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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
3 Suppose a herbal tea company introduced a new product called mint-enhanced tea
—mint and lemon herbal tea. How should it go about creating excitement using
various social and mobile media tools?
© 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?
5 Assume you work for a large consumer packaged goods firm, which has
discovered that its latest line of snack foods is moving very slowly off store
shelves. Recommend a strategy for listening to what consumers are saying on
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
such a campaign together?
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.
1.1.1.1.1.1.1.3 Net Savvy
1 Go to http://www.facebook.com/businessand learn about how to build pages, ads,
sponsored stories and take advantage of mobile applications. What are some
of the key steps that Facebook suggests you consider when using ads?
9 Go to SalesForce.com Radian6’s website
(http://www.salesforcemarketingcloud.com/products/social-media-listening/) and
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?
10 Learn about Coca-Cola and Google’s Project ReBrief social media campaign on
YouTube (http://www.youtube.com/watch?v=45Z-GevoYB8). Which of the Four
E components does this campaign leverage?
Coca-Cola and Google are attempting to excite the customers with a fun way to share the
beverage. They are allowing users to participate in a casual social network. To excite
11 A student who graduates with a marketing degree likely has a good foundation for
jobs that utilize social media. Go to Monster.com and search for jobs in your area
with the keyword “social media.” Would you be interested in pursuing one or
more of these positions? Why or Why not?
Student answers will vary.
1.1.1.1.1.1.1.4 Chapter Case Study: Images, Sales, Brands: How Red Bull
Uses Various Social Media Techniques To Achieve All Its
Objectives
1 What social and mobile media tools is Red Bull using?
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
12 Evaluate Red Bull’s social media marketing strategy using the 4-E framework?
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
This chapter explores how social and mobile marketing have revolutionized how
companies communicate with, listen to, and learn from their customers. Listening and
analysis - or social media monitoring- is key, enabling companies to identify salient
customer input and trends.
© 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
