Internet Marketing (second half of the semester) (FINAL)

For which of the following businesses would a Click to Call ad make the most sense? A. A restaurant. B. A bowling alley. C. An online shoe retailer. D. A video game developer.

A. A restaurant.

Analytical CRM includes: A. All of these are correct. B. database enhancement. C. selective targeting. D. performance measurement.

A. All of these are correct.

The customer lifecycle allows marketers to: A. All of these are correct. B. target lapsed customers and win back. C. identify their best prospects. D. acquire more of their best type of customers.

A. All of these are correct.

When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site? A. All of these are correct. B. After developing an organic search campaign. C. While developing an organic search campaign. D. Before developing an organic search campaign.

A. All of these are correct.

Why doesn't Snapchat offer conventional promoted posts? A. Because posts on Snapchat disappear after 10 seconds. B. Because it doesn't have enough users to make advertising cost-effective C. Because posts on Snapchat are almost exclusively pictures. D. All of these are correct.

A. Because posts on Snapchat disappear after 10 seconds.

Which of the following is NOT a strategic mistake in designing a mobile app? A. Clickable phone numbers and maps. B. A search bar that is tucked away. C. Data collection and analysis tools. D. A lack of filters and sorting options.

A. Clickable phone numbers and maps.

Which of the following is a true statement about mobile use and the customer purchase journey? A. Ease of finding useful information is more important to customers than brand familiarity is. B. Because people generally search for what they already know, most smartphone users don't discover new brands while searching on their phones. C. Most customers who search for local products and services on their phones make a purchase 2-3 days later. D. Most smartphone users employ their phones exclusively for short-term goals.

A. Ease of finding useful information is more important to customers than brand familiarity is.

Which do managers see as MOST important? A. Generating high quality leads B. Creating a relationship with people who might become leads at a later date C. Generating a large quantity of leads D. All of these are of equal importance.

A. Generating high quality leads

The search engine responsible for the most searches is: A. Google. B. Bing. C. Yahoo! D. Ask Jeeves.

A. Google.

When converting a desktop site to a mobile site, which of the following is the MOST important objective? A. Keep things simple. B. Segment content via interstitials. C. Don't lose user interface elements. D. Don't lose content.

A. Keep things simple.

Which of the following elements should NOT be included in a mobile marketing campaign? A. Long headlines that clearly explain what the viewer is about to open. B. Bold colors and minimalistic visuals. C. Clickable phone numbers and maps. D. Data collection and analysis tools.

A. Long headlines that clearly explain what the viewer is about to open.

Sources of inbound marketing sales leads include: A. None of these is correct. B. mass mailings. C. cold calling by the field sales force. D. sales leads purchased from marketing agencies.

A. None of these is correct.

________ is the set of techniques designed to make web pages rank highly on search engine result pages. A. SEM B. PPC C. SEO D. SAS

A. SEM

________ is the development of web pages in a manner that is friendly to search engine spiders. A. SEO B. PPC C. SEM D. SEP

A. SEO

Which of the following best describes the relationship between search and social media? A. Search marketers are very interested in social media simply because consumers are on social media. B. Because search marketing requires an understanding of complex math and algorithms while social media marketing doesn't, digital marketers typically start out in social media marketing and the most talented ones eventually graduate to search marketing. C. Search marketing and social media marketing are distinct skillsets with little overlap. D. The best-performing companies use natural search marketing and don't rely on social media as a crutch.

A. Search marketers are very interested in social media simply because consumers are on social media.

Which is a true statement about the B2B buy cycle? A. The B2B buy cycle implies a process with multiple participants that occurs over time. B. The B2B buy cycle applies only to large manufacturing corporations. C. All of these are correct. D. Most companies determine the type of buying cycle they use.

A. The B2B buy cycle implies a process with multiple participants that occurs over time.

Which part of the screen do most mobile users focus on? A. The top. B. The bottom. C. The right. D. The left.

A. The top.

What is the strategic purpose of a geo-fence? A. To target mobile users within a virtual perimeter with localized advertising. B. To send different ads to different countries. C. To target mobile users of a certain demographic with products that are relevant to that demographic. D. To convert the costs of advertising products into local currencies.

A. To target mobile users within a virtual perimeter with localized advertising.

Each of the following is a factor that affects a company's Ad Rank EXCEPT the: A. amount of the flat fee paid to Google for using the AdWords platform. B. relevance of the ad and website links to the user who performed the search. C. expected impact from ad extensions. D. bid for each keyword.

A. amount of the flat fee paid to Google for using the AdWords platform.

Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology. A. beacon. B. RFID. C. tag. D. alien.

A. beacon.

A __________ is a list of sites arranged by category. A. directory. B. spider C. paid placement. D. search engine.

A. directory.

Internet users frequently use search engines to: A. get specific content they want. B. compare prices on products. C. find their way around the web. D. avoid seeing commercials.

A. get specific content they want.

The components of customer lifetime value include: A. growth in amount spent with the enterprise. B. spending transferred from competitors. C. all revenue after the first year. D. All of these are correct.

A. growth in amount spent with the enterprise.

Purchasing scenarios are: A. helpful to various departments in the company. B. different from scenarios used in corporate strategy development. C. more useful for outbound marketing than for inbound marketing efforts. D. developed by outside agencies to corporate specifications.

A. helpful to various departments in the company.

A Flash page is a bad idea because it: A. inhibits a crawler's ability to index the site. B. confuses people. C. is tacky beyond all belief. D. is hard to design.

A. inhibits a crawler's ability to index the site.

The CRM process: A. is driven by customer information. B. allows for a one-size-fits-all approach to digital marketing. C. is useful only for outbound marketing programs. D. makes segmentation obsolete.

A. is driven by customer information.

Search engine results produced by a search engine's algorithm when indexing unpaid submissions is called: A. organic search. B. paid search. C. local search. D. search engine optimization.

A. organic search.

Which of is these is NOT a top search engine? A. Yahoo! B. AOL C. Bing D. Baidu

B. AOL

Registration on a site can: A. provide an email address for CRM contacts. B. All of these are correct. C. provide information the customer wants. D. furnish data for personalization of communications.

B. All of these are correct.

What is the difference between a beacon and an RFID tag? A. Beacons determine where products are; RFID tags determine where people are. B. Beacons determine where people are; RFID tags determine where products are. C. RFID tags determine the location of products and people; beacons convey that information to marketers. D. Beacons determine the location of products and people; RFID tags convey that information to marketers.

B. Beacons determine where people are; RFID tags determine where products are.

What mechanism does Google use to sell AdWords keywords? A. First-in-first-out (FIFO). B. Bidding. C. Last-in-first-out (LIFO). D. Lottery

B. Bidding.

The process for placing a Facebook display ad involved: A. All of these are correct. B. Choosing a format then uploading text and images according to a basic format. C. Choosing a format and waiting for Facebook to approve the choice. D. Choosing a format then using the Create Ad button to reveal the allowable format elements.

B. Choosing a format then uploading text and images according to a basic format.

________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development. A. Content marketing B. Demand generation C. Inbound marketing D. Lead generation

B. Demand generation

In which step of the micro moments perspective on the customer journey does the customer seek help completing a task or trying something new? A. I want to go. B. I want to do. C. I want to know. D. I want to buy.

B. I want to do.

Why is search marketing so important to advertisers? A. Advertisers know that if they don't appear on the front page of search results, their competitors will. B. It allows them to connect with consumers right when the consumers are interested in a purchase. C. It is cheaper than any other form of advertising. D. All of these are correct.

B. It allows them to connect with consumers right when the consumers are interested in a purchase.

What value does contextual advertising bring to marketers? A. It allows display ads to appear in paid search while bypassing the AdWords auction process. B. It refines how display ads are targeted based on the way the user runs the search. C. It is cheaper than the other forms of paid search. D. All of these are correct.

B. It refines how display ads are targeted based on the way the user runs the search.

Which of the following is a true statement about paid placement on search engines? A. Google is the only search engine to offer paid advertisements. B. Paid placement is no longer offered by most major search engines. C. Paid placement works best for websites with a detailed and accurate site map. D. In most search engines, bidding success determines ad placement.

B. Paid placement is no longer offered by most major search engines.

Which is part of a lead distribution process? A. Discarding leads that are not sales ready B. Passing on sales-ready leads to the sales force C. All of these are correct. D. Continuing to contact leads that do not meet qualifying criteria

B. Passing on sales-ready leads to the sales force

How does advertising typically evolve on social media platforms? A. Platforms offer as many advertising formats as they can think of and then keep the ones that work. B. Platforms begin by monetizing whatever the content of their platform is. C. Platforms offer some form of promoted content and stop there. D. Platforms try to resist the influence of advertising but eventually cave when the opportunity proves too lucrative.

B. Platforms begin by monetizing whatever the content of their platform is.

What functions do cookies perform in the targeting and personalization process? A. Identify the visitor's email address. B. Store data that enables the site to deliver relevant content. C. Collect data about the visitor's activities on all websites. D. All of these are correct.

B. Store data that enables the site to deliver relevant content.

Google's Ad Rank depends on: A. The highest keyword bid, the Quality Score, and the Rank Brain score. B. The CPC, the Quality Score, and the expected impact from extensions. C. The bid for each keyword, the relevance of the ad, and use of extensions. D. All of these are correct.

B. The CPC, the Quality Score, and the expected impact from extensions.

Mei is considering a CRM project for her small fruit snack company. As she and her top managers debate the issue, what is likely to be biggest financial obstacle to the implementation of a CRM system A. The cost of training middle management on the proper use of CRM. B. The cost of licensing the needed software. C. The cost of hiring a sales force to gather customer data. D. The cost of hiring a marketing agency to place ads around the web.

B. The cost of licensing the needed software.

Customer personas: A. can only be used by the marketing department. B. are used to breathe life into the data of customer profiles. C. can only be used by the sales department. D. are only used in B2B marketing.

B. are used to breathe life into the data of customer profiles.

Testing landing pages: A. rarely results in improvements in the lead generation and conversion process. B. can produce measurable improvements in the lead generation and management process. C. can backfire if the QA team doesn't come up with the correct use cases. D. takes extensive time and cost that is beyond the resources of most corporations.

B. can produce measurable improvements in the lead generation and management process.

Inbound marketing includes: A. direct mail promotions. B. content marketing. C. online advertising. D. television advertising

B. content marketing.

Marketing is evolving to become more ________ vs. ________ focused. A. segment, acquisition B. customer, product C. retention, acquisition D. retention, profitability

B. customer, product

Seamless customer experience refers to: A. using the same technology in all marketing channels. B. equally satisfying experience at all customer touchpoints. C. offering different value propositions to different classes of customers. D. All of these are correct.

B. equally satisfying experience at all customer touchpoints.

Marketers use the Eloqua, Pardot, and Marketo systems to ______ leads. A. All of these are correct. B. score C. generate D. convert

B. score

Which of the following is NOT a meta tag? A. title B. search C. keywords D. description

B. search

CPM represents the cost per __________ impressions. A. multiple B. thousand C. million D. hundred

B. thousand

Which of the following is an application of search engine marketing? A. driving traffic to websites B. providing content C. All of these are correct D. lead generation

C. All of these are correct

Communication channels for generating sales leads include: A. direct mail. B. trade shows in the real world. C. All of these are correct. D. online advertising.

C. All of these are correct.

Which of the following can be part of a content marketing strategy? A. Funny memes shared on Reddit B. Customer comments posted on Facebook C. All of these are correct. D. Television ads posted on YouTube

C. All of these are correct.

Which of the following factors affects the profitability of a paid search advertisement? A. What the cost per click is. B. How many clicks it gets C. All of these are correct. D. How much revenue the ad yields.

C. All of these are correct.

Which of the following is a requirement for CRM success? A. All of these are correct. B. Focusing on market share C. Capturing and using customer data D. Lowering the cost of customer service

C. Capturing and using customer data

Instagram ad formats are essentially the same as Facebook's because: A. Google ad formats don't work on Instagram. B. All of these are correct. C. Instagram is owned by Facebook. D. Instagram uses a follow-the-leader strategy.

C. Instagram is owned by Facebook.

Which of the following is a true statement about the cost of lead generation programs? A. All of these statements are true. B. It costs about the same to generate a B2C lead as it does to generate a B2B lead. C. Leads generated by inbound marketing are generally less expensive. D. Most B2B companies can generate leads at about the same cost.

C. Leads generated by inbound marketing are generally less expensive.

________ is NOT a way in which relationship marketing differs from transactional marketing. A. Customer dialog instead of isolated marketing research projects B. Long term focus instead of short term perspective C. Networked organizations instead of hierarchical organizations D. Focus on the consumer instead of focus on the product

C. Networked organizations instead of hierarchical organizations

Which of the following features is the primary reason so many businesses choose to advertise on Facebook? A. Promoted posts. B. Superior analytics. C. Precise audience targeting options. D. Excellent mobile UX.

C. Precise audience targeting options.

Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why? A. Reddit runs on legacy architecture that needs to be updated before it can support modern advertising tools. B. All of these are correct. C. Reddit's users are unusually hostile to advertising. D. Most of Reddit's users are college-educated males.

C. Reddit's users are unusually hostile to advertising.

A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on: A. Reddit. B. LinkedIn. C. Snapchat. D. Google+.

C. Snapchat.

Which type of advertising comprises the greatest share of global ad spending? A. Desktop. B. Radio. C. TV. D. Mobile.

C. TV.

The EDGAR Online case history showed that: A. it is not possible to increase the number of leads generated. B. sales-ready leads are not actually significantly better than non-sales-ready leads are C. a lead scoring system can increase the number of leads correctly classified. D. it is unlikely that the number of leads closed can be increased.

C. a lead scoring system can increase the number of leads correctly classified.

Which is NOT an organic search factor? A. keyword density B. website content C. ad placement D. linking relationships

C. ad placement

In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store. A. artificial intelligence B. beacons C. augmented reality D. RFID tags

C. augmented reality

Among the reasons for the failure of CRM programs are lack of: A. software applications needed to support CRM. B. All of these are correct. C. buy-in and leadership from top management. D. understanding of the requirements of CRM.

C. buy-in and leadership from top management.

Integrating social media data into tactical CRM programs: A. All of these are correct. B. involves collecting easily quantifiable data. C. carries inherent privacy challenges. D. has been fully automated.

C. carries inherent privacy challenges.

Each of the following is true of vertical search EXCEPT it: A. attempts to guess user intent. B. can ask questions more quickly. C. collects data from the user to tailor the results of future searches. D. reduces extraneous results.

C. collects data from the user to tailor the results of future searches.

Cisco's success in customer reactivation depended upon: A. designing slick and aesthetically appealing landing pages. B. developing registration forms. C. contacting business professionals as individuals. D. collecting as much data as possible on each business person.

C. contacting business professionals as individuals.

A CRM vision includes using ________ to create a seamless customer experience. A. CRM failure rates B. All of these are correct. C. customer touchpoints and technology D. the promise of CRM

C. customer touchpoints and technology

The objective of keyword bidding is to: A. limit the amount of money the firm spends on search marketing. B. obtain the most profitable domain name. C. get the best ranking for the lowest cost. D. always be ranked first.

C. get the best ranking for the lowest cost.

A/An ________ profile can be developed when a person registers on or buys something from a website. A. anonymous B. statistical C. identified D. vertical

C. identified

Among the arguments for the importance of customer retention are: A. a satisfied customer does not talk about the firm and product. B. reducing customer defections will increase sales, but not necessarily profits. C. it costs at least seven times as much to acquire a new customer as it does to retain an existing one. D. retaining customers reduces the need for marketing.

C. it costs at least seven times as much to acquire a new customer as it does to retain an existing one.

A search engine determines rank on its results pages by: A. a vote of its users. B. counting the number of times the search terms appear on each page. C. proprietary algorithms. D. open source algorithms.

C. proprietary algorithms.

Reasons the lead generation and management process is important include: A. proving to management that marketing is showing results. B. All of these are correct. C. reducing the cost of sales. D. regulating the number of sales that are made.

C. reducing the cost of sales.

Mobile content is MOST effective when it: A. is funny and interesting. B. consists primarily of images rather than text. C. resolves customers' problems. D. All of these are correct.

C. resolves customers' problems.

For which of the following businesses would a Click to Call ad make the most sense? A. A video game developer. B. An online shoe retailer. C. A bowling alley. D. A restaurant.

D. A restaurant.

Among the elements that can downgrade a page's rank on the search engines are: A. photographs. B. flash pages. C. links from sites with questionable or irrelevant content. D. All of these are correct.

D. All of these are correct.

The basic marketing strategies include: A. customer retention. B. customer conversion. C. customer value growth. D. All of these are correct.

D. All of these are correct.

Why doesn't Instagram have an explicit native advertising option? A. Because picture-based native advertising is unethical. B. Because research conducted by Instagram showed that native advertising wasn't profitable on that platform. C. Because all native advertising on Instagram is automatically routed through Facebook. D. Because any ad on Instagram is inherently native due to the uniqueness of the platform.

D. Because any ad on Instagram is inherently native due to the uniqueness of the platform.

________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers. A. Inbound marketing B. Outbound marketing C. Buying cycle D. Content marketing

D. Content marketing

________ is one of the elements of the Peppers and Rogers CRM model. A. All of these are correct. B. Analysis C. Involvement D. Differentiation

D. Differentiation

Iris owns an online swimwear company. The registration page on the company website includes a lot of drop-down menus. What is the most likely reason Iris chose to use drop-down menus on her registration page? A. Research has shown that websites with drop-down menus generate more sales. B. Research has shown that customers find drop-down menus tactilely appealing to operate. C. Drop-down menus are easier to program. D. Drop-down menus reduce data entry errors.

D. Drop-down menus reduce data entry errors.

Jenna's thinking about getting a new gaming laptop, so she starts reading Amazon reviews to figure out the pros and cons of various brands. According to the micro moments perspective, what stage of the customer journey is Jenna in? A. I want to buy. B. I want to go. C. I want to do. D. I want to know.

D. I want to know.

Which of the following is a true statement about the mobile landscape? A. For most companies, mobile activities are not seen as central to the overall business or how it engages with customers. B. A mobile-first mindset is central to how most firms operate today. C. About half of today's businesses have adopted a mobile-first mindset. D. It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.

D. It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.

________ are a technology that broadens the ability to connect with consumers. A. RFID tags B. Computer clips C. Content management Systems D. Mobile branded apps

D. Mobile branded apps

What is the primary driver of the growth of paid search? A. Economic recession. B. Successful self-promotion on the part of Google and Facebook. C. Desktop technology. D. Mobile technology.

D. Mobile technology.

The overwhelming majority of ________ users are female. A. Snapchat B. Twitter C. Instagram D. Pinterest

D. Pinterest

What is a true statement about the definition of conversion? A. When firms fail, it is often because they have defined conversion incorrectly. B. Conversion simply means the sales lead making a purchase. C. It is not possible to define conversion. D. The definition of conversion is likely to change for different teams involved in the process.

D. The definition of conversion is likely to change for different teams involved in the process.

Why is the linear design of listicles a poor fit for mobile browsing? A. The listicles don't have enough images. B. The listicles aren't entertaining enough. C. All of these are correct. D. The listicles take too long to load.

D. The listicles take too long to load.

Which of the following is NOT a priority to users of retail apps? A. Price checking. B. The ability to earn loyalty points by using the apps. C. The ability to get things done in just a few steps. D. Three or more notifications per store visit.

D. Three or more notifications per store visit.

Which of the following is a true statement about mobile payments? A. After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years. B. About half of U.S. mobile users take advantage of mobile payments. C. Mobile payments have taken off in the U.S., but not elsewhere. D. United States consumers have been reticent to adopt mobile payments.

D. United States consumers have been reticent to adopt mobile payments.

Which of the following is NOT a strategically valid piece of advice for designing mobile pages? A. Avoid forcing users to scroll a lot through long pages. B. Use images sparingly to reduce loading times. C. Reduce as much as possible the need for users to go back and forth between screens. D. Use linear pages to make the website easier to navigate.

D. Use linear pages to make the website easier to navigate.

Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimir's website design? A. Vladimir should have made the mobile site from scratch instead of converting a desktop site. B. Vladimir shouldn't have sacrificed richer content for faster loading times. C. Vladimir shouldn't have incorporated location-specific information into the site. D. Vladimir shouldn't have depended on the site's users to do any pinching.

D. Vladimir shouldn't have depended on the site's users to do any pinching.

Qualifying sales leads means: A. determining which communications channel produced the lead. B. having a sales rep call the prospect. C. None of these is correct. D. asking a standard set of questions to determine needs and budget.

D. asking a standard set of questions to determine needs and budget.

Online search marketing and advertising revenue is: A. remaining flat. B. fluctuating wildly. C. declining. D. increasing.

D. increasing.

The most important influencer of organic search ranking is estimated to be: A. keyword density. B. web hosting. C. web page optimization. D. link activity.

D. link activity.

The primary motivation behind expanded text ads was to: A. offer a cheaper advertising option for small businesses. B. All of these are correct. C. optimize the ads for laptops. D. optimize the ads for mobile devices.

D. optimize the ads for mobile devices.

Conversion paths: A. are the same for all market segments. B. only apply to very large websites. C. explain why people leave a website. D. show how people move through a website.

D. show how people move through a website.

Location-based mobile marketing is: A. banned in the United States. B. available from any web hosting service. C. accessible to small, local retailers. D. All of these are correct.

WRONG