Chaper 3

Question 1

PESTLE

Answer 1

1. Political forces
2. Economic forces
3. Social forces
4. Technological forces
5. Legal forces
6. Environmental forces

Question 2

Cloud computing

Answer 2

A term that is a metaphor for shared computing resources, which requires minimal management input and can be assessed via the internet

Question 3

Strategic Agility

Answer 3

The capability to innovate and so gain competitive advantage within a marketplace by monitoring changes within an organizations marketplace, and then efficiently evaluating alternative strategies, selecting, reviewing and implementing appropriate candidate strategies

Question 4

Martech Stack

Answer 4

A combination of different software services are online tools used to run all marketing operations across multiple channels, including customer acquisition, conversion, retention, and team communications, and to deliver customer and market insight and reporting

Question 5

Internet

Answer 5

The physical network that links computers across the globe. It consists of the infrastructure of network servers and communication links between them that are used to hold and transport the vast amount of information.

Question 6

World Wide Web

Answer 6

A medium for publishing information and providing services on the Internet it is access through web browsers which display site content on different webpages the content making up the websites is stored on web servers

Question 7

Web servers

Answer 7

Used to store the webpages access by web browsers. They may also link to databases of customer or product information which can be queried and retrieved using a browser.

Question 8

Web browser

Answer 8

Browser such as chrome Firefox safari and edge, provide an easy method of accessing and viewing information stored as HTML Web documents on different web servers

Question 9

Software as a Service (SAAS)

Answer 9

Business applications and software services are provided through the Internet and web protocols within the application managed on a separate server from where it is access to a web browser on an end users computer with the data stored within the cloud

Question 10

Content Management System (CMS)

Answer 10

Online service or software tool for creating editing and updating online content, assets, such as text and visual content, forming Web or mobile app Pages

Question 11

Streaming Media Server

Answer 11

Specialist server used to host broadcast, audio, or video

Question 12

Uniform (universal) resource locator (URL)

Answer 12

A web address used to locate a specific webpage on a web server

Question 13

URL Strategy

Answer 13

A defined approach to farming, URLs, including the use of capitalization nation and subdomains for different brands and different different locations. This has implications for promoting a website off-line to promotional URL’s search engine, optimization, and find ability.

Question 14

Content

Answer 14

The design text and graphical information that forms a webpage good content is the key to attracting customers to a website and retaining their interest or achieving repeat visits

Question 15

HTML (Hypertext Markup Language)

Answer 15

A standard format used to define the text and layout of webpages rendered by web browsers

Question 16

Cascading Style Sheets (CSS)

Answer 16

Mechanism for adding style to Web documents, which is independent of the content. CSS enable different style elements to be controlled across an entire site or sections of a site.. style elements that are commonly controlled include typography background, color and images, and border and margins

Question 17

Metadata

Answer 17

Data about data, a format describing the structure and content of data

Question 18

XML (eXtensible markup language)

Answer 18

A standard for transferring structured data that unlike HTML is purely presentational

Question 19

Blockchain Technology

Answer 19

I distributed ledger comprising batches of encrypted transaction records called blocks, which can be secured over, appeared to appear network such as the Internet. The system is secure and transaction. History can’t be modified to provide an audit trail.

Question 20

Digital Currency (Cryptocurrency)

Answer 20

A digital or virtual currency that is secured by cryptography, which makes it extremely difficult to counterfeit or double spend many cryptocurrencies are decentralized networks based on block chain technology

Question 21

Early Adopters

Answer 21

Companies or departments that invest in new technologies and techniques

Question 22

Hype Cycle

Answer 22

A graphic representation of the maturity, adoption and business application of specific technologies

Question 23

Ethical Standards

Answer 23

Practices and behaviors that are morally acceptable to society

Question 24

Privacy

Answer 24

Immoral right of individuals to avoid intrusion into their personal affairs

Question 25

Privacy

Answer 25

Immoral right of individuals to avoid intrusion into their personal affairs

Question 26

Identity theft

Answer 26

The misappropriation of the identity of another person without their knowledge or consent

Question 27

Viral Marketing

Answer 27

Online viral, marketing or buzz marketing is a form of electronic word-of-mouth marketing. Brands and promotions are discussed and awareness of them transmitted into two main forms either as pass email or discussion in a social network

Question 28

Personal Data

Answer 28

Any information about an individual stored by companies concerning their customers or employees

Question 29

Notification

Answer 29

The process where my companies register with the information commissioner to inform about their data holdings

Question 30

Malware

Answer 30

Malicious software or toolbars typically downloaded via the Internet, which act as a Trojan horse by executing unwanted activities, such as key logging of users, passwords, or viruses that may collect email addresses

Question 31

Spam

Answer 31

Unsolicited email usually usually bulk mail and un targeted

Question 32

Permission Marketing

Answer 32

Customers agree (opt-in) to be involved in an organizations, marketing activities, usually as a result of an incentive

Question 33

Opt-In

Answer 33

A customer proactively agrees to receive further information

Question 34

Opt-Out

Answer 34

A customer declined the offer to receive further information

Question 35

Cold List

Answer 35

Data about individuals that are rented or sold by a third-party

Question 36

House List

Answer 36

Data about existing customers used to market products to encourage future purchase

Question 37

Cookies

Answer 37

Cookies are small text files stored on an end users computer to enable websites to identify the user

Question 38

Persistent Cookies

Answer 38

Cookies that remain on the computer after a visitor session has ended. Used to recognize returning visitors

Question 39

Temporary or session cookies

Answer 39

Cookies used to manage a single visitor session

Question 40

First-party cookies

Answer 40

Serve by the site currently in use- typically for e-commerce sites

Question 41

Third Party Cookies

Answer 41

Survey another site to the one being viewed - typically for portals where an ad network will track remotely or where the web analytics software places a cookie

Question 42

Privacy statement

Answer 42

Information on the website, explaining how and why individuals data are collected, processed and stored

Question 43

Accessibility legislation

Answer 43

Legislation intended to protect website users with disabilities, including visual disabilities

Question 44

Domain name registration

Answer 44

The process of preserving a unique web address that can be used to refer to the company website

Question 45

Intellectual property rights (IPRs)

Answer 45

These protect the intangible property created by corporations or individuals that is protected under copyright, trade secret and patent laws

Question 46

Trademark

Answer 46

A trademark is a unique word or phrase that distinguishes your company. The mark can be registered as playing or designed text artwork or a combination. In theory colors smells and sounds can also be trademark.

Question 47

Distance selling law

Answer 47

Legal requirements for providing information about the contractual agreement entered into between a merchant and customer for providing goods and services, including company, information, pricing additional cost, and returns

Question 48

Native advertising

Answer 48

Online content is integrated with publisher editorial content to promote or enhance a brand, such as a publisher article or social media update

Question 49

Social exclusion

Answer 49

Part of society is excluded from the facilities available to the remainder

Question 50

Globalization

Answer 50

The increase of international trading and shared social and cultural values

Question 51

Internet governance

Answer 51

Control of the operation use of the Internet

Question 52

Net or network neutrality

Answer 52

Net neutrality the principle of provision of equal access to different Internet services by telecommunications service providers