Hallmark Cards: Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other.
Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
- Refer to Hallmark Cards. When Hallmark asks it customers to weigh in on product design and pricing, it is practicing:
a. virtual volunteering.
b. mass customization.
c. scripting.
d. crowdsourcing.
e. social commerce.
ANSWER: d
- Refer to Hallmark Cards. Hallmark's Facebook page is best characterized as:
a. owned media.
b. secured media.
c. shared media.
d. paid media.
e. earned media.
ANSWER: a
- Refer to Hallmark Cards. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company's Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee?
a. A critic
b. A joiner
c. An inactive
d. A noob
e. A collector
ANSWER: b
- Refer to Hallmark Cards. The blog operated by Hallmark Cards is an example of a:
a. corporate blog.
b. media sharing site.
c. Microblog.
d. noncorporate blog.
e. location-based social networking site.
ANSWER: a
- Refer to Hallmark Cards. Which of the following is an example of Hallmark's use of mobile marketing?
a. Asking customers' opinions about products
b. Encouraging customers to talk about their lifestyles
c. Establishing a Twitter account
d. Enabling customers to send electronic cards to friends' cell phones
e. Sharing company anecdotes on its blog
ANSWER: d
Learn More :
Marketing Chapter 19
- ACME Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use?
- Which of the following charges the same price to all customers regardless of geographic location, and the price is based on average shipping costs for all customers?
- Which of the following pass on to a business customer the cost savings gained through economies of scale?
- The Federal Trade Commission is investigating ACME Corp. for using misleading price tags at its outlet stores to deceive customers into believing they are getting a bargain on Wile E. branded items. Which of the following does the FTC believe ACME is guilty of?
- Maria is concerned about both price and quality of a product. Marketers would best describe her as which of the following?
- A price developed in the buyer's mind through experience with the product is a(n) _____.
- Which of the following is the point at which the costs of producing a product equals the revenue made from selling the product?
- Which of the following is calculated by dividing the variable costs by the number of units produced?
- A business's rental of production space is an example of a _____.
- Spacely Inc.'s sprockets have inelastic demand. If Spacely raises the price of sprockets, what will be the result?
- ACME Corp.'s widgets have elastic demand. If ACME raises the price of widgets, what will be the result?
- Which of the following shows the quantity of products a firm expects to sell at various prices if other factors remain constant?
- Which of the following is a major advantage of nonprice competition?
- ACME Corp. and Spacely Inc. are engaged in intense price competition in order to boost market share of their widgets. This is best described as _____.
- To compete effectively on a price basis, a firm should ____.
- Which of the following is NOT one of the factors that influence the assessment of value?
- Price is a key element in the marketing mix because it relates directly to the generation of total _____.
- Which of the following statements about the international use of the Internet is true?
- Cartoon Network encountered problems introducing the cable channel to Scandinavian television because of opposition to the violent nature of some cartoons like those with the Road Runner and Tom and Jerry. Turner could have used _____ to counter negative publicity and communicate the company's commitment to non-violence.
- _____ is the promotional function that deals with problems involving local governments, media, trade associations and the general public.
- In 2006, the Harvard faculty pressured President Lawrence Summers into resigning. Some alumni were upset by this incident. Harvard will most likely use _____ to soothe alumni feelings.
- Which of the following statements about the use of sales promotion tools in international markets is true?
- In many countries, sales promotion faces problems with distribution and retailers' resistance to processing coupons, setting up displays and dealing with premiums. These are sales promotion difficulties associated with:
- Which of the following statements about international sales promotions is true?
- Which of the following statements about the use of advertising and sales promotion in international markets is true?