MF-300 1 International eMarketing - UiA · MF-300 1 International eMarketing ... The 2 Ss in SOSTAC...

MF-300 1 International eMarketing

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1 MF-300, general information Document Automatic score

2 1 Multiple choice Automatic score

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Exam start time: 27.05.2015 09:00Exam end time: 27.05.2015 12:00

PDF created 20.10.2015 13:42Created by Sara Isabelle MoenNo. of pages 24

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Section 1

1

MF-300, general informationSubject : International e-Marketing (MF-300)

Date : 27th May 2015

Duration: 3 hours

Resources Allowed: Dictionary English or Norwegian or to/from English/Norwegian and mothertongue.

Answer all questions.

General Instructions: There are 50 questions in total. Each question has five alternative choiceswhere only one is correct. Select the right answer.

2 QUESTION

1 is the use of communications technology for marketing activity and the processesfor creating, communicating, delivering and exchanging offerings that have for customers, clients,partners and society at large.

E-businessE-commerceE-marketingE-retailingE-HRM

MF-300 1 International eMarketing of 24

3 QUESTION

2Which one of these is not one of the 5 S benefits of digital marketing?

SellSpeakServeSearchSizzle

4 QUESTION

3The 2 Ss in SOSTAC planning framework stand for

Sell and SpeakSpeak and SaveSituation and StrategyStructure and SystemsStyle and Staff

5 QUESTION

4What are two components of the SOSTAC planning framework which are more closely relate toapplying digital analytics?


Situation and StrategyObjectives and ControlStructure and SystemsTactics and ActionsStyle and Staff

6 QUESTION

5Which of the following is a site engagement measure ?

Bounce rateDurationPages per visitScroll DepthAll of the above

7 QUESTION

6Today’s media can be categorized into three main types from the organization's perspective. Theyare

Paid, Owned and EarnedTV, Mobile phones and InterentTV, Radio and PressOnline, Offline, PrintSocial, Private and Public


8 QUESTION

7The best measure used to review and control the cost of new customers is

Cost per click (CPC)Earnings per click (EPC)Cost per thousand (CPM)Allowable cost per acquisition (CPA)Earnings Per Share (EPS)

9 QUESTION

8Which of the following is not a component of the PRACE Framework?

PlanReachActControlEngage

10 QUESTION

9Which product involves pricing variations such as pay per view, subscription and bundling?


Physical productDigital productPhysical serviceVirtual productAugmented product

11 QUESTION

10Assessing the demand for digital services (the online revenue contribution) is an example of

Satisfying competitor requirementsAnticipating customer requirementsSatisfying customer requirementsSatisfying supplier needsAnticipating shareholder requirements

12 QUESTION

11The Facebook or MySpace website belongs in which category of website?

Transactional websiteRelationship-building websiteMedia or publisher websiteSocial networkBrand building website


13 QUESTION

12A method of assessing influence of sale or conversion across multiple touchpoints

Last click ruleMedia attributionAffiliate marketingGoogle keyword toolPay per click

14 QUESTION

13Two of Cialdini's six weapons of influence are

Permission and activityReciprocity and scarcityEngagement and social sharingSatisfaction and advocacyTrust and satisfaction

15 QUESTION

14Which one of the following is not an example for an activity level e-business model?


Online purchasingOrder processingContent publishingSocial media communicationCustomer relationship management

16 QUESTION

15This traffic source is URL type-ins, book marks and untracked campaigns, e.g. from Emailmarketing and apps

DirectReferralsSearchCampaignSocial media

17 QUESTION

16A commission-based arrangement where a publisher is credited for sales by a percentage of saleor a fixed amount

Search engine optimization (SEO)Pay per click (PPC)Social media marketingDisplay advertisingAffiliate marketing


18 QUESTION

17Visits from search engines which don't incur a cost-per-click

Search engine optimization (SEO)Pay per click (PPC)Social media marketingInteractive advertisingPermission marketing

19 QUESTION

18A model for calculating long-term returns on digital media investment is

Customer Lifetime valueBounce rateCampaign ROIGap analysisClickt through rate

20 QUESTION

19Using social media and consumer interactions to facilitate online sales is known as


Mobile commerceE-commerceSocial commerceDigital commerceE-government

21 QUESTION

20An essential and free tool for reviewing how customers search online is

AlexaGoogle KeywordHitwiseNetratingsMajestic SEO

22 QUESTION

21An online organization that aggregates and distributes information is known as

InfomediaryOnline libraryOnline auctionPure playClick and brick


23 QUESTION

22 are applications where the basic product will be offered free while thesubsequent upgraded version will be provided at a fee.

PremiumsFreemiumsSoftwaresURLsOVPs

24 QUESTION

23Buyers set the prices and sellers decide whether to accept the prices in a

Dynamic auctionOnline auctionReverse auctionRegular auctionInternet auction

25 QUESTION

24The percentage of visitors who enter a site or page and leave immediately is called the


Bounce rateROPOPPCPure playChurn rate

26 QUESTION

25An online only organization with no physical high street presence or distribution is called as

Pure playOne-ponyClicks and mortarBricks and mortarMultinational

27 QUESTION

26Following is not an item of the Peppers and Rogers’s 5 I s (1997)

IdentificationIndividualizationInteractionIntegrationImagination


28 QUESTION

27This social media channel is core to encouraging conversation and sharing

Social networksBlog outreachSocial commerceSocial searchSocial customer service

29 QUESTION

28The process of sharing to partner sites or publishers is known as

SyndicationIntra-netSocial proofSocial commerceMobile commerce

30 QUESTION

29To track marketing outcomes in Google analytics you need to set up


GoalsFunnelsAdvanced segmentsEvent trackingCustom reports

31 QUESTION

30Usability can be tested through

SatisfactionEfficiencyEffectivenessAll of the aboveNone of the above

32 QUESTION

31Factors which affect the position of an Ad in the sponsored listings

Quality scoreAd click through rateAd text relevanceLanding page speedAll of the above


33 QUESTION

32A plan defining the purpose, type and frequency of communications

Contact strategyContent strategySEO strategyIA strategyConsistency strategy

34 QUESTION

33 refers to the use of an online auction service, such as eBay, or a social network,such as Facebook.

E-governmentConsumer-to-consumer (C2C)Consumer-to-business (C2B)Business-to-business (B2B)Government-to-business (G2B)

35 QUESTION

34A marketing manager considering representation of his or her company on a portal shouldconsider


Reach of websiteAudience composition of websiteCost per 1000 page viewsadvertising placements in contextual contextAll of the above

36 QUESTION

35A display advert is most effective in supporting which stage in the buying process model?

AwarenessDesireActionTrialAdoption

37 QUESTION

36 is an approach to website design intended to accommodate website usage usingdifferent browsers and settings particularly required by the visually impaired and other disabledwebsite users.

Web log analysisWeb usabilityWeb persuasionWeb analyticsWeb funnels


38 QUESTION

37Cookies

typically hold credit card informationtypically hold personal informationtypically hold a unique identifier for a website visitor which may be linked to a customer databasetypically hold purchase history informationtypically hold company contact information

39 QUESTION

38The online value proposition should

be a clear differentiator from online competitorsapply to the target market segment(s) to whom the proposition will appealbe communicated to website visitors and in all marketing communicationsbe supported by appropriate resource levelsAll of the above

40 QUESTION

39 is a technique for strategic analysis focusing on assessment of current e-commercecapabilities of the organization.


Five Forces AnalysisSWOT analysisStage model analysisCompetitor analysisProduct life cycle analysis

41 QUESTION

40Personalization refers to

Content of a website is tailored to an individual's preferencesAn e-mail addressed to an individualAn offer to purchase based on similar purchaser's behavioursUpdating content according to preferences from previous visitsAll of the above

42 QUESTION

41When display advertising is purchased according to the number of times an ad is served, whichform of payment model is this?

EPCPPCCPMCPACTR


43 QUESTION

42 is an element of online PR that involves monitoring and following up on comments inblogs, forums and social networks.

Link buildingReputation managementOnline press centreBloggingSharing

44 QUESTION

43Which of the following is a not a disadvantage of Affiliate Marketing?

Incremental profits may be limitedAffiliate may exploit your brand nameAffiliates are less vigilant and less responsiveMay damage brand reputationHave to pay programme management fees

45 QUESTION

44 occurs when software tracks a user’s movement through website and then sendsappropriate web content at a moment’s notice.


Data miningBehavioral targetingCollaborative filteringWeblog analysisNone of the above

46 QUESTION

45Which of the following is not a Client side tool (pull tool) ?

Individualized web portalsWeb formsRSS feedsWireless data servicesWeb log analysis

47 QUESTION

46 is where customer agree (opt in) to be involved in an organization’s marketingactivities, usually as a result of an incentive.

Social marketingDigital marketingRelationship marketingPermission based marketingHolistic marketing


48 QUESTION

47Which of the following information needed to be collected in order to build a dynamic customerprofile?

Web behaviorSocial behaviorDemographicsMobile activityAll of the above

49 QUESTION

48Which of the following is not a main building block of a customer relationship management(CRM) strategy?

VisionStrategyOrganizational collaborationProcessesCompetitor coordination

50 QUESTION

49The process of removing middlemen so that organizations can directly deal with customers isknown as


DisintermediationReintermediationInfomediationAffiliationCordination

51 QUESTION

50Which of the following is not among the 4 types of web purchase decisions identified byEisenberg?

CompetitiveSpontaneousComparativeMethodicalHumanistic


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