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Quiz questions exam 3- emarketing

Terms in this set (60)

The basic marketing strategies include:
customer value growth, customer conversion, customer retention
(all of these are correct)
Reasons the lead generation and management process is important include:
reducing the cost of sales
Which do managers see as MOST important?
Generating high quality leads
________ is the term used to describe the process of creating customer demand beginning with awareness and continuing through customer development.
demand generation
Marketers use the Eloqua, Pardot, and Marketo systems to ______ leads.
Score
Which is a true statement about the B2B buy cycle?
The B2B buy cycle implies a process with multiple participants that occurs over time.
Communication channels for generating sales leads include:
all of these are correct
- trade shows in the real world.
- online advertising
- direct mail
- zoom webinars
Inbound marketing includes:
content marketing
Which of the following can be part of a content marketing strategy?
all of these
- Customer comments posted on Facebook
- Funny memes shared on Reddit
- Television ads posted on YouTube
Qualifying sales leads means:
asking a standard set of questions to determine needs and budget.
What are foundations of a CRM program?
Sales force automation and customer service
Analytical CRM includes:
1. database enhancement.
2. performance measurement.
3. selective targeting.
All of these are correct.
Integrating social media data into tactical CRM programs:
carries inherent privacy challenges.
A/An ________ profile can be developed when a person registers on or buys something from a website.
identified
The components of customer lifetime value include:
growth in amount spent with the enterprise.
The customer lifecycle allows marketers to:
All of these are correct.
1. identify their best prospects.
2. target lapsed customers and win back.
3. acquire more of their best type of customers.
A CRM vision includes using ________ to create a seamless customer experience.
customer touchpoints and technology
Registration on a site can:
All of these are correct
1. provide information the customer wants.
2. provide an email address for CRM contacts.
3. furnish data for personalization of communications.
Mei is considering a CRM project for her small fruit snack company. As she and her top managers debate the issue, what is likely to be biggest financial obstacle to the implementation of a CRM system?
The cost of licensing the needed software.
Seamless customer experience refers to:
equally satisfying experience at all customer touchpoints.
When setting objectives for a website, marketers must be concerned about:
the role of the site in overall marketing strategy.
Typical website objectives include:
providing customer service and support.
The nature of website objectives will depend on:
the tasks that visitors expect to perform on the site.
Which of the following are true statements about the content of a website?
Most visitors will only skim the content.
Among the web design elements that help create a satisfactory customer experience are:
multiple navigations aids like breadcrumbs and different colors for followed links.
Which of the following examples would most strongly warrant the creation of a separate mobile app as opposed to merely a mobile-friendly website?
A bank website that includes a mortgage calculator for complex financing calculations.
A ________ is a partially-functional web page that target customers can evaluate.
prototype
Among the types of testing that marketers can do to improve their websites are:
All of these are correct.
1. concept testing
2. prototype testing
3. full usability
Which of the following are true statements about customer experience on a website?
The components of good customer experience may be different in various channels.
Typical website objectives include:
All of these are correct.
1. interfacing with social media sites.
2. making sales.
3. generating sales leads.
True statements about the financial importance of customer service include:
businesses around the world lose millions of dollars in business each year as the result of poor customer service.
A customer submits an online self-service form to complain about an issue with a product. Four hours later, he receives an email requesting that he call the company's toll-free number to talk about his issue with a service representative. The customer calls the number, navigates a phone menu tree, and waits on hold for two minutes before being connected with a service representative, who speaks with the customer for another five minutes before resolving the complaint. According to the text, which of the following aspects of the problem resolution process is the customer most likely to be unhappy about?
That he had to contact the company twice to get a resolution.
What is one advantage of live chat-based online support over live telephone support?
All of these are correct.
1. Web-based support services are less expensive.
2. Web-based support services better enable agents to prioritize contacts.
3. Web-based support services allow agents to multi-task.
Which of the following is a true statement about what consumers want compared to what they usually get in terms of customer service?
There is a wide gap between what customers want and what they get
________ represents the final stage in the evolution of customer services practices within an enterprise.
Anticipating and delivering service and support before the customer recognizes the need
Consumers prefer self-service when:
when it works properly to meet their needs.
Which of the following is a true statement about customer service at Eddie Bauer?
Customer service was a principle espoused by the original founder.
________ is NOT an acceptable part of a process for delivering exceptional customer service.
Locating and assigning blame for the problem
Themes that recur frequently in the discussion of customer service include the:
need to invest time and resources in providing good customer care.
Steps in developing a strategic customer care program include:
segmentation analysis of the customer base.
Among the actions businesses should take to improve trust in themselves and their brands are:
align their business mission with the social good.
Actions taken by consumers to protect the privacy of their data include:
rejecting cookies
The dimensions of trust on the Internet include:
security of personal data.
Which of the following online marketing activities is most disliked by consumers?
Behavioral tracking.
What actions are marketing trade groups taking to try to calm the concerns of consumers about behavioral tracking?
educating consumers about online behavioral advertising
What kinds of data do consumers tend to consider sensitive?
health related
Privacy on social networks:
presents difficult issues for both consumers and marketers.
Among the business practices recommended by the Federal Trade Commission are:
greater transparency in consumer data collection policies and practices.
________ is one of the Fair Information Practices Principles.
choice
Software that tracks consumer's activities on the web, usually without their knowledge, is called:
spyware
Rebecca is the head of the IT department for a company that's rolling out a new website. To ensure that the new site will handle expected loads, Rebecca asks her quality assurance testers to create some scripts that mimic user activity over a wide range of use cases. What is Rebecca doing?
Synthetic performance testing
The primary purpose of a usability test is to:
ensure that the site works properly to assure good customer experience.
Each of the following is an example of qualitative data EXCEPT:
How do customers use products?
The two categories of website metrics are:
business performance and technical site performance.
Eric creates a bot that looks up competitors' products on Amazon and automatically leaves 1-star ratings. This activity is an example of which type of fraudulent metric?
fake reviews
IT technicians monitor performance by studying metrics on:
the performance of each file on a web page.
Which of the following is a true statement about tagged web pages?
none of these
Tagged web pages and cookies work together to:
produce useful metrics for marketers.
The type of cookie that remains on a user's computer for a specified period of time is called:
a persistent cookie.
Why is time watched an important video metric?
A user who closes the video early might miss the call to action.
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