MKT 4350 Digital Marketing - Exam 1
Questions with Complete Answers
Application Programming Interfaces - ANSWER-method of exchanging data between
systems such as website services
mobile marketing - ANSWER-marketing to encourage consumer engagement when
using mobile phones (particularly smartphones) or tablet devices
location-based marketing - ANSWER-location or proximity-based marketing is
mobile marketing based on the GPS built into phones or based on interaction with
other local digital devices
mobile-based apps - ANSWER-designed to run on smartphones and tablet
computers, apps provide users with rich mobile content by deploying the handset's
multiple native capabilities. apps are available for download from app stores hosted
by the mobile operating systems (e.g. iTunes for iOS, Google Play for Android,
Microsoft App Store, BlackBerry App World)
software as a service (SaaS) - ANSWER-business applications and software
services are provided through internet and web protocols with the application
managed on a separate server from where it is accessed through a web browser on
an end user's computer with data stored within "the cloud"
positioning - ANSWER-customers' perception of the product and brand offering
relative to those of competitors
target marketing survey - ANSWER-evaluation and selection of appropriate
customer segments and the development of appropriate offers
online value proposition (OVP) - ANSWER-a statement of the benefits of online
services that reinforces the core proposition and differentiates from an organization's
offline offering and those of competitors
value propostiion - ANSWER-the benefits or value a brand offers to customers in its
products and services
business-to-customer (B2C) - ANSWER-commercial transactions between an
organization and consumers
business-to-business (B2B) - ANSWER-commercial transactions between an
organization and other organizations (inter-organizational marketing)
consumer-to-consumer (c2c) - ANSWER-informational or financial transactions
between consumers, but usually mediated through a business site
, consumer-to-business (c2b) - ANSWER-consumers approach the business with an
offer
e-government - ANSWER-the use of internet tech to provide govt services to citizens
direct-to-customer model - ANSWER-a brand which has previously communicated to
its customers via intermediaries such as media sites or wholesalers communicates
directly via digital media such as social networks, email and websites
electronic commerce - ANSWER-all financial and informational electronically
mediated exchanges between an org and its external stakeholders
sell-side e-commerce - ANSWER-e-commerce transactions between a supplier org
and its customers
buy-side e-commerce - ANSWER-e-commerce transactions between a purchasing
org and its suppliers
social commerce - ANSWER-a subset of e-commerce which encourages
participation and interaction of customers in rating, selecting, and buying products
through group buying. this participation can occur on an e-commerce site or on third-
part sites
electronic business (e-business) or digital business - ANSWER-electronically
mediated info exchanges, both within an org and with external stakeholders
supporting the range of business processes
stage modesl - ANSWER-models for the development of different levels of internet
marketing services
brochureware site - ANSWER-a sample site with limited interaction with the user that
replicates offline marketing literature
transactional e-commerce sites - ANSWER-sites that support online sales
digital transformation - ANSWER-a staged program of business improvements to
people, process and tools tools used for integrated DM to maximize the potential
contribution of digital tech and media to business growth
digital media channels - ANSWER-online communications techniques used to
achieve goals of brand awareness, familiarity, favorability, and to influence purchase
intent by encouraging users of digital media to visit a website to engage with the
brand or product, and ultimately to purchase online or offline through transactional
media channels such as by phone or in-store
display ads - ANSWER-use of graphical or rich media and units within a web page to
achieve goals of delivering brand awareness, familiarity, favorability, and purchase
intent. many ads encourage interaction through prompting the view to rollover to play
videos, complete an online form or to view more details before clicking through a site
Questions with Complete Answers
Application Programming Interfaces - ANSWER-method of exchanging data between
systems such as website services
mobile marketing - ANSWER-marketing to encourage consumer engagement when
using mobile phones (particularly smartphones) or tablet devices
location-based marketing - ANSWER-location or proximity-based marketing is
mobile marketing based on the GPS built into phones or based on interaction with
other local digital devices
mobile-based apps - ANSWER-designed to run on smartphones and tablet
computers, apps provide users with rich mobile content by deploying the handset's
multiple native capabilities. apps are available for download from app stores hosted
by the mobile operating systems (e.g. iTunes for iOS, Google Play for Android,
Microsoft App Store, BlackBerry App World)
software as a service (SaaS) - ANSWER-business applications and software
services are provided through internet and web protocols with the application
managed on a separate server from where it is accessed through a web browser on
an end user's computer with data stored within "the cloud"
positioning - ANSWER-customers' perception of the product and brand offering
relative to those of competitors
target marketing survey - ANSWER-evaluation and selection of appropriate
customer segments and the development of appropriate offers
online value proposition (OVP) - ANSWER-a statement of the benefits of online
services that reinforces the core proposition and differentiates from an organization's
offline offering and those of competitors
value propostiion - ANSWER-the benefits or value a brand offers to customers in its
products and services
business-to-customer (B2C) - ANSWER-commercial transactions between an
organization and consumers
business-to-business (B2B) - ANSWER-commercial transactions between an
organization and other organizations (inter-organizational marketing)
consumer-to-consumer (c2c) - ANSWER-informational or financial transactions
between consumers, but usually mediated through a business site
, consumer-to-business (c2b) - ANSWER-consumers approach the business with an
offer
e-government - ANSWER-the use of internet tech to provide govt services to citizens
direct-to-customer model - ANSWER-a brand which has previously communicated to
its customers via intermediaries such as media sites or wholesalers communicates
directly via digital media such as social networks, email and websites
electronic commerce - ANSWER-all financial and informational electronically
mediated exchanges between an org and its external stakeholders
sell-side e-commerce - ANSWER-e-commerce transactions between a supplier org
and its customers
buy-side e-commerce - ANSWER-e-commerce transactions between a purchasing
org and its suppliers
social commerce - ANSWER-a subset of e-commerce which encourages
participation and interaction of customers in rating, selecting, and buying products
through group buying. this participation can occur on an e-commerce site or on third-
part sites
electronic business (e-business) or digital business - ANSWER-electronically
mediated info exchanges, both within an org and with external stakeholders
supporting the range of business processes
stage modesl - ANSWER-models for the development of different levels of internet
marketing services
brochureware site - ANSWER-a sample site with limited interaction with the user that
replicates offline marketing literature
transactional e-commerce sites - ANSWER-sites that support online sales
digital transformation - ANSWER-a staged program of business improvements to
people, process and tools tools used for integrated DM to maximize the potential
contribution of digital tech and media to business growth
digital media channels - ANSWER-online communications techniques used to
achieve goals of brand awareness, familiarity, favorability, and to influence purchase
intent by encouraging users of digital media to visit a website to engage with the
brand or product, and ultimately to purchase online or offline through transactional
media channels such as by phone or in-store
display ads - ANSWER-use of graphical or rich media and units within a web page to
achieve goals of delivering brand awareness, familiarity, favorability, and purchase
intent. many ads encourage interaction through prompting the view to rollover to play
videos, complete an online form or to view more details before clicking through a site
