Question 1

The term share of customer is synonymous with share of market.

Accepted Answer

A) True 
 B)False

Question 2

To take advantage of the massive amount of data now available, a sophisticated analysis technique called ________ is becoming a priority for many firms.

Accepted Answer

A)  data mining 
B)  prospecting 
C)  cold calling 
D)  data warehousing 
E)  data tallying 
A)  data mining 
B)  prospecting 
C)  cold calling 
D)  data warehousing 
E)  data tallying

Question 3

To determine an ad's click-through rate, marketers must know both the number of click-throughs and the number of impressions.

Accepted Answer

A) True 
 B)False

Question 4

Historically, marketers have measured success in a product category by their market share.

Accepted Answer

A) True 
 B)False

Question 5

The text of an email or a social media post would best be categorized as ________.

Accepted Answer

A)  structured data 
B)  unstructured data 
C)  predictive data 
D)  optimized data 
E)  converted data 
A)  structured data 
B)  unstructured data 
C)  predictive data 
D)  optimized data 
E)  converted data

Question 6

Which of the following is NOT a process included in marketing analytics?

Accepted Answer

A)  collecting data about marketing efforts 
B)  creating marketing efforts 
C)  measuring marketing efforts 
D)  analyzing marketing efforts 
E)  assessing marketing efforts 
A)  collecting data about marketing efforts 
B)  creating marketing efforts 
C)  measuring marketing efforts 
D)  analyzing marketing efforts 
E)  assessing marketing efforts

Question 7

________ 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 8

Because of recent advances in data warehousing and data mining, the amount of data we produce is expected to decrease in the near future.

Accepted Answer

A) True 
 B)False

Question 9

To determine the ________, marketers need to know the selling price per unit and the cost per unit.

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 10

Which of the following is NOT an example of a marketing metric?

Accepted Answer

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

Question 11

Rather than focusing on improving cost efficiencies, a CRM program helps marketers focus on the effectiveness of each interaction with a customer.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following could a retailer use to determine which of two different marketing messages generates the most sales?

Accepted Answer

A)  predictive analytics 
B)  churn rate 
C)  A/B test 
D)  cost-per-impression 
E)  cost-per-click 
A)  predictive analytics 
B)  churn rate 
C)  A/B test 
D)  cost-per-impression 
E)  cost-per-click

Question 13

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)  PRIZM and VALS™ 
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)  PRIZM and VALS™ 
E)  cost of customer and duration of relationship with customer

Question 14

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 15

During the interact step of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about CRM programs is true?

Accepted Answer

A)  The success of a CRM program relies on its use of mass communication channels. 
B)  CRM programs include information gathered from each customer touchpoint. 
C)  Internet technology is a barrier to the successful implementation of CRM programs. 
D)  To succeed, all companies should engage in CRM every time they interact with a customer. 
E)  Only consumer marketers can benefit from the use of CRM programs. 
A)  The success of a CRM program relies on its use of mass communication channels. 
B)  CRM programs include information gathered from each customer touchpoint. 
C)  Internet technology is a barrier to the successful implementation of CRM programs. 
D)  To succeed, all companies should engage in CRM every time they interact with a customer. 
E)  Only consumer marketers can benefit from the use of CRM programs.

Question 17

Customer relationship management (CRM) programs can systematically track customers' preferences and behaviors over time.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is an example of digital advertising?

Accepted Answer

A)  television commercial 
B)  billboard 
C)  search ad 
D)  print magazine ad 
E)  print newspaper ad 
A)  television commercial 
B)  billboard 
C)  search ad 
D)  print magazine ad 
E)  print newspaper ad

Question 19

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 20

Through a process of ________, a company can identify a social media platform user's attitude toward a brand.

Accepted Answer

A)  data warehousing 
B)  sentiment analysis 
C)  search engine optimization 
D)  predictive analytics 
E)  reality mining 
A)  data warehousing 
B)  sentiment analysis 
C)  search engine optimization 
D)  predictive analytics 
E)  reality mining

The term share of customer is synonymous with share of market.

To take advantage of the massive amount of data now available, a sophisticated analysis technique called ________ is becoming a priority for many firms.

To determine an ad's click-through rate, marketers must know both the number of click-throughs and the number of impressions.

Historically, marketers have measured success in a product category by their market share.

The text of an email or a social media post would best be categorized as ________.

Which of the following is NOT a process included in marketing analytics?

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

Because of recent advances in data warehousing and data mining, the amount of data we produce is expected to decrease in the near future.

To determine the ________, marketers need to know the selling price per unit and the cost per unit.

Which of the following is NOT an example of a marketing metric?

Rather than focusing on improving cost efficiencies, a CRM program helps marketers focus on the effectiveness of each interaction with a customer.

Which of the following could a retailer use to determine which of two different marketing messages generates the most sales?

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

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.

During the interact step of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

Which of the following statements about CRM programs is true?

Customer relationship management (CRM) programs can systematically track customers' preferences and behaviors over time.

Which of the following is an example of digital advertising?

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

Through a process of ________, a company can identify a social media platform user's attitude toward a brand.

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 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

The term share of customer is synonymous with share of market.

To take advantage of the massive amount of data now available, a sophisticated analysis technique called ________ is becoming a priority for many firms.

To determine an ad's click-through rate, marketers must know both the number of click-throughs and the number of impressions.

Historically, marketers have measured success in a product category by their market share.

The text of an email or a social media post would best be categorized as ________.

Which of the following is NOT a process included in marketing analytics?

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

Because of recent advances in data warehousing and data mining, the amount of data we produce is expected to decrease in the near future.

To determine the ________, marketers need to know the selling price per unit and the cost per unit.

Which of the following is NOT an example of a marketing metric?

Rather than focusing on improving cost efficiencies, a CRM program helps marketers focus on the effectiveness of each interaction with a customer.

Which of the following could a retailer use to determine which of two different marketing messages generates the most sales?

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

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.

During the interact step of one-to-one marketing, companies should focus on ways to improve the cost efficiency and effectiveness of the interaction.

Which of the following statements about CRM programs is true?

Customer relationship management (CRM) programs can systematically track customers' preferences and behaviors over time.

Which of the following is an example of digital advertising?

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

Through a process of ________, a company can identify a social media platform user's attitude toward a brand.

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 and Sales Promotion

Promotion Ii: Social Media, Directdatabase Marketing, Personal Selling, and Public Relations

Filters