Marketing Management 3010 Ch. 3 Quiz

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Content that is distributed through social interactions is referred to as
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social media
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Which of the following accurately depicts the activities included in the 4E framework for social media?
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Excite, Educate, Experience, and Engage
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Through its Facebook page, a major restaurant chain is offering its customers a Groupon coupon for 50% off the purchase of a meal. In doing so, the restaurant is focusing on which aspect of the 4E framework?
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Exciting
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To get customers excited about a social media-related offer, the offer must be
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relevant and aimed at a target audience.
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While shopping online for gardening supplies, Lana visits a website she had heard advertised on HGTV. Although she was not familiar with this particular firm, upon entering its website, Lana was able to learn about the company’s value proposition as well as the benefits of their products. As a result, she decided to try out one of the company’s most popular products. Which aspect of the 4E framework does this represent?
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educate the customer
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Being able to download a chapter of a new book before buying it, or listening to a few seconds of a song before purchasing it are examples of which aspect of the 4E framework?
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experience the product
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If successful, marketers using the first three Es of the 4E framework will have achieved the goal of _____ the customer.
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engaging
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Considered social butterflies, _____ use social media to enhance and expand their relationships.
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bonders
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____ are constantly on the go and want to appear efficient with everything together, so they use social media to demonstrate just how smart they are.
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Professionals
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Facebook would be categorized as which type of social media?
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Social network site
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Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?
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LinkedIn
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In terms of the 4E framework, a company that uses a media-sharing site such as YouTube does so to help consumers
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Experience the company’s goods or services
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Which of the following social media outlets would fall under the category of thought-sharing sites?
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Mommy Blogs
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Twitter is a type of
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microblog.
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How does a microblog differ from a traditional blog?
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A micro blog is smaller in size—short sentences or short videos—whereas a traditional blog which is typically longer.
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In terms of the 4E framework, mobile marketing can create excitement with consumers at the time of sale by the use of
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apps.
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Companies that use location-based apps to build loyalty among customers by making patronage a game are engaging in a process known as
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gamification
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FourSquare is an example of a _____ app.
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gamified
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Which facet of the 4E framework is best addressed by thought-sharing sites?
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Educate
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Which of the following accurately depicts the three-stage social media engagement process?
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listen, analyze, do
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Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as
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sentiment analysis.
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Calvin’s company recently launched a campaign to promote a new product. It is Calvin’s job to monitor customer feedback from various social media sources to see whether the new product is garnering favorable reviews. The technique for measuring this type of data is called ______ analysis.
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sentiment
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Which of the following is NOT a metric used by social media marketers to analyze data collected from social media?
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cookie tracking
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The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page, is referred to as the _____ rate.
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bounce
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What is the first step involved in developing and implementing a social media marketing campaign?
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Identify a strategy and goals.
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Which of the following statements regarding the development and implementation of a social media marketing campaign is TRUE?
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Social media marketing campaigns do not need to identify a target audience since social media is widely available to all consumers. *
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John has 168 friends on Facebook, and 58 contacts on LinkedIn. In terms of equity use metrics, these figures would represent John’s
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social reach.
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What metrics does the firm Klout use to assess a person’s social impact?
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social reach, influence, and extended network
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Trisha has a high-paying job in social media. She is responsible for creating social media marketing campaigns and then measuring the results of the campaign. Trisha’s job is most likely that of
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a social media strategist.
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What is the job function of a community manager?
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to handle corporate forums and blogs as well as increase traffic to the company’s website

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