1. Marketing activities should be of no interest to a nonprofit organization.
True
False
2. What's another term for search engine optimization?
Search engine ranking
SEO
Search performance marketing
SEM
3. What's the meaning of CMS?
Clear management system
Core management system
Content management system
Context management system
4. The activity for creating, communicating, delivering and exchanging offerings that benefit the organization, its stakeholders and society at large is referred to as ____________.
Marketing
Advertising and promotion
Creative planning
Consumerism
5. People that search for local products and services online have a high intent to buy?
True
False
6. The first objective in marketing is to discover consumer ___________.
Diversity
Potential
Objectives
Needs
7. With PPC listings, advertisers pay each time the listing is viewed?
True
False
8. Which concept is NOT a concept of inbound marketing?
Closely aligned with digital marketing
Attracts leads by providing helpful content
Uses volume and repetition to spread word of existence
Pull, rather than push, strategy
9. Another common term for organic listings is sponsored links?
True
False
10. A user has submitted their email on a form on your website and they are instantly on your waiting list. What type of opt-in permission is this?
Single opt-in
Conditional opt-in
Double opt-in
Express opt-in
11. A viral marketing campaign can be created through a:
Video clip
TV ad
Political message
Cartoon
Song
All of the above
12. What action is NOT related to managing consumers' fears and phobias:
Provide clear and effective privacy statements
Follow privacy and consumer protection guidelines in all markets
Make security of consumer data a priority
Define a competitive price
Present independent site certification
13. What is NOT a pricing tactic usually applied by companies that offer digital products such as written content, music or videos?
Subscription
Pay per view
Freemium
Group purchasing
Bundling
14. PPC ads are the listings you see at the very top and along the right hand side of the search engine results page of major search engines?
True
False
15. What is the general difference between SEO and SEM?
SEO is the west coast term, SEM is the east coast term
Nothing--they are synonyms
SEO refers to organic placement and SEM refers to all forms of search marketing
SEO refers to organic placement and SEM refers to paid search
16. Email marketing regulations are based on where your subscribers are located, not on where you are sending the emails from. There are some core pieces of legislation that every email marketer should be familiar with. Which regulation requires businesses to protect the personal data and privacy of European Union citizens?
CAN-SPAM
EURO-DATA
GDPR
CASL
17. What analytical factors can you use to assess if a web page on your site is effective?
Page views
Time on page
Bounce rate
Number of pages per visit
All of the above
18. An effective promotional mix must consider the following six key issues:
Interaction, integration, resourcing, infomediation and creativity
Integration, resourcing, interaction, creativity and proximity
Integration, creativity, interaction, globalization and resourcing
Integration, infomediation, proximity and resourcing
Integration, creativity, interaction, globalization and availability
19. What are some key elements that impact a website’s search engine optimization?
Page load speed
Backlinks
Keywords
Content
All of the above
20. The online presence of a company can be associated with different online goals, such as making its products available for online purchase, providing services and building relationships, offering an experience to strengthen the brand and stimulating interactions with consumers. What is the main goal of the website below?
Brand building and relationship with customers, shareholders, media and suppliers
E-commerce
New products development and research
Portal or media site
Services-oriented and relationship building
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