MKT 2400: Quiz #11 (Ch. 3)

The term social media refers exclusively to social networking sites like Facebook.

False

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

conversion rate.

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is not one of the 4Es in this framework?

energy

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

experience

The final step in the process of creating a social media campaign is to

monitor the program

Of the various types of blogs, which one do marketers have the lowest level of control over?

personal

"News you can use" represents which of Berger's STEPPS?

practical value

What concept is not one of Jonah Berger's STEPPS?

problem solving

A process called _______ enables customers to scan a product in a store and instantly compare the prices online to see whether a better deal is available.

showrooming

LinkedIn is an example of what type of social media site?

social networking