Deck 8: Digital Marketing

Question 1

Web 4.0 was the first to:

A) deliver static content to internet users.
B) add more socially-based sites such as Facebook.
C) include cloud operations and web participation.
D) incorporate real-time communications.

Answer 1

C

Question 2

Web 1.0 transformed traditional retailing by creating engagement between companies and customers.

Answer 2

False

Question 3

Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

Answer 3

True

Question 4

The stage of web development that pushed communication channels to real-time was:

A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.

Question 5

When goods and services are sold on the internet, the approach to marketing is:

A) retail by email.
B) viral marketing.
C) e-commerce.
D) interactive marketing.

Question 6

Describe the migration of the internet from Web 1.0 to Web 4.0.

Question 7

In terms of the internet evolution, Web 2.0:

A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to advertise effectively on the internet.

Question 8

E-commerce is:

A) retailing by email.
B) viral marketing.
C) selling goods and services on the internet.
D) interactive marketing.

Question 9

Web 2.0 changed the ways consumers communicate and interacted with businesses.

Question 10

In terms of the internet evolution, Web 4.0:

A) creates static content that includes customer involvement.
B) generates instant communication that helped improve customer service.
C) creates online communities that connect buyers and sellers.
D) features brand engagement, social media, and customer-generated reviews.

Question 11

Digital marketing combines all of the following except:

A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.

Question 12

The web phase characterized by social media, customer engagement, cloud operations, and web participation is:

A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.

Question 13

Web 3.0 online communication channels moved companies closer to "real-time" communications with customers.

Question 14

The lack of results with digital marketing has led some companies to shift more dollars to broadcast media and direct response marketing.

Question 15

Web 2.0 transformed traditional retailing by creating engagement between companies and customers.

Question 16

What does digital marketing mean?

Question 17

The biggest disappointment web users had with Web 3.0 was the inability to connect to events in real time.

Question 18

In terms of the internet evolution, Web 1.0:

A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to save money.

Question 19

To assess the effectiveness of digital marketing programs, Marketing Zen uses two metrics - a quantitative metric and a qualitative metric.

Question 20

In terms of the internet evolution, Web 3.0:

A) created static content that included customer involvement.
B) generated instant communication that helped improve customer service.
C) created online communities that connected buyers and sellers.
D) featured brand engagement, social media, and customer-generated reviews.

Question 21

A financial incentive to encourage someone to make a purchase online can include all of the following except:

A) consumer promotion.
B) introductory price.
C) product personalization.
D) e-coupon.

Question 22

A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are ________ incentives.

A) quality
B) financial
C) convenience
D) value-based

Question 23

Kyra makes frequent purchases from the Victoria Secret website. She notices that each time she logs onto the site merchandise similar to what she has already purchased or looked at on previous visits to the site appears on the main page, often with special offers to make a purchase. This is an example of:

A) personification.
B) web analytics.
C) channel integration.
D) customization.

Question 24

Customization features of e-commerce sites include all of the following except:

A) ability to locate the nearest retail store.
B) personalization of an individual's name.
C) print coupons or other promotions from a mobile device as well as a computer.
D) show if an item is in-stock prior to making a purchase.

Question 25

Personalization and customization are part of an e-commerce's:

A) channel integration strategy.
B) web analytics.
C) cyber security.
D) brand engagement strategy.

Question 26

Using a fantasy football league to attract individuals to a website is an example of:

A) a financially-based incentive.
B) viral marketing.
C) a cyberbait.
D) a convenience incentive.

Question 27

Making sure all channels work together when a company sells through additional channels beyond the web is:

A) brand engagement.
B) customer engagement.
C) channel integration.
D) cyber consistency.

Question 28

Firms can reduce costs when customers order over the internet in all of the following ways except:

A) lower production costs in manufacturing the product.
B) reduced shipping costs since the customer pays for shipping.
C) decreased labor costs in stocking or restocking shelves.
D) lower sales costs since sales people are not used for the transaction.

Question 29

Free shipping, free freight, and dollar discounts are examples of ________ incentives designed to encourage online shopping.

A) financial
B) consumer
C) convenience
D) economic

Question 30

Persuading a first-time buyer to make an online purchase is best achieved using:

A) interstitial advertising.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.

Question 31

According to BizRateResearch, the most effective financial incentive for consumers is:

A) a price discount.
B) a contest and sweepstakes.
C) a free gifts.
D) free shipping.

Question 32

Incentives that can be used to encourage consumers to make online purchases include all of the following except:

A) follow-up incentives.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.

Question 33

All of the following incentives are types of cyberbaits except:

A) value-based.
B) financial.
C) convenience.
D) educational.

Question 34

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use all of the following strategies except:

A) avoid the use of multiple cyberbaits to encourage sales.
B) make checkout easy without requiring a user name or password.
C) make it easy for customers to enter discount codes.
D) provide a safe and trustworthy checkout procedure.

Question 35

Presenting product reviews and feedback applications on e-commerce sites is important for all of the following reasons except:

A) provides opportunities for interaction with customers.
B) provides an opportunity to squelch negative criticisms of the brand.
C) encourages customers to become brand advocates.
D) allows a company to gain insights into customer thoughts.

Question 36

Which of the following does not apply to a Web 4.0 type e-commerce website?

A) Real time communication
B) Customer engagement
C) Static content
D) Cloud technology

Question 37

Brand engagement for an e-commerce website can be obtained using all of the following except:

A) blogs.
B) feedback applications.
C) channel integration.
D) customer reviews.

Question 38

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false?

A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds.
B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent.
C) Research by Torbit found that as load time increased, the bounce rate declined.
D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

Question 39

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

A) Web 1.0 tactics.
B) web analytics.
C) cyber security.
D) brand engagement strategy.

Question 40

Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to place an order. This is an example of:

A) personalization.
B) web analytics.
C) channel integration.
D) intrusive web design.

Question 41

Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?

A) Security concern
B) Seller opportunism concern
C) Cognitive dissonance
D) Information privacy issues

Question 42

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

A) change purchasing habits more permanently.
B) create brand awareness.
C) substitute payment plans.
D) find new buyers.

Question 43

Value-added incentives are designed to:

A) attract attention.
B) provide shipment information.
C) change purchasing habits over the long term.
D) change short-term buying decisions.

Question 44

E-commerce focuses on selling goods or services on the internet.

Question 45

The key to allaying fears about privacy and security issues in e-commerce is:

A) empathy.
B) convenience.
C) trust.
D) financial incentives.

Question 46

Common venues for brand engagement with e-commerce sites are blogs, feedback mechanism, customer reviews, and social media.

Question 47

Access to a website 24 hours a day is an example of ________ incentives.

A) financial
B) cyberbait
C) convenience
D) value-added

Question 48

All of the following are examples of value-added incentives designed to encourage web visitors, except:

A) offering merchandise on the website that is not available in a catalog or in retail stores.
B) offering free shipping and handling.
C) weekly or daily tips on a topic meaningful to the web visitor.
D) personalizing products to individual consumers based on previous visits to the website and past purchases.

Question 49

Web 4.0 forced e-commerce firms to include real-time communication and engagement for consumers.

Question 50

To be successful in using financially-based incentives to encourage online purchases, the incentives:

A) must match the target market of the website.
B) should offer something free.
C) apply to all customers, not just first time purchasers.
D) should be meaningful to those visiting the website and be changed periodically.

Question 51

Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern?

A) Seller opportunism
B) Security issues
C) Changing purchasing habits
D) Privacy issues

Question 52

Brand engagement typically focuses on direct mail and toll free numbers to drive customers to e-commerce sites to make purchases.

Question 53

Forever 21 offering an easy "how to measure" chart on its website is an example of a ________ e-commerce incentive.

A) financial
B) convenience
C) value-added
D) cyberbait

Question 54

Online sales account for nearly one-fifth of all retail activity.

Question 55

Confidence in e-commerce website security has increased as consumers become used to purchase products over the internet. Currently, approximately ________ percent of consumers have faith that web purchases are secure.

A) 40
B) 55
C) 66
D) 75

Question 56

Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that person a discount for booking online, which is an example of:

A) merchandising.
B) a financial incentive.
C) a convenience incentive.
D) a value-added incentive.

Question 57

Channel integration involves making sure all aspects beyond the web work together.

Question 58

Which type of incentive is designed to change purchasing habits over the long term?

A) Financial
B) Consumer
C) Convenience
D) Value-added

Question 59

A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-times of web pages, especially the main page.

Question 60

When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?

A) Financial
B) Convenience
C) Value-added
D) Supportive

Question 61

Typically, the most effective financial incentives offer something free or at a discount.

Question 62

When Tiffany accesses the Forever 21 website, merchandise similar to what she has purchased and searched for on the web previously appears. This is an example of personalization of an e-commerce site.

Question 63

A value-added incentive should be designed to inspire a short-term purchase rather than trying to influence long-term buying habits.

Question 64

Financial incentives are an effective means of encouraging consumers and businesses to return to a website on a regular basis.

Question 65

What kinds of e-commerce incentives can be offered to encourage consumers to purchase products over the internet?

Question 66

Three types of incentives used to encourage customers to make online purchases include financially-based incentives, convenience-based incentives, and price-based incentives.

Question 67

While many e-commerce sites allow customer reviews and feedback, most immediately delete any negative comments or screen comments prior to posting to prevent negative comments from appearing.

Question 68

A low percentage of online shoppers abandon shopping carts prior to checkout.

Question 69

Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that firms will sell personal information that should remain private.

Question 70

Hidden charges, difficulty checking out, and requiring customers to register at an e-commerce site are common causes of shopping cart abandonment.

Question 71

An example of a value-added incentive to attract people to an e-commerce site is a customized shopping experience.

Question 72

Consumers are wary of shopping privacy issues and security issues on the web.

Question 73

A component of brand engagement for e-commerce is customization, which welcomes a person back to a website by name.

Question 74

Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-and-mortar store.

Question 75

What consumer concerns influence e-commerce online purchasing?

Question 76

While trust is one key to overcoming concerns about privacy and security, most consumers do not know information can be tracked and recorded and thus are not worried.

Question 77

According to BizRateResearch, the most popular online promotion is a price-off offer.

Question 78

Availability 24/7 is an example of a convenience incentive that can be used to attract people to an e-commerce site.

Question 79

Describe the characteristics of a successful e-commerce site.

Question 80

Consumer fears about e-commerce security issues are based on credit card numbers being stolen, identity theft, and fraud.