ______ effect of social media engagement is concerned with the firm being able to engage with the customer at the right place and time.

Timeliness

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

True or false: Location-based applications are an effective way of targeting customers before they make a purchase decision.

True

Which of the following are fundamental ideas behind the connected effect in social media engagement? (Check all that apply.) A. social media serve as a mechanism for people to share information with others B. the connection in social media is bidirectional C. users' interests and participation in online groups change over time D. people have an innate need to connect with others

A. social media serve as a mechanism for people to share information with others B. the connection in social media is bidirectional D. people have an innate need to connect with others

Rahim is looking for ways to increase communication with customers through his company's website. Which of the following would be most helpful? A. adding an instant messaging function B. revamping the look and feel of the website C. reducing the number of blogs on the website D. improving the use of keywords in website content

A. adding an instant messaging function

Which two statements about ad-supported apps are true? (Choose every correct answer.) A. ads appear on screen while they are being used B. they account for the majority of revenue that is generated by apps C. they must be purchased for downloading D. they generate revenue while users interact with them

A. ads appear on screen while they are being used D. they generate revenue while users interact with them

Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.) A. commerce B. context C. conversion D. communication E. cost-effectiveness

A. commerce B. context D. communication

The impact of the information effect depends on its ______. A. context B. connectivity C. reach D. timeliness

A. context

Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.) A. dynamic B. communication C. information D. commenting E. network

A. dynamic C. information E. network

Within the 4E framework for social media, the ultimate goal of a firm is to ______ the customer. A. engage B. excite C. educate D. examine

A. engage

The 4E framework includes giving customers an opportunity to ______ the firm's digital marketing activities. A. engage with B. ignore C. negate the need for D. control

A. engage with

What are effective uses of corporate blogs? (Choose every correct answer.) A. engaging customers through two-way dialog B. educating customers about products and services C. creating excitement when discussing new products and promotions D. limiting blog content to reflect only positive customer experiences

A. engaging customers through two-way dialog B. educating customers about products and services C. creating excitement when discussing new products and promotions

What takes place during the fourth step, or development phase, of a digital marketing campaign? A. experimentation and engagement B. budgeting C. monitoring and changing D. identifying strategic goals

A. experimentation and engagement

What adjective best describes the network effect? A. exponential B. simple C. random D. negative

A. exponential

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

A. foster loyalty

Which of the following are app pricing models for generating revenue? (Select all that apply.) A. freemium B. paid apps C. volume pricing D. ad-supported

A. freemium B. paid apps C. ad-supported

What are elements of the 4E framework? (Choose every correct answer.) A. give customers an opportunity to engage with their social network B. help customers to experience products C. educate customers about offers D. encourage customers to explore a variety of websites before making choices E. excite customers with relevant offers

A. give customers an opportunity to engage with their social network B. help customers to experience the products C. educate customers about offers E. excite customers with relevant offers

The total requests for a web page and are used as a measure of Internet traffic are called ______. A. hits B. conversion rates C. click paths D. page views

A. hits

What allows customers to pay a small amount of money in order to enhance an app or game? A. in-app purchases B. ecommerce sites C. paid apps D. Ad-supported apps

A. in-app purchases

What are components of the network effect in social media engagement? (Choose every correct answer.) A. the speed at which information spreads through social media B. the exponential impact of having people share information with their social media contacts C. the provision of context for ad messages using customer data D. the processing of large amounts of customer information

A. the speed at which information spreads through social media B. the exponential impact of having people share information with their social media contacts

Which of the following is true of the most loyal customers? A. they generally use multiple channels to make purchases B. they make fewer demands for consistency of service C. they often prefer using desktops to mobile apps to make purchases D. they usually search online but visit a physical store to make their purchase.

A. they generally use multiple channels to make purchases

Which are among the seven primary needs that apps meet? (Choose every correct answer.) A. to discover B. to develop C. to disengage D. to accomplish E. to self-express

A. to discover D. to accomplish E. to self-express

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? A. youtube videos B. iTunes audio sample C. blogs D. outdoor billboards

A. youtube videos

How much control do companies generally have over the content on corporate blogs that allow customers to respond to posts? A. no control, because customers control the conversation entirely B. a high degree of control, because companies retain editorial control over the content posted C. A minor degree of control, because customers who visit the blog make most of the important editorial decisions D. Full control, because users generally do not find other customers' comments relevant

B. a high degree of control, because companies retain editorial control over the content posted

What is the best definition of dynamic in the term dynamic effect? A. simultaneously negative and positive B. active and constantly changing C. unpredictable and dangerous D. time-dependent and urgent

B. active and constantly changing

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

B. app pricing models

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio? A. connection B. content C. context elements D. communication

B. content

The term for all online marketing activities, including social media and mobile marketing, is ______. A. online optimization B. digital marketing C. traditional mass media D. mobile communications

B. digital marketing

What type of online channel is most relevant to the goal of helping consumers experience a product or service? A. entertainment websites B. e-commerce channels C. facebook ads D. informational blogs

B. e-commerce channels

Which of the following is at the center of the Wheel of Social Media Engagement? A. connection B. engagement C. media D. society

B. engagement

What are the components of the information effect in social media engagement? (Check all that apply.) A. engaging the customer at the right place and time B. identifying the context and receiver of content C. spreading relevant information through various channels D. serving as a means by which people can share their interests with each other

B. identifying the context and receiver of content C. spreading relevant information through various channels

What are examples of social media content that businesses can effectively leverage to excite customers? (Choose every correct answer.) A. "fake news" that appears on the company website B. information on Facebook used to communicate deals C. mobile apps used to communicated personalized offers D. games based on a product or brand

B. information on Facebook used to communicate deals C. mobile apps used to communicated personalized offers D. games based on a product or brand

What is the first stage of the social media engagement process? A. do B. listen C. analyze D. anticipate

B. listen

_____ measure the number of times a website page is seen by any unique site visitor. A. conversions B. page views C. hits D. bounce rates

B. page views

Which statement supports the argument that search engine marketing (SEM) is important? A. businesses with strong keywords may rely simply on their organic search results B. search engine users generally read only the first few search results C. During a paid search, businesses pay an additional fee every time a user clicks on their entries. D. Keywords are not useful if the content does not feature rich information.

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

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. In this example, Taco Bell is conducting ______. A. microblogging B. sentiment analysis C. extended network analysis D. content analysis

B. sentiment analysis

Which statements about social media are true? (Choose every correct answer.) A. social media include online but not mobile technology B. social media facilitate interpersonal interactions C. social media can be important components of an integrated marketing communications strategy D. social media are used by marketers and customers to share many kinda of information

B. social media facilitate interpersonal interactions C. social media can be important components of an integrated marketing communications strategy D. social media are used by marketers and customers to share many kinda of information

Why might marketers use location-based software and applications? (Choose every correct answer.) A. to share customers' personal information with other consumers B. to bring a relevant offer to customers while they are in a store C. to adjust pricing based on the customer's age D. to encourage users who are at home or at work to travel to a store

B. to bring a relevant offer to customers while they are in a store

What is the main purpose of search engine marketing (SEM)? A. to lobby search engines regarding the relevance of content B. to increase the visibility of a firm in search results C. to bypass the need for search engines D. to eliminate the need for paid searches

B. to increase the visibility of a firm in search results

Ling is engaged in crowdsourcing. In what is she most interested? A. negative comments B. Users' ideas C. context elements D. microblogging

B. users' ideas

Where should keywords be placed in order to be most effective? (Choose every correct answer.) A. paid apps B. web pages C. URLs D. page titles

B. web pages C. URLs D. page titles

What is the most popular need users satisfy through apps? A. socializing B. shopping C. "me time" D. education

C. "me time"

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

C. blog

When site visitors leave the site almost as soon as they arrive, perhaps after viewing just one page, the marketing manager will be concerned with the ______. A. click path B. conversion rate C. bounce rate D. page view

C. bounce rate

Social media marketing is used by marketers to accomplish which of the following? (Choose every correct answer.) A. increase the efficiency of the supply chain B. increase the price of the product or service offered C. communicate the value proposition of the brand D. remind buyers about the brand and its benefits

C. communicate the value proposition of the brand D. remind buyers about the brand and its benefits

The concept of connection is most closely related to which of the 4Es? A. excitement B. education C. engagement D. experience

C. engagement

Suppose that your university wants to know how website visitors find the university's site. The university can use ______ analysis to determine what types of searches people perform that lead them to the university's site. A. sentiment B. conversion rate C. keyword D. extended network

C. keyword

What is true about the effect of relevant keywords on online search results? A. relevant keywords are effective only when used as hashtags B. relevant keywords do not alter the search ranking of a page or site C. relevant keywords improve the ranking of a page or site D. relevant keywords are only effective for paid searches

C. relevant keywords improve the ranking of a page or site

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

C. searches made via desktop computer have higher conversion rates than those made via mobile apps D. consumers use desktop computer more often than mobile apps

What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.) A. the innate need people have to communicate with others B. 24/7 availability from any location C. the way in which people's interests and participation in online groups change over time D. an active back and forth exchange that promotes further interaction

C. the way in which people's interests and participation in online groups change over time D. an active back and forth exchange that promotes further interaction

What is an example of a contextual element? A. buy buttons B. live chat C. website design D. customer testimonials

C. website design

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

Connected

Ad-supported apps are free to download but are monetized through the use of ______. A. warnings B. purchases C. watermarks D. advertisements

D. advertisements

What is an effective way for digital marketers to use content? A. refrain from answering questions directly B. ensure all content is directly about the firm's products or services C. intrigue visitors by making them question the purpose of the content D. align the content to suit the target market specifically

D. align the content to suit the target market specifically

During the development and implementation of a social media marketing campaign, step three (immediately after identifying the target audience) is to ensure that adequate ______ is developed to support the campaign. A. strategizing B. monitoring C. experimenting D. budgeting

D. budgeting

Website design, blogging, and search engine optimization are prominent activities associated with which of the following? A. sales promotions B. traditional mass media C. product reviews D. digital marketing

D. digital marketing

Which of the 4Es explains why corporate blogs tolerate negative customer posts? A. excitement B. experience C. education D. engagement

D. engagement

What is a fundamental component of the timeliness effect in social media engagement? A. finding customers from any location B. allowing buyers to exchange information with others C. having followers share information with their social media contacts D. engaging the customer at the right time and place

D. engaging the customer at the right time and place

Which answer best describes showrooming? A. moving all commerce operation into a virtual space B. examining merchandise in a brick and mortar store and buying it inside the store C. attending temporary "pop-up" sales events that are then disassembled D. examining merchandise in a brick-and-mortar store then buying it online

D. examining merchandise in a brick-and-mortar store then buying it online

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. A. engage B. give an experience to C. educate D. excite

D. excite

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

D. implement what they have learned

What type of blog has the fewest marketing implications? A. professional B. nonprofit C. corporate D. personal

D. personal

What type of blog is written by people who review and give recommendations on products and services and are sometimes compensated for doing so? A. micro B. personal C. corporate D. professional

D. professional

______ is a technique for analyzing consumer-generated content from a variety of social media sites to summarize customer attitudes and preferences. A. media sharing B. show rooming C. app pricing D. sentiment analysis

D. sentiment analysis

When deciding on contextual elements, you should identify your ______. A. total budget B. primary competitors C. best product D. target markets

D. target markets

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

D. to convince users to engage with content