Tong et al (2020)

What is the central piece of the personalized mobile marketing framework proposed by Tong et al. (2020)?

Mobile devicesArtificial IntelligenceCustomer satisfactionPersonalization

Framework section - "The central piece in our proposed framework of mobile marketing is personalization, galvanized by granular contextual insights at the individual customer level."

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What is the central piece of the personalized mobile marketing framework proposed by Tong et al. (2020)?

Customer satisfactionArtificial IntelligencePersonalizationMobile devices

Framework section - "The central piece in our proposed framework of mobile marketing is personalization, galvanized by granular contextual insights at the individual customer level."

• False
• False
• True
• False

What is the central piece of the personalized mobile marketing framework proposed by Tong et al. (2020)?

Customer satisfactionPersonalizationArtificial IntelligenceMobile devices

Framework section - "The central piece in our proposed framework of mobile marketing is personalization, galvanized by granular contextual insights at the individual customer level."

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• True
• False
• False

How many Ps are included in the mobile marketing mix framework presented in the paper?

5 Ps7 Ps4 Ps6 Ps

We extend the traditional market mix concept to the mobile marketing mix of

• mobile product,

• mobile place,

• mobile pricing,

• mobile promotion, and

• mobile prediction

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• False

• False

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How many Ps are included in the mobile marketing mix framework presented in the paper?

6 Ps7 Ps4 Ps5 Ps

We extend the traditional market mix concept to the mobile marketing mix of

• mobile product,

• mobile place,

• mobile pricing,

• mobile promotion, and

• mobile prediction

• False

• False

• False

• True

How many Ps are included in the mobile marketing mix framework presented in the paper?

7 Ps5 Ps6 Ps4 Ps

We extend the traditional market mix concept to the mobile marketing mix of

• mobile product,

• mobile place,

• mobile pricing,

• mobile promotion, and

• mobile prediction

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• True

• False

• False

What are the four hyper-contextual factors that mobile marketing uses for personalization (the "where, when, how, and with whom")?

SMS, app, push notifications, and emailPrice, product, place, and promotionAI, machine learning, deep learning, and algorithmsPhysical location, temporal information, cross-channel behaviors, and shopping companion

Framework section - "Mobile gives marketers a deep understanding of customer hyper contextual factors such as physical location, temporal information, cross-channel behaviors, surrounding environment, shopping companion, and market competition."

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• True

What are the four hyper-contextual factors that mobile marketing uses for personalization (the "where, when, how, and with whom")?

AI, machine learning, deep learning, and algorithmsSMS, app, push notifications, and emailPhysical location, temporal information, cross-channel behaviors, and shopping companionPrice, product, place, and promotion

Framework section - "Mobile gives marketers a deep understanding of customer hyper contextual factors such as physical location, temporal information, cross-channel behaviors, surrounding environment, shopping companion, and market competition."

• False
• False
• True
• False

What are the four hyper-contextual factors that mobile marketing uses for personalization (the "where, when, how, and with whom")?

AI, machine learning, deep learning, and algorithmsPhysical location, temporal information, cross-channel behaviors, and shopping companionPrice, product, place, and promotionSMS, app, push notifications, and email

Framework section - "Mobile gives marketers a deep understanding of customer hyper contextual factors such as physical location, temporal information, cross-channel behaviors, surrounding environment, shopping companion, and market competition."

• False
• True
• False
• False

What is "app-rooming" as defined in the paper?

Using apps to book meeting roomsComparing prices across different mobile appsUsing mobile apps in hotel roomsAn omnichannel shopping behavior where customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchases

App-rooming is an omnichannel shopping behavior whereby customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchases.

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• False
• True

What is "app-rooming" as defined in the paper?

Using apps to book meeting roomsComparing prices across different mobile appsAn omnichannel shopping behavior where customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchasesUsing mobile apps in hotel rooms

App-rooming is an omnichannel shopping behavior whereby customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchases.

• False
• False
• True
• False

What is "app-rooming" as defined in the paper?

An omnichannel shopping behavior where customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchasesUsing mobile apps in hotel roomsUsing apps to book meeting roomsComparing prices across different mobile apps

App-rooming is an omnichannel shopping behavior whereby customers search for product information on the merchant's mobile app and visit the merchant's offline store for purchases.

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According to Danaher et al. (2015) cited in the paper, what conclusion did they reach about mobile coupons?

Mobile coupons are most effective on weekendsMobile coupons work best for luxury productsMobile coupons are all about time and locationMobile coupons should be sent in the evening

Mobile Promotion section - "To examine how timing and location of sending mobile coupon promotions affects the redemption rate, Danaher et al. (2015) conducted a field experiment in a large shopping mall and found that 'mobile coupons are all about time and location.'"

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According to Danaher et al. (2015) cited in the paper, what conclusion did they reach about mobile coupons?

Mobile coupons work best for luxury productsMobile coupons are most effective on weekendsMobile coupons are all about time and locationMobile coupons should be sent in the evening

Mobile Promotion section - "To examine how timing and location of sending mobile coupon promotions affects the redemption rate, Danaher et al. (2015) conducted a field experiment in a large shopping mall and found that 'mobile coupons are all about time and location.'"

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According to Danaher et al. (2015) cited in the paper, what conclusion did they reach about mobile coupons?

Mobile coupons are most effective on weekendsMobile coupons should be sent in the eveningMobile coupons work best for luxury productsMobile coupons are all about time and location

Mobile Promotion section - "To examine how timing and location of sending mobile coupon promotions affects the redemption rate, Danaher et al. (2015) conducted a field experiment in a large shopping mall and found that 'mobile coupons are all about time and location.'"

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• True

According to Andrews et al. (2016) cited in the paper, how did physical crowdedness on subway trains affect response rates to mobile promotions?

Response rates increased from 2.1% with fewer than two people per square meter to 4.3% with five people per square meterResponse rates were unaffected by crowdednessResponse rates were highest during off-peak hoursResponse rates decreased with crowdedness

Mobile Promotion section - "The response rate was 2.1% when there were fewer than two people per square meter on the train and would increase to 4.3% with five people per square meter."

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According to Andrews et al. (2016) cited in the paper, how did physical crowdedness on subway trains affect response rates to mobile promotions?

Response rates were highest during off-peak hoursResponse rates were unaffected by crowdednessResponse rates decreased with crowdednessResponse rates increased from 2.1% with fewer than two people per square meter to 4.3% with five people per square meter

Mobile Promotion section - "The response rate was 2.1% when there were fewer than two people per square meter on the train and would increase to 4.3% with five people per square meter."

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According to Andrews et al. (2016) cited in the paper, how did physical crowdedness on subway trains affect response rates to mobile promotions?

Response rates decreased with crowdednessResponse rates were highest during off-peak hoursResponse rates were unaffected by crowdednessResponse rates increased from 2.1% with fewer than two people per square meter to 4.3% with five people per square meter

Mobile Promotion section - "The response rate was 2.1% when there were fewer than two people per square meter on the train and would increase to 4.3% with five people per square meter."

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The paper found that privacy concerns are irrelevant to the effectiveness of personalized mobile marketing campaigns.

TrueFalse

The literature review indicates that privacy concerns are a significant factor affecting consumer responses to personalized mobile marketing.

• False
• True

The paper found that privacy concerns are irrelevant to the effectiveness of personalized mobile marketing campaigns.

FalseTrue

The literature review indicates that privacy concerns are a significant factor affecting consumer responses to personalized mobile marketing.

• True
• False

The paper found that privacy concerns are irrelevant to the effectiveness of personalized mobile marketing campaigns.

TrueFalse

The literature review indicates that privacy concerns are a significant factor affecting consumer responses to personalized mobile marketing.

• False
• True

According to the paper, the personalized mobile marketing (PMM) framework suggests that mobile marketing strategies should be adapted based on both customer characteristics and situational factors.

FalseTrue

The PMM framework emphasizes personalization based on customer profiles and contextual/situational variables.

• False
• True

According to the paper, the personalized mobile marketing (PMM) framework suggests that mobile marketing strategies should be adapted based on both customer characteristics and situational factors.

FalseTrue

The PMM framework emphasizes personalization based on customer profiles and contextual/situational variables.

• False
• True

According to the paper, the personalized mobile marketing (PMM) framework suggests that mobile marketing strategies should be adapted based on both customer characteristics and situational factors.

TrueFalse

The PMM framework emphasizes personalization based on customer profiles and contextual/situational variables.

• True
• False

A retail company wants to implement a mobile marketing campaign that leverages customers' real-time location data to send promotional offers when they are near a store. According to Tong et al. (2020), which element of the mobile marketing mix is this strategy primarily utilizing?

Mobile PlaceMobile PromotionMobile PriceMobile Product

The "Mobile Place" element involves location-based services and utilizing customers' geographical context for marketing purposes.

• True
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A retail company wants to implement a mobile marketing campaign that leverages customers' real-time location data to send promotional offers when they are near a store. According to Tong et al. (2020), which element of the mobile marketing mix is this strategy primarily utilizing?

Mobile PriceMobile ProductMobile PromotionMobile Place

The "Mobile Place" element involves location-based services and utilizing customers' geographical context for marketing purposes.

• False
• False
• False
• True

A retail company wants to implement a mobile marketing campaign that leverages customers' real-time location data to send promotional offers when they are near a store. According to Tong et al. (2020), which element of the mobile marketing mix is this strategy primarily utilizing?

Mobile PlaceMobile PriceMobile PromotionMobile Product

The "Mobile Place" element involves location-based services and utilizing customers' geographical context for marketing purposes.

• True
• False
• False
• False

A mobile app developer wants to increase user engagement by sending personalized push notifications. Based on Tong et al. (2020)'s framework, which of the following factors should they consider to optimize personalization effectiveness?

Only the user's purchase historyOnly the time of dayOnly the user's demographic informationCustomer characteristics, situational context, and privacy preferences

The PMM framework emphasizes multiple dimensions of personalization including customer profiles, contextual factors, and consideration of privacy concerns for effective mobile marketing.

• False
• False
• False
• True

A mobile app developer wants to increase user engagement by sending personalized push notifications. Based on Tong et al. (2020)'s framework, which of the following factors should they consider to optimize personalization effectiveness?

Only the time of dayOnly the user's demographic informationOnly the user's purchase historyCustomer characteristics, situational context, and privacy preferences

The PMM framework emphasizes multiple dimensions of personalization including customer profiles, contextual factors, and consideration of privacy concerns for effective mobile marketing.

• False
• False
• False
• True

A mobile app developer wants to increase user engagement by sending personalized push notifications. Based on Tong et al. (2020)'s framework, which of the following factors should they consider to optimize personalization effectiveness?

Only the user's purchase historyCustomer characteristics, situational context, and privacy preferencesOnly the time of dayOnly the user's demographic information

The PMM framework emphasizes multiple dimensions of personalization including customer profiles, contextual factors, and consideration of privacy concerns for effective mobile marketing.

• False
• True
• False
• False