Multiple- Choice:
1.Social media marketing campaigns:
a. can be designed to go viral.
b. need to be developed with a specific target market in mind.
c. are impossible to measure.
2.Among the reasons marketers like SMM are:
a. it can lead to reduced marketing expenses.
b. it can help generate exposure for the business.
c. both of the above.
3.Inside businesses, SMM techniques can be used to:
a. explain corporate policies.
b. it has no internal use.
c. improve engagement with employees.
4.Top managers can more easily be persuaded of the value of social media marketing if:
a. ROI on its expenditures can be established
b. the top marketing officer is in favor
c. they understand that no negative comments will be permitted on social platforms
5.Creating a brand community:
a. should only be done for a well-known brand.
b. is easier when customers themselves already participate in real world community activities.
c. requires skilled outside consultants.
6.Which do managers see as most important?
a. Generating high quality leads
b. Generating a large quantity of leads
c. Creating a relationship with people who might become leads at a later date
7.Inbound marketing includes:
a. content marketing.
b. television advertising.
c. direct mail promotions.
8.Which of the following is a true statement about the cost of lead generation programs?
a. It costs about the same to generate a B2C lead as it does to generate a B2B lead.
b. Leads generated by inbound marketing are generally less expensive.
c. Most B2B companies can generate leads at about the same cost.
9.Customer personas:
a. are used to breathe life into the data of customer profiles.
b. are only used in B2B marketing.
c. can only be used by the marketing department.
10.Conversion paths:
a. only apply to very large websites.
b. show how people move through a website.
c. are the same for all market segments.
11.Among the arguments for the importance of customer retention are:
a. it costs at least seven times as much to acquire a new customer as it does to retain an existing one.
b. a satisfied customer does not talk about the firm and product.
c. reducing customer defections will increase sales, but not necessarily profits.
12.What are foundations of a CRM program?
a. Sales force automation and customer service
b. Marketing and promotion
c. Customer service and email marketing
13.Cisco's success in customer reactivation depended upon:
a. collecting as much data as possible on each business person.
b. contacting business professionals as individuals.
c. developing registration forms.
14.Among the reasons for the failure of CRM programs are:
a. lack of software applications needed to support CRM.
b. lack of buy-in and leadership from top management.
c. lack of understanding of the requirements of CRM.
15.________ are a technology that broadens the ability to connect with consumers
a. Computer clips
b. Mobile branded apps
c. Content management Systems
16.When setting objectives for a website, marketers must be concerned about:
a. a website that offers entertainment to visitors.
b. making sure the website is equipped to conduct ecommerce.
c. the role of the site in overall marketing strategy.
17.Overstock.com's success on the web stems from:
a. the level of satisfaction with the customer experience on the site.
b. its multichannel approach.
c. both of the above.
18.Among the web design elements that help create a satisfactory customer experience are:
a. dramatic and attention-getting graphics and other visuals.
b. multiple navigations aids like breadcrumbs and different colors for followed links.
c. pages that have a lot of text and are able to answer all the visitor's questions.
19.Technology that is helpful in understanding how visitors consume website content is:
a. eyetracking technology.
b. research technology.
c. content maps.
20.In the Shopzilla (Bizrate) rating of website quality:
a. purchasers are surveyed at the time of purchase and after some time has elapsed.
b. visitors are asked to rate the ease of using the website.
c. both of the above