01 Jan What are the three

Post MKT305 Unit 8 final exam

Question 1

3 out of 3 points

Which of the following represents a major shift in current marketing practice?

Question 2

3 out of 3 points

A firm using relationship marketing focuses on ________.

Question 3

3 out of 3 points

Which of the following is a facet of customer relationship management (CRM)?

Question 4

3 out of 3 points

As more companies integrate customer relationship management (CRM) and supply chain management (SCM) activities ________.

Question 5

3 out of 3 points

Companies obtain transactional, behavioral, and interaction data about prospects, business customers, and end customers through ________.

Question 6

3 out of 3 points

CRM allows companies to leverage their resources by investing more in the ________ customers.

Question 7

3 out of 3 points

Important tools that aid firms in customizing products to groups of customers or individuals include ________ strategies that reside on the company’s Web and e-mail servers, and ________ strategies that are initiated by internet users.

Question 8

3 out of 3 points

Using _________ firms can develop customized web pages based on visitor behavior.

Question 9

3 out of 3 points

________ allows marketers to monitor users’ online behavior and make instantaneous and/or automatic adjustments to online promotional offers and web content.

Question 10

3 out of 3 points

Which media do global consumers trust the most?

Question 11

3 out of 3 points

Most businesses spend more money acquiring new customers than they spend keeping current customers.

Question 12

3 out of 3 points

In making an internet buy, what is the formula for calculating CPM?

Question 13

3 out of 3 points

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.

Question 14

3 out of 3 points

Consumers at the highest level of engagement online ________.

Question 15

3 out of 3 points

_____ involves attaching keywords to videos, photos, or text to help users find desired content.

Question 16

3 out of 3 points

Permission marketing dictates that customers will be pleased to receive e-mail for which they have opted-in.

Question 17

3 out of 3 points

Lively and useful chat and bulletin boards increase repeat site visits and stickiness.

Question 18

0 out of 3 points

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.

Question 19

3 out of 3 points

Which of the following steps is an example of an earned media performance metric?

Question 20

3 out of 3 points

Location marketing and SMS text are two popular direct marketing techniques for mobile media.

Question 21

5 out of 5 points

What are 5 examples of earned media performance metrics?

Question 22

5 out of 5 points

Discuss some of the ways in which earned media can be initiated by a company.

Question 23

5 out of 5 points

List and describe 4 paid media formats advertisers can use in a campaign. Provide real life examples.

Question 24

5 out of 5 points

List and describe 5 paid media performance metrics:

Question 25

5 out of 5 points

Search engines are a key means of attracting traffic to a Web site. List and define two tactics used in search engine marketing (SEM).

Question 26

5 out of 5 points

Discuss the major differences between owned, earned, and paid media.

Question 27

0 out of 5 points

What are the three types of pricing strategies marketers can employ both online and offline? Give an example of a Web site that uses each of these strategies.

Question 28

0 out of 5 points

List and describe the three roles for social media in branding according to Forrester Research, Inc.