Post MKT305 Unit 8 final exam Question 1 3 out of 3 points
Post MKT305 Unit 8 final exam Question 1 3 out of 3 points
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.
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