MKT4440 Final Exam Questions with 100% Correct Answers | Verified | Updated 2024, Exams of Advanced Education

Download MKT4440 Final Exam Questions with 100% Correct Answers | Verified | Updated 2024 and more Exams Advanced Education in PDF only on Docsity! MKT4440 Final Exam Questions with 100% Correct Answers | Verified | Updated 2024 Giving consumer a notification that they are near a store that sells your Product and sending them information and coupons via foursquare is an example of - Correct Answer-social commerce is an online organization that aggregates and distributes information. A market research firm is one example of such an organization - Correct Answer-infomediary The benefits of market research include - Correct Answer-it can be helpful in estimating the size of the target market pool many buyers together to achieve larger volume purchases and drive down the price on selected items. - Correct Answer-buyer cooperatives An agent that represents a cluster of manufacturers, e-tailers, and content providers organized around a life event or major asset purchase is known as a - Correct Answer-metamediary Online retailing represents about 85% of all retail sales. - Correct Answer-false Brokers usually represent sellers, not buyers, when provide exchange and negotiation services. - Correct Answer-false Most e-business models are entirely original in terms of traditional existing marketing concepts. - Correct Answer-false What are the benefits of online auctions for buyers? What are the benefits for sellers? Are there any drawbacks to this model? - Correct Answer-The benefits of online auctions for buyers are that they are typically able to purchase for a good price while participating in an auction-like experience. The benefits of online auctions for sellers are that they are able to obtain the desired market price for the good while unloading surplus inventory. The drawbacks involved in the online auction model are that buyers may have to spend a lot of time monitoring and checking on auctioning sites for the goods they want to purchase. Buyers might sometimes pay too much for their desired good in the process, which can be linked back to the "winner's curse." In addition to Paid, Owned and Earned online media, what are the additional terms that McKinsey uses for online media? - Correct Answer-Hijacked and sold Which of the following are actual Advergames used to promote a brand? - Correct Answer-Old Spice & Gatorade Astute marketers have found that consumers will readily give personal information to firms that ________. - Correct Answer-Both A and B (Use it to provide valueDo not share it with others unless given permission) A major difficult now facing marketers is ________. - Correct Answer-How to retain control over brand images in light of the social media is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers. - Correct Answer-Integrated marketing communication (IMC) Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles. - Correct Answer-False Location marketing and SMS text are two popular direct marketing techniques for mobile media. - Correct Answer-True Why is it important for marketers to allow users to opt-in to sharing personal information? Why is it preferable to allow customers to opt-in instead of opt-out? - Correct Answer-It is important for marketers to allow users to opt-in to sharing personal information because consumers are voluntarily signing up and giving marketers permission to use their personal information. By giving the marketers permission, consumers are more likely to respond more often, leading to a higher response rate, due to the fact that they decided to opt-in. It is preferable to allow customers to opt-in instead of opt-out because this means that they are able to confirm that they want to receive future emails; opt-out would stop them from receiving any future emails or promotions from the marketers. The two main types of search results are: - Correct Answer-Organic and Paid Search Engine Marketing and Search Engine Optimization are exactly the same thing. - Correct Answer-False A website using white hat techniques might be negatively affected by changes in a search engine algorithm intended to reduce questionable practices. - Correct Answer-True Do you think adjusting to search engine algorithm updates can help businesses become better at what they do? Explain your answer. - Correct Answer-I do think that adjusting to search engine algorithm updates can help businesses become better at what they do because they can remove non-relevant categories to focus on more relevant core websites. This can help consumers get to the websites they want to to find the products they intend to find. Also, businesses can redesign their websites to make their pages more usable and increase the likelihood of a consumer clicking on their webpage due to its placement in the algorithm. By attracting more consumers to their site, this can help businesses sell more products and attract more consumers. According to the readings, marketers in small businesses often use _______ to help with the technical side of designing and sending emails. - Correct Answer-ESPs - Email Service Providers Email marketing is a form of __________ marketing that uses electronic means to deliver commercial messages to an audience/program - Correct Answer-Direct The process through which consumers willingly give up some personal information (E.g., Email Address) to marketers who have content in which they are interested is called: - Correct Answer-opt in All of the following are steps for planning and implementing email marketing campaigns, except ______. - Correct Answer-optimize webpage Permission-based email marketing can give the highest return on investment of any marketing activities. - Correct Answer-true Unsubscribe is an important and often legally required option for opting out of further emails. - Correct Answer-True Deliverability, or percent of emails that are delivered is a common email metric. - Correct Answer- True What is meant by mass customisation, and why is this so beneficial? - Correct Answer-Mass customisation is where a sender can use the recipients name, and other past behavior, such as purchasing behavior, in the email they send. By using this personal information, it creates a more familiar feeling for the recipient toward the sender. This is beneficial for many reasons, including the fact that the recipient will feel as if this email was customized specifically for them due to how personally crafted it is to target them. Having an email that is personally customized allows the recipient to feel more special than if the email was a general message that can be send to thousands of recipients. The personalization of the messages that senders send to their recipients can be a huge positive impact on the amount of responses and sales they receive in the future. ______ is not a recommended design component of a mobile marketing app. - Correct Answer- Require registration before use All of the following are examples mobile messaging channels except: - Correct Answer-LOL Geolocation apps do two main things, which are: - Correct Answer-Report your location to other uses & associate you with real-world locations MMS was originally developed for testing networks. - Correct Answer-False Google analytics provides a free tool to analyze mobile app data and for mobile websites. - Correct Answer-True Mobile phones are used the same way for marketing in all areas of the world. - Correct Answer-False What are the main benefits and challenges of mobile advertising? - Correct Answer-The main benefits of mobile advertising include that they are always on, they are always carried, they have payment systems built-in, and they allow an accurate reading of audience measurement. Some of the challenges of mobile advertising include that mobile devices are personal and so marketers must be cautious and respectful for consumer privacy, and since people have different types of phones, there is a myriad of screen sizes so advertisers must make sure their ads appear correctly on every cell phone and browser.