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Baines, Fill, & Rosengren: Marketing 4e

Chapter 12: Multiple choice questions

Instructions

Answer the following questions and then press 'Submit' to get your score.

Question 1

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 mechanism through which marketers and a customer (e.g. stakeholders) interact usually in real-time is known as:

Question 2

Which of the following is not a type of digital marketing activity?

Question 3

________ is the process of marketing accomplished or facilitated via the use of internet technologies (e.g. web, email, intranet, extranets).

Question 4

This form of advert delivered on social platforms and social gaming websites and apps, across all device types is known as:

Question 5

The rise of ___________ has led marketing to evolve away from a hierarchical one-sided mass communication model towards more participatory technologies (e.g. social channels and online communities).

Question 6

A form of marketing communications that uses the internet for the purpose of advertising, aiming to increase website traffic and/or encourage product trial, purchase, and repeat purchase activity is called:

Question 7

An advertising model in which advertisers bid on keywords or phrases relevant to their target market, with sponsored/paid search engine listings to drive traffic to a website is called:

Question 8

A method of marketing by electronic mail wherein the recipient of the message has consented to receive it is called:

Question 9

____________ 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.

Question 10

____________ is the set of practices that enables organizations to communicate and engage interactively with their audiences through any mobile device or network.

Question 11

The process of outsourcing a task or group of tasks to a generally large group of people is known as:

Question 12

Current changes in behaviors clearly show that ______ is taking over more and more of consumer online searches.

Question 13

This is a form of targeted advertising, on websites, with advertisements selected and served by automated systems based on the content displayed to the user.

Question 14

Which of the following is not an issue that marketers need to consider when using digital resources for marketing activities?

Question 15

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?

Question 16

Which of the following refers to unsolicited electronic messages?

Question 17

A database of information that is maintained by human editors and lists websites by category and subcategory with categorization is known as:

Question 18

___________occurs when a website's structure and content is improved to maximize its listing in organic search engine results pages using relevant keywords or search phrases.

Question 19

Fees paid by advertisers to online companies that refer qualified potential customers or provide consumer information where the consumer opts in to being contacted by a marketer. This is referred to as:

Question 20

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: