Marketing 337 Final Exam Questions
and All Correct Answers.
What is the Scarf Model for customer experience? - Answer a way of developing a language
for experiences that may be otherwise unconscious, so that you can catch these experiences in
real-time
S - Status is relative importance to others
C - Certainty concerns being able to predict the future
A - Autonomy provides a sense of control over events
R - Relatedness is a sense of safety with others, of friend rather than foe
F - Fairness is a perception of fair exchanges between people
What is one question you should always ask before you make a social media post? - Answer
"Is this something I would share with a friend?"
What is an example of brands reacting to a social media trend? - Answer Lego / United
reacted to the dress with two different perceived colors
What is the social mindset (sweet spot)? - Answer The intersection between your customers
needs & wants and your unique brand expertise & value
What are some best practices of social media? - Answer 1. Utilize social listening to discover
conversations in your industry to engage with through keywords/hashtags
2. Research to find which platforms your audience uses
3. Identify Influencers in your space
4. Gain strategy inspiration from the influencer
5. Perform a social media audit & analysis to discover best posts, worst posts, times with great
engagement, fake followers, brand consistency, and new objectives/goals
Why would you perform a social media audit/analysis? What is so important? - Answer A
social media audit/analysis allows you to:
1. ensure brand consistency across platforms
2. Discover Best posts
3. Realize the Best TIME to post
4. Compare audiences across platforms
5. Remove fake followers
, 6. Declare new objectives & goals
What are ways to engage with your audience through influencers? - Answer 1. Capitalize on
the audience's desire for quality information
2. Make sure you pick an influencer with a strong voice
3. Focus on the 'one percenters' / superfans
4. Utilize testimonials
5. Give your content a call to action
6. Provide Answers to their biggest questions
7. Collaborate, don't control (the influencer)
8. Integrate with and find gaps in your content calendar
9. Avoid 'one-offs' and build relationships instead
10. Choose the right format
11. Ensure your content has emotion as a driver
12. Ask your influencer 3 questions:
(1. "What are you working on — and excited about — right now?" 2. "How can you help us
better connect with our/your audience/fans?" 3. "What can we provide to help you tell our
story?")
What can you metrics can you use to grow your revenue? - Answer Leads
Conversions
Sales
Customer Retention
What are metrics you can use to reduce costs? - Answer Advertising
Content
Media
Resource Staffing
Market Research
Product Development
Public Relations
Communications
What are metrics to use to improve satisfaction? - Answer Survey Feedback Score
Positive Sentiment / Complaint Count
American Customer Satisfaction Index (ACSI)
and All Correct Answers.
What is the Scarf Model for customer experience? - Answer a way of developing a language
for experiences that may be otherwise unconscious, so that you can catch these experiences in
real-time
S - Status is relative importance to others
C - Certainty concerns being able to predict the future
A - Autonomy provides a sense of control over events
R - Relatedness is a sense of safety with others, of friend rather than foe
F - Fairness is a perception of fair exchanges between people
What is one question you should always ask before you make a social media post? - Answer
"Is this something I would share with a friend?"
What is an example of brands reacting to a social media trend? - Answer Lego / United
reacted to the dress with two different perceived colors
What is the social mindset (sweet spot)? - Answer The intersection between your customers
needs & wants and your unique brand expertise & value
What are some best practices of social media? - Answer 1. Utilize social listening to discover
conversations in your industry to engage with through keywords/hashtags
2. Research to find which platforms your audience uses
3. Identify Influencers in your space
4. Gain strategy inspiration from the influencer
5. Perform a social media audit & analysis to discover best posts, worst posts, times with great
engagement, fake followers, brand consistency, and new objectives/goals
Why would you perform a social media audit/analysis? What is so important? - Answer A
social media audit/analysis allows you to:
1. ensure brand consistency across platforms
2. Discover Best posts
3. Realize the Best TIME to post
4. Compare audiences across platforms
5. Remove fake followers
, 6. Declare new objectives & goals
What are ways to engage with your audience through influencers? - Answer 1. Capitalize on
the audience's desire for quality information
2. Make sure you pick an influencer with a strong voice
3. Focus on the 'one percenters' / superfans
4. Utilize testimonials
5. Give your content a call to action
6. Provide Answers to their biggest questions
7. Collaborate, don't control (the influencer)
8. Integrate with and find gaps in your content calendar
9. Avoid 'one-offs' and build relationships instead
10. Choose the right format
11. Ensure your content has emotion as a driver
12. Ask your influencer 3 questions:
(1. "What are you working on — and excited about — right now?" 2. "How can you help us
better connect with our/your audience/fans?" 3. "What can we provide to help you tell our
story?")
What can you metrics can you use to grow your revenue? - Answer Leads
Conversions
Sales
Customer Retention
What are metrics you can use to reduce costs? - Answer Advertising
Content
Media
Resource Staffing
Market Research
Product Development
Public Relations
Communications
What are metrics to use to improve satisfaction? - Answer Survey Feedback Score
Positive Sentiment / Complaint Count
American Customer Satisfaction Index (ACSI)
