question

in the Internet economy it is considered essential to acquire as many customers as possible

answer

false

question

the ARPANet was designed as a user-friendly network that would connect businesses around the globe

answer

false

question

although Internet users check email daily, they spend more time each week on social media networks than they do with email

answer

true

question

the most common way consumers discover new online products is through

answer

a. social networking sites b. blogs and company websites *c. search engines d. brand emails

question

there is little room for growth in mobile or broadband in developing countries

answer

false

question

which of the following is a true statement about the origins of the internet?

answer

a. the internet was initially conceptualized in a term paper by a computer science student at Standford *b. the internet was initially developed by DARPA to fund research in communications technology for defense purposes c. the internet was initially developed by a number of technology companies that wanted to expand the market for their products

question

telecommunications technology forms the "backbone" of the internet infrastructure

answer

true

question

websites are typically hosted on a server

answer

true

question

the phenomenon we call "the internet bubble" was characterized by the following, except

answer

a. many internet businesses that had not attained profitability b. venture capital available to even questionable business models *c. rise in popularity of social meda d. it is okay to sell products below costs because of increase volume through the web

question

over 90% of internet users access the internet daily to

answer

a. purchase a product b. learn about products c. conduct a search for information *d. read emails and engage in social media

question

acquisition

answer

the marketing activities needed to procure a new customer

question

ARPANet (advanced research project agency)

answer

a connected system of computers that formed the basis of the modern internet; a network that links computers at participating institutions

question

business model

answer

the operational processes by which a business created value, provides value to its customers, and captures value in the form of profits

question

cloud computing

answer

use of a remote network to store, manage, and process data

question

conversion

answer

process of moving a prospect from consideration to purchase

question

GPS (global positioning system)

answer

a satellite-based system for accurate location of a signal anywhere on earth

question

hosting

answer

storing a website on the servers that will make it available to the internet; can be done internally or by specialty suppliers that offer hosting and associated services such as web metrics

question

HTML (hypertext markup language)

answer

one of the foundations of the common internet platform; describes the structure of web documents using a type of coding called tags

question

infrastructure stack

answer

term used to describe the various layers of hardware, software, and purchased services that make up the network on which the internet runs

question

retention

answer

preventing existing customers from defecting to another seller

question

scalability

answer

the degree to which an information system can grow with demand without completely replacing the system

question

server

answer

a computer from which other computers request files

question

SaaS (software as a service)

answer

making software available on a fee for use basis instead of on a license or purchase basis

question

telecommunications

answer

network of copper landlines, fiber-optic cables, and wireless transmitters that allows voice, data, text, graphics, and video to be transmitted over long distances

question

Web 2.0

answer

second-generation internet that provides better interactivity, information, sharing, and collaboration

question

Web 3.0

answer

third-generation internet, which is expected to have semantic abilities that support learning and personalization of web experiences

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web services

answer

applications that allow enterprises to exchange information over the internet using open (public) standards; this permits otherwise incompatible systems to interact with one another without human or programming intervention

question

alt tags are useful in providing information about images on a website

answer

true

question

a bar at the top of a webpage that shows the path the visitor followed is called a

answer

*a. breadcrumb b. site map c. alt tag d. heat map

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in developing a website's navigational structure, home pages are referred to as "parent pages"

answer

true

question

bread crumbs provide the ability to track and measure safe effectiveness

answer

false

question

the term "stickiness" refers to

answer

a. placing social media icons on a website for easy access to the brand's social media *b. keeping individuals on a website as long as possible c. the ability to attract individuals to a website d. providing internal links to navigate easily within a website

question

the web is an important source of information for research about products and specific brands

answer

true

question

the second step in the website development process is to

answer

a. design site content and navigation structure *b. identify and describe the target market c. establish site objectives d. conduct usability tests

question

all of the following are good tips to create effective websites, except

answer

a. avoid flash b. use videos that load automatically c. make it easy to navigate pages *d. set the home page up in 3 columns

question

most visitors to a website will look at only the first few words of a headline

answer

true

question

in developing websites, all of the statements are true except

answer

a. all key information should be on every page b. the navigational structure should be simple and intuitive *c. every page should have breadcrumbs to indicate the path d. should be a link to the home page on every page

question

alt tag

answer

used by screen-reading technology to help visually disabled user navigate websites

question

breadcrumb

answer

navigational aid showing the path a user has followed

question

CSS (cascading style sheets)

answer

a style sheet language to separate the content of the site from the presentation style elements, such as layouts, colors, and fonts

question

customer experience

answer

how customers perceive all the interactions they have with a company brand

question

heat map

answer

visual representations of eye activity on a web page

question

stickiness

answer

getting customers to stay on the site as long as possible, navigate as many paths as possible, and return again and again

question

usability

answer

the ability of a site to provide a satisfactory experience

question

the role of websites

answer

-increase sales revenue -increase the visibility of the enterprise -advertise products and services -aid in brand development -provide customer services -generate sales leads -retain and grow customers -build an online community -provide cost savings, especially in promotion and customer service

question

website development process

answer

1. establish site objectives 2. identify and describe target market 3. design site content and navigation structure 4. conduct usability tests 5. deploy and tune site 6. measure and evaluate site effectiveness 7. refine and improve site effectiveness

question

other website design tips

answer

- use several search options - avoid flash (highly animated) - avoid videos - set the home page up in columns - invest in CSS - use web content management system (WCMS) - make it easy to navigate the page > use a breacrumb bar at the top of each page > link back to the home page on each page > include text links at the bottom of the site to support pages, including a site map - use color wisely - use large, readable fonts - avoid scrolling whenever possible - test on multiple platforms

question

four dimensions of customer experience

answer

- physical presence and appearance - cognition - emotion or attitude - connectedness

question

it is beneficial to conduct a paid search campaign at the same time a company is conducting an organic search campaign

answer

true

question

local searches have increased as the result of an increased usage of mobile phone

answer

true

question

although search algorithms are not known, most web developers believe the most important influencer of organic search ranking is

answer

*a. link activity b. web hosting company c. keywords in the title tag d. web page optimization

question

advantages of using SEO to generate organic search results include the following, except

answer

*a. ability to test keywords b. better responses c. brand recognition and loyalty d. lower costs

question

online search marketing and advertising revenue is

answer

a. remaining flat b. declining *c. increasing

question

when bidding on keyword search, a phrase match will produce results of the keyword idea, including synonyms and related words in any order

answer

false

question

the results that appear on a SERP and the order those results are determined by

answer

a. spider and robots used by search engines b. met tag analysis c. search engine marketing *d. search engine algorithm

question

the objective of keyword bidding is to

answer

*a. get the best ranking for the lowest cost b. sponsorship rights on specific search pages c. always be ranked first d. limit the amount of money the firm spends on search marketing

question

search engines have assumed a key role in the activities of web users of all kinds

answer

true

question

among the techniques that can downgrade a page's rank on the search engines are the following, except

answer

*a. putting keywords in the page's title tag b. flash pages c. links from sites with questionable or irrelevant content d. high repetition of keywords on the page

question

CPC (cost-per-click)

answer

the cost of a paid ad campaign divided by the number of clicks

question

CPM (cost-per-thousand)

answer

the amount paid in purchasing advertising: in this case, means the cost per thousand impressions, or the cost divided by the total number of impressions

question

Digital Marketing 1, 8, 12, 14 Exam 1 – Flashcards

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