MKT308 Testbank 1

1. The main focus of the BBC website is in which category? Media or publisher
2. The main emphasis of the Amazon website belongs in which category? Transactional.
3. The website of a business-to-business company which does not sell online belongs in which
category of website?
Correct Answer: Relationship-building.
4. Delivering e-mail based customer support is an example of:
Satisfying customer requirements.
5. The main outcome that is required from a transactional e-commerce website is:

Your Answer: To achieve an online sale.

6. The main outcome that is required from a website offering laser eye treatment is:

Your Answer: to generate potential sales leads which are likely to be converted offline.

7. Marketing is the management process responsible for ______, anticipating and satisfying
customer requirements profitably.
Correct Answer: Identifying

8. The main outcome that is required from a publisher's website is:

Your Answer: to increase engagement with the audience.

9. E-business is:

Correct Answer: the use of electronic communications for all business processes.

10. E-commerce is:

Correct Answer: any electronically mediated communication between an organisation and its
stakeholders.

Correct
Answer:

RSS B. A website that D. Alerts on news, products

Feeds facilitates peer-to-peer or promotions received by
communication. their audiencethrough
readers that regularly check
for new content.

Blog A. A regularly updated A. A regularly updated source

source of content to of content to engage an
engage an audience. audience.

Social B. A website that B. A website that facilitates

network facilitates peer-to-peer peer-to-peer
communication. communication.

Podcasts B. A website that C. Delivery of audio (or

facilitates peer-to-peer video) content.
communication.
2

11. E-commerce is generally understood to be identical to e-business.

Your Answer: False

Option Correct
Answer:

13.1 Sell-side e- A. Electronic B. Electronic

commerce transactions with transactions with
suppliers to an customers downstream
organisation. of an organisation.

13.2 Buy-side e- B. Electronic A. Electronic

commerce transactions with transactions with
customers downstream suppliers to an
of an organisation. organisation.

Option Correct
Answer:

14.1 Goal- A. Communications should support C. Aims of a website should be

setting customers as they seek to find aligned with those of the
further information or fulfill an business.
offer by another channel.

14.2 Consistent B. During a campaign, the offer or B. During a campaign, the offer or
message proposition conveyed by the brand proposition conveyed by the brand
should be similar across all should be similar across all
media. media.

14.3 Customer C. Aims of a website should be A. Communications should support

journeys aligned with those of the customers as they seek to find
business. further information or fulfill an
offer by another channel.

12. The benefit of digital marketing that involves interactivity with web users, for example through
survey and polls, is known as the ______ benefit.

Correct Answer: Speak

MKT308 Testbank 3

Option Correct
Answer:

16.1 Paid C. Company A. Display ads, Google

blog, Adwords/PPC, Affiliate
company marketing
social
network site,
company
own
community,
company
mobile apps

16.2 Owned A. Display C. Company blog, company

ads, Google social network site, company
Adwords/PPC own community, company
, Affiliate mobile apps
marketing

16.3 Earned B. Content B. Content shared through

shared blogs, media sites and
through communities
blogs, media
sites and
communities

Option Correct
Answer:

17.1 Browser A. Email, RSS, C. Internet Explorer,

platforms push Google Chrome and Apple
notifications Safari are most popular
and SMS

17.2 Messaging B. Desktop A. Email, RSS, push

platforms (operating notifications and SMS
system),
Desktop
(browser),
Mobile

17.3 Apps C. Internet B. Desktop (operating

Explorer, system), Desktop
Google (browser),
Chrome and
Apple Safari
are most
popular
4

18. ______________ is a digital communications technique

which involves improving visibility and monitoring
sentiment within social networks and blogs.

Correct Answer: E-PR

Optio
n

19.1 Interactive A. Using banners and rich media to achieve

advertising brand awareness and encourage clickthrough
to a target site

19.2 Opt-in E-mail B. Renting lists or placing ads in third-party e-

marketing newsletters or the use of an in-house list for
customer activation and retention.

19.3 Viral and social C. Online word of mouth – messages are

media marketing forwarded to help achieve awareness and, in
some case, drive response

Your Answer: Correct

Option Answer:

20.1 Reach A. Engage audience with B. Build awareness of a

brand on its website or
other online presence to
encourage them to act or
interact with a company or
other customers.
brand, its products and
services on other sites and
in offline media and build
traffic by driving visits to
web presences.

20.2 Act B. Build awareness of a A. Engage audience with

brand, its products and
services on other sites and
in offline media and build
traffic by driving visits to
web presences.
brand on its website or
other online presence to
encourage them to act or
interact with a company or
other customers.

20.3 Convert C. Build customer D. Achieve conversion to

relationships through time marketing goals such as
to achieve retention new fans, leads or sales
goals. on web presences and
offline.

20.4 Engage D. Achieve conversion to C. Build customer

marketing goals such as relationships through time
new fans, leads or sales to achieve retention
on web presences and goals.
offline.
 MKT308 Testbank 5

Chapter 2

1. 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?
Correct Answer: Supplier analysis.
2.

Option Correct Answer:

2.1 Cost of access A. Usability of platform. D. Average cost per minute.

2.2 Value B. The personal benefits B. The personal benefits

proposition accruing from using online accruing from using online
services. services.

2.3 Perception of C. Security of platform. A. Usability of platform.

ease of use

2.4 Perception of D. Average cost per minute. C. Security of platform.

security

3. Disintermediation describes:
Correct Answer: the removal of intermediaries from the channel structure.
4. Reintermediation describes:
Correct Answer: the introduction of new intermediaries within the channel structure.

5. To determine demand for digital services in a market, companies should survey:

Your Answer: All of the above.
6. Visitor conversion effectiveness is a good indicator of:
Your Answer: website design effectiveness.
7. Which of these is the typical sequence of activities in the buying process?
Your Answer: Awareness, supplier search, evaluation, decision.
8. Which of these is the least important member of the decision-making unit to target in direct
mail?
Correct Answer: Users.
9. A typical countermediation response is:
Correct Answer: the first and third answers.
10. A gateway website with services such as search, directories and content which serves a wide
range of audience is a:
Correct Answer: horizontal portal.
11. Publishers and affiliates compare their capability to create value from content using a(n):
Correct Answer: Earnings Per Click model.
12. ______ offers the chance to use business-to-business exchanges to source products at lower
costs.
Correct Answer: Reintermediation
6

13. 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.
Correct Answer: False

Option Correct Answer:

14.1 Information/experience A. Includes B. Includes

seeking behaviour percentage of tracker and
models offline sales hunter.
influenced by the
web channel.

14.2 Hierarchy of response B. Includes C. Includes

buying process models tracker and problem
hunter. recognition,
search and
evaluation.

14.3 Multi-channel buying C. Includes A. Includes

models problem percentage of
recognition, offline sales
search and influenced by the
evaluation. web channel.

14.4 Trust-based models D. Include E. Considers the

different forms of influence of
'social proof' recommendations
where by different third
recommendations parties such as
are made in journalists,
forums or social comparison
networks. websites and
consumer ratings
and reviews.

14.5 Community E. Considers the D. Include

participation models influence of different forms of
recommendations 'social proof'
by different third where
parties such as recommendations
journalists, are made in
comparison forums or social
websites and networks.
consumer ratings
and reviews.

14. A free tool available to determine search demand for products and services in a market is:
Correct Answer: All of the above
 MKT308 Testbank 7

Optio Correct Answer:

n

16.1 Information/experience- B. Examples B. Examples

seeking behaviour included directed included directed
models and undirected and undirected
information information
seekers, bargain seekers, bargain
hunters and hunters and
entertainment entertainment
seekers seekers

16.2 Hierarchy of response C. Awareness, C. Awareness,

model interest, interest,
evaluation, trial evaluation, trial
and adoption and adoption

16.3 Multichannel buying D. Degree of E. ROPO:

models connection and Research Online,
influencer Purchase Offline
models

16.4 Trust-based models E. ROPO: A. Brand vs

Research Online, Security vs
Purchase Offline Privacy

16.5 Social interaction models A. Brand vs D. Degree of

Security vs connection and
Privacy influencer
models