Marketing Chapter 3

What is the primary need users satisfy through apps?

"Me time"

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

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

What includes "freemium" and "paid" types?

App pricing models

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

What is most helpful to know when trying to understand how visitors navigate a site?

Click paths

______ show how users move through, or navigate, the pages of a website.

Click paths

Which of the following are critical elements of the 7C framework for online marketing?

Communication Commerce Content

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

Connected

What are effective uses of corporate blogs?

Connecting and engaging with customers by discussing new products and promotions Educating customers about products and services Developing long-term relationships by addressing positive and negative comments

Which component of the 7Cs of online marketing comprises text, graphics, videos, and audio?

Content

What is most relevant to the information effect?

Context

The ______ rate is the percentage of visitors or potential customers who take the action the marketer wanted them to take; for example, a visitor makes a purchase, downloads a report, or subscribes to a newsletter.

Conversion

What is the first step in the 7C framework?

Core goals

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 ______.

Crowdsourcing

he 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 offer feedback.

Engage

To which of the 4Es is connection most closely related?

Engagement

What is at the center of the Wheel of Social Media Engagement?

Engagement

Which of the 4Es explains why corporate blogs tolerate negative customer posts?

Engagement

What are fundamental components of the timeliness effect in social media engagement?

Engaging the customer at the right time and place

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 page for the initial approach.

Hits

After firms analyze the data they have accumulated, they must ______.

Implement what they have learned

In general, what adjective best describes a site with a high bounce rate?

Ineffective

What are examples of social media content that businesses can effectively leverage to excite customers?

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

Which of the following are technologies that allow communication with customers?

Instant messaging Microblogging Live chat

What is the first stage of the social media engagement process?

Listen

What are the three stages of the social media engagement process?

Listen Analyze Do

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

Listening

What would qualify as a conversion?

Making a purchase

Which statements about mobile marketing are true?

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 is an effective way for digital marketers to use content?

Narrow the content to suit the target market specifically.

What are some of the components of the Wheel of Social Media Engagement?

Network Dynamic Information

______ measure the number of times a website page is seen by any site visitor.

Page views

_____ apps charge the customer an upfront price to download the app.

Paid

What pricing model requires the consumer to initially pay to download the app and then offers the ability to buy additional functionality?

Paid apps with in-app purchases

What are fundamental ideas behind the connected effect in social media engagement?

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.

What type of blog has the fewest marketing implications?

Personal

Ad-supported apps are free to download, but, in exchange, firms place ______ on the screen when using the program to generate revenue.

Promotions

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.

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

Social

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.

Which of the following allow marketers opportunities to listen to their customers?

Social networks Opinion polls Review sites

What best characterizes consumers' buying habits?

Somewhat dependent on context

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 reasons why mobile marketing is increasingly important for marketers?

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

What are fundamental components of the dynamic effect in social media engagement?

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 best characterizes the buying habits of the most loyal customers?

They generally use multiple channels to make purchases

What two statements about ad-supported apps are true?

They generate revenue while users interact with them. Ads appear on screen while they are being used.

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

Timeliness

What is the basic goal of any website?

To convince users to engage with content

What are among the seven primary needs that apps meet?

To discover To accomplish To self-express

True or false: Education, the second E of the 4E framework, includes reminding people what they already know.

True

True or false: The first C of the 7C Online Marketing Framework is "core goals."

True

Ling is engaged in crowdsourcing. In what is she most interested?

Users' ideas

What is the best definition of dynamic in the term dynamic effect?

Vibrant and constantly changing

What is not a pricing model for apps?

Volume pricing

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 markets

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