Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
60. What is Google+?
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
62. What is a microblog?
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. 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. All of the following are primary needs that apps meet except
66. Which of the following is a pricing model for apps discussed in your text?
67. Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?
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. Which of the following apps would help consumers fulfill their "need to accomplish"?
70. Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?
71. ________ are free to download, but appear as ads on the screen ; they generate revenue while users interact with the app.
3-17
72. Current research points to which pricing model for apps as the most effective?
73. The elements of the social media engagement process are
74. Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by
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. 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. 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. 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?
80. One measure of traffic from visitors on sites, the total requests for a page, is measured in units called
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. 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. How is the cost to companies and entrepreneurs using Google Analytics calculated?
84. The first step in the process of creating a social media campaign is to
85. The final step in the process of creating a social media campaign is to
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. What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?
88. Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.
3-21
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.
90. What forms of social media are good choices for "exciting" the customer?
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.
92. Explain how YouTube helps customers "experience" a product or service.
93. In terms of the 4E framework, what is the significance of "engaging" the customer?
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.
95. Briefly describe the three-stage process for engaging customers using social and mobile media.
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.
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?
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?
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?
100. Explain the three primary objectives social media is used to accomplish.
101. Give an example of how social media can be used to provide improved customer service.
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.
103. Why might an active Facebook user also want to participate in LinkedIn?
104. Describe a typical user of LinkedIn, as well as the kinds of activities he or she will participate in as an active user.
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.
106. Discuss why mobile marketing should be considered significant by companies and marketing firms.
3-24
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.
108. List and describe the seven primary motivations for mobile app usage.
109. Select four of the seven primary motivations for mobile apps and provide examples of apps that correspond to each motivation.
110. Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.
111. List and describe the four basic ways of generating revenue from apps.
3-25
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?
113. List, in order, the steps involved in developing a social media marketing campaign.
114. Describe the Wheel of Social Media Engagement.
115. Provide an example of how a company, such as Coca-Cola, might engage a customer through the use of beacon technology.
Category # of Questions
AACSB: Analytical Thinking 11
AACSB: Communication 1
AACSB: Knowledge Application 8
AACSB: Technology 95
3-26
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
