Question 1

Which is NOT one of the three components of customer connections?

Accepted Answer

A)  behavioral 
B)  social 
C)  psychological 
D)  cognitive 
A)  behavioral 
B)  social 
C)  psychological 
D)  cognitive

Question 2

Digital media have spurred the evolution from multichannel marketing to

Accepted Answer

A)  omnichannel marketing. 
B)  promotional videos on social media sites. 
C)  banner advertising. 
D)  rich media. 
A)  omnichannel marketing. 
B)  promotional videos on social media sites. 
C)  banner advertising. 
D)  rich media.

Question 3

Why is "responding to customers" a key principle for social media marketing? Give an example of an effective use of this principle that may have been particularly impactful-either positively or negatively.

Accepted Answer

Responses will vary, but should touch on

Question 4

Mobile marketing relies on three primary tools to reach and engage customers. Which of the following is NOT one of them?

Accepted Answer

A)  Mobile push notifications 
B)  Mobile display ads 
C)  Mobile GPS tracking 
D)  Mobile apps 
A)  Mobile push notifications 
B)  Mobile display ads 
C)  Mobile GPS tracking 
D)  Mobile apps

Question 5

Social media platforms are not completely isolated from one another, as they change their functionalities to broaden their services and their appeal. This results in what for marketers?

Accepted Answer

A)  They become more attractive. 
B)  They become less differentiated and harder to use for segmentation. 
C)  They become less effective in messaging. 
D)  They require more effort to understand and correctly utilize. 
A)  They become more attractive. 
B)  They become less differentiated and harder to use for segmentation. 
C)  They become less effective in messaging. 
D)  They require more effort to understand and correctly utilize.

Question 6

Which websites use algorithms and databases of web content to match keywords or search terms with relevant websites?

Accepted Answer

A)  Social media sites 
B)  Blogs 
C)  Search engines 
D)  Links 
A)  Social media sites 
B)  Blogs 
C)  Search engines 
D)  Links

Question 7

With the development and maturity of digital marketing, which of the following statements is true?

Accepted Answer

A)  Branding is less important now than it was in the past. 
B)  Brands control the conversation with customers. 
C)  Brands no longer control the ways in which customers connect to them. 
D)  Integrated marketing communications is less important now than it was in the past. 
A)  Branding is less important now than it was in the past. 
B)  Brands control the conversation with customers. 
C)  Brands no longer control the ways in which customers connect to them. 
D)  Integrated marketing communications is less important now than it was in the past.

Question 8

Which are specific named sites or applications accessed by users?

Accepted Answer

A)  Social media platforms 
B)  Website analytics 
C)  Advertising media 
D)  Blogs 
A)  Social media platforms 
B)  Website analytics 
C)  Advertising media 
D)  Blogs

Question 9

Digital media provides the means through which brands and customers connect with one another. Which are the techniques by which marketers use digital media to build these connections?

Accepted Answer

A)  Digital media tools 
B)  Integrated marketing communications 
C)  SEO and SEM 
D)  Earned media 
A)  Digital media tools 
B)  Integrated marketing communications 
C)  SEO and SEM 
D)  Earned media

Question 10

Which information on a company's website will best help reassure customers uncertain about making a purchase?

Accepted Answer

A)  A detail of product features 
B)  Customer reviews 
C)  Detailed pictures of the product 
D)  Contact information for reporting problems 
A)  A detail of product features 
B)  Customer reviews 
C)  Detailed pictures of the product 
D)  Contact information for reporting problems

Question 11

Which represents the most visible and authoritative voice of the company and reflects its core values?

Accepted Answer

A)  Mission statement 
B)  Unique selling proposition 
C)  Brand identity 
D)  Company website 
A)  Mission statement 
B)  Unique selling proposition 
C)  Brand identity 
D)  Company website

Question 12

There is a newer category of products that exist solely in digital form. Give an example and describe how you would use digital marketing to reach your target market and enhance their purchase and usage experience.

Accepted Answer

Responses will vary, however, examples w

Question 13

The trend to improve social media reach involves

Accepted Answer

A)  using your own employees. 
B)  using outside resources. 
C)  using the staff of the social media platform. 
D)  increasing your number of postings. 
A)  using your own employees. 
B)  using outside resources. 
C)  using the staff of the social media platform. 
D)  increasing your number of postings.

Question 14

What is the key to marketing success in the digital age?

Accepted Answer

Responses will vary, but may include the

Question 15

__________ remain the most central tool for digital marketing.

Accepted Answer

A)  Search engines 
B)  Instant messaging platforms 
C)  Company websites 
D)  Social networking or relationship sites 
A)  Search engines 
B)  Instant messaging platforms 
C)  Company websites 
D)  Social networking or relationship sites

Question 16

Which is fast becoming the mainstay of digital media and may soon overtake traditional media in terms of marketing investment?

Accepted Answer

A)  SEO and SEM 
B)  pop-up ads 
C)  banner ads 
D)  social media 
A)  SEO and SEM 
B)  pop-up ads 
C)  banner ads 
D)  social media

Question 17

__________ are advertisements placed in a limited space on a website.

Accepted Answer

A)  Banner advertisements 
B)  Product placements 
C)  Videos 
D)  Blogs 
A)  Banner advertisements 
B)  Product placements 
C)  Videos 
D)  Blogs

Question 18

Explain why it matters that companies design an easy and intuitive structure to exploit SEO.

Accepted Answer

Responses will vary, but should include

Question 19

Which is true concerning lifestyle brands?

Accepted Answer

A)  They become part of a customer's self-concept. 
B)  Brands in virtually any category are well-suited to become lifestyle brands. 
C)  They typically do not reflect behavioral, social or psychological components. 
D)  All of these are true. 
A)  They become part of a customer's self-concept. 
B)  Brands in virtually any category are well-suited to become lifestyle brands. 
C)  They typically do not reflect behavioral, social or psychological components. 
D)  All of these are true.

Question 20

Which is the key to marketing success in the digital age?

Accepted Answer

A)  Having corporate Facebook and Twitter accounts 
B)  Sending regular email offers to customers 
C)  Using technology to encourage customers to connect with brands 
D)  All of these 
A)  Having corporate Facebook and Twitter accounts 
B)  Sending regular email offers to customers 
C)  Using technology to encourage customers to connect with brands 
D)  All of these

Which is NOT one of the three components of customer connections?

Digital media have spurred the evolution from multichannel marketing to

Why is "responding to customers" a key principle for social media marketing? Give an example of an effective use of this principle that may have been particularly impactful-either positively or negatively.

Mobile marketing relies on three primary tools to reach and engage customers. Which of the following is NOT one of them?

Social media platforms are not completely isolated from one another, as they change their functionalities to broaden their services and their appeal. This results in what for marketers?

Which websites use algorithms and databases of web content to match keywords or search terms with relevant websites?

With the development and maturity of digital marketing, which of the following statements is true?

Which are specific named sites or applications accessed by users?

Digital media provides the means through which brands and customers connect with one another. Which are the techniques by which marketers use digital media to build these connections?

Which information on a company's website will best help reassure customers uncertain about making a purchase?

Which represents the most visible and authoritative voice of the company and reflects its core values?

There is a newer category of products that exist solely in digital form. Give an example and describe how you would use digital marketing to reach your target market and enhance their purchase and usage experience.

The trend to improve social media reach involves

What is the key to marketing success in the digital age?

__________ remain the most central tool for digital marketing.

Which is fast becoming the mainstay of digital media and may soon overtake traditional media in terms of marketing investment?

__________ are advertisements placed in a limited space on a website.

Explain why it matters that companies design an easy and intuitive structure to exploit SEO.

Which is true concerning lifestyle brands?

Which is the key to marketing success in the digital age?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters

Exam 12: Encouraging Participation to Connect With Customers

Which is NOT one of the three components of customer connections?

Digital media have spurred the evolution from multichannel marketing to

Why is "responding to customers" a key principle for social media marketing? Give an example of an effective use of this principle that may have been particularly impactful-either positively or negatively.

Mobile marketing relies on three primary tools to reach and engage customers. Which of the following is NOT one of them?

Social media platforms are not completely isolated from one another, as they change their functionalities to broaden their services and their appeal. This results in what for marketers?

Which websites use algorithms and databases of web content to match keywords or search terms with relevant websites?

With the development and maturity of digital marketing, which of the following statements is true?

Which are specific named sites or applications accessed by users?

Digital media provides the means through which brands and customers connect with one another. Which are the techniques by which marketers use digital media to build these connections?

Which information on a company's website will best help reassure customers uncertain about making a purchase?

Which represents the most visible and authoritative voice of the company and reflects its core values?

There is a newer category of products that exist solely in digital form. Give an example and describe how you would use digital marketing to reach your target market and enhance their purchase and usage experience.

The trend to improve social media reach involves

What is the key to marketing success in the digital age?

__________ remain the most central tool for digital marketing.

Which is fast becoming the mainstay of digital media and may soon overtake traditional media in terms of marketing investment?

__________ are advertisements placed in a limited space on a website.

Explain why it matters that companies design an easy and intuitive structure to exploit SEO.

Which is true concerning lifestyle brands?

Which is the key to marketing success in the digital age?

What Is Marketing

Marketing Strategy

The Marketing Environment

Customer Behavior

Research in Marketing

Segmentation, Targeting, and Positioning

Applying the Marketing Mix

Products, Brands, and Customer Needs

Place Decisions and Customer Convenience

Managing Price and Customer Cost Perceptions

Promoting to Communicate With Customers

Measuring Marketing Effectiveness Through Metrics

Developing an Integrated Marketing Mix

Finalizing a Marketing Plan

Filters