MKTG437 EXAM 1 QUESTIONS AND
ANSWERS
Affiliate marketing - Correct Answers -Affiliate marketers make money when a visitor
clicks on one of their affiliate links and buys something on the destination website
Affiliate marketer may also be abl to exert indirect influence on amount of purchase that
occurs
AIDA - Correct Answers -Awareness- generate traffic to bring vistors to drive awareness
Interest- facilitate website vistors' interest
Desire- drive interest of visitor to take a specific action
Action
Consumer Decision Journey Conversion - Correct Answers -Problem recognition- help
consumers recognize a problem or need
Information search- help consumers find options available to help them solve the
problem
Evaluation of alternatives- help consumer narrow their consideration sets
Purchase- help consumers buy and receieve their products, offer incentives to make
transaction
Post Purchase- help consumers share experience with others and company
Conversion sources - Correct Answers -Conversions occur when consumers do
something you want them to do
Purchase
Lead
Engagement
Account creation
Click-through
Direct traffic - Correct Answers -Comes from having a recognizable brand, easy-to-
remember URL, bookmarked pages, or a mobile app
Eg: going directly to amazon.com
IP address - Correct Answers -Internet Protocol address
Standardized set of procedures for locating computers connected to the internet and for
transferring information from one computer to another
JAVA script - Correct Answers -Programming language to create homepage
, Long tail of marketing - Correct Answers -Shifting away from small number of brands
and products at the largest part of demand curve to the "long tail"- huge number of
customizable products and brands appealing to small niches
Costs of distribution are lower, price is transparent, product/promotion
Old rules vs new rules of marketing - Correct Answers -Old rules: one way
communication, interruption model, appeals to masses, based on limited campaigns
New rules: micro-targeting underserved audiences, marketing is more than ads,
authenticity, participation, two-way communication
Page views - Correct Answers -
Paid media - Correct Answers -Content paid for and placed online
Eg: Display ad search
Paid traffic - Correct Answers -Company has paid to display on other websites
Referral traffic - Correct Answers -Paid referral traffic is banner ads, text ads, video ads,
affiliates
Unpaid: Facebook, email, social media activity, backlinks
Search Traffic - Correct Answers -An internet user clicks on a link to the site from a
search engine results page
Server - Correct Answers -A computer connected to the internet that fulfills information
requests to the website
Segment design - Correct Answers -Addressing the needs of multiple customer
segments, understanding vairous needs and interests of website's customers
Shopping cart abandonment - Correct Answers -When a consumer leaves the site
without purchasing what is in their cart
Steps in website design - Correct Answers -1. Planning: define target, analyze
competition
2. Design and development: define content stucture, write and present effective content
3 and 4. Testing/deployment: web hosting, testing all links work
Traffic generation - Correct Answers -Number of visitors that visit your site or specific
web page
Traffic Sources - Correct Answers -Direct
Unpaid referral
Paid referral
Unpaid search traffic
Paid search traffic
ANSWERS
Affiliate marketing - Correct Answers -Affiliate marketers make money when a visitor
clicks on one of their affiliate links and buys something on the destination website
Affiliate marketer may also be abl to exert indirect influence on amount of purchase that
occurs
AIDA - Correct Answers -Awareness- generate traffic to bring vistors to drive awareness
Interest- facilitate website vistors' interest
Desire- drive interest of visitor to take a specific action
Action
Consumer Decision Journey Conversion - Correct Answers -Problem recognition- help
consumers recognize a problem or need
Information search- help consumers find options available to help them solve the
problem
Evaluation of alternatives- help consumer narrow their consideration sets
Purchase- help consumers buy and receieve their products, offer incentives to make
transaction
Post Purchase- help consumers share experience with others and company
Conversion sources - Correct Answers -Conversions occur when consumers do
something you want them to do
Purchase
Lead
Engagement
Account creation
Click-through
Direct traffic - Correct Answers -Comes from having a recognizable brand, easy-to-
remember URL, bookmarked pages, or a mobile app
Eg: going directly to amazon.com
IP address - Correct Answers -Internet Protocol address
Standardized set of procedures for locating computers connected to the internet and for
transferring information from one computer to another
JAVA script - Correct Answers -Programming language to create homepage
, Long tail of marketing - Correct Answers -Shifting away from small number of brands
and products at the largest part of demand curve to the "long tail"- huge number of
customizable products and brands appealing to small niches
Costs of distribution are lower, price is transparent, product/promotion
Old rules vs new rules of marketing - Correct Answers -Old rules: one way
communication, interruption model, appeals to masses, based on limited campaigns
New rules: micro-targeting underserved audiences, marketing is more than ads,
authenticity, participation, two-way communication
Page views - Correct Answers -
Paid media - Correct Answers -Content paid for and placed online
Eg: Display ad search
Paid traffic - Correct Answers -Company has paid to display on other websites
Referral traffic - Correct Answers -Paid referral traffic is banner ads, text ads, video ads,
affiliates
Unpaid: Facebook, email, social media activity, backlinks
Search Traffic - Correct Answers -An internet user clicks on a link to the site from a
search engine results page
Server - Correct Answers -A computer connected to the internet that fulfills information
requests to the website
Segment design - Correct Answers -Addressing the needs of multiple customer
segments, understanding vairous needs and interests of website's customers
Shopping cart abandonment - Correct Answers -When a consumer leaves the site
without purchasing what is in their cart
Steps in website design - Correct Answers -1. Planning: define target, analyze
competition
2. Design and development: define content stucture, write and present effective content
3 and 4. Testing/deployment: web hosting, testing all links work
Traffic generation - Correct Answers -Number of visitors that visit your site or specific
web page
Traffic Sources - Correct Answers -Direct
Unpaid referral
Paid referral
Unpaid search traffic
Paid search traffic
