MKTG 333- Exam 4

What are the two core principles of the FTC's Fair Information Practice principles?

Choice and consent

Which of the FTC's Fair Information Practices (FIP) principles requires opt-in or opt-out policies to be in place? Choice/Consent Notice/Awareness Security Access/Participation

Choice/Consent

Which of the following is a core Fair Information Practices (FIP) principle? Security Choice/Consent Access/Participation Enforcement

Choice/Consent

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

What is some personal information collected by websites about their visitors?

Demographic data, behavioral data, and private data

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

Distribution

What is the opt-out model?

Does not require organizations to get the user's consent before they can collect and process their personal data

T/F All digital marketing programs provide the same data.

False

All of the following are examples of sources and tools for website analytics except: Google Analytics Adobe (Omniture) Analytics Coremetrics Firebase

Firebase

____ is the leading online television and movie distributor.

Netflix

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

Newspapers

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? the Golden Rule the Social Contract Rule No Free Lunch the Slippery Slope

No Free Lunch

Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data? Security Access/Participation Notice/Awareness Choice/Consent

Notice/Awareness

Regarding digital analytics, all of the following are examples of sources of data in the "online world" except: Mobile apps Point of sale system Digital marketing programs Websites

Point of sale system

Which of the following is not a current trend in online content? Americans continue to spend more on streaming music than downloaded music. Readership of newspapers in print form continues to exceed online readership. E-book sales growth slows. Explosive growth of the mobile platform accelerates the transition to digital 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

What is the opt-in model?

Requires organizations to get the user's consent before they can collect and process their personal data

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? the Collective Utilitarian principle No Free Lunch the Slippery Slope Risk Aversion

Risk Aversion

Data that is available in analytics tools for mobile apps include all of the following except: Sessions Retention Events Engagement

Sessions

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? Quill v. North Dakota Alice Corporation v. CLS Bank International South Dakota v. Wayfair Bilski et al. v. Kappos

South Dakota v. Wayfair

What are the basic revenue models for online content?

Subscription, a La Carte, and advertising-supported (free option).

Which of the following statements about the General Data Protection Regulation (GDPR) is not true? The GDPR eliminate the right to be forgotten. The GDPR applies to any firm operating in any E.U. country. The GDPR limits the ability of companies to use data for purposes other than those for which it was collected. The GDPR replaces the Data Protection Directive.

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

Digital analytics are used for all of the following except To determine which channels had the greatest impact on sales To help a company provide a better online experience To determine how a company can move forward and improve All of these

To determine which channels had the greatest impact on sales

T/F 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

Which streaming gaming channel was purchased by Amazon in 2015?

Twitch.tv

Has the average consumer become more receptive to advertising-supported Internet content? What developments support this?

Yes because before this, consumers were used to TV commercials, and advertising on Internet content is very similar to this.

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? trademark law trade secret law patent law copyright law

copyright law

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

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

What techniques do music subscription services uses to enforce DRM?

iTunes and Amazon use a system where you can pay for tracks and albums. Pandora and Spotify use a subscription service.

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: the owner must have taken steps to protect it. it must have commercial value to its owner. it must be unique. it must be something that others do not know.

it must be unique

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

last interaction

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

linear

Which of the following is not a type of digital gamer? local gamers casual gamers MMO gamers social gamers

local gamers

Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years? trade secret law patent law trademark law copyright law

patent law

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

persona's

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

Which of the following is not an e-commerce public safety and welfare issue? regulation of taxation regulation of pornography regulation of gambling regulation of cigarette sales

regulation of taxation

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 Golden Rule the Collective Utilitarian principle the Social Contract Rule Risk Aversion

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? Universalism the Social Contract Rule the Golden Rule the Collective Utilitarian principle

the Golden Rule

Which ethical principle tells you that it is wise to assume perfect information markets? the New York Times test the Social Contract Rule the Golden Rule the Collective Utilitarian principle

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 Social Contract Rule the Golden Rule Universalism the Slippery Slope

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? Risk Aversion the Golden Rule the Slippery Slope the Social Contract Rule

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

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

Heatmap analysis helps determine

where users are clicking on the webpage

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 following has the highest share of the e-book market? Google Apple Barnes & Noble Amazon

Amazon

All of the following are examples of technology convergence except: the iPad. smartphones. Amazon Books Publishing. Apple TV.

Amazon Books Publishing

Digital analytics provide insight on customer/user

Behavior

Which of the following U.S. media channels generates the most revenue? box office movies broadcast television/pay TV video games newspapers

Broadcast television/pay TV

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

Apple