Mini Test 11

Which of these is NOT an advantage of digital marketing when compared to traditional marketing? Select one: a. All of these are advantages of digital marketing when compared to traditional marketing. b. The potential for instant feedback from customers. c. The ability to conduct multiple small experiments to improve marketing outcomes. d. The opportunity to earn content produced by customers. e. Low-cost access to media.

. All of these are advantages of digital marketing when compared to traditional marketing.

The three levels of conversion for an e-mail campaign are...?

. Did they receive it, did they open it, did they respond to it.

The ______________ deals with factors that affect your company, and are within your ability to control directly.

. Internal microenvironment

The term _____________ describes how industries that were once growth industries became stagnant because managers in that industry relied on a narrow definition of their business and failed to change when technology or customer tastes changed.

. Marketing myopia

The Kellogg's company has spent millions of dollars over the decades advertising its many brands of ready to eat cereal products. In fact, many of the brand characters such as Tony the Tiger and Snap, Crackle and Pop have become well established in the popular culture. Because it would cost a competitor hundreds of millions of dollars to create a brand image comparable to these icons, Kellogg's brand equity is a ____________ in the ready to eat cereal market?

Barrier to entry

, is the amount of money a consumer has after paying taxes.

Disposable income

_______________________ is the process of systematically monitoring internal and external data that may have an impact on future plans.

Environmental scanning

Digital marketing is an alternative to traditional marketing techniques

False

Omni-channel marketing creates a unique user experience for each device a customer may have.

False

Search engine operators seek community input when developing the criteria for organic search rankings to ensure the results from a search are relevant to the user.

False

In general, the intent of government regulation of business in the United States is to?

Increase competition and protect consumers

The ____________ component of the external macro-environment deals with inventions or innovations from applied science or engineering research.

Technological

"Air time" or access to communication media is a major cost for traditional marketing campaigns.

True

In the United States, commerce between the states is regulated at the federal level.

True

_____________, is the amount of money a consumer has left after paying for necessities such as food and housing.

b. Discretionary income

Which of the following statements about Optimization is TRUE? Select one: a. Optimization is primarily used in the early stages of a search marketing campaign b. Optimization is a continuous process c. Optimization is only used to improve organic search results d. Optimization can be used to generate multiple choice tests e. Optimization should be achieved before launching a website

b. Optimization is a continuous process

Which of these is an example of earned content provided by users? Select one: a. All of these are examples of earned content provided by users. b. A white paper explaining the importance of online reviews. c. A four-star product review from a verified customer. d. A weekly blog summarizing product reviews for your industry.

c. A four-star product review from a verified customer.

If I were scanning the _____________ environment, I would be interested in the trend where businesses are experimenting with self-driving cars.

c. Technological

Which of these is NOT a role for a website in digital marketing? Select one: a. A permanent presence on the web b. A tool for expressing brand strategy c. Improving organic search results d. All of these are roles for a website in digital marketing e. A place for a "deep landing"

d. All of these are roles for a website in digital marketing