Marketing 6th Edition by Dhruv Grewal – Test Bank

 

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Sample Test

Chapter 03

Test Bank

 

1.   The term social media refers exclusively to social networking sites like Facebook.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media Definition

Feedback: The term social media refers to the online and mobile technologies that distribute content or facilitate interpersonal interactions. Social networking sites like Facebook are just one form of social media.

2.   Firms should not attempt to educate customers about products and services using social media, since customers are busy interacting with friends and will reject attempts to educate them.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: While customers may reject poorly targeted or poorly designed attempts to educate them, social media tools such as blogs, video-sharing sites, and HubSpot can be extremely effective in educating customers about the firm’s offerings.

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

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Social media use various firms that offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos.

4.   The objectives of the 4E framework for social media are excite, educate, engage, and evaluate.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: The objectives of the 4E framework for social media are excite, educate, experience, and engage.

5.   Positive engagement through social media often makes customers more profitable for the firm.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Positively engaged customers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers do.

6.   The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: The impact of the dynamic effect of social media engagement is twofold. First, it describes the way in which information is exchanged to network participants through back-and-forth communications in an active and effective manner. Second, the dynamic effect expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

7.   The connected effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaenously.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: The network effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaneously.

8.   The Wheel of Social Media Engagement includes the following five effects as drivers of social media: Information, Connected, Network, Dynamic, and Timeliness.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: A unifying framework, the Wheel of Social Media Engagement comprises the fundamental drivers of social media as five related effects. The authors propose that the hub is a repository of past and current social media engagements, and the circles around the wheel are the five effects that drive social media. The five effects are Information, Connected, Network, Dynamic, and Timeliness.

9.   A blog is an example of a thought-sharing site.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Blogs and microblogs are frequently used sites allowing users to share their thoughts.

10.                The most popular microblogging site is Google+.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Google+ is an example of a social network. The most popular microblogging site is Twitter.

11.                An advantage of a corporate blog is that all content on the blog can be completely controlled by the company.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Corporate blogs are created by the companies themselves and have the highest level of control because to a large degree, they can control the content posted on them. However, these blogs also allow customers to respond to posts, so the content can never be completely controlled.

12.                Of the types of social media identified in the text, Flickr is considered a thought-sharing site.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Flickr, the photo-sharing site, is an example of a media-sharing site.

13.                Of the more than 184 million people who have smartphones in the United States, approximately 60 percent of them make purchases on these devices.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: This is correct. About 180 billion apps were downloaded globally in 2015. In the United States alone, almost $10 billion of mobile downloads and in-app revenues were accrued in 2015, even though 93 percent of apps downloaded are free.

14.                In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real time to get that life back, or you can spend $0.99 to get those lives back. Candy Crush Saga is an example of a paid app.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Candy Crush Saga is an example of a freemium app, which is free to download but includes in-app purchases.

15.                When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the paid app.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Technological Environment

Feedback: When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the freemium app. Free apps with in-app purchases make up the vast majority of revenue from Apple’s App store in 8 of 10 app categories. According to Distimo, a research firm specializing in the mobile app market, 71 percent of apps in Apple’s AppStore implement a freemium pricing model, and 92 percent of revenues from Apple’s App Store and 98 percent from Google’s Play App Store come from freemium pricing.

16.                A disadvantage of the current design of mobile apps is that they are able to fulfill only one need at a time.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Many mobile apps can meet several needs at once. MyFitnessPal, for example, serves a person’s need to accomplish fitness goals, but the app also has a social component that enables people to post their success and a shopping component that links to various products.

17.                One of the seven primary needs that apps meet is the need to deliver.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: There are seven primary needs that apps meet: the need to find “me” time, socialize, shop, accomplish, prepare, discover, and self-express.

18.                The three-stage process that firms use to engage customers through social and mobile media involves listening, analyzing, and correcting.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: The three-stage process firms use to engage their customers through social mobile media involves listening to what customers have to say, analyzing the information available through various touch points, and finally implementing (or doing) social media tactics to excite customers.

19.                In order for eHarmony to understand what its clients want, both in a service provider and in a mate, the company uses metrics such as the bounce rate.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: The bounce rate refers to the percentage of times a visitor leaves a website almost immediately, such as after viewing only one page. Analyzing which pages are the most frequent entry and exit locations provides direction on how to make a website more effective.

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

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: The first step should be to identify the strategy and goals for the program. The second step is to identify the target audience.

21.                The development of strong, eye-catching images and designs is important in the “monitor and change” step of developing a social media campaign.

FALSE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: Strong, eye-catching images and designs are important in the campaign development step (experiment and engage) of developing a social media campaign.

22.                More than 12 million of LinkedIn’s users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Technological Environment

Feedback: More than 12 million of LinkedIn’s users are small business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn’s professional association groups.

23.                The connected effect of social media engagement is achieved when individuals post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: The connected effect is an outcome of social media engagement that satisfies humans’ innate need to connect with other people. Individuals achieve this connection by checking in, posting a picture to Instagram, uploading a video to YouTube, or sharing a link to an article they have liked on Facebook.

24.                If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have reached more than 80 million of Katy Perry’s followers, even though Cover Girl has fewer than 2,000 Twitter followers.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: Cover Girl may have fewer than 2,000 Twitter followers, but one of its Cover Girls, Katy Perry, has more than 80 million. If Katy Perry tweets a close-up of her eyelashes, lengthened using her favorite Cover girl mascara, Cover Girl will have instantly reached all her millions of followers.

25.                To achieve their objectives, marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites.

TRUE

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Marketers rely on the three types of social media: social networking sites, media-sharing sites, and thought-sharing sites (or blogs) to achieve three objectives. First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, outside companies promote their products and services to appeal to the potential consumers who are active on the sites.

26.                The 4E framework of social media includes

27.                A. excite, educate, experience, engage.

28.                excite, educate, entertain, engage.

29.                expand, engage, educate, emphasize.

30.                emphasize, excite, educate, engage.

31.                expect, emphasize, educate, engage.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: The incorrect answers do not include the four correct elements of the 4E framework of social media. The four elements are excite, educate, experience, and engage.

27.                How does your text describe how social media firms help marketers connect with their customers?

28.                by helping firms appear more “hip” to customers

29.                B. by helping build connections between customers and firms

30.                by helping firms establish an Internet presence

31.                by allowing customers to search for products more easily

32.                by allowing firms to capture customer information

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Social media use various firms that offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos.

28.                The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the following are included in the 4E framework except

29.                engagement.

30.                B.

31.                excitement.

32.                experience.

33.                education.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: The 4E framework includes exciting the customer, educating the customer, offering ways for the customer to experience the product or service, and engaging the customer.

29.                Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting?

30.                A. engagement

31.                energizing

32.                excitement

33.                experiencing

34.                educating

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: In a sense, the first three Es set the stage for the last one: engaging the customer. With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment. Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks.

30.                In terms of the 4E framework, in order for a firm’s offer to excite its targeted customers, the offer must be

31.                unique.

32.                B.

33.                substantial.

34.                easy to understand.

35.                tangible.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs.

31.                A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks?

32.                engage

33.                energize

34.                C. excite

35.                experience

36.                educate

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: To excite customers, an offer must be relevant to its targeted customer. Relevancy can be achieved by providing personalized offers, which are determined through insights and information obtained from customer relationship management and/or loyalty programs.

32.                While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives?

33.                engage

34.                energize

35.                C. excite

36.                experience

37.                educate

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: To excite customers, an offer must be relevant to its targeted customer. In some cases, location-based software and applications help bring the offer to the customers when they are in the process of making a purchase decision.

33.                While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit the company’s website for online specials and to sign up on her smartphone for the Best Buy Loyalty Rewards Program. Others signs remind her that Best Buy will match competitors’ prices on any item they sell. This is an example of which 4E framework?

34.                engage

35.                energize

36.                excite

37.                experience

38.                E. educate

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: When potential customers arrive at the websites or stores, the marketer has a golden opportunity to educate them about its value proposition and communicate offered benefits. This is an example of educating the customer.

34.                Which of the following social media tools is a type of all-in-one marketing software that can be used to educate customers?

35.                Facebook

36.                Twitter

37.                LinkedIn

38.                D. HubSpot

39.                WordPress

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Several social media tools are critical in helping marketers educate their potential customers, such as blogs and blogging tools (e.g., WordPress and Twitter), HubSpot (all-in-one marketing software), YouTube, and Google+, as well as some lesser known options such as Roost or Schedulicity.

35.                Alan wants to upgrade his look before a job interview. A friend tells him about a men’s clothing line that allows potential customers to virtually try on suits and see what looks best. It even offers an interactive “custom fit” feature. After checking out his options, Alan takes his measurements and orders a suit without ever leaving his office. Virtually trying on a suit best describes which of the 4E framework objectives?

36.                engage

37.                energize

38.                excite

39.                D. experience

40.                educate

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Trying out a product or service before purchasing it is an example of the experience aspect of the 4E framework. This provides a benefit for customers who may not have the time or ability to experience products in person—and can lead to immediate sales.

36.                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?

37.                engage

38.                energize

39.                excite

40.                D. experience

41.                educate

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Gone are the days when consumers had to purchase a product in order to try it out. Social media offer various ways for consumers to experience a product before purchasing it. For example, YouTube and similar sites can come relatively close to simulating real, rather than virtual, experiences. Pinterest allows consumers to see a product used in various ways, and companies can even post pictures, how-to videos, and even step-by-step instructions for do-it-yourselfers.

37.                Gene’s Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site’s most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene’s. The user blog best describes which of the 4E frameworks for the store’s customers?

38.                A. engage

39.                energize

40.                excite

41.                experience

42.                educate

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Through social media tools such as blogging and microblogging, customers actively engage with firms and their own social networks. Such engagement can be negative or positive. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers do.

38.                When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

39.                educate

40.                experience

41.                engage

42.                energize

43.                E. excite

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Marketers use many kinds of social media-related offers to excite customers, including mobile applications and games to get the customers excited about an idea, product, brand, or company. Firms actively use social networks such as Facebook, Pinterest, and Google+ to communicate deals that are likely to excite consumers.

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

40.                educate

41.                energize

42.                excite

43.                experience

44.                E. engage

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: With engagement comes action, the potential for a relationship, and possibly even loyalty and commitment.

40.                An example of the ___________ effect is when BMW gained in-depth information about visitors to a popular Chinese social media site, and used that information to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

41.                media

42.                B. information

43.                connected

44.                social

45.                interconnected

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: BMW gained in-depth information about visitors to a popular Chinese social media site, and used that data to determine which visitors were likely to be luxury car buyers and targeted advertising toward them.

41.                Individuals achieve the _____________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

42.                media

43.                information

44.                C. connected

45.                social

46.                interconnected

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: People can connect by sharing different types of information, whether their location, the food they have consumed, exercises they have completed, or a news article they find interesting. And they achieve this connection by checking in, posting a picture to Instagram, uploading a video to YouTube, or sharing a link to an article they have liked on Facebook.

42.                Coca-Cola relies on _________ technology to offer their customers a free Coke at the moment they walk through a movie theater.

43.                network

44.                dynamic

45.                radar

46.                satellite

47.                E. beacon

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: Many customers enjoy the timely interactions with firms when they engage with them at the point of purchase. To reach customers at the right time, Coca-Cola relies on beacon technology – that is, technology that allows companies to detect where customers (who have enabled the feature) are at each moment, through their smartphones.

43.                At the Sol Wave House hotel, located on the beautiful island of Majorca, Spain, a Twitter concierge stays in constant contact with its guests. If a guest has a problem or question, the answer is just a hashtag away. This is an example of the impact of which of the following?

44.                A. dynamic effect

45.                network effect

46.                connected effect

47.                interconnected effect

48.                information effect

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Feedback: The dynamic nature of social media is a very efficient way to get information or to resolve disputes, and can provide the firm with insights into how to best provide a product or service in the future. Customers can communicate their level of satisfaction with an issue and suggest further actions to be taken.

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

45.                A. encourage customers to engage with the firm and experience its products.

46.                stimulate excitement.

47.                develop customer education and engage with others users.

48.                develop customer education.

49.                energize customers and stimulate excitement for its products.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Media-sharing sites (e.g., YouTube and Flickr) are excellent social media tools that provide customers visual experiences of customers or professionals who are using these goods and services, as well as provide customers an opportunity to engage with the firm and others.

45.                Trina is developing a marketing campaign for an organic stain-removal product. As “stain removal” is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

46.                YouTube

47.                LinkedIn

48.                C. blog

49.                Instagram

50.                Google+

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: In terms of the 4E framework, blogs are particularly effective at educating and engaging users and in many cases enhance their experience with the products and services being discussed.

46.                When the luxury auto brand Mercedes-Benz needed to target affluent potential customers with the launch of its new E- and C-class models, it turned to __________ because its users spend more online—more than 2.5 times as much as an average U.S. consumer—which likely signals their relative affluence.

47.                Facebook

48.                B. LinkedIn

49.                Twitter

50.                Flickr

51.                Google+

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: When the luxury auto brand Mercedes-Benz needed to target affluent potential customers with the launch of its new E- and C-class models, it turned to LinkedIn because its users spend more online—more than 2.5 times as much as an average U.S. consumer—which likely signals their relative affluence.

47.                Staples provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the _____ aspect of the 4E framework of social media marketing.

48.                engage

49.                energize

50.                C. excite

51.                experience

52.                educate

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

Feedback: Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the excitement aspect of the 4E framework of social media marketing. For instance, Staples may provide loyal customers a relevant coupon based on previous purchases through their mobile phone, while they are in the store—a hopefully exciting experience.

48.                Marketers rely on the three types of social media: social networking sites, thought-sharing sites, and

49.                software application sites.

50.                product review sites.

51.                corporate websites.

52.                D. media-sharing sites.

53.                social bookmarking sites.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: The three broad categories of social media that marketers rely on are social networking sites (like Facebook or LinkedIn), thought-sharing sites (encompassing various types of blogs), and media-sharing sites (like YouTube and Instagram).

49.                Marketers rely on social media to achieve three objectives: members promoting themselves to gain more friends, sites promoting to get more members, and

50.                members paying to view sites.

51.                potential customers paying to view sites.

52.                C. outside companies promoting their products and services to appeal to potential customers.

53.                members promoting sites to gain more friends.

54.                outside companies promote to the social media site to gain potential customers.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Marketers rely on the three types of social media: social networking sites, media-sharing sites, and thought-sharing sites (or blogs) to achieve three objectives. First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, outside companies promote their products and services to appeal to the potential consumers who are active on the sites.

50.                LinkedIn is an example of which type of social media site?

51.                A. social networking

52.                media sharing

53.                thought sharing

54.                photo sharing

55.                corporate blogging

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: LinkedIn is a social networking site.

51.                Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

52.                entertainment marketers

53.                photo enthusiasts

54.                C. small-business owners

55.                athletes

56.                journalists and bloggers

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: More than 12 million of LinkedIn’s users are small-business owners, making it an excellent resource for entrepreneurs to network with like-minded firms, identify the best vendors, or build brand reputation by participating in LinkedIn’s professional association groups.

52.                What feature unique to Google+ lets people interested in similar topics form their own groups?

53.                Circles

54.                Neighborhoods

55.                Villages

56.                Cliques

57.                E. Communities

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: The “Communities” feature on Google+ lets people interested in similar topics form their own groups. Unlike Facebook, Google+’s Communities allow brands to join as members—for example, a paddle brand or seller of suntan lotion could easily interact with the members of a group devoted to paddleboarding.

53.                Instagram is an example of which type of social media site?

54.                microblogging

55.                social networking

56.                thought sharing

57.                D. media sharing

58.                social bookmarking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Instagram is a media-sharing site.

54.                YouTube is an example of which type of social media site?

55.                microblogging

56.                B. media sharing

57.                thought sharing

58.                social networking

59.                social bookmarking

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: YouTube is a media-sharing site where users upload, share, and view videos.

55.                The company Forever 21 posts company updates, photos, and videos, and participates in a discussion board on its “wall.” The social media site used is:

56.                Twitter

57.                B. Facebook

58.                Instagram

59.                Google+

60.                LinkedIn

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: On Facebook, more than 1.5 billion monthly active users give companies a forum for interacting with their fans. Thus Facebook not only ensures individual users a way to connect with others, but it also gives marketers the ability to target their audience carefully. Companies have access to the same features that regular users do, including a “wall” where they can post company updates, photos, and videos or participate in a discussion board.

56.                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

57.                A.

58.                media sharing.

59.                thought sharing.

60.                professional networking.

61.                social bookmarking.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Twitter is an example of a microblogging site.

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

58.                professional blog

59.                B. corporate blog

60.                personal blog

61.                Flickr

62.                Google+

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Corporate blogs, which are created by the companies themselves, have the highest level of control because to a large degree, they can control the content posted on them.

58.                From a marketing perspective, what role is played by professional bloggers?

59.                engaging customers on behalf of companies

60.                introducing new products to the marketplace

61.                sharing videos and photos of products

62.                recruiting employees

63.                E. reviewing and giving product and service recommendations

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Professional bloggers review products and give recommendations on products and services. Consumers seem to trust professional bloggers’ reviews much more than corporate blogs and other more traditional media, like advertising.

59.                Of the various types of blogs, which one do marketers have the lowest level of control over?

60.                A. personal

61.                corporate

62.                professional

63.                corporate microblogs

64.                professional microblogs

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Personal blogs are written by people who receive no products or remuneration for their efforts. Thus, of the three types of blogs, marketers have the lowest level of control over this type.

60.                What is Google+?

61.                an experimental, advanced search engine

62.                a website where users can work together to create documents

63.                a site offering analytical information about website usage

64.                D. a social networking site

65.                a video-sharing site intended for businesses

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Google+ is a social networking platform designed to compete with Facebook.

61.                Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

62.                uploading a coupon to the Nike fan page

63.                encouraging Facebook users to “like” the Nike page so their friends will see this action

64.                C. placing a Facebook ad

65.                creating a Facebook tab allowing users to view the tennis clothing within Facebook

66.                placing a Facebook link on the Nike corporate website

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Display advertising with “Facebook ads” targets specific groups of people according to their profile information, browsing histories, and other preferences.

62.                What is a microblog?

63.                a blog whose owner doesn’t post very often

64.                a blog that supports only links to other posts

65.                a blog run by a small business

66.                D. a blog service that supports only short posts

67.                a blog that targets a very small consumer group

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: As the name implies, a differs from a traditional blog in size—a microblog uses short sentences, short videos, or individual images. The most popular microblogging site, Twitter, provides another option for companies to their customers by providing corporate and product information, and to e them by providing a platform for two-way communications

63.                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

64.                A. corporate blog.

65.                network blog.

66.                personal blog.

67.                professional blog.

68.                social blog.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: Corporate blogs are blogs operated by companies in order to engage their customers.

64.                Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan’s blog has changed from a __________ blog to a __________ blog.

65.                professional; network

66.                professional; personal

67.                C. personal; professional

68.                personal; social

69.                social; network

AACSB: Knowledge Application

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

Feedback: By receiving free merchandise in return for reviews, Jordan’s blog has moved from a personal blog to a professional blog.

65.                All of the following are primary needs that apps meet except

66.                the need to find “me time.”

67.                the need to socialize.

68.                the need to shop.

69.                D. the need to share.

70.                the need to discover.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: There are seven primary needs that apps meet: the need to find “me time,” socialize, shop, accomplish, prepare, discover, and self-express.

66.                Which of the following is a pricing model for apps discussed in your text?

67.                cost-plus

68.                B. ad-supported

69.                premium

70.                per-use

71.                data-driven

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: The four types of pricing models for apps are ad-supported, freemium, paid apps, and paid apps with in-app purchases.

67.                Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

68.                A. need for “me time”

69.                need for socializing

70.                need for shopping

71.                need for accomplishing

72.                need for self-expression

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Although we need to organize, accomplish, and socialize, we also need to have time set aside just for us—to be unproductive. The most popular need is all about entertainment and relaxation. Not surprisingly, people spend nearly half their time on their smartphone seeking fun.

68.                In a process called _______, a customer visits a store to touch, feel, and even discuss a product’s features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

69.                deal-finding

70.                window-shopping

71.                highlighting

72.                matching

73.                E. showrooming

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Shoppers want to shop anytime they choose. In a process called showrooming, a customer visits a store to touch, feel, and even discuss a product’s features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

69.                Which of the following apps would help consumers fulfill their “need to accomplish”?

70.                Snapchat

71.                Google Calendar

72.                Flipboard

73.                D. MyFitnessPal

74.                SkyMap

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: The need to accomplish means that people seek to manage their finances, improve their health, or become more productive through apps. MyFitnessPal allows users to track their daily exercise, calories, and weight loss, and its social component enables people to post their successes.

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

71.                A. to prepare

72.                to accomplish

73.                to discover

74.                to work

75.                to organize

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: As our lives get busier and faster paced, the need to keep organized and make quick decisions continues to grow. Calendar apps, trip planners, and flight trackers help meet this need by helping us prepare and plan.

71.                ________ are free to download, but appear as ads on the screen ; they generate revenue while users interact with the app.

72.                A. Ad-supported apps

73.                Freemium apps

74.                In-app purchases

75.                Paid apps

76.                Paid apps with in-app purchases

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Ad-supported apps are free to download, but appear as ads on the screen. They generate revenue while users interact with the app. Although there are many of these types of apps, the majority of app revenue is generated from other forms of pricing models.

72.                Current research points to which pricing model for apps as the most effective?

73.                ad-supported apps

74.                B. freemium apps

75.                in-app purchases

76.                paid apps

77.                paid apps with in-app purchases

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

Feedback: Freemium apps with in-app purchases make up the vast majority of revenue from Apple’s App store in 8 of 10 app categories. According to Distimo, a research firm specializing in the mobile app market, 71 percent of apps in Apple’s App Store implement a freemium pricing model, and 92 percent of revenues from Apple’s App Store and 98 percent from Google’s Play App Store come from freemium pricing.

73.                The elements of the social media engagement process are

74.                listening, reacting, and correcting.

75.                exciting, listening, and doing.

76.                analyzing, developing, and engaging.

77.                listening, engaging, and evaluating.

78.                E. listening, analyzing, and doing.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: The three-stage process for social media engagement involves listening to what customers have to say, analyzing the information available through various touch points, and implementing (or doing) social media tactics to excite customers.

74.                Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

75.                reacting.

76.                exciting.

77.                engaging.

78.                D.

79.                educating.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: Using a technique known as sentiment analysis, marketers can analyze the content found on sites like Facebook, Twitter, and online blogs and reviews to assess the favorableness or unfavorableness of the sentiments.

75.                One important measure of social media’s effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site’s

76.                A. conversion rate.

77.                extended network.

78.                bounce rate.

79.                hits.

80.                click paths.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: The conversion rate is a measure that indicates what percentage of visitors or potential customers act as the marketer hopes, whether by clicking, buying, or donating. Conversion rates can also reveal what users might have wanted but did not find at the site.

76.                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

77.                the number of people who entered the contest.

78.                the number of people who entered the contest plus the number of people who visited the page describing the contest.

79.                the number of people who visited the page describing the contest.

80.                D. the percentage of visitors to the page describing the contest who entered the contest.

81.                the percentage of fans of the company’s page who learned about the contest.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: The conversion rate is the percentage of customers who take the desired action. Sites with low conversion rates either aren’t doing a good job of persuading visitors to take action, or are not doing a good job of attracting the right kind of site visitor (i.e., the appropriate target market).

77.                Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

78.                Google Analytics.

79.                B. sentiment analysis.

80.                click path analysis.

81.                keyword analysis.

82.                bounce rate.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: Sentiment analysis analyzes data from a variety of social media sites to collect consumer comments about products, services, or (in this case) promotional campaigns.

78.                Despite its vivid design, the website for Lolly’s Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

79.                sentiment analysis

80.                page views

81.                C. bounce rates

82.                keyword analysis

83.                mobilization rates

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: Social media marketers use metrics such as the bounce rate, which refers to the percentage of times a visitor leaves the site almost immediately, such as after viewing only one page. This would be the most helpful for the bookstore owner.

79.                Companies that specialize in sentiment analysis are least likely to look at __________ for data.

80.                personal blogs

81.                Facebook

82.                Twitter

83.                D. YouTube

84.                online reviews

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: Marketers analyze the content found on sites like Facebook, Twitter, online blogs, and online reviews to assess the favorableness or unfavorableness of the sentiments.

80.                One measure of traffic from visitors on sites, the total requests for a page, is measured in units called

81.                clickers.

82.                B.

83.                paths.

84.                tweets.

85.                impressions.

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: Measures of website traffic include hits (i.e., total requests for a page), visits to a particular site or page, unique visitors to the site, and page views.

81.                Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitor’s websites, particularly to learn how people search for similar products online?

82.                click path data

83.                sentiment analysis

84.                social influence

85.                D. keyword analysis

86.                budget analysis

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: With information obtained from keyword analysis, marketers can refine their websites by choosing keywords to use on their site that their customers use.

82.                What type of analytic is used to understand what’s popular and what’s not on a firm’s website, including page load times and site navigation?

83.                social

84.                B. content

85.                mobile

86.                conversion

87.                advertising

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: A content analytic is used to understand what’s popular and what’s not on a firm’s website, including page load times and site navigation.

83.                How is the cost to companies and entrepreneurs using Google Analytics calculated?

84.                a few cents per 100 hits

85.                correlation to conversion rates of website

86.                flat fee

87.                free for individuals; corporate rates based on usage

88.                E. free for everyone

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

Feedback: Google Analytics offers a sophisticated, in-depth form of analysis, all for free.

84.                The first step in the process of creating a social media campaign is to

85.                develop a budget.

86.                identify the target audience.

87.                C. set goals.

88.                design the elements of the campaign.

89.                monitor the program.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: The first step is to identify a strategy and goals.

85.                The final step in the process of creating a social media campaign is to

86.                develop a budget.

87.                identify the target audience.

88.                set goals.

89.                design the elements of the campaign.

90.                E. monitor the program.

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: The final step is to review the success of the campaign and make changes as necessary.

86.                When developing a social media campaign, what is unique about the copy and images to be used that is more critical with social media that other forms of IMC?

87.                They need to be humorous.

88.                B. They need to be updated almost constantly.

89.                They need to feature only young actors.

90.                They must appear only in color (not black and white).

91.                They must appeal to a diverse, multicultural audience.

AACSB: Communication

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: An aspect that is more critical with social media than other forms of integrated marketing communications (IMC) is that the images and messages need to be updated almost constantly. Because people expect changing content online, it would be inappropriate to run the same campaign for several months.

87.                What is the disadvantage for companies in using a “daily budget” such as that offered by Facebook to its advertisers?

88.                has poor cost control

89.                is unable to make adjustments

90.                C. may limit exposure if ad is very successful

91.                is unattractive to consumers

92.                encourages negative feedback

AACSB: Technology

Accessibility: Keyboard Navigation

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

Feedback: This option can be risky if the firm is getting great feedback and, all of a sudden, a compelling ad disappears.

88.                Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.

Answers will vary, but should include a discussion of how traditional ways of marketing products and services, such as brick and mortar stores, traditional mass media (print , television, radio) and other sales promotional vehicles (e.g., mail, telemarketing) are no longer sufficient for many firms. The presence of social, mobile, and online marketing is steadily expanding relative to these more traditional forms of integrated marketing communications (IMC). Students should also point out that social and mobile media firms offer services or tools to help consumers and firms build connections. Through these connections, marketers and customers share information of all forms—from their thoughts about products or images, to uploaded pictures, music, and videos.

AACSB: Analytical Thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

89.                Explain the 4E framework for social media, and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es.

The answer should include the following points:

• Excite—Excite customers with relevant offers. Social networks and mobile applications are especially effective.
• Educate—Educate them about the offering. Thought-sharing sites can be especially effective.
• Experience—Help them experience products directly or indirectly. Media-sharing sites can be especially effective.
• Engage—Give them an opportunity to engage via social networks. Media-sharing and thought-sharing sites are especially effective.

AACSB: Analytical Thinking

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

90.                What forms of social media are good choices for “exciting” the customer?

Answers will vary, but may include social networks such as Facebook, Pinterest, and Google+ because of their ability to communicate deals that are likely to excite consumers. Also, location-based software and applications help bring offers to consumers when they are in the process of making a purchase decision.

AACSB: Analytical Thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

91.                A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client, and outline a complete social media program for this new product.

The targeted client is likely to be young, educated, and technologically savvy. The social media program should include reasonable suggestions for each of the 4Es (excite, educate, experience, and engage).

AACSB: Analytical Thinking

Blooms: Create

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

92.                Explain how YouTube helps customers “experience” a product or service.

Answers will vary, but should include a discussion of how videos posted on YouTube can provide vivid information about a firm’s goods and services—how they work, how to use them, and where they can be obtained. YouTube and similar sites can come relatively close to simulating real experiences, almost as if a consumer is trialing the product in advance.

AACSB: Analytical Thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

93.                In terms of the 4E framework, what is the significance of “engaging” the customer?

Answers will vary, but should show an understanding that with engagement comes action and the potential for a relationship, and possibly even loyalty and commitment on the part of the customer. Students should also understand that engagement can be either positive or negative. Positively engaged consumers tend to be more profitable consumers, purchasing 20 to 40 percent more than less engaged customers do.

AACSB: Analytical Thinking

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Social Media as part of the Marketing Plan

94.                Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones. Using the 4E framework, explain (with examples) how Samsung could build this program.

Answers will vary, but should include reasonable suggestions for each of the 4Es (excite, educate, experience, and engage).

AACSB: Analytical Thinking

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-01 Describe the 4E framework of social media marketing.

Topic: Technological Environment

95.                Briefly describe the three-stage process for engaging customers using social and mobile media.

The three-stage process involves listening to what customers have to say, analyzing the information available through various touch points, and implementing (or doing) social media tactics to excite customers.

AACSB: Analytical Thinking

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

96.                Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who “likes” the restaurant’s Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

A good starting point is to measure the number of page views received by the page explaining the promotion. Next, measure the number of “likes” that occur while the promotion is ongoing, although some of those might have occurred even without the promotion. Finally, the number of times someone redeems the free-dessert offer should be measured.

AACSB: Technology

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

97.                Suppose that a restaurant near campus wants to use social media to get more people to visit the restaurant. The manager plans to offer a free dessert to anyone who “likes” the restaurant’s Facebook page. In this situation, how would you measure the conversion rate?

Strictly speaking, the goal of the promotion is to get people to visit the restaurant. Thus, the best measure of conversion rate is to count the number of people who take advantage of the free-dessert offer, and divide it by the number of people who viewed the page describing the offer. However, this requires offline measurement (since the offer is redeemed offline).

AACSB: Technology

Blooms: Analyze

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

98.                What are page views, and why might a blogger want to see a report showing page views for the different pages of a blog?

The number of page views is the number of times a particular page of a site has been viewed by any visitor. Pages with more page views might be an indication that those topics were of particular interest to site visitors, and might suggest that more posts on that topic should be added.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

99.                Burger King has become known for launching edgy—and often risky—advertising and social media campaigns. How might Burger King use sentiment analysis to gain insights into consumers’ reactions to a new ad campaign?

Burger King could use sentiment analysis to collect social media content related to its ad campaign, distilling it in order to gain insights into consumer attitudes about the new ads.

AACSB: Technology

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Marketing Metrics

100.             Explain the three primary objectives social media is used to accomplish.

First, members promote themselves to gain more friends. Second, the sites promote to get more members. Third, outside companies promote their products and services to appeal to the potential consumers that are active on the sites.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

101.             Give an example of how social media can be used to provide improved customer service.

Answers may vary, but most will probably discuss companies closely monitoring their Facebook pages and Twitter feeds looking for customer concerns, complaints, and questions.

AACSB: Knowledge Application

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

102.             Compare the role of corporate, professional, and personal bloggers regarding a new product. Choose one product/service and use this as an example in your explanation.

Answers will vary, but should address the role of corporate blogs (controlled by the company), professional blogs (unbiased product reviews and recommendations), and personal blogs (under the least amount of control, and often containing complaints or compliments from the consumer).

AACSB: Knowledge Application

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

103.             Why might an active Facebook user also want to participate in LinkedIn?

LinkedIn is a professional social network, useful for building and maintaining professional connections. Facebook is used more for personal contacts and friendships. Both will provide opportunities for networking.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Technological Environment

104.             Describe a typical user of LinkedIn, as well as the kinds of activities he or she will participate in as an active user.

LinkedIn is a professional social network, useful for building and maintaining professional connections. It is especially useful for small-business owners. Active site users will post résumés, network with other professionals, and search for jobs. They may also look for new business and get key information about competitors.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Technological Environment

105.             How do companies such as the Home Shopping Network effectively utilize media-sharing sites? Provide examples, including reference to which two of the 4E frameworks are most active.

Answers will vary, but should make reference to how media-sharing sites such as YouTube and Flickr are used to encourage customers to engage, or provide a way to experience their goods or services. The text describes the Home Shopping Network’s broadcasts from their own channel, that is, a YouTube site that contains content relevant only to the company’s own products.

AACSB: Technology

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

106.             Discuss why mobile marketing should be considered significant by companies and marketing firms.

Of the more than 184 million people who have smartphones in the United States, approximately 60 percent of them make purchases on these devices. Mobile marketing is significant and growing. About 180 billion apps were downloaded globally in 2015. In the United States alone, almost $10 billion of mobile downloads and in-app revenues were accrued in 2015, even though nearly 93 percent of apps downloaded are free. Mobile app downloads are expected to grow to 286 billion annually by 2017. Thus, mobile marketing is significant and growing.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

107.             Marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites. Describe each of these types of sites and give examples of each.

Answers will vary, but should include a description of each type of social media with examples:

• Social networking sites—allow people to interact with friends or business acquaintances. Examples include Facebook, LinkedIn, and Google+.
• Media-sharing sites—enable users to share content they have generated from videos and pictures. Examples include YouTube, Instagram, Flickr, and other sites.
• Thought-sharing sites—consist of different types of blogs: corporate, professional, personal, and micro. Examples will vary, but should include the most common microblog, Twitter.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-03 Understand the types of social media.

Topic: Social Media as part of the Marketing Plan

108.             List and describe the seven primary motivations for mobile app usage.

Answers should include a description of each of the seven primary motivations for mobile app usage.

• “Me time”—seeking relaxation or entertainment
• Socializing—interacting with other people
• Shopping—seeking a product or a service
• Accomplishing—managing finances, health, and productivity
• Preparation—planning for upcoming activities
• Discovery—seeking news and information
• Self-expression—participating in hobbies and interests

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

109.             Select four of the seven primary motivations for mobile apps and provide examples of apps that correspond to each motivation.

Answers will vary, but may include:

• “Me time”—various game apps (Candy Crush Saga), e-book apps (Kindle), or TV/movie apps (Netflix, YouTube, or Hulu)
• Socializing—Twitter, Skype, Snapchat
• Shopping—Out of Milk, showrooming Amazon app
• Accomplishing—MyFitnessPal, Mint QuickView (money management app)
• Preparation—Kayak, Dropbox, Google Calendar
• Discovery—Flipboard, Weather Channel
• Self-expression—Tapatalk, SkyMap

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

110.             Explain the concept of “showrooming” including what type of app it is associated with and what primary motivation need it fulfills.

In a process called showrooming, a customer visits a store to touch, feel, and even discuss a product’s features with a sales associate, and then instantly compares the prices online to see whether a better deal is available. Using the Amazon app, if the Amazon price is better, the customer can buy the product online with a single click.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

111.             List and describe the four basic ways of generating revenue from apps.

Answers should include a description of each of the four basic ways of generating revenue from apps.

• Ad-supported apps are free to download, but appear as ads on the screen. They generate revenues while users interact with the app.
• Freemium apps are free to download but include in-app purchases that enable the user to enhance an app or game.
• Paid apps charge the customer an up-front price to download the app, but offer full functionality once downloaded.
• Paid apps with in-app purchases require the consumer to pay initially to download the app and then offer the ability to buy additional functionality.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Technological Environment

112.             You are the owner of a new deli that encourages customers to “build their own sandwiches.” What social and mobile media tools could you use to enhance your business?

Answers will vary, but should include the use of various social and mobile media tools. An example would be the following: The deli could set up a Facebook page to let customers know about daily specials and offer coupons; it could encourage customers to post photos of their sandwich creations on Instagram or Flickr; it could set up a Twitter account to educate customers on the deli and its products; it could develop a mobile app that would automatically calculate the calories of customers’ sandwich creations.

AACSB: Technology

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.

Topic: Social Media as part of the Marketing Plan

113.             List, in order, the steps involved in developing a social media marketing campaign.

114.             Identify strategy and goals

115.             Identify target audience

116.             Develop the campaign: Experiment and engage

117.             Develop the budget

118.             Monitor and change

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.

Topic: Social Media as part of the Marketing Plan

114.             Describe the Wheel of Social Media Engagement.

The Wheel of Social Media Engagement comprises the fundamental drivers of social media engagement as five related effects. The authors propose that the hub is a repository of past and current social media engagements, and the circles around the wheel are the five effects that drive social media. The Wheel of Social Media Engagement consists of the information effect, connected effect, network effect, dynamic effect, and timeliness effect.

AACSB: Technology

Blooms: Understand

Difficulty: 2 Medium

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

115.             Provide an example of how a company, such as Coca-Cola, might engage a customer through the use of beacon technology.

Answers will vary, but should include that many customers enjoy the timely interactions with firms when they engage with them at the point of purchase. To reach customers at the right time, Coca-Cola relies on beacon technology, that is, technology that allows companies to detect where customers (who have enabled the feature) are at each moment, through their smartphones. In 2015, Coca-Cola’s pilot campaign offered moviegoers a free Coke at the moment they walked through the movie house if they had already downloaded the appropriate app from the brand.

AACSB: Technology

Blooms: Apply

Difficulty: 3 Hard

Learning Objective: 03-02 Understand the drivers of social media engagement.

Topic: Social Media as part of the Marketing Plan

Category                                                                                                                                                                                 # of Questions

AACSB: Analytical Thinking                                                                                                                                                                             11

AACSB: Communication                                                                                                                                                                                   1

AACSB: Knowledge Application                                                                                                                                                                       8

AACSB: Technology                                                                                                                                                                                          95

Accessibility: Keyboard Navigation                                                                                                                                                                    87

Blooms: Analyze                                                                                                                                                                                                 2

Blooms: Apply                                                                                                                                                                                                    28

Blooms: Create                                                                                                                                                                                                    1

Blooms: Remember                                                                                                                                                                                             41

Blooms: Understand                                                                                                                                                                                           43

Difficulty: 1 Easy                                                                                                                                                                                                41

Difficulty: 2 Medium                                                                                                                                                                                          41

Difficulty: 3 Hard                                                                                                                                                                                                32

Learning Objective: 03-01 Describe the 4E framework of social media marketing.                                                                                            27

Learning Objective: 03-02 Understand the drivers of social media engagement.                                                                                                11

Learning Objective: 03-03 Understand the types of social media.                                                                                                                       32

Learning Objective: 03-04 Understand various motivations for using mobile applications and how they are priced.                                         18

Learning Objective: 03-05 Recognize and understand the three components of a social media strategy.                                                            27

Topic: Marketing Metrics                                                                                                                                                                                    14

Topic: Social Media as part of the Marketing Plan                                                                                                                                              78

Topic: Social Media Definition                                                                                                                                                                           1

Topic: Technological Environment                                                                                                                                                                      22

 

 

 

Chapter 05

Test Bank

1.   By paying close attention to customer needs and continuously monitoring the business environment in which it operates, a good marketer can identify potential opportunities.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.

Topic: Stakeholders effect on Marketing Strategy

Feedback: Changes in the environment can be a source of opportunities for the firm.

2.   When analyzing the immediate environment and the macroenvironment, marketers must be careful to keep the firm at the center of all analyses.

FALSE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.

Topic: Stakeholders effect on Marketing Strategy

Feedback: The consumer, not the firm, should be kept at the center of all activity.

3.   The marketing firm must consider the entire business process, all from a consumer’s point of view.

TRUE

AACSB: Analytical Thinking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: 1 Easy

Learning Objective: 05-01 Outline how customers, the company, competitors, and corporate partners affect marketing strategy.

Topic: Stakeholders effect on Marketing Strategy

Feedback: The marketing firm must consider the entire business process, all from a consumer’s point of view.