Question 1

How are blogs being used for marketing?

Accepted Answer

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Question 2

________ is an open source database that can store and analyze both structured and unstructured data.

Accepted Answer

Hadoop is the correct choice as it is an open source database that can store both structured and unstructured data. ASP, PHP, and JSP are programming languages and are not specific to databases.

Question 3

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Accepted Answer

Customer experience encompasses all interactions a customer has with a brand, product, or service, including pre- and post-purchase interactions, which is broader than customer satisfaction, which measures how well a product or service meets or exceeds customer expectations.

Question 4

All of the following statements about cookies are true except:

Accepted Answer

The data stored in cookies typically includes information about the user's activity on a website, but it does not typically include their unique ID or e-mail address. This type of personal information is typically collected through user registration or login processes.

Question 5

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Accepted Answer

Long tail marketing focuses on offering a large number of niche products, which individually have low demand, but collectively can represent a significant market. This approach leverages the vast selection to attract a diverse customer base with varied interests.

Question 6

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

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Question 7

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

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Question 8

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Accepted Answer

An ad is considered viewable if 50% of it is visible for at least one continuous second for display ads and two seconds for video ads, according to industry standards.

Question 9

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

Lead generation marketing firms typically focus on strategies that attract potential customers to a business, such as content marketing, social media marketing, and search engine optimization. These tactics fall under the umbrella of inbound marketing, which involves drawing people in rather than reaching out to them through traditional outbound methods like cold calling and direct mail.

Question 10

Consumers tend to look at native ads more frequently than they look at display ads.

Accepted Answer

Studies have shown that consumers tend to look at native ads 53% more frequently than display ads. Native ads are also more likely to be viewed as relevant and trustworthy by consumers.

Question 11

Which of the following is a Google algorithm update related to local search?

Accepted Answer

Google's Possum algorithm update was focused on improving local search results by filtering out spammy listings and diversifying results based on location.

Question 12

Which of the following statements about the Internet's impact on marketing is not true?

Accepted Answer

The statement "The Internet has decreased the impact of brands" is not true. In fact, the Internet has increased the impact of brands by providing more opportunities for brand exposure and engagement with customers. Through social media, online advertising, and e-commerce platforms, brands can reach a wider audience and build stronger relationships with customers.

Question 13

The richness made possible by e-commerce technologies does which of the following?

Accepted Answer

The use of e-commerce technologies makes it possible to integrate different forms of media such as video, audio, and text into a single marketing message, providing a more engaging and immersive consuming experience. The statement does not mention the other options, such as cost reduction or worldwide communication.

Question 14

A web beacon is:

Accepted Answer

A web beacon, also known as a pixel tag, is a small graphic image that is embedded in an e-mail or web page. Its purpose is to track user behavior and collect information about website usage. It is not a cookie carrying a virus or an executable cookie. It is also not an automated applet for performing web searches.

Question 15

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

Studies have shown that real-time customer chat can lead to increased customer loyalty, reduced cart abandonment, and higher average order value. Customers who engage in chat tend to make more purchases and spend more per purchase than those who do not use chat.

Question 16

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Accepted Answer

Bundling is indeed the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Question 17

A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Accepted Answer

The definition provided perfectly fits the description of a CRM (Customer Relationship Management) system, which manages and tracks customer interactions and generates customer profiles for employees with the need to access them. The other options listed (customer service chat system, data warehouse, transactive content system) are not specifically designed for this purpose.

Question 18

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

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Question 19

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Accepted Answer

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Question 20

Which of the following would you implement to collect and analyze your company's big data?

Accepted Answer

Hadoop is a distributed processing framework that can handle large-scale data processing. It is designed to handle unstructured data and can easily scale up or down. It also includes tools for analysis and data management. Hadoop would be the best choice for collecting and analyzing big data. A data warehouse and SQL are both good for managing and organizing data, but they may not be enough for analyzing big data. Profiling is a technique for analyzing individual users and their behavior, but it is not suitable for analyzing big data at the company level.

Quiz 6: E-Commerce Marketing and Advertising Concepts