The following organizational approaches accomplish tasks necessary to develop and manage products: market manager approach, product manager approach, and the _________ approach.

The following organizational approaches accomplish tasks necessary to develop and manage products: market manager approach, product manager approach,...

The members of a venture team come from

The members of a venture team come from a. the marketing department. b. a consulting firm. c. the research and development department. d. the production...

A brand manager in a multiproduct firm would be responsible for

A brand manager in a multiproduct firm would be responsible for a. performance of a specific brand. b. all brands within a product line. c. branding...

A ______ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.

A ______ is responsible for a product, product line, or several distinct products in an interrelated group within an organization. a. product marketer b....

Dropping an unprofitable product immediately is the best strategy when

Dropping an unprofitable product immediately is the best strategy when a. all advertising and promotional efforts have been exhausted. b. customers...

A runout policy of product deletion

A runout policy of product deletion a. lets the product decline without changing the product strategy. b. is an immediate-drop decision. c. exploits...

A phase out approach can be best described as

A phase out approach can be best described as a. allowing the product to decline without a change in the marketing strategy. b. exploiting any strengths...

The product deletion process is similar to the ___________ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.

The product deletion process is similar to the ___________ step of the new-product development process because both involve deciding whether the product...

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the...

Product deletion

Product deletion a. tends to be an easy task for most organizations. b. may be opposed by management. c. involves immediate termination. d. is a matter...

An important aspect of many products such as clothing, furniture, shoes, and cars is their physical appearance or

An important aspect of many products such as clothing, furniture, shoes, and cars is their physical appearance or a. features. b. product design. c....

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is a. quality. b. consistency. c. durability. d....

The ability of a product to provide the same level of quality over time is called

The ability of a product to provide the same level of quality over time is called a. consistency. b. longevity. c. variability. d. status. e. image....

Three major ways in which marketers engage in product differentiation are

Three major ways in which marketers engage in product differentiation are a. product quality, product design and features, and product support services. b....

Early in the commercialization phase, marketers must make decisions about

Early in the commercialization phase, marketers must make decisions about a. warranties, repairs, and replacement parts. b. product features and breakeven...

Competitive interference with a test-marketing program is called

Competitive interference with a test-marketing program is called a. tactical interference. b. jamming. c. test interference. d. squeezing. e. ramming....

Sales and cost analyses occur most frequently in what stage of the new-product development process?

Sales and cost analyses occur most frequently in what stage of the new-product development process? a. Screening b. Product development c. Test marketing d....

The test-marketing stage

The test-marketing stage a. is an extension of the screening stage. b. should come immediately after business analysis. c. ensures that the product...

Product failure is a concern of all marketers. Which of the following phases of new-product development is best able to measure this concern?

Product failure is a concern of all marketers. Which of the following phases of new-product development is best able to measure this concern? a. Screening b....

After a company has created a prototype during the product development stage, its performance, or ___________ must be tested.

After a company has created a prototype during the product development stage, its performance, or ___________ must be tested. a. appeal to customers b....

The phase of the new-product development process when the organization determines the technological feasibility of producing the product at a cost that results in a reasonable selling price is

The phase of the new-product development process when the organization determines the technological feasibility of producing the product at a cost that...

During which stage of new-product development does the firm consider profitability?

During which stage of new-product development does the firm consider profitability? a. Idea generation b. Testing c. Business analysis d. Product development e....

Breakeven analysis is a tool that marketers are likely to employ during the ___________ stage of the new-product development process.

Breakeven analysis is a tool that marketers are likely to employ during the ___________ stage of the new-product development process. a. screening b....

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description...

What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a general level?

What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a...

Product ideas are analyzed to determine whether they match the company's objectives and resources during the _____ phase of new-product development.

Product ideas are analyzed to determine whether they match the company's objectives and resources during the _____ phase of new-product development. a....

All of the following are major steps in developing new products except

All of the following are major steps in developing new products except a. test marketing. b. evaluation of competitors' efforts. c. screening. d. business...

A complex product development process, including an extensive business analysis to determine the possibility of success, are hallmarks of a

A complex product development process, including an extensive business analysis to determine the possibility of success, are hallmarks of a a. genuinely...

Introducing new products is risky and so is

Introducing new products is risky and so is a. performing marketing research. b. keeping tabs on the actions of competitors. c. not introducing new...

The major drawback to using aesthetic modifications is

The major drawback to using aesthetic modifications is a. the cost of the modifications. b. that the value of the modification is determined subjectively. c....

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ___________ modifications.

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ___________ modifications. a....

Functional modifications usually require that the product be

Functional modifications usually require that the product be a. less specific. b. limited to its functions. c. more appealing. d. more technical. e....

Which of the following is the best example of a functional modification?

Which of the following is the best example of a functional modification? a. Campbell's puts more of a higher-grade chicken in its classic chicken noodle...

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ___________ modifications.

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ___________ modifications. a. functional b. formal c....

Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization?

Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization? a. Aesthetic b. Operational c....

Quality modifications are changes that relate to a product's

Quality modifications are changes that relate to a product's a. dependability and durability. b. effectiveness and versatility. c. price and availability. d....

In product modification, three conditions must be met to improve a firm's product mix: the product must be modifiable, customers must be able to perceive that a modification has been made, and

In product modification, three conditions must be met to improve a firm's product mix: the product must be modifiable, customers must be able to perceive...

In product modification, the first issue to consider is whether

In product modification, the first issue to consider is whether a. existing customers can perceive that a product modification has been made. b. the...

What is the primary distinction between a line extension and a product modification?

What is the primary distinction between a line extension and a product modification? a. A product modification results in a completely new product...

__________ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

__________ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically...

A(n) ___________ is the development of a product that is closely related to one or more products in the existing product line but is designed specifically to meet somewhat different needs of customers.

A(n) ___________ is the development of a product that is closely related to one or more products in the existing product line but is designed specifically...

Why are line extensions more common than new products?

Why are line extensions more common than new products? a. They are higher risk and more expensive. b. They are guaranteed to succeed in the marketplace. c....

How does analytics track the identity of a computer?

How does analytics track the identity of a computer? Answer: It places a cookie on each computer that visits the sit...

Linear attribution gives credit to

Linear attribution gives credit to Answer: all prior customer touchpoints that can be tracked in analytic...

I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) _____________ goal.

I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage...

If we find through analytics that visitors from mobile devices have a 0% conversion rate while users on a full-size monitor have a 3% conversion rate, we should

If we find through analytics that visitors from mobile devices have a 0% conversion rate while users on a full-size monitor have a 3% conversion rate,...

My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy?

My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy? Answer: Some visitors...

What technical information about a visitor's computer is NOT known to analytics?

What technical information about a visitor's computer is NOT known to analytics? Answer: Memor...

A retail site should track conversions by setting up a(n) ___________ goal in analytics.

A retail site should track conversions by setting up a(n) ___________ goal in analytics. Answer: destinatio...

A media site with lots of written articles should probably use __________ as a KPI, while a media site with mostly video content should us ____________ as a KPI.

A media site with lots of written articles should probably use __________ as a KPI, while a media site with mostly video content should us ____________...

Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping information: 93 > Entered payment information: 87 > Completed transaction: 85 - Where should we focus our efforts to increase the conversion rate?

Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping information: 93...

Last week, the 3000 visits to my site generated $600 in revenue selling product that cost me $300. What is the most I should spend on a PPC advertisement for my website

Last week, the 3000 visits to my site generated $600 in revenue selling product that cost me $300. What is the most I should spend on a PPC advertisement...

What is the most detailed level of geographic information known to analytics?

What is the most detailed level of geographic information known to analytics? Answer: Zip cod...

Last-click attribution will likely exaggerate the value of traffic that comes from

Last-click attribution will likely exaggerate the value of traffic that comes from Answer: search engine...

The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week?

The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week? Answer: ...

A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because

A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook...

A Twitter handle, the unique identifier of a Twitter account, begins with which symbol?

A Twitter handle, the unique identifier of a Twitter account, begins with which symbol? Answer: ...

IBM's primary goal in its use of YouTube is to

IBM's primary goal in its use of YouTube is to Answer: build its brand equity...

The benefit of advertising on YouTube instead of or in addition to television advertising is

The benefit of advertising on YouTube instead of or in addition to television advertising is Answer: greater ability to target smaller, more specialized...

The majority of Pinterest users are women because

The majority of Pinterest users are women because Answer: it first gained popularity among the mostly female arts and crafts community...

The gold standard for business use of YouTube is to create a video that

The gold standard for business use of YouTube is to create a video that Answer: simultaneously entertains and advertises...

Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to

Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to Answer: provide...

Advertising on LinkedIn can be very profitable for

Advertising on LinkedIn can be very profitable for Answer: companies targeting professional...

Which of the following would you NOT see in your LinkedIn Updates?

Which of the following would you NOT see in your LinkedIn Updates? Answer: IPO news from industries you are followin...

Why is social media not free?

Why is social media not free? Answer: Companies must allocate resources to managing their social media accounts...

Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's efforts if

Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's...

A video or other content "goes viral" when

A video or other content "goes viral" when Answer: those exposed to it forward it on to other friends, thus spreading it until it reaches market...

Companies should plan their content before they begin efforts to attract followers because

Companies should plan their content before they begin efforts to attract followers because Answer: there should already be content for followers...

A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely to go viral?

A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N =...

Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because

Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because Answer: their dealers would...

For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to

For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to Answer: build...

Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as

Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as Answer: bid amount × click-through rat...

When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a __________ of the company.

When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a __________ of the...

One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to

One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to Answer: send emails to...

When a member of our email list clicks an unsubscribe button, they should be taken to

When a member of our email list clicks an unsubscribe button, they should be taken to Answer: a page that unsubscribes the user but allows them...

Sending an email to a shopper who has abandoned their shopping cart is an example of

Sending an email to a shopper who has abandoned their shopping cart is an example of Answer: a triggered emai...

During what time of day should emails be sent?

During what time of day should emails be sent? Answer: When response rate is highes...

A double opt-in email capture practice is one that

A double opt-in email capture practice is one that Answer: sends an email to confirm the customer's desire to be on the email lis...

Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email list of 1000 members?

Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How...

Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer should

Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam filters, the retailer...

If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then a user who clicks on the email should be taken to

If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount on ski helmets, then...

Name five types of websites a company can promote to attempt to fill the SERP with positive content.

Name five types of websites a company can promote to attempt to fill the SERP with positive content. -Corporate blog -Corporate website -Social Media...

What are the three "Ts" when considering a emergency response to a negative opinion of your organization?

What are the three "Ts" when considering a emergency response to a negative opinion of your organization? Answer: -Timeliness -Transparency -Tra...

If a company responds to a negative report on a scam reporting website, why should the company not mention its name in the response?

If a company responds to a negative report on a scam reporting website, why should the company not mention its name in the response? Answer: Mentioning...

Name a tool that allows a company to monitor mentions of its brands (and even its high-level employees) in any public online site?

Name a tool that allows a company to monitor mentions of its brands (and even its high-level employees) in any public online site? Answer: -Google...

What is ORM? Why is it important?

What is ORM? Why is it important? Answer: -Online Reputation Management- The act of reviewing what is being said about a company or individual online...

Name two types of companies for which LinkedIn users make a great advertising target.

Name two types of companies for which LinkedIn users make a great advertising target. Answer: -Business to Business Companies -Companies attracting...

LinkedIn does not have a "News Feed." Instead it has

LinkedIn does not have a "News Feed." Instead it has Answer: Update...

The gold standard on YouTube is to create a video that simultaneously

The gold standard on YouTube is to create a video that simultaneously Answer: -entertains -make money through advertisin...

YouTube offers four different types of ads. Three of them run in the videos themselves. What is the fourth type of ad?

YouTube offers four different types of ads. Three of them run in the videos themselves. What is the fourth type of ad? Answer: Display ads Overlay...

Consider a small online clothing boutique. Describe two ways this boutique could use Pinterest to increase sales.

Consider a small online clothing boutique. Describe two ways this boutique could use Pinterest to increase sales. Answer: -It can create a pinterest...

A pin on Pinterest includes a picture, a caption, and importantly,

A pin on Pinterest includes a picture, a caption, and importantly, Answer: link to the website UR...

Why would a company pay to promote a tweet to someone who has already followed the company's Twitter profile?

Why would a company pay to promote a tweet to someone who has already followed the company's Twitter profile? Answer: Paying to promote a tweet...

Because of the 140-character limit on tweets, most company tweets provide additional content through

Because of the 140-character limit on tweets, most company tweets provide additional content through Answer: -shortened link...

If a company's Facebook posts are not being shown, what can the company do to be seen by more of its fans?

If a company's Facebook posts are not being shown, what can the company do to be seen by more of its fans? Answer: It can pay facebook to make...

Suppose you have a company Facebook profile that has 10,000 fans. Your posts are being viewed by only 100 of those fans on average. You know that more than 1% of your fans are logging on to Facebook every day. What explains this low viewing by your fans?

Suppose you have a company Facebook profile that has 10,000 fans. Your posts are being viewed by only 100 of those fans on average. You know that more...

The Facebook News Feed consists of what four types of content?

The Facebook News Feed consists of what four types of content? Answer: 1. any content posted by friends, such as pictures, links, videos, statuses,...

Your friend manages social media for an online retailer. This friend brags about his company's 100,000 social media followers. You respond, "That's a good volume, but do you have any measures of

Your friend manages social media for an online retailer. This friend brags about his company's 100,000 social media followers. You respond, "That's...

Name two things that can be done to increase the likelihood of someone posting a piece of 'viral' content to his/her social media account?

Name two things that can be done to increase the likelihood of someone posting a piece of 'viral' content to his/her social media account? Answer: Make...

Name the three parts of the virality formula. X = Pf N Pv

Name the three parts of the virality formula.X = Pf N Pv -X is # of additional views generated from one person viewing, -Pf is the probability of person...

List three ways a company can attract followers to its social media account(s).

List three ways a company can attract followers to its social media account(s). Answer: -Events -Advertising -Websti...

List five types of content that can be posted to a company social media account that customers might find useful.

List five types of content that can be posted to a company social media account that customers might find useful. Answer: -Humor -Deals/discounts -Contests/drawings -Community -Product...

What are the four steps in the social media plan?

What are the four steps in the social media plan? Answer: 1. Determine the objective 2. Plan the content 3. Distribute and promote content 4. Measure...

Why might a company's social media objective NOT be to induce additional purchases?

Why might a company's social media objective NOT be to induce additional purchases? Answer: Some products do not sell well online; they are on...

In what ways is social media not free?

In what ways is social media not free? Answer: Social media still costs money and resources bc companies have to pay employees to actively manage...

An email marketer sends an email out to a list of 10,000 subscribers. The click-through rate was 15%, but the email blast resulted in much fewer than 1,500 clicks. Why?

An email marketer sends an email out to a list of 10,000 subscribers. The click-through rate was 15%, but the email blast resulted in much fewer than...

What is list churn?

What is list churn? Answer: - the percentage of your subscriber list email addresses that unsubscribe or bounce over a set length of time...

A well-written subject line should be

A well-written subject line should be Answer: -Accurate -Informativ...

What is a transactional email?

What is a transactional email? -Transaction emails are sent to customers following a completed transaction. transaction emails generally pertain to...

What should the goal of a B2B services company in using email marketing?

What should the goal of a B2B services company in using email marketing? Answer: B2B sales often take long periods of time. The goal of email marketing...

Explain the difference between single opt-in and double opt-in. Which is recommended? Why?

Explain the difference between single opt-in and double opt-in. Which is recommended? Why? -Single opt-in: immediately adding an email address to...

Explain the tradeoffs of using an email sign-up form with a lot versus few required pieces of information

Explain the tradeoffs of using an email sign-up form with a lot versus few required pieces of information Answer: You will get fewer signups...

What kind of goal would you set up in analytics to enable calculation of a conversion rate?

What kind of goal would you set up in analytics to enable calculation of a conversion rate? Answer: Destination, a thanks for purchasin...

What are the different types of attribution and the pros and cons of each?

What are the different types of attribution and the pros and cons of each? Answer: Last-click: it overvalues a company's SEO team and search advertising...

A well-known bias of last-click attribution is that

A well-known bias of last-click attribution is that Answer: -it overvalues a company's SEO team and search advertising team (it gives too much credit...

An online retailer wants to segment his traffic to determine if some segments convert at a much higher rate than others. Give this retailer four different methods of segmentation that he can try.

An online retailer wants to segment his traffic to determine if some segments convert at a much higher rate than others. Give this retailer four different...

Consider the conversion funnel below. Which stage(s) of the conversion funnel does the following online retailer need to improve?

Consider the conversion funnel below. Which stage(s) of the conversion funnel does the following online retailer need to improve? Answer: -Product...

What is a conversion funnel and why is it important?

What is a conversion funnel and why is it important? Answer: the conversion funnel provides a useful way to divide the purchase procedure into...

Name two KPIs for each of the following websites:

Name two KPIs for each of the following websites: -Amazon.com: Average order value/ Revenue per visit -AceAccountingService.com (a local CPA firm):...

If a retail website has a 50% profit margin on its products and its revenue per visitor averages $3, what is the most it should spend to attract a visitor?

If a retail website has a 50% profit margin on its products and its revenue per visitor averages $3, what is the most it should spend to attract a ...

Name the four types of goals that can be set up in analytics.

Name the four types of goals that can be set up in analytics. Answer: Destination Duration Pages/screens per session Even...

How is average page depth calculated?

How is average page depth calculated? Answer: Page Views/Visits this is a measure of user engagemen...

Explain the difference between a pageview and a unique pageview.

Explain the difference between a pageview and a unique pageview. -Unique Pageviews: Some visits will hit the page several times removing these double...

Analytics packages like Google Analytics record information about hits to a website. Name four pieces of supplemental information recorded by the analytics package about each hit.

Analytics packages like Google Analytics record information about hits to a website. Name four pieces of supplemental information recorded by the analytics...

Name a tool you can use to run A/B tests on a landing page.

Name a tool you can use to run A/B tests on a landing page. Focus groups clicktale.com crazyegg.com kissmetrics.com unbounce.com optimizely.co...

What are some ways that you can optimize your landing pages for conversions?

What are some ways that you can optimize your landing pages for conversions? Price discounts Promotions New products Shipping sales Good site search Good...

What are four of the "many" ways you can improve a web form?

What are four of the "many" ways you can improve a web form? 1. remove unnecessary form fields 2. make a submission button that stands out 3. include...

Give four examples of trust symbols that can be used on a landing page

Give four examples of trust symbols that can be used on a landing page 1. Accessible return policy & guarantees 2. brand recognition & awards 3....

What are the four types of landing pages and appropriate search phrases that go with each.

What are the four types of landing pages and appropriate search phrases that go with each. 1. Subscription landing page- media site 2. Long-Copy landing...

What is A/B Testing and why do you need to use it?

What is A/B Testing and why do you need to use it? Answer: A/B testing involves creating two versions of an ad, showing both at random across...

All else being equal, will a remarketing ad cost more or less on a CPC basis than other ads? Why?

All else being equal, will a remarketing ad cost more or less on a CPC basis than other ads? Why? Answer: Remarketing is a very profitable advertising...

What kind of targeting should an advertiser use when she only wants to advertise on a few select websites?

What kind of targeting should an advertiser use when she only wants to advertise on a few select websites? Answer: Placement targetin...

The Google Display Ad Planner gives an estimate of both the number of cookies per week and the number of impressions per week likely to be reached with a given targeting method. What is the difference between cookies per week and impressions per week?

The Google Display Ad Planner gives an estimate of both the number of cookies per week and the number of impressions per week likely to be reached with...

Name the three types of bidding available to advertisers in an ad network.

Name the three types of bidding available to advertisers in an ad network. 1.) CPC Bidding (Cost per click)- The advertiser only pays when the displayed...

Describe the circumstances surrounding increasing and decreasing the CPC bids on Adwords.

Describe the circumstances surrounding increasing and decreasing the CPC bids on Adwords. Advertisers set bids to tell the search engines what they...

What three factors go into calculating an ad's Quality Score?

What three factors go into calculating an ad's Quality Score? -Quality score is a measurement of how relevant your ads, keywords, and landing page...

What are the different math formulas for calculating successful PPC (Adwords) campaigns?

What are the different math formulas for calculating successful PPC (Adwords) campaigns?  Answer: Understand strategies on how to increase...

If my retail site sells 500 products in 150 transactions from 7500 clicks, what is my site's conversion rate?

If my retail site sells 500 products in 150 transactions from 7500 clicks, what is my site's conversion rate? Answer: (150/7500)= .02 or 2% -(bu...

Effectively written search ads have

Effectively written search ads have Answer: -Effective title -Display and Destination URL -Descriptio...

A search ad has four parts - which are?

A search ad has four parts - which are? Answer: Title, display URL, destination URL, description line...

Why do certain domains have higher popularity? What are some strategies to obtain links and to improve popularity if you find your webpage in a bad link neighborhood?

Why do certain domains have higher popularity? What are some strategies to obtain links and to improve popularity if you find your webpage in a bad...

List four techniques for gaining links that would be classified as manual links.

List four techniques for gaining links that would be classified as manual links. 1.) Asking for links 2.) Trading links 3.) Guest blogging 4.) Submitting...

What is a topic that an accountant might write about on his site's blog that could lead to editorial links?

What is a topic that an accountant might write about on his site's blog that could lead to editorial links? Answer: Something specific to his profession. (five...

The textbook listed seven aspects of a webpage's link profile to determine its popularity. List four of these.

The textbook listed seven aspects of a webpage's link profile to determine its popularity. List four of these. Total number of backlinks Backlinks...

Advertisements typically must include what attribute in the link?

Advertisements typically must include what attribute in the link? Answer: rel="nofollow...

What is the importance of long tail keywords? What are the many reasons that they are important to a webmaster?

What is the importance of long tail keywords? What are the many reasons that they are important to a webmaster? -more specific. less searches. higher...

Name three attributes of a website outside of its link profile that Google examines to help determine the quality of a website's content.

Name three attributes of a website outside of its link profile that Google examines to help determine the quality of a website's content. 1.) Content...

A webpage with a high click-through rate from the SERP might improve in rankings. Name two ways a webmaster can improve a page's click-through rate.

A webpage with a high click-through rate from the SERP might improve in rankings. Name two ways a webmaster can improve a page's click-through rate. the...

What was the main issues with the Penguin update?

What was the main issues with the Penguin update? Google saw that the anchor text for several websites was over-optimized. Google found that websites...

The Google Penguin update was concerned primarily with

The Google Penguin update was concerned primarily with Anchor text- embedding another link to another websit...

List four changes to Google's algorithm that occurred during the Google Panda update.

List four changes to Google's algorithm that occurred during the Google Panda update. Grammar Duplicate content Thin content Content freshnes...

Google's algorithm combines two scores to determine its final ranking?

Google's algorithm combines two scores to determine its final ranking? -The relevance of the page to the search phrase. -Popularity (page rank...

What is the problem with a search engine based entirely on relevance?

What is the problem with a search engine based entirely on relevance? -Websites with little useful content can often earn good rankings. -relevance...

Name two disadvantages of discovering internet content through a list rather than through search.

Name two disadvantages of discovering internet content through a list rather than through search. -Lists are slow to incorporate new content. -Lists...

A website's success is measured according to how well it meets the following three requirements:

A website's success is measured according to how well it meets the following three requirements: generate traffic drive conversions generate reve...

The primary conversion of a retail website is typically ____. A secondary conversion might be _____.

The primary conversion of a retail website is typically ____. A secondary conversion might be _____. Answer: -Purchase - signing up for email a...

What kind of traffic is generated when a user clicks a link at the top or sidebar of a SERP?

What kind of traffic is generated when a user clicks a link at the top or sidebar of a SERP? Answer: Paid Searc...

Unpaid referral traffic comes from what?

Unpaid referral traffic comes from what? -Unpaid search referral traffic comes when a user clicks on an organic search result. -refers to any visitors...

Name three types of website traffic

Name three types of website traffic 1. Direct Traffic (an internet user types the website's URL directly into the browser) 2. Referral Traffic (an...

What does IP in 'IP address' stand for?

What does IP in 'IP address' stand for? Internet Protocol. -The internet protocol is a standardized set of procedures for locating computers connected...

What is the fundamental difference between HTML and PHP?

What is the fundamental difference between HTML and PHP? -HTML(Hyper-text markup language) is static, client user side based. -PHP is server side...

Explain what a cookie is and give an example of how a website might use a cookie.

Explain what a cookie is and give an example of how a website might use a cookie. Cookies are used to track user interface with a website. Amazon...

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods. This is an example of ________.

Grocers in neighborhoods with a large Hispanic population typically carry more brands that Hispanic consumers prefer than grocers in other neighborhoods....

Florida Orange Juice Growers Co-op uses a tag-line from time-to-time to stimulate consumers thinking about what time of the day is appropriate to drink OJ. The tag-line is: "Florida Orange Juice, It's Not Just for Breakfast Anymore." The use of this tag-line to tries to increase market share by manipulating the _________ base of Segmentation.

Florida Orange Juice Growers Co-op uses a tag-line from time-to-time to stimulate consumers thinking about what time of the day is appropriate to drink...

Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation.

Dividing buyers into groups based on social class, lifestyle, or personality characteristics is called ________ segmentation. A. age and life cycle B....

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products

Socially responsible target marketing would classify which of the following as an especially vulnerable target market for harmful or controversial products  A....

Red-Bone pet food produces a product line of dog chow that is created to feed working dogs and yet another that is made for show dogs. The marketers at Red-Bone have decided to create a dog food that will be specifically formulated for older, adult dogs (elderly dogs). At Red-Bone, the marketers target the dog food market using the ____________________approach.

Red-Bone pet food produces a product line of dog chow that is created to feed working dogs and yet another that is made for show dogs. The marketers...

In lecture there were certain considerations when creating a market segment that must be given attention. In many states the only way to make a product purchase (from certain product categories) is to prove your age with a photo ID. When grouping consumers to target, the marketer uses age to discern ___________________ to purchase within the product category when grouping consumers.

In lecture there were certain considerations when creating a market segment that must be given attention. In many states the only way to make a product...

________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods.

________ segmentation calls for dividing the market into different nations, regions, states, counties, cities, or even neighborhoods. A. Income B....

The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent

The website leftyslefthand.com markets products to left-handed consumers only. Which targeting strategy does this represent A. Differentiated marketing B....

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________.

Toyota allows Scion buyers to customize their cars to meet their exact needs and preferences. This is an example of ____________. A. differentiated...

______ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.

______ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of...

In terms of marketing ethics, which of the following groups was discussed in lecture as being one that you must target with extreme care

In terms of marketing ethics, which of the following groups was discussed in lecture as being one that you must target with extreme care A. Pets B....

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller was repositioned to attract members of the working, middle-class. What is this segmentation method called

At one time, Miller Beer was known as the "champagne of bottled beer." It was targeted at an elite class of customers. Later, to increase sales, Miller...

_______ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies.

_______ involves dividing a market into smaller segments of buyers with distinct needs or behaviors that might require separate marketing strategies. A....

Heeltoe, a boutique that caters to the footwear needs of women, manufactures two different lines of footwear based on the purchasing power of its customers. One product line caters to the needs of affluent, middle-aged women, and the other line targets younger professionals and homemakers. Heeltoe most likely segments the consumer market based on ________ variables.

Heeltoe, a boutique that caters to the footwear needs of women, manufactures two different lines of footwear based on the purchasing power of its customers....

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________.

Many marketers think that companies should aggressively promote only one benefit to the target market. The benefit promoted is known as a(n) ________. A....

Focusing all the marketing efforts of a company on one segmentation group is also known as "putting all your eggs in one basket". It's a risky approach to segmentation but one that can be very profitable when your customer embraces the specific product you provide for them. Which of the following academic marketing term does the above refer too

Focusing all the marketing efforts of a company on one segmentation group is also known as "putting all your eggs in one basket".  It's a risky...

A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type of differentiation is this

A company can differentiate itself from competitors using symbols such as McDonald's golden arches, Twitter's bird, and the Nike swoosh. Which type...

__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions.

__________ show consumer perceptions of their brands versus those of competing products on important buying dimensions. A. Competitive maps B. Target...

In class, "Reverse Segmentation" was discussed. Which segmentation base does this variable belong too

In class, "Reverse Segmentation" was discussed. Which segmentation base does this variable belong too A. Micro-Marketing B. Geographic C. Concentrated D....

Byron Tied 2 Bowties groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Byron Tied 2 Bowties creates a different set of advertisements and promotions. On which of the following segmentation variables does the firm divide its market

Byron Tied 2 Bowties groups its customers by regions in the United States, such as Midwest, Northeast, and Southwest. For each region, Byron Tied 2...

Marketers must be careful to guard against stereotypes when using ________.

Marketers must be careful to guard against stereotypes when using ________. A. psychographic segmentation B. demographic segmentation C. income segmentation D....

H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely segments the consumer market based on ________ variables.

H2Coast, an automobile manufacturer, produces fuel-efficient hybrid vehicles that are targeted toward middle-income consumer groups. H2Coast most likely...

Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines

Which type of market segmentation has long been used in clothing, cosmetics, toiletries, and magazines A. Occasion B. Gender C. Income D. Benefits...

The marketing manager at Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Arbors' approach is best referred to as ________ segmentation.

The marketing manager at Arbor's Delicatessen targets customers who are working to lose weight but who still want to dine out. The restaurant chain...

In lecture, one segmentation base was outlined as being one-dimensional but economical to access the variables belonging to such. Which of the following segmentation bases was being discussed

In lecture, one segmentation base was outlined as being one-dimensional but economical to access the variables belonging to such. Which of the following...

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________.

When marketers want to promote their products and services through word-of-mouth marketing programs, they typically begin by ________. A. identifying...

According to lecture, a product/brand that is purchased once or twice every 2-3 years where the consumer conducts product Information Search in both external and internal ways is probably considered which type of product

According to lecture, a product/brand that is purchased once or twice every 2-3 years where the consumer conducts product Information Search in both...

This adopter group is skeptical and only adopts new products after a majority of people has tried it.

This adopter group is skeptical and only adopts new products after a majority of people has tried it. A. Early adopters. B. Innovators. C. Lagging...

Trisha is an avid collector of stamps. Trisha's collection is worth a lot of money and represents a good deal of time spent searching through stamp fairs and online outlets. One stamp that has elluded her dates back to the Civil War. After many years of online searching, Trisha has found the rare stamp and has been in contact with the seller but he would like a very high price for the stamp. For Trisha, the Information Search Stage of the Consumer Decision Process can be characterized as predominately ___________________ and the risk for Trisha's purchase of the rare stamp is ____________________.

Trisha is an avid collector of stamps.  Trisha's collection is worth a lot of money and represents a good deal of time spent searching through...

Which of the following is a social factor that influences consumer buying behavior

Which of the following is a social factor that influences consumer buying behavior A. Occupation B. Economic situation C. Personality D. Roles and...

A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the fans' viewpoint, the housewives reality show is a(n) _____.

A purse company's ads feature the members of a popular housewives reality show. Product sales increase significantly among the fans. From the fans'...

Nate is searching for a product that requires external product Information Search (solely). The product also requires high involvement. Which of the following Problem Solving Methods is Nate mostly likely engaged in

Nate is searching for a product that requires external product Information Search (solely). The product also requires high involvement. Which of the...

_________ refers to the practice of including ethnic themes and cross-cultural practices within a company's mainstream.

_________ refers to the practice of including ethnic themes and cross-cultural practices within a company's mainstream. A. Buzz marketing B. Cause...

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product

Consumers can obtain information from any of several sources. Which source is the most effective in that they legitimize the product A. Media sources B....

Which of the following needs in Maslow's hierarchy is generally satisfied first

Which of the following needs in Maslow's hierarchy is generally satisfied first A. Physiological needs B. Esteem needs C. Self-actualization needs D....

Which of the following lists the five steps of the buyer decision process in the correct order

Which of the following lists the five steps of the buyer decision process in the correct order A. Need recognition, information search, purchase decision,...

Wilden is knee-deep in the Fall semester of studies and socializing. He cannot stay awake during this late night of studying so he heads down to the vending for a pick-me-up. He would love a Five Hour Energy shot but is disappointed to see it's not available in the machine. He chooses another drink with caffeine to try to stay awake. For the brand Five Hour Energy, the sale was lost because their Intensity of Distribution is NOT __________________.

Wilden is knee-deep in the Fall semester of studies and socializing. He cannot stay awake during this late night of studying so he heads down to the...

What is the first step of the buyer decision process

What is the first step of the buyer decision process A. Purchase decision B. Postpurchase behavior C. Information search D. Alternative evaluation E....

Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products

Which of the following types of marketing involves creating opinion leaders to serve as brand ambassadors to spread the word about a company's products A....

Betty has just realized that she forgot to buy butter as she tries to make Chocolate Chip Cookies. In terms of Problem Recognition, Betty has just defined her _______________________.

Betty has just realized that she forgot to buy butter as she tries to make Chocolate Chip Cookies. In terms of Problem Recognition, Betty has just defined...

According to lecture, Level of Involvement from the Marketing Matrix is defined as:

According to lecture, Level of Involvement from the Marketing Matrix is defined as: A. Problem Solving Method and Risk Involved B. Time Spent, Complexity...

According to the model of buyer behavior, what is in a buyer's black box

According to the model of buyer behavior, what is in a buyer's black box A. Attitudes and preferences B. The four Ps C. Cultural forces D. The buyer's...

According to lecture, which stage of the Consumer Decision Process is most ignored by marketers

According to lecture, which stage of the Consumer Decision Process is most ignored by marketers A. Prepurchase B. Postpurchase C. Evaluation of Alternatives D....

What determines if a buyer is satisfied or dissatisfied with a purchase

What determines if a buyer is satisfied or dissatisfied with a purchase A. Whether or not the buyer experiences cognitive dissonance B. The amount...

According to lecture, the five stages of the Consumer Decision Process (if done correctly) by marketers is always a linear process.

According to lecture, the five stages of the Consumer Decision Process (if done correctly) by marketers is always a linear process. True False ...

Luke is headed to buy an engagement ring for his future bride. He plans to purchase a ring that is between $6-7,000 and is at least a one carrot diamond, yellow gold. He walks out of the jewelry store having spent $6,500 and the ring is a 3/4 carrot diamond, white gold. For Luke the determinant attribute(s) were:

Luke is headed to buy an engagement ring for his future bride. He plans to purchase a ring that is between $6-7,000 and is at least a one carrot diamond,...

All the people involved in the buying decision in an organization are collectively known as _______.

All the people involved in the buying decision in an organization are collectively known as _______. A. the buying nucleus B. buying agents C. the...

_________ is NOT a characteristic important in influencing an innovation's rate of adoption.

_________ is NOT a characteristic important in influencing an innovation's rate of adoption. A. Communicability B. Complexity C. Relative advantage D....

Which of the following is a personal factor that influences a consumer's buying behavior

Which of the following is a personal factor that influences a consumer's buying behavior A. Family B. Status C. Occupation D. Motivation E. Social...

Which of the following would be good advice for someone that is conducting marketing research in a foreign country

Which of the following would be good advice for someone that is conducting marketing research in a foreign country A. Reaching respondents in other...

Competitive marketing intelligence is primarily responsible for _____________.

Competitive marketing intelligence is primarily responsible for _____________.  A. defining the problem B. using primary data over secondary C....

Why is it important for a company to collect both primary and secondary data when conducting marketing research

Why is it important for a company to collect both primary and secondary data when conducting marketing research A. To ensure the data is usable B....

Which of the following is NOT a step in the marketing research process

Which of the following is NOT a step in the marketing research process A. Interpreting and reporting the findings B. Implementing the research plan C....

Which of the following statements about big data is correct

Which of the following statements about big data is correct A. One result of big data is that marketing managers are often overloaded and overwhelmed...

A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is _________.

A researcher must always evaluate secondary information carefully; however, the researcher does not need to ensure the evaluation is _________. A....

Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST place for this company to start to develop an efficient MIS

Cupcakes by Cindy is attempting to gather information about its customers in order to improve its customer service. Which of the following is the BEST...

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the CPO MOST likely to do as a function of his job

An international company has appointed a CPO to ensure the privacy and confidentiality of the consumer data it collects. Which of the following is the...

A company is conducting market research to determine the best areas to sell its product. It has already determined its research questions. What is the next step of this company's research plan

A company is conducting market research to determine the best areas to sell its product. It has already determined its research questions. What is the...

Competitive marketing intelligence uses _________ data sources.

Competitive marketing intelligence uses _________ data sources. A. expensive B. publicly available C. competitor's internal D. internal E. private Answer: B....

Lydia's Lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research to gauge customer's needs, interests, and buying patterns. Which of the following is the BEST option for Lydia's Lights

Lydia's Lights wants to extend its market into Mexico. Before jumping in, the company needs to conduct some in-depth research to gauge customer's needs,...

Which kind of company would most benefit from conducting marketing research

Which kind of company would most benefit from conducting marketing research A. Neither large multinationals like Disney and IBM nor small locals truly...

Sky owns a small hot air balloon company in Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are asking for store-sponsored hot air balloon trips. They believe Sky's expertise would make him the perfect guide. Sky decides to host quarterly hot air balloon trips and experiences a huge increase in sales and customer satisfaction. Which of the following is the BEST conclusion that can be drawn from Sky's situation

Sky owns a small hot air balloon company in Albuquerque, New Mexico. He recently started a Facebook page for his company and many of his customers are...

To develop needed information, marketing information systems utilize _________.

To develop needed information, marketing information systems utilize _________. A. internal databases, marketing research, and marketing managers B....

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment. You are participating in a(n) ________.

You and seven other people relay your feelings and thoughts about a potential new product to a trained moderator. In exchange, you receive a small payment....

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This is known as ___________.

Many companies build extensive electronic collections of consumer and market information obtained from data sources within the company's network. This...

Which of the following BEST describes the purpose of the customer insights team

Which of the following BEST describes the purpose of the customer insights team A. To represent the company to its customers B. To instruct other...

Which of the following BEST describes the research relationships

Which of the following BEST describes the research relationships A. Observation is best suited for descriptive research, surveys for causal research,...

Which of the following statements about online research is correct

Which of the following statements about online research is correct A. Online research is only feasible for large companies. B. Online surveys generally...

The role of a company's marketing information system (MIS) is important because ______________.

The role of a company's marketing information system (MIS) is important because ______________. A. it enables a company to use customer insights to...

What is MIS

What is MIS A. Competitive marketing intelligence B. A customer insights team C. A marketing information system D. Customer relationship management E....

Any contact between a customer and a company is called a(n) _________.

Any contact between a customer and a company is called a(n) _________. A. service call B. sales call C. touch point D. satisfaction survey E. purchase Answer: C....

_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights and gauge marketing performance.

_______ consists of the analysis tools, technologies, and processes by which marketers dig out meaningful patterns in big data to gain customer insights...

A colleague needs to collect descriptive data about his customer's attitudes. He has not done this type of research before. What research approach would you recommend to best suit this research project

A colleague needs to collect descriptive data about his customer's attitudes. He has not done this type of research before. What research approach would...

A power tool company wants to give its customers access to internal, non-public information about how best to use its product in creative ways. What should the company create to provide customers with this information

A power tool company wants to give its customers access to internal, non-public information about how best to use its product in creative ways. What...

In lecture the U.S. Census was discussed as being the most impactful for which of the following Marketing Environment

In lecture the U.S. Census was discussed as being the most impactful for which of the following Marketing Environment  A. Economic B. Demographic C....

The role of a company's marketing intermediaries is to do which of the following

The role of a company's marketing intermediaries is to do which of the following A. Provide the resources needed by the company to produce goods and...

In lecture, Generational Marketing was defined and discussed. It was pointed out that a large flaw in this type of marketing is _________________________.

In lecture, Generational Marketing was defined and discussed. It was pointed out that a large flaw in this type of marketing is _________________________. A....

Wonders such as robotic surgery, miniaturized electronics, and antibiotics can be attributed to which marketing environment

Wonders such as robotic surgery, miniaturized electronics, and antibiotics can be attributed to which marketing environment A. Political B. Cultural C....

Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six years, sales have continuously declined and profits have almost completely disappeared. The CEO of Tina's Tunes believes resurgence is likely to happen soon and wants to continue business as usual. What is likely to happen to Tina's Tunes

Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six years, sales have continuously declined and profits have...