Question 1

CLV is essentially the NPV of all sales to a given customer.

Accepted Answer

A) True 
 B)False

Question 2

The set of tools used to extract useful marketing information quickly from their database is called:

Accepted Answer

A) statistical program analysis. 
B) automated profiling. 
C) data mining. 
A) statistical program analysis. 
B) automated profiling. 
C) data mining.

Question 3

The Four I's of Internet marketing include:

Accepted Answer

A) information-driven, intuitive. 
B) integrated, immediate. 
C) involving, interactive. 
A) information-driven, intuitive. 
B) integrated, immediate. 
C) involving, interactive.

Question 4

An important use of customer lifetime value data is:

Accepted Answer

A) as a replacement for market segmentation. 
B) to determine the allocation of marketing resources to marketing programs. 
C) to decrease the need for targeting specific customer groups. 
A) as a replacement for market segmentation. 
B) to determine the allocation of marketing resources to marketing programs. 
C) to decrease the need for targeting specific customer groups.

Question 5

The most effective Internet marketing programs make use of the Four I's.Identify each of them, carefully explain what it means and why it is important, and give an example of each in action in an Internet marketing program.

Accepted Answer

The Four Is are:
F1F1F1S1F1F1F10F1F1F1S

Question 6

________ is a simple type of test frequently used in various marketing media.

Accepted Answer

A) Control group 
B) Factorial design 
C) A/B split 
A) Control group 
B) Factorial design 
C) A/B split

Question 7

A "sticky" website is one that can last for a considerable period of time without major changes and updates.

Accepted Answer

A) True 
 B)False

Question 8

The type of firm that typically has established capabilities in fulfillment and customer service:

Accepted Answer

A) manufacturers. 
B) direct marketers. 
C) internet marketers. 
A) manufacturers. 
B) direct marketers. 
C) internet marketers.

Question 9

Data mining tools are designed to sift through large quantities of data looking for patterns of customer behavior.

Accepted Answer

A) True 
 B)False

Question 10

The immediacy of the Internet can be employed to satisfy the consumer's desire for instant gratification.

Accepted Answer

A) True 
 B)False

Question 11

The "back end" refers to business functions like warehousing and distribution that are not a concern of the marketer.

Accepted Answer

A) True 
 B)False

Question 12

Marketers should be attempting to acquire more new customers like their best current customers.

Accepted Answer

A) True 
 B)False

Question 13

Among the uses of CLV data to Harrah's is:

Accepted Answer

A) to drive programs that increase customer value. 
B) to provide a powerful way to segment markets. 
C) both the above. 
A) to drive programs that increase customer value. 
B) to provide a powerful way to segment markets. 
C) both the above.

Question 14

The "best customer model: called RFM:

Accepted Answer

A) helps marketers determine what kinds of new customers to acquire. 
B) is a multiplicative model composed of recency, frequency and monetary value. 
C) both of the above. 
A) helps marketers determine what kinds of new customers to acquire. 
B) is a multiplicative model composed of recency, frequency and monetary value. 
C) both of the above.

Question 15

Information-driven marketing can be thought of as a process that permits interactions, transactions, personalization and customization.

Accepted Answer

A) True 
 B)False

Question 16

Customer Lifetime Value is one of the most-discussed topics in marketing today.Explain what CLV means, the basic structure of a CLV calculation, and give one or more examples of how it can be used to improve marketing programs.

Accepted Answer

The best short definition is probably "t

Question 17

The interactivity of the Internet is important to its usefulness as a direct-response medium.

Accepted Answer

A) True 
 B)False

Question 18

True statements about testing in the Internet environment are:

Accepted Answer

A) testing requires a substantial amount of marketing research. 
B) testing provides information that is not ordinarily available to marketers in the mass media environment. 
C) both of the above. 
A) testing requires a substantial amount of marketing research. 
B) testing provides information that is not ordinarily available to marketers in the mass media environment. 
C) both of the above.

Question 19

It is impossible to calculate the value of a fan on social media.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is a true statement about the front end of marketing?

Accepted Answer

A) It describes marketing activities that take place prior to the product being introduced to the market. 
B) It includes all the activities most likely to produce satisfied customers. 
C) The front end involves customer acquisition activities. 
A) It describes marketing activities that take place prior to the product being introduced to the market. 
B) It includes all the activities most likely to produce satisfied customers. 
C) The front end involves customer acquisition activities.

CLV is essentially the NPV of all sales to a given customer.

The set of tools used to extract useful marketing information quickly from their database is called:

The Four I's of Internet marketing include:

An important use of customer lifetime value data is:

The most effective Internet marketing programs make use of the Four I's.Identify each of them, carefully explain what it means and why it is important, and give an example of each in action in an Internet marketing program.

________ is a simple type of test frequently used in various marketing media.

A "sticky" website is one that can last for a considerable period of time without major changes and updates.

The type of firm that typically has established capabilities in fulfillment and customer service:

Data mining tools are designed to sift through large quantities of data looking for patterns of customer behavior.

The immediacy of the Internet can be employed to satisfy the consumer's desire for instant gratification.

The "back end" refers to business functions like warehousing and distribution that are not a concern of the marketer.

Marketers should be attempting to acquire more new customers like their best current customers.

Among the uses of CLV data to Harrah's is:

The "best customer model: called RFM:

Information-driven marketing can be thought of as a process that permits interactions, transactions, personalization and customization.

Customer Lifetime Value is one of the most-discussed topics in marketing today.Explain what CLV means, the basic structure of a CLV calculation, and give one or more examples of how it can be used to improve marketing programs.

The interactivity of the Internet is important to its usefulness as a direct-response medium.

True statements about testing in the Internet environment are:

It is impossible to calculate the value of a fan on social media.

Which of the following is a true statement about the front end of marketing?

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters

Exam 4: The Direct Response and Database Foundations of Internet Marketing

CLV is essentially the NPV of all sales to a given customer.

The set of tools used to extract useful marketing information quickly from their database is called:

The Four I's of Internet marketing include:

An important use of customer lifetime value data is:

The most effective Internet marketing programs make use of the Four I's.Identify each of them, carefully explain what it means and why it is important, and give an example of each in action in an Internet marketing program.

________ is a simple type of test frequently used in various marketing media.

A "sticky" website is one that can last for a considerable period of time without major changes and updates.

The type of firm that typically has established capabilities in fulfillment and customer service:

Data mining tools are designed to sift through large quantities of data looking for patterns of customer behavior.

The immediacy of the Internet can be employed to satisfy the consumer's desire for instant gratification.

The "back end" refers to business functions like warehousing and distribution that are not a concern of the marketer.

Marketers should be attempting to acquire more new customers like their best current customers.

Among the uses of CLV data to Harrah's is:

The "best customer model: called RFM:

Information-driven marketing can be thought of as a process that permits interactions, transactions, personalization and customization.

Customer Lifetime Value is one of the most-discussed topics in marketing today.Explain what CLV means, the basic structure of a CLV calculation, and give one or more examples of how it can be used to improve marketing programs.

The interactivity of the Internet is important to its usefulness as a direct-response medium.

True statements about testing in the Internet environment are:

It is impossible to calculate the value of a fan on social media.

Which of the following is a true statement about the front end of marketing?

Internet Marketing As Part of the Marketing Communications Mix

The Internet Value Chain

Business Models and Strategies

Online Branding and Video Marketing

Display Advertising and Other Customer Acquisition Techniques

Email Marketing to Build Consumer and Business Relationships

Search Marketing: Seo and PPC

Social Media Marketing

Lead Generation and Conversion in B2B Markets

Customer Relationship Development and Retention Marketing

Developing and Maintaining Effective Websites

Customer Service and Support in Web Space

Measuring and Evaluating Web Marketing Programs

Social and Regulatory Issues: Privacy, Security, and Intellectual Property

Mobile Marketing and Related Developments

Filters