Marketing Final Exam

E the first action a marketing team should take when

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Unformatted text preview: l Promotion MSC: BLOOMS Application 57. Refer to Using Social Media Effectively. Of the social media objectives often defined by marketers, the foundational objective is undoubtedly: a. energizing b. talking c. embracing d. supporting e. listening ANS: E The first action a marketing team should take when initiating a social media campaign is just to listen. Only after establishing an effective listening platform should an organization move on to developing a list of objectives for its social media team to accomplish. PTS: 1 REF: 355 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application 58. Refer to Using Social Media Effectively. Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers? a. Buzzillions, a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews b. Google Analytics, a free service that shows businesses how visitors found their site and how they interact with it c. Site Volume, a service that measures the frequency of search terms across Digg, MySpace, and YouTube d. Converseon, a service that helps marketers find out what people are saying about their product/brand on newsgroups, blogs, podcasts, and social media sites e. InnoCentive, a service that enables its clients to source ideas from their customers ANS: A The clearest path to increasing sales using social media is to get customers talking about products and services. Ratings and reviews are a good way to achieve this; they are probably the easiest way to energize customers to sell to others. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 59. Refer to Using Social Media Effectively. A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users. Although to some extent this forum helps the manufacturer achieve all of its social media objectives, this “self-help” forum is MOST geared toward the objective of: a. embracing b. supporting c. talking d. e. energizing listening ANS: B Since the forum enables customers to help one another use the manufacturer’s products, it appears to be most geared toward the supporting objective. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 60. Refer to Using Social Media Effectively. One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by: a. providing bloggers with products and/or money in exchange for a review b. flooding the comments section of such blogs with positive comments about the brand or company c. purchasing the blogs from the owners and converting them into corporate blogs d. endearing the organizatio...
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