Marketing Final Exam

Site ans a corporate blogs are sponsored by a company

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Unformatted text preview: : AACSB Reflective MSC: BLOOMS Application 54. Refer to Hallmark Cards. The blog operated by Hallmark Cards is an example of a: a. corporate blog b. media sharing site c. microblog d. noncorporate blog e. location-based social networking site ANS: A Corporate blogs are sponsored by a company or one of its brands and are maintained by one or more of the company’s employees. PTS: 1 REF: 358 OBJ: 22-5 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 55. Refer to Hallmark Cards. Which of the following is an example of Hallmark’s use of mobile marketing? a. b. c. d. e. Asking customers’ opinions about products Encouraging customers to talk about their lifestyles Establishing a Twitter account Enabling customers to send electronic cards to friends’ cell phones Sharing company anecdotes on its blog ANS: D Mobile marketing refers to marketing on or with a mobile device, such as a mobile phone. Allowing customers to send cards to their friends’ cell phones is one way Hallmark is using mobile marketing. PTS: 1 REF: 363 OBJ: 22-6 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Product | CB&E Model Creativity MSC: BLOOMS Application Using Social Media Effectively Many marketers define their social media objectives around five core concepts: (1) listening––understanding what customers are saying and who those customers are, (2) talking––promoting products/services through conversations with customers, (3) energizing––finding enthusiastic customers and using them to sell to others, (4) supporting––enabling customers to help one another, and (5) embracing––using customers as a source of product innovation. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands—and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty. 56. Refer to Using Social Media Effectively. Consumers’ opinions about the value of social marketing reflect: a. b. c. d. e. the decreasing influence of marketing as an important factor in business the fact that paid media is no longer relevant in the marketing world the widespread shift in marketing from one-to-many communication to many-tomany communication marketers’ continuing reluctance to wholeheartedly dive into social media customers can be easily manipulated by the onslaught of information available in the social media universe ANS: C Social media allows marketers to have conversations with consumers, which more and more consumers are demanding. PTS: 1 REF: 351-352 OBJ: 22-1 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Customer | CB&E Mode...
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