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?
Intermidiary analysis/None of the above /Supplier analysis/Competitor analysis/Demand analysis
2 Environmental scanning is the process of continuously monitoring and analyzing events in an organization environment(s), which have implications for planning?
true/false
3 Disintermediation describes:
the introduction of new manufacturers within the channel structure./both the first and third answer above/the introduction of new intermediaries within the channel structure./the removal of intermediaries from the channel structure./None of the above
4 Reintermediation describes:
the introduction of new manufacturers within the channel structure./both the first and third answer above/the introduction of new intermediaries within the channel structure./the removal of intermediaries from the channel structure./None of the above
5 To determine demand for digital services in a market, companies should survey:
All of the above/those who purchase online/the number in the market./those who use the Internet to inform their buying decision but may buy offline./those who have access to the Internet.
6 Visitor conversion effectiveness is a good indicator of:
offline marketing effectiveness/the capability to convert visitors to third-party websites to a destination website/overall business contribution of an e-commerce website/website design effectiveness/None of the above
7 Which of these is the typical sequence of activities in the buying process?
None of the above/Awareness, supplier search, decision, evaluation./Evaluation, awareness, supplier search, decision./Awareness, supplier search, evaluation, decision./Supplier search, awareness, evaluation, decision
8 Which of these is the least important member of the decision-making unit to target in direct mail?
Buyers./Influencers./None of the above./Deciders./Users./ Gatekeepers.
9 A typical countermediation response is:
None of the above./creating a new distributor that is independently positioned./bypassing an existing distributor./the first and third answers./purchasing an existing distributor.
10 A gateway website with services such as search, directories and content which serves a wide range of audience is a:
multimedia portal./horizontal portal./None of the above./geographical portal./vertical portal.
11 Publishers and affiliates compare their capability to create value from content using a(n):
Affiliate model (typically CPA)./Exposure model (typically CPM)./Pay Per Click model./Earnings Per Click model.
12 ______ offers the chance to use business-to-business exchanges to source products at lower costs.
Countermediation/Distintermediation/Reintermediation/Affilimediation
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.
true/false
14 A free tool available to determine search demand for products and services in a market is:
Google Insights for Search./Google Trends/Google Keyword Tool./All of the above/Google Traffic Estimator.
15 Digital rights management (DRM) is the use of similar technologies to protect the distribution of digital services or content such as software, music, movies, or other digital data?
true/false