Marketing Final Exam

Their own videos to the site ans c the partnership

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Unformatted text preview: ws you what your friends have liked as it relates to the search marketers will be able to send short, 160character text messages to your cell phone YouTube users will not only be able to watch videos, they will also be able to upload their own videos to the site ANS: C The partnership linking bringing “like” data from Facebook to Bing searches is expected to be one of the next big things in social media. The other answer choices have been part of the social media scene for quite a while now. See Exhibit 22.3. PTS: 1 REF: 366 OBJ: 22-6 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application Hallmark Cards Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark’s Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries; customers can use the app to send electronic cards to their friends’ PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. 51. Refer to Hallmark Cards. When Hallmark asks it customers to weigh in on product design and pricing, it is practicing: a. b. c. d. e. virtual volunteering mass customization scripting crowdsourcing social commerce ANS: D Using consumers to develop and market product is called crowdsourcing. PTS: 1 REF: 353-354 Thinking KEY: CB&E Model Strategy OBJ: 22-1 TOP: AACSB Reflective MSC: BLOOMS Application 52. Refer to Hallmark Cards. Hallmark’s Facebook page is best characterized as: a. owned media b. secured media c. shared media d. paid media e. earned media ANS: A Owned media is online content that an organization creates and controls. PTS: 1 REF: 354 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application 53. Refer to Hallmark Cards. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company’s Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee? a. b. c. d. e. A critic A joiner An inactive A noob A collector ANS: B Joiners maintain a social networking profile and visit other sites. PTS: 1 REF: 358 OBJ: 22-4 Thinking KEY: CB&E Model Strategy | CB&E Model Customer TOP...
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This document was uploaded on 09/29/2013.

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