Marketing (Beecher) Smartbook Chapter 3

The outcome of social media that satisfies humans' innate need to connect with other people is known as the _______ effect. (Enter one word in the blank.)

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

Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as ____.

crowdsourcing

Asking users to submit ideas for a new product or service, and/or comment and vote on the ideas submitted by others, is known as _______.

crowdsourcing

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

digital marketing

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

digital marketing

What type of online channel is most relevant to the goal of helping consumers experience a product or service?

e-commerce channels

Which of the 4Es explains why corporate blogs tolerate negative customer posts?

engagement

Which of the following 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

What adjective best describes the network effect?

exponential

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

false

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

implement what they have learned

What allows customers to pay a small amount of money in order to enhance an app or game?

in-app purchases

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

ineffective

Which of the following types of online channel is most relevant to the goal of educating consumers?

informational websites

Suppose that your university wants to know how website visitors find the university's site. The university can use ______ analysis to dete

keyword

The first stage of the social media engagement process is _______, which helps marketers determine their digital marketing objectives.

listen

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

listen

What would qualify as a conversion?

making a purchase

The process by which a search engine determines the ranking of search results is called a(n) ______ search.

organic

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

page views

What is the app pricing model that offers full functionality once a payment is made?

paid apps

What type of blog has the fewest marketing implications?

personal

Which of the following types of bloggers are being trusted by consumers while purchasing products and services?

professional

What is the best definition of a blog?

An online journal enabling people to share their thoughts

Which statement supports the argument that search engine marketing (SEM) is important?

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

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 Video

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

Ad-supported apps are free to download but are monetized through the use of ______.

advertisements

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

align the content to suit the target market specifically

"Freemium" and "paid" are examples of ______.

app pricing models

Technology that allows companies to detect where customers are at each moment through their smartphones is known as ______ technology.

beacon

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 (immediately after identifying the target audience) is to ensure that adequate ______ is developed to support the campaign.

budgeting

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

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

Sentiment analysis

Which of the following is true of the most loyal customers?

They generally use multiple channels to make purchases.

Why might marketers use location-based software and applications? (Choose every correct answer.)

To bring a relevant offer to customers while they are in a store

What show how users move through, or navigate, the pages of a website?

click paths

Within the 4E framework for social media, the ultimate goal of a firm is to ______ the customer.

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

Engagement with the customer is designed to ______.

foster loyalty

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

hits

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

What is the most popular need users satisfy through apps?

"Me time"

In order for companies to use beacon technology effectively, which of the following are necessary? (Choose every correct answer.)

-A mobile user base -Customers who are willing to share their location with the company

Which of the following are app pricing models for generating revenue? (Select all that apply.)

-Ad-supported -Paid apps -Freemium

What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.)

-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

Social media marketing is used by marketers to accomplish which of the following? (Choose every correct answer.)

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

Which are reasons why mobile marketing is increasingly important for marketers? (Choose every correct answer.)

-Consumers spend billions of dollars using apps. -The majority of people who own smartphones make purchases on these devices. -Mobile app downloads are growing.

Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.)

-Content -Commerce -Communication

What are effective uses of corporate blogs? (Choose every correct answer.)

-Engaging customers through two-way dialog -Creating excitement when discussing new products and promotions -Educating customers about products and services

What are elements of the 4E framework? (Choose every correct answer.)

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

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

-Identifying the context and receiver of content -Spreading relevant information through various channels

Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.)

-Information -Network -Dynamic

What are examples of social media content that businesses can effectively leverage to excite customers? (Choose every correct answer.)

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

Which of the following are examples of technologies that allow communication with customers? (Check all that apply.)

-Live chat -E-mail -Instant messaging

Which statements about mobile marketing are true? (Choose every correct answer.)

-Most downloaded apps are free. -A majority of people in the United States who have smartphones use them to make purchases. -Global mobile downloads and in-app revenues are in the billions of dollars.

Where should keywords be placed in order to be most effective? (Choose every correct answer.)

-Page titles -URLs -Web pages

Which outlets allow marketers opportunities to listen to their customers? (Choose every correct answer.)

-Review sites -Social networks -Personal blogs

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? (Choose every correct answer.)

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

Which of the following are fundamental ideas behind the connected effect in social media engagement? (Check 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.

Which two statements about ad-supported apps are true? (Choose every correct answer.)

-They generate revenue while users interact with them. -Ads appear on screen while they are being used.

Which are among the seven primary needs that apps meet? (Choose every correct answer.)

-To discover -To accomplish -To self-express

What are the three stages of the social media engagement process? (Choose every correct answer.)

-listen -analyze -do

What are components of the network effect in social media engagement? (Choose every correct answer.)

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

How much control do companies generally have over the content on corporate blogs that allow customers to respond to posts?

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?

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

How does the freemium app Candy Crush Saga generate revenue?

After you lose your five free lives, you buy lives in order to immediately continue.

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

Digital marketing

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

Engaging the customer at the right time and place

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

Paid

What pricing model requires the consumer to initially pay to download the app and then offers the ability to buy additional functionality?

Paid apps with in-app purchases

What type of blog is written by people who review and give recommendations on products and services and are sometimes compensated for doing so?

Professional

What is true about the effect of relevant keywords on online search results?

Relevant keywords improve the ranking of a page or site.

_______ 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

What is the basic goal of any website?

To convince users to engage with content

What is the main purpose of search engine marketing (SEM)?

To increase the visibility of a firm in 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 ______.

sentiment analysis

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

social

When deciding on contextual elements, you should identify your ______.

target markets

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

Ling is engaged in crowdsourcing. In what is she most interested?

users' ideas