Management Science 590 - Chapter 06

Lakukan tugas rumah & ujian kamu dengan baik sekarang menggunakan Quizwiz!

What is marketing analytics software used for?

-help business managers optimize the return on investment by building a detailed understanding of how consumers behave when visiting their Web sites -help analyze where customers come from, what they do on the site, and which content is most appealing, as well as, -how users shop, add to their shopping cart, and whether they abandon their shopping cart.

View-through rate measures the ________ response rate to an ad

30-day

In the first 7 months of 2015, the percentage of all e-mail that is spam is averaged around _______%.

50

For a Web site that has 100,000 visitors a month, and where on average a visitor makes five page requests per visit, there will be _______ entries in the transaction log each month.

500,000

IN 2015, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

66%

Around ________% of households in the United States have broadband access to the Internet.

75

Online buyers constitute approximately ________% of the online Internet audience.

75

Flash Marketing

A marketing technique that involves merchants offering products or services for a very low price for a short period of time.

Sponsorship

A paid effort to tie an advertiser's name to information, an event, or a venue in a way that reinforces its brand in a position yet not overly commercial manner.

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except: Search Engines Online Catalogs Social Networks Targeted Banner Ads

Targeted Banner Ads

Search Engine Optimization (SEO)

Techniques to improve the ranking of Web pages generated by search engine algorithms.

Lead Generation Marketing

Uses multiple e-commerce presences to generate leads for businesses who later can be contacted and converted into customers.

Probabilistic cross-device tracking uses algorithms to analyze what?

analyze thousands of anonymous data points, such as device type, operating system, and IP address, to create a possible match

What measures the percentage of customers who purchase once but never return within a year?

attrition rate

Affiliate Marketing

Commissions paid by advertisers to affiliate Web sites for referring potential customers to their Web site.

CAN-SPAM prohibits unsolicited e-mail (spam).

False

Native advertising is a anew form of advertising found only online.

False

Native advertising that is displayed on a social media site is a primary source of ad fraud?

False

Research found that of all standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

False

Search engine advertising is the fastest growing type of online advertising.

False

The Internet has decreased the impact of brands.

False

The concept of "customer satisfaction" is broader than the concept of "customer experience."

False

The data typically stored in cookies includes a unique ID and e-mail address.

False

The free pricing strategy was born in the early days of the Web.

False

The highest amount of online advertising spending is for online video ads.

False

The majority of online shoppers find vendors by clicking on display ads.

False

Big Data is produced in smaller quantities and much more rapidly than traditional data collection mechanisms

False; produced in larger quantities

Ad Blockers operate in a manner very similar to which of the following? Anti-virus software Firewalls Flash cookies Anonymous browsing

Firewalls

Which of the following is not one of the four main method advertisers use to behaviorally target ads? Nielsen Ratings Data collected from social networks Integration of online data with offline data Clickstream Data

Nielsen Rating

Bundling

Offers consumers two or more goods for a reduced price.

What did Google introduce in 2011 that made changes to its search algorithm as to weed out low quality sites from search results?

Panda

Purchasing an online ad on a CPA basis means that the advertiser:

pays only for those users who perform a specific action, such as registering, purchasing, etc.

Conversion rate is a measure of the:

percentage of visitors who become customers.

Which of the following is based on the idea of complete price transparency in a perfect information marketplace? the Law of One Price dynamic pricing price discrimination versioning

the Law of One Price

The Nike iD program is an example of which marketig technique?

customer co-production

What are two methods being developed to track consumers across devices?

deterministic cross-device tracking and probabilistic cross-device tracking

Cross-platform attribution

involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase

Why are marketers interested in big data?

it can be mined for patterns of consumer behavior and contain more interesting anomalies than smaller data sets, with the potential to provide new insights into customer behavior, weather patterns, financial market activity, or other phenomena

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

knowledge consumer have about how to conduct online transactions

The customer profiles generated by a CRM can include:

map of the customer's relationship with the firm, the products he or she has bought and the frequency of purchases, the demographic and psychographic profile for each customer, profitability measures, a complete contact history, and marketing and sales information containing marketing campaigns that the customer received and the customer's responses to them

The incremental cost of building the next unit of a good is called the:

marginal cost

Page Views

measures the average length of stay at a Web site

Hits are a measure of the:

number of HTTP requests.

Impressions are a measure of the:

number of times an ad is served

All the following are among those most frequently affected by ad-blocking except: gaming sites newsgroups/forums social network sites online retailers

online retailers

eCPM measures the ROI of an ad by dividing the total earnings of the ad by:

the total number of impressions in thousands

Why is cross-platform attribution difficult?

there is a lengthy path from simple online ad impressions, Web site visits, and page views to the purchase of a product.

Recency refers to the:

time elapsed since the last visit made by a customer.

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

unique visitors

Which of the following features of e-commerce technologies has reduced the cost of delivering marketing messages and receiving feedback from users? ubiquity richness information density universal standards

universal standards

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

versioning

All of the following are fixed price strategies except: bundling versioning free pricing yield management

yield management

Transaction log data becomes more useful when it is combined with registration form data and shopping cart data.

True

Transaction logs are built into Web server software.

True

Amazon's Associates program is an example of which of the following? Viral Marketing Local Marketing Affiliate Marketing Lead Generation Marketing

Affiliate Marketing

Programmatic Advertising

Automated, auction-based method for matching demand and supply for online display ads.

What are the six major processes for the Consumer Decision Process?

Awareness Search Evaluation of Alternatives Purchase Post-Purchase Loyalty

How are blogs being used for marketing?

Blogs are ideal platforms for ads for many products and services that cater to this kind of audience. They are based on the personal opinions of the writers, and an ideal platform to start a viral marketing campaign.

Customization

Changing the product, or just the marking message, according to user preferences.

Which of the following online advertising formats attracted the least amount of spending in 2015? Search Classifieds Rich Media E-mail

E-mail

What search engine algorithm enables Google's search engine to evaluate an entire sentence rather that just a key word?

Hummingbird

Information Density

Is a feature of e-commerce technology that allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed.

SQL

Is an industry-standard database query and manipulation language.

The richness made possible by e-commerce technologies does what?

It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

Interstitial Ad

It places a full-page message between the current and destination page of a user.

What are the four main types of video ads?

Linear, Nonlinear, In-banner, and In-text.

What type of online advertising is expected to grow the fastest between 2015 and 2019?

Rich Media

How do Web transactions work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

The data from transaction logs, registration forms, and the shopping cart database can also be combined with other information that users submit on product forms, contribute in chat rooms, or submit via e-mail messages to a firm to produce a veritable treasure trove of information for both individual merchant sites and for the industry as a whole.

Which of the following statements about Canada's anti-spam law is not true? Canada's law is based on an opt-in model. The law has not impact on companies located within the US. The first phase of the law went into effect in 2014. The law applies to e-mail, texts, an social media messaging.

The law has no impact on companies located within the US.

Dynamic Pricing

The price of the product varies, depending on the demand characteristics of the customer and the supply situation of the seller.

Viral Marketing

The process of getting customers to pass along a company's marketing message to friends, family, and colleagues.

What are Web transaction logs?

Transaction logs, which are built into Web server software, record user activity at a Web site

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

True

An ad is considered viewable if half of the ad can be viewed for at least two consecutive seconds.

True

Consumers choose the online channel primarily because it offers lower prices.

True

Consumers tend to look at native ads more frequently than they look at display ads.

True

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

True

Customer Relationship Management Systems (CRMs) use database technology with capabilities for assessing the needs of individual customers and differentiating products to meet those needs.

True

Evidence suggests that real-time customer chat increases the dollar value of transactions.

True

Free products and services can knock out potential and actual competitors.

True

In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

True

Lead generation marketing firms specialize in inbound marketing.

True

Online traffic is driven by offline brands and shopping.

True

Probabilistic cross-device tracking is less accurate than deterministic matching

True

Social Search is not a practice that degrades the results and usefulness of search engines?

True

CRM system

a repository of customer information that records all of the contacts that a customers has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Marketing analytics software

a software package that collects, stores, analyzes, and graphically presents data on each of the stages in the conversion of shopper to customer process on e-commerce sites

A Web beacon is:

a tiny graphics file embedded in an e-mail or Web page.

Which of the following is the most important tool in establishing a relationship with the customer? company Web site company CRM system Facebook search engine display ads

company Web site

What measures the percentage of e-mails that could not be delivered?

bounce-back rate

What measures the ratio of items purchased to product views?

browse-to-buy ratio

What is the most meaningful metric for video ads?

completion rate

Google's AdSense is an example of which of the following? context switching SEO programmatic advertising viral marketing

context switching

Uber has been criticized for using which of the following? flash marketing bundling surge pricing freemium

surge pricing

Acquisition rate is a measure of the:

percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

To answer a question such as "At what time of day does our company sell the most products?" you would use _________ data mining.

query-driven

Big Data

refers to very large data sets in the petabyte and exabyte range-in other words, billions to trillions of records, often from different sources

What does deterministic cross-device tracking rely on?

relies on personally identifiable information such as e-mail address used to log into an app and Web site on different devices

Which of the following industries accounts for the highest percentage of spending on online advertising? financial services retail automotive entertainment

retail

All the following are "traditional" online marketing tools except: affiliate marketing e-mail and permission marketing social marketing sponsorship marketing

social marketing


Set pelajaran terkait

AS Geography - Atmosphere and Weather

View Set

Managerial Economics (Froeb) - Ch 8 MC Solutions Understanding Markets and Industry Changes

View Set

Chapter 48: Nursing Assessment: Endocrine System Lewis: Medical-Surgical Nursing, 8th Edition

View Set

COMM 3253 - Persuasion Principles MIDTERM

View Set

Chapter 30: Respiratory Function

View Set

Version A - AP* Environmental Science: Pollution

View Set

623 Adult - Tendonitis - NP Certification, Fitzgerald 4th ed

View Set