IMC 3
131) Business-to-business e-commerce requires an effective website and:
A) a strong brand name
149) The newest online technology for banner advertising is:
A) automated exchange systems that provide precise targeting of ads to specific consumers
107) Which is not a part of a shopping cart abandonment program?
A) avoid the use of cyberbait as a selling strategy
web analytics is the process of analyzing the following except
how the individuals feel about the website
156) is the process of
increasing the probability of a particular company's website emerging from a search
152) The fastest growing category of online advertising is:
media/video ads
the IT department can identify individuals who abandon the shopping cart just prior to checkout. an effective strategy for the marketing department would be to
send an email to these individuals offering free shipping, a discount, or a simple reminder that they have items in the shopping basket
169) a company-sponsored blog can provide the following benefits except
since it is controlled by the company, the company is able to censor negative comments
171) of the consumers who follow a brand on facebook, the highest percentage (over 1/3) cited ______ as the main reason for becoming fans
special deals
155) The largest category of online advertising is:
spots on search ads
Customer generated reviews are a valuable source of information for
studying competitor actions
153) In terms of online , dwell rate measures:
the proportion of ad impressions that result in users both clicking an advertisement or mousing over the ad
successful email marketing campaigns must include the following except
to draw individuals to the website
167) which limits messages to 140 characters
the keys to successful viral marketing campaigns include the following except
use web analytics to determine the best approach
120) J. Crew offering an easy "how to measure" chart is an example of a website using which type of incentive to encourage online pruchases?
value-added
marketing messages passed from one individual to another through some form of Internet technology is
viral marketing
165) all of the following are media that would be used in brand spiraling except:
website
web analytics should be used to monitor the following actions of an email campaign except
why individuals abandoned their shopping cart before making a purchase
94) The Internet has changed the world. Web 1.0:
A) transformed traditional retailing by selling goods and services over the Internet
147) According to MZSK, developing an effective interactive marketing strategy involves all of the following activities except
B) develop an strategy
139) The following are online interactive being used by companies except:
B) direct marketing
138) The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:
B) interactive marketing
97) The stage of Web development that pushed communication to real-time was:
C) Web 3.0
142) Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second it:
C) engages the consumer with the company and product in some way
143) Companies use interactive marketing to accomplish all of the following, except:
D) develop sponsorship programs
109) All of the following are types of cyberbait, except:
D) educational incentives
168) all of the following statements are true about blogs except:
blogs are often tied with viral marketing campaigns
128) Aubrey does not like to purchase anything online because she does not want cookies taking her Web activity and then using it to market producers to her. This is an example of which e-commerce concern?
Privacy issues
105) Blogs, feedback applications, and customer reviews are all a part of:
brand engagemetn
164) posting a firm's web address on a shopping bad used to carry merchandise sold at a store is a form of
brand spiraling
91) According to Shama Kabani of Marketing Zen, business-to-consumer firms who want to use social media and attract visitors to the social media page must offer:
c) free stuff
92) According to Shama Kabani of Marketing Zen, the biggest misconception about social media is that is
c) offers a magic bullet that solves marketing problems
160) companies can speed up the process of with insertions by:
c) registering with various search engines in order to have the site indexed
162) brand spiraling is using:
c) traditional media to promote and attract customers to a website
130) The key to allaying fears about privacy and security in e-commerce is:
c) trust
viral marketing relies on
communications
an email newsletter can help
create brand awareness and drive traffic to the website
95) The Internet has changed the world. Web 2.0:
creates online communities that connect buyers and sellers in new ways
161) using traditional media to promote and attract customers to a website is:
b) brand spiraling
123) A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:
A) change purchasing habits more permanently
136) Interactive marketing is:
A) developing marketing messages that create two-way communication with customers
113) Free shipping, free freight, and dollar discounts are examples of which type of incentive that can be used to encourage online shopping?
A) financial
110) Incentives that can be used to encourage consumers to make online purchases include all of the following, except:
A) follow-up incentives
100) Web 4.0 was the first to:
C) include cloud operations and Web participation
115) Firms can reduce costs when customers order over the Internet in the following ways except:
A) lower production costs in manufacturing the product
126) Lead does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?
A) security concerns
148) Online advertising involves the following categories, except:
A) targeted ads
111) A reduced price, an introductory price, and e-coupons used to encourage someone to make an online purchase are:
B) financial incentives
114) Persuading a first-time buyer to make an online purchase is best achieved using:
B) financial incentives
98) Web 3.0:
B) generated instant communication that helped improve customer service
96) Which statement below is true about Web 4.0?
B) it included interactive company and brand websites, social media, blogs, and other communication formats
124) All of the following are examples of value-added incentive designed to encourage web visitors, except:
B) offering free shipping and handling
158) can be reached in the following ways, except:
B) paid banners ads on other companies' websites
150) Mini-applications embedded in banner ads that permit customers access to from external sources are called:
B) widgets
121) Value-added incentives are designed to:
C) change purchasing habits over the long term
104) Making sure all channels work together when a company sells through additional channels beyond the Web is:
C) channel integration
129) Which is not a privacy concern or security issue for e-commerce?
C) charging higher prices for some customers but not others
118) Access to a website 24 hours a day is an example of which type of incentive?
C) convenience
146) According to Marketing Zen, developing an effective interactive marketing strategy involves all of the following activities, except:
C) create a social media site
108) Using a fantasy football league to attract individuals to a website is an example of:
C) cyberbait
101) When goods and services are sold on the Internet, the approach to marketing is known as
C) e-commerce
159) the best and most effective method is:
C) identification through the natural, or organic, emergence of a site on a search engine
134) Marketing on cell phones and smartphones is:
C) mobile marketing
135) The use of QR codes, watermarks, and 2D barcodes are all a part of:
C) mobile marketing
133) a growing form of e commerce in the B2B sector is
C) online exchanges and auctions
112) A financial incentive to encourage someone to make a purchase online can include all of the following, except:
C) production personalization
103) Which does not apply to a Web 4.0 type website?
C) static content
125) When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?
C) value added
93) Which combines all of the elements of e-commerce, internet marketing, and mobile marketing?
D) Digital Marketing
122) Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that persona discount for booking online
D) a value-added incentive
141) The following are online interactive being used by companies except:
D) advertising
106) Personalization and customization are part of:
D) brand
145) According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:
D) cultivate an attitude of giving
144) Companies use interactive marketing to accomplish all of the following objectives, except:
D) estimate target market size
116) According to BizRateResearch, the most effective financial incentive is:
D) free shipping
132) B2B websites utilize all of the following incentive, except:
D) mark up incentives
151) Widgets are:
D) mini-applications embedded in banner ads that permit consumers access to from external sources
127) The e-commerce component most directly affected by security concerns is:
D) payment program
157) The majority of all Web traffic begins at a(n)
D) search engine
117) To be successful in using financially-based incentives to encourage online purchases, the incentives:
D) should be meaningful to those visiting the website and be changed periodically
137) The ideal medium for interactive marketing is:
D) the Internet
119) Which type of incentive is designed to change purchasing habits over the long term?
D) value-added
99) The Web phase of Internet and social media, customer , cloud operations, and Web participation was:
D.) Web 4.0
cultural adaptation of software has been developed that
adapts websites to new countries
the company at the forefront of consumer generated reviews is
amazon.com
102) E-commerce is:
selling goods and services on the Internet
while e-commerce can increase international orders, many are turned away primarily because the company
does not have a process in place to fill the order
in terms of new product adoptions, consumer-generated review and discussions can be important vehicles for reaching
early adopters
166) the largest social media site with over 800 million users worldwide is
170) the largest source of display ads on social media networks is with:
in terms of international e-commerce, large merchandise is normally shipped by
freigh forwarders
an email campaign works most effectively when
messages resemble the information on the company's website and in company advertisements
Which of the following statements about consumer generated ads placed on social networks is not true
most ads on social networks are produced by consumers
163) brand spiraling is a(n)
offline advertising technique used to attract individuals to a website
all of the following are problems face in international e-commerce excep
population shifts within other countries
viral marketing is
preparing a marketing message that is in some way passed on from one individual to another through digital means
key implications of customer generated reviews include the following except
reviews stress the importance of consistent high quality products and services
