MRKT Final
(T/F) Loyalty programs are limited in their uses to enterprises like airlines that sell high-value products.
False
(T/F) Marketers are not able to collect much useful consumer data from social networks.
False
(T/F) Mobile apps are primarily targeted to young adult males.
False
(T/F) Mobile now comprises a greater share of global ad spending than TV does.
False
(T/F) Most customers prefer impersonal, self-service customer service channels.
False
(T/F) Once beacon technology is fully adopted, RFID tags will be obsolete.
False
(T/F) Personalization can only be done after a person has registered on a website.
False
(T/F) Quantity of sales leads matters more than quality.
False
(T/F) Since mobile marketing campaigns are usually part of larger internet marketing campaigns, it is not necessary to develop specific plans for them. Group of answer choices
False
(T/F) Social CRM requires that a firm be active on all available social media platforms.
False
(T/F) Social platform advertising is too expensive for most small businesses.
False
(T/F) The Peppers and Rogers model of CRM downplays the role of the customer database in CRM.
False
(T/F) The definition of a good customer is one who is profitable immediately upon acquisition.
False
(T/F) The issues surrounding Internet metrics have generally been resolved and marketer can trust that they are using satisfactory measures going forward.
False
(T/F) The media industry's key measure of loyalty is churn, or the loss of subscribers.
False
(T/F) The mobile-friendliness of a website has little impact on its search performance.
False
(T/F) The most important metric for mobile apps is the number of installs.
False
(T/F) The navigational structure of the website is a technical issue to be handled by the IT experts.
False
(T/F) The only reason to deliver excellent customer service is to keep customers happy.
False
(T/F) The only way to generate sales leads online is to advertise.
False
(T/F) The pace of adoption of innovative products seems to have been decreasing in recent years.
False
(T/F) The provisions of COPPA apply only to children under 6 years of age.
False
(T/F) The response of an anonymous visitor to a website cannot be tracked.
False
(T/F) The responsibility for customer service resides only in the customer service department.
False
(T/F) The site should be tested when and only when it is completely functional and ready for visitor use. Group of answer choices
False
(T/F) The term "native advertising" means the same thing on blogs as it does on social media sites such as Facebook.
False
(T/F) There is no way for Internet sites to collect data about consumers without the consumers being aware that data is being collected.
False
(T/F) Website objectives should be established solely on the basis of the AIDA process that is well-known to marketers.
False
(T/F) When consumers are informed about the nature of behavioral tracking they become more comfortable with its use. Group of answer choices
False
________ is generally considered the most important data security problem on and off the Internet: Viruses Spam Identity theft Malware
Identity theft
(T/F) When using a well-designed mobile site, users should often pinch the screen to expand or contract the content.
False
(T/F)A company's Ad Rank in a given search depends entirely on what the company bid for the keyword used in the search.
False
(T/F)The most lucrative ranking for a paid search ad is always either the number one or the number two spot in the search results.
False
Phishing is defined as: Fraudulent emails that try to get personal data. Attempts to gain control of entire computer networks. Successfully masquerading as another person or website. All of these are correct.
Fraudulent emails that try to get personal data.
Which do managers see as MOST important? Generating high quality leads Generating a large quantity of leads Creating a relationship with people who might become leads at a later date All of these are of equal importance.
Generating high quality leads
________ is the law that protects the medical data of patients. FTC COPPA HIPPA FICA
HIPPA
Each of the following is an example of qualitative data EXCEPT: Why do people buy the product? How is the brand perceived? How do customers use products? How do customers talk about the product?
How do customers use products?
In which step of the micro moments perspective on the customer journey does the customer seek help completing a task or trying something new? I want to know. I want to do. I want to go. I want to buy.
I want to do.
Jenna's thinking about getting a new gaming laptop, so she starts reading Amazon reviews to figure out the pros and cons of various brands. According to the micro moments perspective, what stage of the customer journey is Jenna in? I want to know. I want to buy. I want to do. I want to go.
I want to know.
(T/F) Investment in customer service technologies should be made only after customer data has been collected and customer segments and their needs identified.
True
(T/F) It is important to choose relevant metrics with marketing program objectives in mind.
True
(T/F) It is important to provide customers with multiple channels for obtaining customer service that ends with a live person if the situation warrants.
True
(T/F) Lead scoring requires a model that computes a score based on a number of variables.
True
(T/F) Marketers have not yet reached a common definition of engagement in social media metrics.
True
(T/F) Metrics platforms allow marketers to analyze Internet metrics by audience segment.
True
(T/F) Mobile apps are inherently a customer relationship tool.
True
(T/F) Mobile marketing websites produce essentially the same types of metrics as traditional websites.
True
(T/F) Mobile users spend the majority of their time on apps, not on the web.
True
(T/F) Most enterprises need to allocate more resources to customer retention, not to customer acquisition.
True
(T/F) Most marketers consider Return on Marketing Investment (ROMI) the most important effectiveness measure.
True
(T/F) Most marketers find measuring their performance across all channels a difficult challenge.
True
(T/F) Most website visitors skim content instead of reading it word by word.
True
(T/F) Moving from transactional to relationship marketing requires many changes, including changing the criteria by which success is measured.
True
(T/F) One thing customers want from customer service is to be treated with dignity.
True
(T/F) Path analysis helps marketers understand how their customers are using the site.
True
(T/F) Pay-per-Click (PPC) and cost-per-click (CPC) advertising refer to the same thing.
True
(T/F) Privacy policies should be prominently posted on the corporate website.
True
(T/F) Providing satisfying customer experience is a key criterion for successful websites.
True
(T/F) RFID tags keep track of where products are in the story.
True
(T/F) Relationship marketing requires a long-term focus, while transactional marketing tends to have a short term perspective.
True
(T/F) Sales leads are qualified by asking a set of questions about customer needs and ability to make the purchase.
True
(T/F) Search engines are now the most trusted source for locating information.
True
(T/F) Site performance data provides a key set of metrics for IT technicians to use in assessing the success of their programs.
True
(T/F) Smartphones and tablets are the driving force behind the explosion of mobile apps.
True
(T/F) Social CRM broadens the firm's ability to listen to and interact with customers.
True
(T/F) Tagged pages and cookies work together to produce useful metrics for the marketer.
True
(T/F) The B2B buy cycle has noticeable similarities to the consumer decision process. Group of answer choices
True
(T/F) The entire web development process should focus on usability from the perspective of the visitor.
True
(T/F) The fact that most businesses use Facebook can be a valid reason to choose Facebook as an advertising platform.
True
(T/F) The number of Internet metrics that can be obtained from websites and marketing programs is almost infinite.
True
(T/F) The rise of social media has added another dimension to consumer concerns about the privacy of PII.
True
(T/F) The vast majority of both B2B product inquiries and regular online purchases begin with a search.
True
(T/F) The vast majority of consumers in the United States are hesitant to use mobile payments.
True
(T/F) The vast majority of installed apps are uninstalled within three months.
True
(T/F) Traffic, audience and campaign measures are all important in evaluating the business effectiveness of a website.
True
(T/F) Trust, always at the heart of our economic system, has become even more important in the Internet Age.
True
(T/F) Under the Fair Information Practice Principles the consumer should be able to obtain redress for injuries suffered as a result of business violations.
True
(T/F) Website usability is concerned with the customer's ability to use the site easily to complete tasks.
True
(T/F)Businesses generate data faster than data scientists can keep up with it.
True
(T/F)Increasing customer retention is important in increasing enterprise profitability.
True
(T/F)When designing mobile sites, it's a good idea to prepopulate forms and use autofill as much as possible.
True
Which of the following is a true statement about mobile payments? United States consumers have been reticent to adopt mobile payments. Mobile payments have taken off in the U.S., but not elsewhere. After a spurt of initial enthusiasm, adoption of mobile payments has slowed in recent years. About half of U.S. mobile users take advantage of mobile payments.
United States consumers have been reticent to adopt mobile payments.
Among the actions businesses should take to improve trust in themselves and their brands are: align their business mission with the social good. conduct advertising campaigns to tell why they should be trusted. show that they aren't interested in profits by reducing shareholder dividends. All of these are correct.
align their business mission with the social good.
Each of the following is a factor that affects a company's Ad Rank EXCEPT the: A)amount of the flat fee paid to Google for using the AdWords platform. B)bid for each keyword. C)relevance of the ad and website links to the user who performed the search. D)expected impact from ad extensions.
amount of the flat fee paid to Google for using the AdWords platform.
The time frames available for Internet metrics are: chosen at the time the metrics platform is installed. include by day, week, or month. are controlled by the supplier of the metrics platform. All of these are correct.
include by day, week, or month.
The vast majority of mobile users' time is spent: on apps. on the mobile web. texting. choosing the perfect filter for the latest picture of their food.
on apps.
Software that tracks consumer's activities on the web, usually without their knowledge, is called: openware. spyware. traceware. spiderware.
spyware.
Which type of advertising comprises the greatest share of global ad spending? Mobile. Desktop. TV. Radio.
TV.
(T/F) In the "I want to go step" of the micro moments perspective on the customer journey, the customer considers buying a product from a local store.
True
(T/F) Inbound marketing represents a way to generate sales leads in a cost effective manner.
True
(T/F) Customers only defect if they are not satisfied with the enterprise's products and services.
False
(T/F) Intellectual property includes only works that have been legally copyrighted by the owner.
False
(T/F) It is not possible for marketers to obtain metrics from campaigns that take place of the website.
False
(T/F) Landing pages are optional in the sales lead generation process.
False
(T/F) Except for music, issues concerning intellectual property have not changed much as a result of the Internet.
False
(T/F) Hits are the most useful of the Internet metrics.
False
(T/F) Customers who receive a successful level of customer care upon first contact with the company will generally continue making purchases with the company but will no longer spread positive word-of-mouth.
False
(T/F) Cutting back on customer service is a good way to reduce costs.
False
(T/F) Data suggests that consumers in developing countries have been slow to adopt mobile devices, including cell phones.
False
(T/F) Designing a site for accessibility by the physically challenged is too expensive to be a good business practice.
False
What is one advantage of live chat-based online support over live telephone support? Web-based support services are less expensive. Web-based support services better enable agents to prioritize contacts. Web-based support services allow agents to multi-task. All of these are correct.
All of these are correct.
Which of the following can be part of a content marketing strategy? Customer comments posted on Facebook Television ads posted on YouTube Funny memes shared on Reddit All of these are correct.
All of these are correct.
(T/F) Consumers consider all personal data to be roughly equivalent in terms of its sensitivity.
False
(T/F) Content marketing means getting the permission of other companies to reproduce their online content.
False
Improvements to a website may include: frequent incremental improvements. major revision and relaunch as warranted. input from marketers in addition to technical experts. All of these are correct.
All of these are correct.
Registration on a site can: furnish data for personalization of communications. provide an email address for CRM contacts. provide information the customer wants. All of these are correct.
All of these are correct.
The basic marketing strategies include: customer value growth. customer conversion. customer retention. All of these are correct.
All of these are correct.
The customer lifecycle allows marketers to: identify their best prospects. target lapsed customers and win back. acquire more of their best type of customers. All of these are correct.
All of these are correct.
Typical website objectives include: making sales. generating sales leads. interfacing with social media sites. All of these are correct.
All of these are correct.
(T/F) Conversion means the same thing to all companies and to all departments within the company. Group of answer choices
False
(T/F) Customer personas are the same as customer profiles.
False
Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website? A social media site whose users primarily communicate via pictures and short comments. A bank website that includes a mortgage calculator for complex financing calculations. A video game forum that has lots of threads filled with text. None of these is correct.
A bank website that includes a mortgage calculator for complex financing calculations.
For which of the following businesses would a Click to Call ad make the most sense? A)A restaurant. B)An online shoe retailer. C)A bowling alley. D)A video game developer.
A restaurant.
________ is the most expensive of the customer service techniques listed below. A telephone call handled by a live service rep An email handled by a live service rep Live chat on the web Web self-service
A telephone call handled by a live service rep
Why is time watched an important video metric? The longer a video plays, the more ads the user will see. The metrics tracker might miss the impression if the video is closed too soon. When a user closes the video early, it usually means that he or she has a negative impression of the brand. A user who closes the video early might miss the call to action.
A user who closes the video early might miss the call to action.
Customer personas: A) are used to breathe life into data customer profiles B) are only used in B2B marketing C) ca only be use by the marketing department D) can only be used by the sales department
A) are used to breathe life into data customer profiles
________ is one web-based technology for delivering customer service. An integrated back-end system Access via mobile devices A landing page A portal
Access via mobile devices
What is one advantage of adaptive web design over responsive web design? Adaptive design is easier to program. Adaptive design requires less ongoing maintenance. Adaptively designed websites are guaranteed to work on new screen sizes as they are introduced. All of these are correct.
Adaptive design is easier to program.
Which of the following factors affects the profitability of a paid search advertisement? A)How many clicks it gets B)What the cost per click is. C)How much revenue the ad yields. D)All of these are correct.
All
What does the Pareto curve indicate with regard to usability testing? Even testing hundreds of users is unlikely to uncover all of a site's usability problems. All of a site's usability problems can be identified by testing a small number of users. Usability testing is effective but prohibitively costly. Usability testing can be successfully completed in just a month.
All of a site's usability problems can be identified by testing a small number of users.
Which statement characterizes consumers' attitudes about their data? Consumers are most concerned about their PII. Consumers are willing to share personal information in order to make purchases. Consumers consider data about their purchases and lifestyles less sensitive. All of these are correct.
All of these are correct
Among the types of testing that marketers can do to improve their websites are: concept testing prototype testing full usability All of these are correct.
All of these are correct.
Analytical CRM includes: database enhancement. performance measurement. selective targeting. All of these are correct.
All of these are correct.
Communication channels for generating sales leads include: trade shows in the real world. online advertising. direct mail. All of these are correct.
All of these are correct.
(T/F) Identity theft is a consumer problem, not a concern of business. Group of answer choices
False
Why don't many organizations engage in lead optimization? Optimizing the lead process is an issue that is easy to ignore. Efforts to maximize one team's performance can hurt performance in other areas Implementing an optimized process requires postponing ROI. All of these are correct.
All of these are correct.
________ represents the final stage in the evolution of customer services practices within an enterprise. Moving some customer service activities to the web Anticipating and delivering service and support before the customer recognizes the need Providing live customer service Online real-time video chat with a live customer service representative
Anticipating and delivering service and support before the customer recognizes the need
Ensuring that a website's content is relevant both "Choosers" and "Users" is primarily relevant for: sites that don't have a lot of digitally interactive content. B2C websites. B2B websites. None of these is correct.
B2B websites.
What is the difference between a beacon and an RFID tag? Beacons determine where people are; RFID tags determine where products are. Beacons determine where products are; RFID tags determine where people are. Beacons determine the location of products and people; RFID tags convey that information to marketers. RFID tags determine the location of products and people; beacons convey that information to marketers.
Beacons determine where people are; RFID tags determine where products are.
Why doesn't Instagram have an explicit native advertising option? A)Because picture-based native advertising is unethical. B)Because any ad on Instagram is inherently native due to the uniqueness of the platform. C)Because all native advertising on Instagram is automatically routed through Facebook. D)Because research conducted by Instagram showed that native advertising wasn't profitable on that platform.
Because any ad on Instagram is inherently native due to the uniqueness of the platform.
Why doesn't Snapchat offer conventional promoted posts? A)Because it doesn't have enough users to make advertising cost-effective B)Because posts on Snapchat disappear after 10 seconds. C)Because posts on Snapchat are almost exclusively pictures. D)All of these are correct.
Because posts on Snapchat disappear after 10 seconds.
Which of the following online marketing activities is most disliked by consumers? Banner advertising. Email newsletters. Behavioral tracking. Native advertising.
Behavioral tracking
What mechanism does Google use to sell AdWords keywords? A)Bidding. B)First-in-first-out (FIFO). C)Last-in-first-out (LIFO). D)Lottery
Bidding
Which of the following is a requirement for CRM success? Focusing on market share Lowering the cost of customer service Capturing and using customer data All of these are correct.
Capturing and using customer data
________ is one of the Fair Information Practices Principles. Choice Authentication Entitlement Sovereignty
Choice
(T/F) Instagram dominates the paid social media market.
False
The process for placing a Facebook display ad involved: A)Choosing a format then using the Create Ad button to reveal the allowable format elements. B)Choosing a format then uploading text and images according to a basic format. C)Choosing a format and waiting for Facebook to approve the choice. D)All of these are correct.
Choosing a format then uploading text and images according to a basic format.
Which of the following is NOT a strategic mistake in designing a mobile app? A lack of filters and sorting options. A search bar that is tucked away. Clickable phone numbers and maps. Data collection and analysis tools.
Clickable phone numbers and maps.
________ is the term used for distributing items as widely as possible on the web and taking steps to ensure that they can be found by prospective customers. Inbound marketing Buying cycle Content marketing Outbound marketing
Content marketing
Which of the following is NOT a true statement about providing customer service in social media? Customer service in social media only works for high technology firms. Social platforms must be monitored consistently to identify customer problems. Providing customer service in social media requires a considerable amount of employee time. Companies can no longer provide excellent customer service without using social media.
Customer service in social media only works for high technology firms.
Which of the following is a true statement about customer service at Eddie Bauer? It is successful because of ties to its retail stores. Customer service was a principle espoused by the original founder. There was a successful customer service initiative when it first built its website. All of these are correct.
Customer service was a principle espoused by the original founder.
________ is a summary display of metrics data for the marketer's desktop. Top line Dashboard Report Bottom line
Dashboard
Which of the following insights did FreshDirect glean from its analysis of metrics? Because most of its customers made purchases on a desktop, creating an app wasn't necessary. Database segmentation could be used to craft effective email campaigns. Checkout metrics did little to reduce shopping card abandonment. A recommendation engine was ineffective at convincing customers to purchase complementary items.
Database segmentation could be used to craft effective email campaigns.
________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development. Demand generation Content marketing Lead generation Inbound marketing
Demand generation
________ is the result of analysis and segmentation by customer value. Proactive customer service Automated customer service Differentiated customer service None of these is correct.
Differentiated customer service
________ is one of the elements of the Peppers and Rogers CRM model. Analysis Differentiation Involvement All of these are correct.
Differentiation
The law that attempts to bring intellectual property regulation into the digital age is: Fair Information Practices Law. Treaty of Rome. Digital Millennium Copyright Act. None of these is correct.
Digital Millennium Copyright Act.
(T/F) Customer service has improved in recent years because of technology in general and the Internet in particular.
False
(T/F) Customers generally react unfavorably to self-service options.
False
Gregor owns a company that specializes in mountain climbing equipment. He conducts a survey on customer satisfaction and discovers that 66% of his customers have a positive view of his company while 33% have a negative view. Based on these results, he decides not to invest in better customer service, reasoning that his company is getting twice as much positive word-of-mouth as negative word-of-mouth. Which of the following statements best explains why Gregor's logic is flawed? Most customers who respond to customer feedback surveys lie. Dissatisfied customers are more than twice as likely to respond to customer feedback surveys as satisfied customers are. Dissatisfied customers produce more than twice as much word-of-mouth as satisfied customers do. All of these are correct.
Dissatisfied customers produce more than twice as much word-of-mouth as satisfied customers do.
Iris owns an online swimwear company. The registration page on the company website includes a lot of drop-down menus. What is the most likely reason Iris chose to use drop-down menus on her registration page? Drop-down menus reduce data entry errors. Drop-down menus are easier to program. Research has shown that customers find drop-down menus tactilely appealing to operate. Research has shown that websites with drop-down menus generate more sales.
Drop-down menus reduce data entry errors.
Which of the following is a true statement about mobile use and the customer purchase journey? Most smartphone users employ their phones exclusively for short-term goals. Because people generally search for what they already know, most smartphone users don't discover new brands while searching on their phones. Most customers who search for local products and services on their phones make a purchase 2-3 days later. Ease of finding useful information is more important to customers than brand familiarity is.
Ease of finding useful information is more important to customers than brand familiarity is.
Eric creates a bot that looks up competitors' products on Amazon and automatically leaves 1-star ratings. This activity is an example of which type of fraudulent metric? Bounce rate inflation. Floating-share-button spam. Comment spam. Fake reviews.
Fake reviews.
(T/F)
False
(T/F) A KPI is usually expressed as a single number.
False
(T/F) A commercial metrics platform identifies KPIs for each customer. Group of answer choices
False
(T/F) A heat map helps visitors understand the layout of a website.
False
(T/F) A phrase match, which entails an exact sequence of words enclosed in quotes, is the most precise keyword search method available. Group of answer choices
False
(T/F) All marketers can find a single communications channels that fulfills their lead generation needs.
False
(T/F) Analysis of metrics primarily consists of inferring causal relationships from correlations in the data.
False
(T/F) Anticipatory customer service means asking customers what services they need and then providing those services.
False
(T/F) App designers should avoid using auto-detection of user location because consumers resent the invasion of privacy.
False
(T/F) Audience measures include profile data about all website visitors.
False
(T/F) B2B marketers typically make use of lead generation and management programs to create awareness of their products.
False
(T/F) B2C marketers never use the sales lead and management process.
False
(T/F) CRM cannot be implemented in B2B marketing because the field sales force owns customer relationships.
False
(T/F) CRM is only a B2B concept because it includes sales force automation as a key component.
False
(T/F) Companies that use paid social advertising can no longer use free social media platforms to engage with customers.
False
(T/F) Consumers are generally unsatisfied with customer service conducted with a live agent over online chat because it feels unprofessional.
False
Instagram ad formats are essentially the same as Facebook's because: A)Google ad formats don't work on Instagram. B)Instagram is owned by Facebook. C)Instagram uses a follow-the-leader strategy. D)All of these are correct.
Instagram is owned by Facebook
Why is search marketing so important to advertisers? A)Advertisers know that if they don't appear on the front page of search results, their competitors will. B)It is cheaper than any other form of advertising C)It allows them to connect with consumers right when the consumers are interested in a purchase D)All of these are correct.
It allows them to connect with consumers right when the consumers are interested in a purchase
Which of the following is a true statement about the mobile landscape? A mobile-first mindset is central to how most firms operate today. For most companies, mobile activities are not seen as central to the overall business or how it engages with customers. About half of today's businesses have adopted a mobile-first mindset. It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.
It is becoming more difficult for a business to survive without making mobile activities a cornerstone of its interactions with potential customers.
Which of the following are true statements about the importance of Google Analytics? It is not the largest analytics platform, but it is the best. Its cost is low compared to other analytics platforms. It is the platform on which other analytics like those for social media platforms are based. All of these are correct.
It is the platform on which other analytics like those for social media platforms are based
What value does contextual advertising bring to marketers? A)It refines how display ads are targeted based on the way the user runs the search. B)It is cheaper than the other forms of paid search. C)It allows display ads to appear in paid search while bypassing the AdWords auction process. D)All of these are correct.
It refines how display ads are targeted based on the way the user runs the search.
Jon and Jamie, co-owners of a fencing equipment company, disagree as to whether the company should invest in a self-service application for customer service on their website. Jon thinks that self-service is the future of customer service, while Jamie holds that people nowadays still want to talk to a live human to resolve their problems. Which of the following statements is accurate? Both partners are correct, so the right decision depends on the unique circumstances of their company. Jamie is right that customers don't want self-service, so implementing it would be a bad idea. Jamie is right that customers don't want self-service, but the company should implement it anyway to save money. Jamie is wrong in his belief that today's customers don't want self-service, so it's a valid option to consider.
Jamie is wrong in his belief that today's customers don't want self-service, so it's a valid option to consider
When converting a desktop site to a mobile site, which of the following is the MOST important objective? Keep things simple. Don't lose content. Don't lose user interface elements. Segment content via interstitials.
Keep things simple.
Which of the following is a true statement about the cost of lead generation programs? It costs about the same to generate a B2C lead as it does to generate a B2B lead. Leads generated by inbound marketing are generally less expensive. Most B2B companies can generate leads at about the same cost. All of these statements are true.
Leads generated by inbound marketing are generally less expensive.
________ is NOT an acceptable part of a process for delivering exceptional customer service. Resolving problems on first contact Knowing your consumer Locating and assigning blame for the problem None of these is correct.
Locating and assigning blame for the problem
Mobile users do not trust: The privacy policies of mobile service providers. Location tracking. The validity of opt-in practices. Their passwords.
Location tracking.
Which of the following elements should NOT be included in a mobile marketing campaign? Long headlines that clearly explain what the viewer is about to open. Bold colors and minimalistic visuals. Clickable phone numbers and maps. Data collection and analysis tools.
Long headlines that clearly explain what the viewer is about to open.
The key job of marketing analytics is to: Provide reassurance to investors. Measure progress toward business goals. Explain to top management how marketing is working. All of these are correct.
Measure progress toward business goals.
________ are a technology that broadens the ability to connect with consumers. Computer clips Mobile branded apps Content management Systems RFID tags
Mobile branded apps
What is the primary driver of the growth of paid search? A)Mobile technology. B)Desktop technology. C)Successful self-promotion on the part of Google and Facebook. D)Economic recession.
Mobile technology.
Which of the following are true statements about the content of a website? Content must be determined by how much information the website is able to store. Most visitors will only skim the content. It can be taken directly from the enterprise's other marketing materials. All of these are correct.
Most visitors will only skim the content.
________ is NOT a way in which relationship marketing differs from transactional marketing. Networked organizations instead of hierarchical organizations Long term focus instead of short term perspective Customer dialog instead of isolated marketing research projects Focus on the consumer instead of focus on the product
Networked organizations instead of hierarchical organizations
Sources of inbound marketing sales leads include: sales leads purchased from marketing agencies. cold calling by the field sales force. mass mailings. None of these is correct.
None of these is correct.
Which of the following is a true statement about tagged web pages? The user must give permission to have web pages tagged. The marketer can turn tagged pages off and on at will. Tags do not require cookies to work. None of these is correct.
None of these is correct.
Marketers need to be able to demonstrate the effectiveness of their marketing programs in order to: Obtain budgets for future marketing programs. Satisfy the objectives they have set. Improve their search rankings. All of these are correct.
Obtain budgets for future marketing programs.
Which of the following are is NOT a true statement about intellectual property issues on the Internet? P2P file sharing is acceptable in the eyes of copyright law. The Internet has magnified the problem of protecting intellectual property. Businesses show little concern for intellectual property protection. The claim that P2P file sharing damages the music industry is not based on any evidence.
P2P file sharing is acceptable in the eyes of copyright law.
Which is part of a lead distribution process? Passing on sales-ready leads to the sales force Discarding leads that are not sales ready Continuing to contact leads that do not meet qualifying criteria All of these are correct.
Passing on sales-ready leads to the sales force
The overwhelming majority of ________ users are female. A)Twitter B)Snapchat C)Instagram D)Pinterest
How does advertising typically evolve on social media platforms? A)Platforms offer some form of promoted content and stop there. B)Platforms try to resist the influence of advertising but eventually cave when the opportunity proves too lucrative. C)Platforms offer as many advertising formats as they can think of and then keep the ones that work. D)Platforms begin by monetizing whatever the content of their platform is.
Platforms begin by monetizing whatever the content of their platform is.
Which of the following features is the primary reason so many businesses choose to advertise on Facebook? A)Superior analytics. B)EXcellent mobile UX. C)Promoted posts. D)Precise audience targeting options.
Precise audience targeting options
Which of the following is NOT a way that consumers expect to access a firm for customer service and support issues? Contacting a telephone call center Contacting the business by email Reading the product manual Chatting online with a representative
Reading the product manual
Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why? A)Most of Reddit's users are college-educated males. B)Reddit runs on legacy architecture that needs to be updated before it can support modern advertising tools. C)Reddit's users are unusually hostile to advertising. D)All of these are correct.
Reddit's users are unusually hostile to advertising.
What is one advantage of responsive web design over adaptive web design? Responsive design is easier to program. Responsive design requires less ongoing maintenance. Responsive design allows for different user experiences on different devices. All of these are correct.
Responsive design requires less ongoing maintenance.
What are foundations of a CRM program? Sales force automation and customer service Marketing and promotion Customer service and email marketing All of these are correct.
Sales force automation and customer service
A fashion brand that appeals mainly to teenagers and Millennials would most likely succeed advertising on: A)Reddit. B)LinkedIn. C)Snapchat. D)Google+.
Snapchat.
Looking at metrics for a social media marketing campaign will generally show that: Most platforms perform at about the same level for a given campaign. Quantitative metrics outperform qualitative metrics. Some platforms may perform significantly better than others in a given campaign. Some platforms should be eliminated from the campaign.
Some platforms may perform significantly better than others in a given campaign.
Which of the following is NOT a disadvantage of creating a stand-alone site for mobile users that is completely separate from the normal internet site? Stand-alone sites require a redirect, which is time-consuming. Stand-alone sites are complicated to set up. Stand-alone sites require extensive maintenance. Stand-alone sites require a redirect, which is disruptive to consumers.
Stand-alone sites are complicated to set up
What functions do cookies perform in the targeting and personalization process? Identify the visitor's email address. Collect data about the visitor's activities on all websites. Store data that enables the site to deliver relevant content. All of these are correct.
Store data that enables the site to deliver relevant content
Rebecca is the head of the IT department for a company that's rolling out a new website. To ensure that the new site will handle expected loads, Rebecca asks her quality assurance testers to create some scripts that mimic user activity over a wide range of use cases. What is Rebecca doing? Analytics data mining. Domain name system management. Synthetic performance testing. Qualitative data evaluation.
Synthetic performance testing.
A customer submits an online self-service form to complain about an issue with a product. Four hours later, he receives an email requesting that he call the company's toll-free number to talk about his issue with a service representative. The customer calls the number, navigates a phone menu tree, and waits on hold for two minutes before being connected with a service representative, who speaks with the customer for another five minutes before resolving the complaint. According to the text, which of the following aspects of the problem resolution process is the customer most likely to be unhappy about? That he had to wait on hold for more than a minute when he called the company. That he had to navigate a phone menu tree when he called the company. That he had to contact the company twice to get a resolution. That more than one hour passed between submitting a self-service form and receiving an email.
That he had to contact the company twice to get a resolution.
Which is a true statement about the B2B buy cycle? Most companies determine the type of buying cycle they use. The B2B buy cycle implies a process with multiple participants that occurs over time. The B2B buy cycle applies only to large manufacturing corporations. All of these are correct.
The B2B buy cycle implies a process with multiple participants that occurs over time.
Metrics for mobile apps: Are based on the stages of mobile app installation and retention. The CLV of a mobile app user is an important measure of app success. Show that most apps are successful in generating retention. All of these are correct.
The CLV of a mobile app user is an important measure of app success.
Google's Ad Rank depends on: A)The highest keyword bid, the Quality Score, and the Rank Brain score. B)The CPC, the Quality Score, and the expected impact from extensions. C)The bid for each keyword, the relevance of the ad, and use of extensions. D)All of these are correct.
The CPC, the Quality Score, and the expected impact from extensions.
Which of the following are true statements about customer experience on a website? Customer experience describes what happens to users on a single visit to a site. Marketers can do little to affect the nature of customer experience on a website. The components of good customer experience may be different in various channels. All of these are correct.
The components of good customer experience may be different in various channels.
Studies of data breaches have found that: It is important to have all the facts before giving public notice of a data breach. Small data breaches do not present much of a problem. The cost of data breaches to companies is increasing. Consumers are satisfied with the remedies companies provide when breaches occur.
The cost of data breaches to companies is increasing.
Mei is considering a CRM project for her small fruit snack company. As she and her top managers debate the issue, what is likely to be biggest financial obstacle to the implementation of a CRM system The cost of hiring a sales force to gather customer data. The cost of licensing the needed software. The cost of hiring a marketing agency to place ads around the web. The cost of training middle management on the proper use of CRM.
The cost of licensing the needed software
What is a true statement about the definition of conversion? Conversion simply means the sales lead making a purchase. The definition of conversion is likely to change for different teams involved in the process. It is not possible to define conversion. When firms fail, it is often because they have defined conversion incorrectly.
The definition of conversion is likely to change for different teams involved in the process.
Which of the following is a key strategic difference between the Valid Metrics Framework and traditional purchase behavior models? The endpoint of VMF is that the customer will make a purchase. The endpoint of VMF is advocacy — the likelihood that a person will recommend the brand — rather than purchase. In the VMF, engagement is defined as the number of "likes" a marketing campaign receives on Instagram or Facebook. None of these is correct.
The endpoint of VMF is advocacy — the likelihood that a person will recommend the brand — rather than purchase.
Why is the linear design of listicles a poor fit for mobile browsing? The listicles don't have enough images. The listicles aren't entertaining enough. The listicles take too long to load. All of these are correct.
The listicles take too long to load.
Hans creates a desktop website for his company, then adds code to the site to make it work on smaller screens. Which of the following problems is Hans most likely to run into? The desktop version of the site will stop working. The desktop version of the site will become extremely slow loading. The mobile version of the site is likely to be slow loading. The mobile version of the site will not function at all.
The mobile version of the site is likely to be slow loading.
(T/F) Fake websites can be set up for the purpose of stealing data such as credit card numbers.
True
(T/F) Financial services institutions in the U.S. are required by law to notify consumers about their privacy policies.
True
(T/F) In recent years users have become more concerned about the privacy of PII on their mobile devices than about security.
True
Which part of the screen do most mobile users focus on? The left. The right. The bottom. The top.
The top.
Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service? The first thing they want is their money back There is a wide gap between what customers want and what they get They want to be able to submit negative product reviews All of these are correct.
There is a wide gap between what customers want and what they get
Which of the following is NOT a priority to users of retail apps? Three or more notifications per store visit. The ability to get things done in just a few steps. Price checking. The ability to earn loyalty points by using the apps.
Three or more notifications per store visit.
What is the strategic purpose of a geo-fence? To send different ads to different countries. To target mobile users of a certain demographic with products that are relevant to that demographic. To target mobile users within a virtual perimeter with localized advertising. To convert the costs of advertising products into local currencies.
To target mobile users within a virtual perimeter with localized advertising.
Which of the following is NOT a characteristic of SMART objectives? Measurable Top Specific None of these is correct.
Top
(T/F) A conversion path describes the movement of a particular customer or groups of customers through the website. Group of answer choices
True
(T/F) A cookie is a few lines of computer code that is placed on the user's computer.
True
(T/F) A significant majority of U.S. consumers are willing to spend more with a business that provides great customer service.
True
(T/F) A site is "sticky" if it is difficult to leave and often revisited.
True
(T/F) A tag is a small piece of code that allows marketers to track visitor's movement from one page to another.
True
(T/F) A well-designed mobile site should not require a lot of scrolling.
True
(T/F) Advertisers who use AdWords only pay when someone clicks on the ad.
True
(T/F) Alt tags are useful in providing information in detail about images on the site.
True
(T/F) An ad group's Quality Score drops if the keywords are not logically related
True
(T/F) Breadcrumbs provide the ability to track and measure site effectiveness.
True
(T/F) Businesses have a long run competitive advantage as a result of having trusted brands.
True
(T/F) Conversion of leads into sales is one of the basic marketing objectives.
True
(T/F) Creating a purchasing scenario is essentially writing a story about how a specific segment of customers goes through the buying process.
True
(T/F) Creating an anonymous customer profile generally requires the use of a cookie.
True
(T/F) Creative Commons is an effort to promote sharing of content while protecting the rights of the creator.
True
(T/F) Designers of mobile sites should prioritize short loading times, even at the expense of including some content
True
(T/F) Differentiated customer service should be based on a careful analysis of customer lifetime value segments.
True
(T/F) Enterprise metrics include traffic, audience, and campaign metrics.
True
(T/F) Facebook offers ad formats by objective while Google offers a variety of image formats.
True
Which of the following is NOT a strategically valid piece of advice for designing mobile pages? Avoid forcing users to scroll a lot through long pages. Use images sparingly to reduce loading times. Use linear pages to make the website easier to navigate. Reduce as much as possible the need for users to go back and forth between screens.
Use linear pages to make the website easier to navigate.
Vladimir is tasked with designing a mobile website for his company. Since the company already has a website, he uses responsive technology to transform the existing site into a mobile one. He then makes sure that all of the content on the mobile site is short and minimalistic to encourage faster loading times. Some parts of the site need to be zoomed out while others need to be zoomed in, and the site is designed so that users can pinch the screen to change between the two. Finally, several geolocation technologies are integrated into the mobile site. Which of the following BEST describes a strategic error in Vladimir's website design? Vladimir shouldn't have sacrificed richer content for faster loading times. Vladimir shouldn't have incorporated location-specific information into the site. Vladimir shouldn't have depended on the site's users to do any pinching. Vladimir should have made the mobile site from scratch instead of converting a desktop site.
Vladimir shouldn't have depended on the site's users to do any pinching.
The EDGAR Online case history showed that: it is not possible to increase the number of leads generated. a lead scoring system can increase the number of leads correctly classified. it is unlikely that the number of leads closed can be increased. sales-ready leads are not actually significantly better than non-sales-ready leads are
a lead scoring system can increase the number of leads correctly classified.
The type of cookie that remains on a user's computer for a specified period of time is called: a session cookie. a persistent cookie. a first-party cookie. No cookie remains on a computer longer than a single website visit.
a persistent cookie
Location-based mobile marketing is: banned in the United States. accessible to small, local retailers. available from any web hosting service. All of these are correct.
accessible to small, local retailers.
Qualifying sales leads means: determining which communications channel produced the lead. asking a standard set of questions to determine needs and budget. having a sales rep call the prospect. None of these is correct.
asking a standard set of questions to determine needs and budget.
In the future, __________ might allow two friends to check out a selection of bowling balls even when the two friends are in different cities and neither one is near a store. beacons augmented reality RFID tags artificial intelligence
augmented reality
Marietta opts into a Target app. When she enters a Target store, small Bluetooth devices scattered throughout the store send signals to her phone with personalized deals and information. This is an example of ______ technology. RFID. beacon. tag. alien.
beacon.
Website creators who want to prioritize mobile-friendly design should take a ________ approach. bottom-up top-down graceful degradation lateral expansion
bottom-up
The two categories of website metrics are: file loading time and successful page loads. business performance and technical site performance. marketing metrics and operations metrics. None of these is correct.
business performance and technical site performance.
True statements about the financial importance of customer service include: it is not possible to measure business losses due to poor customer service. customers who have problems are unlikely to repurchase, whether their problem is resolved or not. businesses around the world lose millions of dollars in business each year as the result of poor customer service. All of these are correct.
businesses around the world lose millions of dollars in business each year as the result of poor customer service.
Among the reasons for the failure of CRM programs are lack of: software applications needed to support CRM. buy-in and leadership from top management. understanding of the requirements of CRM. All of these are correct.
buy-in and leadership from top management.
Testing landing pages: rarely results in improvements in the lead generation and conversion process. takes extensive time and cost that is beyond the resources of most corporations. can produce measurable improvements in the lead generation and management process. can backfire if the QA team doesn't come up with the correct use cases.
can produce measurable improvements in the lead generation and management process.
Integrating social media data into tactical CRM programs: carries inherent privacy challenges. has been fully automated. involves collecting easily quantifiable data. All of these are correct.
carries inherent privacy challenges.
Tests that marketers can perform to improve their websites include: alpha testing. concept testing. navigation testing. All of these are correct.
concept testing.
In developing the site navigational structure, it is important to: have every page represented on the main navigation bar. construct a hierarchical diagram of site structure. turn it over to technical personnel who have the necessary expertise. ensure that every node in the lattice can connect to every other node.
construct a hierarchical diagram of site structure.
Cisco's success in customer reactivation depended upon: collecting as much data as possible on each business person. contacting business professionals as individuals. developing registration forms. designing slick and aesthetically appealing landing pages.
contacting business professionals as individuals. developing registration forms.
Inbound marketing includes: content marketing. television advertising direct mail promotions. online advertising.
content marketing.
A CRM vision includes using ________ to create a seamless customer experience. customer touchpoints and technology CRM failure rates the promise of CRM All of these are correct.
customer touchpoints and technology
Marketing is evolving to become more ________ vs. ________ focused. segment, acquisition customer, product retention, profitability retention, acquisition
customer, product
Seamless customer experience refers to: using the same technology in all marketing channels. equally satisfying experience at all customer touchpoints. offering different value propositions to different classes of customers. All of these are correct.
equally satisfying experience at all customer touchpoints.
Portakabin promises customers that it will: deliver quality customer service reduce the cost of products to the customer deliver every product in 10 days All of these are correct.
deliver quality customer service
What actions are marketing trade groups taking to try to calm the concerns of consumers about behavioral tracking? educating consumers about online behavioral advertising. introducing an icon for advertisers to flag behavioral ads. giving customers control over what data are collected and by whom. All of these are correct.
educating consumers about online behavioral advertising.
Providing excellent experience for customers requires: engaged employees. revision of the company website. using technology to meet customer needs. giving customers their money back.
engaged employees.
The primary purpose of a usability test is to: ensure that the site works properly to assure good customer experience. give programmers the data they need to produce a usable site. help marketers estimate the volume of sales the site will produce. All of these are correct.
ensure that the site works properly to assure good customer experience.
Technology that is helpful in understanding how visitors consume website content is: eye-tracking technology. brain imaging technology. content maps. All of these are correct.
eye-tracking technology.
Comparative data about various websites is available from: the user's own metrics platform. interactive advertising agencies. firms with specialized tools, platforms, and consulting expertise. a simple Google search.
firms with specialized tools, platforms, and consulting expertise.
Among the business practices recommended by the Federal Trade Commission are: greater transparency in consumer data collection policies and practices. a standard privacy policy to be used by all business entities. consumer surveys about attitudes toward the company's privacy policies. All of these are correct.
greater transparency in consumer data collection policies and practices.
The components of customer lifetime value include: all revenue after the first year. growth in amount spent with the enterprise. spending transferred from competitors. All of these are correct.
growth in amount spent with the enterprise.
What kinds of data do consumers tend to consider sensitive? health-related. goods and services purchased. websites visited. All of these are correct.
health-related.
Purchasing scenarios are: different from scenarios used in corporate strategy development. helpful to various departments in the company. developed by outside agencies to corporate specifications. more useful for outbound marketing than for inbound marketing efforts.
helpful to various departments in the company.
A/An ________ profile can be developed when a person registers on or buys something from a website. anonymous identified statistical vertical
identified
The CRM process: is driven by customer information. makes segmentation obsolete. is useful only for outbound marketing programs. allows for a one-size-fits-all approach to digital marketing.
is driven by customer information
Deploying and tuning the site: needs to be performed by the marketing department. indicates how other marketers are creating online customer experience. is essentially a technical task. All of these are correct.
is essentially a technical task.
Identifying and describing the target audience for a website: is one of marketing's responsibilities in the website development process. requires marketing research in addition to that about the offline target audience. has already been done before website development begins. All of these are correct.
is one of marketing's responsibilities in the website development process.
Among the arguments for the importance of customer retention are: it costs at least seven times as much to acquire a new customer as it does to retain an existing one. a satisfied customer does not talk about the firm and product. reducing customer defections will increase sales, but not necessarily profits. retaining customers reduces the need for marketing.
it costs at least seven times as much to acquire a new customer as it does to retain an existing one.
The best description of Key Performance Indicators (KPIs) is: metrics that measure how the business is performing against objectives. KPIs are collected using a special type of web bot. KPIs are focused only on sales objectives. All of these are correct.
metrics that measure how the business is performing against objectives.
A true statement about consumer practices related to the security of their data is: most users don't use security software. most users are not sure they are protected from malware. most users don't feel safe using online banking. All of these are correct.
most users are not sure they are protected from malware.
Among the web design elements that help create a satisfactory customer experience are: dramatic and attention-getting graphics and other visuals. multiple navigations aids like breadcrumbs and different colors for followed links. pages that have a lot of text and are able to answer all the visitor's questions. All of these are correct
multiple navigations aids like breadcrumbs and different colors for followed links
Themes that recur frequently in the discussion of customer service include the: high cost of exceptional customer care. need to invest time and resources in providing good customer care. recognition that quality management concepts are ineffective in the area of customer service. All of these are correct.
need to invest time and resources in providing good customer care.
The primary motivation behind expanded text ads was to: A)offer a cheaper advertising option for small businesses. B)optimize the ads for laptops. C)optimize the ads for mobile devices. D)All of these are correct.
optimize the ads for mobile devices.
In the United States, laws have NOT been passed regulating the collection and use of personal information about: financial activities of consumers. people over 65 years of age. information collected from children. health care.
people over 65 years of age.
Privacy on social networks: presents difficult issues for both consumers and marketers. is guaranteed by the social networks. is not generally an issue of concern. is impossible to achieve due to technical limitations.
presents difficult issues for both consumers and marketers.
Tagged web pages and cookies work together to: produce useful metrics for marketers. ensure efficient site performance. they don't work together. incite potential customers to action.
produce useful metrics for marketers
A ________ is a partially-functional web page that target customers can evaluate. prototype beta site wireframe archetype
prototype
Typical website objectives include: creating "buzz" about the new site. providing information for employees. providing customer service and support. All of these are correct.
providing customer service and support.
Brands that are trusted by Internet consumers benefit by: reduced cost of customer acquisition. wider visibility. more visitors to their websites. All of these are correct.
reduced cost of customer acquisition.
Reasons the lead generation and management process is important include: regulating the number of sales that are made. reducing the cost of sales. proving to management that marketing is showing results. All of these are correct.
reducing the cost of sales.
Actions taken by consumers to protect the privacy of their data include: boycotting websites. initiating email campaigns. rejecting cookies. All of these are correct.
rejecting cookies.
Mobile content is MOST effective when it: consists primarily of images rather than text. resolves customers' problems. is funny and interesting. All of these are correct.
resolves customers' problems.
Marketers use the Eloqua, Pardot, and Marketo systems to ______ leads. convert generate score All of these are correct.
score
The dimensions of trust on the Internet include: organizations that monitor behavior of websites. security of personal data. public relations activities of enterprises. All of these are correct.
security of personal data.
Steps in developing a strategic customer care program include: segmentation analysis of the customer base. outsourcing parts of the customer care program. moving to service delivered entirely by human agents. All of these are correct.
segmentation analysis of the customer base.
Conversion paths: only apply to very large websites. show how people move through a website. are the same for all market segments. explain why people leave a website.
show how people move through a website.
Abdul conducts experiments to determine the quality of the experience his website's visitors have. Which dimension of "website effectiveness" is Abdul attempting to determine? site magnetism site performance site usability site metrics
site usability
Among the benefits that exceptional customer service confers on enterprises that can deliver it are: elimination of the need for measuring customer satisfaction. sustainable competitive advantage. decreased cost of customer acquisition. All of these are correct.
sustainable competitive advantage.
The site navigational structure: is the first step in the web development process. is a technical issue to be handled by the informational technology department. takes into account how easy it is to move around the site. All of these are correct
takes into account how easy it is to move around the site.
IT technicians monitor performance by studying metrics on: click-throughs from advertising campaigns. the ability of users to perform desired tasks. the performance of each file on a web page. All of these are correct.
the performance of each file on a web page.
When setting objectives for a website, marketers must be concerned about: a website that offers entertainment to visitors. making sure the website is equipped to conduct ecommerce. the role of the site in overall marketing strategy. All of these are correct.
the role of the site in overall marketing strategy.
The nature of website objectives will depend on: the tasks that visitors expect to perform on the site. the types of hardware and software that will be used. how visitors are going to be attracted to the website. None of these is correct.
the tasks that visitors expect to perform on the site.
CPM represents the cost per __________ impressions. A)million B)thousand C)hundred D)multiple
thousand
Path analysis metrics are important: to marketers who need to understand how their advertising programs are working. to marketers who need to understand how visitors are using the site. to IT technicians who need to understand which pages are most used. All of these are correct.
to marketers who need to understand how visitors are using the site.
Creative Commons is a: government program to protect intellectual property. voluntary alternative to traditional copyright law. software program that protects against malicious content. All of these are correct.
voluntary alternative to traditional copyright law.
Consumers prefer self-service when: it has nothing to do with technology. when it works properly to meet their needs. when there are no other reasonable alternatives. they have severe anger.
when it works properly to meet their needs.
When describing their ability to measure the effectiveness of Internet marketing most marketers say they are: confident they are measuring ROI effectively. working to improve their measurement capabilities. not satisfied with the commercial metrics platforms. None of these is correct.
working to improve their measurement capabilities.
