Solution manual

Chapter 3 - Social and Mobile Marketing Marketing 5th

1.1.1.1.1.1.1.1 Answers To End Of Chapter Learning Aids

1.1.1.1.1.1.1.2 Marketing Applications

1 Examine Gatorade’s social media strategy using the 4E model.

The four E’s are: excite customers with relevant offers, educate them about the offering,

help them experience products (directly or indirectly), give customers an opportunity to

2 Using the components of the 4E model, outline how an entrepreneur marketing

T-shirts can augment or enhance his or her marketing mix efforts.

An entrepreneur marketing t-shirts probably has a limited promotional budget and

should use social media to interact with customers. The t-shirt manufacturer should use

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 1

Chapter 3 - Social and Mobile Marketing Marketing 5th

4 If you were marketing a new sneaker, what sort of mobile applications might

enhance your marketing efforts?

blogs, review sites, and the firm’s website. Describe how your strategy might

provide insights into consumers’ sentiments about the new product line.

6 As an intern for Dunkin’ Donuts, you have been asked to develop a social media

campaign for a new glazed muffin. The objective of the campaign is to increase

awareness and trial of the new line of muffins. How would you go about putting

7 You were just hired by a company that wants to produce apps that help people

become healthier by exercising, eating well, and reducing stress. Which of

customer motivations would you recommend the company focus on? Describe the

app you would design, the customer motivations it meets, and why your app is the

design for your potential customers.

Students will respond with many different types of apps using the following customer

motivations:

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 2

Chapter 3 - Social and Mobile Marketing Marketing 5th

Creators, those hip, cool contributors, sit at the cutting edge and plan to stay

there. Social media give them new ways to post and share their creative, clever

ideas.

8 The company loves the idea for the app you suggested in the previous question,

but is concerned about how they will make money on the app. Suggest a pricing

model for the app and discuss why this model will maximize profits.

There are four basic ways of generating revenue from apps:

Ad-supported apps are free to download, but place ads on the screen when using

the program to generate revenue.

of the key steps that Facebook suggests you consider when using ads?

9 Go to SalesForce.com Radian6’s website

check out its top case studies. How do these case studies provide insights

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 3

Chapter 3 - Social and Mobile Marketing Marketing 5th

into how listening and analytic system can help firms improve their social media

marketing?

11 A student who graduates with a marketing degree likely has a good foundation for

with the keyword “social media.” Would you be interested in pursuing one or

more of these positions? Why or Why not?

The Red Bull Stratos project

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 4

Chapter 3 - Social and Mobile Marketing Marketing 5th

New York Red Bull MLS team sponsorship

13 How should Red Bull assess the effectiveness of these campaigns? Describe how

they should respond to insights gained by this assessment.

Red Bull can use sentiment analysis to assess the favorableness or un-favorableness of

the sentiments expressed by consumers. Sentiment analysis will allow the company to

analyze data from social media sources to collect consumer comments about companies

1.1.1.1.1.1.1.5 Additional Teaching Tips

© 2015 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part. 6