Module 1

Question 1

Marketing

Answer 1

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offering that have value for customers, clients, partners, and society at large.

Question 2

Digital Marketing

Answer 2

Marketing activities that use electronic devices or the internet to connect with customers.

Question 3

Creating

Answer 3

The process of collaborating with suppliers and customers to create offerings that have value.

Question 4

Communicating

Answer 4

Broadly, describing those offerings, as well as learning from customers.

Question 5

Delivering

Answer 5

Getting those offerings to the consumer in a way that optimizes value.

Question 6

Exchanging

Answer 6

Trading value for those offerings.

Question 7

The Marketing Concept

Answer 7

A philosophy underlying all that marketers do, requires that marketers seek to satisfy customer wants and needs.

Question 8

Value Era

Answer 8

A time when companies emphasize creating value for customers.

Question 9

Remarketing

Answer 9

Targeting Advertisements to consumers who previously visited a website when they engage with other online sites or locations.

Question 10

Search Engine Marketing (SEM)

Answer 10

Internet-based marketing associated with the researching, submitting, and positioning of a website within search engines to achieve maximum visibility.

Question 11

Search Engine Optimization (SEO)

Answer 11

Process of increasing the quality and quantity of website traffic by increasing the visibility of a website or web page to users of a web search engine.

Question 12

Banner Ads

Answer 12

Form of online advertising that entails embedding an advertisement into a web page to attract traffic to a website by linking to the website of the advertiser.

Question 13

Email Marketing

Answer 13

act of sending a commercial message using email, typically in the form of advertisements, requesting business, or soliciting sales or donations, with the intention to build loyalty, trust, or brand awareness.

Question 14

The Four P’s

Answer 14

Product, Price, Place, Promotion

Question 15

Newsgroups

Answer 15

Online messaging system for users to post messages.

Question 16

Spam

Answer 16

Sending of unsolicited messages to users.

Question 17

Inbound Marketing

Answer 17

Two-way marketing activities that attract and pull consumers through different stages of the sales funnel.

Question 18

Outbound Marketing

Answer 18

One-way marketing activities initiated by the company that send messages out to consumers.

Question 19

Precise segmentation, targeting, and customization.

Answer 19

The high degree of interactivity and the large amount of data from digital marketing activates provide the benefit of precisely targeted customers and companies to customize marketing efforts directly to a precisely defined target market.

Question 20

Key Performance Indicators (KPI’s)

Answer 20

A KPI is something measurable that indicates the progress an organization is making toward its business objectives.

Question 21

App-Completion Rate

Answer 21

Number of people who start filling out an application compared to those who submitted the application.

Question 22

Social-Share Rate

Answer 22

A social media engagement measurement of the number of people who shared a post compared to those who viewed the post.

Question 23

Interconnectivity

Answer 23

The movement to connection in technology, relationships, and brands in a whole host of areas- from communications and computing to attitudes toward family and community.

Question 24

Cause-Related Marketing

Answer 24

Marketing activities that have the dual purpose of increasing profitability and improving society.

Question 25

User-Generated Content

Answer 25

Any form of content that is created by an online user – examples include images, videos, text, and audio.

Question 26

Behavioral Targeting

Answer 26

A range of technologies and techniques used by digital marketers that allow them to increase the effectiveness of their campaigns by capturing and analyzing consumer data.

Question 27

Individual Marketing

Answer 27

Individualized messages and offerings targeted to specific customers based on data analysis.

Question 28

Local Marketing

Answer 28

Marketing activities for a specific geographic area.

Question 29

Integrated Marketing Campaigns (IMC)

Answer 29

immersive and targeted communication with customers to help move them through the various stages of the buying process.

Question 30

Omnichannel Integration

Answer 30

A cohesive, seamless brand experience for the consumer through marketing content that is optimized for each channel and device.

Question 31

Business Ethics.

Answer 31

A branch of philosophy that involves the concept of right and wrong conduct within a business setting.

Question 32

Marketing Ethics

Answer 32

The moral principles that guide decision-making and strategy within the marketing function.

Question 33

Cookies

Answer 33

Data stored on a user’s computer by the web browser.

Question 34

Malware

Answer 34

Software designed to disrupt or damage a computer system.

Question 35

Third-Party Data

Answer 35

Data collected from a variety of sources with no direct connection with the data source.

Question 36

First-Party Data

Answer 36

Data collected directly by a company about consumers and can include online and offline information.

Question 37

Second-Party Data

Answer 37

Data collected by another source as first-party data and sold.