Marketing Chapter 3

What are fundamental components of the dynamic effect in social media engagement? (Select all that apply.)

-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

What are the three stages of the social media engagement process? (Select all that apply.)

-Analyze -Do -Listen

Social media marketing is used by marketers to accomplish which of the following? (Select all that apply.)

-Communicate the value proposition of the brand -Remind buyers about the brand and its benefits

Which of the following are critical elements of the 7C framework for online marketing? (Select all that apply.)

-Communication -Commerce -Content

Technologies that allow communication with customers include which of the following? (Select all that apply.)

-E-mail -Instant messaging -Live chat

What are elements of the 4E framework? (Select all that apply.)

-Excite customers with relevant offers. -Give customers an opportunity to engage with their social network. -Help customers to experience products. -Educate customers about offers.

What are components of the information effect in social media engagement? (Select all that apply.)

-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.)

-Mobile apps used to communicate personalized offers -Games based on a product or brand -Information on Facebook used to communicate deals

Which are components of the Wheel of Social Media Engagement? (Select all that apply.)

-Network -Dynamic -Information

Which statements about the way consumers make online purchases are true? (Select all that apply.)

-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? (Select all that apply.)

-Social media can be important components of an integrated marketing communications strategy. -Social media facilitate interpersonal interactions. -Social media are used by marketers and customers to share many kinds of information.

Which outlets allow marketers opportunities to listen to their customers? (Select all that apply.)

-Social networks -Personal blogs -Review sites

What are fundamental ideas behind the connected effect in social media engagement? (Select all that apply.)

-The connection in social media is bidirectional. -Social media serve as a mechanism for people to share information with others. -People have an innate need to connect with others.

What are components of the network effect in social media engagement? (Select all that apply.)

-The speed at which information spreads through social media -The exponential impact of having people share information with their social media contacts

Where should keywords be placed in order to be most effective? (Select all that apply.)

-Web pages -Page titles -URLs

______ is a technique for analyzing consumer-generated content from a variety of social media sites to summarize customer attitudes and preferences.

Sentiment analysis

Why might marketers use location-based software and applications?

To bring a relevant offer to the customer while he or she is in a store

What is the basic goal of any website?

To convince users to engage with content

The social-media equivalent of a personal journal or diary is called a(n) ______.

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 ______.

bounce rate

During the development and implementation of a social media marketing campaign, step three is to ensure that adequate ______ is developed to support the campaign.

budgeting

What is most helpful to know when trying to understand how visitors navigate a site?

click paths

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

connected

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

The ______ rate is the percentage of visitors or potential customers who take the action the marketer wanted them to take, such as making a purchase, downloading a report, or subscribing to a newsletter.

conversion

What is the first step in the 7C framework?

core goals

The term for all online marketing activities, including social media and mobile marketing, is ______.

digital marketing

The final step in the social media engagement process is known as the ______ stage.

do

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.

engage

The 4E framework includes giving customers an opportunity to ______ the firm's digital marketing activities.

engage with

The concept of connection is most closely related to which of the 4Es?

engagement

What is at the center of the Wheel of Social Media Engagement?

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

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

false

Engagement with the customer is designed to ______.

foster loyalty

______ are the total requests for a web page and are used as a measure of Internet traffic.

hits

After firms analyze the data they have accumulated, they must ______.

implement what they have learned

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 ______.

sentiment analysis

______ is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price.

showrooming

Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as _____ media.

social

When deciding on contextual elements, it is useful to identify which of the following?

target market

What is the best definition of a blog?

An online journal enabling people to share their thoughts

What is a fundamental component of the timeliness effect in social media engagement?

Engaging the customer at the right time and place

Which answer best describes showrooming?

Examining merchandise in a brick-and-mortar store then buying it online

What takes place during the fourth step, or development phase, of a digital marketing campaign?

Experimentation and engagement

What adjective best describes the network effect?

Exponential

What is the first stage of the social media engagement process?

listen

______ measure the number of times a website page is seen by any site visitor.

page views

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

Website design, blogging, and search engine optimization are prominent activities associated with which of the following?

Digital marketing

What would qualify as a conversion?

Making a purchase

What is an effective way for digital marketers to use content?

Narrow the content to suit the target market specifically.

What best characterizes the buying habits of the most loyal customers?

They generally use multiple channels to make purchases

True or false: Goals form the basis of any marketing strategy.

True

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?

YouTube videos

In general, what adjective best describes a site with a high bounce rate?

ineffective

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.

keyword

The ability to engage with the customer at the right place and time is known as the ______ effect

timeless

True or false: Educating consumers includes reminding people what they already know.

true

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

true

What is an example of a contextual element?

website design