MRKT 441 Exam 1 (Chapters 1–3) – Study Guide, Practice Questions & Exam
Review
Domain - ANS ✔✔name of the website
i.e - Amazon.com
IP Address - Internet Protocol address - ANS ✔✔The IP is a standardized set of procedures for
locating computers connect to the internet and for transferring information from one computer
to another.
URL - Uniform Resource Locator - ANS ✔✔Indicated which webpage John wants to display
Server - ANS ✔✔A computer connected to the internet that fulfills information requests to the
website
Browser - ANS ✔✔Software that displays webpages (I.e. Chrome, Firefox, Safari)
Cookie - ANS ✔✔-A unique identifier that the page your on places on your web browser during
one of his previous visits to the webpage so that the web page could remember him.
-Used to tailor the website experience to each user
HTML - ANS ✔✔1. Hyper-text markup language
Client-side coding language meant to display static webpages
Shopping Cart - ANS ✔✔Software that stores shoppers' product request
Transport layer security (TLS) - ANS ✔✔An encryption method to prevent eavesdropping from
third parties, its predecessor was called secure sockets layer (SSL)
,Web hosting company - ANS ✔✔i.e. goDaddy or Dreamhost
Provides server space for others to run a website i.e. for small businesses
AIDA Model - ANS ✔✔Popular model of customer creation
Awareness --> Interest ---> Desire ---> Action
Successful websites create customers by: - ANS ✔✔1. Generating traffic - bringing visitors to the
website to drive awareness of the business
2. Driving conversions - facilitating websites visitors interest and desire so they take a specific
action
3. Maximizing revenue per conversion - increasing the monetary value of the customers action
Three types of traffic: - ANS ✔✔1. Direct
2.Referral
3. Search
Direct Traffic - ANS ✔✔i.e. an internet user types the websites URL directly into the browser
Comes from advertising activities(billboard or television commercial) or habit (sports enthusiast
goings to espn.com for daily news fix)
Advantage - visitors were likely already aware of the business and therefore already had interest
prior to the website visit
Disadvantage - can be very expensive to generate awareness so cannot count on this traffic only
- ANS ✔✔Direct Traffic
, Referral Traffic (two types) - ANS ✔✔I.e. an intranet user clicks on a link to the site from another
site
Categorized into 2 sub groups: paid and unpaid
Paid referral traffic - ANS ✔✔Comes from banner ads, text ads, rich media ads, or video ads that
a website had paid to display on other websites
i.e. banner ad that shows while reading Lincoln journal star ad
Unpaid referral traffic - ANS ✔✔Any visitors that come to the website form any links that are
not paid for
I.E. - linking the business website in an article because they mention something about the
business
Search traffic (two categories) - ANS ✔✔i.e. and internet user clicks on a link to the site from a
search engine results page
2 categories: paid and unpaid
paid search traffic - ANS ✔✔Comes from ads on the search engine results page that accompany
the organic results
unpaid search traffic - ANS ✔✔Any traffic that comes to a site form clicks on the organic search
results on the search engine results page (SERP)
conversion - ANS ✔✔a target action you wish visitors to take (i.e. a visitor has converted when
he/she makes a purchase from the site.)
conversion rate - ANS ✔✔percentage of visitors who converted
Most important indicators of a retail websites success
Review
Domain - ANS ✔✔name of the website
i.e - Amazon.com
IP Address - Internet Protocol address - ANS ✔✔The IP is a standardized set of procedures for
locating computers connect to the internet and for transferring information from one computer
to another.
URL - Uniform Resource Locator - ANS ✔✔Indicated which webpage John wants to display
Server - ANS ✔✔A computer connected to the internet that fulfills information requests to the
website
Browser - ANS ✔✔Software that displays webpages (I.e. Chrome, Firefox, Safari)
Cookie - ANS ✔✔-A unique identifier that the page your on places on your web browser during
one of his previous visits to the webpage so that the web page could remember him.
-Used to tailor the website experience to each user
HTML - ANS ✔✔1. Hyper-text markup language
Client-side coding language meant to display static webpages
Shopping Cart - ANS ✔✔Software that stores shoppers' product request
Transport layer security (TLS) - ANS ✔✔An encryption method to prevent eavesdropping from
third parties, its predecessor was called secure sockets layer (SSL)
,Web hosting company - ANS ✔✔i.e. goDaddy or Dreamhost
Provides server space for others to run a website i.e. for small businesses
AIDA Model - ANS ✔✔Popular model of customer creation
Awareness --> Interest ---> Desire ---> Action
Successful websites create customers by: - ANS ✔✔1. Generating traffic - bringing visitors to the
website to drive awareness of the business
2. Driving conversions - facilitating websites visitors interest and desire so they take a specific
action
3. Maximizing revenue per conversion - increasing the monetary value of the customers action
Three types of traffic: - ANS ✔✔1. Direct
2.Referral
3. Search
Direct Traffic - ANS ✔✔i.e. an internet user types the websites URL directly into the browser
Comes from advertising activities(billboard or television commercial) or habit (sports enthusiast
goings to espn.com for daily news fix)
Advantage - visitors were likely already aware of the business and therefore already had interest
prior to the website visit
Disadvantage - can be very expensive to generate awareness so cannot count on this traffic only
- ANS ✔✔Direct Traffic
, Referral Traffic (two types) - ANS ✔✔I.e. an intranet user clicks on a link to the site from another
site
Categorized into 2 sub groups: paid and unpaid
Paid referral traffic - ANS ✔✔Comes from banner ads, text ads, rich media ads, or video ads that
a website had paid to display on other websites
i.e. banner ad that shows while reading Lincoln journal star ad
Unpaid referral traffic - ANS ✔✔Any visitors that come to the website form any links that are
not paid for
I.E. - linking the business website in an article because they mention something about the
business
Search traffic (two categories) - ANS ✔✔i.e. and internet user clicks on a link to the site from a
search engine results page
2 categories: paid and unpaid
paid search traffic - ANS ✔✔Comes from ads on the search engine results page that accompany
the organic results
unpaid search traffic - ANS ✔✔Any traffic that comes to a site form clicks on the organic search
results on the search engine results page (SERP)
conversion - ANS ✔✔a target action you wish visitors to take (i.e. a visitor has converted when
he/she makes a purchase from the site.)
conversion rate - ANS ✔✔percentage of visitors who converted
Most important indicators of a retail websites success
