MKTG 4500 Exam 3

What do traffic metrics measure? a. Site activity b. User demographics c. Entry pages d. Page load times

a. Site activity

Which of the following is NOT true about email marketing? a. Email marketing presents a small but very reliable ROI. b. Email marketing methods are similar to direct mail. c. Email marketing plays a big role in mobile marketing. d. Most marketers are planning to increase spending on email marketing.

a. Email marketing presents a small but very reliable ROI.

According to Google, the critical categories of mobile site design are: a. Homepage and site navigation, search, commerce, forms, and usability b. Navigation structure, forms, search, usability, and metadata c. Navigation structure, metadata, search, form entry, and link placement d. Homepage and site navigation, search, commerce, load time, and image size

a. Homepage and site navigation, search, commerce, forms, and usability

What channel and circumstance makes it easiest for marketers to measure ROI? a. Paid search b. Retention of customers using social media c. Video advertising d. Acquisition of customers using email marketing

a. Paid search

Contact management software is a CRM tool. a. True b. False

a. True

Designers should create a mobile-appropriate bare-bones version of the site first, and then add features for the full-screen version. a. True b. False

a. True

KPIs help a company choose what metrics are most important in measuring performance on high-level goals and objectives. a. True b. False

a. True

One new option in mobile email marketing is the use of geo-targeting. a. True b. False

a. True

Segmentation can help a company determine how different groups of people behave on a website. a. True b. False

a. True

Typical metrics gathered from an email campaign are numbers delivered, opened, and clicked-through. a. True b. False

a. True

Website development should begin by developing site objectives based on marketing objectives. a. True b. False

a. True

According to the U.S. CAN-SPAM Act, all of the following are required EXCEPT: a. Clear heading information b. A message that can be reasonably assumed to be relevant to the recipient c. An unsubscribe or opt-out option d. A valid street address

b. A message that can be reasonably assumed to be relevant to the recipient

Which of the following is not a common video metric? a. Percent of video viewed b. Data permissions granted c. Number of shares d. Subscriptions

b. Data permissions granted

A tagged web page enables marketers to track how fast a webpage loads. a. True b. False

b. False

B2B customers make their purchasing decisions based primarily on the content of the company website. a. True b. False

b. False

Email marketing is cheaper than direct mail but offers a lower ROI. a. True b. False

b. False

In the Valid Metrics Framework, social media exposure is measured using qualitative metrics. a. True b. False

b. False

Loyalty programs are an effective tool for CRM because they have long-term impact. a. True b. False

b. False

Marketers have largely been forced into opt-in permissions levels because customers prefer it. a. True b. False

b. False

Responsive sites generally cost less than adaptive sites to develop. a. True b. False

b. False

Retail apps are successful in CRM because users find them an efficient way to make purchases. a. True b. False

b. False

Social CRM is primarily expected to affect B2C customer relationships, not B2B CRM. a. True b. False

b. False

Spam is primarily a problem because it erodes customer trust. a. True b. False

b. False

The difference between a responsive site and an adaptive site is that a responsive site actually changes layout to accommodate different screen widths, while an adaptive site is designed so that the same layout works on all screen widths. a. True b. False

b. False

The most important information in a marketing email should be placed in the upper right corner. a. True b. False

b. False

While customers will only use an app or site that provides a good CX experience, they are unwilling to spend more for it. a. True b. False

b. False

Compared to the past, relational marketing: a. Relies more on intermediaries b. Has gotten easier c. Has eclipsed transactional marketing d. Is now more difficult than it was

b. Has gotten easier

Promotions and discounting emails should: a. Avoid tactics used in direct marketing b. Have a deadline c. Avoid repetition d. Include multiple offers

b. Have a deadline

The example of Dreamfields Pasta shows: a. The dangers of emailing customers too frequently b. How companies can encourage permissions-based email by offering incentives and rewards c. The benefits of expanding email marketing even if it requires a greater initial outlay. d. How niche products help create community

b. How companies can encourage permissions-based email by offering incentives and rewards

According to Rogers and Peppers, the steps in a CRM strategy are: a. Identify customers, customize contact, interact, revise b. Identify customers, differentiate them, interact with them, customize your contact c. Generate leads, identify customers, interact, develop relationship d. Identify target audiences, develop appropriate contact types, execute, review

b. Identify customers, differentiate them, interact with them, customize your contact

All of the following can be aspects of effective website design EXCEPT: a. Avoids jargon b. Many target segment divisions c. Large photos d. Consistent aesthetics

b. Many target segment divisions

As CRM moves to the cloud: a. Costs will be lower, but security may be compromised b. Productivity is expected to be higher, but IT requirements will increase c. Better analytics will be available, but the systems are more difficult to learn d. Costs will be higher, but there are better analytics available

b. Productivity is expected to be higher, but IT requirements will increase

Which metric might be tested as part of site usability testing? a. Customer referrer b. Shopping cart abandonment c. Site down time d. Number of page views

b. Shopping cart abandonment

Usability testing is: a. A way to find out which messages work on your target audience b. A test of site performance c. A way of seeing whether the site works the way the target audience expects d. A quantitative test of the site's performance

c. A way of seeing whether the site works the way the target audience expects

What is the difference between operational and analytical CRM? a. The customer database is the focus of operational CRM, but not of analytical CRM. b. Analytical CRM is part of the strategic CRM process and operational CRM is not. c. Analytical CRM uses tools like CLV and develops models, while operational CRM focuses on tactics. d. Operational CRM relies on blast marketing, while analytical CRM targets individual market segments.

c. Analytical CRM uses tools like CLV and develops models, while operational CRM focuses on tactics.

What is the relationship between customer retention and CLV? a. Higher customer retention lowers the acquisition cost. b. The higher the CLV, the more money must be spent on customer retention. c. Customer retention is likely to lead to higher CLV. d. Customer retention is less important than customer referrals for calculating CLV.

c. Customer retention is likely to lead to higher CLV.

Which of the following is not something designers need to consider when designing website navigation? a. What visitors are trying to do on the site b. Fast page loads c. Similarity to other websites d. Not using too many fonts

c. Similarity to other websites

Compared to content directed at the B2C market, websites for the B2B market should: a. Use more images b. Use pages that target different customer segments c. Support a longer purchase decision process d. Focus on the "choosers" rather than the "users"

c. Support a longer purchase decision process

Which of the following is NOT a type of cookie used on a web page? a. Cookies used for only one visit b. Cookies set by an ad serving firm c. Cookies that remain for a year d. Cookies that transmit information to multiple metrics clients

d. Cookies that transmit information to multiple metrics clients

According to the Rogers and Peppers group, the email marketing process is as follows: a. Analyze target audience, design email campaign, create contact list, send emails b. Develop campaign goals, collect customer data, execute campaign, review and revise c. Gather customer data, set campaign goals, develop actions and incentives, execute emails d. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics

d. Gather customer data, analyze data for needs and values, execute and refine emails, evaluate metrics