Reference no: EM132243097

1. Some of the drivers of influential social media include ________.

Activeness compatibility

Host Clout

Talkativeness of receiver

Generosity

All of these

2. Recent multichannel trends imply several opportunities for a firm. Which of the following opportunities is not true?

Improved availability of customer information for the firm

Decreasing channel conflicts

Less dependence on channel partners

Widened coverage of the consumer population

3. For identifying customer segments, companies can use:

a. Purchase behavior

b. Profile data

c. Both a and b

d. Neither a nor b

4. Before businesses launch a social coupon, they should understand which of the following?

Customer acquisition from a social coupon does not always lead to profits

Understand that aiming to acquire customers by providing huge discounts is not likely to be a sustainable proposition

Social coupons can cannibalize revenue from existing customers

All of the above

5. The number of customer subjects that responded positively to the incentive divided by the total number of customers selected gives:

The response rate

Campaign profitability

Return on Investment

Acquisition rate

6. Which of the following statements is true concerning customer privacy?

i. Customer privacy is a form of personal information management

ii. Customer privacy is the power of the individual to personally control information about one’s self

iii. Customer privacy consists mainly of data protection

iv. Customer privacy can be defined as the customers’ control over the collection, storage and usage of their data

i and ii

i, ii and iii

i, ii, iii and iv

iii and iv