Question 1

To determine the ________,marketers need to know the total advertising costs and the total number of purchases made.

Accepted Answer

A) bounce rate 
B) conversion rate 
C) cost per order 
D) clickthrough rate 
E) market share 
A) bounce rate 
B) conversion rate 
C) cost per order 
D) clickthrough rate 
E) market share

Question 2

Briefly explain how marketers use marketing controls.

Accepted Answer

Marketers use marketing controls to iden

Question 3

Which of the following has limited the practice of reality mining?

Accepted Answer

A) lack of communication among departments within an organization 
B) difficulties analyzing unstructured data 
C) concerns about preventing information overload 
D) concerns about reactions to privacy infringement 
E) concerns about preventing customer abandonment 
A) lack of communication among departments within an organization 
B) difficulties analyzing unstructured data 
C) concerns about preventing information overload 
D) concerns about reactions to privacy infringement 
E) concerns about preventing customer abandonment

Question 4

A regional restaurant chain wants to place ads on a local newspaper's website.The marketing team at the restaurant chain knows from experience that about five percent of the people who see its ads on a newspaper's website will click on the ad to get more information or sign up for a promotion.Because the marketing team wants to keep the price of running the ads low,the restaurant chain will likely opt for ________ pricing.

Accepted Answer

A) cost per impression 
B) cost per customer 
C) cost per order 
D) cost per click 
E) cost per conversion 
A) cost per impression 
B) cost per customer 
C) cost per order 
D) cost per click 
E) cost per conversion

Question 5

Describe the four steps of one-to-one marketing.

Accepted Answer

Through one-to-one marketing,firms get t

Question 6

Which of the following is true of information stored in departmental "silos'?

Accepted Answer

A) Such information is best described as structured data. 
B) Such information is best described as unstructured data. 
C) Such information is unlikely to be shared with other departments in the firm. 
D) Such information is typically gathered from indirect sources. 
E) Such information is typically gathered by channel partners. 
A) Such information is best described as structured data. 
B) Such information is best described as unstructured data. 
C) Such information is unlikely to be shared with other departments in the firm. 
D) Such information is typically gathered from indirect sources. 
E) Such information is typically gathered by channel partners.

Question 7

Explain the philosophy of customer relationship management (CRM).

Accepted Answer

Customer relationship management (CRM)pr

Question 8

CRM stands for ________.

Accepted Answer

A) consumer relationship marketing 
B) consumer retention management 
C) customer relationship management 
D) customer retention marketing 
E) consumer response management 
A) consumer relationship marketing 
B) consumer retention management 
C) customer relationship management 
D) customer retention marketing 
E) consumer response management

Question 9

Which of the following is NOT an example of a digital marketing channel?

Accepted Answer

A) television 
B) email 
C) social media 
D) search engine 
E) pay per click advertisements 
A) television 
B) email 
C) social media 
D) search engine 
E) pay per click advertisements

Question 10

In a(n)________,there is a two-way exchange of information between purchasing organizations.

Accepted Answer

A) data warehouse system 
B) intelligent agent approach 
C) channel partner model 
D) data broker system 
E) market basket analysis 
A) data warehouse system 
B) intelligent agent approach 
C) channel partner model 
D) data broker system 
E) market basket analysis

Question 11

What is the difference between structured and unstructured data?

Accepted Answer

Structured data is typically either nume

Question 12

It is more difficult to determine the ROI on traditional media efforts such as TV commercials than the ROI on digital media efforts such as banner ads.

Accepted Answer

A) True 
 B)False

Question 13

Through ________ pricing,a marketer pays for an advertisement based on how many times an advertisement appears on a webpage viewed by users.

Accepted Answer

A) cost per impression 
B) cost per customer 
C) cost per order 
D) cost per click 
E) cost per conversion 
A) cost per impression 
B) cost per customer 
C) cost per order 
D) cost per click 
E) cost per conversion

Question 14

A company's first step in customer relationship management should be to ________.

Accepted Answer

A) rank its customers in terms of sales volume 
B) identify customers that cost the company money 
C) identify types of transactions and determine which will be abandoned 
D) identify customers and get to know them in as much detail as possible 
E) determine which aspect of the product will be customized to meet the individual needs of its customers 
A) rank its customers in terms of sales volume 
B) identify customers that cost the company money 
C) identify types of transactions and determine which will be abandoned 
D) identify customers and get to know them in as much detail as possible 
E) determine which aspect of the product will be customized to meet the individual needs of its customers

Question 15

Marketers use the metric of ________ to see how engaging a website is to visitors in terms of the extent to which visitors explore it.

Accepted Answer

A) clickthrough rate 
B) conversion rate 
C) bounce rate 
D) sentiment analysis 
E) market share 
A) clickthrough rate 
B) conversion rate 
C) bounce rate 
D) sentiment analysis 
E) market share

Question 16

Describe the different types of Big Data sources available to marketers.How can marketers use this information?

Accepted Answer

There are five different types of Big Da

Question 17

A new "smart" refrigerator has been designed with sensors that send information to the manufacturer about the refrigerator's use and performance.One advantage of the system is that it will detect any possible performance issues before they interfere with consumer use of the refrigerator and communicate that information to both the manufacturer and consumer so that service and/or repairs can take place immediately.This is an example of ________.

Accepted Answer

A) the Internet of Things 
B) a data warehouse 
C) data mining 
D) sentiment analysis 
E) unstructured data 
A) the Internet of Things 
B) a data warehouse 
C) data mining 
D) sentiment analysis 
E) unstructured data

Question 18

________ are companies that collect and sell personal information about consumers.

Accepted Answer

A) Data brokers 
B) Search engine optimizers 
C) Data warehouses 
D) Web scrapers 
E) Channel partners 
A) Data brokers 
B) Search engine optimizers 
C) Data warehouses 
D) Web scrapers 
E) Channel partners

Question 19

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Accepted Answer

A) True 
 B)False

Question 20

Soundz,a marketer of high-end headphones,wants to better understand how consumers think and feel about its products.Which of the following would be the best tool to help the leadership at Soundz learn about consumer attitudes toward the brand?

Accepted Answer

A) an intelligent agent 
B) reality mining 
C) an ERP database 
D) sentiment analysis 
E) search engine optimization 
A) an intelligent agent 
B) reality mining 
C) an ERP database 
D) sentiment analysis 
E) search engine optimization

To determine the ________,marketers need to know the total advertising costs and the total number of purchases made.

Briefly explain how marketers use marketing controls.

Which of the following has limited the practice of reality mining?

Describe the four steps of one-to-one marketing.

Which of the following is true of information stored in departmental "silos'?

Explain the philosophy of customer relationship management (CRM).

CRM stands for ________.

Which of the following is NOT an example of a digital marketing channel?

In a(n)________,there is a two-way exchange of information between purchasing organizations.

What is the difference between structured and unstructured data?

It is more difficult to determine the ROI on traditional media efforts such as TV commercials than the ROI on digital media efforts such as banner ads.

Through ________ pricing,a marketer pays for an advertisement based on how many times an advertisement appears on a webpage viewed by users.

A company's first step in customer relationship management should be to ________.

Marketers use the metric of ________ to see how engaging a website is to visitors in terms of the extent to which visitors explore it.

Describe the different types of Big Data sources available to marketers.How can marketers use this information?

________ are companies that collect and sell personal information about consumers.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Soundz,a marketer of high-end headphones,wants to better understand how consumers think and feel about its products.Which of the following would be the best tool to help the leadership at Soundz learn about consumer attitudes toward the brand?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters

Exam 5: Marketing Analytics: Welcome to the Era of Big Data

To determine the ________,marketers need to know the total advertising costs and the total number of purchases made.

Briefly explain how marketers use marketing controls.

Which of the following has limited the practice of reality mining?

Describe the four steps of one-to-one marketing.

Which of the following is true of information stored in departmental "silos'?

Explain the philosophy of customer relationship management (CRM).

CRM stands for ________.

Which of the following is NOT an example of a digital marketing channel?

In a(n)________,there is a two-way exchange of information between purchasing organizations.

What is the difference between structured and unstructured data?

It is more difficult to determine the ROI on traditional media efforts such as TV commercials than the ROI on digital media efforts such as banner ads.

Through ________ pricing,a marketer pays for an advertisement based on how many times an advertisement appears on a webpage viewed by users.

A company's first step in customer relationship management should be to ________.

Marketers use the metric of ________ to see how engaging a website is to visitors in terms of the extent to which visitors explore it.

Describe the different types of Big Data sources available to marketers.How can marketers use this information?

________ are companies that collect and sell personal information about consumers.

Data mining can be used to identify customers who are not profitable and who should be abandoned.

Soundz,a marketer of high-end headphones,wants to better understand how consumers think and feel about its products.Which of the following would be the best tool to help the leadership at Soundz learn about consumer attitudes toward the brand?

Welcome to the World of Marketing

Global, ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Understand Consumer and Business Markets

Segmentation,target Marketing,and Positioning

Innovation and New Product Development

Product II: Product Strategy,branding,and Product Management

Price: What Is the Value Proposition Worth

Deliver Value Through Supply Chain Management,channels of Distribution,and Logistics

Delivering the Customer Experience: Bricks and Clicks

Promotion I: Advertising and Sales Promotion

Promotion II: Social Media, directdatabase Marketing, personal Selling, and Public Relations

Filters