Marketing: Paige Chapter 3 Questions

Excite
Marketers gain insight about their customers by using information gathered through customer relationship management and loyalty programs. This information helps marketers to ______ customers by providing offers that are relevant to them.

enliven
educate
excite
extract

Educate
s potential customers enter websites and online stores, marketers need to ______ them about the value proposition and the offers and benefits of a product or service.

engage
excite
educate
empower

Educate
Blogs and blogging tools are critical methods in accomplishing which segment of the 4E framework of social media marketing?

Excite
Educate
Experience
Empower

Experience
Websites that show potential customers how to use a product or offer tutorials are directly related to which element of the 4E framework of social media marketing?

Entertain
Enliven
Excite
Experience

Engaement
Which element of the 4E framework for social media marketing relates to a customer’s potential for action, the potential for a relationship, and possibly even loyalty and commitment?

Excitement
Engagement
Experience
Education

Excite
As a social network site, Facebook gives companies a forum for interacting with their fans when they post product information, news, events, and promotions. In doing so, companies are utilizing which element of the 4E framework for social media marketing?

Extract
Excite
Educate
Express

Media sharing sites
Sites like YouTube and Picasa are considered ________.

media sharing sites
social networks
blogs
thought sharing sites

Professional Blogs
Websites that are those written by people who review and give recommendations on products and services are called ________.

microblogs
professional blogs
podcasts
corporate blogs

Micro blog
Twitter is a _______.

professional blog
microblog
corporate blog
personal blog

50%
In the United States, approximately _______of smartphone users use their phones to make purchases.

10%
50%
75%
25%

Gamification
The process of building customer loyalty through the offering of free apps is referred to as _______.

bundling
gamification
application marketing
showrooming

Price cheack app
. What type of smartphone app is Stylish Girl?

price-check app
travel app
game app
social networking

ANY OF ALL OF THESE
One way GE could use technology to increase access to its services and build customer connections would be to use _____.

mobile apps
media-sharing sites
social-networking sites
any or all of these
thought-sharing sites

Educate
Once consumers arrive at GE’s social media sites, GE must _____ them about its value proposition and related benefits.

educate
engage
entertain
excite
blog with

Excitement
GE Healthymagination uses Facebook, which is a social-networking site. Social-networking sites are ideally suited for which of the four Es in the 4E framework?

Education
Engagement
Entertainment
Experience
Excitement

Sentiment analysis
GE listens to its customers through various social media platforms. To analyze this content in terms of its favorableness or unfavorableness, GE can use a technique known as _________.

keyword analysis
sentiment analysis
page views
conversion rates
social reach

Monitor and change
What should GE do as the final step in its Healthymagination social media marketing campaign?

Experiment and engage
Monitor and change
Identify the target audience
Budget
Identify strategy goals

All of these
Which of the following is GE using in the Healthymagination social media campaign?

Facebook
Mobile apps
Twitter
All of these
YouTube

Setiment alalysis
pirit analyzes customers’ posts in the “Hate Thousand Miles” campaign, categorizing posts according to the airline and issue being discussed. This is an example of

in-app analysis.
sentiment analysis.
hit rating.
keyword analysis.
conversion rating.

Excitement
The “Hate Thousand Miles” campaign seeks consumers’ attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media?

Engagement
Excitement
Education
Exploration
Experience

Engagement
The “Hate Thousand Miles” campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media?

Experience
Engagement
Exploration
Education
Excitement

MEDIA–SHARING
Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into?

Social network
Microblog
Thought-sharing
Media-sharing
Location-based

Micro bloging
Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by “robot” software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a(n)

freemium app.
microblog.
media-sharing site.
sentiment analyzer.
corporate blog.

Shop
Showrooming is associated with apps designed to fulfill which primary motivation?

Accomplish
Socialize
Shop
Prepare
Discover

Setiment analysis
Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness of a company and its products in a process known as

sentiment analysis.
customer relationship management.
keyword analysis.
value cocreation.
situation analysis.

Advising
Which of the following is not one of the seven primary motivations for using a mobile app?

Advising
Self-expression
Discovery
Shopping
“Me time”

Excite, educate, experience, engage
Which of the following accurately depicts the activities included in the 4E framework for social media?

Enlighten, educate, exhaust, evolve
Excite, entice, educate, employ
Excite, educate, experience, engage
Encounter, experience, engage, employ
Enlighten, excite, engage, evolve

Netflix
A person who wishes to fulfill the need for “me time” would most likely download which of the following apps?

Twitter
MyFitnessPal
Kayak
Netflix
Flipboard

Social networking site
Facebook would be categorized as which type of social media?

Thought-sharing site
Media-sharing site
Professional site
Social networking site
Entertainment site

Premium appps
Which of the following is not a way of generating revenue from apps?

Paid apps
Ad-supported apps
Paid apps with in-app purchases
In-app purchases
Premium apps

Professional
Which of the following types of blogs are written by people who review and give recommendations on products and servcies?

personal
corporate
microblogs
product
professional

LinkedIn
Which of the following is a professional site that is designed to allow users to share information about their professional lives with others, post résumés, network with other professionals, and search for jobs?

Google+
LinkedIn
MySpace
Foursquare
Salesforce.com

in-ap purchase
When a game or app prompts users to make small “micropurchases” to enhance the app or game, it is referred to as a(n)

paid app.
ad-supported app.
micro app.
in-app purchase.
app enhancement.

Educate the customer
xWhile shopping online for gardening supplies, Lana visits a website she had heard advertised on HGTV. Although she was not familiar with this particular firm, upon entering its website, Lana was able to learn about the company’s value proposition as well as the benefits of their products. As a result, she decided to try out one of the company’s most popular products. Which aspect of the 4E framework does this represent?

Excite the customer
Engage the customer
Experience the product
Employ the product
Educate the customer

Monitor and chage
Facebook’s Ad Manager offers various metrics and reports, such as number of clicks on ads, audience demographics, and ad performance for specific time periods. This information would be used in which step of developing a social media campaign?

Identify strategy.
Develop the budget.
Monitor and change.
Identify goals.
Develop the campaign.

Bounce
The percentage of times a visitor leaves a site almost immediately, such as after viewing only one page, is referred to as the _____ rate.

click
bounce
conversion
jump
exit

Listen, analize, do
Which of the following accurately depicts the three-stage social media engagement process?

Excite, educate, engage
Plan, implement, control
Strategize, execute, regulate
Listen, analyze, do
Create, utilize, evaluate