MKTG 333 Exam 4

Regarding digital analytics, all of the following are examples of sources of data in the "online world" except

point of sale system

In the ____ marketing attribution model, the sale is credited at approximately 40% to each the first and last touchpoint and the remaining 20% is distributed across the remaining touchpoints in the middle.

position-based

DRM refers to a combination of ________ for protecting digital content.

technical and legal means

Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society?

the Collective Utilitarian principle

Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision?

the Golden Rule

Which ethical principle tells you that it is wise to assume perfect information markets?

the New York Times test

Which ethical principle states that if an action cannot be taken repeatedly, then it's not right to take at all?

the Slippery Slope

Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society?

the Social Contract Rule

A conversion funnel report shows

the number of users who enter and exit the defined steps in the path to conversion.

Customer alignment is a benefit of the 360 degree view of customer and refers to

the seamless sharing of data demonstrates professionalism and ensure that all interactions with a consumer leave little room for errors

The marketing attribution model of ____ attributes higher percentages of sales to touchpoints that occur closer to the time of purchase.

time decay

Digital analytics are used for all of the following except

to determine which channels had the greatest impact on sales

Marketing attribution recognizes that there are multiple ____ on the path to purchase and to give ____ to those that are contributing to sales/conversions.

touchpoints; credit

All of the following are examples of sources and tools for website analytics except

Firebase

Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years?

Patent Law

Which streaming gaming channel was purchased by Amazon in 2015?

Twitch.tv

Which of the following has the highest share of the e-book market?

Amazon

All of the following are examples of technology convergence except:

Amazon Books Publishing.

________ was sued by the Justice Department for violating antitrust laws in connection with e-books.

Apple

In 2018, time spent with digital media accounted for ___ of total media time spent

50%

Together Amazon and Apple account for ________ of the e-book market.

92%

Which of the FTC's Fair Information Practices (FIP) principles requires opt-in or opt-out policies to be in place?

Choice/Consent

Which of the following is a core Fair Information Practices (FIP) principle?

Choice/Consent

Downloading a music track owned by a record company without paying for it is an example of a violation of:

Copyright Law

Which of the following protects original forms of expression in a tangible medium?

Copyright Law

All digital marketing programs provide the same data.

False

The marketing attribution model of ____ attributes sales evenly to all touchpoints.

Linear

____ is the leading online television and movie distributor.

Netflix

Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise?

No Free Lunch

Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data?

Notice/Awareness

Which of the following is not a current trend in online content?

Readership of newspapers in print form continues to exceed online readership.

What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)?

Require firms to have consumers affirmatively opt-in before PII is collected.

Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost?

Risk Aversion

Which of the following Supreme Court cases established that states can compel online retailers to collect and remit sales taxes even if they do not have a physical presence within the state?

South Dakota v. Wayfair

Which of the following statements about the General Data Protection Regulation (GDPR) is not true?

The GDPR eliminate the right to be forgotten.

____ is the process a customer or prospect goes through to achieve a goal with a company.

The customer journey

The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation.

True

Digital analytics provide insight on customer/user ____.

behavior

Which of the following U.S. media channels generates the most revenue?

broadcast television/pay TV

The 360 degree view of a customer is like a ____ because when you look inside you can see the past, present, and future of a customer's relationship with your brand.

crystal ball

In terms of driving customer loyalty ____ is expected to overtake ____ as the key brand differentiator.

customer experience; price and product

Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of:

cybersquatting.

The 360-degree view of the customer is the understanding that companies can obtain a comprehensive view of customers by leveraging

data from various touchpoints in a customer's journey

Content convergence describes convergence in the design, production, and ________ of content.

distribution

The marketing attribution model of ____ attributes the entire sale to the first touchpoint.

first interaction

A business model that uses advertising revenue to provide some content for free, combined with an option to obtain additional content for a price is called a(n) ________ model.

freemium

The merger of media enterprises into powerful, synergistic combinations that can cross-market content on many different platforms is referred to as:

industry convergence.

All of the following are required for information to be considered a trade secret except:

it must be unique.

The marketing attribution model of ____ attributes the entire sale to the last touchpoint.

last interaction

Which of the following is not a type of digital gamer?

local gamers

________ were the most troubled segment of the print publishing industry in 2017.

newspapers

In a customer journey map, a company should consider their ____ motivations, needs, and pain points.

persona's

Which of the following is not an e-commerce public safety and welfare issue?

regulation of taxation

Data that is available in analytics tools for mobile apps include all of the following except

sessions

Heatmap analysis helps determine ____.

where users are clicking on the webpage