Which of the following is not a strategic driver of the

Question

Question 1
Objectives that can be appropriate for Internet marketing include:
building loyal customer relationships.
doubling the customer base.
decreasing the need for customer service.

Question 2
Which of the following is not a strategic driver of the Internet economy?
Speed is essential to successful Internet operations.
Employees can easily be substituted for one another.
Making it possible to deal with customers on a 1-to-1 basis.

Question 3
Web 2.0 is characterized by:
services and co-creation.
economic and technical evolution.
a "dot com" business enterprise.

Question 4
The basic business models used on the Internet include:
multi-channel marketing.
target return on investment.
disintermediation.

Question 5
Technology that can integrate location into marketing applications is called:
apps.
Web 3.0.
GPS.

Question 6
The most common way consumers discover new online products is through: search.
merchant emails.
social networking sites.

Question 7
Businesses have enthusiastically adopted the internet for marketing for the following:
attract new customers.
customer retention.
both of the above.

Question 8
One of the ways in which the Internet is changing business is: (Points :2.5)
increasing the reliance on hierarchical organizations.
making market share less important.
increasing the need for speed and agility.

Question 9
The value chain incorporates:
distinct divisions between entities in the supply chain.
the concept of vertical integration.
channels of distribution that reach the ultimate customer.

Question 10
________ is the term used to describe information systems that provide a complete picture
of a supply chain
Integration
Mirroring
Automation

Question 11
Over the years FedEx has enhanced customer value by:
giving customers tools to track their own shipments.
giving customers tools to activate FedEx Office orders.
both of the above.

Question 12
The marketing concept of service-dominated logic includes which of the following concepts?
Services are a key component of modern economic systems.
Customers are always co-creators of value.
Neither of the above.

Question 13
Music file sharing is an example of which Internet business model?
Brokerage
Peer-to-peer
Community

Question 14
Disintermediation means:
Syndication
Eliminate the middleman
Direct Selling

Question 15
One of the most famous examples of the brokerage model:
Dell.
Yahoo!.
eBay.

Question 16
The main function of a portal is to:
provide a huge amount of content.
provide access to the Internet.
provide free services.

Question 17
A company selling shoes online to consumers is following which business model?
Merchant
Brokerage
Aggregation

Question 18
The basic direct-response strategies are:
attraction, commitment, and loyalty.
acquisition, conversion, and retention.
attraction, conversion, and retention

Question 19
Objectives of a direct-response marketing program can include:
generating sales leads.
creating awareness of a product or service.
developing brand image.

Question 20
Among the uses of CLV data to Harrah's is:
to drive programs that increase customer value.
to provide a powerful way to segment markets.
both the above.

Question 21
Which of the following is a true statement about data mining?
Data mining can uncover previously unsuspected patterns in the data.
Marketers require the assistance of statisticians to get information from data mining
routines.
Data mining routines were developed specifically to deal with the massive amounts of
data available from the Internet.

Question 22
Among the interactive strategies marketers can pursue are:
information, transaction, and personalization.
transaction, personalization, and collaboration.
interaction, profiling, and customization.

Question 23
Important characteristics of a direct-response offer include:
always having a purchase as the objective.
deferred action on the part of the prospective customer.
a clear call to action.

Question 24
________ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.
Market segmentation
Customer lifetime value
Lead generation

uestion 25
Benefits of having and utilizing a marketing database include:
not having to perform statistical analysis on the data.
being able to construct customer profiles.
having a single customer database that includes information from other functional
areas of the business.

Question 26
NIKEiD is an example of:
an interactive website.
use of a customer database.
product customization.

Question 27
________ is one tool that enables consumers to enjoy media on their own schedule. Electronic TV schedule or guide
Video streaming
Image search

Question 28
Which of the following is a true statement about online display advertising?
It is more expensive than offline display advertising.
It is effective in acquiring customers and making sales.
Neither of the above

Question 29
Online advertising is ________ effective than television advertising in creating customer awareness.
more
less
equally

Question 30
________ is the concept that describes the degree of positive or negative feelings about a brand.
Brand equity
Brand prestige
Brand image

Question 31
Among the metrics used to measure the effectiveness of branding efforts are:
brand equity and brand recognition.
brand image and brand authority.
brand expenditures and brand equity.

Question 32
Effective brand building on the Internet requires:
intensive use of online advertising.
combining interactivity and information-driven direct-response marketing.
higher expenditures than offline brand building.

Question 33
Advantages of a brand community include:
members are likely to feel more brand loyalty.
members feel they are part of an exclusive club.
both of the above.

Question 34
Optimizing videos for visibility requires:
use of relevant keywords wherever possible.
uploading to paid video sites.
a paid channel on YouTube.

Question 35
Promotion of videos can take a number of forms including:
posting the video on all corporate channels and platforms.
posting on the channels of others like business partners.
both of the above.

Question 36
Which of the following is a true statement about acquisition of online customers?
Acquisition of online customers can be accomplished only online.
Acquisition of online customers can make use of both offline and online techniques.
Is more costly than acquiring offline customers.

Question 37
Online advertising includes:
listings on directory sites.
search ads.
ads in print newspapers.

Question 38
Best practices for developing rich media ads include:
put as much interactivity into the ad as possible.
understand who your target audience is and how its members use the web.
do not include a call to action in a rich media ad.

Question 39
The technique that serves ads to Internet users based on tracking of their Internet activities is:
behavioral advertising.
personalized advertising.
re-targeting.

Question 40
Predictive models can be used to:
identify keywords for contextual advertising.
target unidentified users based on behaviors.
avoid the expense of using an ad network.

Question 41
Ads on ________ are similar to other types of Pay Per Click ads.
Facebook
a portal like Yahoo!
a newspaper website

Question 42
The term used to describe the expressed willingness of consumers to receive further promotional material from the marketer is:
opt-in.
opt-out.
registration.

Question 43
Acceptable email marketing practices under the CAN-SPAM law include:
using spiders and other anonymous collection techniques.
correct identification of the sender in the header.
sending unsolicited e-mail to prospective customers without giving them an
opportunity to opt-out.

Question 44
The minimal acceptable standard for permission marketing is:
opt-out.
opt-in.
confirmed opt-in.

Question 45
The Golden Rs of email marketing include:
reciprocity.
recency.
relevance.

Question 46
Which choice below best represents why direct email marketing is superior to direct mail?
Faster, higher response rate, better list
Faster, cheaper, better tracking
Faster, higher response rate, cheaper

A site that lists items by topic is called a:
directory.
paid placement.
search engine.

Question 48
________ is the development of web pages in a manner that is friendly to search engine spiders.
SEP
SEO
SEM

Question 49
Internet users frequently use search engines to:
find their way around the web.
compare prices on products.
get specific content they want.

Question 50
Search engine results produced by a search engine's algorithm when indexing unpaid submissions is called:
search engine optimization.
paid search.
organic search.