Question 1

E-mail marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

Accepted Answer

A) True 
 B)False

Question 2

A growing area of e-commerce in the business-to-business sector is online exchanges and auctions.

Accepted Answer

A) True 
 B)False

Question 3

All of the following are examples of value-added incentives designed to encourage web visitors, except:

Accepted Answer

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 
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 4

Amazon.com has been at the forefront of customer-generated reviews.

Accepted Answer

A) True 
 B)False

Question 5

Search engine optimization (SEO) can be reached in the following ways, except:

Accepted Answer

A)  paid search insertions on search engines 
B)  paid banner ads on other companies' websites 
C)  increase identification through the natural, or organic, emergence of a site on a search engine 
D)  paid search ads 
A)  paid search insertions on search engines 
B)  paid banner ads on other companies' websites 
C)  increase identification through the natural, or organic, emergence of a site on a search engine 
D)  paid search ads

Question 6

The Internet bandwidth used by countries around the world has now been standardized.

Accepted Answer

A) True 
 B)False

Question 7

Marketing on cell phones and smartphones is:

Accepted Answer

A)  passive marketing 
B)  active marketing 
C)  mobile marketing 
D)  customer-driven marketing 
A)  passive marketing 
B)  active marketing 
C)  mobile marketing 
D)  customer-driven marketing

Question 8

While e-commerce can increase international orders, many are turned away primarily because the company:

Accepted Answer

A)  does not understand the culture 
B)  is focused on domestic business 
C)  does not have a process in place to fill the order 
D)  does not have an established global brand name 
A)  does not understand the culture 
B)  is focused on domestic business 
C)  does not have a process in place to fill the order 
D)  does not have an established global brand name

Question 9

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. This is an example of:

Accepted Answer

A)  merchandising 
B)  a financial incentive 
C)  a convenience incentive 
D)  a value-added incentive 
A)  merchandising 
B)  a financial incentive 
C)  a convenience incentive 
D)  a value-added incentive

Question 10

Search engine optimization (SEO) is the process of placing advertisements on search sites.

Accepted Answer

A) True 
 B)False

Question 11

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a bricks and mortar store.

Accepted Answer

A) True 
 B)False

Question 12

The best and most effective search engine optimization (SEO) method is:

Accepted Answer

A)  paid search insertions on search engines 
B)  paid banner ads on other companies' websites 
C)  identification through the natural, or organic, emergence of a site on a search engine 
D)  paid search ads 
A)  paid search insertions on search engines 
B)  paid banner ads on other companies' websites 
C)  identification through the natural, or organic, emergence of a site on a search engine 
D)  paid search ads

Question 13

In terms of social media, business-to-business customers want expertise.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

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

Question 15

The Internet is the ideal medium for interactive marketing because of the low cost per contact.

Accepted Answer

A) True 
 B)False

Question 16

Search engine optimization (SEO) is the process of:

Accepted Answer

A)  increasing the probability of a particular company's website emerging from a search 
B)  maximizing paid search advertising 
C)  finding the best words to maximize organic searches 
D)  using a search engine as the front door to a company's website 
A)  increasing the probability of a particular company's website emerging from a search 
B)  maximizing paid search advertising 
C)  finding the best words to maximize organic searches 
D)  using a search engine as the front door to a company's website

Question 17

Interactive marketing is:

Accepted Answer

A)  developing marketing messages that create two-way communication with customers 
B)  providing interactive games for customers to play 
C)  the ability of a website to visually display a product, such as clothes on a person 
D)  when customers give permission for marketers to send e-mails and other types of correspondence to them 
A)  developing marketing messages that create two-way communication with customers 
B)  providing interactive games for customers to play 
C)  the ability of a website to visually display a product, such as clothes on a person 
D)  when customers give permission for marketers to send e-mails and other types of correspondence to them

Question 18

Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:

Accepted Answer

A)  SEOs 
B)  widgets 
C)  automated exchange systems 
D)  personalized URLs 
A)  SEOs 
B)  widgets 
C)  automated exchange systems 
D)  personalized URLs

Question 19

Budgets for online advertising have steadily increased in recent years.

Accepted Answer

A) True 
 B)False

Question 20

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Accepted Answer

A)  identify the one word that describes the brand 
B)  gain customer trust 
C)  create a social media site 
D)  cultivate an attitude of giving 
A)  identify the one word that describes the brand 
B)  gain customer trust 
C)  create a social media site 
D)  cultivate an attitude of giving

E-mail marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

A growing area of e-commerce in the business-to-business sector is online exchanges and auctions.

All of the following are examples of value-added incentives designed to encourage web visitors, except:

Amazon.com has been at the forefront of customer-generated reviews.

Search engine optimization (SEO) can be reached in the following ways, except:

The Internet bandwidth used by countries around the world has now been standardized.

Marketing on cell phones and smartphones is:

While e-commerce can increase international orders, many are turned away primarily because the company:

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. This is an example of:

Search engine optimization (SEO) is the process of placing advertisements on search sites.

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a bricks and mortar store.

The best and most effective search engine optimization (SEO) method is:

In terms of social media, business-to-business customers want expertise.

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

The Internet is the ideal medium for interactive marketing because of the low cost per contact.

Search engine optimization (SEO) is the process of:

Interactive marketing is:

Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:

Budgets for online advertising have steadily increased in recent years.

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

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 and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 9: Digital Marketing

E-mail marketing campaigns can be directed to consumers who abandon shopping carts without making a purchase to offer additional incentives to complete the purchase.

A growing area of e-commerce in the business-to-business sector is online exchanges and auctions.

All of the following are examples of value-added incentives designed to encourage web visitors, except:

Amazon.com has been at the forefront of customer-generated reviews.

Search engine optimization (SEO) can be reached in the following ways, except:

The Internet bandwidth used by countries around the world has now been standardized.

Marketing on cell phones and smartphones is:

While e-commerce can increase international orders, many are turned away primarily because the company:

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. This is an example of:

Search engine optimization (SEO) is the process of placing advertisements on search sites.

Geo-targeting is a form of mobile marketing that involves identifying retail outlets for consumers who wish to shop at a bricks and mortar store.

The best and most effective search engine optimization (SEO) method is:

In terms of social media, business-to-business customers want expertise.

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

The Internet is the ideal medium for interactive marketing because of the low cost per contact.

Search engine optimization (SEO) is the process of:

Interactive marketing is:

Mini-applications embedded in banner ads that permit consumers access to dynamic content from external sources are called:

Budgets for online advertising have steadily increased in recent years.

According to Marketing Zen's Shama Kabani, developing an effective interactive marketing strategy involves all of the following activities, except:

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

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 and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters