Internet Marketing
Multiple- Choice Questions:
1.________ was among the techniques Harrah's Casinos used to improve customer service.
a. Changing the rules on interaction between customers and employees
b. Tracking the satisfaction scores of individual casino employees
c. Cash bonuses based on casino satisfaction scores
2.________ represents the final stage in the evolution of customer services practices within an enterprise.
a. Moving some customer service activities to the web
b. Anticipating and delivering service and support before the customer recognizes the need
c. Providing live customer service
3.Which of the following is a true statement about customer service at Eddie Bauer?
a. It is successful because of ties to its retail stores.
b. Customer service was a principle espoused by the original founder.
c. There was a successful customer service initiative when it first built its website.
4.Steps in developing a strategic customer care program include:
a. segmentation analysis of the customer base.
b. outsourcing parts of the customer care program.
c. moving to service delivered entirely by human agents.
5.Providing excellent experience for customers requires:
a. engaged employees.
b. revision of the company website.
c. using technology to meet customer needs.
6.One of the important priorities of the Papa Gino's metrics program described in the text was:
a. improve the effectiveness of their email marketing.
b. redesign their website.
c. collect data about pizza topping preferences.
7.The two categories of website metrics are:
a. file loading time and successful page loads.
b. business performance and technical site performance.
c. marketing metrics and operations metrics.
8.Which of the following is appropriate when designing a usability test?
a. Restricting participants to only selected pages on the site.
b. Requiring a random sample of the Internet-using population.
c. Asking participants to perform specific tasks on the site.
9.The type of cookie that remains on a user's computer for a specified period of time is called:
a. a session cookie.
b. a persistent cookie.
c. no cookie remains on a computer longer than a single website visit.
10.When describing their ability to measure the effectiveness of Internet marketing most marketers say they are:
a. confident they are measuring ROI effectively.
b. working to improve their measurement capabilities.
c. not satisfied with the commercial metrics platforms.
11.Actions taken by consumers to protect the privacy of their data include:
a. boycotting websites.
b. email campaigns.
c. rejecting cookies.
12.Brands that are trusted by Internet consumers benefit by:
a. reduced cost of customer acquisition.
b. wider visibility.
c. more visitors to their websites.
13.Privacy on social networks:
a. presents difficult issues for both consumers and marketers.
b. is guaranteed by the social networks.
c. is not generally an issue of concern.
14.Among the business practices recommended by the Federal Trade Commission are:
a. greater transparency in consumer data collection policies and practices.
b. a standard privacy policy to be used by all business entities.
c. survey consumers about their attitudes toward the company's privacy policies.
15.________ is the law that protects the medical data of patients.
a. FTC
b. COPPA
c. HIPPA
16.Among the strategic implications of pervasive computing are:
a. marketers must wait for customers to contact them.
b. marketers must be able to contact customer near the time and place of purchase.
c. content will become less important than context.
17.Expanded permission marketing is necessary in the mobile marketing environment because:
a. government regulations establish the kind of permissions that are necessary.
b. mobile customers want control over how much information they receive and when.
c. it is required by geographical location software.
18.A true statement about mobile marketing campaigns is:
a. a mobile marketing campaign needs elements of traditional online or offline marketing.
b. careful attention must be given to metrics that will be used to measure the success of the campaign.
c. marketers can assume that younger consumers are better targets for a mobile campaign.
19.Groupon represents the type of location-based marketing that:
a. takes advantage of consumers' desire to get a special deal
b. makes offers to only a specialized groups of highly-targeted consumers
c. is popular with all marketers because it brings in so many customers
20.The barcodes used in mobile marketing include:
a. only 2 dimensional bar codes.
b. both QR codes and NFC.
c. both of the above.