SB Ch3

What are the three stages of the social media engagement process? Multiple select question. -Analyze -Do -Listen -Anticipate

-Analyze -Do -Listen

Which of the following are critical elements of the 7C framework for online marketing? Multiple select question. -Communication -Conversion -Commerce -Cost-effectiveness -Content

-Communication -Commerce -Content

What are components of the Wheel of Social Media Engagement? Multiple select question. -Dynamic -Commenting -Network -Information -Communication

-Dynamic -Network -Information

What are examples of social media content that businesses can effectively leverage to excite customers? Multiple select question. -Games based on a product or brand -Mobile apps used to communicate personalized offers -Information on Facebook used to communicate deals -"Fake news" that appears on the company website

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

What are elements of the 4E framework? Multiple select question. -Encourage customers to explore a variety of websites before making choices. -Give customers an opportunity to engage with their social network. -Educate customers about offers. -Excite customers with relevant offers. -Help customers to experience products.

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

What are components of the information effect in social media engagement? Multiple select question. -Engaging the customer at the right place and time -Identifying the context and receiver of content -Serving as a means by which people can share their interests with each other -Spreading relevant information through various channels

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

What are reasons why mobile marketing is increasingly important for marketers? Multiple select question. -Mobile app downloads are growing. -Consumers spend billions of dollars using apps. -App functionality has plateaued, making supplemental marketing crucial. -The majority of people who own smartphones make purchases on these devices.

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

Which statements about mobile marketing are true? Multiple select question. -Most downloaded apps are free. -A majority of people in the United States who have smartphones use them to make purchases. -Mobile app downloads are expected to decrease. -U.S. mobile downloads and in-app revenues are in the billions of dollars.

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

What technologies allow marketers opportunities to listen to their customers? Multiple select question. -Opinion polls -Corporate blogs without a comment feature -Review sites -Social networks

-Opinion polls -Review sites -Social networks

What are fundamental ideas behind the connected effect in social media engagement? Multiple select question. -People have an innate need to connect with others. -Users' interests and participation in online groups change over time. -Social media serve as a mechanism for people to share information with others. -The connection in social media is bidirectional.

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

Social media marketing is used by marketers to accomplish what? Multiple select question. -Increase the efficiency of the supply chain. -Increase the price of the product or service offered. -Remind buyers about the brand and its benefits. -Communicate the value proposition of the brand.

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

Which statements about social media are true? Multiple select question. -Social media are used by marketers and customers to share many kinds of information. -Social media include online but not mobile technology. -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. -Social media can be important components of an integrated marketing communications strategy. -Social media facilitate interpersonal interactions.

What are components of the information effect in social media engagement? Multiple select question. -Spreading relevant information through various channels -Identifying the context and receiver of content -Serving as a means by which people can share their interests with each other -Engaging the customer at the right place and time

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

What are fundamental components of the dynamic effect in social media engagement? Multiple select question. -The way in which people's interests and participation in online groups change over time -An active back-and-forth exchange that promotes further interaction -The innate need people have to communicate with others -24/7 availability from any location

-The way in which people's interests and participation in online groups change over time -An active back-and-forth exchange that promotes further interaction

What includes "freemium" and "paid" types? -App pricing models -Network effects -Context elements -Corporate blogs

App pricing models

What is most relevant to the information effect? -Context -Networking -Reach -Timeliness

Context

What is the first step in the 7C framework? -Core goals -Community -Connection -Context elements

Core goals

What type of online channel is most relevant to the goal of helping consumers experience a product or service? -Informational blogs -Facebook ads -Ecommerce channels -Entertainment websites

Ecommerce channels

What is at the center of the Wheel of Social Media Engagement? -Connection -Engagement -Society -Media

Engagement

What are fundamental components of the timeliness effect in social media engagement? -Allowing buyers to exchange information with others -Finding customers from any location -Engaging the customer at the right time and place -Having followers share information with their social media contacts

Engaging the customer at the right time and place

What answer best describes showrooming? -Moving all commerce operations into a virtual space -Attending temporary "pop-up" sales events that are then disassembled -Examining merchandise in a brick and mortar store and buying it inside the store -Examining merchandise in a brick-and-mortar store then buying it online

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

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

False

______ are the total requests for a page for the initial approach. -Conversion rates -Page views -Click paths -Hits

Hits

What type of online channel is most relevant to the goal of educating consumers? -Ecommerce channels -Informational blogs -Social media comments -Entertainment websites

Informational blogs

What is the first stage of the social media engagement process? -Listen -Anticipate -Analyze -Do

Listen

____ measure the number of times a website page is seen by any site visitor. -Bounce rates -Page views -Conversions -Unique visitors

Page views

____ 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

Education, the second E of the 4E framework, includes reminding people what they already know. -True -False

True

What is the best definition of dynamic in the term dynamic effect? -Vibrant and constantly changing -Unpredictable and dangerous -Simultaneously negative and positive -Time-dependent and urgent

Vibrant and constantly changing

What is not a pricing model for apps? -Volume pricing -Freemium -Paid apps -Ad-supported

Volume pricing

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? -iTunes audio samples -Blogs -YouTube videos -Outdoor billboards

YouTube videos

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

connected

The final step in the social media engagement process is known as the ____ stage. -evaluate -do -listen -analyze

do

In the 4E framework for social media, when attempting to ____ the customer, a firm encourages the customer to offer feedback. -engage -examine -excite -educate

engage

The 4E framework includes giving customers an opportunity to ____ the firm's digital marketing activities. -negate the need for -control -engage with -ignore

engage with

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 -give an experience to -educate -engage

excite

Engagement with the customer is designed to ____. -foster loyalty -teach the customer about the product -give the customer the experience of the product -create envy

foster loyalty

After firms analyze the data they have accumulated, they must ____. -implement what they have learned -perform a sentiment analysis -listen to their customers -gather information about customer habits

implement what they have learned

The first stage in the social media engagement process is known as the ____ stage.

listen

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

social

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

timeliness