Principles of Marketing: Ch. 3 Prep

The "Hate Thousand Miles" campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media? A. Engagement B. Education C. Excitement D. Exploration E. Experience

A. Engagement

The "Hate Thousand Miles" campaign seeks consumers' attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media? A. Excitement B. Engagement C. Exploration D. Experience E. Education

A. Excitement

One advantage of using Facebook is that it gives Dell the ability to A. carefully target different segments. B. tweet with customers. C. offer users gamified apps. D. significantly lower its costs. E. facilitate crowd-sourced suggestions.

A. carefully target different segments.

Dell analyzes data from social media to collect consumer comments about its products and company. Dell can then further analyze the data to distill customer attitudes and preferences. This technique is called A. sentiment analysis. B. bounce rate analysis. C. click path analysis. D. conversion rate analysis. E. keyword analysis.

A. sentiment analysis.

Which of the following does Dell use in its social media strategy? A. blogs B. Dell uses all of these. C. LinkedIn D. Twitter E. Facebook

B. Dell uses all of these.

Spirit analyzes customers' posts in the "Hate Thousand Miles" campaign, categorizing posts according to the airline and issue being discussed. This is an example of A. conversion rating. B. sentiment analysis. C. hit rating. D. keyword analysis. E. in-app analysis.

B. sentiment analysis.

Dell has several blogs. Its flagship blog is Direct2Dell, which is a _______ blog. A. personal B. professional C. micro D. corporate E. macro

D. corporate

One advantage for Dell in using blogs is the ability to ______ customers, which is a key strength of thought-sharing social media sites. A. engage B. excite C. experience D. educate E. enthrall

D. educate

Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into? A. location-based B. social network C. microblog D. media-sharing E. thought-sharing

D. media-sharing

If Dell wanted to measure social media referred conversion rates and engagement metrics, which type of analytic would it use? A. advertising B. content C. conversion D. social E. mobile

D. social

In the 4E framework, Dell understands the importance of _______, which leads to action, the potential for a relationship, and possibly even loyalty and commitment. A. education B. enhancement C. experience D. excitement E. engagement

E. engagement

Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by "robot" software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a(n) A. media-sharing site. B. corporate blog. C. freemium app. D. sentiment analyzer. E. microblog.

E. microblog.

Read the hint for each person to determine the most appropriate form of social or mobile media that will best meet his or her needs. Drag that person's name to the appropriate space on the chart. 1. Facebook 2. LinkedIn 3. YouTube 4. Corporate Blog 5. Mobile apps 6. Gamified app A. Jorge B. Rita C. Jonas D. Lakeisha E. Dylan F. Brian

1. = B. 2. = C. 3. = D. 4. = F. 5. = A. 6. = E.