Marketing 4650: Exam 1 Review Questions AND Correct
Answers
1st generation email marketing - ✔✔broadcast email, high
volume spam, low cost
2nd generation email marketing - ✔✔permission marketing;
responsible, segmented, usually relevant, value added
3rd generation email marketing - ✔✔customer engagement
email, focusing on individuals, personalized, true 1-to-1,
closed loop, mail worth opening, dialogue based
acquisition - ✔✔process of attracting a continuous stream of
new customers
acquisition and conversion - ✔✔which elements of the
marketing paradigm do front end activities focus on?
acquisition, conversion, retention, growth - ✔✔elements of
the NEW marketing paradigm
,acquisition, conversion, retention, growth - ✔✔what are the 4
generic goals of internet marketing?
advertising model - ✔✔a business model that focuses on
delivering messages with content; ex. Google, Facebook
advocacy, loyalty, trial, awareness - ✔✔components of the
brand loyalty pyramid
affiliate model - ✔✔a business model focusing on offering
incentives to partner sites; ex. blogs, yelp, restaurant.com
all promotional emails - ✔✔what does CAN-SPAM apply to?
analyze - ✔✔a factor of the video marketing strategy focusing
on measuring engagement, views, post and share frequency,
comments, and ratings
aspirer - ✔✔this customer is not very experienced on the
internet but very curious to learn more and utilize its features
especially on a mobile device
, behavioral and demographic data - ✔✔what kind of data is
helpful when getting information about consumers?
behavioral targeting - ✔✔best method of targeting
bounce rate - ✔✔undeliverable addresses as a % of total sent
brand equity - ✔✔set of associations that allow a brand to
earn more and have sustainable advantage
branding, marketing, advertising, website/retail display -
✔✔front end activities
brokerage model - ✔✔a business model focusing on bringing
buyers and sellers together; ex. eBay, Priceline, Alibaba
CAN-SPAM - ✔✔part of an email that includes a reply-to and
an unsubscribe option
click-through rate - ✔✔# of emails clicked on / # of emails
opened
Answers
1st generation email marketing - ✔✔broadcast email, high
volume spam, low cost
2nd generation email marketing - ✔✔permission marketing;
responsible, segmented, usually relevant, value added
3rd generation email marketing - ✔✔customer engagement
email, focusing on individuals, personalized, true 1-to-1,
closed loop, mail worth opening, dialogue based
acquisition - ✔✔process of attracting a continuous stream of
new customers
acquisition and conversion - ✔✔which elements of the
marketing paradigm do front end activities focus on?
acquisition, conversion, retention, growth - ✔✔elements of
the NEW marketing paradigm
,acquisition, conversion, retention, growth - ✔✔what are the 4
generic goals of internet marketing?
advertising model - ✔✔a business model that focuses on
delivering messages with content; ex. Google, Facebook
advocacy, loyalty, trial, awareness - ✔✔components of the
brand loyalty pyramid
affiliate model - ✔✔a business model focusing on offering
incentives to partner sites; ex. blogs, yelp, restaurant.com
all promotional emails - ✔✔what does CAN-SPAM apply to?
analyze - ✔✔a factor of the video marketing strategy focusing
on measuring engagement, views, post and share frequency,
comments, and ratings
aspirer - ✔✔this customer is not very experienced on the
internet but very curious to learn more and utilize its features
especially on a mobile device
, behavioral and demographic data - ✔✔what kind of data is
helpful when getting information about consumers?
behavioral targeting - ✔✔best method of targeting
bounce rate - ✔✔undeliverable addresses as a % of total sent
brand equity - ✔✔set of associations that allow a brand to
earn more and have sustainable advantage
branding, marketing, advertising, website/retail display -
✔✔front end activities
brokerage model - ✔✔a business model focusing on bringing
buyers and sellers together; ex. eBay, Priceline, Alibaba
CAN-SPAM - ✔✔part of an email that includes a reply-to and
an unsubscribe option
click-through rate - ✔✔# of emails clicked on / # of emails
opened
