問17
頻出度★★★
SNSをマーケティングに活用した事例として, 最も適切なものはどれか。
平成28年度 春期 ITパスポート試験 問17
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 17
Incorrectア
Smoothly carrying out the delivery of products ordered over the Internet and the receipt of their payments concerns logistics and payment in e-commerce (EC), not the use of an SNS.
- イ
正解 The correct answer is イ. A key characteristic of an SNS (social networking service) is that users can post and share information among themselves through its posting feature. By using this posting feature to have registered members write reviews (word of mouth) of the company’s own products, those reviews influence other members’ purchasing decisions and lead to advertising and sales promotion. This approach, which leverages information posted by users themselves, is a typical example of applying the characteristics of an SNS to marketing, and is the most appropriate.
Incorrectウ
Displaying the company’s own website near the top of search engine results to aim for more visitors is an SEO (search engine optimization) measure, not marketing that uses an SNS.
Incorrectエ
Setting prices lower than competitors in the same industry to increase willingness to buy is a pricing strategy, and is unrelated to the use of an SNS.
ここがポイント
- The core of SNS marketing is to carry out promotion and stimulate purchasing through content posted by users themselves (UGC), such as posts, word of mouth, and information sharing.
- Distinguishing from confusable methods: ア = e-commerce / logistics·payment, ウ = SEO, エ = pricing strategy — none of these is a use of an SNS.
用語