Brand Managers Find Out What People Are Saying About Their

question 37

Multiple Choice

Brand managers find out what people are saying about their brand on Twitter by

• A)having employees perform spot-checks on posts.
• B)creating their own Twitter account and seeing what "followers" say on Facebook.
• C)using keyword search monitoring from services such as CoTweet.
• D)recognizing that posts are too brief to allow for a substantive mention of their brand.
• E)employing outside search services such as Google and Bing.

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Definitions:

Heterogeneity

The quality or state of being diverse and varied in composition, including differences in cultural, socioeconomic, and demographic characteristics among groups or individuals.

Cultural Differentialism

The belief or perspective that cultures are inherently different and should be recognized for their distinct qualities that set them apart from other cultures.

Multiculturalism

A policy or philosophy that promotes the recognition, acceptance, and preservation of different cultural identities within a society.

Grobalization

The process of global homogenization through which cultures, policies, and economic activities become integrated and uniform around the world. (Given the term seems to be a misspelling of "Globalization", this is an attempt to reinterpret it creatively.)