Marketing: Paige Chapter 3 Questions

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Excite
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Marketers gain insight about their customers by using information gathered through customer relationship management and loyalty programs. This information helps marketers to ______ customers by providing offers that are relevant to them. enliven educate excite extract
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Educate
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s potential customers enter websites and online stores, marketers need to ______ them about the value proposition and the offers and benefits of a product or service. engage excite educate empower
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Educate
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Blogs and blogging tools are critical methods in accomplishing which segment of the 4E framework of social media marketing? Excite Educate Experience Empower
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Experience
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Websites that show potential customers how to use a product or offer tutorials are directly related to which element of the 4E framework of social media marketing? Entertain Enliven Excite Experience
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Engaement
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Which element of the 4E framework for social media marketing relates to a customer’s potential for action, the potential for a relationship, and possibly even loyalty and commitment? Excitement Engagement Experience Education
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Excite
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As a social network site, Facebook gives companies a forum for interacting with their fans when they post product information, news, events, and promotions. In doing so, companies are utilizing which element of the 4E framework for social media marketing? Extract Excite Educate Express
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Media sharing sites
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Sites like YouTube and Picasa are considered ________. media sharing sites social networks blogs thought sharing sites
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Professional Blogs
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Websites that are those written by people who review and give recommendations on products and services are called ________. microblogs professional blogs podcasts corporate blogs
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Micro blog
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Twitter is a _______. professional blog microblog corporate blog personal blog
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50%
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In the United States, approximately _______of smartphone users use their phones to make purchases. 10% 50% 75% 25%
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Gamification
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The process of building customer loyalty through the offering of free apps is referred to as _______. bundling gamification application marketing showrooming
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Price cheack app
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. What type of smartphone app is Stylish Girl? price-check app travel app game app social networking
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ANY OF ALL OF THESE
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One way GE could use technology to increase access to its services and build customer connections would be to use _____. mobile apps media-sharing sites social-networking sites any or all of these thought-sharing sites
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Educate
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Once consumers arrive at GE’s social media sites, GE must _____ them about its value proposition and related benefits. educate engage entertain excite blog with
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Excitement
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GE Healthymagination uses Facebook, which is a social-networking site. Social-networking sites are ideally suited for which of the four Es in the 4E framework? Education Engagement Entertainment Experience Excitement
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Sentiment analysis
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GE listens to its customers through various social media platforms. To analyze this content in terms of its favorableness or unfavorableness, GE can use a technique known as _________. keyword analysis sentiment analysis page views conversion rates social reach
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Monitor and change
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What should GE do as the final step in its Healthymagination social media marketing campaign? Experiment and engage Monitor and change Identify the target audience Budget Identify strategy goals
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All of these
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Which of the following is GE using in the Healthymagination social media campaign? Facebook Mobile apps Twitter All of these YouTube
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Setiment alalysis
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pirit analyzes customers’ posts in the “Hate Thousand Miles” campaign, categorizing posts according to the airline and issue being discussed. This is an example of in-app analysis. sentiment analysis. hit rating. keyword analysis. conversion rating.
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Excitement
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The “Hate Thousand Miles” campaign seeks consumers’ attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media? Engagement Excitement Education Exploration Experience
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Engagement
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The “Hate Thousand Miles” campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media? Experience Engagement Exploration Education Excitement
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MEDIA–SHARING
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Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into? Social network Microblog Thought-sharing Media-sharing Location-based
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Micro bloging
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Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by “robot” software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a(n) freemium app. microblog. media-sharing site. sentiment analyzer. corporate blog.
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Shop
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Showrooming is associated with apps designed to fulfill which primary motivation? Accomplish Socialize Shop Prepare Discover
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Setiment analysis
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Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness of a company and its products in a process known as sentiment analysis. customer relationship management. keyword analysis. value cocreation. situation analysis.
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Advising
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Which of the following is not one of the seven primary motivations for using a mobile app? Advising Self-expression Discovery Shopping “Me time”
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Excite, educate, experience, engage
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Which of the following accurately depicts the activities included in the 4E framework for social media? Enlighten, educate, exhaust, evolve Excite, entice, educate, employ Excite, educate, experience, engage Encounter, experience, engage, employ Enlighten, excite, engage, evolve
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Netflix
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A person who wishes to fulfill the need for “me time” would most likely download which of the following apps? Twitter MyFitnessPal Kayak Netflix Flipboard
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Social networking site
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Facebook would be categorized as which type of social media? Thought-sharing site Media-sharing site Professional site Social networking site Entertainment site
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Premium appps
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Which of the following is not a way of generating revenue from apps? Paid apps Ad-supported apps Paid apps with in-app purchases In-app purchases Premium apps
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Professional
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Which of the following types of blogs are written by people who review and give recommendations on products and servcies? personal corporate microblogs product professional
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LinkedIn
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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? Google+ LinkedIn MySpace Foursquare Salesforce.com
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in-ap purchase
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When a game or app prompts users to make small “micropurchases” to enhance the app or game, it is referred to as a(n) paid app. ad-supported app. micro app. in-app purchase. app enhancement.
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Educate the customer
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xWhile 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? Excite the customer Engage the customer Experience the product Employ the product Educate the customer
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Monitor and chage
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Facebook’s Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign? Identify strategy. Develop the budget. Monitor and change. Identify goals. Develop the campaign.
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Bounce
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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. click bounce conversion jump exit
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Listen, analize, do
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Which of the following accurately depicts the three-stage social media engagement process? Excite, educate, engage Plan, implement, control Strategize, execute, regulate Listen, analyze, do Create, utilize, evaluate

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