When Its Monitoring Software Spotted a Twitter Post That Went

question 76

Multiple Choice

When its monitoring software spotted a Twitter post that went to 10,000 followers from an upset consumer who couldn't redeem a prize from a MyCoke rewards program, Coke quickly posted an apology on his Twitter profile and offered to help resolve the situation. This is an example of which of the following?

• A) mystery shopper actions
• B) consumer panel data
• C) purchasing outside information
• D) acting on marketing intelligence
• E) conducting a sentiment analysis

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Definitions:

Enrollment

The process of registering or signing up for membership, courses, services, or programs offered by organizations or institutions.

Cost to Provide

The total expenses incurred by a company to deliver a product or service to a customer.

Decision Tree Analysis

A decision-making tool that uses a tree-like model of decisions and their possible consequences, including chance event outcomes, resource costs, and utility.

Steps

The individual phases or actions taken in a process or procedure to achieve a particular end result.