MKT-3010 Study Guide - Midterm Guide: Sentiment Analysis, Mobile Marketing, Bounce Rate
28 Apr 2018
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Marketing 4 Test study guide
Chapter 3 Review Questions
Social & Mobile Marketing
TERMS
Social Media- Media content used for social interactions such as YouTube, Facebook, and
Twitter.
Sentiment Analysis- A technique that allows marketers to analyze data from social media sites to
collect consumer comments about companies and their products.
Hit- A request for a file made by web browsers and search engines. Hits are commonly
misinterpreted as a metric for website success: however, the number of hits typically is much
larger than the number of people visiting a website.
Page View- The number of times an internet page gets viewed by any visitor.
Bounce Rate- The percentage of times a visitor leaves the website almost immediately, such as
after viewing only one page.
Click Path- Shows how users proceed through the information on a website--not unlike how
grocery stores try to track the way shoppers move through their aisles.
Conversion Rate- Percentage of consumers who buy a product after viewing it.
Keyword Analysis- An evaluation of what keywords people use to search on the Internet for
their products and services.
YOU WILL BE HELD RESPONSIBLE FOR THE FOLLOWING MATERIAL:
• What is the 4E Framework for social media and what is entailed in each objective?
-Excitement, Education, Experience, Engagement
-Excite customers with relevant offers
-Educate them about the offering
-help them Experience products, whether directly or indirectly
-give them an opportunity to Engage with their social network
find more resources at oneclass.com
find more resources at oneclass.com
• How do firms engage their customers using social media? What is entailed in each step
of the process and what metrics are used?
-They do the Three stage process;
-Listen to what customers have to say
-Analyze the information available through various touch points,
-Implement social media tactics to excite customers.
o Under analyze there are certain metrics used:
-Traffic (Hits and page views)
-Customer Tracking (bounce rate, click paths, conversion rates)
-Keyword analysis
• What metrics have marketers developed to assess individual brand equity on social
media?
-Social Reach (people you influence)
-Influence (amount of people interested
-Extended Network (Friends of friends) how far can your message travel.
• Marketers connect social media and advertising by utilizing what strategies? What is
entailed in each?
-Retargeting: Product pops up again while browsing later
-Behaviorally targeting: Attempt to predict purchases or likes
*90% of word-of- mouth happens offline
Chapter 4 Review Questions
Marketing Ethics
TERMS
Business ethics- refers to a branch of ethical study that examines ethical rules and principles
within a commercial context, the various moral or ethical problems that might arise in a business
setting and any special duties or obligations that apply to persons engaged in commerce.
Marketing ethics- refers to those ethical problems that are specific to the domain of marketing
Deceptive Marketing- A representation, omission act, or practice in an advertisement that is
likely to mislead consumers acting reasonably under the circumstance.
YOU WILL BE HELD RESPONSIBLE FOR THE FOLLOWING MATERIAL:
Chapter 4: Marketing Ethics
find more resources at oneclass.com
find more resources at oneclass.com
• What are some examples of issues for companies falling within the scope of corporate
social responsibility and what is entailed in each of these?
- Corporate social responsibility: voluntary actions taken by a company to address
the ethical, social, and environmental impacts of its business operations and the
concerns of the stakeholders
-Examples of issues:
•Environmental concerns
•Labor issues
• What are the criticisms of marketing? What does each entail? What are the defenses of
each?
1. High Prices
- high costs of distribution
- defense: more convenience -> value
- defense: recognize the brand, more trustworthy
- excessive markups
- defense: must recover cost of innovation
2. Deceptive Practices - leading consumers to get more than what they really are
- Deceptive pricing—think they are getting a better deal than what they are
- Deceptive promotion
- Deceptive packaging—potato chips
3. High-Pressure Selling
- persuasion
- short-term vs. long-term gain
- defense: don't have best interest of customer in mind
4. Shoddy or Unsafe Products
- Not made well
- Inadequate performance
- Little benefit
- Unsafe products
- Defense: you are legally held reliable-> why not make reliable products?
5. Planned obsolescence
- Change styles
- Functional features
- Defense: people like new things giving customers what they want
6. Poor service to disadvantage
- Inferior products/services
- Costlier services
- Defense: businesses have the right to follow target markets
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Social media- media content used for social interactions such as youtube, facebook, and. Sentiment analysis- a technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products. Hit- a request for a file made by web browsers and search engines. Hits are commonly misinterpreted as a metric for website success: however, the number of hits typically is much larger than the number of people visiting a website. Page view- the number of times an internet page gets viewed by any visitor. Bounce rate- the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page. Click path- shows how users proceed through the information on a website--not unlike how grocery stores try to track the way shoppers move through their aisles. Conversion rate- percentage of consumers who buy a product after viewing it.
