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Exam 3: Social and Mobile Marketing

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Question 21

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What forms of social media are good choices for "exciting" the customer?

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Question 22

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Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation?

A) to prepare
B) to accomplish
C) to discover
D) to work
E) to organize

F) C) and D)
G) B) and D)

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Question 23

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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.

The Wheel of Social Media Engagement includes the following five effects as drivers of social media: Information, Connected, Network, Dynamic, and Timeliness.

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

Your text notes that the networking benefits of LinkedIn are particularly beneficial for which group?

The dynamic effect of social media engagement expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change.

The company Forever 21 posts company updates, photos, and videos, and participates in a discussion board on its "wall." The social media site used is

In order for eHarmony to understand what its clients want, both in a service provider and in a mate, the company uses metrics such as the bounce rate.

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.

Which of the following is a pricing model for apps discussed in your text?

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

Explain how social media have changed how firms communicate with their customers relative to traditional forms of marketing products.

When designing a social media marketing campaign, the first step is to identify the target audience.

Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

The elements of the social media engagement process are

Provide an example of how a company, such as Coca-Cola, might engage a customer through the use of beacon technology.

Reminding people what they already know best describes which of the 4E frameworks?

Suppose that Nike wanted to use Facebook to increase awareness of a new line of running shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned running in their profiles?

Of the types of social media identified in the text, YouTube is considered a thought-sharing site.