Digital Marketing Exam Review
Questions with Verified Answers
Measuring how often customers return to a website and buy products is a strategy
designed for
a. automating customer service.
b. monitoring retention and loyalty.
c. enhancing a brand reputation.
d. establishing a firm's expertise. - ANSWER-b. monitoring retention and loyalty
When visitors first enter the Stitch Fix website, they take a quiz about personal style
and their expectations regarding clothing, fit, and pricing. This ________ builds
connections between customers and the firm.
a. retargeting strategy
b. landing page design
c. recommender system
d. interactive experience - ANSWER-d. interactive experience
Which tool is increasingly used by organizations to automatically guide website
customers, provide basic information, and create a personalized experience?
a A/B testing
b. information architecture
c. chatbots
d. search engine optimization - ANSWER-c. chatbots
The T-Mobile website features an oversized message saying other carriers are
raising the bills for customers, but they will not raise the price of your rate plan. It
also includes an action button offering Internet service for just $50 a month, well
below the market rate. With these actions, T-Mobile is using its website to
a. enhance the customer's website experience.
b. provide exceptional customer service.
c. introduce customer loyalty programs.
d. build its brand image - ANSWER-d. build its brand image
Websites including customer testimonials, highlighting strong security and privacy
protections, and using respected e-commerce platforms have the primary objective
of
a. building consumer trust.
b. improving accessibility.
c. enhancing customer loyalty.
d. providing consumer information. - ANSWER-a. building consumer trust
What is the initial decision facing firms regarding website development?
a. Is it necessary to have a website?
b. Which high-tech features should be included?
c. Will it be developed in-house or by professionals?
,d. What domain name should be used? - ANSWER-c. Will it be developed in-house
or by professionals?
Which organization's website likely would most benefit from a mobile-first strategy?
a. an adult day care provider
b. a sports bar located near a stadium
c. a medical transcription business
d. a home inspection service - ANSWER-b. a sports bar located near a stadium
Which should be considered in website domain name selection?
a. Ignore related domains, as consumers are not easily confused.
b. Domains should not be or include the trademarks of others
c. Choose the longest domain name possible to optimize SEO.
d. Only domain names belonging to official government sites or educational
institutions need to be registered. - ANSWER-b. domains should not be or include
the trademarks of others
Website ________ refers to characteristics that enable websites to be used by
people whatever their hardware, software, language, location, or ability.
a. credibility
b. reliability
c. accessibility
d. compatibility - ANSWER-c. accessibility
What describes a goal of user-experience design?
a. creating a perception of superior service quality
b. demonstrating mastery of color, fonts, imagery, search fields, dropdown menus
and chatbots
c. increasing the prestige of the web designer or digital marketing team
d. improving employee productivity and efficiency - ANSWER-a. creating a
perception of superior service quality
Websites employing user-experience design strive to be accessible, engaging, and
a. leading-edge.
b. usable
c. emotional.
d. unique. - ANSWER-b. usable
When a marketing website collects cookies, marketers should commit to best
practices for privacy and security. The sponsoring organization may also be required
to
a. create multiple versions of the site.
b. improve page-loading speeds.
c. obtain consumer consent.
d. conform to World Wide Web Consortium (WC3) standards. - ANSWER-c. obtain
consumer consent
Alex keeps looking at Canadian goose down jackets online, but hesitates to make a
purchase because of the high cost. After visiting the Mountain Ware retail site twice
, in one day, he soon sees its ad for a red goose down jacket next to his email feed.
Alex is experiencing
a. retargeting.
b. personal selling.
c. public relations.
d. free publicity. - ANSWER-a. retargeting
Website content can best provide value for a target market by
a. describing available products and services.
b. boosting the credibility or reputation of the sponsoring organization.
c. describing how a product/service benefits the consumer.
d. creating an entertaining and engaging experience. - ANSWER-c. describing how a
product/service benefits the consumer
Marina creates web content for her home daycare business by saying things like
"just like visiting grandma," "homey setting," and "your kids will love our
environment." Marina is trying to establish
a. evergreen content.
b. an informal tone.
c. interactive content.
d. an authoritative voice. - ANSWER-b. an informal tone
A strategy which personalizes a visitor's web experience is incorporation of
________content: it changes based on user behavior and helps increase
conversions.
a. accessible
b. dynamic
c. evergreen
d. interactive - ANSWER-b. dynamic
The collection, reporting, and analysis of website data refers to
a. digital marketing.
b. content analysis.
c. website analytics.
d. search engine optimization. - ANSWER-c. website analytics
Macy's marketing department gathers attribution data about online customers who
purchased clothing for the first time. This data can tell marketers
a. the daily/weekly/monthly average volume of web visits.
b. which activity led to consumer conversions.
c. the total customer revenue over a period of time.
d. how often customers returned to its website. - ANSWER-b. which activity led to
consumer conversions
Digital marketers use Google Analytics to assess new versus returning website
users, understand user engagement, and determine customers' lifetime value. This
is information related to
a. sources of traffic.
b. customer satisfaction.
c. technology effectiveness.
Questions with Verified Answers
Measuring how often customers return to a website and buy products is a strategy
designed for
a. automating customer service.
b. monitoring retention and loyalty.
c. enhancing a brand reputation.
d. establishing a firm's expertise. - ANSWER-b. monitoring retention and loyalty
When visitors first enter the Stitch Fix website, they take a quiz about personal style
and their expectations regarding clothing, fit, and pricing. This ________ builds
connections between customers and the firm.
a. retargeting strategy
b. landing page design
c. recommender system
d. interactive experience - ANSWER-d. interactive experience
Which tool is increasingly used by organizations to automatically guide website
customers, provide basic information, and create a personalized experience?
a A/B testing
b. information architecture
c. chatbots
d. search engine optimization - ANSWER-c. chatbots
The T-Mobile website features an oversized message saying other carriers are
raising the bills for customers, but they will not raise the price of your rate plan. It
also includes an action button offering Internet service for just $50 a month, well
below the market rate. With these actions, T-Mobile is using its website to
a. enhance the customer's website experience.
b. provide exceptional customer service.
c. introduce customer loyalty programs.
d. build its brand image - ANSWER-d. build its brand image
Websites including customer testimonials, highlighting strong security and privacy
protections, and using respected e-commerce platforms have the primary objective
of
a. building consumer trust.
b. improving accessibility.
c. enhancing customer loyalty.
d. providing consumer information. - ANSWER-a. building consumer trust
What is the initial decision facing firms regarding website development?
a. Is it necessary to have a website?
b. Which high-tech features should be included?
c. Will it be developed in-house or by professionals?
,d. What domain name should be used? - ANSWER-c. Will it be developed in-house
or by professionals?
Which organization's website likely would most benefit from a mobile-first strategy?
a. an adult day care provider
b. a sports bar located near a stadium
c. a medical transcription business
d. a home inspection service - ANSWER-b. a sports bar located near a stadium
Which should be considered in website domain name selection?
a. Ignore related domains, as consumers are not easily confused.
b. Domains should not be or include the trademarks of others
c. Choose the longest domain name possible to optimize SEO.
d. Only domain names belonging to official government sites or educational
institutions need to be registered. - ANSWER-b. domains should not be or include
the trademarks of others
Website ________ refers to characteristics that enable websites to be used by
people whatever their hardware, software, language, location, or ability.
a. credibility
b. reliability
c. accessibility
d. compatibility - ANSWER-c. accessibility
What describes a goal of user-experience design?
a. creating a perception of superior service quality
b. demonstrating mastery of color, fonts, imagery, search fields, dropdown menus
and chatbots
c. increasing the prestige of the web designer or digital marketing team
d. improving employee productivity and efficiency - ANSWER-a. creating a
perception of superior service quality
Websites employing user-experience design strive to be accessible, engaging, and
a. leading-edge.
b. usable
c. emotional.
d. unique. - ANSWER-b. usable
When a marketing website collects cookies, marketers should commit to best
practices for privacy and security. The sponsoring organization may also be required
to
a. create multiple versions of the site.
b. improve page-loading speeds.
c. obtain consumer consent.
d. conform to World Wide Web Consortium (WC3) standards. - ANSWER-c. obtain
consumer consent
Alex keeps looking at Canadian goose down jackets online, but hesitates to make a
purchase because of the high cost. After visiting the Mountain Ware retail site twice
, in one day, he soon sees its ad for a red goose down jacket next to his email feed.
Alex is experiencing
a. retargeting.
b. personal selling.
c. public relations.
d. free publicity. - ANSWER-a. retargeting
Website content can best provide value for a target market by
a. describing available products and services.
b. boosting the credibility or reputation of the sponsoring organization.
c. describing how a product/service benefits the consumer.
d. creating an entertaining and engaging experience. - ANSWER-c. describing how a
product/service benefits the consumer
Marina creates web content for her home daycare business by saying things like
"just like visiting grandma," "homey setting," and "your kids will love our
environment." Marina is trying to establish
a. evergreen content.
b. an informal tone.
c. interactive content.
d. an authoritative voice. - ANSWER-b. an informal tone
A strategy which personalizes a visitor's web experience is incorporation of
________content: it changes based on user behavior and helps increase
conversions.
a. accessible
b. dynamic
c. evergreen
d. interactive - ANSWER-b. dynamic
The collection, reporting, and analysis of website data refers to
a. digital marketing.
b. content analysis.
c. website analytics.
d. search engine optimization. - ANSWER-c. website analytics
Macy's marketing department gathers attribution data about online customers who
purchased clothing for the first time. This data can tell marketers
a. the daily/weekly/monthly average volume of web visits.
b. which activity led to consumer conversions.
c. the total customer revenue over a period of time.
d. how often customers returned to its website. - ANSWER-b. which activity led to
consumer conversions
Digital marketers use Google Analytics to assess new versus returning website
users, understand user engagement, and determine customers' lifetime value. This
is information related to
a. sources of traffic.
b. customer satisfaction.
c. technology effectiveness.
