Question 1

What of the following statements is true

Accepted Answer

A) The Web has increased the time people spend in media consumption 
B) The Web as commercial channel is suitable for mass markets and not for niche markets 
C) The Web is primarilly a pull channel 
D) The Web is primerally an push channel 
E) The Web has given more power to producers in comparison to consumers C

Question 2

Assumptions about existing offline customers apply always to online customers

Accepted Answer

A) True 
 B)False  False

Question 3

Brands using the Internet and in particular social media channels must avoid using multiple local and /or conflicting brand identities. This because:

Accepted Answer

A) Localized brand names restrict brands from international sales 
B) Their markets are becoming global 
C) Such media channels are reaching global audiences 
D) The effect of such media channels is substantial because of customer networking 
E) All above answers are correct E

Question 4

The consumption of entertainment on mobile terminals is at tle moment lower than the consumption on big screens

Accepted Answer

A) True 
 B)False

Question 5

Customer motivations can be managed and met

Accepted Answer

A) True 
 B)False

Question 6

Today visitors of web sites are increasing the number of sites they visit reducing the time they spend in selected sites

Accepted Answer

A) True 
 B)False

Question 7

The reason for initiating an Ambassador program around your brand / web site is to:

Accepted Answer

A) Motivate your most valuable customers to buy more of your products or services 
B) Strengthen the relationship with your most engaged customers 
C) Motivate the low volume customers to buy more of your products or services 
D) Demotivate the low volume customers to buy your products so that you reduce your administrative costs 
E) Obtain free press publicity

Question 8

Creation of a web persona makes a site more customer-centric and enables objective comments

Accepted Answer

A) True 
 B)False

Question 9

In the de Kare-Silver Shopping test, the main areas of review are?

Accepted Answer

A) Product characteristics 
B) Social sharing 
C) Social proof 
D) Familiarity and confidence 
E) Consumer attributes

Question 10

In e-marketing B2B companies are often more sophisticated than B2C companies

Accepted Answer

A) True 
 B)False

Question 11

Entertainment is the most popular online activity

Accepted Answer

A) True 
 B)False

Exam 4: E-Customers

What of the following statements is true

Assumptions about existing offline customers apply always to online customers

Brands using the Internet and in particular social media channels must avoid using multiple local and /or conflicting brand identities. This because:

The consumption of entertainment on mobile terminals is at tle moment lower than the consumption on big screens

Customer motivations can be managed and met

Today visitors of web sites are increasing the number of sites they visit reducing the time they spend in selected sites

The reason for initiating an Ambassador program around your brand / web site is to:

Creation of a web persona makes a site more customer-centric and enables objective comments

In the de Kare-Silver Shopping test, the main areas of review are?

In e-marketing B2B companies are often more sophisticated than B2C companies

Entertainment is the most popular online activity