Quiz Bat 655 PDF

Question Details of Subject :QUIZ-BAT-655
Page 1 of 71
Unit Code Group 1 Group 2 Group 3 Unit Wise Total Total Questions : 384
1 50 50 36 136
2 60 45 41 146
3 50 52 0 102
Group Wise Total 160 147 77
QNo Question Id Question Description

1 971271
Unit : 1, Group : 1 A form of marketing communications that uses Internet-based resources for the purpose of
advertising, delivering messages to drive traffic to a website ('click-through rate') and also
encourage trial, purchase, or repeat-purchase activity is called:
1.Search marketing
2.E-mail marketing
3.Internet advertising
4.Social web marketing (Right)
2 971446
Classifying content in social media happens through an activity such as
Unit : 1, Group : 1
1.Alphabetizing
2.Tagging (Right)
3.Mapping
4.Line up
3 971268
Unit : 1, Group : 1 ________ is a form of marketing communications that uses the internet for the purpose of
advertising-delivering marketing messages to increase website traffic (i.e. click-through) and
encourage product trial, purchase, and repeat purchase activity (i.e. conversion)..
1.Internet marketing (Right)

2.Search marketing
3.Email marketing
4.Mobile marketing
4 971286 What should a company do for commercial advertisements on YouTube in order to maximize their effectiveness?
Unit : 1, Group : 1 1.Ask the watcher to visit the company site at the end of the video (Right)
2.Make the videos at least 5 minutes long
3.Make the videos under 10 seconds
4.Have the CEO featured in the advertisement
University Information System - By - ERP Division Wednesday, April 10, 2019 11:36:05 PM
Page 2 of 71
5 971276
Unit : 1, Group : 1 Websites translated for wireless devices to access and download content and to display adverts
are known as:
1.GPS
2.IVR
3.WAP sites
4.Apps (Right)
6 971278
Unit : 1, Group : 1 This is the process of marketing accomplished or facilitated through the application of electronic
devices, appliances, tools, techniques, technologies and or systems:
1.Electronic marketing
2.Interactive marketing
4.Direct marketing
7 971123
Automated mailing list administrators that allow for easy subscription, subscription cancellation, and sending of e-mails to
Unit : 1, Group : 1
subscribers on the list are called
1.Collaboration
2.Trolling
3.Listservs (Right)
4.Multiple e-mails
8 971162
Unit : 1, Group : 1
Facebook targets large brands and companies with

big budgets.
1.TRUE
2.FALSE (Right)
3.
4.
Page 3 of 71
9 971169
Unit : 1, Group : 1
Marketers use social media to reach college-age

students because:
1. talking to students on their mobile phones is the best way to reach them.
2.students' social lives are important to them.
3.students don't pay attention to online ads.
4.they want to develop consumer brand loyalty among this important age group. (Right)
10 971269
Unit : 1, Group : 1 In the first 10 years, the web was heavily used as a static publishing and/or retailing
(transactional) channel. This was known as:
1.Web 2.0
2.Web 1.0
3.Web publishing (Right)
4.Static web
11 971270
Unit : 1, Group : 1 The development of digital media and the rise of Web 2.0 (i.e. the social web) technology saw a
further evolution in marketing away from a hierarchical one-sided mass communication model.
Web 2.0 used more participatory technologies, (e.g. social channels and online communities),
rather than just information or transactional channels. What is the focus of this social web?
1.Marketeer
2.User (Right)
3.System
4.Web platform
12 971284
Unit : 1, Group : 1 The next iteration of the web, which will be characterized by the web becoming artificially
intelligent, thereby recognizing links and relationships between data sources, allowing the
prediction of audience response and greater audience targeting. This is referred to as:
1.Web 3.0 (Right)

2.Web 2.0
3.Web 1.0
4.Web 4.0
Page 4 of 71
13 971277
Unit : 1, Group : 1 This refers to branded software applications for mobile devices that consumers use to access
added-value information, customer service and/or entertainment where and when they want it:
1.WAP sites
2.Apps (Right)
3.IVR
4.Viral
14 971164
Unit : 1, Group : 1
Which network should a company adopt on social

media?
1.Blogging only
2.Twitter, Blogs, Facebook
3.YouTube
4.Depends on the company, their product, their audience (Right)
15 971282
Unit : 1, Group : 1 A database of information that is maintained by human editors and lists websites by category
and subcategory with categorization is known as:
1.A search directory (Right)

2.Automated voice response (AVR).
3.Apps
4.SEO
16 971204 A fixed amount of money paid to the site for every sale that originated from an ad posted on that site refers to
Unit : 1, Group : 1 1.online measure.

2.cost per thousand.
3.cost per click (Right)
4.COST PER HUNDRED
17 971281
Unit : 1, Group : 1 Which of the following refers to unsolicited electronic messages?
1.Opt-in email
2.Consent marketing
3.Spam
4.TimelinesOpt-out emails (Right)
Page 5 of 71
18 971124
Blogs or weblogs are
Unit : 1, Group : 1
1.Web pages of short, frequently updated postings by an individual that are arranged chronologically. (Right)
2.Messages of 140 characters or less.
3.A category for discussion groups within Usenet.
4.A web page that allows anyone to edit it.
19 971141 What was the largest social network prior to Facebook?
Unit : 1, Group : 1 1.MySpace (Right)

2.LetsBeFriends
3.Friendster
4.Google+
20 971158
Unit : 1, Group : 1
Social networks have an enormous information

sharing capacity. As such, they are a great
distribution channel for ________
1. customer feedback
2.viral content
3.exclusive coupons
4.marketing messages (Right)
21 971445
As the definition of social media develops, what is one underlying element?
Unit : 1, Group : 1
1.The intersection between technology, social interaction, and sharing information. (Right)
2.Microsoft is the primary developer.
3.Use of the various elements is free.
4.All of the above
22 971189 What is one measure a company can use to validate the usefulness of its video posts on YouTube?
Unit : 1, Group : 1
1. The number of followers

2.The amount of views of the video (Right)
3.The number of videos the company has up
4.The sales volume of the company
Page 6 of 71
23 971117
What makes discussion boards a vital form of mass communication on the Internet?
Unit : 1, Group : 1
1.Participants are all experts and offer vital points to the discussions
2.They offer free entertainment to bored consumers and require stimulating conversations
3.Their format and asynchronous nature (Right)
4.None of the above
24 971267
Unit : 1, Group : 1 Which of the following is not a type of digital marketing activity?
1.Email marketing
2.Social web marketing
3.Print advert (Right)
4.Viral marketing
25 971159
Unit : 1, Group : 1
Which social network is considered the most

popular for business to business marketing?
1. Facebook
2.ORKUT
3.TWITTER
4.LINKEDIN (Right)
26 971116
Unsolicited e-mail advertising is known as _______.
Unit : 1, Group : 1
1.Newsgroup
2.Junk ads
3.Spam (Right)
4.None of the above
27 971121
When companies try to create faux-viral videos or make fake grassroots blogs, the practice is called
Unit : 1, Group : 1
1.Trolling
2.Scrolling
3.Lurking
4.Astro-turfing (Right)
Page 7 of 71
28 971207 Social networks will ultimately empower both users and marketers because:
Unit : 1, Group : 1 1. they will lead to an increase in Internet traffic.

2.through use of social media marketers will have a more robust online presence.
3.marketers will be able to collect more personalized information with social media users. (Right)
4.users will have more disposable income.
29 971200 Blogs are:
Unit : 1, Group : 1 1.web pages that serve as publicly accessible personal journals and online forums.
2. business-oriented websites that let users create profiles for professional networking.
3.Internet browsers where search results are personalized for each user.
4.two different types of social media. (Right)
30 971285
Unit : 1, Group : 1 This operates algorithmically or using a mixture of algorithmic and human input to collect, index,
store and retrieve information on the web (e.g. web pages, images, information and other types
of files). It makes the information available to users in a manageable and meaningful way in
response to a search query. This is referred to as:
1.Banner ads
2.Pop-up ads
3.A search engine (Right)
4.Apps
31 971206 Small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices are known as:
Unit : 1, Group : 1 1.apps. (Right)

2. tweets.
3.smart systems.
4.smart technologies.
32 971280
Unit : 1, Group : 1 Which of the following is not one of major considerations when using internet advertising to
increase brand awareness and encourage click-through to a target site?
1.Cost (Right)
2.Intrusive
3. Interactivity
4.Timeliness
Page 8 of 71
33 971166
Unit : 1, Group : 1
What is the term adopted for updates by Twitter

users?
1.Tweets (Right)
2.Twoots
3.Twinks
4.Posts
34 971266
Marketing that moves away from a transaction-based effort to a conversation (i.e. two-way
Unit : 1, Group : 1 dialogue) and can be described as a situation or mechanism through which marketers and a
customer (e.g. stakeholders) interact usually in real-time is known
1.Digital marketing (Right)
2.Interactive marketing
3.Direct marketing
4.Electronic marketing
35 971283
Unit : 1, Group : 1 This attempts to improve rankings for relevant keywords in search results by improving a
website's structure and content:
1.SEM
2.SEO (Right)
3.SST
4.SFA
36 971120
In social media, what type of marketing has become important for advertisers?
Unit : 1, Group : 1
1.E-mailed handbills and online press kits

2.Word-of-mouth, or buzz marketing (Right)
3.E Electronic ads
4.Product placement
Page 9 of 71
37 971156
Unit : 1, Group : 1
Social networks are organized primarily around

__________
1. brands
2.people (Right)
3.discussions
4.interests
38 971279
Unit : 1, Group : 1 Which of the following is not an issue that marketers need to consider when using digital
resources for marketing activities?
1.Jurisdiction (Right)
2.Disclosure
3.Ownership
4.Permissions
39 971447
_______ was one of the first uses of the Internet and is still the most popular use, accounting for most of the traffic on the
Unit : 1, Group : 1
Internet.
1.Blogs
2.Chat rooms
3.E-Mail (Right)
4.Discussion Boards
40 971160
Unit : 1, Group : 1
Larger social networking sites

1.will force niche social networks out of business.
2.set social media trends. (Right)
3.are expected to see declining growth rates.
4.
Page 10 of 71
41 971140 Which demographic was Facebook originally open to?
Unit : 1, Group : 1 1.College Students (Right)

2.High school students
3.College and high school students
4.Everyone
42 971272
Unit : 1, Group : 1 An advertising model used in which advertisers pay their host only when their sponsored ad or
link is clicked, is called:
1.Search Engine Optimization (SEO).

2.Contextual Advertising
3.Digital Asset Optimization (DAO).
4.Pay Per Click (PPC). (Right)
43 971274
Unit : 1, Group : 1 ____________ is a form of digital marketing that describes the use of the social web and social
media (e.g. social networks, online communities, blogs or wikis) or any online collaborative
technology for marketing activities, be it sales, public relations, research, distribution or
customer service.
1.Pay Per Click (PPC)

2.Digital Asset Optimization (DAO)
3.Social Media Marketing (SMM) (Right)
4.Search Engine Optimization (SEO)
44 971161
Unit : 1, Group : 1
The first step when marketing with social networks

is to identify the goals and strategies
1.TRUE (Right)
2.FALSE
3.
4.
45 971237 RACE is a practical framework to help marketers manage and improve the commercial value gained from digital marketing. The term stands for
Reach, Act, C, Engage. What does 'C' refer to?
Unit : 1, Group : 1
1.Collect
2.Convert (Right)
3.Consolidate
4. Collaborate
Page 11 of 71
46 971273
Unit : 1, Group : 1 A method of marketing by electronic mail wherein the recipient of the message has consented to
receive it is called:
1.Search marketing
3.Permission-based email marketing (Right)
4.Social web marketing
47 971202 The social media website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes"
with them is referred to as:
Unit : 1, Group : 1
1.Twitter.
2.FACEBOOK (Right)
3.YOU TUBE
4.LINKEDIN
48 971115
Social media audiences differ from those of traditional media because
Unit : 1, Group : 1
1.Traditional media audiences consume material created FOR them while social media audiences either dictate the type of product they
want or bypass traditional producers to find products more suitable to their particular needs or desires. (Right)
2.Traditional media audiences tend to be within a certain age, gender and socio-economic group, while social media appeals to virtually
every age, gender and economic status.
3.Social media audiences tend to be the millennial generation while traditional media are mainly Gen-Y.
4.None of the above
49 971154 Which social network is µThe Social Network¶movie about?
Unit : 1, Group : 1 1.Facebook (Right)

2.Twitter
3.Path
4.MySpace
50 971275
Four elements that distinguish mobile marketing from traditional mass marketing are: scope of
Unit : 1, Group : 1 audience, type and format of messages, ___________, and response tracking
1.location-based targeting
2.wide coverage (Right)
3.mass distribution
4.interest group setting
51 971345 How does YouTube serve a dual purpose in social media marketing?
Unit : 1, Group : 2 1.It can be used as a company blog as well as video advertisements
2.It can be used for company pictures and videos
3.It can be used to host the company website as well as videos
4.It can be used as the forum for dispersing company videos, as well as a
host when embedding videos in sites outside of YouTube (Right)
Page 12 of 71
52 971377
Unit : 1, Group : 2 What can a company do to offset the cost of running a blog?
1.Place ads on the blog which generate pay per click income (Right)
2.Charge users a fee to read the blog
3. Only allow past customers to read the blog
4.Require a monthly membership to the entire company website
53 971313 How do ebooks represent a form of marketing?
Unit : 1, Group : 2 1.They are often free, include useful information, and direct the reader onto the company which created the ebook for further information
(Right)
2.They are not a form of marketing
3.They can be placed on free sites where paid advertisements generate income
4.They can be used to defame the competition
54 971322 How does a blog directly impact sales of a company?
Unit : 1, Group : 2 1.It tells customers what products to buy

2.It is typically used as the way to disperse company coupons (Right)
3.It can be used to talk negatively about the competition
4.Typically a blog does not directly create sales
55 971324 What do Connections on LinkedIn effectively represent?
Unit : 1, Group : 2 1.Random strangers who found the company

2.People the company has sold product or services to
3.An avenue to disperse coupons
4.People and other companies the user is connected to directly (Right)
56 971320 What is meant by A/B testing in marketing?
Unit : 1, Group : 2 1.Testing of 2 different products

2.Testing 2 versions of an advertisement to see which elicits the best response (Right)
3.Clinical testing of medical products before legally allowing them for sale
4.Testing via 2 mediums, such as radio and television
57 971287 What is one measure a company can use to validate the usefulness of its video posts on YouTube?
Unit : 1, Group : 2 1.The number of followers

2.The amount of views of the video (Right)
3.The number of videos the company has up
4.The sales volume of the company
58 971312 Why is there no specific definition of what is social media marketing?
Unit : 1, Group : 2 1.It has not yet been widely accepted

2.There is no governing body over social media marketing
3.Companies cannot come to one definition
4.The concept is relatively new compared to traditional marketing and is still being defined (Right)
Page 13 of 71
59 971337 Which of the following is an easy way to track the website hits of a specific marketing campaign with a link to the company website?
Unit : 1, Group : 2 1.Hire a web specialty firm

2.Implement special software
3.Creating landing pages specific for each campaign (Right)
4.There is no way to know where traffic comes from
60 971342 What is the general purpose of posting a video blog routinely to YouTube?
Unit : 1, Group : 2 1.It allows the company to hard sell its products
2.It allows the company to drive website traffic to its blog
3.It can be used to disperse the company contact information
4.It allows followers to create a personal connection with the employees of the company (Right)
61 971314 Which of the following is an important aspect of creating blogs and posting content?
Unit : 1, Group : 2 1.Using a witty user name

2.Posting at least once a month to the blog (Right)
3.Social Media Optimization
4.Using humor
62 971321 Using which of the following method can a company ensure that the proper audience finds their YouTube videos?
Unit : 1, Group : 2 1.Post links on the company blog to the YouTube videos (Right)
2.There is no method to effectively direct people to the company videos
3.Sending out mail advertisements
4.None of these
63 971332 What is another term for "social media"?
Unit : 1, Group : 2 1.Media Optimization

2.Consumer Generated Media (Right)
3.Advertising Socialization
4.Consumer Media Advertising
64 971318 How can a company place itself as an expert in a certain area of expertise?
Unit : 1, Group : 2 1.Post updates which brag about the company

2.Actively answer questions in the Q&A section of the site (Right)
3.Post comments on competitors pages stating how they are inferior
4.Answer the questions in all the categories, even the ones in which the company is not engaged.
65 971350 What is a "vlog"?
Unit : 1, Group : 2 1.Video Log

2.Video Blog
3.Log of blog activity
4.New technology to aid in blogging (Right)
66 971353 What would the marketing budget section of a marketing plan consist of?
Unit : 1, Group : 2 1.cost to write the plan

2.The expected costs for each ad campaign based on the delivery method (Right)
3.The overall marketing budget for a year
4.The marketing personnel job descriptions
Page 14 of 71
67 971343 What is the ultimate goal of a social network marketing plan?
Unit : 1, Group : 2 1.To satisfy investors in the company

2.To justify spending in marketing
3.To find investors for a company
4.Drive potential customers to the company and give them an action item to perform (Right)
68 971334 What is meant by "Marketing Creative"?
Unit : 1, Group : 2 1.employees in the marketing department

2.content for marketing and its creative aspect (Right)
3.The methods used to distribute marketing material
4.The branding image of the company
69 971331 What can a company do on Facebook apart from their page to create a following?
Unit : 1, Group : 2 1.Video blogs

2.Posts on Twitter (Right)
3.company white paper
4.Articles on LinkedIn
70 971327 How can a company use the same material for both traditional and social network marketing?
Unit : 1, Group : 2 1.Posting a luring comment on Twitter to the company site

2.Selling ad space on the company website
3.Utilizing a television ad campaign online as well on their site and sites such as YouTube (Right)
4.Creating a magazine print ad with the company website
71 971339 What is meant by Brand Management?
Unit : 1, Group : 2 1.Managing the marketing staff

2.Management of the marketing budget
3.company executive management team
4.Creating a consistent image for the company (Right)
72 971316 What style of videos can a company post on YouTube?
Unit : 1, Group : 2 1.Video Blogs

2.Television Commercials
3.Product Demonstrations
4.All of the above (Right)
73 971323 What is meant by "micro-blogging"?
Unit : 1, Group : 2 1.Blogging daily

2.Blogs which are posted by companies, not individuals
3.Blogs with limited individual posts, limited by character count typically (Right)
4.Blogging from mobile devices
74 971288 What is the overall goal of social media marketing for companies?
Unit : 1, Group : 2 1.Generate sales (Right)

2.Increase company headcount
3.Increase their web presence
4.Help accelerate product launches
Page 15 of 71
75 971349 What non financial measure of marketing is important to track?
Unit : 1, Group : 2 1.CEO performance

2.Number of new hires in marketing
3.Number of impressions (Right)
4.New customer acquisition
76 971338 What feature does LinkedIn offer for pay accounts?
Unit : 1, Group : 2 1.Ability to post pictures

2.Increased abilities to connect directly and send messages to people (Right)
3.Ability to post in Groups and create a Group
4.Ability to block users
77 971392 Which of the following is not a standard in online advertising?
Unit : 1, Group : 2
1.Static banners
2. Signal (Right)
3.Dynamic banners
4.Banner
78 971354 What is the method for being linked to other users on LinkedIn?
Unit : 1, Group : 2 1.Followers

2.Connections (Right)
3.Friends
4.Associates
79 971330 What is a method of marketing on Facebook which can reach several users by spending money?
Unit : 1, Group : 2 1.Pay money for a better quality Facebook account

2.Pay a third party to make posts to your account
3.Charge a fee for users to be your friends
4.Facebook Pay Per Click placed advertisements (Right)
80 971319 What type of status updates would drive visitors to the company site?
Unit : 1, Group : 2 1.An update telling friends they hope to see them all soon
2.A link to a new press release hosted on the company site (Right)
3.A link to a third party hosting a company press release
4.A picture of the CEO
81 971351 What are the four P's of marketing?
Unit : 1, Group : 2 1.Product, Price, Place, Promotion (Right)

2.People, Price, Promotion, Placement
3.Popularity, Product, Promotion, People
4.Price, Popularity, People, Placement
82 971310 How can a company create a forum for dialogue on LinkedIn?
Unit : 1, Group : 2 1.Post updates to the company status

2.Use of Groups (Right)
3.Change the company profile regularly
4.Post demeaning comments for the competitors' pages
Page 16 of 71
83 971344 What is "guerrilla marketing"?
Unit : 1, Group : 2 1.Marketing geared towards animal lovers

2.Marketing which relies on time and energy rather than a large dollar budget (Right)
3.Aggressive sales techniques
4.Marketing using a large scale national budget
84 971346 What is a "wiki"?
Unit : 1, Group : 2 1.Form of blogging

2.A new social networking site
3.Interconnected and user generated knowledge management systems (Right)
4.A tool for posting to social media networks
85 971317 What is the character limit for posts on Twitter?
Unit : 1, Group : 2 1.No limit

2.100 characters
3.140 characters (Right)
4.200 characters
86 971311 How is site traffic useful in evaluating marketing?
Unit : 1, Group : 2 1.Overall site traffic can be followed and a general idea of marketing's impact on it can be determined
2.There is no correlation between site traffic and marketing
3.Ads can send receivers to a specific landing page, which can be tracked (Right)
4.Product sales from the company website can be attributed directly to the marketing campaign
87 971326 What is "social media optimization"?
Unit : 1, Group : 2 1.Creating content which easily creates publicity via social networks (Right)
2.Writing clear content
3.Creating short content which is easily indexed
4.Hiring people to create content for social networks
88 971328 What is meant by the "blogosphere"?
Unit : 1, Group : 2 1.The act of writing a blog

2.Specific niche blog community
3.interconnected community of blogs via linking to each other (Right)
4.Advertising done via blogging
89 971315 How can a company convert posts on Twitter to sales?
Unit : 1, Group : 2 1.Write demeaning points about the competition

2.Write posts about personal information of the CEO
3.Creating posts which drive followers to their site (Right)
4.Constantly post updates about how the company needs more sales
90 971347 Which of the following would be leveraging both social network and traditional marketing?
Unit : 1, Group : 2 1.Handing out print advertisements with a coupon for a store
2.A print advertisement in a magazine which drives people to a website where there is a free trial offer (Right)
3.Posting an advertisement on a message board
4.Hosting a video ad on YouTube not otherwise seen elsewhere
Page 17 of 71
91 971333 What should be the length of an effective blog post?
Unit : 1, Group : 2 1.Several pages in length

2.No more than a few sentences
3.few sentences mixed with several links to other sites and references
4.A few paragraphs (Right)
92 971352 What should a company post on Twitter?
Unit : 1, Group : 2 1.New product launches

2.Significant company news
3.Occasional day to day posts of interest
93 971341 Why is it important to have a company blog hosted on the company web domain versus a third party blogging site?
Unit : 1, Group : 2 1.Required by law

2.Search engine rankings will include hits on the blog as part of the overall website (Right)
3.Requires less effort to maintain
4.Cannot be hacked easily
94 971348 How does creating a social network marketing plan differ from a traditional marketing plan?
Unit : 1, Group : 2 1.The brand image should be completely different for social marketing
2.The staff requirements and skill sets for social marketing are different
3.There is no need for a social marketing plan, but social marketing plan is required for traditional marketing (Right)
4.Other than the method of delivery, a marketing plan either way will be similar
95 971355 How often should a marketing plan be revisited?
Unit : 1, Group : 2 1.Never, once written it is complete

2.As often as needed in order to revisit the plan of action and revise any new actions (Right)
3.At company board meetings
4.During the financial review of the company each month
96 971325 What is the term adopted for updates posted by Twitter users?
Unit : 1, Group : 2 1.Tweets (Right)

2.Twoots
3.Twinks
4.Posts
97 971329 Which type of marketing would a company blog be considered?
Unit : 1, Group : 2 1.Social Network Marketing (Right)

2.Traditional Marketing
3.Both
4.Neither
98 971340 What traditional marketing technique is YouTube closest to?
Unit : 1, Group : 2 1.Print advertising

2.Television advertising (Right)
3.Radio advertising
4.Mail advertising
Page 18 of 71
99 971335 What is the term used for a person who is receiving updates of another Twitter user's updates?
Unit : 1, Group : 2 1.User

2.Follower (Right)
3.Connection
4.Friend
100 971336 What does the product portion of the 4 P's of marketing focus on?
Unit : 1, Group : 2 1.The product or service being marketed to consumers (Right)

2.The manufacturing process
3.How the price will be set for the product
4.None of these
101 971436 The study of how the social structure of relationships around a person, group, or organization affects beliefs or behaviors is the basis of
Unit : 1, Group : 3 1.social networks (Right)

2.network analysis
3.Orkut
4.cause-related marketing
102 971432 The American Express year-long campaign to support the restoration of the Statue of Liberty is one example of
Unit : 1, Group : 3 1.business to business marketing

2.social marketing
3.cause-related marketing (Right)
4.social networking
103 971363 Which of the following is valuable in increasing a page rank ?
Unit : 1, Group : 3 1.Paying for placement

2.Static content
3.Quantity of links from other highly ranked pages to your site (Right)
4.No contact information
104 971361 What is brand strategy ?
Unit : 1, Group : 3 1.Creating the image you want your company perceived as and marketing in a way that portrays that image to customers (Right)
2.Strategy for reaching customers worldwide
3.Creating a package that catches people eyes
4.Creating an image that contradicts competitor's assertations
105 971442 . A critical requirement in the use of social media to reach consumers is
Unit : 1, Group : 3 1.the use of a single media site for mass communications
2.the commitment to continued communications through as television
3.the provision of manpower dedicated to social media
4.the registration of the firm's social media activities (Right)
106 971356 What place does Pricing have in marketing?
Unit : 1, Group : 3 1.Higher prices guarantee a higher revenue stream

2.The company should actively market how much their products cost
3.Different pricing levels can be tested to see what elicits the best consumer response (Right)
4.Marketing based on the pricing level relative to competition is important
Page 19 of 71
107 971358 Why is it important to fine tune the timing of the ad and keywords used ?
Unit : 1, Group : 3 1.It costs less in later hours

2.To be sure to spend more money on marketing
3.Required
4.To carefully target the customer base desired, not wasting impressions and clicks (Right)
108 971428 Why is it important to post to a blog regularly?
Unit : 1, Group : 3 1.It reduces the cost per blog post

2.Keep readers engaged and also gives search engines content to index (Right)
3.It gives the social media marketing specialist something to do
4.It allows more chances for the company to put down the competition
109 971367 How can LinkedIn serve the company aside from social network marketing?
Unit : 1, Group : 3 1.Job openings can easily be dispersed to qualified candidates on LinkedIn (Right)
2.Company pictures can be posted to the profile
3.Negative press about the competition can be easily spread
4.Pricing lists can be posted
110 971453 A fixed amount of money paid to the site for every sale that originated from an ad posted on that site refers to:
Unit : 1, Group : 3 1.online measure

2.negotiated measure
3.cost per click
4.cost per action (Right)
111 971364 What type of income statement items are marketing expenses ?
Unit : 1, Group : 3 1.Variable Cost

2.Fixed Cost
3.Revenue
4.Cost of Good Sold (Right)
112 971365 What is search engine optimization ?
Unit : 1, Group : 3 1.Paying for placement on a search engine results page

2.Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings (Right)
3.Optimization of a site so it gets more affiliate revenue
4.Selling memberships to the site
113 971429 What is the main reason traditional marketing will never completely go away?
Unit : 1, Group : 3 1.Using the blog only for press releases

2.Posting resumes of the company officers
3.Posting articles about how terrific the company is, and putting down the competition
4.Writing posts about the company and its ups and downs from inside, personalized approach (Right)
114 971427 What is a contingency plan?
Unit : 1, Group : 3 1.A second written plan in case management doesn't like the original plan
2.A detailed marketing plan
3.A set of actions to be taken if the original plan does not perform as anticipated (Right)
4.A marketing plan written just for social networking
Page 20 of 71
115 971357 What is "cost per customer acquisition" ?
Unit : 1, Group : 3 1.The amount a company pays a customer to try their product
2.The average cost of marketing spent per new customer (Right)
3.The cost of marketing staff
4.The cost to beat competitors
116 971424 What style of blogging would be most effective for building relationships with customers?
Unit : 1, Group : 3 1.Using the blog only for press releases

117 971454 Which of the following is NOT a result of the convergence of real and digital worlds?
Unit : 1, Group : 3 1.Connecting with individuals and learning about their personal preferences.
2.Linking social media to marketing actions.
3.Gathering data about consumers from newspaper, magazine, and TV advertising (Right)
4.An increased emphasis on measuring the marketing return on investment for social media initiatives
118 971360 What is one unfavorable trait sometimes seen in affiliate marketing ?
Unit : 1, Group : 3 1.The cost is low

2.It brings additional traffic to a site
3.Affiliates will use unethical techniques to drive customers in hopes of earning a commission (Right)
4.It is only paid for based on successful selling
119 971362 What is a "landing page" ?
Unit : 1, Group : 3 1.The page a potential customer sees when they click on your paid ad (Right)
2.The main company website
3.A page where the customer can buy the product
4.Where the pay per click ads are created
120 971366 What is meant by the concept of "viral" in social media?
Unit : 1, Group : 3 1.Social media which is spread to viewers by the consumer, growing in popularity (Right)
2.It is a method of branding a company
3.Advertising which can easily be emailed
4.Marketing advertisements which are not serious
121 971448
Marketers use social media to reach college-age students because:
Unit : 1, Group : 3
1.talking to students on their mobile phones is the best way to reach them
2.students' social lives are important to them
3.students don't pay attention to online ads
4.they want to develop consumer brand loyalty among this important age group (Right)
Page 21 of 71
122 971457 The positioning of the Bitter Girls message as one of dark humor parallels the strategy used by the TV series __________.
Unit : 1, Group : 3 1.Up All Night

2.The Simpsons (Right)
3.How I Met Your Mother
4.Two Broke Girls
123 971368 What is a "call to action"?
Unit : 1, Group : 3 1.Giving an advertisement's receiver a specific direction such as 'visit the site' (Right)
2.Using telemarketing to reach out to potential customers
3.Defaming the competition
4.Creating a new marketing campaign
124 971435 The highest-ranked social networking website worldwide is
Unit : 1, Group : 3 1.LinkedIn

2.Orkut
3.Twitter
4.Facebook (Right)
125 971359 What is a site index ?
Unit : 1, Group : 3 1.A page which has a linkable outline of all of the pages on a website (Right)
2.A site with only 1 page
3.A site with special deals for purchasers
4.A special ranking with search engines
126 971431 . Cause-related marketing is
Unit : 1, Group : 3 1.links a cause to results in finance cause for the firm (Right)
2.describes a marketing campaign for a non-profit institute
3.limited to charitable institutions
4.educational institution
127 971434 Facebook, Twitter, and LinkedIn are all examples of
Unit : 1, Group : 3 1.social network media (Right)

2.wiki
3.blog
4.online advertising
128 971451 In terms of media richness, social media rated highest in media richness are:
Unit : 1, Group : 3 1.web pages with words only

2.web pages that include animations (Right)
3.always high in self-disclosure
4.web pages with videos only
129 971430 The design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product
planning, pricing, communication, distribution, and marketing research is referred to as
Unit : 1, Group : 3
1.social advertising
2.social marketing
3.Internet marketing
4.global marketing (Right)
Page 22 of 71
130 971426 What methods of social network marketing should a company always use?
Unit : 1, Group : 3 1.Blogging only

3.YouTube
131 971462 Blogs play an important curatorial role in social media because some popular blogs are followed by people seeking the best and most interesting ideas.
Unit : 1, Group : 3
1.true (Right)
2.false
3.
4.
132 971449 Web 2.0 is a term that describes:
Unit : 1, Group : 3 1.a new way to utilize the World Wide Web (Right)
2.a technical update of the World Wide Web
3.the first Internet browser
4.the decreased degree of interactivity among users
133 971425 What can a company do to offset the cost of running a blog?
Unit : 1, Group : 3 1.Place ads on the blog which generate pay per click income (Right)
2.Charge users a fee to read the blog
3.Only allow past customers to read the blog
4.Require a monthly membership to the entire company website
134 971433 Groups of Internet-based applications that build on the ideological and technological foundations of Web 2.0 are referred to
Unit : 1, Group : 3 1.blogs

2.Facebook networks
3.MySpace networks
4.social marketing networks (Right)
135 971438 . In a social networking diagram, the person who is at the central point in the network
Unit : 1, Group : 3 1.is linked to the leader

2.connects multiple networks (Right)
3.has the most influence on the behavior of others
4.plays an intermediary role with connections
136 971423 How far into the future should a company plan its marketing activities?
Unit : 1, Group : 3 1.Up to 1 year (Right)

2.5 years
3.1 month
4.Indefinitely
137 971230 Using digital communications technologies to maximise sales to existing customers and encourage continued usage on online services is known as:
Unit : 2, Group : 1 1. Personalisation

2.Customer-centric marketing
3.Mass customisation
4. Electronic customer relationship management (Right)
Page 23 of 71
138 971262
Unit : 2, Group : 1 Why is it important to fine tune the timing of the ad and keywords used ?
1.It costs less in later hours

3.Required by law
4.To carefully target the customer base desired, not wasting impressions and clicks (Right)
139 971252 E-mail marketing has to make strategic plans regarding outbound and inbound e-mails. E-mail is most widely used as a prospect conversion and
customer retention tool. A database of customer names, email addresses and profile information used for e-mail marketing is usually known as:
Unit : 2, Group : 1
1.Customer and prospect database
2.House list (Right)
3.Customer profiles
4. Viral marketing email directory.
140 971188 What is the overall goal of social media marketing for companies?
Unit : 2, Group : 1
1.Generate sales (Right)

2.Increase company headcount
3.
Increase their web presence
4.Help accelerate product launches
Unit : 2, Group : 1
1.Media Optimization
142 971194 What is a method of marketing on Facebook which can reach several users by spending money?
Unit : 2, Group : 1
1.Pay money for a better quality Facebook account
2.Pay a third party to make posts to your account
3.Charge a fee for users to be your friends
4.Facebook Pay Per Click placed advertisements (Right)
143 971193 What is meant by the "blogosphere"?
Unit : 2, Group : 1
1.The act of writing a blog

2.Specific niche blog community
3.The interconnected community of blogs via linking to each other (Right)
4. Advertising done via blogging
Page 24 of 71
144 971242 E-commerce managers aim to deliver the most effective mix of communications to drive traffic to their e-commerce sites. The different techniques can
be characterised as:
Unit : 2, Group : 1
1.Offline marketing communications
2.Online marketing communications (Right)
3. Digital media channels
4.All of the above
145 971259 What place does Pricing have in marketing?
Unit : 2, Group : 1
1. Higher prices guarantee a higher revenue str

4.Marketing based on the pricing level relative to competition is important
146 971291
Unit : 2, Group : 1 Why is it important to fine tune the timing of the ad and keywords used ?
1.It costs less in later hours

3.
Required by law
4.to carefully target the customer base desired, not wasting impressions and clicks (Right)
147 971293
Unit : 2, Group : 1 What is a "landing page" ?
1.The page a potential customer sees when they click on your paid ad (Right)
2.The main company website
3.A page where the customer can buy the product
4.Where the pay per click ads are created
148 971100 What would the marketing budget section of a marketing plan consist of?
Unit : 2, Group : 1
1.The cost to write the plan

4. The marketing personnel job descriptions
Page 25 of 71
149 971153
Considering non personal communication channels, social networking sites, e-mail and company Websites are considered as
Unit : 2, Group : 1
1.online media (Right)

2.print media
3.broadcast media
4.display media
150 971185
Unit : 2, Group : 1
What can a company do on Facebook apart from their page to create a following?
1.Post more updates than usual

2.Post controversial posts
3.Use several pictures
4.Use Groups, both company originated and posting to other groups
(Right)
151 971196 What do updates to Facebook status resemble most closely?
Unit : 2, Group : 1
1.Video blogs
2.Posts on Twitter (Right)
3.A company white paper
4.Articles on LinkedIn
Page 26 of 71
152 971239
Companies that understand how customers use digital media in their purchase decision buying can develop integrated communications strategies to
Unit : 2, Group : 1 support their customers at each stage in the buying process. Customers have individual preferences in the ways they use the web depending upon
why they need to use it and this web use is known as:
Companies that understand how customers use digital media in their purchase decision buying can develop integrated communications
strategies to support their customers at each stage in the buying process. Customers have individual preferences in the ways they use the
web depending upon why they need to use it and this web use is known as: Undirected information-seekers Directed-information seekers
Directed buyers Searching behaviours
Companies that understand how customers use digital media in their purchase decision buying can develop integrated communications
strategies to support their customers at each stage in the buying process. Customers have individual preferences in the ways they use the
web depending upon why they need to use it and this web use is known as: Undirected information-seekers Directed-information seekers
Directed buyers Searching behaviours
1.Undirected information-seekers (Right)

2.Directed-information seekers
3.Directed buyers
4.Searching behaviours
153 971256
Unit : 2, Group : 1 What is the method for being linked to other users on LinkedIn?
1. Followers
2.Connections (Right)
3. Friends
4.Associates
154 971290
Unit : 2, Group : 1 What is "cost per customer acquisition" ?
1.The amount a company pays a customer to try their product

2.The average cost of marketing spent per new customer (Right)
3.The cost of marketing staff
4.
Page 27 of 71
155 971190 How is site traffic useful in evaluating marketing?
Unit : 2, Group : 1
1.Overall site traffic can be followed and a general idea of marketing's impact on it can be determined
2.There is no correlation between site traffic and marketing
3.Ads can send receivers to a specific landing page, which can be tracked (Right)
4.Product sales from the company website can be attributed directly to the marketing campaign
156 971128
Social networks are organized primarily around __________.
Unit : 2, Group : 1
1. brands
2. people
(Right)
3.discussions
4. d. interests
157 971228 The four marketing activities within the customer relationship management include customer selection, customer acquisition, customer retention, plus:
Unit : 2, Group : 1 1. Customer cross-sell

2. Customer re-sell
3. Customer Up-sell
4.Customer extension (Right)
158 971292
Unit : 2, Group : 1 What is a site index ?-
1.A page which has a linkable outline of all of the pages on a website (Right)
2.A site with only 1 page
3.A site with special deals for purchasers
4.A special ranking with search engines
Page 28 of 71
159 971130
Unit : 2, Group : 1
One advantage a non±profit has when opening a private social network is.
1.its tax exempt status makes the start up cost of a private social network more affordable.
2.its supporters tend to spend more time using social networks.
3. that it has an immediate user base of people interested in the cause. (Right)
4.its supporters have a higher tolerance for marketing messages.
160 971095 What should a company post on Twitter
Unit : 2, Group : 1
1.New product launches

2.Significant company news
3.
Occasional day to day posts of interest
161 971395
Unit : 2, Group : 1 Mobile marketing has innovative ways to reach the consumer. Which of the following is not one of them?
1.Barcode calls-to-action
2. Yellow pages (Right)
3. Mobile apps
4.Mobile retail payments
162 971217 A key ingredient of the marketing management process is insightful, ________ marketing strategies and plans that can guide marketing activities.
Unit : 2, Group : 1
1.creative (Right)
2.measurable
3. macro
4.
163 971253 A strength of social media and viral marketing is:
Unit : 2, Group : 1 1. It is possible to reach a large number at relatively low cost (Right)
2.Cannot be ignored in user's inbox Considered credible
3. Highly targeted with controlled costs
4.
Page 29 of 71
164 971146
Which demographic was Facebook originally open to?
Unit : 2, Group : 1

1.College Student (Right)

2.High school students
3.College and high school students
4.Everyone
165 971226 There are different techniques to both initiate and build relationships with customers by using a combination of online and offline techniques. What is
the 'customer life cycle' though?
Unit : 2, Group : 1
1.Techniques to encourage customers to increase their involvement with an organisation
2.The stages each customer will go through in a long-term relationship with a supplier (Right)
3. An approach to building and sustaining long-term business with a customer
4.The answers above are all correct
166 971147
What was the largest social network prior to Facebook?
Unit : 2, Group : 1

1.MySpace (Right)
2.LetsBeFriends
3.Friendster
4.Google+
167 971249 Online public relations (or e-PR) should aim to maximise favourable mentions of companies, products, brands, etc which are likely to be visited by
target audiences. Which of the following activities fall within the remit of e-PR?
Unit : 2, Group : 1
1.Link building including reciprocal links (Right)
2.Social networks and online communities
3.Communicating with media (journalists) online Blogs and podcasts
4.All of the above
168 971171
Communication channels such as buzz marketing and word-of-mouth influence are classified as
Unit : 2, Group : 1
1.non personal communication channels

2.non-emotional communication channels
3.personal communication channels (Right)
4.irrational communication channels
Page 30 of 71
169 971186
Unit : 2, Group : 1
How can a company ensure that the proper audience finds their YouTube videos?
1.There is no method to effectively direct people to the company videos

2.Use of keywords (Right)
3. Sending out mail advertisements
4.Post links on the facebook

170 971235 Accepting that a customer has agreed to opt-in to receive further information, with customer profiling the minimum amount of online information that
needs to be collected is an e-mail address. What is really required though to decide if the customer is a good potential target for further
Unit : 2, Group : 1 communications?
1. A qualified lead
2. Opt-out facilities to be removed (Right)
3.Interruption marketing
4. Permission marketing
Unit : 2, Group : 1
1.Media Optimization
172 971195 What can a company do on Facebook apart from their page to create a following?
Unit : 2, Group : 1
1.Post more updates than usual
2.
Post controversial posts
3.
Use several pictures
4.
Use Groups, both company originated posting to other group (Right)
Page 31 of 71
173 971257
Unit : 2, Group : 1 How often should a marketing plan be revisited?
1.Never, once written it is complete

2.As often as needed in order to revisit the plan of action and revise any new actions (Right)
3.At company board meetings
4.During the financial review of the company each month
174 971250 Social media (e.g. Facebook, Twitter) usage has become so widespread that to discount a social media strategy would be a mistake best avoided.
Social customer relationship management (Social CRM) is a relatively new term which helps to define the broad scope of social media across the
Unit : 2, Group : 1 customer life cycle and value chain. The Altimeter report (2010) provides a framework for reviewing strategy implementation and is known as:
1.Social media CRM framework

2. Social CRM modelling
3.The 5Ms (Right)
4.None of the above
175 971151
Considering non personal communication channels, radio and television are considered as
Unit : 2, Group : 1
1. broadcast media (Right)

2.display media
3. online media
4.print media
176 971184
Unit : 2, Group : 1
Why is it important to post to a blog regularly?
1.It reduces the cost per blog post

2.Keep readers engaged and also give search engines content to index (Right)
3. It gives the social media marketing specialist something to do
4.It allows more chances for the company to put
Page 32 of 71
177 971216
Unit : 2, Group : 1
The first step when marketing with social networks

is to identify the goals and strategies.
1.true (Right)
2.false
3.
4.
178 971251 Online marketing communications include the development on online partnerships and are regarded as an important part of a marketing mix. There
are three key types of online partnerships; link building, affiliate marketing, and one other:
Unit : 2, Group : 1
1. Media multiplier
2. Interactive advertising (Right)
3.Ad serving
4.Online sponsorship
179 971255
Unit : 2, Group : 1 What would the marketing budget section of a marketing plan consist of?
1.The cost to write the plan

4.The marketing personnel job descriptions
Page 33 of 71
180 971181 With online advertising program,_________, the companies can reach customers and grow business.
Unit : 2, Group : 1
AdAlpha
1.AdWords (Right)
2.AdSense
3.AdCity
4. AdAlpha
181 971254
Unit : 2, Group : 1 What should a company post on Twitter?
1.New product launches

2. Significant company news
3.Occasional day to day posts of interest
4.
All of the above (Right)
182 971243 A marketing campaign will not be successful if the costs of acquiring site visitors and customers are too high. The term used to describe the cost of
acquiring a new customer is known as:
Unit : 2, Group : 1
1. Allowable cost per acquisition
2.Cost per acquisition
3.Bounce rate (Right)
4.Referrer cost
183 971192 What is meant by "micro-blogging"?
Unit : 2, Group : 1
1.Blogging daily Blogs which are posted by companies, not individuals

2.Blogs with limited individual posts, limited by character count typically (Right)
3. Blogging from mobile devices
4.
Page 34 of 71
184 971215
Unit : 2, Group : 1
One advantage a non±profit has when opening

a private social network is.
1.its tax exempt status makes the start up cost of a private social network more affordable.
2. its supporters tend to spend more time using social networks.
3. that it has an immediate user base of people interested in the cause. (Right)
4.its supporters have a higher tolerance for marketing messages.
185 971224
Unit : 2, Group : 1 Building long-term relationships with customers is essential for any business. The application of technology to achieve CRM is a key element of e-
business but what does CRM stand for? t
1.Consumer relationship management

(Right)
2.Customer resource management
3.Customer retailing management
4.Customer relationship management
186 971247 The use of online and offline promotion techniques to increase the audience of a site is known as a:
Unit : 2, Group : 1 1. Traffic building campaign

2.Search engine optimisation
3.Quality score (Right)
4.
187 971173
Way of personal communication between friends, family, neighbors and target buyers about particular market offering is called
Unit : 2, Group : 1
1.
2.
3.
1.print and broadcast media

2.word-of-mouth influence (Right)
3.buzz marketing
4.
display and online media
Page 35 of 71
188 971187 What should a company do for commercial advertisements on YouTube in order to maximize their effectiveness?
Unit : 2, Group : 1
1.Ask the watcher to visit the company site at the end of the video (Right)
2.Make the videos at least 5 minutes long
3.Make the videos under 10 seconds
4.Have the CEO featured in the advertisement
189 971148
Which social network does not have µfollowers¶"
Unit : 2, Group : 1

1.SoundCloud
2.Google+ (Right)
3.
Facebook
4.Twitter
190 971084 What is meant by "Marketing Creative"?
Unit : 2, Group : 1
1.The employees in the marketing department

2. The content for marketing and its creative aspect (Right)
3.
The methods used to distribute marketing material
4. The branding image of the company
191 971219 The task of any business is to deliver ________ at a profit.
Unit : 2, Group : 1
1. customer needs
2.products
3. customer value (Right)
4. products and services
192 971233 Using the Internet for relationship marketing involves integrating the customer database with websites to make the relationship targeted and
personalised. Through doing this there are many benefits to be gained but which of the below is not an advantage?
Unit : 2, Group : 1
1. Targeting more effectively
2.Lower costs
3.Minimises breadth, (Right)
4.depth and nature of relationship
Page 36 of 71
193 971191 Why is there no specific definition of what is social media marketing?
Unit : 2, Group : 1
1.There is no governing body over social media marketing

2.Companies cannot come to one definition
3.The concept is relatively new compared to traditional marketing and is still being defined (Right)
4.It has not yet been widely accepted
194 971129 Social networks have an enormous information sharing capacity. As such, they are a great distribution channel for ________.
Unit : 2, Group : 1
1. customer feedback
2.viral content
3.exclusive coupons
4.marketing messages
(Right)
195 971089 Which of the following is an easy way to track the website hits of a specific marketing campaign with a link to the company website
Unit : 2, Group : 1
1. Hire a web specialty firm

196 971289
Unit : 2, Group : 1 What place does Pricing have in marketing?
1.Higher prices guarantee a higher revenue stream

4. Marketing based on the pricing level relative to competition is important
Page 37 of 71
197 971389
Unit : 2, Group : 2
Which of the following represent the supporting components of the Social Media Value Chain?
A)
B)
C)
D)
E) social community, social publishing, social entertainment, and social commerce
Answer: B
1. social networking sites, message boards, forums, and wikis

2.Web 2.0 infrastructure, social media channels, social software, and the devices we use to interact with social media (Right)
3.social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
4.reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
198 971263
Unit : 2, Group : 2 What is one unfavorable trait sometimes seen in affiliate marketing ?
1.The cost is low

2.It brings additional traffic to a site
3.Affiliates will use unethical techniques to drive customers in hopes of earning a commission (Right)
4.It is only paid for based on successful selling
199 971297 What does the product portion of the 4 P's of marketing focus on?
Unit : 2, Group : 2
1.The product or service being marketed to consumers (Right)

2.The manufacturing process
3.How the price will be set for the product
4.
Page 38 of 71
200 971378
Unit : 2, Group : 2 What methods of social network marketing should a company always use?
1.Blogging only
3.YouTube
201 971295
Unit : 2, Group : 2 What should be the length of an effective blog post?
1. Several pages in length

2.No more than a few sentences
3.A few sentences mixed with several links to other sites and references
4.A few paragraphs (Right)
202 971369 Which of the following is valuable in increasing a page rank ?
Unit : 2, Group : 2 1.Paying for placement

2.Static content
203 971381 'Reactive' or 'responsive' websites ...
Unit : 2, Group : 2
1.Are used only on mobile devices with small screens

2.Automatically adjust their size to suit the size of the screen it is being viewed on (Right)
3.Are used only on PCs and laptops with bigger screens
4.Are good for websites that use a lot of 'Flash' type technology
204 971375
Unit : 2, Group : 2 What is the main reason traditional marketing will never completely go away?
1.It is cheaper than social media marketing

2.All companies are required by law to use traditional marketing techniques
3.There are better tax write offs for traditional marketing
4. It's proven to work time and again
(Right)
Page 39 of 71
205 971298
Unit : 2, Group : 2 Which of the following is an easy way to track the website hits of a specific
marketing campaign with a link to the company website?
1.Hire a web specialty firm

206 971183
Unit : 2, Group : 2
What methods of social network marketing should a company always use?
1.Blogging only
2. Twitter, Blogs, Facebook
3.YouTube
4. Depends on the company, their product, their audience (Right)
207 971303
Unit : 2, Group : 2 What is the ultimate goal of a social network marketing plan?
1.To satisfy investors in the company

2.to justify spending in marketing
3.To find investors for a company
4.Drive potential customers to the company and give them an action item to perform (Right)
Page 40 of 71
208 971296 What is the term used for a person who is receiving updates of another Twitter user's updates?•
Unit : 2, Group : 2
1.User
2.
Follower (Right)
3. Connection
4.Friend
209 971299
Unit : 2, Group : 2 What feature does LinkedIn offer for pay accounts?
1.Ability to post pictures

2. Increased abilities to connect directly and send messages to people (Right)
3. Ability to post in Groups and create a Group
4. Ability to block users
210 971306
Unit : 2, Group : 2 What is a "wiki"?
1.Form of blogging
2.A new social networking site
3.Interconnected and user generated knowledge management systems (Right)
4.A tool for posting to social media networks
211 971372
Unit : 2, Group : 2 What is meant by the concept of "viral" in social media?
1. Social media which is spread to viewers by the consumer, growing in popularity (Right)
2. It is a method of branding a company
3.Advertising which can easily be emailed
4.Marketing advertisements which are not serious
Page 41 of 71
212 971376
Unit : 2, Group : 2 What style of blogging would be most effective for building relationships with
customers?
1. Using the blog only for press releases

213 971300 Why is it important to have a company blog hosted on the company web domain versus a third party blogging site?An:
Unit : 2, Group : 2
1.Required by law
2.Search engine rankings will include hits on the blog as part of the overall website hits (Right)
3.
Requires less effort to maintain
4.Cannot be hacked easily
214 971385
______________ includes all electronics-based information exchanges within or
Unit : 2, Group : 2
between companies and customers.
1. E-commerce
2. E-marketing
3. E-communication
4. E-business (Right)
215 971371
Unit : 2, Group : 2 What is search engine optimization ?
1.Paying for placement on a search engine results page

2.Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings (Right)
3..Optimization of a site so it gets more affiliate revenue
4.Selling memberships to the site
216 971396
Unit : 2, Group : 2 Geotargeting allows an advertising campaign to concentrate on a fixed locale through mobile technology
1. True (Right)
2. False
3.
4.
Page 42 of 71
217 971471
Unit : 2, Group : 2 What is meant by the concept of "viral" in social media?
1. Advertising which can easily be emailed

2.
Marketing advertisements which are not serious
3.Social media which is spread to viewers by the consumer, growing in popularity (Right)
4.It is a method of branding a company
218 971390 The emergence of newer media platforms is eliminating old media.
Unit : 2, Group : 2 1.true
2.false (Right)
3.
4.
219 971380 A website's front - or home page should include ...
Unit : 2, Group : 2
1. A lengthy description of the organization

2.Logos depicting awards the site's designers have received
3.Links to other websites
4. None of these (Right)
220 971301
Unit : 2, Group : 2 What is the general purpose of posting a video blog routinely to YouTube?
1.It allows the company to hard sell its products

2. It allows the company to drive website traffic to its blog
3.
It can be used to disperse the company contact information
Page 43 of 71
221 971384
Today a growing number of appliances and systems operate on digital information.
Unit : 2, Group : 2
For bits to flow from one appliance or location to another requires ___________, a
telecommunications network.
1. customization
2. customerization
3. connectivity (Right)
4. concentration
222 971307
Unit : 2, Group : 2 Which of the following would be leveraging both social network and traditional
marketing?
•
•
•
1. Handing out print advertisements with a coupon for a store

2. A print advertisement in a magazine which drives people to a website where
there is a free trial offer (Right)
3.Posting an advertisement on a message board
4.Hosting a video ad on YouTube not otherwise seen elsewhere
223 971468
Unit : 2, Group : 2 What non financial measure of marketing is important to track?
1.CEO performance
2.Number of new hires in marketing
3.
Number of impressions (Right)
4.
New customer acquisition
Page 44 of 71
224 971308
Unit : 2, Group : 2 How does creating a social network marketing plan differ from a traditional
marketing plan?
1.The brand image should be completely different for social marketing

2.The staff requirements and skill sets for social marketing are different
3.There is no need for a social marketing plan, but social marketing plan is
required for traditional marketing (Right)
4. Other than the method of delivery, a marketing plan either way will be similar
225 971199
Unit : 2, Group : 2 Which of the following is valuable in increasing a page rank ?
1.Paying for placement

2.Static content
226 971304
Unit : 2, Group : 2 What is "guerilla marketing"?
1. Marketing geared towards animal lovers

2.Marketing which relies on time and energy rather than a large dollar budget (Right)
3.Aggressive sales techniques
4.Marketing using a large scale national budget
227 971373
Unit : 2, Group : 2 How can LinkedIn serve the company aside from social network marketing?
1.job openings can easily be dispersed to qualified candidates on LinkedIn (Right)

2.Company pictures can be posted to the profile
3.Negative press about the competition can be easily spread
4.Pricing lists can be posted
Page 45 of 71
228 971391 Emerging technologies will continue to influence consumer behaviour in the future by enabling
Unit : 2, Group : 2 1. Relevance filtering

2. Newspapers
3.Consumer-centricity
4.Measurement (Right)
229 971370
Unit : 2, Group : 2 What type of income statement items are marketing expenses ?
1.Variable Cost
2.Fixed Cost
3.Revenue
4.Cost of Good Sold (Right)
230 971387
A(n) ________________ is a Web site designed to build customer goodwill and to
Unit : 2, Group : 2
supplement other sales channels rather than to sell the company¶s products directly.
1.e-mail and Webcasting site

2. corporate Web site (Right)
3. online advertising or promotion Web site
4.Web community site
231 971394 Paid advertising based on a per-click model is called
Unit : 2, Group : 2
Source advertising Sponsored search-engine advertising ICT indicators Feedback Search Engine Optimization
1. Source advertising
Source advertising
2. Sponsored search-engine advertising (Right)

3.ICT indicators
4.Search Engine Optimization
232 971379 In website development, which is the most important aspect?
Unit : 2, Group : 2
1.Navigation
2.Usability
3.Appearance
4. It is impossible to say which is the most important aspect (Right)
Page 46 of 71
233 971388
Unit : 2, Group : 2
The label we use to call the current version of the Internet that allows users to interact with senders
is ________.
1. Web 1.0
2. Web 2.0 (Right)
3.Web 3.0
4. Facebook
234 971382
All of the following would be considered to be specific forces that underlie the new
Unit : 2, Group : 2
Internet age EXCEPT:
1. digitalization and connectivity.

2.the explosion of the Internet.
3. customization and customerization.
4. increasing affluence and income in the United States. (Right)
235 971386
Within e-markets, marketplaces have become:
Unit : 2, Group : 2
1. market regions.
2.market zones.
3.market spaces. (Right)
4. market dynamos.
Page 47 of 71
236 971393
Unit : 2, Group : 2
Which of the following are online advertising methods
through which advertisers attempt to drive traffic to Internet
sites
1.Banner
2.SEM
3.SEO (Right)
4.CPC
237 971131
Unit : 2, Group : 2
Larger social networking sites
1. will force niche social networks out of business.

2. set social media trends. (Right)
3. are expected to see declining growth rates.
4. are a better fit for most nonprofit organizations.
238 971374 What is a "call to action"?
Unit : 2, Group : 2
1.Giving an advertisement's receiver a specific direction such as 'visit the site' (Right)
2.Using telemarketing to reach out to potential customers
3. Defaming the competition
4.Creating a new marketing campaign
Page 48 of 71
239 971302
Unit : 2, Group : 2 What is the general purpose of posting a video blog routinely to YouTube?
1.It allows the company to hard sell its products

2. It allows the company to drive website traffic to its blog
3.It can be used to disperse the company contact information
240 971383
Which of the following best characterizes digital information?
Unit : 2, Group : 2
1. a stream of zeros and ones, or bits (Right)

2. something made possible by high speed printers and color reproduction
3. information in virtual space
4.three-dimensional space containing compacted data
241 971305
Unit : 2, Group : 2 How does YouTube serve a dual purpose in social media marketing?
1.It can be used as a company blog as well as video advertisements

2.It can be used for company pictures and videos
3.It can be used to host the company website as well as videos
4.It can be used as the forum for dispersing company videos, as well as a
host when embedding videos in sites outside of YouTube (Right)
242 971411
. In customerization, the company leaves it to individual customers to design the
Unit : 2, Group : 3
offering
1.true (Right)
2.false
3.
4.
243 971413 which one of the following does NOT help in improving of social media engagement
Unit : 2, Group : 3 1.Ask Questions Creatively

2.Organize Unique Contests
3.Tag People in Curated Content
4.posting blogs after every one minute (Right)
Page 49 of 71
244 971458
This is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies
Unit : 2, Group : 3 and or systems:
1.Electronic marketing. (Right)

2. Interactive marketing.
3. Internet marketing.
4.Direct marketing
245 971399 One advantage of Mobile marketing is that it is not
Unit : 2, Group : 3 1.Place-based media

2.Inferior in its creative possibilities
3. Dependent on GPS systems
4.Prone to security breaches (Right)
246 971408
If Coca-Cola were to pay Web surfers a small fee to watch their ads, these ads would
Unit : 2, Group : 3
be called:
1. interstitials.
2.content sponsorships.
3.banner ads.
4.browser ads (Right)
247 971444 Which of the following is NOT a result of the convergence of real and digital worlds?
Unit : 2, Group : 3 1.Connecting with individuals and learning about their personal preferences
2.An emphasis on socially "networked" communities that link users with common interests.
3.Linking social media to marketing actions.
4.Gathering data about consumers from newspaper, magazine, and TV advertising (Right)
5.An increased emphasis on measuring the marketing return on investment for social media initiatives.
248 971459
This operates algorithmically or using a mixture of algorithmic and human input to collect, index, store and retrieve information on the web (e.g. web
Unit : 2, Group : 3 pages, images, information and other types of files). It makes the information available to users in a manageable and meaningful way in response to a
search query. This is referred to as:
1. Banner ads.
2. Pop-up ads.
3.A search engine. (Right)
4.Apps.
Page 50 of 71
249 971400 The statistics on unique visitors on a mobile device are highly reliable
Unit : 2, Group : 3 1.true (Right)

2.false
3.
4.
250 971418
In the first 10 years, the web was heavily used as a static publishing and/or retailing (transactional) channel. This was known as:
Unit : 2, Group : 3
1.Web 2.0.
2.Web 1.0. (Right)
3.Web publishing.
4.Static web.
251 971407
Which of the following Web sites is the best illustration of a Web community?
Unit : 2, Group : 3
a.
b.
c.
d.
1.Ben & Jerry¶s Ice Cream²www.benjerry.com.

2. Nike²www.nike.com.
3. Hallmark Greeting Cards²www.hallmark.com.
4. iVillage²www.ivillage.com. (Right)
252 971414
Which of the following most accurately describes a transaction wherein online
Unit : 2, Group : 3
selling of goods and services goes to final consumers?
1. B2C (Right)
2. B2B
3.C2B
4. C2C
Page 51 of 71
253 971415
Marketing that moves away from a transaction-based effort to a conversation (i.e. two-way dialogue) and can be described as a situation or
Unit : 2, Group : 3 mechanism through which marketers and a customer (e.g. stakeholders) interact usually in real-time is known as:
1.Digital marketing.
2. Interactive marketing. (Right)
3. Direct marketing.
4. Electronic marketing.
254 971460 _______ was one of the first uses of the Internet and is still the most popular use, accounting for most of the traffic on the Internet.
Unit : 2, Group : 3
1. Blogs
2. Chat rooms (Right)
3. E-Mail
4.Discussion Boards
255 971402 One strength of using mobiles in a media plan is that they
Unit : 2, Group : 3 1.Are more important than TV as a medium

2.Are efficient on slower networks
3.Allow a social peer group to spread an idea quickly (Right)
4.Have short and fleeting messages
256 971420
An advertising model used in which advertisers pay their host only when their sponsored ad or link is clicked, is called:
Unit : 2, Group : 3

2.Contextual Advertising.
257 971441 The social media website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes"
with them is referred to as:
Unit : 2, Group : 3
1.Twitter.
2.Vimeo.
3.Facebook (Right)
4.)LinkedIn.
258 971397 One advantage of Mobile marketing is that it is not Prone to security breaches
Unit : 2, Group : 3 1.Place-based media

Page 52 of 71
259 971439
Marketers use social media to reach college students
Unit : 2, Group : 3
1.talking to students on their mobile phones is the best way to reach them.
4.students prefer the brands their parents buy.
260 971401 One weakness of using mobiles in a media plan is
Unit : 2, Group : 3 1.The message is long-lived

2.All devices are standardized for easy use across operating systems
3.Rich content delivery is better than on a computer (Right)
4.Privacy issues are of great concern among mobile users
261 971419
A form of marketing communications that uses Internet-based resources for the purpose of advertising, delivering messages to drive traffic to a
Unit : 2, Group : 3 website ('click-through rate') and also encourage trial, purchase, or repeat-purchase activity is called:
1.Search marketing.
2.E-mail marketing.
3.Internet advertising. (Right)
4.Social web marketing.
262 971405 Effective word of mouth advertising
Unit : 2, Group : 3 1. True

(Right)
2. False
3.
4.
263 971422
Four elements that distinguish mobile marketing from traditional mass marketing are: scope of audience, type and format of messages, ___________,
Unit : 2, Group : 3 and response tracking.
1.location-based targeting (Right)

2.wide coverage
3.mass distribution
Page 53 of 71
264 971412 The content of viral marketing has a quick pass through rate
Unit : 2, Group : 3 1.true (Right)

2.false
3.
4.
265 971463 Conversation is a defining characteristic of social media today.
Unit : 2, Group : 3
1.true (Right)
2.false
3.
4.
266 971440 n terms of media richness, social media rated highest in media richness are:
Unit : 2, Group : 3 1.web pages with words only.

2.web pages that include animations. (Right)
3.always high in self-disclosure.
4.web pages with videos only.E)never high in self-disclosure.
267 971465 ---------------------------is a process of getting traffic from the ³free,´³organic,´³editorial´or ³natural´search results on search engines. .
Unit : 2, Group : 3 1.SEO (Right)

2.PPC
3.CPM
4.SEM
268 971404 Choose two strengths from the options below of using social media in the media plan
Unit : 2, Group : 3 1. Needs few resources

2.Is low-cost on a Pay-per-click basis
3.Develops customer relationships and builds brand loyalty
4.Effective word of mouth advertising (Right)
269 971406 Online gaming sites are a fast and efficient ways for companies to promote their products
Unit : 2, Group : 3 1.TRUE (Right)

2.FALSE
3.
4.
270 971410
. One study found that a Web site must capture a Web surfer¶s attention within eight
Unit : 2, Group : 3
seconds or lose them to another site. Which of the following e-commerce challenges
most appropriately corresponds with this statement?
1.ethical concerns
2.security
3.skewed user demographics and psychographics
4.chaos and clutter (Right)
Page 54 of 71
271 971464 Web 2.0 is a term used to describe major technological shifts or improvements in the Web.
Unit : 2, Group : 3
1.true (Right)
2.false
3.
4.
272 971437 Marketers use social media to reach college-age students because:
Unit : 2, Group : 3 1.talking to students on their mobile phones is the best way to reach them.
4.students prefer the brands their parents buy.
273 971443 A fixed amount of money paid to the site for every sale that originated from an ad posted on that site refers to:
Unit : 2, Group : 3 1.online measure.

2.cost per thousand.
3.negotiated measure.
4.cost per click.
5.cost per action. (Right)
274 971409
Which of the following marketing practices would be about the same thing as the
Unit : 2, Group : 3
Internet practice of viral marketing?
1. coupon clipping
2. word-of-mouth marketing (Right)
3.disintermediation
4. tele-marketing
275 971398
Unit : 2, Group : 3 One advantage of Mobile marketing is that it is not
1.Place-based media
276 971416
Which of the following is not a type of digital marketing activity?
Unit : 2, Group : 3
1. Email marketing.
3. Print advert. (Right)
4.Viral marketing.
Page 55 of 71
277 971466 -----------------------is a principles-based method for measuring extra-financial value (i.e., environmental and social value not currently reflected in
conventional financial accounts) relative to resources invested.
Unit : 2, Group : 3
1.SEO (SEARCH ENGINE OPTIMIZATION)
2.SEM ( SEARCH ENGINE MARKETING)
3.SMM (SOCIAL MEDIA MARKETING)
4.SROI (SOCIAL RETURN ON INVESTMENT) (Right)
278 971461 In social media, what type of marketing has become important for advertisers?
Unit : 2, Group : 3
1. E-mailed handbills and online press kits
2.Word-of-mouth, or buzz marketing (Right)
3.Electronic ads
4.Product placement
279 971421
A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called:
Unit : 2, Group : 3
1.Search marketing.
2.Internet advertising.
3.Permission-based email marketing. (Right)
280 971467 ------------------------ is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine result
pages (SERPs) primarily through paid advertising.
Unit : 2, Group : 3
1.Search engine marketing (Right)
2.Search engine optimization
3.social media marketing
4.
281 971403 What is unique about social media marketing?
Unit : 2, Group : 3 1. Generates contacts quickly

2.Can combine game and other elements
3.Interactive communication
282 971417
_ is a form of marketing communications that uses the internet for the purpose of advertising-delivering marketing messages to increase website traffic
Unit : 2, Group : 3 (i.e. click-through) and encourage product trial, purchase, and repeat purchase activity (i.e. conversion)..
1. Internet marketing (Right)

2. Search marketing
3.Email marketing
4.Mobile marketing
Page 56 of 71
283 971114
This refers to branded software applications for mobile devices that consumers use to access added-value information, customer service and/or
Unit : 3, Group : 1 entertainment where and when they want it:
1.WAP sites.
2.Apps. (Right)
3. IVR.
4.Viral.
284 971157 Which of the following might find it most advisable to have some or all of their website's content translated into languages other than English?
Unit : 3, Group : 1 1.A University

2.A pure-play online retailer
3.A London-based private hospital (Right)
4.The manufacturer of garden machinery
285 971108
A form of marketing communications that uses Internet-based resources for the purpose of advertising, delivering messages to drive traffic to a
Unit : 3, Group : 1 website ('click-through rate') and also encourage trial, purchase, or repeat-purchase activity is called:
1.Search marketing.
2. E-mail marketing.
3.Internet advertising. (Right)
286 971110
A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called:
Unit : 3, Group : 1
1.Search marketing.
3. Permission-based email marketing. (Right)
287 971142 In website development, which is the most important aspect?
Unit : 3, Group : 1 1.Navigation

2.Usability
3.Appearance
4.It is impossible to say which is the most important aspect (Right)
288 971163 The main focus of the BBC website is in which category?
Unit : 3, Group : 1
1.Social network.
2.Relationship-building.
3.Brand-building.
4.Media or publisher. (Right)
5.Transactional
6.None of the above.
Page 57 of 71
289 971106
In the first 10 years, the web was heavily used as a static publishing and/or retailing (transactional) channel. This was known as:
Unit : 3, Group : 1
1.Web 2.0.
2.Web 1.0. (Right)
3.Web publishing.
4.Static web.
290 971087 A typical conversion rate from visitor to sale or lead for a retail, travel or financial services website is in the range of 20 to 35 percent.
Unit : 3, Group : 1 1.True

2.False (Right)
3.
4.
291 971105
________ is a form of marketing communications that uses the internet for the purpose of advertising-delivering marketing messages to increase
Unit : 3, Group : 1 website traffic (i.e. click-through) and encourage product trial, purchase, and repeat purchase activity (i.e. conversion)..

2.Search marketing
3.Email marketing
4.Mobile marketing
292 971212 The benefit of digital marketing that involves interactivity with web users, for example through survey and polls, is known as the ______ benefit.
Unit : 3, Group : 1 1.save

2.speak (Right)
3.sizzle
4.sell
5.serve
293 971201 The main outcome that is required from a transactional e-commerce website is:
Unit : 3, Group : 1 1.To achieve an online sale. (Right)

2.To connect the audience with relevant content.
3.To increase engagement with the audience.
4.To generate potential sales leads which are likely to be converted offline.
294 971111
____________ is a form of digital marketing that describes the use of the social web and social media (e.g. social networks, online communities, blogs
Unit : 3, Group : 1 or wikis) or any online collaborative technology for marketing activities, be it sales, public relations, research, distribution or customer service.
1.Pay Per Click (PPC)

2.Digital Asset Optimization (DAO)
3.Social Media Marketing (SMM) (Right)
4.Search Engine Optimization (SEO)
Page 58 of 71
295 971126 Visitor conversion effectiveness is a good indicator of:
Unit : 3, Group : 1 1.website design effectiveness. (Right)

2.offline marketing effectiveness.
3.the capability to convert visitors to third-party websites to a destination website
4.overall business contribution of an e-commerce website.
296 971211 E-commerce is generally understood to be identical to e-business.

2.False (Right)
3.
4.
297 971213 ______________ is a digital communications technique which involves improving visibility and monitoring sentiment within social networks and blogs.
Unit : 3, Group : 1
______________ is a digital communications technique which

involves improving visibility and monitoring sentiment within
social networks and blogs.
______________ is a digital communications technique which

involves improving visibility and monitoring sentiment within
social networks and blogs.
1.Email Marketing
2.E-PR (Right)
3.Display advertising
4.None of the above
298 971088 A free tool available to determine search demand for products and services in a market is:
Unit : 3, Group : 1 1.Google Keyword Tool

2.Google Trends.
3.Google Insights for Search.
Page 59 of 71
299 971122 Reintermediation describes:
Unit : 3, Group : 1 1.the introduction of new intermediaries within the channel structure. (Right)
2.the introduction of new manufacturers within the channel structure.
3.the removal of intermediaries from the channel structure.
4.both the first and third answer above.
300 971145 Website development should be considered a project because ...
Unit : 3, Group : 1 1.Once the website is complete, there is nothing more to do

2.It helps with determining the budget
3.It helps with the planning of the site's development
4.It should not be treated as a project (Right)
301 971133
Which of the following is not an issue that marketers need to consider when using digital resources for marketing activities?
Unit : 3, Group : 1
1.Jurisdiction.
2.Disclosure. (Right)
3.Ownership.
4.Permissions.
302 971139
This operates algorithmically or using a mixture of algorithmic and human input to collect, index, store and retrieve information on the web (e.g. web
Unit : 3, Group : 1 pages, images, information and other types of files). It makes the information available to users in a manageable and meaningful way in response to a
search query. This is referred to as:
1.Banner ads
2. Pop-up ads.
3.A search engine. (Right)
4. Apps.
303 971086 A gateway website with services such as search, directories and content which serves a wide range of audience is a:
Unit : 3, Group : 1 1.vertical portal.

2.geographical portal.
3.horizontal portal. (Right)
4.
304 971118 Which is not one of the elements of a company's external micro-environment that need to be assessed during situation analysis for digital marketing?
Unit : 3, Group : 1 1.Supplier analysis. (Right)

2.Competitor analysis.
3.Intermediary analysis.
4.Demand analysis.
305 971167 The website of a business-to-business company which does not sell online belongs in which category of website?
Unit : 3, Group : 1 1.Brand-building.

2.Transactional.
3.Relationship-building. (Right)
4.Social network.
5.Media or publisher.
Page 60 of 71
306 971203 The main outcome that is required from a website offering laser eye treatment is:
Unit : 3, Group : 1 1.to connect the audience with relevant content.

2.to increase engagement with the audience.
3.to generate potential sales leads which are likely to be converted offline. (Right)
4.to achieve a sale.
307 971165 The main emphasis of the Amazon website belongs in which category?
Unit : 3, Group : 1 1.Relationship-building.

2.Social network
3.Transactional. (Right)
308 971208 Marketing is the management process responsible for ______, anticipating and satisfying customer requirements profitably.
Unit : 3, Group : 1 1.supplying

2.researching
3.listening to
4.identifying (Right)
5.None of the answers given are correct.
309 971132
This is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies
Unit : 3, Group : 1 and or systems:
1.Electronic marketing. (Right)

2. Interactive marketing.
3. Internet marketing.
4.Direct marketing.
310 971085 A typical countermediation response is:
Unit : 3, Group : 1 1.creating a new distributor that is independently positioned.

2.bypassing an existing distributor.
3.purchasing an existing distributor.
4.the first and third answers. (Right)
311 971135
Which of the following refers to unsolicited electronic messages?
Unit : 3, Group : 1
1.Opt-in email.
2.Consent marketing.
3.Spam. (Right)
4.Opt-out email.
312 971205 The main outcome that is required from a publisher's website is:
Unit : 3, Group : 1 1.to achieve a sale.

2.to connect the audience with relevant content.
3.to increase engagement with the audience. (Right)
4.to generate potential sales leads which are likely to be converted offline.
Page 61 of 71
313 971134
Which of the following is not one of major considerations when using internet advertising to increase brand awareness and encourage click-through to
Unit : 3, Group : 1 a target site?
1.Cost.
2.Intrusive.
3.Interactivity. (Right)
4.Timeliness.
314 971136
A database of information that is maintained by human editors and lists websites by category and subcategory with categorization is known as:
Unit : 3, Group : 1
1.A search directory. (Right)

2.Automated voice response (AVR).
3.Apps.
4.SEO.
315 971168 Delivering e-mail based customer support is an example of:
Unit : 3, Group : 1 1.Anticipating customer requirements

2.Identifying customer requirements.
3.Satisfying customer requirements. (Right)
316 971138
The next iteration of the web, which will be characterized by the web becoming artificially intelligent, thereby recognizing links and relationships
Unit : 3, Group : 1 between data sources, allowing the prediction of audience response and greater audience targeting. This is referred to as:
1.Web 3.0. (Right)

2.Web 2.0
3.Web 1.0.
4.Web 4.0.
317 971125 To determine demand for digital services in a market, companies should survey:
Unit : 3, Group : 1 1.those who use the Internet to inform their buying decision but may buy offline.
2.those who purchase online.
3.those who have access to the Internet.
4.the number in the market.
5.All of the above. (Right)
318 971210 E-commerce is:
Unit : 3, Group : 1 1.an organisation using electronic media to purchase from to its suppliers.
2.an organisation using electronic media to sell direct to its customers
3.any electronically mediated communication between an organisation and its stakeholders. (Right)
4.the use of electronic communications for all business processes.
Page 62 of 71
319 971137
This attempts to improve rankings for relevant keywords in search results by improving a website's structure and content:
Unit : 3, Group : 1
1.SEM.
2.SEO. (Right)
3.SST.
4.SFA.
320 971155 In terms of meeting a website's objectives, what is the only reason for content written by an 'amateur' being considered as effective for that website?
Unit : 3, Group : 1 1.It is inexpensive, and so keeps the website within budget
2.The grammar and spelling will be excellent, and so enhances the reader's experience
3.They know what they are writing about
4.If the writer's passion for the subject enhances the reader's experience (Right)
321 971198 Which of these is the least important member of the decision-making unit to target in direct mail?
Unit : 3, Group : 1 1.Deciders.

2.Influencers.
3.Buyers.
4.Users. (Right)
322 971209 E-business is:
Unit : 3, Group : 1 1.an organisation using electronic media to purchase from to its suppliers.
2.any electronically mediated communication between an organisation and its stakeholders.
3.an organisation using electronic media to sell direct to its customers.
4.the use of electronic communications for all business processes. (Right)
323 971109
An advertising model used in which advertisers pay their host only when their sponsored ad or link is clicked, is called:
Unit : 3, Group : 1

2.Contextual Advertising
324 971103
Marketing that moves away from a transaction-based effort to a conversation (i.e. two-way dialogue) and can be described as a situation or
Unit : 3, Group : 1 mechanism through which marketers and a customer (e.g. stakeholders) interact usually in real-time is known as:
1.Digital marketing.
2.Interactive marketing. (Right)
3.Direct marketing.
4.Electronic marketing.
Page 63 of 71
325 971107
The development of digital media and the rise of Web 2.0 (i.e. the social web) technology saw a further evolution in marketing away from a hierarchical
Unit : 3, Group : 1 one-sided mass communication model. Web 2.0 used more participatory technologies, (e.g. social channels and online communities), rather than just
information or transactional channels. What is the focus of this social web?
1.Marketer.
2.User. (Right)
3.System.
4.Web platform.
326 971127 Which of these is the typical sequence of activities in the buying process?
Unit : 3, Group : 1 1.Supplier search, awareness, evaluation, decision.

2.Evaluation, awareness, supplier search, decision.
3.Awareness, supplier search, decision, evaluation.
4.Awareness, supplier search, evaluation, decision (Right)
327 971144 'Reactive' or 'responsive' websites ...
Unit : 3, Group : 1 1.Are used only on mobile devices with small screens
2.Automatically adjust their size to suit the size of the screen it is being viewed on (Right)
3.Are used only on PCs and laptops with bigger screens
4.Are good for websites that use a lot of 'Flash' type technology
328 971104
Which of the following is not a type of digital marketing activity?
Unit : 3, Group : 1
1.Email marketing.
3.Print advert. (Right)
4.Viral marketing.
329 971113
Websites translated for wireless devices to access and download content and to display adverts are known as:
Unit : 3, Group : 1
1.GPS
2.IVR
3.WAP sites (Right)
4.Apps
330 971143 A website's front - or home page should include ...
Unit : 3, Group : 1 1.A lengthy description of the organization

2.Logos depicting awards the site's designers have received
3.Links to other websites
4.None of these (Right)
Page 64 of 71
331 971112
Four elements that distinguish mobile marketing from traditional mass marketing are: scope of audience, type and format of messages, ___________,
Unit : 3, Group : 1 and response tracking.
1.location-based targeting (Right)

2.wide coverage
3.mass distribution
332 971119 Disintermediation describes:
Unit : 3, Group : 1 1.the introduction of new intermediaries within the channel structure.
2.the removal of intermediaries from the channel structure. (Right)
3.both the first and third answer above.
333 971152 Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online. ____________
is the depth or detail of information which is both collected about the customer and provided to the customer.
Unit : 3, Group : 2
1.Affiliation
2.Reach
3.Richness (Right)
4.
334 971234 What concept in paid search advertising Google AdWords refers to one of the main elements of Quality Score which impacts the position the ad is
displayed?
Unit : 3, Group : 2
1.Click-through rate. (Right)
2.Maximum Cost Per Click (CPC)
3.Quality Score.
4.
335 971180 Mass customisation is the use of technology to:
Unit : 3, Group : 2 1.deliver offers and products tailored for individuals.

2.deliver offers and products tailored for prospects.
3.deliver offers and products tailored for individuals or segments. (Right)
4.
336 971248 This characteristic of digital media known as ______ describes the concepts of mass-customisation and personalisation
Unit : 3, Group : 2 1.one-to-many to many-to-many communications

2.push to pull
3.one-to-many to one-to-some and one-to-one (Right)
4.monologue to dialogue to trialogue
337 971175 ______ is a key e-CRM technique to follow-up a customer when they abandon a shopping cart to encourage them to buy
Unit : 3, Group : 2 1.Referral, recommendation or advocacy

2.Reactivation
3.Personalisation
4.None of the above (Right)
Page 65 of 71
338 971092 Matching of internal resources against external demands forms part of:
Unit : 3, Group : 2 1.strategy definition.

2.strategic analysis. (Right)
3.
4.
339 971179 What is the typical relationship between satisfaction and loyalty?
Unit : 3, Group : 2 1.Satisfaction determines loyalty. (Right)

2.There is no relationship between satisfaction and loyalty
3.Loyalty determines satisfaction
4.
340 971178 In e-CRM, customer acquisition means:
Unit : 3, Group : 2 1.encouraging customers to purchase further products through personalised web and e-mail communications
2.attracting customers in the target profile to your website and encouraging them to opt-in. (Right)
3.identifying the appropriate customers to target.
4.
341 971214 Which information would typically be most useful when profiling to deliver a relevant message to a consumer of a business service?
Unit : 3, Group : 2 1.Business sector

2.Position of business person in buying process.
3.Not possible to say; all of the above. (Right)
4.
342 971177 In e-CRM, customer retention refers to:
Unit : 3, Group : 2 1.tailoring of messages in line with customer preferences and behaviours.
2.monitoring of customer response to inform future messages
3.a communications strategy with existing customers to deliver messages through e-mail, SMS and traditional media
4.All of the above. (Right)
343 971260 Content is the element of the online value proposition which refers to:
Unit : 3, Group : 2 1.favourable online promotions and offers.

2.in-depth relevant content. (Right)
3.
4.
344 971220 Permission marketing is also known as interruption marketing.

2.False (Right)
3.
4.
345 971223 What form of marketing is particularly suited to generating awareness about a brand or promotion?
Unit : 3, Group : 2 1.E-mail marketing.

2.Viral marketing. (Right)
3.Permission marketing
4.
Page 66 of 71
346 971225 Meta tags are:
Unit : 3, Group : 2 1.the title of the browser window for a particular web page.
2.the keywords forming search terms which are typed into search engines.
3.hidden codes in the HTML indicating the content of a website. (Right)
4.
347 971227 The performance-based affiliate marketing model of paying for leads or sales is usually charged in which way?
Unit : 3, Group : 2 1.Cost per Thousand (CPM).

2.Cost Per Acquisition (CPA). (Right)
3.Earnings Per Click (EPC).
4.
348 971231 An e-mail newsletter is always used for customer retention.

2.False (Right)
3.
4.
349 971265 The _______________ customer concern from the 4Cs is equivalent to the Place element of the marketing mix
Unit : 3, Group : 2 1.Convenience (Right)

2.None of the above
3.Cost
4.Communications techniques
350 971150 Jevons and Gabbott (2000) were referring to the ____________ element of the mix when they said: µonline, the first-hand experience of the brand is a
more powerful token of trust than the perception of the brand¶
Unit : 3, Group : 2
1.Place
2.Price
3.Promotion
4.Product (Right)
351 971218 ______ data is information about the purpose of communications to the customer
Unit : 3, Group : 2 1.Transactional data

2.Behavioural data
3.Campaign history (Right)
4.
352 971232 What important concept in Search Engine Optimisation (SEO) refers to a key ranking factor which is the number of other pages on the web referring to a
page through a hyperlink?
Unit : 3, Group : 2
1.Back-links (Right)
2.Link anchor text.
3.The 'title' attribute of a page
4.
353 971101 Reintermediation describes:
Unit : 3, Group : 2 1.the introduction of new intermediaries within the channel structure. (Right)
2.the introduction of new manufacturers within the channel structure.
3.
4.
Page 67 of 71
354 971470 The most important campaign measure is cost-per acquisition

2.False (Right)
3.
4.
355 971098 Average order value is an example of an efficiency metric from the balanced scorecard.

2.FALSE
3.
4.
356 971245 Chaffey and Smith (2008) refer to the relevance of timing for traffic building. They say:
Some e-marketers may consider traffic building to be a ______ process, but others may view it as a specific campaign, perhaps to launch a website or
Unit : 3, Group : 2 a major enhancement.
1.complex
2.interactive
3.continuous (Right)
4.
357 971309 The degree to which an ad placed within this specific media is able to target a specific group of people is an example of the ______ characteristic of
media suitability.
Unit : 3, Group : 2
1.time
2.place
3.response
4.coverage (Right)
358 971236 What concept in paid search advertising Google AdWords refers to the amount bid by the advertiser?
Unit : 3, Group : 2 1.Content network

2.Maximum cost per click (CPC) (Right)
3.Click-through rate
4.None of the above
359 971096 For an existing organisation, typical stages of e-commerce development are:
Unit : 3, Group : 2 1.image and product information, customer support, transactions, information collection.
2.information collection, image and product information, customer support, transactions.
3.None of the above. (Right)
4.
360 971264 The _______________ customer concern from the 4Cs is equivalent to the Price element of the marketing mix
Unit : 3, Group : 2 1.Communications techniques

2.Convenience
3.None of the above
4.Cost (Right)
361 971091 Using a digital channel to offer new product variants or extended products is an example of:
Unit : 3, Group : 2 1.diversification.

2.product development. (Right)
3.
4.
Page 68 of 71
362 971176 ______ is a key e-CRM technique to tailor messages according to stated preferences or observed buyer behaviour
Unit : 3, Group : 2 1.Personalisation (Right)

2.Retention
3.Reactivation
4.
363 971240 ______ is the concept in online advertising that refers to ads being displayed on multiple websites through a single contact point, typically targeted by
demographic characteristics.
Unit : 3, Group : 2
1.Ad network (Right)
2.Microsite
3.Run-of-site
4.
364 971149 Ghosh (1998) describes methods of creating digital value by adding to the _____________ element of the mix by asking questions such as ³can I offer
additional information or transaction services to my existing customer base?´
Unit : 3, Group : 2
1.Place
2.Price
3.Product (Right)
4.
365 971182 The concept of opt-in typically involves:
Unit : 3, Group : 2 1.the customer agreeing to receive marketing communications.

2.profiling a customer's interests and value to an organisation.
3.the customer proactively selecting opt-in.
4.All of the Above (Right)
366 971221 Online communities or social networks can assist with CRM through:
Unit : 3, Group : 2 1.profiling customers.

2.researching customer perceptions about products (Right)
3.advertising.
4.
367 971246 What type of digital marketing communications goal involves setting targets for the number of unique visitors or visitor sessions?
Unit : 3, Group : 2 1.Conversion marketing and engagement.

2.Traffic-building (Right)
3.Third-party websites.
4.
368 971093 The direct online revenue contribution will be of most relevance to:
Unit : 3, Group : 2 1.an online grocery retailer. (Right)

2.a beverages brand.
3.
4.
369 971174 Ghosh (1998) describes methods of creating digital value by adding to the _____________ element of the mix by asking questions such as ³Can I address
the needs of new customer segments by repackaging my current information assets or by creating new business propositions using the Internet? ´
Unit : 3, Group : 2
1.Promotion
2.Price
3.Place
4.Product (Right)
Page 69 of 71
370 971244 Personalisation is the characteristic of digital media which refers to ______
Unit : 3, Group : 2 1.assessing the behaviour of website users in real time

2.profiling customers in real-time
3.including both a push and pull mechanism to communications
4.the tailoring of content in real-time on the website (Right)
371 971097 SMART stands for: Specific, Measurable, Actionable, Relevant and Tangible

2.False (Right)
3.
4.
372 971229 The online communications technique of search engine optimisation (SEO) is aimed at achieving/gaining:
Unit : 3, Group : 2 1.a good ranking in sponsored listings of the search engines. (Right)
2.a good ranking in the organic or natural listings of search engines.
3.a position in web site directories
4.All of the above.
373 971469 Attribution is important since it helps companies determine which of their media investments are most effective in encouraging online leads and sales
through considering complex customer journeys where customers consume different media on the path to purchaseAttribution is important since it
Unit : 3, Group : 2 helps companies determine which of their media investments are most effective in encouraging online leads and sales through considering complex
customer journeys where customers consume different media on the path to purchase
1.True (Right)
2.False
3.
4.
374 971090 Targeting overseas markets through the online channel is an example of:
Unit : 3, Group : 2 1.product development.

2.market penetration.
3.market development. (Right)
4.
375 971241 Cookies are used in digital advertising for
Unit : 3, Group : 2 1.Affiliate marketing

2.Re-marketing / Behavioural targeting
3.Serving different ad versions in a sequence of ads
376 971258 Customisation of experience is the element of the online value proposition which refers to:
Unit : 3, Group : 2 1.participation and interaction.

2.favourable online promotions and offers.
3.personalisation of content and services. (Right)
4.
Page 70 of 71
377 971094 _________is a technique for strategic analysis focusing on assessment of propensity for different e-commerce services.
Unit : 3, Group : 2 1.SWOT analysis

2.Demand analysis (Right)
3.
4.
378 971222 Paid search marketing (e.g. Google AdWords) is usually purchased on which basis?
Unit : 3, Group : 2 1.Pay Per Click (PPC) (Right)

2.Earnings Per Click (EPC)
3.Cost Per Acquisition (CPA)
4.
379 971102 The emergent approach to strategy involves an interrelated development of strategy analysis and development.

2.FALSE
3.
4.
380 971170 Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online. ____________
refers to whose interest the selling organisation represents ±consumers or suppliers
Unit : 3, Group : 2
1.Richness
2.Reach
3.Affiliation (Right)
4.
381 971172 Match the definition to the issue relating to Place in the online marketing mix. ____________ refers to the creation of country or region-specific content
(often involving translation)
Unit : 3, Group : 2
1.Disintermediation
2.Countermediation
3.Localisation (Right)
4.
382 971238 ______ is an element of online PR that involves regularly updated posts about company activities in a format similar to online services such as Blogger
and Wordpress
Unit : 3, Group : 2
1.Link building
2.Reputation management
3.Blogging (Right)
4.
383 971261 Myers et al. (2004) say:
customers may always be right, but allowing them to follow their own preferences often increases a company's costs while leaving untapped
Unit : 3, Group : 2 opportunities to boost revenues. Instead customers [segments with different characteristics and value] must be guided to the right mix of ______ for
each product or service.
1.portals
2.channels (Right)
3.
4.
Page 71 of 71
384 971099 Upward trending customer satisfaction or advocacy ratings, such as the Net Promoter Score, are an example of a leading performance indicator.

2.FALSE
3.
4.

Quiz Bat 655 PDF

Uploaded by

Copyright:

Available Formats

You might also like

Quiz Bat 655 PDF

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Quiz Bat 655 PDF

Uploaded by

Copyright:

Available Formats

Question Details of Subject :QUIZ-BAT-655

QNo Question Id Question Description

1.Internet marketing (Right)

Facebook targets large brands and companies with

Marketers use social media to reach college-age

1.Web 3.0 (Right)

Which network should a company adopt on social

1.A search directory (Right)

Unit : 1, Group : 1 1.online measure.

Unit : 1, Group : 1 Which of the following refers to unsolicited electronic messages?

Unit : 1, Group : 1 1.MySpace (Right)

Social networks have an enormous information

1. The number of followers

Which social network is considered the most

Unit : 1, Group : 1 1. they will lead to an increase in Internet traffic.

Unit : 1, Group : 1 1.apps. (Right)

What is the term adopted for updates by Twitter

1.E-mailed handbills and online press kits

Social networks are organized primarily around

Larger social networking sites

Unit : 1, Group : 1 1.College Students (Right)

1.Search Engine Optimization (SEO).

1.Pay Per Click (PPC)

The first step when marketing with social networks

Unit : 1, Group : 1 1.Facebook (Right)

Unit : 1, Group : 2 1.It tells customers what products to buy

Unit : 1, Group : 2 1.Random strangers who found the company

Unit : 1, Group : 2 1.Testing of 2 different products

Unit : 1, Group : 2 1.The number of followers

Unit : 1, Group : 2 1.It has not yet been widely accepted

Unit : 1, Group : 2 1.Hire a web specialty firm

Unit : 1, Group : 2 1.Using a witty user name

Unit : 1, Group : 2 1.Media Optimization

Unit : 1, Group : 2 1.Post updates which brag about the company

Unit : 1, Group : 2 1.Video Log

Unit : 1, Group : 2 1.cost to write the plan

Unit : 1, Group : 2 1.To satisfy investors in the company

Unit : 1, Group : 2 1.employees in the marketing department

Unit : 1, Group : 2 1.Video blogs

Unit : 1, Group : 2 1.Posting a luring comment on Twitter to the company site

Unit : 1, Group : 2 1.Managing the marketing staff

Unit : 1, Group : 2 1.Video Blogs

Unit : 1, Group : 2 1.Blogging daily

Unit : 1, Group : 2 1.Generate sales (Right)

Unit : 1, Group : 2 1.CEO performance

Unit : 1, Group : 2 1.Ability to post pictures

Unit : 1, Group : 2 1.Followers

Unit : 1, Group : 2 1.Pay money for a better quality Facebook account

Unit : 1, Group : 2 1.Product, Price, Place, Promotion (Right)

Unit : 1, Group : 2 1.Post updates to the company status

Unit : 1, Group : 2 1.Marketing geared towards animal lovers

Unit : 1, Group : 2 1.Form of blogging

Unit : 1, Group : 2 1.No limit

Unit : 1, Group : 2 1.The act of writing a blog

Unit : 1, Group : 2 1.Write demeaning points about the competition

Unit : 1, Group : 2 1.Several pages in length

Unit : 1, Group : 2 1.New product launches