Question 1

Which of the following is an application of predictive analytics?

Accepted Answer

A)  anticipatory shipping 
B)  landing pages 
C)  search engine optimization 
D)  cybersecurity 
E)  omni channels 
A)  anticipatory shipping 
B)  landing pages 
C)  search engine optimization 
D)  cybersecurity 
E)  omni channels A

Question 2

A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

Accepted Answer

A) True 
 B)False  True

Question 3

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

Accepted Answer

A)  conversion rates 
B)  marketing automation 
C)  customer lifetime value 
D)  share of customer 
E)  structured data 
A)  conversion rates 
B)  marketing automation 
C)  customer lifetime value 
D)  share of customer 
E)  structured data B

Question 4

A company's first step in one-to-one marketing 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 5

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Accepted Answer

A) True 
 B)False

Question 6

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Accepted Answer

A)  customizations 
B)  touchpoints 
C)  analytics 
D)  optimizations 
E)  impressions 
A)  customizations 
B)  touchpoints 
C)  analytics 
D)  optimizations 
E)  impressions

Question 7

Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

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 8

Which of the following is true about marketing analytics?

Accepted Answer

A)  Its importance has increased as consumers conduct more of their daily activities online. 
B)  It generates Big Data to be used in marketing decision making. 
C)  It is a departmental approach to separately analyzing the performance of different marketing initiatives. 
D)  It can be used for information gathered from traditional marketing efforts but not from digital marketing channels. 
E)  It can be used for information gathered from digital marketing channels but not from traditional marketing efforts. 
A)  Its importance has increased as consumers conduct more of their daily activities online. 
B)  It generates Big Data to be used in marketing decision making. 
C)  It is a departmental approach to separately analyzing the performance of different marketing initiatives. 
D)  It can be used for information gathered from traditional marketing efforts but not from digital marketing channels. 
E)  It can be used for information gathered from digital marketing channels but not from traditional marketing efforts.

Question 9

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Accepted Answer

A)  search engine optimization 
B)  market basket analysis 
C)  predictive analytics 
D)  emotion analysis 
E)  artificial intelligence 
A)  search engine optimization 
B)  market basket analysis 
C)  predictive analytics 
D)  emotion analysis 
E)  artificial intelligence

Question 10

Explain the philosophy of customer relationship management (CRM).

Accepted Answer

Customer relationship management (CRM) p

Question 11

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Accepted Answer

A firm might choose to abandon, or fire,

Question 12

Cost-per-impression advertising is typically more expensive than cost per click advertising.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  churn rate 
B)  conversion rate 
C)  cost-per-order 
D)  click-through rate 
E)  margin on sales 
A)  churn rate 
B)  conversion rate 
C)  cost-per-order 
D)  click-through rate 
E)  margin on sales

Question 14

Companies that successfully practice customer relationship management measure success by ________.

Accepted Answer

A)  share of market and market growth rate 
B)  business potential and industry potential 
C)  share of customer and lifetime value of the customer 
D)  number of touchpoints and level of marketing automation 
E)  cost of customer and duration of relationship with customer 
A)  share of market and market growth rate 
B)  business potential and industry potential 
C)  share of customer and lifetime value of the customer 
D)  number of touchpoints and level of marketing automation 
E)  cost of customer and duration of relationship with customer

Question 15

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

Accepted Answer

A) True 
 B)False

Question 16

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

Accepted Answer

A) True 
 B)False

Question 17

The marketing team at Joe's Auto World wants to use the information it collected from last year's online advertising campaigns, the most recent Census, and the company's internal CRM system to forecast the effectiveness of two proposed advertising campaigns for the upcoming year. To accomplish this, the marketing team at Joe's Auto World will most likely use ________.

Accepted Answer

A)  marketing controls 
B)  conversion rates 
C)  sentiment analysis 
D)  predictive analytics 
E)  search engine optimization 
A)  marketing controls 
B)  conversion rates 
C)  sentiment analysis 
D)  predictive analytics 
E)  search engine optimization

Question 18

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 19

Conversion rate is an example of ________.

Accepted Answer

A)  search engine optimization 
B)  predictive analytics 
C)  sentiment analysis 
D)  customer equity 
E)  marketing metrics 
A)  search engine optimization 
B)  predictive analytics 
C)  sentiment analysis 
D)  customer equity 
E)  marketing metrics

Question 20

A data scientist is also known as a(n) ________.

Accepted Answer

A)  intelligent agent 
B)  search engine optimizer 
C)  data broker 
D)  business intelligence developer 
E)  reality miner 
A)  intelligent agent 
B)  search engine optimizer 
C)  data broker 
D)  business intelligence developer 
E)  reality miner

Which of the following is an application of predictive analytics?

A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

A company's first step in one-to-one marketing should be to ________.

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

Which of the following is true about marketing analytics?

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Explain the philosophy of customer relationship management (CRM).

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Cost-per-impression advertising is typically more expensive than cost per click advertising.

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

Companies that successfully practice customer relationship management measure success by ________.

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

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

Conversion rate is an example of ________.

A data scientist is also known as a(n) ________.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters

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

Which of the following is an application of predictive analytics?

A data breach may be intentional, such as a cyberattack, or it may be an unintentional release of private information.

To reduce the workload required to fully take advantage of all of the data collected from customers in a CRM program, firms use ________, a set of rules for handling different processes in a predetermined way.

A company's first step in one-to-one marketing should be to ________.

Through anticipatory shipping, a firm can make highly accurate shipping decisions before customers finalize purchases.

Through its CRM program, an online clothing company records information about each time a customer makes a purchase or clicks on a link through an email or an online advertisement. These interactions are examples of ________.

Through ________ pricing, a marketer pays for an advertisement based on the number of times users select the advertisement and are directed to the product's webpage.

Which of the following is true about marketing analytics?

The publisher of Lifting Life, a magazine and website about weightlifting, wants to develop a clear picture of how readers of the magazine and its competitors feel about the magazine. In order to accomplish this, Lifting Life will likely need to use the technique of ________.

Explain the philosophy of customer relationship management (CRM).

Why might a firm want to abandon a customer? What are some of the signs that a firm would be better off "firing" a customer?

Cost-per-impression advertising is typically more expensive than cost per click advertising.

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

Companies that successfully practice customer relationship management measure success by ________.

A company that uses data mining is unlikely to need a data warehouse, as the company's data is constantly in use.

The final stage in one-to-one marketing is to identify customers in terms of both their needs and their value to the company.

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

Conversion rate is an example of ________.

A data scientist is also known as a(n) ________.

Welcome to the World of Marketing: Create and Deliver Value

Global, Ethical, and Sustainable Marketing

Strategic Market Planning

Market Research

Understand Consumer and Business Markets

Segmentation, Target Marketing, and Positioning

Product I: Innovation and New Product Development

Product Ii: Product Strategy, Branding, and Product Management

Price: What Is the Value Proposition Worth

Deliver the Goods: Determine the Distribution Strategy

Deliver the Customer Experience: Goods and Services Via Bricks and Clicks

Promotion I: Advertising: One to Many Marketing Communications

Promotion II: Social Media Marketing and Other Communication Tools

Filters