Upload
others
View
10
Download
0
Embed Size (px)
Citation preview
MF-300 1 International eMarketing
Questions Type Grading
1 MF-300, general information Document Automatic score
2 1 Multiple choice Automatic score
3 2 Simple choice Automatic score
4 3 Simple choice Automatic score
5 4 Simple choice Automatic score
6 5 Simple choice Automatic score
7 6 Simple choice Automatic score
8 7 Simple choice Automatic score
9 8 Simple choice Automatic score
10 9 Simple choice Automatic score
11 10 Simple choice Automatic score
12 11 Simple choice Automatic score
13 12 Simple choice Automatic score
14 13 Simple choice Automatic score
15 14 Simple choice Automatic score
16 15 Simple choice Automatic score
17 16 Simple choice Automatic score
18 17 Simple choice Automatic score
19 18 Simple choice Automatic score
20 19 Simple choice Automatic score
MF-300 1 International eMarketing
Exam start time: 27.05.2015 09:00Exam end time: 27.05.2015 12:00
PDF created 20.10.2015 13:42Created by Sara Isabelle MoenNo. of pages 24
1
Questions Type Grading
21 20 Simple choice Automatic score
22 21 Simple choice Automatic score
23 22 Simple choice Automatic score
24 23 Simple choice Automatic score
25 24 Simple choice Automatic score
26 25 Simple choice Automatic score
27 26 Simple choice Automatic score
28 27 Simple choice Automatic score
29 28 Simple choice Automatic score
30 29 Simple choice Automatic score
31 30 Simple choice Automatic score
32 31 Simple choice Automatic score
33 32 Simple choice Automatic score
34 33 Simple choice Automatic score
35 34 Simple choice Automatic score
36 35 Simple choice Automatic score
37 36 Simple choice Automatic score
38 37 Simple choice Automatic score
39 38 Simple choice Automatic score
40 39 Simple choice Automatic score
41 40 Simple choice Automatic score
42 41 Simple choice Automatic score
43 42 Simple choice Automatic score
44 43 Simple choice Automatic score
MF-300 1 International eMarketing
Exam start time: 27.05.2015 09:00Exam end time: 27.05.2015 12:00
PDF created 20.10.2015 13:42Created by Sara Isabelle MoenNo. of pages 24
2
Questions Type Grading
45 44 Simple choice Automatic score
46 45 Simple choice Automatic score
47 46 Simple choice Automatic score
48 47 Simple choice Automatic score
49 48 Simple choice Automatic score
50 49 Simple choice Automatic score
51 50 Simple choice Automatic score
MF-300 1 International eMarketing
Exam start time: 27.05.2015 09:00Exam end time: 27.05.2015 12:00
PDF created 20.10.2015 13:42Created by Sara Isabelle MoenNo. of pages 24
3
Section 1
1
MF-300, general informationSubject : International e-Marketing (MF-300)
Date : 27th May 2015
Duration: 3 hours
Resources Allowed: Dictionary English or Norwegian or to/from English/Norwegian and mothertongue.
Answer all questions.
General Instructions: There are 50 questions in total. Each question has five alternative choiceswhere only one is correct. Select the right answer.
2 QUESTION
1 is the use of communications technology for marketing activity and the processesfor creating, communicating, delivering and exchanging offerings that have for customers, clients,partners and society at large.
E-businessE-commerceE-marketingE-retailingE-HRM
MF-300 1 International eMarketing Page 4 of 24
3 QUESTION
2Which one of these is not one of the 5 S benefits of digital marketing?
SellSpeakServeSearchSizzle
4 QUESTION
3The 2 Ss in SOSTAC planning framework stand for
Sell and SpeakSpeak and SaveSituation and StrategyStructure and SystemsStyle and Staff
5 QUESTION
4What are two components of the SOSTAC planning framework which are more closely relate toapplying digital analytics?
MF-300 1 International eMarketing Page 5 of 24
Situation and StrategyObjectives and ControlStructure and SystemsTactics and ActionsStyle and Staff
6 QUESTION
5Which of the following is a site engagement measure ?
Bounce rateDurationPages per visitScroll DepthAll of the above
7 QUESTION
6Today’s media can be categorized into three main types from the organization's perspective. Theyare
Paid, Owned and EarnedTV, Mobile phones and InterentTV, Radio and PressOnline, Offline, PrintSocial, Private and Public
MF-300 1 International eMarketing Page 6 of 24
8 QUESTION
7The best measure used to review and control the cost of new customers is
Cost per click (CPC)Earnings per click (EPC)Cost per thousand (CPM)Allowable cost per acquisition (CPA)Earnings Per Share (EPS)
9 QUESTION
8Which of the following is not a component of the PRACE Framework?
PlanReachActControlEngage
10 QUESTION
9Which product involves pricing variations such as pay per view, subscription and bundling?
MF-300 1 International eMarketing Page 7 of 24
Physical productDigital productPhysical serviceVirtual productAugmented product
11 QUESTION
10Assessing the demand for digital services (the online revenue contribution) is an example of
Satisfying competitor requirementsAnticipating customer requirementsSatisfying customer requirementsSatisfying supplier needsAnticipating shareholder requirements
12 QUESTION
11The Facebook or MySpace website belongs in which category of website?
Transactional websiteRelationship-building websiteMedia or publisher websiteSocial networkBrand building website
MF-300 1 International eMarketing Page 8 of 24
13 QUESTION
12A method of assessing influence of sale or conversion across multiple touchpoints
Last click ruleMedia attributionAffiliate marketingGoogle keyword toolPay per click
14 QUESTION
13Two of Cialdini's six weapons of influence are
Permission and activityReciprocity and scarcityEngagement and social sharingSatisfaction and advocacyTrust and satisfaction
15 QUESTION
14Which one of the following is not an example for an activity level e-business model?
MF-300 1 International eMarketing Page 9 of 24
Online purchasingOrder processingContent publishingSocial media communicationCustomer relationship management
16 QUESTION
15This traffic source is URL type-ins, book marks and untracked campaigns, e.g. from Emailmarketing and apps
DirectReferralsSearchCampaignSocial media
17 QUESTION
16A commission-based arrangement where a publisher is credited for sales by a percentage of saleor a fixed amount
Search engine optimization (SEO)Pay per click (PPC)Social media marketingDisplay advertisingAffiliate marketing
MF-300 1 International eMarketing Page 10 of 24
18 QUESTION
17Visits from search engines which don't incur a cost-per-click
Search engine optimization (SEO)Pay per click (PPC)Social media marketingInteractive advertisingPermission marketing
19 QUESTION
18A model for calculating long-term returns on digital media investment is
Customer Lifetime valueBounce rateCampaign ROIGap analysisClickt through rate
20 QUESTION
19Using social media and consumer interactions to facilitate online sales is known as
MF-300 1 International eMarketing Page 11 of 24
Mobile commerceE-commerceSocial commerceDigital commerceE-government
21 QUESTION
20An essential and free tool for reviewing how customers search online is
AlexaGoogle KeywordHitwiseNetratingsMajestic SEO
22 QUESTION
21An online organization that aggregates and distributes information is known as
InfomediaryOnline libraryOnline auctionPure playClick and brick
MF-300 1 International eMarketing Page 12 of 24
23 QUESTION
22 are applications where the basic product will be offered free while thesubsequent upgraded version will be provided at a fee.
PremiumsFreemiumsSoftwaresURLsOVPs
24 QUESTION
23Buyers set the prices and sellers decide whether to accept the prices in a
Dynamic auctionOnline auctionReverse auctionRegular auctionInternet auction
25 QUESTION
24The percentage of visitors who enter a site or page and leave immediately is called the
MF-300 1 International eMarketing Page 13 of 24
Bounce rateROPOPPCPure playChurn rate
26 QUESTION
25An online only organization with no physical high street presence or distribution is called as
Pure playOne-ponyClicks and mortarBricks and mortarMultinational
27 QUESTION
26Following is not an item of the Peppers and Rogers’s 5 I s (1997)
IdentificationIndividualizationInteractionIntegrationImagination
MF-300 1 International eMarketing Page 14 of 24
28 QUESTION
27This social media channel is core to encouraging conversation and sharing
Social networksBlog outreachSocial commerceSocial searchSocial customer service
29 QUESTION
28The process of sharing to partner sites or publishers is known as
SyndicationIntra-netSocial proofSocial commerceMobile commerce
30 QUESTION
29To track marketing outcomes in Google analytics you need to set up
MF-300 1 International eMarketing Page 15 of 24
GoalsFunnelsAdvanced segmentsEvent trackingCustom reports
31 QUESTION
30Usability can be tested through
SatisfactionEfficiencyEffectivenessAll of the aboveNone of the above
32 QUESTION
31Factors which affect the position of an Ad in the sponsored listings
Quality scoreAd click through rateAd text relevanceLanding page speedAll of the above
MF-300 1 International eMarketing Page 16 of 24
33 QUESTION
32A plan defining the purpose, type and frequency of communications
Contact strategyContent strategySEO strategyIA strategyConsistency strategy
34 QUESTION
33 refers to the use of an online auction service, such as eBay, or a social network,such as Facebook.
E-governmentConsumer-to-consumer (C2C)Consumer-to-business (C2B)Business-to-business (B2B)Government-to-business (G2B)
35 QUESTION
34A marketing manager considering representation of his or her company on a portal shouldconsider
MF-300 1 International eMarketing Page 17 of 24
Reach of websiteAudience composition of websiteCost per 1000 page viewsadvertising placements in contextual contextAll of the above
36 QUESTION
35A display advert is most effective in supporting which stage in the buying process model?
AwarenessDesireActionTrialAdoption
37 QUESTION
36 is an approach to website design intended to accommodate website usage usingdifferent browsers and settings particularly required by the visually impaired and other disabledwebsite users.
Web log analysisWeb usabilityWeb persuasionWeb analyticsWeb funnels
MF-300 1 International eMarketing Page 18 of 24
38 QUESTION
37Cookies
typically hold credit card informationtypically hold personal informationtypically hold a unique identifier for a website visitor which may be linked to a customer databasetypically hold purchase history informationtypically hold company contact information
39 QUESTION
38The online value proposition should
be a clear differentiator from online competitorsapply to the target market segment(s) to whom the proposition will appealbe communicated to website visitors and in all marketing communicationsbe supported by appropriate resource levelsAll of the above
40 QUESTION
39 is a technique for strategic analysis focusing on assessment of current e-commercecapabilities of the organization.
MF-300 1 International eMarketing Page 19 of 24
Five Forces AnalysisSWOT analysisStage model analysisCompetitor analysisProduct life cycle analysis
41 QUESTION
40Personalization refers to
Content of a website is tailored to an individual's preferencesAn e-mail addressed to an individualAn offer to purchase based on similar purchaser's behavioursUpdating content according to preferences from previous visitsAll of the above
42 QUESTION
41When display advertising is purchased according to the number of times an ad is served, whichform of payment model is this?
EPCPPCCPMCPACTR
MF-300 1 International eMarketing Page 20 of 24
43 QUESTION
42 is an element of online PR that involves monitoring and following up on comments inblogs, forums and social networks.
Link buildingReputation managementOnline press centreBloggingSharing
44 QUESTION
43Which of the following is a not a disadvantage of Affiliate Marketing?
Incremental profits may be limitedAffiliate may exploit your brand nameAffiliates are less vigilant and less responsiveMay damage brand reputationHave to pay programme management fees
45 QUESTION
44 occurs when software tracks a user’s movement through website and then sendsappropriate web content at a moment’s notice.
MF-300 1 International eMarketing Page 21 of 24
Data miningBehavioral targetingCollaborative filteringWeblog analysisNone of the above
46 QUESTION
45Which of the following is not a Client side tool (pull tool) ?
Individualized web portalsWeb formsRSS feedsWireless data servicesWeb log analysis
47 QUESTION
46 is where customer agree (opt in) to be involved in an organization’s marketingactivities, usually as a result of an incentive.
Social marketingDigital marketingRelationship marketingPermission based marketingHolistic marketing
MF-300 1 International eMarketing Page 22 of 24
48 QUESTION
47Which of the following information needed to be collected in order to build a dynamic customerprofile?
Web behaviorSocial behaviorDemographicsMobile activityAll of the above
49 QUESTION
48Which of the following is not a main building block of a customer relationship management(CRM) strategy?
VisionStrategyOrganizational collaborationProcessesCompetitor coordination
50 QUESTION
49The process of removing middlemen so that organizations can directly deal with customers isknown as
MF-300 1 International eMarketing Page 23 of 24
DisintermediationReintermediationInfomediationAffiliationCordination
51 QUESTION
50Which of the following is not among the 4 types of web purchase decisions identified byEisenberg?
CompetitiveSpontaneousComparativeMethodicalHumanistic
MF-300 1 International eMarketing Page 24 of 24