chapter 5

Question 1

Which of the following improves​ one-to-one marketing by allowing the firm to tailor the value proposition based on each​ customer’s unique wants or​ needs?
A.Customer equity
B.Share of customer systems
C.Lifetime value
D.Marketing automation
E.Customer relationship management programs

Answer 1

customer relationship management programs

Question 2

Markhov chain modeling is used to measure which of the​ following?
A. discount rate
B. sentiment analysis 
C. Customer prioritization 
D. consumer equity 
E. Customer lifetime value

Answer 2

Customer lifetime value

Question 3

How can Big Data be used to yield a greater return on investment on marketing​ efforts?
A.By identifying new opportunities through analytics
B.By engaging in web scraping
C.By increasing commercial entity sources
D.By increasing the use of the Internet of Things
E.By tracking government and nongovernmental sources

Answer 3

by providing new opportunities through analytics

Question 4

Which of the following is a sophisticated analysis technique used to take advantage of transaction​ information?
A.Web scraping
B.Data mining
C.Channel partner modeling
D.Sentiment analysis mining
E.Scanner data modeling

Answer 4

data mining

Question 5

Which of the following allow marketers to understand what marketing communications directly influence current and potential​ customers?
A.
Digital marketing channels
B.
Predictive analytics
C.
​Cost-per-click advertising
D.
Search engine optimization
E.
Landing pages

Answer 5

digital marketing channels

Question 6

Which of the following is NOT one of the major groupings of digital marketing​ channel?
A.
Digital ad networks
B.
​Pay-per-click
C.
Social media
D.
Email
E.
Short message service

Answer 6

pay per click

Question 7

What does the​ click-through rate​ measure?
A.
The difference between the price a product is purchased for and its actual cost
B.
The percentage of users who clicked on the ad to be redirected to another Web page
C.
The cost charged to firms when a visitor visits a website
D.
How often a visitor to a site makes a purchase
E.
The amount of time a Web page visitor stayed on a specific site

Answer 7

the percentage of users who clicked on the ad to be redirected to another web page

Question 8

​\_\_\_\_\_\_\_\_ is an online ad purchase in which the cost of the advertisement is charged only each time an individual clicks on the advertisement.
A.
Predictive analytics
B.
Conversion rate
C.
Margin on sales
D.
​Cost-per-click
E.
Churn rate

Answer 8

cost per click