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