Q1: Different access platforms to use the Internet
1. Cost of access
2. Value proposition
3. Perception of ease of use
4. Perception of security
Answer: 1. Average cost per minuteAnswer
2. The personal benefits accruing from using online services
3. Usability of platform
4. Security of platform.
Q2: Identify the descriptions of the alternative online consumer buyer behaviour models.
1. Information/experience seeking behaviour models
2. Hierarchy of response buying process models
3. Multi-channel buying models
4. Trust-based models
5. Community participation models
Answer: 1. Includes tracker and hunterAnswer
2. Includes problem recognition, search and evaluation
3. Includes percentage of offline sales influenced by the web channel.
4. Considers the influence of recommendations by different third parties such as journalists, comparison websites and consumer ratings and reviews
5. Include different forms of ‘social proof’ where recommendations are made in forums or social networks.
Q3: Different models for assessing factors that determine online consumer buyer behaviour
1. Information/experience-seeking behaviour models
2. Hierarchy of response model
3. Multichannel buying models
4. Trust-based models
5. Social interaction models
Answer: 1. Examples included directed and undirected information seekers, bargain hunters and entertainment seekersAnswer
2. Awareness, interest, evaluation, trial and adoption
3. ROPO: Research Online, Purchase Offline
4. Brand vs Security vs Privacy
5. Degree of connection and influencer models
Q4: Identify the web address components
a. Protocol
b.Domain name
c. TLD
Answer: a. ProtocolAnswer
http://b.Domain name
anyname.com
c. TLD—.com, .in, org etc…
Q5: The main focus of the BBC website is in which category
Answer: Media or publisher.Answer
Q6: The main emphasis of the Amazon website belongs in which category
Answer: Transactional.Answer
Q7: The website of a business-to-business company which does not sell online belongs in which category of website
Answer: Relationship-building.Answer
Q8: Delivering e-mail based customer support is an example of
Answer: Satisfying customer requirements.Answer
Q9: The main outcome that is required from a transactional e-commerce website is
Answer: To achieve an online sale.Answer
Q10: The main outcome that is required from a website offering laser eye treatment is
Answer: to generate potential sales leads which are likely to be converted offline.Answer
Q11: The main outcome that is required from a publisher’s website is
Answer: to increase engagement with the audience.Answer
Q12: Marketing is the management process responsible for ___, anticipating and satisfying customer requirements profitably
Answer: identifyingAnswer
Q13: E-business is
Answer: the use of electronic communications for all business processes.Answer
Q14: E-commerce is
Answer: any electronically mediated communication between an organisation and its stakeholders.Answer
Q15: E-commerce is generally understood to be identical to e-business
Answer: Wrong – FalseAnswer
Q16: The benefit of digital marketing that involves interactivity with web users, for example through survey and polls, is known as the ___benefit
Answer: speakAnswer
Q17: ___is a digital communications technique which involves improving visibility and monitoring sentiment within social networks and blogs
Answer: E-PRAnswer
Q18: Which is not one of the elements of a company’s external micro-environment that need to be assessed during situation analysis for digital marketing
Answer: Supplier analysis.Answer
Q19: Disintermediation describes
Answer: the removal of intermediaries from the channel structure.Answer
Q20: To determine demand for digital services in a market, companies should survey
Answer: those who have access to the Internet.Answer
those who purchase online.
the number in the market.
those who use the Internet to inform their buying decision but may buy offline.—All of these.
Q21: Visitor conversion effectiveness is a good indicator of
Answer: website design effectiveness.Answer
Q22: Which of these is the typical sequence of activities in the buying process
Answer: Awareness, supplier search, evaluation, decision.Answer
Q23: Which of these is the least important member of the decision-making unit to target in direct mail
Answer: Users.Answer
Q24: A typical countermediation response is
Answer: the first and third answers.Answer
Q25: A gateway website with services such as search, directories and content which serves a wide range of audience is a
Answer: horizontal portal.Answer
Q26: Publishers and affiliates compare their capability to create value from content using a(n)
Answer: Earnings Per Click model.Answer
Q27: ___offers the chance to use business-to-business exchanges to source products at lower costs
Answer: ReintermediationAnswer
Q28: A typical conversion rate from visitor to sale or lead for a retail, travel or financial services website is in the range of 20 to 35 percent
Answer: Wrong – FalseAnswer
Q29: A free tool available to determine search demand for products and services in a market is
Answer: All of these—Google Insights for Search.Answer
Google Keyword Tool.
Google Traffic Estimator.
Google Trends
Q30: Which of the following is a cultural constraint from the digital marketing macro-environment
Answer: Propensity for consumers to purchase online.Answer
Q31: Which of the following is an ethical constraint from the digital marketing macro-environment
Answer: Opt-in to e-mail required to avoid SPAM.Answer
Q32: Which of the following defines authentication
Answer: Are parties to the transaction who they claim to be?Answer
Q33: Which of the following defines privacy and confidentiality
Answer: Is transaction data protected? Are all non-essential traces of a transaction removed from the public network and all intermediary records eliminated?Answer
Q34: Which of the following defines integrity
Answer: Checks that the message sent is complete, i.e. that it isn’t corrupted.Answer
Q35: The aspect of security that fails when an e-mail is intercepted is
Answer: privacy.Answer
Q36: The aspect of security that fails when a denial of service attack occurs is
Answer: availability.Answer
Q37: Which of the following issues private and public keys
Answer: Certificate Authorities (CAs).Answer
Q38: Web usability is the approach to website design intended to accommodate website usage using different browsers and settings particularly required by the visually impaired and other disabilities
Answer: Wrong – FalseAnswer
Q39: E-government refers to
Answer: government electronic transactions with citizens, e.g. paying tax online.Answer
government internal electronic transactions, e.g. secure electronic messaging.
government electronic transactions with suppliers, e.g. online sourcing.
electronic use of petitions by citizens—All of these.
Q40: The most commonly used online service in most countries is
Answer: e-mail.Answer
Q41: ___are features of the e-commerce digital marketing macro-environment
Answer: LawsAnswer
Q42: ___are most commonly used to identify return visitors to a website
Answer: CookiesAnswer
Q43: Globalisation is an example of which macro-environment factor
Answer: Economic.Answer
Q44: A simple tool for assessing customer adoption of a technology is
Answer: the diffusion of innovation curve.Answer
Q45: Targeting overseas markets through the online channel is an example of
Answer: market development.Answer
Q46: Using a digital channel to offer new product variants or extended products is an example of
Answer: product development.Answer
Q47: Matching of internal resources against external demands forms part of
Answer: strategic analysis.Answer
Q48: The direct online revenue contribution will be of most relevance to
Answer: an online grocery retailer.Answer
Q49: ___is a technique for strategic analysis focusing on assessment of propensity for different e-commerce services
Answer: Demand analysisAnswer
Q50: For an existing organisation, typical stages of e-commerce development are
Answer: None of these—image and product information, customer support, transactions, information collection.Answer
transactions, image and product information, information collection, customer support.
information collection, image and product information, customer support, transactions.
transactions, image and product information, information collection, customer support
Q51: SMART stands for: Specific, Measurable, Actionable, Relevant and Tangible
Answer: Wrong – FalseAnswer
Q52: Average order value is an example of an efficiency metric from the balanced scorecard
Answer: True – CorrectAnswer
Q53: Upward trending customer satisfaction or advocacy ratings, such as the Net Promoter Score, are an example of a leading performance indicator
Answer: True – CorrectAnswer
Q54: Reintermediation describes
Answer: the introduction of new intermediaries within the channel structure.Answer
Q55: The emergent approach to strategy involves an interrelated development of strategy analysis and development
Answer: True – CorrectAnswer
Q56: Customisation of experience is the element of the online value proposition which refers to
Answer: personalisation of content and services.Answer
Q57: Content is the element of the online value proposition which refers to
Answer: in-depth relevant content.Answer
Q58: Myers et al. (2004) say: customers may always be right, but allowing them to follow their own preferences often increases a company’s costs while leaving untapped opportunities to boost revenues. Instead customers [segments with different characteristics and value] must be guided to the right mix of ___for each product or service
Answer: channelsAnswer
Q59: The___customer concern from the 4Cs is equivalent to the Price element of the marketing mix
Answer: CostAnswer
Q60: The___customer concern from the 4Cs is equivalent to the Place element of the marketing mix
Answer: ConvenienceAnswer
Q61: Ghosh (1998) describes methods of creating digital value by adding to the___element of the mix by asking questions such as “can I offer additional information or transaction services to my existing customer base?”
Answer: ProductAnswer
Q62: Jevons and Gabbott (2000) were referring to the___element of the mix when they said: “online, the first-hand experience of the brand is a more powerful token of trust than the perception of the brand”
Answer: ProductAnswer
Q63: Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online.___is the depth or detail of information which is both collected about the customer and provided to the customer
Answer: RichnessAnswer
Q64: Evans and Wurster (1999) have argued that there are three aspects of navigation that are key to achieving competitive advantage online.___refers to whose interest the selling organisation represents’ consumers or suppliers
Answer: AffiliationAnswer
Q65: Match the definition to the issue relating to Place in the online marketing mix.___refers to the creation of country or region-specific content (often involving translation)
Answer: LocalisationAnswer
Q66: An example of the online promotion element of the mix is___which involves improving visibility and monitoring sentiment within social networks and blogs
Answer: E-PRAnswer
Q67: Ghosh (1998) describes methods of creating digital value by adding to the___element of the mix by asking questions such as “Can I address the needs of new customer segments by repackaging my current information assets or by creating new business propositions using the Internet”
Answer: ProductAnswer
Q68: ___is a key e-CRM technique to follow-up a customer when they abandon a shopping cart to encourage them to buy
Answer: None of these—Referral, recommendation or advocacyAnswer
Personalisation
Retention
Reactivation
Q69: ___is a key e-CRM technique to tailor messages according to stated preferences or observed buyer behaviour
Answer: PersonalisationAnswer
Q70: In e-CRM, customer retention refers to
Answer: All of these—delivery of communications offering the next best product (cross-sell and up-sell).Answer
a communications strategy with existing customers to deliver messages through e-mail, SMS and traditional media.
monitoring of customer response to inform future messages.
tailoring of messages in line with customer preferences and behaviours
Q71: In e-CRM, customer acquisition means
Answer: attracting customers in the target profile to your website and encouraging them to opt-in.Answer
Q72: What is the typical relationship between satisfaction and loyalty
Answer: Satisfaction determines loyalty.Answer
Q73: Mass customisation is the use of technology to
Answer: deliver offers and products tailored for individuals or segments.Answer
Q74: The concept of opt-in typically involves
Answer: All of these—using an incentive.Answer
profiling a customer’s interests and value to an organisation.
the customer agreeing to receive marketing communications.
the customer proactively selecting opt-in
Q75: Which information would typically be most useful when profiling to deliver a relevant message to a consumer of a business service
Answer: Not possible to say; all of these—Business size/turnover.Answer
Business location.
Position of business person in buying process.
Business sector
Q76: ___data is information about how the customer has responded to campaigns
Answer: Behavioural dataAnswer
Q77: ___data is information about the purpose of communications to the customer
Answer: Campaign historyAnswer
Q78: Permission marketing is also known as interruption marketing
Answer: Wrong – FalseAnswer
Q79: Online communities or social networks can assist with CRM through
Answer: researching customer perceptions about products.Answer
Q80: An analyst would typically ask, “which types of content do you want to publish on the website?” before asking, “who are the potential audience of the website?” in a preliminary interview with the website owner
Answer: Wrong – FalseAnswer
Q81: A good website should always begin with the user. Understand who the ___is, how they use the channel to shop, and understand how the marketplace works in that category. This includes understanding who your competitors are and how they operate online. You need continuous research, feedback and usability testing to continue to monitor and evolve the customer experience online. ___s want convenience and ease of ordering. They want a website that is quick to download, well-structured and easy to navigate
Answer: customerAnswer
Q82: ___is a trial version of the website, typically with restricted access or not publicised
Answer: Soft launchAnswer
Q83: ___is intended to create stable releases more frequently than traditional development methodologies, i.e. new functionality will be introduced through several releases each month rather than a more significant release every few weeks, months or even years
Answer: Agile developmentAnswer
Q84: Site performance is
Answer: ensuring page download speed is acceptable.Answer
Q85: Domain registration is
Answer: registering and renewing web address names.Answer
Q86: Which of the follow is a description of customer orientation of a website
Answer: Providing specific content and services appropriate to different audience members.Answer
Q87: A graphical or text depiction of the relationship between different groups of content on a website is a
Answer: site map.Answer
Q88: Also known as ‘schematics’, this is a way of illustrating the layout of an individual web page
Answer: Wireframe.Answer
Q89: Findability describes how easy it is for a web user to locate a single content object or to use browse navigation and search system to find content
Answer: True – CorrectAnswer
Q90: A simple mechanism for adding style (e.g. fonts, colours, spacing) to web documents is a/are
Answer: Cascading Style Sheets (CSS).Answer
Q91: Personalisation is the characteristic of digital media which refers to ___
Answer: the tailoring of content in real-time on the websiteAnswer
Q92: Chaffey and Smith (2008) refer to the relevance of timing for traffic building. They say: Some e-marketers may consider traffic building to be a ___process, but others may view it as a specific campaign, perhaps to launch a website or a major enhancement
Answer: continuousAnswer
Q93: What type of digital marketing communications goal involves setting targets for the number of unique visitors or visitor sessions
Answer: Traffic-building.Answer
Q94: What type of e-marketing communications goal involves setting targets for offline events such as store visits or phone calls
Answer: Multi-channel marketing.Answer
Q95: This characteristic of digital media known as ___describes the concepts of mass-customisation and personalisation
Answer: one-to-many to one-to-some and one-to-oneAnswer
Q96: This characteristic of digital media known as ___describes the use of forums, communities, social networks and blog commenting
Answer: one-to-many to many-to-many communicationsAnswer
Q97: An example of a business contribution objective is
Answer: 15% of all sales leads are generated via the website.Answer
Q98: An example of a cost-based objective is
Answer: the allowable cost of acquisition for a credit card must be less than $100.Answer
Q99: The ability of an ad placed in this specific media to ‘grab the customer’s attention’ due to the nature of that media is an example of the ___attribute for media suitability and selection
Answer: qualityAnswer
Q100: The degree to which an ad placed within this specific media is able to target a specific group of people is an example of the ___characteristic of media suitability
Answer: coverageAnswer
