Type
Solution Manual
Book Title
Marketing 5th Edition
ISBN 13
978-0077729028

978-0077729028 Chapter 3 Lecture Note

April 8, 2019
Chapter 3
Social and Mobile Marketing
1.1.1.1.1.1.1.1 Tools For Instructors
Brief Chapter Outline
Learning Objectives
Chapter Overview (“Summing Up”)
Extended Chapter Outline with Teaching Tips
PowerPoint Slides with Teaching Notes
Answers to End of Chapter Learning Aids
Chapter Case Study
Additional Teaching Tips
1.1.1.1.1.1.1.2 Brief Chapter Outline
The 4E Framework for Social Media
Categories of Social Media
Going Mobile and Social
How Do Firms Engage Their Customers Using Social Media?
Managing Your Individual Brand Value in a Social Media World
Summing Up
End of Chapter Learning Aids
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media
Techniques to Achieve All Its Objectives
1.1.1.1.1.1.1.3 Learning Objectives
LO1 Describe the 4E framework of social media marketing.
LO2 Understand the types of social media.
LO3 Understand various motivations for using mobile applications and how they are priced.
LO4 Recognize and understand the three components of a social media strategy.
1.1.1.1.1.1.1.4 Chapter Overview (“Summing Up”)
LO1 Describe the 4E framework of social media marketing.
The 4E framework recognizes that marketers must: Excite customers with relevant offers;
Educate them about the offering; help them Experience products, whether directly or indirectly;
and give them an opportunity to Engage.
LO2 Understand the types of social media.
Users of social media employ them to promote themselves or their products and services. They
do so through three main categories: social networking sites (e.g., Facebook, LinkedIn),
media-sharing sites (e.g., YouTube), and thought-sharing sites (e.g., blogs, Twitter).
LO3 Understand various motivations for using mobile applications and how they are
priced.
As mobile users increase in number and diversity, the applications developed to appeal to them
are spreading as well. Although there are well over a million apps, they meet seven basic
customer motivations: for “me time,” socialize, shop, accomplish, prepare, discover, and
self-express. By meeting multiple of these motivations, companies can attract a large amount of
customers. When choosing how to charge for apps, firms have four options: ad-supported,
freemium, paid apps, and paid apps with in-app purchases..
LO4 Recognize and use the components of a social media strategy.
Firms engage with customers through social and mobile media using a three step process. First,
they listen to the customer using techniques like sentiment analysis. Second, they analyze the
data collected in the first step using metrics like the bounce rate, click paths, and conversion
rates. Finally, they use this information to develop tactics to engage their customers in a way
very similar to the process described in Chapter 19.
1.1.1.1.1.1.1.5 Extended Chapter Outline With Teaching Tips
2 The 4e Framework For Social Media (PPT slide 3-4)
2.1Excite the Customer (PPT slide 3-5)
2.2Educate the Customer (PPT slide 3-6)
2.3Experience the Product or Service (PPT slide 3-7)
2.4Engage the Customer (PPT slide 3-8)
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 3-9)
1. What are the 4Es?
2. What social media elements work best for each of the 4Es?
Answer: Best social media elements:
3 Categories Of Social Media (PPT slide 3-10)
3.1Social Network Sites (PPT slide 3-11)
Facebook
3.1.1 LinkedIn
3.1.2 Google +
3.2Media - Sharing Sites (PPT slide 3-12)
3.2.1 YouTube
3.2.2 Instagram
3.2.3 Flickr and other photo sites
3.3Thought - Sharing Sites (PPT slide 3-13)
3.3.1 Blogs
3.3.2 Microblogs
4 Going Mobile And Social (PPT slide 3-14)
4.1.1 Need for Me Time
4.1.2 Need to Socialize
4.1.3 Need to Shop
4.1.4 Need to Accomplish
4.1.5 Need to Prepare
4.1.6 Need to Discover
4.1.7 Need to Self-Express
App Pricing Models
Check Yourself: Several questions are offered for students to check their understanding of core
concepts. (PPT slide 3-15)
What are the seven types of customer motivations for using mobile apps?
What are the four options to price mobile apps?
What are some of the most popular types of mobile applications?
5 How Do Firms Engage Their Customers Using Social Media? (PPT slide 3-16)
5.1Listening (PPT slide 3-17)
5.2Analyzing (PPT slide 3-18)
5.2.1 Analytics (PPT slide 3-19)
5.3How to Do a Social Media Marketing Campaign (PPT slide 3-20)
5.3.1 Identify strategy goals
5.3.2 Identify target audience
5.3.3 Develop the campaign: experiment and engage
5.3.4 Develop the budget
5.3.5 Monitor and change

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