Question 1

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Accepted Answer

A) True 
 B)False

Question 2

The largest category of online advertising expenditures is for search engines.

Accepted Answer

A) True 
 B)False

Question 3

To be successful in using financially-based incentives to encourage online purchases, the incentives:

Accepted Answer

A)  must match the target market of the website.
B)  should offer something free.
C)  apply to all customers, not just first time purchasers.
D)  should be meaningful to those visiting the website and be changed periodically.E) All of the above
F) B) and C)

Question 4

Firms can reduce costs when customers order over the internet in each of the following ways except:

Accepted Answer

A)  lower production costs in manufacturing the product.
B)  reduced shipping costs since the customer pays for shipping.
C)  decreased labor costs in stocking or restocking shelves.
D)  lower sales costs since sales people are not used for the transaction.E) None of the above
F) B) and D)

Question 5

Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?

Accepted Answer

A)  An email component
B)  A financial incentive
C)  A customer-centric design
D)  A mobile-optimized designE) C) and D)
F) A) and B)

Question 6

The majority of all web traffic begins at a(n) :

Accepted Answer

A)  company's front page.
B)  individual's email site.
C)  neutral site.
D)  search engine.E) A) and B)
F) A) and C)

Question 7

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, which is an example of:

Accepted Answer

A)  merchandising.
B)  a financial incentive.
C)  a convenience incentive.
D)  a value-added incentive.E) A) and B)
F) A) and C)

Question 8

What is content marketing and what are the keys to its success?

Accepted Answer

Content marketing or branded-content, co...

Question 9

A mobile-optimized design seeks to adjust content to the screen size of the device being used to access the webpage.

Accepted Answer

A) True 
 B)False

Question 10

When a website makes it easy to locate merchandise, the site displays:

Accepted Answer

A)  an email component.
B)  a financial incentive.
C)  a customer-centric design.
D)  a mobile-optimized design.E) A) and C)
F) None of the above

Question 11

Describe a customer-centric website design.

Accepted Answer

Effective e-commerce sites feature custo...

Question 12

Brand spiraling is a(n) :

Accepted Answer

A)  online advertising technique to attract individuals to a website.
B)  offline advertising technique to attract individuals to a website.
C)  manufacturing technique that reduces the cost of an online operation.
D)  branding campaign using both online and offline advertising techniques.E) A) and D)
F) B) and C)

Question 13

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Accepted Answer

A) True 
 B)False

Question 14

The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.

Accepted Answer

A) True 
 B)False

Question 15

Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:

Accepted Answer

A)  an email component.
B)  a financial incentive.
C)  a customer-centric design.
D)  a mobile-optimized design.E) B) and C)
F) A) and D)

Question 16

What is search engine optimization and how is it achieved?

Accepted Answer

SEO is the process of increasing the pro...

Question 17

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

Accepted Answer

A)  change purchasing habits more permanently.
B)  create brand awareness.
C)  substitute payment plans.
D)  find new buyers.E) None of the above
F) A) and B)

Question 18

Making sure all channels work together when a company sells through additional channels beyond the web is:

Accepted Answer

A)  brand engagement.
B)  customer engagement.
C)  channel integration.
D)  cyber consistency.E) A) and D)
F) None of the above

Question 19

In terms of the evolution of the internet, Web 3.0:

Accepted Answer

A)  created static content that included customer involvement.
B)  generated instant communication that helped improve customer service.
C)  created online communities that connected buyers and sellers.
D)  featured brand engagement, social media, and customer-generated reviews.E) None of the above
F) A) and B)

Question 20

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

Accepted Answer

A)  Web 1.0 tactics.
B)  web analytics.
C)  cyber security.
D)  brand engagement strategy.E) B) and C)
F) None of the above

Exam 8: Digital Marketing

Firms can reduce costs when customers order over the internet in each of the following ways except:

Correct AnswerverifiedShow Answer

What is search engine optimization and how is it achieved?

Correct AnswerverifiedSEO is the process of increasing the pro...View AnswerShow Answer

What is content marketing and what are the keys to its success?

Correct AnswerverifiedContent marketing or branded-content, co...View AnswerShow Answer

The majority of all web traffic begins at a(n) :

Correct AnswerverifiedShow Answer

Brand spiraling is a(n) :

Correct AnswerverifiedShow Answer

A mobile-optimized design seeks to adjust content to the screen size of the device being used to access the webpage.

Correct AnswerverifiedShow Answer

When a website makes it easy to locate merchandise, the site displays:

Correct AnswerverifiedShow Answer

The primary objective of action codes, such as QR codes, is to engage consumers in some way with the brand.

Correct AnswerverifiedShow Answer

Tommy is shopping for a new washing machine. He switches easily from his mobile phone to a laptop while shopping. Which is present with the website?

Correct AnswerverifiedShow Answer

Widgets provide consumers with access to some form of dynamic content that is provided within the firm's website, but hidden from the consumer.

Correct AnswerverifiedShow Answer

To be successful in using financially-based incentives to encourage online purchases, the incentives:

Correct AnswerverifiedShow Answer

Describe a customer-centric website design.

Correct AnswerverifiedEffective e-commerce sites feature custo...View AnswerShow Answer

Company leaders should never respond to negative comments posted to blogs because doing so gives the comment credibility.

Correct AnswerverifiedShow Answer

In terms of the evolution of the internet, Web 3.0:

Correct AnswerverifiedShow Answer

Joey is trying to buy a toy for his child. He discovers a website that makes it easy to find the item he wants. That means the site displays:

Correct AnswerverifiedShow Answer

Making sure all channels work together when a company sells through additional channels beyond the web is:

Correct AnswerverifiedShow Answer

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:

Correct AnswerverifiedShow Answer

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, which is an example of:

Correct AnswerverifiedShow Answer

The largest category of online advertising expenditures is for search engines.

Correct AnswerverifiedShow Answer

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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SEO is the process of increasing the pro...
View Answer

Correct Answer
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Content marketing or branded-content, co...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
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Effective e-commerce sites feature custo...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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