Grewal Marketing Chapter 3
What is a microblog?
A blog service that only supports short posts
Alan wants to upgrade his look before a job interview. A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive "custom fit" feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes where provides was which of the 4E frameworks?
experience
According to the text, which of the following has earned the highest Klout score?
justin beiber
What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?
may limit exposure if ad
What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?
may limit exposure if ad is very successful
Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan's position can be described as a
online customer service representative
Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she's much too busy to bother with Facebook. What segment of social networking users does Michaela belong to?
professionals
From a marketing perspective, what role is played by professional bloggers?
reviewing and giving product reccomendations
Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is
timely management of twitter
Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is
timely management of twitter accounts
One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's
conversion rate
Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to?
bonders
While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework?
educate
Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers?
engage
Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing.
excite
