Chapter 3 Assignment for Module 12
The process by which a search engine determines the ranking of search results is called a(n) Blank______ search. Multiple choice question. context organic corporate personal
organic
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 Blank______. Multiple choice question. microblogging extended network analysis content analysis sentiment analysis
sentiment analysis
When deciding on contextual elements, you should identify your Blank______. Multiple choice question. total budget best product(s) target market(s) primary competitors
target market(s)
Ling is engaged in crowdsourcing. In what is she most interested? Multiple choice question. microblogging users' ideas negative comments context elements
users' ideas
What is the most popular need users satisfy through apps? Multiple choice question. "Me time" Education Socializing Shopping
"Me time"
Which are components of the Wheel of Social Media Engagement? (Choose every correct answer.) Multiple select question. Communication Dynamic Information Network Commenting
-Dynamic-Network-Information
Which are among the seven primary needs that apps meet? (Choose every correct answer.) Multiple select question. To self-express To discover To accomplish To develop To disengage
-To discover-To accomplish-To self-express
ordis wants to improve the element of connection on her firm's social media feed. What would be most helpful to her? Multiple choice question. A new ecommerce platform A new target market Search engine marketing (SEM) A call-to-action button
A call-to-action button
How much control do companies generally have over the content on corporate blogs that allow customers to respond to posts? Multiple choice question. A minor degree of control, because customers who visit the blog make most of the important editorial decisions No control, because customers control the conversation entirely Full control, because users generally do not find other customers' comments relevant A high degree of control, because companies retain editorial control over the content posted
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? Multiple choice question. Simultaneously negative and positive Active and constantly changing Unpredictable and dangerous Time-dependent and urgent
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? Multiple choice question. Revamping the look and feel of the website Improving the use of keywords in website content Adding an instant messaging function Reducing the number of blogs on the website
Adding an instant messaging function
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 BLANK
BLANK: Crowdsourcing
BLANK is a technique for analyzing consumer-generated content from a variety of social media sites to summarize customer attitudes and preferences. Multiple choice question. Media sharing App pricing Sentiment analysis Showrooming
BLANK: Sentiment analysis
The outcome of social media that satisfies humans' innate need to connect with other people is known as the BLANK effect. (Enter one word in the blank.)
BLANK: connected or connection
The first stage of the social media engagement process is BLANK, which helps marketers determine their digital marketing objectives.
BLANK: listening or listen
Online and mobile technologies that distribute content to facilitate interpersonal interactions are known as BLANK media.
BLANK: social
The BLANK effect of social media engagement is concerned with firms being able to engage with the customers at the right place and time.
BLANK: timeliness
How users move through the information, or navigate the pages of a website? Multiple choice question. Page views Bounce rates Conversion rates Click paths
Click paths
What is most helpful to know when trying to understand how visitors navigate a site? Multiple choice question. Bounce rates Page views Conversion rates Click paths
Click paths
Which of the following are critical elements of the 7C framework for online marketing? (Choose every correct answer.) Multiple select question. Content Commerce Conversion Communication Cost-effectiveness
Content Commerce Communication
What is the first step in the 7C framework? Multiple choice question. Community Core goals Connection Context elements
Core goals
Website design, blogging, and search engine optimization are prominent activities associated with which of the following? Multiple choice question. Digital marketing Product reviews Sales promotions Traditional mass media
Digital marketing
The concept of connection is most closely related to which of the 4Es? Multiple choice question. Education Excitement Experience Engagement
Engagement
Which of the following is at the center of the Wheel of Social Media Engagement? Multiple choice question. Engagement Connection Media Society
Engagement
What are effective uses of corporate blogs? (Choose every correct answer.) Multiple select question. Engaging customers through two-way dialog Limiting blog content to reflect only positive customer experiences. Creating excitement when discussing new products and promotions Educating customers about products and services
Engaging customers through two-way dialog Creating excitement when discussing new products and promotions Educating customers about products and services
What is a fundamental component of the timeliness effect in social media engagement? Multiple choice question. Engaging the customer at the right time and place Allowing buyers to exchange information with others Finding customers from any location Having followers share information with their social media contacts
Engaging the customer at the right time and place
What takes place during the fourth step, or development phase, of a digital marketing campaign? Multiple choice question. Budgeting Monitoring and changing Experimentation and engagement Identifying strategic goals
Experimentation and engagement
What adjective best describes the network effect? Multiple choice question. Exponential Random Negative Simple
Exponential
The only way to experience a product or service for sale is to actually purchase it. True false question.TrueFalse
False BC Online media offer a variety of ways to experience the product before purchasing it.
What are examples of social media content that businesses can effectively leverage to excite customers? (Choose every correct answer.) Multiple select question. Games based on a product or brand Mobile apps used to communicate personalized offers "Fake news" that appears on the company website Information on Facebook used to communicate deals
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. Help customers to experience products. Excite customers with relevant offers. Give customers an opportunity to engage with firms' digital marketing activities. Educate customers about offers. Encourage customers to explore a variety of websites before making choices.
Help customers to experience products. Excite customers with relevant offers. Give customers an opportunity to engage with firms' digital marketing activities. Educate customers about offers.
What are the components of the information effect in social media engagement? Multiple select question. Engaging the customer at the right place and time Spreading relevant information through various channels Serving as a means by which people can share their interests with each other Identifying the context and receiver of content
Identifying the context and receiver of content Spreading relevant information through various channels
After firms analyze the data they have accumulated, they must Blank______. Multiple choice question. gather information about customer habits perform a sentiment analysis implement what they have learned listen to their customers
Implement what they have learned
In general, what adjective best describes a site with a high bounce rate? Multiple choice question. Large Focused Ineffective Profitable
Ineffective
Which of the following are examples of technologies that allow communication with customers? Multiple select question. Search engine marketing (SEM) Instant messaging Live chat E-mail
Instant messaging Live chat E-mail
What is the first stage of the social media engagement process? Multiple choice question. Analyze Do Anticipate Listen
Listen
What are the three stages of the social media engagement process? (Choose every correct answer.) Multiple select question. Analyze Anticipate Do Listen
Listen Analyze Do
What would qualify as a conversion? Multiple choice question. Clicking on a search link Making a purchase Bookmarking a page Probing deeper into a site
Making a purchase
BLANK measure the number of times a website page is seen by any unique site visitor. Multiple choice question. Page views Hits Bounce rates Conversions
Page views
What is true about the effect of relevant keywords on online search results? Multiple choice question. Relevant keywords do not alter the search ranking of a page or site. Relevant keywords are only effective for paid searches. Relevant keywords improve the ranking of a page or site. Relevant keywords are effective only when used as hashtags.
Relevant keywords improve the ranking of a page or site.
Social media marketing is used by marketers to accomplish which of the following? (Choose every correct answer.) Multiple select question. Increase the price of the product or service offered Increase the efficiency of the supply chain 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 outlets allow marketers opportunities to listen to their customers? Multiple select question. Personal blogs Social networks Review sites Corporate blogs without a comment feature
Review sites Social networks Personal blogs
Which statement supports the argument that search engine marketing (SEM) is important? Multiple choice question. During a paid search, businesses pay an additional fee every time a user clicks on their entries. Keywords are not useful if the content does not feature rich information. Search engine users generally read only the first few search results. Businesses with strong keywords may rely simply on their organic search results.
Search engine users generally read only the first few search results.
Which statements about the way consumers make online purchases are true? (Select all that apply.) Multiple select question. Searches made via desktop computers have higher conversion rates than those made via mobile apps. Searches made via mobile apps have higher conversion rates than those made via desktop computers. Consumers use desktop computers more often than mobile apps. Consumers use mobile apps more often than desktop computers.
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? Multiple select question. Social media can be important components of an integrated marketing communications strategy. Social media include online but not mobile technology. 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. Social media are used by marketers and customers to share many kinds of information.
Which of the following are fundamental ideas behind the connected effect in social media engagement? Multiple select question. Users' interests and participation in online groups change over time. 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.
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.
What are components of the network effect in social media engagement? (Choose every correct answer.) Multiple select question. The provision of context for ad messages using customer data The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media The processing of large amounts of customer information
The exponential impact of having people share information with their social media contacts The speed at which information spreads through social media
What are fundamental components of the dynamic effect in social media engagement? (Choose every correct answer.) Multiple select question. The way in which people's interests and participation in online groups change over time The innate need people have to communicate with others 24/7 availability from any location 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 An active back-and-forth exchange that promotes further interaction
Which of the following is true of the most loyal customers? Multiple choice question. They make fewer demands for consistency of service. They generally use multiple channels to make purchases. They often prefer using desktops to mobile apps to make purchases. They usually search online but visit a physical store to make their purchase.
They generally use multiple channels to make purchases.
Why might marketers use location-based software and applications? (Choose every correct answer.) Multiple choice question. To encourage users who are home or at work to travel to a store To adjust pricing based on the customer's age To share customers' personal information with other consumers To bring a relevant offer to customers while they are in a store
To bring a relevant offer to customers while they are in a store
What is the basic goal of any website? Multiple choice question. To convince users to engage with content To persuade users to make a purchase To get users to follow the company on social media To maximize advertising revenue per click
To convince users to engage with content
What is the main purpose of search engine marketing (SEM)? Multiple choice question. To lobby search engines regarding the relevance of content To increase the visibility of a firm in search results To bypass the need for search engines To eliminate the need for paid searches
To increase the visibility of a firm in search results
Educating consumers includes reminding people about what they already know. True false question.TrueFalse
True BC Education involves teaching consumers about a value proposition and the offered benefits. Some of this information is new to consumers; some of it is already known.
Location-based applications are an effective way of targeting customers before they make a purchase decision. True false question.TrueFalse
True BC Location-based software is meant to deliver relevant information, such as coupons, to consumers while they are in the process of making a purchase decision.
True or false: Goals form the basis of any marketing strategy.
True BC The basis of any marketing strategy is its goals.
Where should keywords be placed in order to be most effective? (Choose every correct answer.) Multiple select question. Paid apps Web pages URLs Page titles
Web pages URLs Page titles
What is an example of a contextual element? Multiple choice question. Buy buttons Website design Live chat Customer testimonials
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? Multiple choice question. Outdoor billboards Blogs YouTube videos iTunes audio samples
YouTube videos
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 Blank______. Multiple choice question. bounce rate click path page view conversion rate
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 Blank______ is developed to support the campaign. Multiple choice question. experimenting monitoring strategizing budgeting
budgeting
The impact of the information effect depends on its Blank______. Multiple choice question. timeliness reach context connectivity
context
The Blank______ 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. Multiple choice question. stickiness bounce conversion continuity
conversion
The term for all online marketing activities, including social media and mobile marketing, is Blank______. Multiple choice question. digital marketing mobile communications traditional mass media online optimization
digital marketing
The final step in the social media engagement process is known as the Blank______ stage. Multiple choice question. listen do analyze evaluate
do
The 4E framework includes giving customers an opportunity to Blank______ the firm's digital marketing activities. Multiple choice question. negate the need for control ignore engage with
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 Blank______ the customer. Multiple choice question. engage excite educate give an experience to
excite
The total requests for a web page and are used to determine the amount of traffic are called Blank______. Multiple choice question. click paths conversion rates page views hits
hits. Not page views BC Page views measure the number of times any page is viewed by any visitor.
Suppose that your university wants to know how website visitors find the university's site. The university can use Blank______ analysis to determine what types of searches people perform that lead them to the university's site. Multiple choice question. keyword sentiment conversion rate extended network
keyword
