CHAPTER 5 QUIZ ANSWERS

 Question 1
1 out of 1 points
Which of the following identifies the activities to be used to reach customers and appeal
to their needs?
Selected Answer: Marketing plan
 Question 2
1 out of 1 points
What are the three major phases of the sales funnel?
Selected Answer: Acquisition, conversion, retention
 Question 3
1 out of 1 points
What is it called when a marketer convinces a customer to return for another purchase?
Selected Answer: Customer retention
 Question 4
1 out of 1 points
Which of the following businesses would likely find the greatest need for a mobile
credit card reader?
Selected Answer: Food truck
 Question 5
1 out of 1 points
Which of the following is not a reason that businesses are interested in search engine
optimization?
Selected High search engine rankings create unique learning opportunities for
Answer:
businesses.
 Question 6
1 out of 1 points
What is the purpose of a call to action?
Selected Answer: To encourage a customer to perform some action.
 Question 7
1 out of 1 points
Which of the following is an example of a “one-time driver”?
Selected Answer: Viral YouTube video
 Question 8
1 out of 1 points
Why is viral marketing a popular technique on digital media?
Selected Answer: Digital media makes it extremely easy to spread messages.
 Question 9
1 out of 1 points
 What is the purpose of customer acquisition?
Selected Answer: To help customers to get to know the brand or business.
 Question 10
1 out of 1 points
Which of the following is a major way to encourage retention of online customers?

Selected Answer: Designing a website with high quality services

 Question 11
1 out of 1 points
What is the term “Blog” short for?
Selected Answer: Web log
 Question 12
1 out of 1 points
What is the purpose of customer conversion?
Selected Answer: To facilitate the purchase of a product or service.
 Question 13
1 out of 1 points
What does organic search results refer to?
Selected Answer: Search results generated without payment.
 Question 14
1 out of 1 points
Which of the following is an example of a “regular traffic driver”?
Selected Answer: Google My Business listing
 Question 15
1 out of 1 points
What term refers to the promotion and selling of a product or service?
Selected Answer: Marketing
 Question 16
1 out of 1 points
What type of social media platform restricts the length of posts to a limited number of
characters?
Selected Answer: Microblog
 Question 17
1 out of 1 points
What term refers to a webpage specifically designed for a visitor’s first view of a
website?
Selected Answer: Landing page
 Question 18
1 out of 1 points
What is it called when a marketer convinces a customer to complete an online purchase?
 Selected Answer: Customer conversion
 Question 19
1 out of 1 points
What is a common reason Uber’s use of surge pricing is criticized?
Selected Answer: It is considered price gouging.
 Question 20
1 out of 1 points
What is it called when a marketer convinces a potential customer to view a viral video?
Selected Answer: Customer acquisition
 Question 21
1 out of 1 points
What does the “click-through rate” for an online advertisement represent?
Selected Answer: The number of clicks on an ad divided by the total views of that ad.
 Question 22
1 out of 1 points
What is it called when a manufacturer starts selling their goods online in a way that
annoys retailers of that same good?
Selected Answer: Channel conflict
 Question 23
1 out of 1 points
Which of the following demonstrates a two-step conversion process online?
Selected A free opt-in email converts interested customers who later are enticed to
Answer:
purchase an information product.
 Question 24
1 out of 1 points
What term best describes the group of consumers most likely to appreciate the value of
an online product?
Selected Answer: Target market
 Question 25
1 out of 1 points
Which of the following best describes an email campaign?
Selected A series of emails sent to a target market designed to acquire new
Answer:
customers.
 Question 26
1 out of 1 points
What is the general term for unsolicited and unwanted emails?
Selected Answer: Spam
 Question 27
1 out of 1 points
 When might a business choose to not sell a product online, but instead encourage
website visitors to come to a physical location?
Selected Answer: When the product is difficult to ship.
 Question 28
1 out of 1 points
Which of the following is NOT a “product” enhancement enabled by internet
technologies?
Selected Answer: Providing cheaper prices for a product online.
 Question 29
1 out of 1 points
Which term refers to the use of digital technologies to reach users and promote
business?
Selected Answer: Digital media marketing
 Question 30
1 out of 1 points
What are the 4 P’s of the marketing mix?
Selected Answer: Price, Promotion, Place, Product
 Question 31
1 out of 1 points
What is the purpose of customer retention?
Selected Answer: To keep customers coming back for more purchases.