Show:
Chapter 1 Rules of Engagement for Social Media
Chapter 2 Social Media Monitoring
Chapter 3 - The Workplace (1) Basic Issues
Chapter 5- The Consumer Decision Making Process
Extra
100
They serve as a guide to help marketers avoid common mistakes that occur when first using social media.
Why are the rules of engagement important for social media marketers?
100
True
Social media monitoring has evolved from a more passive approach to active interaction with consumers - true or false
100
the rise of personnel engineering and professional management
According to David Ewing, two factors explain the absence of civil liberties and the prevalence of authoritarianism in the workplace. Which of the following is one of them? discriminatory employment practices due to strict constructionist interpretations of the Constitution the rise of personnel engineering and professional management the common law doctrine of eminent domain employer resistance to unionization
100
True
During intermediate problem solving, consumers are not motivated to rigorously evaluate each alternative, hence they often engage in heuristics to help them - true or false
100
Brand laziness
_____ is a consumer's natural inertia toward a product or service based on familiarity and convenience, rather than a fundamental commitment to the brand. Variety seeking Brand loyalty Brand laziness Involvement Bounded rationality
200
1. Acknowledge the situation and take responsibility. 2. Apologize and identify what resolution is needed. 3. Act or implement resolution or identified changes and let the affected individual know what is being done.
What are the three steps a social media marketer should take when taking responsibility for a mistake?
200
False
The first step in tracking social media is to select those social platforms where the target audience participates
200
when it is a last resort.
Austin Fagothey and Milton Gonsalves believe a direct strike is justified
200
True
Brand laziness can explain many consumer routine choices - true or false
200
Determinant; uniqueness
_____ attributes are key product attributes that are most likely to affect a buyer's final choice. These attributes are usually described according to their importance and _____. Parity; risk Determinant; uniqueness Cluster; opportunity Parity; opportunity Determinant; risk
300
Employ information gathering software on social profiles
Social media marketing ethics involve all of the following except: Be active in addressing customer complaints Employ information gathering software on social profiles Tell the truth Taking responsibility for one's actions Show respect for your audience
300
True
It is important to identify quantitative KPIs based on social media marketing goals - true or false
300
An employer's financial capabilities affect what constitutes a fair wage scale for that employer's employees.
Choose the most accurate statement concerning the workplace If wages conform with the law, they are fair wages. Employers have no obligation to dismiss workers as painlessly as possible. An employer's financial capabilities affect what constitutes a fair wage scale for that employer's employees. All instances of nepotism raise serious moral concerns.
300
False
The difference between brand loyalty and brand laziness can be explained by the amount of information processing a person does - true or false
400
An online ad viewed on a mobile phone.
Which of the following is not an example of permission marketing? Signing up for an email newsletter. Becoming a fan of a Facebook business page. An online ad viewed on a mobile phone. Subscribing to a company's YouTube account. Responding to someone on Twitter .
400
False
The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth - true or false
400
Valid
To be successful any test used by a corporation must be sound. valid. created outside the corporation using the test. one that can be used by any organization for any position.
400
True
Extreme degrees of novelty and complexity in the purchase situation can lessen the desire to engage in variety seeking - true or false
500
False
According to the text, traditional advertising has no value to consumers - true or false
500
Measures the loyalty of a brand's relationship with its customers
What is The Net Promoter Score
500
true
According to Shaw and Barry, a workplace environment in which employees are treated fairly and their inherent dignity respected is compatible with a firm's business goals - true or false
500
Variety seeking involves low levels of involvement and low levels of information processing.
Which of the following statements about variety seeking is false? Variety seeking involves low levels of involvement and low levels of information processing. Variety seeking is the opposite of brand loyalty. Derived varied behavior describes situations where consumers' brand switching is either externally imposed or extrinsically motivated. A person who enjoys trying new products out of curiosity is high in intrinsic variety seeking. Involvement is low for variety seekers so they may switch brands to reduce boredom.