Deck 13: Social Networking and CRM

Question 1

Advocacy is a new stage in the consumer decision making process.

Answer 1

True

Question 2

Social media is an online mass collaboration environment.

Answer 2

True

Question 3

Companies that engage customers via social media are, in effect, practicing social CRM.

Answer 3

True

Question 4

According to Gartner, the starting point for most social media initiatives is in the IT department.

Question 5

Because of the many negative consumer comments that are generated on company social media sites, most companies have decided to eliminate their own social media sites.

Question 6

Social networking sites, for the most part, maintain privacy regarding member profiles.

Question 7

Social networks work well in B2C markets but not as well in B2B markets.

Question 8

Operational CRM includes predictive analytics and segmentation applications.

Question 9

Social media marketing works well in theory but to this point it has been found that conversations focus on social concerns and not brand and product information.

Question 10

Social trust is the most important factor determining social capital.

Question 11

A higher percentage of the U.S. population uses social networking than the Chinese population.

Question 12

The leading social networking site in China, as in the U.S., is Facebook.

Question 13

While some older people use social networking in the U.S, the average age of social networking site users in the U.S. is 23 years old.

Question 14

BBS stands for Bulletin Board System.

Question 15

Chinese consumers are much heavier users of social media to make purchase decisions regarding brands, products and services than are those in the U.S.

Question 16

CRM usage in Asia, particularly China and Japan, is higher than in the U.S.

Question 17

The reason CRM has penetrated companies to such a degree in China is their infrastructure of data-bases and call centers.

Question 18

Social networks cannot be considered as new channels within the CRM network.

Question 19

Walmart was one of the first to develop a Facebook profile that was embraced by students.

Question 20

Dave Carroll's United Airline's YouTube videos have proven to be highly successful for United, having been seen over 10 million times.

Question 21

At the core of social networks are people and their connections. People can be categorized as which of the following?

A)opinion leaders/influencers
B)advocates
C)detractors
D)observers
E)all of the above

Question 22

Which of the following is a new stage in a consumer's decision-making process?

A)information search
B)evaluation
C)purchase
D) advocacy
E) usage

Question 23

Social media monitoring amounts for what percentage of the social CRM market?

A)0%
B)25%
C)50%
D) 75%
E) 100%

Question 24

Data available in membership profiles and the ability to market to networks of "friends" make which of the following efforts even more attractive?

A)segmentation
B)brand usage
C)blogging
D) rating
E) reputation

Question 25

Creating a message solely as a sponsored promotion is known as which of the following?

A)a beacon
B)bureaspeak
C)sploging
D)one-way marketing
E)misaligned marketing

Question 26

A McKinsey study found that companies that use social media enjoy higher

A)ROI, market share, and margins.
B)ROI and market share.
C)ROI and margins.
D)market share and margins.
E)none of the above

Question 27

Renren, China's largest social networking website, differs from U.S. sites by banning individual users from posting which of the following?

A)relationship status
B)political views
C)religious beliefs
D)marital status
E)all of the above

Question 28

Which of the following is a reason for the heavy use of social media in China?

A)rural to urban migration that has separated families
B)loneliness caused by the one-child generation
C)distrust of information from government-controlled media
D)need to acquire information on products and brands before purchasing
E)all of the above

Question 29

What is the most popular online activity in China?

A)communicating with friends
B)seeking information before buying
C)blogging
D)playing online games
E)watching videos or movies

Question 30

The primary competitive weapon in China is

A)price.
B)customer service.
C)CRM software.
D)hardware spending.
E)brand management.

Question 31

Retention strategies are based upon which of the following?

A)rewarding
B)humanistic bonds
C)service structure
D)programmatic bonds
E)all of the above

Question 32

"Efforts connoting individual attention are possible by matching your offers to customer demographics, life stage, and interests" is known as

A)idiosyncratic-fit.
B)customization.
C)personalization.
D)preferential treatment.
E)managing downward migration.

Question 33

"Consumers for whom the product/brand is important reveal higher tendencies to engage in long-term relationships" is known as

A)rewarding.
B)cross-selling and up-selling.
C)converting transactional buyers into relational buyers.
D)providing and attaining intimacy.
E)brand building.

Question 34

All are elements of Buzz Marketing EXCEPT which of the following?

A)telemarketing
B)offbeat Videos
C)games
D)sweepstakes
E)free Products

Question 35

All of the following are company-specific reasons to use social networking EXCEPT

A)to educate.
B)to help deal with detractors and message hijackers.
C)to increase revenue.
D)to engage with customers in new ways.
E)to correct small issues before they become major.

Question 36

All of the following are customer-orientated reasons to use social networking EXCEPT

A)to develop meaningful relationships.
B)to increase customer satisfaction.
C)to develop a community of users providing peer-to-peer support.
D)to keep customers from "failing."
E)to raise money or contributions.

Question 37

All of the following are tactical reasons to use social networking EXCEPT

A)to reach segments such as "influencers," opinion leaders, and high "clout" scorers.
B)to introduce new products.
C)to send messages to specifically defined targets.
D)to target customers in competitors' stores.
E)to buy ads on social networking sites based on user characteristics.

Question 38

Which of the following is "ultimately, the goal for any company as that leads to increased sales"?

A)new products
B)awareness
C)education
D)loyalty programs
E)customer satisfaction

Question 39

To raise money or contributions over the internet is called:

A)Crowd sourcing
B)Crowdfunding
C)Crowdcapitalization
D) E-Endowment
E)E-funding

Question 40

Which of the following "consists of automation of processes such as sales force automation, campaign management"?

A)BBS
B)Operational CRM
C)Analytical CRM
D)Social Media
E)Virtual Community Marketing

Question 41

Which of the following "includes predictive analysis, data mining, segmentation applications"?

A)BBS
B)Operational CRM
C)Analytical CRM
D)Social Media
E)Virtual Community Marketing

Question 42

Which of the following "can be defined as an online mass collaboration environment where content is created, posted, enhanced, discovered, consumed and shared, participant to participant, without a direct intermediary"?

A)BBS
B)Operational CRM
C)Analytical CRM
D)Social Media
E)Virtual Community Marketing

Question 43

Which of the following consists of "a social network of individuals interacting and focusing around a particular interest and sharing information"?

A)BBS
B)Operational CRM
C)Analytical CRM
D)Social Media
E)Virtual Community Marketing

Question 44

Which of the following consists of "anonymous interactive online message boards that allow users to exchange information"?

A)BBS
B)Operational CRM
C)Analytical CRM
D)Social Media
E)Virtual Community Marketing