Marketing chap. 3
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 since companies retain editorial control over the content posted
Which statements about mobile marketing are true?
A majority of people in the United States who have smartphones use them to make purchases. Most downloaded apps are free. U.S. mobile downloads and in-app revenues are in the billions of dollars.
What is the first step in the 7C framework?
Core goals
What blog is the average consumer least likely to trust?
Corporate blog
What are effective uses of corporate blogs?
Developing long-term relationships by addressing positive and negative comments Educating customers about products and services Connecting and engaging with customers by discussing new products and promotions
What are the three stages of the social media engagement process?
Do, analyze, listen
What type of online channel is most relevant to the goal of helping consumers experience a product or service?
E commerce Channels
In the 4E framework for social media, when attempting to ______ the customer, a firm encourages the customer to offer feedback.
Engage
To which of the 4Es is connection most closely related?
Engagement
Which of the 4Es explains why corporate blogs tolerate negative customer posts?
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
What is most relevant to the information effect?
Information
What type of online channel is most relevant to the goal of educating consumers?
Informational blogs
What are examples of social media content that businesses can effectively leverage to excite customers?
Mobile apps used to communicate personalized offers Information on Facebook used to communicate deals Games based on a product or brand
What is an effective way for digital marketers to use content?
Narrow the content to suit the target market specifically.
What concept can be used to explain why using good keywords are essential?
Organic Search
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
The social-media equivalent of a personal journal or diary is called a(n)
Personal blog
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 organic ranking of a page or site.
Social media marketing is used by marketers to accomplish what?
Remind buyers about the brand and its benefits. Communicate the value proposition of the brand.
Marketers find personal blogs useful because they help marketers do which of the following?
Respond to customer concerns and complaints. Track what is going on in the marketplace.
Which statement supports the argument that search engine marketing (SEM) is important?
Search engine users generally read only the first few search results.
Which statements about social media are true?
Social media can be important components of an integrated marketing communications strategy. Social media are used by marketers and customers to share many kinds of information. Social media facilitate interpersonal interactions.
Somewhat dependent on context
Somewhat dependent on context
What are components of the information effect in social media engagement?
Spreading relevant information through various channel Serving as a means by which people can share their interests with each other Identifying the context and receiver of content
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 necessary in order for beacon technology to work?
Substantial numbers of competitors within the same geography A mobile user base Customers who are willing to share their location with a retailer
What are fundamental ideas behind the connected effect in social media engagement?
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 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 the main purpose of search engine marketing (SEM)?
To increase the visibility of a firm in search results
True or false: Education, the second E of the 4E framework, 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
In which places can keywords be used effectively?
URLs Web pages Page titles
Ling is engaged in crowdsourcing. In what is she most interested?
Users' ideas
What is an example of a contextual element?
Website Layout
Sal wants to create a vivid and engaging experience of his company's product, a floor-sweeping robot, for online consumers. Which medium would be most useful to him?
YouTube videos
When deciding on contextual elements, it is useful to identify which of the following?
Your target market(s)
The social-media equivalent of a personal journal or diary is called a(n)
blog
Lordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her?
call to action button
Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?
content
critical elements of the 7C framework for online marketing?
context, context elements, content, community, communication, commerce, connection
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
crowd-sourcing
The 4E framework includes giving customers an opportunity to ______ the firm's digital marketing activities.
engage with
Engagement with the customer is designed to ______.
foster loyalty
are the total requests for a page for the initial approach.
hits
What are examples of technologies that allow communication with customers?
live chat, instant message, phone, email, and microblogging
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. Taco Bell is conducting ______.
sentiment analysis
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as
social media
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 the best definition of a blog?
An online journal enabling people to share their thoughts