The nature of website objectives will depend on:

the tasks that visitors expect to perform on the site.

When setting objectives for a website, marketers must be concerned about:

the role of the site in overall marketing strategy.

is driven by customer information.

Where do “organic” or “natural” search rankings appear on a search results page?

To the left underneath the paid search terms

Why is search marketing so important to advertisers?

Allows them to connect with consumers when they're interested to purchase.

Typical website objectives include:

providing customer service and support.

Among the benefits that exceptional customer service confers on enterprises that can deliver it are:

sustainable competitive advantage.

Which of the following is NOT a true statement about providing customer service in social media?

Customer service in SM only works for high technology firms.

Google’s Ad Rank depends on:

The CPC, the Quality Score, and the expected impact from extensions.

Themes that recur frequently in the discussion of customer service include the:

need to invest time and resources in providing good customer care.

Consumers prefer self-service when:

when it works properly to meet their needs.

In developing the site navigational structure, it is important to:

construct a hierarchical diagram of site structure.

Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why?

Reddit’s users are unusually hostile to advertising.

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Digital Quiz 3 Review

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Questions 20

Answers

1
The customer lifecycle allows marketers to:
acquire more of their best type of customers.
All of these are correct.
identify their best prospects.
target lapsed customers and win back.
2
The search engine responsible for the most searches is:
Google.
Yahoo!
Bing
Ask Jeeves.
3
The nature of website objectives will depend on:
the tasks that visitors expect to perform on the site.
None of these is correct.
the types of hardware and software that will be used.
how visitors are going to be attracted to the website.
4
When setting objectives for a website, marketers must be concerned about:
making sure the website is equipped to conduct ecommerce.
a website that offers entertainment to visitors.
the role of the site in overall marketing strategy.
All of these are correct.
5
The CRM process:
is useful only for outbound marketing programs.
makes segmentation obsolete.
is driven by customer information.
allows for a one-size-fits-all approach to digital marketing.
6
Where do “organic” or “natural” search rankings appear on a search results page?
At the far right of the page
At the bottom of the page
To the left underneath the paid search terms
Nowhere; the user has to click to the next page to get past the paid terms
7
Why is search marketing so important to advertisers?
Allows them to connect with consumers when they're interested to purchase.
All of these are correct.
It is cheaper than any other form of advertising.
If they don’t appear on the front page of the results, competitors will
8
Typical website objectives include:
providing customer service and support.
All of these are correct.
creating "buzz" about the new site.
providing information for employees.
9
Among the benefits that exceptional customer service confers on enterprises that can deliver it are:
elimination of the need for measuring customer satisfaction.
decreased cost of customer acquisition.
sustainable competitive advantage.
All of these are correct.
10
________ is the set of techniques designed to make web pages rank highly on search engine result pages.
SEM
PPC
SEO
SAS
11
Which of the following is NOT a true statement about providing customer service in social media?
Social platforms must be monitored consistently to ID customer problems.
Providing customer service in SM requires a considerable amount of time.
Companies can no longer provide great customer service without using SM.
Customer service in SM only works for high technology firms.
12
Google’s Ad Rank depends on:
All of these are correct.
The highest keyword bid, the Quality Score, and the Rank Brain score.
The CPC, the Quality Score, and the expected impact from extensions.
The bid for each keyword, the relevance of the ad, and use of extensions.
13
The overwhelming majority of ________ users are female.
Snapchat
Pinterest
Twitter
Instagram
14
Themes that recur frequently in the discussion of customer service include the:
recognition that quality mgmt concepts are ineffective in area of service.
need to invest time and resources in providing good customer care.
high cost of exceptional customer care.
All of these are correct.
15
Consumers prefer self-service when:
when it works properly to meet their needs.
they have severe anger.
when there are no other reasonable alternatives.
it has nothing to do with technology.
16
In developing the site navigational structure, it is important to:
have every page represented on the main navigation bar.
construct a hierarchical diagram of site structure.
ensure that every node in the lattice can connect to every other node.
turn it over to technical personnel who have the necessary expertise.
17
What mechanism does Google use to sell AdWords keywords?
Bidding.
First-in-first-out (FIFO).
Lottery
Last-in-first-out (LIFO).
18
Although Reddit has almost a quarter of a million users, advertisers have a hard time succeeding on that platform. Why?
Reddit needs to be updated before it can support advertising tools
Reddit’s users are unusually hostile to advertising.
All of these are correct.
Most of Reddit’s users are college-educated males.
19
A search engine determines rank on its results pages by:
proprietary algorithms.
a vote of its users.
open source algorithms.
counting the number of times the search terms appear on each page.
20
The most important influencer of organic search ranking is estimated to be:
web hosting.
link activity.
web page optimization.
keyword density.

Digital Quiz 3 Review Flashcards | StudBud