Quiz 3:

1. Site performance is:

a. Ensuring page download speed is acceptable
b. Ensuring e-mail response is acceptable
c. Registering and renewing web address names
d. None
e. Ensuring the website is running continuously

2. The main outcome that is required from a publisher’s website is:

a. To connect the audience with relevant content
b. To generate potential sales leads which are likely to be converted offline
c. To achieve sales
d. To increase engagement with the audience
e. None

3. _______ is an element of online PR involves regularly updated posts about company activities in
a format similar to online services such as Blogger and Wordpress
a. Online Press centre
b. Blogging
c. Reputation management
d. Link building
e. None

4. An example of a business contribution objective is

a. 15% of all sales leads are generated via the website
b. None
c. The allowable cost of acquisition for a credit card must be less than $100
d. For each 100 new visitors, 6 register for an e-mail newsletter
e. Our interactive ads reach an audience of 100,000 online each month

5. This characteristic of digital media know as ______ describes the use of forums, communities,
social networks and blog commenting.
a. None
b. Push to pull
c. One-to-many to many-to-many communications
d. Monologue to dialogue to trialogue
e. One-to-omany to one-one-to-some and one-to-one
6. This characteristic of digital media know as ______ describes the concepts of mass-
customisation and personalisation
a. Monologue to dialogue to trialogue
b. One-to-many to one-one-to-some and one-to-one
c. One-to-many to many-to-many communications
d. Push to pull
e. None

7. The main emphasis of the Amazon website belongs in which category?

a. Social network
b. Relationship-building
c. Brand-building
d. Transactional
e. Media or publisher

8. ______ is intended to create stable releases more frequently than traditional development
methodologies, i.e. new functionality will be introduced through several releases each month
rather than a more significant releases every few weeks, months or even years
a. None
b. Agile development
c. Domain registration
d. Scrum
e. Soft launch

9. An example of cost-based objective is

a. The allowable cost of acquisition for a credit card must be less than $100
b. Our interactive ads reach an audience of 100,000 online each month
c. 15% of all sales leads are generated via the website
d. For each 100 new visitors, 6 register for an e-mail newletter
e. None

10. Attribution is important since it helps companies determine which of their media investments
are most effective in encouraging online leads and sales through considering complex customer
journeys where customers consume different media on path to purchase
a. True
b. False

11. The online communications techniques of search engine optimisation (SEO) is aimed at
achieving/ gaining:
a. A good ranking in the organic or natural listing of search engines
b. All
c. A position in web site directories
d. A good ranking in sponsored listing of the search engines
e. Representation on third party websites
12. The website of a business-to-business company which does not sell online belongs in which
category of website?
a. Relationship-building.
b. Transactional.
c. Media or publisher.
d. Social network.
e. Brand-building.

13. The performance-based affiliate marketing model of paying for leads or sales is usually charged
in which way?
a. Cost per Thousand (CPM)
b. Cost per Acquisition (CPA)
c. Earnings per Click (EPC)
d. Pay per Click (PPC)
e. None

14. Paid search marketing (e.g. Google Adwords) is usually purchased on which basis?
a. Pay per Click (PPC)
b. None
c. Cost per Acquisition (CPA)
d. Earnings per Click (EPC)
e. Cost per Thousand (CPM)

15. The degree to which ad placed within this specific media is able to target a specific group of
people is an example of the _____ characteristic of media suitability.
a. quality
b. time
c. coverage
d. cost
e. flexibility

16. The most important campaign measure is cost-per acquisition

a. True
b. False

17. What form of marketing is particularly suited to generating awareness about a brand or
promotion?
a. Viral marketing
b. E-mail marketing
c. None
d. Affiliate marketing
e. Permisision marketing
18. What type of e-marketing communications goal involves setting targets for offline events such
as store visits or phone calls?
a. Third-party websites
b. None
c. Conversion marketing and engagement
d. Multi-channel marketing
e. Traffic-building

19. Cookies are used in digital advertising for

a. Modelling / attribution of referrers
b. Serving different ad version in sequence of ads
c. All of the others
d. Re-marketing / behavioural targeting
e. Affiliate marketing

20. The ability of an ad placed in this specific media to

'grab the customer's attention' due to the
nature of that media is an example of the ______ attribute for media suitability and selection.
a. cost
b. coverage
c. quality
d. time
e. flexibility

21. A referrer is…

a. An on-site search engine results page link
b. The number of a site-specific phone number
c. The first part of the site URL
d. The type of site or traffic source that links to a site
e. None

22. Delivering e-mail based customer support is an example of:

a. Satisfying customer requirements
b. Anticipating customer requirements
c. Indentifying customer requirements
d. None

23. Personalisation is the characteristic of digital media which refers to _____ .

a. Profiling customers in real-tme
b. The tailoring of content in real-time on the website
c. Including both a push and pull mechanism to cummunications
d. None
e. Assessing the behaviour of website users in real-time
24. What concept in paid search advertising Google Adwords refers to amount bid by the
advertiser?
a. Content network
b. Maximum cost per click (CPC)
c. Click-through rate
d. None
e. Quality score

25. The main outcome that is required from a transactional e-commerce website is:
a. to connect the audience with relevant content.
b. to increase engagement with the audience.
c. to generate potential sales leads which are likely to be converted offline.
d. to achieve an online sales.
e. None

26. An e-mail newsletter is always used for customer retention.

a. True
b. False

27. A good website should always begin with the user. Understand who the ______ is, how they use
the channel to shop, and understand how the marketplace works in that category. This includes
understanding who your competitors are and how they operate online. You need continuous
research, feedback and usability testing to continue to monitor and evolve the customer
experience online. ______s want convenience and ease of ordering. They want a website that is
quick to download, well-structured and easy to navigate.
a. Customer
b. Owner
c. None
d. Intermediaries
e. Competitor

28. What type of digital marketing communications goal involves setting targets for the number of
unique visitors or visitor sessions?
a. Third-party websites
b. None
c. Conversion marketing and engagement
d. Multi-channel marketing
e. Traffic-building
29. ______ is a trial version of the website, typically with restricted access or not publicised.
a. Scrum
b. Domain registration
c. Soft launch
d. None
e. Agile development

30. Marketing is the management process responsible for ______, anticipating and satisfying
customer requirements profitably.
a. supplying
b. listening to
c. researching
d. identifying
e. None of the answers given are correct

Quiz 4:
1. In regard to main site development activities, “Initiation Processes” include
a. Marketing objectives – develop content – test and revise
b. Marketing objectives – market research – prototype design
c. Marketing research – prepare brief – select agency
d. Marketing research – prototype design – develop content
e. Marketing objectives – prepare brief – select agency (Chap 7)

2. Based on the online customer experience pyramid, which one is NOT categorized into “Rational
Values”?
a. Trust (Chap 7)
b. Availability
c. Speed
d. Customization
e. Usability

3. In terms of activity segmentation of a site requiring registration, “dormant user”

a. Registered within last 60 days
b. Registered but not used
c. None
d. Has no used within last 60 days
e. Has used within last 60 days
4. In terms of CRM data, “contact report (B2B)” belong to
a. Transaction data
b. Production data
c. Personal and profile data
d. All of the others
e. Communication data

5. Based on the communication model of Schramm (1995) applied to the Internet, “website” is
considered as
a. None
b. Feedback
c. Noise
d. Source
e. Receiver (-> web browser)

6. What are examples of Reliability of service quality?

a. Personalise
b. Ease of use
c. Availability
d. Download speed

7. In terms of improving the contribution og digital marketing within an organization, the question
“whether the measures are reviewed and interpreted at the right time” is related to
a. Action
b. Tools
c. Analysis
d. All of the others
e. Metrics

8. In regard to loyalty variables, “two-way communication that demonstrate dynamic nature of

the online buyer/supplier-customer relationship” is the website feature of
a. Contact interactivity (loyalty variables chap 11)
b. None
c. Care
d. Customization
e. Cultivation

9. What are examples of Media – Marketing communications term?

a. Public relations
b. Web, email, mobile
c. Both a and b
d. Direct marketing
10. In regard to loyalty variables, “personally, tailored product ranges, for example lists of regular
grocery purchase, favorite products, brand, etc.” is the website feature of
a. None
b. Cultivation
c. Customization (loyalty variables table 11.2 chap 11 book)
d. Convenience
e. Community

11. In terms of information processing, which stage is described as “content must be present for
long enough to be processed”?
a. Comprehension and perception
b. Exposure (Informational processing stage slide 7.18)
c. Attention
d. Yielding and acceptance
e. Retention

12. Based on the online customer experience pyramid, which is NOT categorized into “Promised
Experience”?
a. Fulfillment
b. Credibility (Emotional values – chap 7)
c. Flow and data entry
d. Range
e. Price and promotions

13. In regard to main site development activities, “Development Processes” include

a. None
b. Marketing objectives – prototype design – develop content – test and revise – launch site
c. Marketing objectives – prepare brief – develop content – test and revise – launch site
d. Marketing research - marketing objectives – develop content – test and revise – launch site
e. Marketing research – prototype design – develop content – test and revise – launch site
(slide 5 chap 7)

14. What are consumer characteristics?

a. Age (vì thầy Khiêm bảo thế ^^) (chap 2)
b. Personas
c. Access methods
d. All of them

15. What are examples of Responsiveness of service quality?

a. Ease of use
b. Download speed (chap 7)
c. Availability
d. Personalize
16. How did digital technologies support marketing?
a. Satisfying
b. Anticipating
c. All of them
d. Identifying (chap 6)

17. What are CRM data?

a. Web log data
b. Transaction data (chap 6)
c. None
d. a and b

18. What are the 5Ss bebefits of digital marketing

a. site, send, seek, surge, save
b. sell, search, speak, serve, sample
c. none
d. sell, serve, speak, save, sizzle

19. What are organisational problems if no E-marketing strategy?

a. Inadequate tracking
b. All of the others (chap 4 slide 4.4)
c. Senior management support limited
d. Market share

20. What are the issues in analyzing the online marketplace, micro-environment for suppliers and
intermediaries?
a. Level of technology adoption (chap 2 slide 2.11)
b. Access to digital platforms
c. All
d. Strategic intentions and planning

21. What are the intangible benefits of the Internet marketing?

a. New customers, new market
b. None
c. Feedback from customers (chap 4 slide 4.21)
d. Cost reduction

22. What are options for changing brand identity online?

a. Transfer
b. All of them (chap 5 slide 5.18)
c. Extend
d. Create new
23. Based on the online customer experience pyramid, which is NOT categorized into “Emotional
Values”?
a. Content and search (chap 7)
b. Trust
c. Visual design
d. Credibility
e. Style tone

24. What are the 4Ps matching with 4Cs

a. Place – communication with company
b. All
c. Product – customer needs and wants (chap 5 slide 5.7)
d. Promotion – cost

25. What are examples of Tangibles of service quality?

a. Availability
b. Download speed
c. Personalise
d. Ease of use (chap 7 slide 7.4)

26. In regard to loyalty variables, “email offers relating to past purchases, informing customers
when there is a discount sale on items similar to their pervious purchases” is the website
feature of
a. Character
b. Convenience
c. Community
d. None (Cultivation) (loyalty variables table 11.2 chap 11 book)
e. Choice

27. Based on the Content Marketing Mix, which kind of content is emotional and for awareness?
a. Education
b. Convincing
c. Inspiration
d. Entertainment (chapter 3 figure 3.3 book)
e. All of them

28. In terms of CRM data, “preferences” belong to

a. Communication data
b. Production data
c. Personal and profile data
d. None
e. Transaction data
29. What are examples of conducting marketing research online?
a. Online survey
b. Web logs
c. Online focus group
d. All of them (chap 5 slide 5.12)

30. How many steps of customer lifecycle segmentation?

a. 5
b. 7 (chap 4 slide 4.31)
c. 6
d. 8