MKTG3370Exam1Pt2

1.

1 point

______ is a simple type of test frequently used in various marketing media.

Factorial design

A/B split

Control group

2.

1 point

Among the interactive strategies marketers can pursue are:

information, transaction, and personalization.

interaction, profiling, and customization.

transaction, personalization, and collaboration.

3.

1 point

______ is making recommendations to visitors based on preferences provided by similar visitors.

Co-creation

Collaboration

Collaborative filtering

4.

1 point

The key function of the affiliate model is to:

share revenue through banner ads.

manage and distribute software-based services and solutions.

provide financial incentives to partners.

5.

1 point

Which of the following is not a true statement about CLV?

It requires an extensive customer database.

It can be used only by traditional direct marketers.

It is the net present value of the net margin minus the cost of serving a specific customer.

6.

1 point

An important use of customer lifetime value data is:

to determine the allocation of marketing resources to marketing programs.

as a replacement for market segmentation.

to decrease the need for targeting specific customer groups.

7.

1 point

Which of the following is a true statement about data mining?

Data mining routines were developed specifically to deal with the massive amounts of data available from the Internet.

Marketers require the assistance of statisticians to get information from data mining routines.

Data mining can uncover previously unsuspected patterns in the data.

8.

1 point

Important characteristics of a direct-response offer include:

incentive to encourage action.

a call to action.

both of the above.

9.

1 point

______ is the concept that helps the marketer understand how much it costs to acquire, maintain, and service a customer.

Lead generation

Market segmentation

Customer lifetime value

10.

1 point

A company selling shoes online to consumers is following which business model?

Merchant

Aggregation

Brokerage

11.

1 point

The basic direct-response strategies are:

attraction, commitment, and loyalty.

attraction, conversion, and retention.

acquisition, conversion, and retention.

12.

1 point

______ is the term used to describe the marketing activities that involve fulfillment and customer service.

Front end

Inventory management

Back end

13.

1 point

Which of the following is a type of business marketplace?

Consortium

Private exchange

Both of the above

14.

1 point

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

locate the data they needed to execute pre-existing strategies.

develop a model of how much a customer might be expected to spend.

find good locations for new casinos.

15.

1 point

The ______ manages and distributes data on the Internet.

disintermediator

infomediary

portal

16.

1 point

The main function of a portal is to:

provide a huge amount of content.

provide access to the Internet.

provide free services.

17.

1 point

The “best" customer model: called RFM:

helps marketers determine what kinds of new customers to acquire.

is a multiplicative model composed of recency, frequency and monetary value.

both of the above.

18.

1 point

Companies share information within the organization on:

open source networks.

intranets.

extranets.

19.

1 point

The set of tools used to extract useful marketing information quickly from their database is called:

data mining.

statistical program analysis.

automated profiling.

20.

1 point

Possible applications of the Community model include:

fundraising.

open collaboration.

both of the above.

21.

1 point

The Four I’s of Internet marketing include:

involving, interactive.

integrated, immediate.

information-driven, intuitive.

22.

1 point

True statements about testing in the Internet environment are:

testing requires a substantial amount of marketing research.

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

both of the above.

23.

1 point

The type of firm that typically has established capabilities in fulfillment and customer service:

internet marketers.

manufacturers.

direct marketers.

24.

1 point

Among the uses of CLV data to Harrah's is:

to drive programs that increase customer value.

to provide a powerful way to segment markets.

both of the above.

25.

1 point

A hierarchy of interactive activities suggests that ______ is a customer-focused activity that can be pursued after a foundation of less information-intensive activities is built.

building a customer database

market segmentation

personalization

26.

1 point

The advertising model is an extension of which traditional model?

Banner Advertising

Media Broadcast

Marketplace

27.

1 point

RSS feeds are:

used by large corporations to transmit information over the Internet.

a method of syndicating content.

a method of generating revenue from website content.

28.

1 point

A statistical technique to identify underlying patterns in data:

predictive modeling.

provide a huge amount of content.

aggregation.

29.

1 point

One of the most famous examples of the brokerage model:

Yahoo!.

Dell.

eBay.

30.

1 point

Which of the following is an example of the utility model?

Skype

Slashdot

Both of the above

31.

1 point

Objectives of a direct-response marketing program can include:

generating sales leads.

developing brand image.

creating awareness of a product or service.

32.

1 point

Examples of the infomediary business model include:

Amazon.

Yahoo!.

Wall Street Journal Online.

33.

1 point

Benefits of having and utilizing a marketing database include:

being able to construct customer profiles.

not having to perform statistical analysis on the data.

having a single customer database that includes information from other functional areas of the business.

34.

1 point

NIKEiD is an example of:

an interactive website.

product customization.

use of customer database.

35.

1 point

eToys illustrates the following concept:

Internet firms often have large initial investments in technology and order fulfillment facilities.

for the customer, costs of switching from one supplier to another are high.

the importance of various cost elements does not vary greatly from offline to online businesses.

36.

1 point

Which of the following is a true statement about the front end of marketing?

It describes marketing activities that take place prior to the product being introduced to the market.

It includes all the activities most likely to produce satisfied customers.

The front end involves customer acquisition activities.

37.

1 point

Which of the following is a true statement about the front end of marketing?

Front-end activities are the most visible aspects of marketing.

It describes marketing activities that take place prior to the product being introduced to the market.

It includes the activities that are most likely to produce satisfied customers.

38.

1 point

Selling software-based services on the Internet is an example of which type of model?

Manufacturer

Merchant

Brokerage

39.

1 point

Important characteristics of a direct-response offer include:

always having a purchase as the objective.

deffered action on the part of the prospective customer.

a clear call to action.

40.

1 point

Which of the following is a true statement about Internet business models?

Nonprofit organizations and governmental agencies make use of a variety of business models.

The best business models are supported by advertising.

The business models for B2C and B2B markets are different.