Chapter 3 Test MARKETING – Flashcards

Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

Southwest Airlines operates a blog called Nuts About Southwest. A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. Nuts About Southwest is an example of a

All of the following are primary needs that apps meet except

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?

The elements of the social media engagement process are

When designing a social media marketing campaign, the first step is to identify the target audience.

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus. She sets up a Twitter account with the name @uniquedesignsbylauren and posts this on her Facebook page, making sure to tweet every few days. Soon Lauren is selling a lot of scarves. Lauren's Twitter account is an example of

For marketers, media-sharing sites such as YouTube or Flickr are social media tools best used to

The focus of social media efforts targeted at customer interaction is building connections.

Bounce rate refers to the percentage of times a visitor leaves a website almost immediately

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

When a group of industry professionals discussed the ingredients necessary to attract positive attention from Facebook's 1.19 billion users, they agreed that a successful campaign must

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be

This type of thought-sharing site typically provides the highest level of control for companies.