Scenario 19-1 Hallmark Cards Is Just One of Thousands of Companies That

question 82

Multiple Choice

Scenario 19-1
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 let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as 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 the scenario. When Hallmark asks its customers to weigh in on product design and pricing, what is it practising?

• A)virtual volunteering
• B)social commerce
• C)scripting
• D)crowdsourcing