Marketing Final Exam

To improve overall marketing strategy see exhibit 221

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: : A Such a platform would allow the organization to track discussions, understand sentiment, and identify influencers to improve overall marketing strategy. See Exhibit 22.1 PTS: 1 REF: 355 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB Reflective MSC: BLOOMS Application 13. Social media strategist Jeremiah Owyang has identified eight stages of effective listening. Which of the following scenarios is an example of “Stage 8” listening? a. An online clothing retailer asks customers to complete a satisfaction survey, which it uses to improve customer service b. A local restaurant searches Twitter to find out what people are saying about today’s specials c. A software company allows customer service representatives to make real-time responses to customer queries d. A soft drink manufacturer uses social media notification tools to learn what the competition might be up to e. An online bookseller examines customers’ product reviews, comments, and past purchases to suggest additional titles customers might enjoy ANS: E Stage 8 listening involves being proactive and anticipating customer demands; organizations at this level examine previous patterns of data and social behavior to anticipate customer needs. PTS: 1 REF: 355 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB Reflective MSC: BLOOMS Analysis 14. All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT: a. b. c. d. e. promoting products and services listening and learning building relationships and awareness creating static messages to reach mass audiences reaching out to unhappy customers and engaging them directly ANS: D Attempting to reach a mass audience with a static message will never be as successful as influencing people through conversation. PTS: 1 REF: 356 OBJ: 22-2 TOP: AACSB Reflective Thinking KEY: CB&E Model Strategy | CB&E Model Promotion | CB&E Model Customer MSC: BLOOMS Analysis 15. Wilma’s Gourmet Ice Cream has its own Web site, Facebook page, and Twitter account, but the company frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, Wilma’s is MOST LIKELY trying to: a. control what is being said online about the brand b. improve the brand’s reputation c. measure customer satisfaction with the brand d. improve customer service e. monitor its competitors ANS: B Organizations can position themselves as helpful and benevolent—and thus improve their reputations—by participating in other forums and discussions. PTS: 1 REF: 356 OBJ: 22-2 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Evaluation 16. After establishing a listening platform, an organization should: a. develop a list of objectives for its social b. c. d. e. media team to accomplish attempt to develop a unique social medi...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online