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1 MF International emarketing Questions Type Grading 1 MF-300, general information Document Automatic score 2 1 Multiple choice Automatic score 3 2 Simple choice Automatic score 4 3 Simple choice Automatic score 5 4 Simple choice Automatic score 6 5 Simple choice Automatic score 7 6 Simple choice Automatic score 8 7 Simple choice Automatic score 9 8 Simple choice Automatic score 10 9 Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score MF International emarketing Exam start time: :00 Exam end time: :00 PDF created :42 Created by Sara Isabelle Moen No. of pages 24 1

2 Questions Type Grading Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score MF International emarketing Exam start time: :00 Exam end time: :00 PDF created :42 Created by Sara Isabelle Moen No. of pages 24 2

3 Questions Type Grading Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score Simple choice Automatic score MF International emarketing Exam start time: :00 Exam end time: :00 PDF created :42 Created by Sara Isabelle Moen No. of pages 24 3

4 Section 1 1 MF-300, general information Subject : International e-marketing (MF-300) Date : 27th May 2015 Duration: 3 hours Resources Allowed: Dictionary English or Norwegian or to/from English/Norwegian and mother tongue. Answer all questions. General Instructions: There are 50 questions in total. Each question has five alternative choices where only one is correct. Select the right answer. 2 QUESTION 1 is the use of communications technology for marketing activity and the processes for creating, communicating, delivering and exchanging offerings that have for customers, clients, partners and society at large. E-business E-commerce E-marketing E-retailing E-HRM MF International emarketing Page 4 of 24

5 3 QUESTION 2 Which one of these is not one of the 5 S benefits of digital marketing? Sell Speak Serve Search Sizzle 4 QUESTION 3 The 2 Ss in SOSTAC planning framework stand for Sell and Speak Speak and Save Situation and Strategy Structure and Systems Style and Staff 5 QUESTION 4 What are two components of the SOSTAC planning framework which are more closely relate to applying digital analytics? MF International emarketing Page 5 of 24

6 Situation and Strategy Objectives and Control Structure and Systems Tactics and Actions Style and Staff 6 QUESTION 5 Which of the following is a site engagement measure? Bounce rate Duration Pages per visit Scroll Depth All of the above 7 QUESTION 6 Today s media can be categorized into three main types from the organization's perspective. They are Paid, Owned and Earned TV, Mobile phones and Interent TV, Radio and Press Online, Offline, Print Social, Private and Public MF International emarketing Page 6 of 24

7 8 QUESTION 7 The best measure used to review and control the cost of new customers is Cost per click (CPC) Earnings per click (EPC) Cost per thousand (CPM) Allowable cost per acquisition (CPA) Earnings Per Share (EPS) 9 QUESTION 8 Which of the following is not a component of the PRACE Framework? Plan Reach Act Control Engage 10 QUESTION 9 Which product involves pricing variations such as pay per view, subscription and bundling? MF International emarketing Page 7 of 24

8 Physical product Digital product Physical service Virtual product Augmented product 11 QUESTION 10 Assessing the demand for digital services (the online revenue contribution) is an example of Satisfying competitor requirements Anticipating customer requirements Satisfying customer requirements Satisfying supplier needs Anticipating shareholder requirements 12 QUESTION 11 The Facebook or MySpace website belongs in which category of website? Transactional website Relationship-building website Media or publisher website Social network Brand building website MF International emarketing Page 8 of 24

9 13 QUESTION 12 A method of assessing influence of sale or conversion across multiple touchpoints Last click rule Media attribution Affiliate marketing Google keyword tool Pay per click 14 QUESTION 13 Two of Cialdini's six weapons of influence are Permission and activity Reciprocity and scarcity Engagement and social sharing Satisfaction and advocacy Trust and satisfaction 15 QUESTION 14 Which one of the following is not an example for an activity level e-business model? MF International emarketing Page 9 of 24

10 Online purchasing Order processing Content publishing Social media communication Customer relationship management 16 QUESTION 15 This traffic source is URL type-ins, book marks and untracked campaigns, e.g. from marketing and apps Direct Referrals Search Campaign Social media 17 QUESTION 16 A commission-based arrangement where a publisher is credited for sales by a percentage of sale or a fixed amount Search engine optimization (SEO) Pay per click (PPC) Social media marketing Display advertising Affiliate marketing MF International emarketing Page 10 of 24

11 18 QUESTION 17 Visits from search engines which don't incur a cost-per-click Search engine optimization (SEO) Pay per click (PPC) Social media marketing Interactive advertising Permission marketing 19 QUESTION 18 A model for calculating long-term returns on digital media investment is Customer Lifetime value Bounce rate Campaign ROI Gap analysis Clickt through rate 20 QUESTION 19 Using social media and consumer interactions to facilitate online sales is known as MF International emarketing Page 11 of 24

12 Mobile commerce E-commerce Social commerce Digital commerce E-government 21 QUESTION 20 An essential and free tool for reviewing how customers search online is Alexa Google Keyword Hitwise Netratings Majestic SEO 22 QUESTION 21 An online organization that aggregates and distributes information is known as Infomediary Online library Online auction Pure play Click and brick MF International emarketing Page 12 of 24

13 23 QUESTION 22 are applications where the basic product will be offered free while the subsequent upgraded version will be provided at a fee. Premiums Freemiums Softwares URLs OVPs 24 QUESTION 23 Buyers set the prices and sellers decide whether to accept the prices in a Dynamic auction Online auction Reverse auction Regular auction Internet auction 25 QUESTION 24 The percentage of visitors who enter a site or page and leave immediately is called the MF International emarketing Page 13 of 24

14 Bounce rate ROPO PPC Pure play Churn rate 26 QUESTION 25 An online only organization with no physical high street presence or distribution is called as Pure play One-pony Clicks and mortar Bricks and mortar Multinational 27 QUESTION 26 Following is not an item of the Peppers and Rogers s 5 I s (1997) Identification Individualization Interaction Integration Imagination MF International emarketing Page 14 of 24

15 28 QUESTION 27 This social media channel is core to encouraging conversation and sharing Social networks Blog outreach Social commerce Social search Social customer service 29 QUESTION 28 The process of sharing to partner sites or publishers is known as Syndication Intra-net Social proof Social commerce Mobile commerce 30 QUESTION 29 To track marketing outcomes in Google analytics you need to set up MF International emarketing Page 15 of 24

16 Goals Funnels Advanced segments Event tracking Custom reports 31 QUESTION 30 Usability can be tested through Satisfaction Efficiency Effectiveness All of the above None of the above 32 QUESTION 31 Factors which affect the position of an Ad in the sponsored listings Quality score Ad click through rate Ad text relevance Landing page speed All of the above MF International emarketing Page 16 of 24

17 33 QUESTION 32 A plan defining the purpose, type and frequency of communications Contact strategy Content strategy SEO strategy IA strategy Consistency strategy 34 QUESTION 33 such as Facebook. refers to the use of an online auction service, such as ebay, or a social network, E-government Consumer-to-consumer (C2C) Consumer-to-business (C2B) Business-to-business (B2B) Government-to-business (G2B) 35 QUESTION 34 A marketing manager considering representation of his or her company on a portal should consider MF International emarketing Page 17 of 24

18 Reach of website Audience composition of website Cost per 1000 page views advertising placements in contextual context All of the above 36 QUESTION 35 A display advert is most effective in supporting which stage in the buying process model? Awareness Desire Action Trial Adoption 37 QUESTION 36 is an approach to website design intended to accommodate website usage using different browsers and settings particularly required by the visually impaired and other disabled website users. Web log analysis Web usability Web persuasion Web analytics Web funnels MF International emarketing Page 18 of 24

19 38 QUESTION 37 Cookies typically hold credit card information typically hold personal information typically hold a unique identifier for a website visitor which may be linked to a customer database typically hold purchase history information typically hold company contact information 39 QUESTION 38 The online value proposition should be a clear differentiator from online competitors apply to the target market segment(s) to whom the proposition will appeal be communicated to website visitors and in all marketing communications be supported by appropriate resource levels All of the above 40 QUESTION 39 is a technique for strategic analysis focusing on assessment of current e-commerce capabilities of the organization. MF International emarketing Page 19 of 24

20 Five Forces Analysis SWOT analysis Stage model analysis Competitor analysis Product life cycle analysis 41 QUESTION 40 Personalization refers to Content of a website is tailored to an individual's preferences An addressed to an individual An offer to purchase based on similar purchaser's behaviours Updating content according to preferences from previous visits All of the above 42 QUESTION 41 When display advertising is purchased according to the number of times an ad is served, which form of payment model is this? EPC PPC CPM CPA CTR MF International emarketing Page 20 of 24

21 43 QUESTION 42 is an element of online PR that involves monitoring and following up on comments in blogs, forums and social networks. Link building Reputation management Online press centre Blogging Sharing 44 QUESTION 43 Which of the following is a not a disadvantage of Affiliate Marketing? Incremental profits may be limited Affiliate may exploit your brand name Affiliates are less vigilant and less responsive May damage brand reputation Have to pay programme management fees 45 QUESTION 44 occurs when software tracks a user s movement through website and then sends appropriate web content at a moment s notice. MF International emarketing Page 21 of 24

22 Data mining Behavioral targeting Collaborative filtering Weblog analysis None of the above 46 QUESTION 45 Which of the following is not a Client side tool (pull tool)? Individualized web portals Web forms RSS feeds Wireless data services Web log analysis 47 QUESTION 46 is where customer agree (opt in) to be involved in an organization s marketing activities, usually as a result of an incentive. Social marketing Digital marketing Relationship marketing Permission based marketing Holistic marketing MF International emarketing Page 22 of 24

23 48 QUESTION 47 Which of the following information needed to be collected in order to build a dynamic customer profile? Web behavior Social behavior Demographics Mobile activity All of the above 49 QUESTION 48 Which of the following is not a main building block of a customer relationship management (CRM) strategy? Vision Strategy Organizational collaboration Processes Competitor coordination 50 QUESTION 49 The process of removing middlemen so that organizations can directly deal with customers is known as MF International emarketing Page 23 of 24

24 Disintermediation Reintermediation Infomediation Affiliation Cordination 51 QUESTION 50 Which of the following is not among the 4 types of web purchase decisions identified by Eisenberg? Competitive Spontaneous Comparative Methodical Humanistic MF International emarketing Page 24 of 24

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