This preview shows page 1. Sign up to view the full content.
Unformatted text preview: : AACSB Reflective
MSC: BLOOMS Application 54. Refer to Hallmark Cards. The blog operated by Hallmark Cards is an example of a:
media sharing site
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.
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?
e. Asking customers’ opinions about
Encouraging customers to talk about their
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.
TOP: AACSB Reflective
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:
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.
TOP: AACSB Reflective
KEY: CB&E Model Strategy | CB&E Model Customer | CB&E Mode...
View Full Document
- Fall '13