MGMT 333 Midterm
Search engines assign keywords to the advertising that is submitted to them.
False
Social media does not play an important role in B2B content marketing.
False
Social media marketing is essentially free.
False
The best online marketers are the ones who specialize in repeatedly creating viral content.
False
There are some valid uses for spam email in online marketing programs.
False
There is little opportunity to develop new and engaging online advertising formats.
False
There is little room for growth in mobile or broadband in developing countries.
False
Transaction costs are part of a value chain but costs of finding information are not.
False
Universal search means that users all over the world use search on a regular basis.
False
Virtual reality is the technology that takes a person's view of the real world and adds digital information or data on top of it.
False
When creating their business model, Internet marketers must choose a single, specific revenue model.
False
Which choice below best represents why direct email marketing is superior to direct mail?
Faster, higher response rate, cheaper
Software applications that allow users to use a limited, lower-quality version of the full product without paying for it are an example of which business model?
Freemium
Which of the following is a true statement about the front end of marketing?
Front-end activities are the most visible aspects of marketing.
________ refers to the business processes necessary to receive, process, package, and ship orders.
Fulfillment
Why did "walled gardens" such as AOL and open portals such a Yahoo!, once the giants of the web, fall from dominance?
Google's development of better search algorithms
The search engine responsible for the most searches is:
Google.
B2B marketers find which type of content most effective?
In-person event marketing
Internet-enabled business models:
Include Crowd-Sourcing businesses like Trip Advisor.
Examples of the infomediary business model include:
InfoUSA
The ________ manages and distributes data on the Internet.
Infomediary
________ is the business model used to describe a site that resells large amounts of content on the web.
Infomediary
An ad for a mobile game allows users to play a miniature version of the game within the ad. Which type of ad is this?
Rich media
________ is the set of techniques designed to make web pages rank highly on search engine result pages.
SEM
________ is the development of web pages in a manner that is friendly to search engine spiders.
SEO
Which of the following purchase activities are primarily rational in nature?
To educate and to convert.
Which of the following purchase activities are primarily emotional in nature?
To entertain and to persuade.
Where do "organic" or "natural" search rankings appear on a search results page?
To the left underneath the paid search terms
A business model describes how the enterprise creates value for customers and generates revenue.
True
A direct-response offer must include a call to action.
True
A great story will move people to buy a product even when the product is not the focus of the story.
True
A majority of digital ad spending is now mobile.
True
Data mining tools are designed to sift through large quantities of data looking for patterns of customer behavior.
True
Digital content governance establishes accountability for digital content activities.
True
Display advertising formats define the type of content that can be used in an ad.
True
Effective videos can increase the volume of sales on retail sites.
True
Employees generally find corporate use of social media hokey and unmotivating.
True
Enterprise Resource Planning is used by firms to integrate all business activities across the enterprise.
True
The objective of keyword bidding is to:
get the best ranking for the lowest cost.
The best way to choose the right metrics for a SMM campaign is to:
have specific, measurable campaign objectives.
Small businesses find SMM:
helps generate exposure and sales.
Online search marketing and advertising revenue is:
increasing.
A good goal for keyword density on a website should be:
1 to 3 percent.
According to the American Society for Quality, the six-sigma level of quality allows no more than _____ defects per million.
3.4
The 80/20 rule of affiliate programs means that:
80 percent of affiliates are low volume, while 20 percent produce significant volume
Nearly _____ percent of North American adults are internet users.
90
Which type of ad is likely to be the most effective?
A creative ad that appeals to emotion.
________ is a simple type of test frequently used in various marketing media.
A/B split
Which of is these is NOT a top search engine?
AOL
Which of the following is a true statement about acquisition of online customers?
Acquisition of online customers can make use of both offline and online techniques.
Pokémon Go is a mobile game in which players have to physically travel around the world to catch magical creatures with their phones. What is this game an example of?
Augmented reality
________ is the term used to describe the marketing activities that involve fulfillment and customer service.
Back end
Why is it that some demographic data is no longer meaningful in distinguishing internet users from the general population?
Because almost everyone is already an internet user.
How does Wegmans consistently breed employees who deliver great CX?
By trusting them to do whatever is in their best judgment to make customers happy.
The owner of a YouTube gaming channel plays ads on his videos. For every thousand times a user sees an ad while watching one of his videos, the YouTube channel owner receives 10 cents. Which payment model is this an example of?
CPM
Which of the following expresses the primary reason why Canadian anti-spam law is stricter than its U.S. counterpart?
Canadian anti-spam law requires either implied or express consent from the recipient.
________ is an important element of any business model.
Cloud computing
Which of the following is true about cloud-based supply chain management systems?
Cloud systems are time- and cost-effective for small firms implementing SCM systems for the first time.
Which of the following is NOT a benefit of being a social business?
Content shared by a branded account is eight times more effective than content generated by employees
Content marketing includes:
Creating valuable, relevant content.
________ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.
Customer lifetime value
Which is NOT among the four core strategies of Internet marketing?
Customer mobile access
Service-centered dominant logic includes which of the following concepts?
Customers are always co-creators of value.
A B2C buyer persona contains the same elements as a B2B buyer personal.
False
Which of the following is a true statement about data mining?
Data mining can uncover previously unsuspected patterns in the data
Which internet marketing tool would be best suited to viral marketing?
True statements about the HubSpot content strategy include:
Employees produce content at the same time they maintain traditional software industry jobs.
The vast majority of companies compete on what basis?
End-to-end CX
________ is one step in developing a social media strategy.
Engaging actual and potential customers
Which of the following is NOT a function of business models?
Explain the marketing strategy
Ads on ________ are similar to other types of Pay Per Click ads.
Consumers are most likely to share videos that are posted on:
"Greening" a supply chain is the process of cutting costs to make it more profitable.
False
Which of the following can be a definition of audience engagement from the marketing perspective?
Liking a post on Facebook.
Which of the following is a good tip for a successful email marketing campaign?
Make use of the subject line to increase response rate
Selling software-based services on the Internet is usually an example of which type of model?
Manufacturer direct
Identify three of the activities best suited to email marketing.
Market research, newsletters, alerts and reminders
A company selling shoes online to consumers is following which business model?
Merchant
People in developing countries who have yet to connect to the internet will most likely do so through:
Mobile phones.
Which of these is true about the pipe model?
None of these are correct
Links, content, tags, title, and URL are all part of the basics of SEO.
True
Many users who find a product via mobile search end up making the purchase on a desktop.
True
Marketers should be attempting to acquire more new customers like their best current customers.
True
________ is the simulation of a three-dimensional environment, which the user can use special equipment to interact with.
Virtual reality
Traditional business models extended onto the web:
Work well in either physical or online space.
Sales force.com exemplifies:
a "cloud computing" product that shows the power of connectivity in a network.
The most important characteristic of a direct-response offer is that it must include
a call to action
Inside businesses, SMM techniques:
can be used to improve engagement with employees.
The number of people who took action on the email divided by the number of emails is called the:
click-through rate
The use of a network of remote servers hosted on the internet, not a local server or computer hard drive, to store and process data is referred to as ________.
cloud computing
Each of the following is true of vertical search EXCEPT it:
collects data from the user to tailor the results of future searches.
The set of tools used to extract useful marketing information quickly from their database is called __________.
data mining.
Internet customer acquisition tools include each of the following EXCEPT:
direct mail.
Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
opt-in
The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:
opt-in.
The minimal acceptable standard for permission marketing is:
opt-out
Search engine results produced by a search engine's algorithm when indexing unpaid submissions is called:
organic search.
Following good email marketing principles, a company gathered ________ (Q10) to send future emails about its products and asked customers to ________ (Q11) to receive promotional mailings via email.
permission
Existing social networks are:
used by both consumers and business people.
Types of search include:
voice search.
________ is online media created and controlled by the marketer.
Owned media
Guidelines for a good promotional email include:
Preheaders reinstating and reinforcing the offer.
Business model and business plan are not synonymous terms.
True
Credit cards are an example of the platform model.
True
Online media is best at pull communications to targeted audiences.
True
Video and online advertising can both be part of effective integrated marketing campaigns.
True
Which is NOT an organic search factor?
ad placement
Service-centered dominant logic represents the idea that __________.
all goods are actually services
Possible applications of the community model include ________.
All of these are correct
Which of the following is an application of search engine marketing?
All of these are correct
Which of the following is often used for behavioral targeting?
All of these are correct
A B2C buyer persona is:
All of these are correct.
A successful omni-channel content distribution policy includes:
All of these are correct.
Ad serving is necessary for most sites because:
All of these are correct.
Among the elements that can downgrade a page's rank on the search engines are:
All of these are correct.
Among the factors that have created consumer expectations for on-demand media include:
All of these are correct.
Among the reasons marketers like SMM are:
All of these are correct.
Businesses have enthusiastically adopted the internet for marketing for the following:
All of these are correct.
The App business model works with which of the following revenue models?
All of these are correct.
Which of the following drives Amazon's competitive advantage in the realm of CX?
All of these are correct.
Which of the following is a component of excellent CX?
All of these are correct.
Why are top managers often reluctant to provide budgets for social media marketing?
All of these are correct.
Which of the following is an example of the utility model?
Amazon Web Services
A fast food company airs a really funny commercial during the Super Bowl. Days later, people are still sharing the ad on Facebook, tweeting it, and talking about how awesome it was on blogs. This reaction is an example of ______ media.
earned
A true statement about spam on the Internet is:
email usage is predicted to decline as a result of spam.
Social media marketing campaigns:
need to be developed with a specific target market in mind.
A hierarchy of interactive activities suggests that ________ is a customer-focused activity that can be pursued after a foundation of less information-intensive activities is built.
personalization
The CAN-SPAM act requires applicable emails to have the following:
physical address, valid reply-to email, unsubscribe provision.
NIKEiD is an example of:
product customization
A pixel tag allows Facebook marketers to:
All of these are correct.
Characteristics of digital media include:
All of these are correct.
It is important for marketers to "follow the eyeballs" because:
All of these are correct.
Revenue models for online businesses include:
All of these are correct.
Technology that is likely to affect content marketing going forward includes:
All of these are correct.
The "best customer" model, called RFM,
All of these are correct.
The Taco Bell Morning Menu video ad series was successful because:
All of these are correct.
When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site?
All of these are correct.
Which of the following is the best response to ad blocking?
Attempt to start a dialog with visitors who use it.
In CLV calculations, the discount rate is based solely on the current interest rate.
False
Increasing use of mobile phones does not change the way consumers access content.
False
Infomediaries are present only in the B2C marketspace.
False
Internet usage varies widely between men and women and by ethnicity.
False
It is impossible to calculate the value of a fan on social media.
False
It is not possible to use social media to raise money for worthy causes.
False
Marketer-driven marketing activities are most effective in closing the consumer decision to purchase a product.
False
Marketers find that communicating with customers in social media is essentially the same as communicating in traditional mass media.
False
Most companies succeed at creating excellent CX across many channels.
False
NPV stands for "net positive value."
False
Older Internet users rarely use search engines.
False
Online advertising is most effective when used alone.
False
Over half of the world's population has access to the mobile web.
False
Personalization means stating the name of the person sending the email.
False
Press releases are typically released through social media networks
False
RFID is a twenty-first century technology that disrupts traditional supply chain paradigms.
False
Search engine Marketing and Social media marketing have little relationship to each other.
False
Search engine optimization is a fairly straightforward activity that can be carried out by most webmasters.
False
Spam is only a minor annoyance to most Internet users.
False
Successful global brands rely solely on the Internet for their achievements.
False
The "back end" refers to business functions that are not of concern to the marketer, such as warehousing and distribution.
False
The Business Models Canvas allows firms to choose the correct model from among the traditional business models.
False
The Friends Furever campaign proved that marketers can design videos to go viral.
False
The Internet of Everything is built upon three pillars: people, process, and data.
False
The adoption of new technologies for digital marketing has temporarily slowed as marketers come to grips with the wealth of technologies already available.
False
The advertising-supported model is an excellent way for a new business to consider making money.
False
The fund raising model is commonly used by B2C firms.
False
The metrics used to measure social media campaigns are the same as those used to measure campaigns in other Internet media channels.
False
The same social networks are equally popular in countries around the world.
False
The use of marketing events has declined substantially as a result of the Internet.
False
The value a customer perceives in a product or service is largely determined by its price.
False
The value chain refers to the various suppliers a producer utilizes to procure products or services.
False
When attempting to create optimum value, a company need not examine the entirety of the supply chain; optimizing the initial production processes is sufficient.
False
Which two types of costs together typically account for over 40 percent of total supply chain costs?
Information and transaction
Which of the following is a true statement about the front end of marketing?
It involves customer acquisition activities.
Why is virtual reality a promising format for the future of content marketing?
It is an excellent medium for storytelling.
What was the main driver of Dell's success?
Its integrated value chain enabled it to offer affordable build-to-order computers.
Which type of business model includes most major goods manufacturers?
Pipe
Wikipedia's users can write content on Wikipedia, which adds value to other uses. This is an example of which type of business model?
Platform
A(n) ______ system begins with a tag, which contains a chip with a unique identifying code. As the product moves along the supply chain, its movements are recorded and sent to a tracking database.
RFID
_____ technology allows the identification of tagged goods from a distance without any human intervention.
RFID
Top managers can more easily be persuaded of the value of social media marketing if:
ROI on its expenditures can be established
________ is a term that is descriptive of cloud computing.
SaaS
Which of the following best describes the relationship between search and social media?
Search marketers are very interested in social media simply because consumers are on social media.
Which of the following statements is true about testing in the Internet environment?
Testing provides information that is not ordinarily available to marketers in the mass media environment.
Among the benefits of integrated value chains are customer focus and resulting opportunity to create specialized value propositions for customer segments.
True
Blogs represent an opportunity for marketers to target specific audiences with their display advertising.
True
CX results not from a single event but from all of the interactions with the brand over time.
True
Content strategy and content marketing are separate but related concepts.
True
Content strategy can accurately be described as "always on."
True
Customer conversion refers primarily to sales.
True
Digital disruption occurs when new digital technologies affect the value proposition of existing goods and services.
True
Digital transformation is facilitated by modular processes that can show quick return on investment.
True
Email Marketing is best used as a retention tool rather than acquisition tool.
True
For nondigital products, the consumer decision process resembles a linear funnel.
True
In both B2B and B2C markets, CX is a more durable competitive advantage than product quality.
True
In the current competitive landscape, companies cannot achieve a sustainable competitive advantage without focusing on CX.
True
Information-driven marketing can be thought of as a process that permits interactions, transactions, personalization, and customization.
True
It is important to persuade top managers that SMM can produce a real ROI.
True
It is wiser for marketers to focus on creating shareable content than on creating viral content.
True
Marketers should set specific objectives for brand development activities.
True
Most businesses today have complex hybrid business models.
True
Most companies compete primarily on the basis of CX.
True
Most of the growth in content consumption comes from mobile devices.
True
Most software is now sold as a service, not as a product.
True
Multisided platforms are not limited to two sides.
True
Natural and organic search results are synonymous terms.
True
One component of excellent CX is understanding what customers want before they even know it themselves.
True
One reason that social media marketing can have a hard time taking off within a firm is that top managers often simply do not use social media and therefore doubt its value.
True
Online ads can be targeted using geographic or demographic advertising.
True
Page rank refers to an algorithm to determine how important a page is on the web.
True
Paid search is the primary focus of search engine marketers.
True
Pay-per-click, PPC, advertising is sometimes referred to as Cost-per-Click, CPC advertising.
True
People don't want to hear marketers talk about their products.
True
Placing cookies is part of the process of targeting unidentified users.
True
Primary content includes influential pieces of original content like research reports and e-books.
True
Programmatic advertising automates the buying and selling of ads.
True
Red Bull and Lego have both done excellent content marketing even though the focus of their content stories is quite different.
True
Response modeling is the most common form of predictive modeling.
True
Rich media ads tend to be larger in size and contain more interactive elements.
True
SEO is lower in cost to implement than Paid Search.
True
Search engines have assumed a key role in the activities of web users of all kinds.
True
Small businesses can use social media effectively to raise exposure and increase sales.
True
Social media marketing campaigns must have specific objectives in order to be measured.
True
Social media tools like blogs and community forums can be useful in communicating with business customers in a value chain.
True
The "cloud" is a metaphor for the internet.
True
The 2010 Old Spice campaign made use of multiple social media and traditional online communications channels.
True
The Authentically Mobile business model is dependent on mobile for its very existence.
True
The evolution of CX is erasing the distinctions between B2C and B2B marketing.
True
The immediacy of the Internet can be employed to satisfy queries.
True
The interactivity of the Internet is important to its usefulness as a direct-response medium.
True
The management of customer services such as installation and maintenance is part of the process of supply chain management.
True
The number of people who create and distribute content on the Internet has not exhibited significant growth over the past few years.
True
The pipe model describes most major manufacturers of consumer goods.
True
The requirements of the CAN-SPAM law differentiate between acquiring new customers and communicating with existing ones.
True
Time spent on personal computers is decreasing.
True
Vertical search is less likely than traditional search to produce irrelevant results.
True
Writing for visibility on search engines is an important blogging technique.
True
Elements of a value proposition do NOT include a description of:
customer service strategy.
We can only call it "social media marketing" if:
it leads to achieving business and marketing goals.
Compared to the paper forms that had facilitated channels of distribution for hundreds of years, one disadvantage of EDI was that __________.
its cost was higher than what most small business could pay
When J. C. R. Licklider conceived of the internet in 1962, he failed to realize that:
its primary value would be communication, not the sharing of programs and data.
In the wake of digital transformation, the _________, once the standard mode of operation, is often not a viable option for a successful business.
linear supply chain
The most important influencer of organic search ranking is estimated to be:
link activity.
The last step in the process of supply chain management is to __________.
manage customer services
CX doesn't rank highly in surveys that ask customers what drives their satisfaction with companies. This finding is somewhat misleading, however, because:
many of the survey items that rank higher than CX essentially amount to excellent CX.
A true statement about marketer use of video is:
marketers need to make video available on whatever device users desire.
While mobile advertising is continuing to grow in popularity and impact,
marketers should take care to ignore neither traditional channels nor other digital channels
One implication of the loyalty loop in the modern conception of the consumer decision journey is that:
marketing must continue even after the consumer has made a purchase.
Retargeting refers to:
marketing to people who clicked on an ad but didn't buy anything.
Steps in developing an email campaign include:
measuring the results of the campaign
Advantages of a brand community include:
members are likely to feel more brand loyalty.
The combination of virtual and augmented reality, said to be more flexible than either, is called ________.
mixed reality
In the 2014 census, Millennials comprised between __________ of the U.S. population.
one fourth and one third
The term for a delivered email mail that is actually opened is the following:
open rate.
Native advertising refers to:
promotion that looks like content.
A search engine determines rank on its results pages by:
proprietary algorithms.
SMM metrics are:
provided by the respective social networks.
Developing a resilient brand is less about ________ and more about ________.
pushing a product; building trust
The Golden Rs of email marketing include:
relevance.
Which of the following is considered a best practice in email marketing?
relevant messages
Marketers find that communicating with people on social networks:
requires communications that are responsive and trustworthy.
To create seamless CX, marketers need to create a consumer journey map that:
resembles the generalized consumer journey map as closely as possible.
A phrase that describes value chains is:
seamless, end-to-end integration throughout the channel of distribution.
Which of the following is NOT a meta tag?
search
A user enters a search term on Google. A relevant website shows up and the user navigates there. This is an example of which customer acquisition channel?
search engine marketing
Press release optimization depends heavily on concepts from which customer acquisition technique?
search engine marketing
The most common way consumers enter the web is through:
search engines.
The first step in the process of supply chain management is to __________.
select and qualify desired suppliers
Online advertising includes:
social media.
Dell promotes customer loyalty by:
soliciting their input in social media
Predictive models can be used to:
target unidentified users based on behaviors.
One way to develop consumer-relevant content is to:
tell engaging stories about product use and benefits.
The new "Rising Stars" ad formats were designed because:
the IAB wanted to highlight cutting edge ad technology.
The modern customer journey in the digital age differs from the traditional customer journey in that:
the digital customer journey features the addition of a loyalty loop.
The value chain incorporates:
the integration of activities throughout distribution channels.
B2B marketers like SMM because:
it helps generate high-quality sales leads.
A business model is:
A set of assumptions about how major business activities will be carried out.
________ is the network of physical objects accessed through the Internet.
The Internet of Things
The Internet of Everything builds upon the Internet of Things by adding people, process, data and ________.
things
Hard bounces and soft bounces minus unsubscribes make up the bounce rate.
False
A "sticky" website is one that can last for a considerable period of time without major changes and updates.
False
A company engages with its customers through a Facebook fan page, a corporate blog, and an official website. This is an example of paid media.
False
A data warehouse is a repository where data that is no longer current is stored.
False
A mobile-second mindset is crucial to delivering great CX.
False
ARPANET was designed as a user-friendly network that would connect businesses around the globe.
False
Ad serving refers to the process of creating ads to be shown on the Internet.
False
Advertising is the only feasible revenue stream for most Internet businesses.
False
After two tumultuous decades, disruptive internet-based change is starting to slow down.
False
All Internet marketing tools work equally well for acquiring new customers.
False
Amazon is an excellent example of a firm with a pure ecommerce model.
False
B2C marketers use significantly more types of content in their marketing programs than do B2B marketers.
False
Because SMM is only part of the overall marketing effort, it is not important to establish clear objectives.
False
Because the customer journey is so complex, marketers can't respond to customer behaviors at a granular level.
False
Because users who use ad blocking software were not likely to pay attention to ads anyway, ad blocking software bears a negligible cost to publishers.
False
Behavioral advertising is costly and questionable in effectiveness.
False
Branded communities cannot be built or expanded by using paid media to encourage people to join.
False
Business models in the B2C space are entirely different from business models in the B2B space.
False
CLV is the NPV of all sales to a given customer.
False
Curating content refers to locating content from paid sources that can be used in the content marketing program.
False
Customers will say unfavorable things about brands anyway, so it is important to listen to them, although no response is required.
False
Dell's business has unique characteristics that make it impossible for other businesses to use value chain techniques Dell has pioneered.
False
Directories and search engines do much the same thing in much the same way.
False
Double opt-in is the minimum acceptable industry standard for building email lists.
False
Due to its deceptive nature, native advertising is considered unethical and should be avoided by marketers who have integrity.
False
Earned media is so named because the marketer has to pay substantial sums for it.
False
Electronic Data Interchange is an integration process that is relatively easy for enterprises large and small to implement.
False
Email Marketing Service Providers provide no real benefit to marketers.
False
Email marketing can be carried out on an as-needed basis.
False
Employees are not impressed by corporate efforts in social media marketing.
False
Firms such as Lycos and AOL were part of the second wave of internet change.
False
Google is the only Internet search engine.
False
Why is it unwise for search marketers to ignore mobile search?
Mobile search is outpacing desktop search.
Why is data about the United States a poor indicator of the status of the mobile web?
Mobile use has spread more slowly in the U.S. than in Europe and in developing countries
Which of the following is NOT one of McKinsey's key factors of successful digitalization of business practices?
Move cautiously
Among the things that marketers have learned about SMM is:
None of these is correct.
The value proposition is NOT __________.
None of these is correct.
Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.
Opt-out implies passive agreement on the part of an Internet user to allow marketers to contact the user for promotional purposes.
Which of the following is a true statement about paid placement on search engines?
Paid placement is no longer offered by most major search engines.
What term is used to describe software that is stored in the cloud and accessed by subscribed companies for a fee?
Software as a Service.
Which of the following is NOT classified as an Internet-enabled business model?
Subscription
Why does collecting data beyond five years provide little value for calculating CLV?
The discount for the cost of capital becomes so high that future revenue streams have little value.
Which of the following is a key component of the most famous and most record-breaking commercials?
They tell a story
Consumers engage with online content primarily to:
To be inspired to create or to try.
Which of the following uses a brokerage model?
Tradestation
The advertising-supported model is an extension of which model?
Traditional business model
A robust customer database is one key to effective email marketing.
True
A web page runs a script that detects when a visitor is using an ad blocker. When a blocker is detected, the page attempts to start a dialog with the visitor, explaining how ads provide value to both readers and publishers and asking the visitor to consider turning off the ad blocker. This is an example of an effective response to ad blocking.
True
Ad networks represent groups of related publishers and allow marketers to target a specific audience on many sites.
True
All offers are a form of sales promotion.
True
Although mobile advertising exhibits mounting dominance, traditional communications channels are still relevant.
True
Amazon Web Services is provided "in the cloud."
True
Which of the following is true of the platform model?
Unlike the pipe model, it does not draw a hard line between all of the revenues and all of the costs.
The basic direct-response strategies are:
acquisition, conversion, and retention.
All marketers should:
actively consider the use of social media in their marketing programs
Internet advertising formats:
are defined by the Internet Advertising Bureau
Product reviews:
are used and trusted by consumers
An optimized press release:
contains rich media and links to the website
The technique that serves ads to Internet users based on tracking of their Internet activities is:
behavioral targeting
Julio's company wants to analyze millions of data points pertaining to customer service interactions, purchase patterns, and other behaviors. His company is engaging in:
big data.
A detailed document that provides strategic guidance and aids in the acquisition of internal or external resources is called a __________.
business plan
Acceptable email marketing practices under the CAN-SPAM law include:
correct identification of the sender in the header.
Effective brand building on the Internet requires:
combining interactivity and information-driven direct-response marketing.
Zara is successful in the highly competitive fashion industry in part because it:
is able to get what fashion consumers want into stores quickly.
The current dominant form of marketing is __________.
direct marketing
A __________ is a list of sites arranged by category.
directory.
The phenomenon whereby old ways thinking and behaving are upset by digital technologies is called digital ________.
disruption
Abdul downloads the hottest new mobile game, Crash of Clans 106. When he installs the game, he checks a box to indicate that he would like to receive promotional emails from the game's developers. Later that day, he receives an email in which he has to click another link to verify his willingness to receive further emails. This process is an example of:
double opt-in.
When a user visits a site that sells hot dogs, she sees an ad from a ketchup maker. This is an example of:
dynamic advertising.
Creating a brand community:
is easier when customers themselves already participate in real world community activities.
Ad serving:
is the placement of ads on websites by specialized marketing services agencies.
A man's wife dies, at which point he begins receiving marketing offers from various funeral homes in the area. This is an example of __________ targeting.
event-triggered
On the eve of the U.S. national bowling championships, a bowling ball company throws a party at a bowling alley. Fans who come can play free games against top professionals. At the end of the night, a few lucky fans will win customized bowling balls in jewel-encrusted bowling ball bags. This is an example of:
experiential marketing.
Internet users frequently use search engines to:
get specific content they want
Herbert designs a rice cooker that is extremely effective at cooking rice without burning it, but the device is unnecessarily complex to operate and a pain to clean. As a result, people don't enjoy using the device even though they get what they want (perfectly cooked, unburned rice). Herbert's rice cooker can be said to have:
high function but poor accessibility and emotion.
Objectives of a direct-response marketing program can include each of the following EXCEPT:
inciting the visitor to spread positive word of mouth.
Among the interactive strategies marketers can pursue are:
information, transaction, and personalization.
A Flash page is a bad idea because it:
inhibits a crawler's ability to index the site.
The Four I's of Internet marketing include:
involving, interactive.
The number of internet users broke ___ billion in 2015.
three
Among the functions filled by business models are to:
to describe the value proposition.
An important use of customer lifetime value data is:
to determine the allocation of marketing resources to marketing programs.
Belinda's company's website has shopping cart technology, back-end data integration, and effective security software. These features indicate that Belinda's company has reached the __________ level in the hierarchy of interactive strategies.
transactional
The rapid change in business activities and operations caused by digital disruption is referred to as digital ________.
transformation
On average, users spend about ________ as much time on mobile devices as on desktop computers.
twice
A supply chain in which value is added at various points in the distribution process is called a __________.
value chain
In the __________, value is based on knowledge exchange that drives proactive production of goods and services.
value ecosystem
The value delivered by the firm to a specific, targeted customer segment is known as a(n) ________.
value proposition
the value delivered by the firm to a specific, targeted customer segment is known as a(n)
value proposition
