CADS 5850 Exam 4 Study Guide

Examples of Paid Media

(digital advertising) search, display, banner, pay per click, influencer and social media ads

RFID advantages

Does not need a line-of-sight connection. Can withstand most environmental stresses.

_____ is the computer-to-computer exchange of business documents from the retailer to the vendor, and vendor to retailer.

Electronic data interchange (EDI) system

________ involve any content or discussion of a retailer, created by others, and published on channels beyond what the retailer can control, such as a third-party site or page?

earned media

What is Universal Product Code (UPC)?

he black-and-white bar code found on most merchandise; used to collect sales information at the point of sale using computer terminals that read the code. This information is transmitted computer to computer to buyers, distribution centers, and then to vendors, who in turn quickly ship replenishment merchandise

The first step in the process of creating a social media campaign is to ___.

identify a strategy and goals.

When a retailer creates and publishes an e-commerce website, it is considered ________ media; when it contracts to have its ads appear at the top of competitor's websites, it is a form of ________ media.

owned; paid

Each time a customer makes a purchase at a Walmart store from the health and beauty area, data is transmitted to the nearest distribution center so the merchandise can be replenished and sent on the next truck delivery. Which of the following strategies does Walmart utilize?

pull supply chain

What is keyword analysis?

retailers can determine whether the keywords that shoppers use to describe their needs and desires when they enter a request into a search engine match the keywords that the retail website features

Push Notification

retailers send messages and alerts to users in real time, usually as an embedded online ad that appears on users' mobile devices

What is the process of moving merchandise through the channel from the customer to the store to the DC to the vendor?

reverse logistics

Beacons

small bluetooth devices that can send alerts to smartphones based on location proximity

A/B Testing is also called

split testing

Logistics

the management of the details of an operation?

Examples of Owned Media

websites, blog sites, social media sites, chat platforms, email marketing, and mobile apps

Blog Influencers

writes for a blog and has attracted readers and subscribers with that content

The percentage of times a visitor leaves the site almost immediately, such as after viewing only one page, is referred to as ___.

bounce rate

Multivariate testing tells you not only what the winners are

but also the most and least influential variables in your digital experiment.

_____ is the sharing of forecasts and related business information between retailers and vendors to improve supply chain efficiency and product replenishment

collaborative planning, forecasting, and replenishment (CPFR)

A kayaking company is analyzing its website traffic and notices that most consumers land on its website by typing "outdoor adventure companies" in a Google search box. What analytical measure does this represent?

customer attribution

CPFR software uses...

data to construct a computer-generated replenishment forecast that is shared by the retailer and vendor before it's executed.

What is supply chain management?

A set of firms that make and deliver a given set of goods and services to the ultimate consumers

What is a stockout?

A situation occurring when an SKU that a customer wants is not available

What is a data warehouse?

A huge database comprised of purchase data collected at the point of sale

Earned Media

Any content or discussion of a retailer, created by others, and published beyond its owned media channels, on some third-party site or page.

Characteristics of Social Commerce

Can be used to engage customers in proactive dialogue Little control over customers' messaging Low cost of exposure

Example of earned media

Can take the form of online reviews, customer conversations, mentions, and shares on those third-party sites. Online Sharing and Mentions, online reives, customer conversations, mentions, shares, likes, and SEO)

Micro Influencers

modest following, niche interest

Specialized Influencers

Key opinion leader or expert in a specific field

Geotargeting Ad

Helps build a sense of community by driving consumers to their local store, where they also are more likely to make a purchase

What is the Listen-analyze-do framework?

Listen to what customers say Analyze the information and content Do the right things to promote commerce

RFID disadvantages

More expensive than most other AIDC technologies

Multivariable Testing

Multivariate testing allows you to test multiple elements (e.g., tagline, call to action messaging, and image) of a web page simultaneously. You can see which combination creates the best outcome.

Social Media Influencers

Popular on social platforms among followers in specific target audiences

While out shopping, Kiesha goes to a strip mall where one of her favorite stores is located. As she is parking her car, she receives a notification on her phone from the store offering her 20% off her purchase. This type of message is known as a ____.

Push Notification

What is an advantage of using RFID over traditional bar codes?

RFID holds more data stored on the device

What is consumer attribution?

Refers to the various touchpoints that a consumer encounters, leading to a retailer's e-commerce site/purchase

Jane visits the local supermarket to purchase caviar for a dinner party. Upon enquiry, she finds out that caviar is sold out. Which of the following terms best describes this situation?

Stockout

Push Supply Chain

Strategy in which merchandise is allocated to stores on the basis of historical demand, the inventory position at the distribution center, and the stores' needs

Pull Supply Chain

Strategy in which orders for merchandise are generated at the store level on the basis of demand data captured by point-of-sale terminals.

_____ is a set of activities and techniques firms employ to efficiently and effectively manage the flow of merchandise from the vendors to the retailer's customers

Supply Chain Manegement

What is Electronic Data Interchange (EDI), what is it used for/in?

The computer-to-computer exchange of business documents from retailer to vendor and back

Owned Media

The content that retailers create and publish, such as their own e-commerce websites, blogs, social media pages, chat platforms, e-mail marketing, and mobile apps.

What is a bounce rate?

The percentage of times a visitor leaves the site almost immediately, such as after viewing only one page

Social Commerce

The process of selling products directly on social media

Advantages of Beacons

Tract customer in-store movement Help customers find their way around the store Improve in-store conversion rates Attract customers to in-store events

In a pull supply chain, there is less likelihood of being overstocked or out of stock because the store requests for merchandise are based on customer demand.

True

What are collaborative planning, forecasting, and replenishment (CPFR)?

a collaborative inventory management system in which a retailer shares information with vendors.

Radio frequency identification (RFID) tag

a technology that allows an object or person to be identified at a distance using radio waves.

What is metaverse?

a virtual-reality space in which users can interact with a computer-generated environment and other users.

What is sentiment analysis?

assessments that monitor social media to determine how customers view the firm.

For retailers competing in the mobile retailing space, a responsive website design is preferred because it ___.

automatically formats page designs based on the size of the device screen

What is cross-docking?

items are unloaded from the shippers' truck and within a few hours reloaded onto trucks going to stores. These items are prepackaged by the vendor for a specific store, such that the UPC labels on a carton indicate the store to which it is to be sent

Celebrity Influencers

large following, widely recognized

A/B Testing

lets you compare alternative versions of the same page or element running simultaneously on your website. After then, you compare the data to see which version produces the best outcome for your goal (e.g., increased sales).

Paid Media

media that the firm has paid to obtain, such as conventional television or print advertising, advertisements pushed through social media, or paid endorsements by celebrities or influencers.