Question 1

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

Accepted Answer

A) need for "me time" 
B) need for socializing 
C) need for shopping 
D) need for accomplishing 
E) need for self-expression 
A) need for "me time" 
B) need for socializing 
C) need for shopping 
D) need for accomplishing 
E) need for self-expression

Question 2

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

Accepted Answer

A) educate 
B) energize 
C) excite 
D) experience 
E) engage 
A) educate 
B) energize 
C) excite 
D) experience 
E) engage

Question 3

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

Accepted Answer

A) corporate blog. 
B) network blog. 
C) personal blog. 
D) professional blog. 
E) social blog. 
A) corporate blog. 
B) network blog. 
C) personal blog. 
D) professional blog. 
E) social blog.

Question 4

The primary goal of any website is to convince consumers to purchase a product.

Accepted Answer

A) True 
 B)False

Question 5

How is the cost to companies and entrepreneurs using Google Analytics calculated?

Accepted Answer

A) a few cents per 100 hits 
B) correlation to conversion rates of website 
C) flat fee 
D) free for individuals; corporate rates based on usage 
E) free for everyone 
A) a few cents per 100 hits 
B) correlation to conversion rates of website 
C) flat fee 
D) free for individuals; corporate rates based on usage 
E) free for everyone

Question 6

________are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Accepted Answer

A) Ad-supported apps 
B) Freemium apps 
C) In-app purchases 
D) Paid apps 
E) Paid apps with in-app purchases 
A) Ad-supported apps 
B) Freemium apps 
C) In-app purchases 
D) Paid apps 
E) Paid apps with in-app purchases

Question 7

Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

Accepted Answer

A good starting point is to measure the

Question 8

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

Accepted Answer

A) sentiment analysis 
B) page views 
C) bounce rates 
D) keyword analysis 
E) mobilization rates 
A) sentiment analysis 
B) page views 
C) bounce rates 
D) keyword analysis 
E) mobilization rates

Question 9

When people share photos of their restaurant meal on Instagram, it demonstrates the timeliness effect of social media engagement.

Accepted Answer

A) True 
 B)False

Question 10

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

Accepted Answer

A) educate the customer about the shoes. 
B) engage with the company's digital platform. 
C) express opinions about the shoes. 
D) excite the customer about the shoes. 
E) indirectly experience the products. 
A) educate the customer about the shoes. 
B) engage with the company's digital platform. 
C) express opinions about the shoes. 
D) excite the customer about the shoes. 
E) indirectly experience the products.

Question 11

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

Accepted Answer

A) educate 
B) experience 
C) engage 
D) energize 
E) excite 
A) educate 
B) experience 
C) engage 
D) energize 
E) excite

Question 12

Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.

Accepted Answer

In a process called showrooming, a custo

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

In terms of the 4E framework, why would companies be interested in "engaging" the customer?

Accepted Answer

Answers will vary but should show an und

Question 15

One of the seven primary needs that apps meet is the need to discover.

Accepted Answer

A) True 
 B)False

Question 16

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

Accepted Answer

A) True 
 B)False

Question 17

The network effect of social media engagement occurs when individuals or companies repost or share information they see on social media.

Accepted Answer

A) True 
 B)False

Question 18

Hannah suggested that the website be designed using earth tones since the company manufactured construction equipment that literally moved earth. Which of the 7Cs of the online marketing framework does this decision reflect?

Accepted Answer

A) context elements 
B) community 
C) commerce 
D) connection 
E) core goals 
A) context elements 
B) community 
C) commerce 
D) connection 
E) core goals

Question 19

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

Accepted Answer

A) conversion rate. 
B) extended network. 
C) bounce rate. 
D) hits. 
E) click paths. 
A) conversion rate. 
B) extended network. 
C) bounce rate. 
D) hits. 
E) click paths.

Question 20

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

Accepted Answer

Answers should include a description of

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

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

The primary goal of any website is to convince consumers to purchase a product.

How is the cost to companies and entrepreneurs using Google Analytics calculated?

________are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

When people share photos of their restaurant meal on Instagram, it demonstrates the timeliness effect of social media engagement.

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

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

Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.

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

In terms of the 4E framework, why would companies be interested in "engaging" the customer?

One of the seven primary needs that apps meet is the need to discover.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

The network effect of social media engagement occurs when individuals or companies repost or share information they see on social media.

Hannah suggested that the website be designed using earth tones since the company manufactured construction equipment that literally moved earth. Which of the 7Cs of the online marketing framework does this decision reflect?

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

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

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters

Exam 3: Digital Marketing: Online, Social, and Mobile

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

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

The primary goal of any website is to convince consumers to purchase a product.

How is the cost to companies and entrepreneurs using Google Analytics calculated?

________are free to download, but appear as ads on the screen; they generate revenue while users interact with the app.

Despite its vivid design, the website for Lolly's Bookstore does not attract customers. In fact, most website visitors leave the site just moments after clicking on it. Which measure does the owner need to address?

When people share photos of their restaurant meal on Instagram, it demonstrates the timeliness effect of social media engagement.

Kerri saw an ad on Facebook that asked followers to post a picture of themselves wearing their favorite pair of Keds sneakers. Ten winners would be selected from the submissions and would receive a coupon for a free pair of Keds. The objective of this digital marketing plan was to

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

Explain the concept of "showrooming" including what type of app it is associated with and what primary motivation need it fulfills.

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

In terms of the 4E framework, why would companies be interested in "engaging" the customer?

One of the seven primary needs that apps meet is the need to discover.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

The network effect of social media engagement occurs when individuals or companies repost or share information they see on social media.

Hannah suggested that the website be designed using earth tones since the company manufactured construction equipment that literally moved earth. Which of the 7Cs of the online marketing framework does this decision reflect?

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

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

Overview of Marketing

Developing Marketing Strategies and a Marketing Plan

Conscious Marketing, Corporate Social Responsibility, and Ethics

Analyzing the Marketing Environment

Consumer Behavior

Business-To-Business Marketing

Global Marketing

Segmentation, Targeting, and Positioning

Marketing Research

Product, Branding, and Packaging Decisions

Developing New Products

Services: the Intangible Product

Pricing Concepts for Capturing Value

Supply Chain and Channel Management

Retailing and Omnichannel Marketing

Integrated Marketing Communications

Advertising, Public Relations, and Sales Promotions

Personal Selling and Sales Management

Filters