Deck 8: Digital Marketing

Question 1

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

Answer 1

True

Question 2

In terms of the evolution of the internet, 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.

Answer 2

B

Question 3

In terms of the evolution of the internet, 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.

Answer 3

D

Question 4

Which web phase was characterized by social media, customer engagement, cloud operations, and web participation?

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

Question 5

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

Question 6

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

Question 7

In terms of the evolution of the internet, 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 8

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

Question 9

Describe the main characteristics of Web 4.0.

Question 10

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.

Question 11

Which stage of web development pushed communication channels to real-time?

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

Question 12

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

Question 13

In terms of the evolution of the internet, 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 14

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

Question 15

Digital marketing combines each of the following except:

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

Question 16

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 17

Describe the migration of the internet from Web 1.0 to Web 3.0.

Question 18

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

Question 19

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 20

What does digital marketing mean?

Question 21

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 22

Customization features of e-commerce sites include each 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 23

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 24

Which facilitates a mobile-optimized design?

A)The use of a blog
B)The use of a PURL
C)The use of financial incentives
D)The use of adaptive design

Question 25

When a website makes it easy to locate merchandise, the site displays:

A)an email component.
B)a financial incentive.
C)a customer-centric design.
D)a mobile-optimized design.

Question 26

What is meant by the concept of mobile-optimized design?

A)Customers shop exclusively by email
B)The site automatically adjusts the screen size of the device being used to access the webpage
C)Customers can easily locate merchandise on a website
D)Customers can delay payments using store credits

Question 27

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use each 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 28

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 29

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 30

Eileen 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 31

What is meant by the concept of customer-centric design?

A)Customers shop by email.
B)Customers have easy access to store locations.
C)Customers can easily locate merchandise on a website.
D)Customers can delay payments using store credits.

Question 32

Each of the following incentives is a type of cyberbait, except:

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

Question 33

E-commerce is:

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

Question 34

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 35

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 36

Which does adaptive design facilitate?

A)A company newsletter sent as an email
B)A PURL
C)A customer-centric design
D)A mobile-optimized design

Question 37

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 38

Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:

A)an email component.
B)a financial incentive.
C)a customer-centric design.
D)a mobile-optimized design.

Question 39

Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?

A)An email component
B)A financial incentive
C)A customer-centric design
D)A mobile-optimized design

Question 40

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

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

Question 41

A reduced price, an introductory price, and e-coupons designed to encourage someone to make an online purchase are which type of incentive?

A)Quality
B)Financial
C)Convenience
D)Value-based

Question 42

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 43

Firms can reduce costs when customers order over the internet in each 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 44

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 45

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

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

Question 46

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

Question 47

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 48

Access to a website 24 hours a day is an example of which type of incentive?

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

Question 49

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

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

Question 50

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

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

Question 51

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 52

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

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

Question 53

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

Question 54

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

Question 55

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 56

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

Question 57

Free shipping, free freight, and dollar discounts are examples of which type of incentive that is designed to encourage online shopping?

A)Financial
B)Consumer
C)Convenience
D)Economic

Question 58

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 59

Each of the following is an example 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 60

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 61

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

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 mobile-optimized design seeks to locate consumers as they shop.

Question 64

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

Question 65

A customer-centric design seeks to allow individuals to easily locate merchandise on a webpage.

Question 66

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

Question 67

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

Question 68

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

Question 69

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

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

A mobile-optimized design seeks to adjust content to the screen size of the device being used to access the webpage.

Question 72

A title tag presents access to a personalized webpage.

Question 73

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

Question 74

A title tag presents a short line of meta-copy, which is extremely important to search engines.

Question 75

A mobile-optimized design seeks to allow individuals to easily locate merchandise on a webpage.

Question 76

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

Question 77

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

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

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 80

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