MKT Chpt 3
Put the three stages of the Social Media Engagement process in the correct order.
1. Listen; 2. Analyze; 3. Do
Which of the following is a true statement about the use of YouTube to post videos?
Both individuals and companies can post videos and sponsor their own channels
Of the following five steps for planning and executing a social media marketing campaign, which one is the third in the sequence?
Campaign: experiment & engage
_____ show how users move through, or navigate, the pages of a website.
Click paths
_____ is a well-known social network with more than 1 billion active users; it allows individuals to connect with others and gives marketers the ability to carefully target their audiences.
T/F: It is impossible for an ad-supported app to generate any revenue.
False
T/F: Location-based software is used to ensure that a loyal customer only makes purchases from home.
False
T/F: The only way to experience a product or service for sale is to actually purchase it.
False
_____ is attempting to take market share from Facebook by attracting the gaming community, adding several online games to its lineup
Google+
_____ are the total requests for a page for the initial approach.
Hits
Identify the scenario where freemium apps are being used by the consumer and generate revenue for the developer:
In a game of Candy Crush Sage you have lost and will not wait any amount of time to continue so and buy lives at $0.99 and immediately continue
Professionals network online with other professionals to post their resumes and search for jobs. The most commonly used site to do this is _____.
Select all the different kinds of social media-related offers used to excite customer.
Mobile applications used to communicate personalized offers; Information on Facebook used to communicate deals; Games based on a product or brand
Which of the following are reasons why mobile marketing is increasing in importance for marketers?
Mobile phone usage is growing; Increasingly more mobile applications related to marketing (such as price check apps) are available; Consumers who use mobile marketing find out more information about products, which makes the products potentially more attractive
_____ measure the number of times a website page is seen by any site visitor.
Page views
Identify which pricing model requires the consumer to initially pay to download the app and then offer the ability to buy additional functionality.
Paid apps with in-app purchases
_____ blogs are written by people who review and give recommendations on products and services and are sometimes compensated for doing so.
Professional
_____ is a technique that analyzes consumer-generated content from a variety of social media sites to summarize customer attitudes and preferences.
Sentiment analysis
_____ media marketing refers to the content distributed through social interactions.
Social
T/F: Firms actively use social networks to communicate deals geared to excite consumers.
True
Several social media tools are useful in helping marketers educate potential customers, including which of the following?
YouTube videos; blogs
Which of the following fall into the category of social media-sharing sites?
YouTube; Flickr
If advertising (for example, on Facebook) is included in a social media campaign, costs are usually based on:
a set daily budget
What is a blog?
an online journal enabling people to share their thoughts
When site visitors leave the site almost as soon as they arrive--perhaps after viewing just one page, the marketing manager is concerned with the _____.
bounce rate
During a social media marketing campaign, step 4 is to ensure that an adequate _____ is developed to support the campaign.
budget
Social media marketing is used by marketers to _____.
communicate the value proposition of the brand; remind buyers about the brand and its benefits
Identify the benefits Home Shopping Network marketers gained by sponsoring an official HSN channel on YouTube.
comparisons of video views vs. hourly sales; opportunity for customers to re-view product videos after they are aired; opportunities to target customers who watched specific videos
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
Which of the following are consumers likely to trust the least?
corporate blogs
When planning a social media marketing campaign, after identifying the campaign's goals and target audience, the next step is to _____.
develop the campaign
The final step in the Social Media Engagement Process is known as the _____ stage.
do
Select all the potential goals of location-based software and application, as used by marketers.
educate customers about products they may wish to consider at some future time; bring a relevant offer to the customer when they are in the process of making a purchase decision; offer efficient driving directions
Effective uses of corporate blogs include _____.
educating customers about their products and services; connecting and engaging with customers by discussing new products and promotions; developing long-term relationships by addressing positive and negative comments
In the 4E framework for social media, when attempting to _____ the customer, a firm spends considerable time explaining the benefits and features of the products and then encourages the customer to offer feedback.
engage
The 4E framework includes exciting customers, educating customer, helping customers experience the product, and giving customers an opportunity to _____ their social network.
engage with
Engagement with the customer is designed to _____.
foster loyalty
After establishing strategy and goals for a social media marketing campaign, the second step is to _____.
identify the target audience
Most retail companies will attempt to achieve sustainable competitive advantage by including which of the following features on their websites?
in-depth product information; interactive chat; customer reviews
Suppose that your university wants to know hoe visitors find the university's site. The university can use _____ to determine what types of searches people perform that lead them to the university's site.
keyword analysis
The first step in the Social Media Engagement Process is known as the _____ stage.
listen
A _____ differs from a traditional bogs in size--its supports short sentences, short videos, and individual images.
microblog
A photo sharing website provides both companies and consumers an opportunity to participate in which of the following?
opportunities to support a particular cause or charity; opportunities to learn about new places, people, and things through photos; opportunities for people to share ideas through pictures
One of the app pricing models is known as _____ apps which charge the customer an upfront price to download the app.
paid
Identify the four different types of pricing models used for apps.
paid apps with in-app purchases; freemium; paid apps; ad-supported
Identify the information Facebook uses to target site users to receive particular ads.
preferences; browsing history; profile information
In the final step of the process to plan and execute a social media marketing campaign, the firm _____.
reviews the success of the campaign, making changes if necessary
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. Taco Bell is conducting _____.
sentiment analysis
Two types of social media that marketers rely on are social networking sites, blogs, and media-_____ sites.
sharing
A process called _____ enables customers to scan a product in a store and instantly compare prices online to see whether a better deal is available.
showrooming
The first step in planning and executing a social media marketing campaign is to identify _____.
strategy and goals
Which of the following elements are considered traditional ways to market products and services?
television ads; newspaper ads
Marketers find personal blogs useful, because they can _____.
track what is going on in the marketplace; use them to educate customers; respond to customer concerns and complaints
