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Exam 3: Social and Mobile Marketing

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Question 31

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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.

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The targeted client is likely ...

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Question 32

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Of the various types of blogs,which one do marketers have the lowest level of control over?

A) personal
B) corporate
C) professional
D) corporate microblogs
E) professional microblogs

F) None of the above
G) C) and D)

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Question 33

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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

Which aspect of the 4E framework is aimed at action,the potential for a relationship,and possibly even loyalty and commitment?

Briefly describe the three-stage process for engaging customers using social and mobile media.

The objectives of the 4E framework for social media are excite,educate,engage,and evaluate.

To achieve their objectives,marketers rely on three types of social media: social networking sites,media-sharing sites,and thought-sharing sites.

Trina is developing a marketing campaign for an organic stain-removal product.As "stain removal" is rather dull,she is trying to educate consumers about the value and uniqueness of the product,and appeal to the environmentally conscious.Which of the following is the best social media application for this task?

The focus of social media efforts targeted at customer interaction is building connections.

Which of the primary motivations do consumers spend the least amount of time engaging in on their smartphones?

List and describe the seven primary motivations for mobile app usage.

This type of thought-sharing site typically provides the highest level of control for companies.

Keyword analysis refers to the study of people's queries on search engines.

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle.But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's.The user blog best describes which of the 4E frameworks for the store's customers?

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?

Which of the following apps would help consumers fulfill their "need to accomplish"?

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?

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game,which dimension of the 4E framework was being targeted?

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

From a marketing perspective,what role is played by professional bloggers?