Question 1

Using traditional media to promote and attract customers to a Web site is:

Accepted Answer

A)  cyberbranding 
B)  brand spiraling 
C)  off-line branding 
D)  viral marketing 
A)  cyberbranding 
B)  brand spiraling 
C)  off-line branding 
D)  viral marketing B

Question 2

Of the three methods of search engine optimization,the most effective is paid search ads.

Accepted Answer

A) True 
 B)False  False

Question 3

The initial step most marketers take in developing a social network presence is to start a profile page and then accept "friend requests" or to develop a specific product page at the site.

Accepted Answer

A) True 
 B)False  True

Question 4

The majority of Web traffic begins at a search engine.

Accepted Answer

A) True 
 B)False

Question 5

By providing blogs,discussion forums,and consumer reviews,on its Web site,Circuit City's goal is to:

Accepted Answer

A)  provide the most information for consumers to make an intelligent decision 
B)  offer consumers a variety of ways to search for and evaluate products and to make a purchase decision without leaving the company's Web site 
C)  be the market leader in the electronics industry 
D)  provide enough information that consumers can locate the best value 
A)  provide the most information for consumers to make an intelligent decision 
B)  offer consumers a variety of ways to search for and evaluate products and to make a purchase decision without leaving the company's Web site 
C)  be the market leader in the electronics industry 
D)  provide enough information that consumers can locate the best value

Question 6

To encourage consumers and businesses to return to a Web site on a regular basis,it is necessary to offer financial incentives,convenience incentives,and value-added incentives.

Accepted Answer

A) True 
 B)False

Question 7

While the Internet makes it possible to reach customers anywhere in the world,many companies turn away from international orders because they do not have processes in place to fill them.

Accepted Answer

A) True 
 B)False

Question 8

The following are online interactive tactics being used by companies,except:

Accepted Answer

A)  social networks 
B)  search engines 
C)  viral marketing 
D)  advertising 
A)  social networks 
B)  search engines 
C)  viral marketing 
D)  advertising

Question 9

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

Accepted Answer

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

Question 10

The most frequent reason given for choosing a particular method of researching a product,such as Google,was

Accepted Answer

A)  convenient 
B)  easier 
C)  better prices 
D)  quicker 
A)  convenient 
B)  easier 
C)  better prices 
D)  quicker

Question 11

Customer-generated reviews are critical in developing the following,except:

Accepted Answer

A)  marketing plans 
B)  product modifications 
C)  service strategies 
D)  product positioning strategies 
A)  marketing plans 
B)  product modifications 
C)  service strategies 
D)  product positioning strategies

Question 12

Blogs are a form of word-of-mouth communications.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

In business-to-business e-commerce,a company must have an effective Web site and a strong brand name to be able to compete effectively.

Accepted Answer

A) True 
 B)False

Question 15

Advertising in another company's newsletter is an excellent way to build brand awareness and to drive traffic to the Web site.

Accepted Answer

A) True 
 B)False

Question 16

To the established retail operation,e-commerce offers customers:

Accepted Answer

A)  an alternative mode for making purchases 
B)  a place to obtain additional information about a product 
C)  a place to locate the closest retail store where the actual purchase will be made 
D)  all of the above 
A)  an alternative mode for making purchases 
B)  a place to obtain additional information about a product 
C)  a place to locate the closest retail store where the actual purchase will be made 
D)  all of the above

Question 17

The component of an e-commerce site is used to hold products that have been chosen for purchase is a:

Accepted Answer

A)  catalog 
B)  shopping cart 
C)  payment method 
D)  video stream 
A)  catalog 
B)  shopping cart 
C)  payment method 
D)  video stream

Question 18

The Internet has changed many aspects of U.S.culture.

Accepted Answer

A) True 
 B)False

Question 19

Credit card companies,such as Visa and MasterCard,have recently created ads about:

Accepted Answer

A)  payment systems with a high level of security 
B)  placing orders 
C)  creating better catalogs 
D)  changing purchasing habits 
A)  payment systems with a high level of security 
B)  placing orders 
C)  creating better catalogs 
D)  changing purchasing habits

Question 20

Which of the following statements about consumer-generated ads placed on social networks is not true?

Accepted Answer

A)  consumer-generated ads are viewed as more genuine than company-generated ads 
B)  some advertising experts believe the future of advertising is in user-generated ads rather than agency-produced ads 
C)  encouraging consumers to generate ads for a product is a creative form of interactive marketing 
D)  most ads on social networks are produced by consumers 
A)  consumer-generated ads are viewed as more genuine than company-generated ads 
B)  some advertising experts believe the future of advertising is in user-generated ads rather than agency-produced ads 
C)  encouraging consumers to generate ads for a product is a creative form of interactive marketing 
D)  most ads on social networks are produced by consumers

Using traditional media to promote and attract customers to a Web site is:

Of the three methods of search engine optimization,the most effective is paid search ads.

The initial step most marketers take in developing a social network presence is to start a profile page and then accept "friend requests" or to develop a specific product page at the site.

The majority of Web traffic begins at a search engine.

By providing blogs,discussion forums,and consumer reviews,on its Web site,Circuit City's goal is to:

To encourage consumers and businesses to return to a Web site on a regular basis,it is necessary to offer financial incentives,convenience incentives,and value-added incentives.

While the Internet makes it possible to reach customers anywhere in the world,many companies turn away from international orders because they do not have processes in place to fill them.

The following are online interactive tactics being used by companies,except:

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

The most frequent reason given for choosing a particular method of researching a product,such as Google,was

Customer-generated reviews are critical in developing the following,except:

Blogs are a form of word-of-mouth communications.

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

In business-to-business e-commerce,a company must have an effective Web site and a strong brand name to be able to compete effectively.

Advertising in another company's newsletter is an excellent way to build brand awareness and to drive traffic to the Web site.

To the established retail operation,e-commerce offers customers:

The component of an e-commerce site is used to hold products that have been chosen for purchase is a:

The Internet has changed many aspects of U.S.culture.

Credit card companies,such as Visa and MasterCard,have recently created ads about:

Which of the following statements about consumer-generated ads placed on social networks is not true?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 9: E-active Marketing

Using traditional media to promote and attract customers to a Web site is:

Of the three methods of search engine optimization,the most effective is paid search ads.

The initial step most marketers take in developing a social network presence is to start a profile page and then accept "friend requests" or to develop a specific product page at the site.

The majority of Web traffic begins at a search engine.

By providing blogs,discussion forums,and consumer reviews,on its Web site,Circuit City's goal is to:

To encourage consumers and businesses to return to a Web site on a regular basis,it is necessary to offer financial incentives,convenience incentives,and value-added incentives.

While the Internet makes it possible to reach customers anywhere in the world,many companies turn away from international orders because they do not have processes in place to fill them.

The following are online interactive tactics being used by companies,except:

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

The most frequent reason given for choosing a particular method of researching a product,such as Google,was

Customer-generated reviews are critical in developing the following,except:

Blogs are a form of word-of-mouth communications.

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

In business-to-business e-commerce,a company must have an effective Web site and a strong brand name to be able to compete effectively.

Advertising in another company's newsletter is an excellent way to build brand awareness and to drive traffic to the Web site.

To the established retail operation,e-commerce offers customers:

The component of an e-commerce site is used to hold products that have been chosen for purchase is a:

The Internet has changed many aspects of U.S.culture.

Credit card companies,such as Visa and MasterCard,have recently created ads about:

Which of the following statements about consumer-generated ads placed on social networks is not true?

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

Promotions Opportunity Analysis

Advertising Management

Advertising Design-Theoretical Frameworks and Types of Appeals

Advertising Design-Message Strategies and Executional Frameworks

Traditional Media Channels

Alternative Marketing

Database and Direct Response Marketing

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters