MKTG 385 Final (2)

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

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

A. True

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

b. false

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

c. Site activity

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

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

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

a. true

While users would be put off by a poorly organized site, search engine spiders can navigate any website. a. True b. False

b. false

Studies show that: a. Many people say that they can't find what they're looking for using search engines. b. While young adult internet users almost all use search, few 65+ internet users use search engines. c. Almost all mobile searches are conducted on search engines, not on company websites or apps. d. Mobile search brings in only one-third the revenue of desktop search

c. Almost all mobile searches are conducted on search engines, not on company websites or apps.

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

False

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

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

The technology used to determine exactly where products are in real-time is called: a. An RFID tag b. A wearable device c. Augmented reality d. A beacon

a. An RFID tag

All of the following are true of localized advertising EXCEPT: a. It is more expensive than non-localized advertising. b. It can be based on census data. c. It can be based on very small geographical areas. d. It can be combined with time-sensitive advertising

a. It is more expensive than non-localized advertising.

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

a. Paid search

Which of the following is NOT a Google ad type? a. Predictive ads b. App promotions c. Call-only ads d. Shopping-specific ads

a. Predictive ads

Ads that change to fit the space available are called: a. Responsive ads b. Interactive ads c. Mobile-enabled ads d. Extendable ads

a. Responsive

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

a. Shopping cart abandonment

A site that is not mobile-optimized will rank lower in search results. a. True b. False

a. true

Google's mobile friendly ad formats display more copy on mobile devices than its older ad formats. a. True b. False

a. true

L'Oréal uses mobile customer experience as a way to sell services, not products. 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

Overall, the most common way people start shopping for a retail item is by an online search. 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

Spiders look not only for keywords but how often they are used. 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

Wearable technology is an example of the growing concept of the Internet of Things. a. True b. False

a. true

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

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

Mobile strategy should be: a. Location-independent b. Based on simple design and navigation c. Focused on independent use of mobile devices d. Based on images, not on text

b. Based on simple design and navigation

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

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

The difference between a directory and a search engine is: a. Directories are compiled by individuals or small teams while search engines rely on automatic algorithms. b. Directories are lists of sites arranged in categories that can be searched, but do not try to search the whole internet. c. Directories contain paid content, while search engines search both free and paid content. d. Search engines are used for many types of searches, so they are less useful to marketers than directories, where customers will have an easier time finding them

b. Directories are lists of sites arranged in categories that can be searched, but do not try to search the whole internet.

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

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

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

The most important thing to consider in developing mobile content is: a. Visually appealing content to keep the user's attention b. Minimizing content per page to limit scrolling and confusion c. Easy payment options to encourage quick purchases d. Geotagging to take advantage of onsite micro-moments

b. Minimizing content per page to limit scrolling and confusion

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

b. false

Because search engines use objective algorithms, search engine marketing has no way to improve a site's ranking in search results directly. a. True b. False

b. false

Facebook offers good audience segmentation, but a very limited selection of display ad formats. 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

Mobile ad revenue is growing, but is currently lower than ad revenue from non-mobile devices. a. True b. False

b. false

Mobile advertising has expanded in importance because it now reaches the most people. a. True b. False

b. false

Promoted posts are a type of display ad that has been clicked on by lots of users. a. True b. False

b. false

Responsive sites generally cost less than adaptive sites to develop. 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 most important information in a marketing email should be placed in the upper right corner. a. True b. False

b. false

While there are other platforms for paid search on social media, Google is the only search engine that allows paid search advertising and campaign management. a. True b. False

b. false

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. Similarity to other websites c. Fast page loads d. Not using too many fonts

b. similarity to other websites

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

c. Cookies that transmit information to multiple metrics clients

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

c. Has gotten easier

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

c. Have a deadline

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

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

Why is the Starbucks loyalty app an example of good app design? a. It emphasizes social connections and community. b. It is advertised well to ensure a large user base. c. It combines utility with loyalty-building. d. It has an excellent search function.

c. It combines utility with loyalty-building.

Micro-moments are: a. The time a customer is willing to spend moving through a purchase process on a mobile device b. Short periods of customer interaction on mobile devices c. Opportunities for advertisers to meet a customer need for immediate information or action d. The shorter attention span for advertising customers have on mobile devices

c. Opportunities for advertisers to meet a customer need for immediate information or action

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

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

The difference between using the Google Search and the Google Display Network is: a. Search allows only text-based advertising, while the Display Network supports a wider variety of formats. b. The Display Network shows the ad only on sites that are guaranteed to reach a certain number of users, while Search puts the ad on the most relevant—but sometimes niche—search pages. c. The Display Network allows the advertiser to choose specific sites or types of sites on which to include its ad, while Search is based on the match between keywords and the user's searches. d. Search only shows results on a Google search page, while the Display Network also places ads on other sites.

c. The Display Network allows the advertiser to choose specific sites or types of sites on which to include its ad, while Search is based on the match between keywords and the user's searches.

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

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

Search engine optimization: a. Refers to paying for programs like Google AdWords b. Brings in better leads than PPC c. Provides better evidence than PPC of what consumers want d. Brings fewer website visitors to the site than paid advertising

d. Brings fewer website visitors to the site than paid advertising

In a paid search campaign: a. The ads must be text-only to fit the search requirements. b. A company can pay for their ad to show up early in search results even if the user isn't looking for something similar. c. The results will be displayed in search engine results, but not on other types of pages d. Companies bid on keywords in an auction to win higher search placement.

d. Companies bid on keywords in an auction to win higher search placement.

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

d. Data permissions granted

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

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

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

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

Google's Ad Rank is calculated by: a. The similarity between the customer's search term and the purchased keyword, the initial ranking of the page, and the amount the advertiser has bid b. The bid per keyword, the expected click-through rate, and ad relevance c. The CPC, the Quality Score, and the expected click-through rate d. How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions

d. How much the advertiser has paid, the relevance of the ad and its links, and the use of ad extensions

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

d. 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. Large photos c. Consistent aesthetics d. Many target segment divisions

d. Many target segment divisions

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. Focus on the "choosers" rather than the "users" d. Support a longer purchase decision process

d. Support a longer purchase decision process

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

false