question

Objectives that can be appropriate for Internet Marketing include:

answer

Building loyal customer relationships

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Web 2.0 characterised by:

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Services and co-creation

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Businesses have adopted the internet for marketing for the following:

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Attract new customers and customer retention

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One of the ways in which the Internet is changing business is:

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Increasing the need for speed and agility

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A phrase that describes value chains is:

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A seamless end-to-end integration throughout channel of distribution.

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Zara is successful in the highly competitive fashion industry is because

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It is able to get what fashion consumers want into store quickly

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The benefits of business integration include:

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Use existing bar code technology to track products

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A business model is

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how a company makes money and how a non-profit achieves its revenue goals

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Disintermediation is

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Eliminate the middle man

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The ____ manages and distributes data on the Internet

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Infomediary

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Rss feeds are

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A method of syndicating content

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The key function of the affiliate model is to

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Provide financial incentives to partners

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Objective of direct-response marketing program can include:

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generating a sales lead

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Among the use of CLV data to Harrah's is

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To drive programs that increase customer values and to provide a powerful way to segment markets

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True statement about testing in the Internet environment are:

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Testing provides information that is not ordinarily available to marketers in the mass media environment

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Data mining is

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Data mining can uncover previously unsuspected patterns in the data

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An important use of customer lifetime value is

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To determine the allocation of marketing resources to marketing programs

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The 'best customer model' called RFM

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helps marketers determine what kinds of new customers to acquire

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Developing and using a customer database allowed Harrah's to:

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Develop a model of how much a customer might expect to spend

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NikeID is an example of

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Product customisation

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Among the factors that have created:

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Smart phones and the Internet

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Online display advertising

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It is effective in acquiring customer and making sales

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____ is the concept that describes the degree of positive or negative feelings about a brand

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Brand Image

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Effective brand building requires

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Combining interactivity and information-driven direct response marketing

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Effective brand building is

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Balancing offline and online media and ensuring the best possible customer experience.

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The concept of a vook is

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embed high quality video in a textual content

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A true statement about marketers use of video

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Marketers need to make the video available on whatever device the consumer desires.

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Elements of video marketing strategy include

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Optimisation

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Once way to develop consumer-relevant content is to

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Telling engaging stories about product use and benefits

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Optimising videos for visibility require

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Use relevant keywords whenever possible

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Consumers are most likely to share videos that are posted on

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FaceBook

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Small business can utilize video advertising by

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Creating their own video channel

question

Acquisition of online customers

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Acquisition of customer can make use of both online and offline techniques

question

Internet acquisition tools include

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Affiliate programs and online display ads

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Best practice for developing rich media ads include

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Understand who your target audience is and how its members use the web

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Ad serving is necessary for most sites because

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Matching the availability of ad space on sites to advertiser needs is complicated and the software required is complex and expensive

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Predictive models can be used to

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Target unidentified users based on behaviours

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An optimised press release

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Contains rich media and links to website

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____ are designed to sign up other websites to sell products

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Portal deals

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Viral maketing

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It can bring a great deal of attention when it works

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The term used to describe the expressed willingness of consumers to receive further promotional material from the marketers.

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Opt-in

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The minimal acceptable standard for permission marketing is

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opt-out

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Steps in developing an email campaign

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measuring the results of a campaign

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The golden Rs of email marketing is include

answer

relevance

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Which internet marketing tool would be suited for viral marketing

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email

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The following are elements for a successful email promotional email

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A call to action and viral marketing options

question

Good tip for successful email marketing is

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Make use of the subject line to increase response rate

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Why direct email marketing is superior to direct mail?

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Faster, higher response rate, cheaper

question

Best practice of email marketing is

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Relevant messages

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The number of people who took action on the email divided by number if emails is called the

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click-through rate

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The basic marketing strategies are

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customer value growth and customer conversion

question

Essential step in the lead generation and management process include:

answer

Follow up to convert the lead generation

question

Communicating channels for generating sales leads include:

answer

Trade shows in the real world and online advertising

question

Inbound marketing include

answer

Content marketing

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____ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development

answer

Lead generation

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Cost of lead generation programs

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Lead generations by inbound marketing are generally less expensive

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Qualifying a sale lead means

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asking a standard set of questions to determine needs and budget

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Which is the part of lead distribution

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Passing on sales-ready leads to the sales force

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The EDGAR online case history showed that

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a lead scoring system can increase the number of leads correctly classified

question

Among the arguments for the importance of customer retention are

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Its costs at least seven times as much to acquire a new customer as it does to retain an existing one

question

The CRM process

answer

is driven by customer information

question

The components of customer lifetime value include

answer

Growth amount spent with the enterprise

question

Tecos club card program relies on its success upon

answer

Data mining and segmentation

question

What functions do cookies perform in targeting and personalisation process

answer

Store data that enables the site to deliver relevant content

question

Among the reasons for the failure of CRM programs are

answer

A lack of buy-in and leadership from top management

question

____ are a technology that broadens ability to connect with consumers

answer

Mobile branded apps

question

Seamless customer experience is

answer

Equally satisfying experience at all customer touch points

question

CRM success

answer

Capturing and using customer data

question

Marketing evolving to become more ____ vs. ____ focused

answer

Retention, profitability

question

When setting objectives for a website, marketers must be concerned about

answer

The role of the site in overall marketing strategy

question

The nature of website objectives will depend on

answer

Tasks visitors expect to perform on the site

question

Typical website objective include

answer

Making sales and generating sales leads

question

Identifying and describing the target audience for a website

answer

is one of marketing responsibilities in website development process

question

The site navigational structure

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Takes into account how easy it is to move around the site

question

Among the website design elements that help create satisfactory customer experience are

answer

Multiple navigation aids like breadcrumbs and different colours for followed links

question

Improvements to a website may include

answer

Frequent incremental improvements and major revision and relaunch as warranted

question

Deploying and tuning the site

answer

A component in the program of a multi maketer

question

The Staples website provides a good example of

answer

is essentially a technical task

question

Website maintenance costs

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Maintenance costs may be several times the size of initial development costs

question

Internet users frequently use search engines to

answer

Get specific content they want

question

A search engine determines rank on its results pages by

answer

Secret algorithms

question

____ is a set of techniques designed to make websites page rank highly on search engine page

answer

SEM

question

Among the techniques that can downgrade a page rank's on the search engine are

answer

Flash pages and links from sites with questionable or irrelevant content

question

On method of measuring a paid research campaign is

answer

Google Analytics

question

A flash page is not a good idea because

answer

inhibits crawlers's ability to index the site

question

Which is not a natural search factor

answer

Ad placement

question

Online search marketing and advertising revenue is

answer

increasing

question

Where do organic or natural search ranks appear on the search results page

answer

To the left underneath the paid search terms

question

Search engines results produced by a search engines algorithm when indexing unpaid submissions is called

answer

Organic search

question

Existing social networks are

answer

used by both consumers and business people

question

Social media marketing campaigns are

answer

need to be developed with a specific target market in mind

question

We can only call it social media marketing if

answer

it leads to achieving business and marketing goals

question

All marketers should

answer

actively consider the use of social media in their marketing programs

question

B2B marketers like SMM because

answer

It helps generate high-quality sales leads

question

Marketing effectiveness and ease use of social platform tends to be

answer

negatively related to one another

question

Small businesses find SMM

answer

Helps generate exposure and generate sales

question

Inside businesses, SMM techniques can be used to

answer

Improve engagement of employees

question

Top manager can more easily be persuaded of the value of social media marketing if

answer

ROI on its expenditures can be established

question

Financial importance of customer service include

answer

Businesses around the world lose millions of dollars in business each year as the result of poor customer service

question

____ was among the techniques Harrah's Casinos used to improve service

answer

Cash bonuses based on casino satisfaction scores

question

Market segments that are more willing to spend more if customer service is good include:

answer

Affluent customers

question

Portakabin promises customers that it will

answer

Deliver every product within 10 days

question

Consumers want compared to what they usually get in terms of customer service

answer

There is a wide gap between what customer wants and what they get

question

Consumers expect to access firm for customer service and support issues

answer

Contacting a telephone call center and the business by email

question

____ represents the final stage in the evolution of customer service practices within an enterprise

answer

Anticipating and delivering service and support before the customer recognises they need it

question

____ is the most expensive of the customer services techniques

answer

A telephone call handled by a line service rep

question

Consumers prefer self service when

answer

it works properly and meets their needs

question

____ is not an acceptable part of a process for delivering exceptional customer service

answer

Locating and assigning blame for the problem

question

Benefits of online provision of service in applications such as government agencies include

answer

The need to invest time and resources in providing good customer care

question

Steps in developing a strategic customer care program include

answer

A segmentation analysis of the customer base

question

____ is one web-based technology for delivering customer service

answer

Access via mobile devices

question

Providing customer service in social media

answer

Social platforms must be monitored consistency to identify problems and providing customer service in social media requires a considerable amount of employee time

question

____ is result of analysis and segmentation by customer value

answer

Differentiated customer service

question

One tool that can be used in building anticipatory customer service program is

answer

Customer scenarios

question

Providing excellent experience for customer requires

answer

Engaged employees

question

Among the benefits that exceptional customer service confers on enterprise that can deliver it are

answer

Sustainable competitive advantage

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