Ch. 8 Quiz
Describe a customer-centric website design.
A website that is designed to the needs and wants of your customer base. It should be easy to navigate informal enough for the customer to gain knowledge about what the value of your product.
Successful email marketing campaigns must include each of the following except:
search engine optimization to draw individuals to the website.
To be successful in using financially-based incentives to encourage online purchases, the incentives:
should be meaningful to those visiting the website and be changed periodically.
When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?
value-added
Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?
Research by Torbit found that as load time increased, the bounce rate declined.
Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?
a mobile-optimized design
A low percentage of online shoppers abandon shopping carts prior to checkout.
false
Marketers should develop different digital marketing strategies for each type of screen.
false
QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a retail store in real time.
false
The advantage of using sponsored content is that companies have more control over the content than with the company's branded content.
false
While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.
false
Free shipping, free freight, and dollar discounts are examples of which type of incentive that is designed to encourage online shopping?
financial
Using real-time location data to deliver advertising messages based on a person's proximity to a retailer's location is:
geo-aware advertising
Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of:
geo-targeting
A search engine is the primary method most consumers use to discover new websites and to search for information.
true
It can take months or years to get to the top of an organic search through SEO efforts.
true
Online technologies allow company leaders to specify the target market they want to see a banner ad, such as females, ages 50+ with incomes above $50,000.
true
Software, internet incompatibilities, and technical problems make international e-commerce more difficult.
true
With mobile advertising, audience-data targeting incorporates audience behaviors and characteristics to reach individuals within a specified geographic area. Correct!
true
Effective mobile marketing involves:
understanding the social and shopping nature of mobile phone owners.
