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Marketing HEC > Week3 > Flashcards

Week3 Flashcards

1
Q

What are the two types of word of mouth recommendation?

  • Reviews and buzz
  • Reviews and advocacy
  • Ratings and transmissions
  • Advocacy and links
A

Reviews and advocacy

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2
Q

If you share a popular meme about a movie on your Facebook page, what kind of word of mouth are you engaging in?

  • Advocacy
  • Traditional
  • Buzz
  • Ambassadorship
A

Buzz

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3
Q

Which of the following can be a motivation for engaging in word of mouth recommendation?

  • Sentimentality
  • Situational engagement
  • Trolling
  • Altruism
A

Altruism

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4
Q

Which of the following can be a motivation for engaging in word of mouth transmission?

  • Situational engagement
  • Altruism
  • Sentimentality
  • Trolling
A

Situational engagement

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5
Q

eWOM variance refers to which of the following?

  • Mixed emotional tone within a single message
  • The varied backgrounds of consumers sharing online word of mouth
  • The heterogeneity of consumer opinions
  • The variety of purchase decisions for which consumers seek online word of mouth
A

The heterogeneity of consumer opinions

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6
Q

In what way do reviews and ratings differ from buzz?

  • They are a form of traditional word of mouth
  • They create awareness
  • They only appear on e-commerce platforms
  • They are consulted closer to the actual purchase decision
A

They are consulted closer to the actual purchase decision

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7
Q

Your new website is not e-commerce enabled. What advantages can you get from including reviews and ratings?

  • Your website will have new content on an ongoing basis
  • Higher page ranking for search engine purposes
  • Providing credible information can encourage sales, even if via other platforms
  • All of the above
A

All of the above

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8
Q

Which electronic word of mouth metric has the highest influence on sales?

  • Volume
  • Variance
  • Valence
  • Sentiment
A

Volume

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9
Q

If you want to leverage the influence of mavens, what should you do during a product-related event?

  • Give them free merchandise
  • Tell them what to write
  • Leave plenty of time for tweeting, live-blogging and photo-sharing
  • Feature lots of celebrities
A

Leave plenty of time for tweeting, live-blogging and photo-sharing

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10
Q

From an ethical standpoint, what should your influencers do?

  • State their honest opinion
  • Disclose the relationship
  • Disclose if they receive free products from you
  • All of the above
A

All of the above

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11
Q

Your company markets kitchen gadgets and is about to seed a new product with various social influencers. What would you recommend that a fitness blogger do when posting about your product?

  • Share selfies of herself and her friends using your product to make gourmet dinners
  • Write a technical review of your product and emphasize how useful it is for making baked goods and desserts
  • Use your own pre-developed content about the product
  • Emphasize how the product allows her to create nutritious post-workout meals
A

Emphasize how the product allows her to create nutritious post-workout meals

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12
Q

You’ve decided to feature vloggers on your fashion label’s Youtube channel. Which of the following would NOT be a good idea?

  • Provide them with samples of new fashions so that they can discuss them
  • Choose unknown people who can become influential by being featured on your channel
  • Make sure influencers fit with your brand
  • Leave vloggers free to produce content and incorporate your designs into it as they see fit
A

Choose unknown people who can become influential by being featured on your channel

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13
Q

What should you AVOID doing on social media when you are faced with a social media crisis?

  • Track whether the negative sentiment towards your brand is increasing
  • Track on which platforms negative buzz is strongest
  • Be part of the conversation as soon as possible
  • Take care of the service failure before taking care of the social media crisis
A

Take care of the service failure before taking care of the social media crisis

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14
Q

When faced with a social media crisis should you react to everybody publicly?

  • Yes, you should do your best to reply to as many commenters as possible
  • No, you should focus on the people who want to get their point across by talking negatively about you
  • No, you better focus your attention to people who are open to hear your side of the story
  • No, you better focus your attention on replying to journalists
A

No, you better focus your attention to people who are open to hear your side of the story

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15
Q

You are faced with a social media crisis due to a service failure and the CEO of your company wants to post a public reaction. What is the best format to reduce negative sentiment towards your brand?

  • Analytical denial
  • Analytical apology
  • Narrative apology
  • Narrative denial
A

Narrative apology

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16
Q

Which of the following causes of social media crisis lies outside the company and can be easily remedied?

  • Illiteracy
  • Detractors
  • Service failure
  • Trolls
A

Trolls

17
Q

Imagine that you are planning a social media marketing campaign for a makeup and cosmetics brand that focuses on organic and sustainable products. Which of the following approaches would be best for you?

  • Run a promotion related to an upcoming football tournament
  • Create a hashtag through which your consumers can share photos and talk about their experiences using your products
  • Use bright fluorescent coloring in your promotional material to draw attention
  • Hijack a hashtag related to a trending political controversy
A

Create a hashtag through which your consumers can share photos and talk about their experiences using your products

18
Q

If you go see a new movie and later write a review about it, what kind of word of mouth are you engaging in?

  • Transmission
  • Recommendation
  • Advocacy
  • Buzz
A

Recommendation

19
Q

Which of the following is NOT an explanation of why people share online content?

  • Social comparing
  • Social co-creating
  • Expressing belonging
  • Sense-making
A

Social co-creating

20
Q

Why is it relevant to include reviews and ratings on your website?

  • Reviews and ratings increase the time that consumers spent on your site
  • Reviews and ratings give the impression that your product is reliable
  • Reviews and ratings reduce cognitive dissonance
  • Reviews and ratings augment the probability that consumers will purchase from your site
A

Reviews and ratings augment the probability that consumers will purchase from your site

21
Q

Which of the following is NOT a reason for consumers’ use of reviews and ratings when making purchase decisions?

  • They’re more useful than information provided by family and friends
  • They can help differentiate between similar options in the marketplace
  • They offer insight into possible risks and drawbacks
  • They’re a form of social proof regarding product quality
A

They’re more useful than information provided by family and friends

22
Q

What differentiates connectors from other types of consumers?

  • They are very knowledgeable
  • They are active on many different social media platforms
  • They know a lot of different people
  • They know a lot of similar people
A

They know a lot of different people

23
Q

Imagine that you work for a digital publisher that sends advance readers’ copies of books to bloggers. What should you NOT do?

  • Requiring that bloggers keep the review positive
  • Asking bloggers to disclose who they are
  • Providing sample language to be used in a review
  • Asking bloggers to disclose that a book was provided for free
A

Requiring that bloggers keep the review positive

24
Q

What resource can you use to detect negative buzz involving your brand early?

  • Free social media tracking tools
  • Paid social media tracking tools
  • Employees
  • All of the above
A

All of the above

25
Q

Which of the following suggests that there may be a problem with an automated reply system on social media?

  • A hashtag related to your company
  • Conversations start to have a rapidly increasing number of posters
  • Increased traffic on your website
  • Many negative reviews on your website
A

Conversations start to have a rapidly increasing number of posters

26
Q

What is the best way to engage with detractors on social media and reduce tension?

  • Patiently explain to them why they are wrong
  • Engage in conversation on neutral terrain
  • Block them from commenting on your accounts
  • Ignore them
A

Engage in conversation on neutral terrain

Marketing HEC (4 decks)

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