IMC 3: Digital Marketing Flashcards
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91) According to Shama Kabani of Marketing Zen, business-to-consumer firms who want to use social media and attract visitors to the social media page must offer:
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c) free stuff
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92) According to Shama Kabani of Marketing Zen, the biggest misconception about social media is that is
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c) offers a magic bullet that solves marketing problems
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93) Which combines all of the elements of e-commerce, internet marketing, and mobile marketing?
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D) Digital Marketing
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94) The Internet has changed the world. Web 1.0:
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A) transformed traditional retailing by selling goods and services over the Internet
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95) The Internet has changed the world. Web 2.0:
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creates online communities that connect buyers and sellers in new ways
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96) Which statement below is true about Web 4.0?
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B) it included interactive company and brand websites, social media, blogs, and other communication formats
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97) The stage of Web development that pushed communication to real-time was:
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C) Web 3.0
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98) Web 3.0:
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B) generated instant communication that helped improve customer service
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99) The Web phase of Internet and social media, customer , cloud operations, and Web participation was:
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D.) Web 4.0
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100) Web 4.0 was the first to:
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C) include cloud operations and Web participation
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101) When goods and services are sold on the Internet, the approach to marketing is known as
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C) e-commerce
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102) E-commerce is:
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selling goods and services on the Internet
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103) Which does not apply to a Web 4.0 type website?
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C) static content
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104) Making sure all channels work together when a company sells through additional channels beyond the Web is:
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C) channel integration
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105) Blogs, feedback applications, and customer reviews are all a part of:
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brand engagemetn
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106) Personalization and customization are part of:
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D) brand
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107) Which is not a part of a shopping cart abandonment program?
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A) avoid the use of cyberbait as a selling strategy
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108) Using a fantasy football league to attract individuals to a website is an example of:
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C) cyberbait
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109) All of the following are types of cyberbait, except:
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D) educational incentives
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110) Incentives that can be used to encourage consumers to make online purchases include all of the following, except:
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A) follow-up incentives
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111) A reduced price, an introductory price, and e-coupons used to encourage someone to make an online purchase are:
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B) financial incentives
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112) A financial incentive to encourage someone to make a purchase online can include all of the following, except:
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C) production personalization
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113) Free shipping, free freight, and dollar discounts are examples of which type of incentive that can be used to encourage online shopping?
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A) financial
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114) Persuading a first-time buyer to make an online purchase is best achieved using:
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B) financial incentives
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115) Firms can reduce costs when customers order over the Internet in the following ways except:
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A) lower production costs in manufacturing the product
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116) According to BizRateResearch, the most effective financial incentive is:
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D) free shipping
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117) To be successful in using financially-based incentives to encourage online purchases, the incentives:
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D) should be meaningful to those visiting the website and be changed periodically
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118) Access to a website 24 hours a day is an example of which type of incentive?
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C) convenience
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119) Which type of incentive is designed to change purchasing habits over the long term?
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D) value-added
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120) J. Crew offering an easy "how to measure" chart is an example of a website using which type of incentive to encourage online pruchases?
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value-added
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121) Value-added incentives are designed to:
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C) change purchasing habits over the long term
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122) Based on web analytics, a hotel's front desk staff knows a customer often stays for a week and offers that persona discount for booking online
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D) a value-added incentive
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123) A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to:
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A) change purchasing habits more permanently
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124) All of the following are examples of value-added incentive designed to encourage web visitors, except:
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B) offering free shipping and handling
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125) When Tide offers tips on how to get tough stains out of clothes, which type of incentive is being used?
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C) value added
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126) Lead does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern?
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A) security concerns
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127) The e-commerce component most directly affected by security concerns is:
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D) payment program
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128) Aubrey does not like to purchase anything online because she does not want cookies taking her Web activity and then using it to market producers to her. This is an example of which e-commerce concern?
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Privacy issues
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129) Which is not a privacy concern or security issue for e-commerce?
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C) charging higher prices for some customers but not others
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130) The key to allaying fears about privacy and security in e-commerce is:
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c) trust
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131) Business-to-business e-commerce requires an effective website and:
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A) a strong brand name
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132) B2B websites utilize all of the following incentive, except:
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D) mark up incentives
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133) a growing form of e commerce in the B2B sector is
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C) online exchanges and auctions
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134) Marketing on cell phones and smartphones is:
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C) mobile marketing
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135) The use of QR codes, watermarks, and 2D barcodes are all a part of:
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C) mobile marketing
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136) Interactive marketing is:
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A) developing marketing messages that create two-way communication with customers
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137) The ideal medium for interactive marketing is:
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D) the Internet
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138) The development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential customers is:
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B) interactive marketing
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139) The following are online interactive being used by companies except:
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B) direct marketing
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141) The following are online interactive being used by companies except:
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D) advertising
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142) Interactive marketing emphasizes two primary activities. First, it allows marketers to target individuals with personalized messages. Second it:
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C) engages the consumer with the company and product in some way
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143) Companies use interactive marketing to accomplish all of the following, except:
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D) develop sponsorship programs
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144) Companies use interactive marketing to accomplish all of the following objectives, except:
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D) estimate target market size
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145) According to Marketing Zen's Shama Kabani, the first step in developing an effective interactive marketing strategy is to:
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D) cultivate an attitude of giving
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146) According to Marketing Zen, developing an effective interactive marketing strategy involves all of the following activities, except:
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C) create a social media site
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147) According to MZSK, developing an effective interactive marketing strategy involves all of the following activities except
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B) develop an strategy
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148) Online advertising involves the following categories, except:
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A) targeted ads
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149) The newest online technology for banner advertising is:
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A) automated exchange systems that provide precise targeting of ads to specific consumers
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150) Mini-applications embedded in banner ads that permit customers access to from external sources are called:
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B) widgets
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151) Widgets are:
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D) mini-applications embedded in banner ads that permit consumers access to from external sources
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152) The fastest growing category of online advertising is:
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media/video ads
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153) In terms of online , dwell rate measures:
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the proportion of ad impressions that result in users both clicking an advertisement or mousing over the ad
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155) The largest category of online advertising is:
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spots on search ads
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156) is the process of
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increasing the probability of a particular company's website emerging from a search
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157) The majority of all Web traffic begins at a(n)
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D) search engine
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158) can be reached in the following ways, except:
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B) paid banners ads on other companies' websites
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159) the best and most effective method is:
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C) identification through the natural, or organic, emergence of a site on a search engine
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160) companies can speed up the process of with insertions by:
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c) registering with various search engines in order to have the site indexed
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161) using traditional media to promote and attract customers to a website is:
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b) brand spiraling
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162) brand spiraling is using:
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c) traditional media to promote and attract customers to a website
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163) brand spiraling is a(n)
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offline advertising technique used to attract individuals to a website
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164) posting a firm's web address on a shopping bad used to carry merchandise sold at a store is a form of
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brand spiraling
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165) all of the following are media that would be used in brand spiraling except:
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website
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166) the largest social media site with over 800 million users worldwide is
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facebook
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167) which limits messages to 140 characters
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twitter
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168) all of the following statements are true about blogs except:
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blogs are often tied with viral marketing campaigns
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169) a company-sponsored blog can provide the following benefits except
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since it is controlled by the company, the company is able to censor negative comments
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170) the largest source of display ads on social media networks is with:
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facebook
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171) of the consumers who follow a brand on facebook, the highest percentage (over 1/3) cited ______ as the main reason for becoming fans
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special deals
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Which of the following statements about consumer generated ads placed on social networks is not true
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most ads on social networks are produced by consumers
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the company at the forefront of consumer generated reviews is
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amazon.com
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in terms of new product adoptions, consumer-generated review and discussions can be important vehicles for reaching
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early adopters
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key implications of customer generated reviews include the following except
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reviews stress the importance of consistent high quality products and services
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Customer generated reviews are a valuable source of information for
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studying competitor actions
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successful email marketing campaigns must include the following except
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to draw individuals to the website
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an email campaign works most effectively when
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messages resemble the information on the company's website and in company advertisements
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web analytics is the process of analyzing the following except
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how the individuals feel about the website
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the IT department can identify individuals who abandon the shopping cart just prior to checkout. an effective strategy for the marketing department would be to
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send an email to these individuals offering free shipping, a discount, or a simple reminder that they have items in the shopping basket
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web analytics should be used to monitor the following actions of an email campaign except
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why individuals abandoned their shopping cart before making a purchase
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an email newsletter can help
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create brand awareness and drive traffic to the website
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marketing messages passed from one individual to another through some form of Internet technology is
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viral marketing
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viral marketing is
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preparing a marketing message that is in some way passed on from one individual to another through digital means
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viral marketing relies on
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communications
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the keys to successful viral marketing campaigns include the following except
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use web analytics to determine the best approach
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while e-commerce can increase international orders, many are turned away primarily because the company
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does not have a process in place to fill the order
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all of the following are problems face in international e-commerce excep
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population shifts within other countries
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in terms of international e-commerce, large merchandise is normally shipped by
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freigh forwarders
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cultural adaptation of software has been developed that
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adapts websites to new countries
