Ch. 6 Pretest
What is the most important tool in establishing a relationship with the customer?
Company website
Google's AdSense is an example of
Context advertising
Which of the following is NOT one of the main stages of the online purchasing process? -Post-purchase services and loyalty -Awareness -Engagement -Conversation
Conversation
Which of the following is NOT one of the four main methods advertisers use to behaviorally target ads? -Nielson ratings -Data collected from social networks -Integration of online data with offline data -Clickstream data
Nielson Ratings
If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be
Unique visitors
Creating multiple variations of information goods and selling these to different market segments at different prices
Versioning
Amazon's associates program is an example of
Affiliate marketing
Discuss the revolution in internet marketing technologies. What are the 4 main broad impacts the internet has had on marketing?
(1) The internet being used for communication has increased marketing techniques and can now reach globally to more and more people (2) Richness has improved on the internet by using videos and animations to create more of an interest to users (3) The internet now offers better information of a marketplace and provide marketers with detailed info about a consumer (4) Mobile devices and smart phones now make it easier for companies to interact with consumers at any time and place
The richness made possible by e-commerce technology does...
It allows video, audio, and text to be integrated into a single marketing message and consuming experience
An automated, auction-based method for matching demand and supply for online display ads
Programmatic advertising
To answer the question "At what time of day does our company sell the most products?" you would use
Query driven data mining
Time elapsed since the last visit made by a customer
Recency
CRM System
Repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer
What form of online advertising is expected to grow the fastest between 2015 and 2019?
Rich media
Feature of e-commerce technology that has reduced the cost of delivering marketing messages and receiving feedback from users?
Universal Standards
Involves getting customers to pass along a company's marketing message to friends, family, and colleagues
Viral marketing
What is cross-platform attribution and why is it difficult?
Means giving credit to different marketing techniques that helped influence consumers to purchase a product. It can be difficult at times because there is a lengthy path between online ads, website visits, and page views while purchasing a product
Which of the following is NOT true about search engine advertising? -Search engine advertising is the fastest growing type of online advertisement -Spending on search engine advertising constitutes over 40% of all online advertising spending -The top 3 search engine providers supply over 95% of all online searches -The click-through rate for search engines has been fairly steady over the years
Search engine advertising is the fastest growing type of online advertisement
All of the following are "traditional" online marketing tools except -Affiliate marketing -Social marketing -Sponsorship marketing -E-mail and permission marketing
Social Marketing
Measures the average length of a stay at a website
Stickiness
Uber has been criticized for using which of the following
Surge pricing
In modeling online consumer behavior, the concept of "consumer skills" refers to
The knowledge consumers have about how to conduct online transactions
Web Beacon
Tiny graphics fie embedded in an e-mail or Web page
