MF-300 1 International eMarketing Kandidat-ID: 2604 · MF-300 1 International eMarketing Kandidat-ID:2604 ... The 2 Ss in SOSTAC planning ... A marketing manager considering representation
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MF-300 1 International eMarketing
Kandidat-ID: 2604
Oppgaver Oppgavetype Vurdering Status
1 MF-300, general information Dokument Automatisk poengsum Levert
PDF opprettet 20.10.2015 13:43Opprettet av Sara Isabelle MoenAntall sider 24Oppgaver inkludert JaSkriv ut automatisk rettede Ja
3
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 OPPGAVE
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
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3 OPPGAVE
2Which one of these is not one of the 5 S benefits of digital marketing?
SellSpeakServeSearchSizzle
4 OPPGAVE
3The 2 Ss in SOSTAC planning framework stand for
Sell and SpeakSpeak and SaveSituation and StrategyStructure and SystemsStyle and Staff
5 OPPGAVE
4What are two components of the SOSTAC planning framework which are more closely relate toapplying digital analytics?
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Situation and StrategyObjectives and ControlStructure and SystemsTactics and ActionsStyle and Staff
6 OPPGAVE
5Which of the following is a site engagement measure ?
Bounce rateDurationPages per visitScroll DepthAll of the above
7 OPPGAVE
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
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8 OPPGAVE
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 OPPGAVE
8Which of the following is not a component of the PRACE Framework?
PlanReachActControlEngage
10 OPPGAVE
9Which product involves pricing variations such as pay per view, subscription and bundling?
34A marketing manager considering representation of his or her company on a portal shouldconsider
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Reach of websiteAudience composition of websiteCost per 1000 page viewsadvertising placements in contextual contextAll of the above
36 OPPGAVE
35A display advert is most effective in supporting which stage in the buying process model?
AwarenessDesireActionTrialAdoption
37 OPPGAVE
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
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38 OPPGAVE
37Cookies
typically hold credit card informationtypically hold personal informationtypically hold a unique identifier for a website visitor which may be linked to a customerdatabasetypically hold purchase history informationtypically hold company contact information
39 OPPGAVE
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 OPPGAVE
39 is a technique for strategic analysis focusing on assessment of current e-commercecapabilities of the organization.
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Five Forces AnalysisSWOT analysisStage model analysisCompetitor analysisProduct life cycle analysis
41 OPPGAVE
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 OPPGAVE
41When display advertising is purchased according to the number of times an ad is served, whichform of payment model is this?
EPCPPCCPMCPACTR
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43 OPPGAVE
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 OPPGAVE
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 OPPGAVE
44 occurs when software tracks a user’s movement through website and then sendsappropriate web content at a moment’s notice.
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Data miningBehavioral targetingCollaborative filteringWeblog analysisNone of the above
46 OPPGAVE
45Which of the following is not a Client side tool (pull tool) ?
Individualized web portalsWeb formsRSS feedsWireless data servicesWeb log analysis
47 OPPGAVE
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
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48 OPPGAVE
47Which of the following information needed to be collected in order to build a dynamic customerprofile?
Web behaviorSocial behaviorDemographicsMobile activityAll of the above
49 OPPGAVE
48Which of the following is not a main building block of a customer relationship management(CRM) strategy?