Ch. 3 MARKETING

question

What are the 4 Es?
answer

Excite the Customer, Educate the Customer, Experience the Product or Service, Engage the Customer.
question

What social media elements work best for each of the 4 Es?
answer

A. Excite the Customer – social networks like Facebook and Google + B. Educate the Customer – blogs and blogging tools (e.g., wordpress and twitter), HubSpot (all-in-one marketing software), YouTube and Google +, C. Experience the Product or Service – YouTube, blogs and retailer’s website, D. Engage the Customer – blogging and micro-blogging.
question

What are the three types of social media tools?
answer

Social network sites, Media sharing sites, and Thought sharing sites.
question

What are the four customer segments based on their social media usage?
answer

Creators, Bonders, Professionals, and Sharers.
question

What are some of the most popular types of mobile applications?
answer

Price check apps, Fashion apps, and Location apps.
question

What are the three steps in developing social media engagement strategies?
answer

Listen, Analyze, and Do.
question

How do firms examine customer sentiments?
answer

Marketers can analyze the content found on sites like Facebook, Twitter, online blogs and reviews to assess the favorableness or unfavorableness of the sentiments, using a technique known as sentiment analysis.
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What are the steps in developing a social media campaign?
answer

Identify strategy goals, Target audience, Campaign: experiment & engage, Budget, Monitor & change.
question

Why might it be important to develop a personal social media presence?
answer

Social influence can have significant effects on elements of a person’s life, such as hiring success.
question

On social networks, Bonders use social media primarily to become well informed so they can help others
answer

False
question

A blog is an example of a thought-sharing site
answer

True
question

Which of the following is the definition of social media?
answer

content distributed through social interaction
question

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 four E’s in the framework?
answer

Energize

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