Download MGT 4311 Unit 2 (Chapter 7, 18, and 19) questions with correct answers. and more Exams Marketing in PDF only on Docsity!
MGT 4311 Unit 2 (Chapter 7, 18, and 19)
questions with correct answers
App - ANSWER: ✔✔Short for 'application', which in a mobile context, means software developed specifically for smartphones and other mobile devices. These come in two types, web apps and native apps. Augmented reality (AR) - ANSWER: ✔✔A form of virtual reality in which computer graphics are superimposed onto the physical space around the user by way of a mobile device. These graphics can be 3D images or information tags. Bluetooth - ANSWER: ✔✔A short-distance wireless transfer protocol for connecting devices. LTE - ANSWER: ✔✔'Long term evolution'. A fourth-generation mobile communications standard and a name given to technology used in pursuit of faster data communication. NFC - ANSWER: ✔✔'Near-field communication'. A set of communication protocols that enable two devices, one of which is usually a mobile device, to communicate when they are within four cm of each other Push messaging - ANSWER: ✔✔A notification from an app that displays on a smartphone while the app is not actively in use. This is triggered by an external event within the context of a connected device. QR code - ANSWER: ✔✔Quick response code. A machine-readable code, like a barcode, that can be used to store information like URLs and can be read by an app through the camera of a smartphone. SMS - ANSWER: ✔✔Short message service, a text message of up to 160 characters that can be sent from one mobile phone to another. Multimedia Messaging Service (MMS), is similar, but can include multimedia content and longer messages. This works on a regular cell phone connection, so it does not require a data connection or smartphone.
Virtual reality (VR) - ANSWER: ✔✔Computer-generated simulations of a 3D image or environment. Using the right equipment, a person can interact with that environment in a seemingly real way. Wi-Fi - ANSWER: ✔✔The transfer of information from one device to another over a distance without using wires T or F: The mobile phone offers many more ways to collect data, including location, web analytics, SMS response rates and Bluetooth. - ANSWER: ✔✔True T or F: There is a strong strategic incentive to provide free Wi-Fi to customers at physical outlets. - ANSWER: ✔✔True, with permission it gives the marketer a channel to communicate with and gain information from customers. It lets you track their mobile behavior and location, send offers, engage in CRM-related questionnaires, etc. MMS - ANSWER: ✔✔multimedia messaging service A beacon - ANSWER: ✔✔a small low-energy Bluetooth device T or F: AR and VR are about direct marketing. - ANSWER: ✔✔False, it's about engagement. T or F: If your website isn't getting traffic, an app will solve that problem. - ANSWER: ✔✔False, it will not help. T or F: In the U.S., the number of app downloads is decreasing. - ANSWER: ✔✔True The two most common operating systems (OS) for creating apps are- - ANSWER: ✔✔Android and IOS User story - ANSWER: ✔✔a brief, simple description of one of the features of your app. This should be told by the point of view of your user, the person who wants to use that feature. Android apps can take ____ to develop than iOS apps. - ANSWER: ✔✔More time
Customer relationship management (CRM) - ANSWER: ✔✔A strategy for managing a company's interactions with clients and potential clients. It often makes use of technology to automate the sales, marketing, customer service and technical processes of an organization. Database - ANSWER: ✔✔In email marketing, the database is the list of prospects to which emails are sent. It also contains additional information pertinent to the prospects. Domain name system (DNS) - ANSWER: ✔✔DNS converts a domain name into an IP address. DomainKeys, an email authentication system designed to verify the DNS domain of an email sender and the message integrity. Double opt-in - ANSWER: ✔✔The act of getting subscribers to confirm their initial subscription via a follow-up email asking them to validate their address and hence opt-in again. Email service provider (ESP) - ANSWER: ✔✔A service that helps you design and send emails. Hard bounce - ANSWER: ✔✔The failed delivery of email communication due to an undeviating reason like a non-existent address. Internet Protocol (IP) Address - ANSWER: ✔✔An exclusive number that is used to represent every single computer in a network. Internet service provider (ISP) - ANSWER: ✔✔The company providing you access to the Internet, for example, MWEB, AOL and Yahoo!. Open rate - ANSWER: ✔✔The percentage of emails determined as opened out of the total number of emails sent. Opt-in - ANSWER: ✔✔Giving permission for emails to be sent to you. Opt-out - ANSWER: ✔✔Also known as unsubscribe. The act of removing oneself from a list or lists so that specified information is no longer received via email.
Return on investment (ROI) - ANSWER: ✔✔The ratio of profit to cost Sender ID - ANSWER: ✔✔A method used by major ISPs to confirm that an email does originate from the domain that it claims to have been sent from. Soft bounce - ANSWER: ✔✔The failed delivery of an email due to a deviating reason like an overloaded email inbox or a server failure. Spam - ANSWER: ✔✔Email sent to someone who has not requested or given authorisation to receive it - EVIL! Unique forwarders - ANSWER: ✔✔This refers to the number of individuals who forwarded a specific email on. White list - ANSWER: ✔✔A list of accepted email addresses that an ISP, a subscriber or other email service provider allows to deliver messages regardless of spam filter settings. Transactional emails - ANSWER: ✔✔generally automated emails that inform customers of payments, subscriptions, or changes to their account. It can also include confirmation email or reminders. ____ tend to focus on longer-term goals and are usually geared at creating and retaining a long-term relationship with the reader - ANSWER: ✔✔Newsletters For ___ organizations, it often makes sense to purchase your own software and server, or partner with an ESP. - ANSWER: ✔✔Bigger One of the most important principles for mobile is ___. - ANSWER: ✔✔Privacy Most email is opened first on a ___ device - ANSWER: ✔✔Mobile
___ is often best used for customer relationship management - ANSWER: ✔✔SMS Email reputation - ANSWER: ✔✔a score given to you depending on how well your emails are regarded by Internet Service Providers (ISPs) and your subscribers. If the ___ does not fall within the ISP's thresholds, the sender's emails may arrive in the bulk or spam folder, be quarantined, or be bounced back to the sender - ANSWER: ✔✔Email reputation Smaller lists tend to have a ___ open rate - ANSWER: ✔✔higher Permission-based direct marketing can give the highest ______ of any marketing activities. - ANSWER: ✔✔return on investment The most popular forms of online video content are: - ANSWER: ✔✔Comedy, music, news Annotation - ANSWER: ✔✔A comment or instruction usually added as text, on a YouTube video. A YouTube annotation may contain links directing users to other pages within YouTube or, if a brand is willing to pay, to outside websites. These have been phased out as of 2017 and replaced with video cards. Captions - ANSWER: ✔✔Text that appears over a video that labels a scene, identifies a location or person, or narrates dialogue onscreen. Captions can be either open or closed. Embedding - ANSWER: ✔✔Taking video from an online video provider and posting it elsewhere on the web Google AdWords - ANSWER: ✔✔Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network. Metadata - ANSWER: ✔✔Information that can be entered about a web page and the elements on it to provide context and relevance information to search engines.
Search engine results page (SERP) - ANSWER: ✔✔The actual results returned to the user based on a search query. Thumbnail - ANSWER: ✔✔The small, still image that is shown at the start of the video. This can be selected and can make a video more enticing. Video cards - ANSWER: ✔✔Calls to action that pop up during a video and entice certain actions from viewers. Replaced annotations in 2017. Video search engine optimization (VSEO) - ANSWER: ✔✔Optimizing videos for search engines, similar to the way in which one would optimize a website to rank higher on the SERPs. Video syndication - ANSWER: ✔✔The process of distributing and getting search coverage for videos Views - ANSWER: ✔✔The number of times a video has been seen. Multiple views can come from one user. Viral video - ANSWER: ✔✔A video that becomes immensely popular, leading to its spread through word of mouth on the Internet via email, sharing on social networks and other hosting websites. Vlogger - ANSWER: ✔✔Video blogger. A person who produces regular web videos about a chosen topic on a video-enabled blog. Videos are powerful because they can have a strong ___ effect on viewers. - ANSWER: ✔✔emotional T or F: online videos are expensive and difficult to produce. - ANSWER: ✔✔False To get started with making video marketing content, you will need: - ANSWER: ✔✔a camera, a microphone, and video editing software Video content - ANSWER: ✔✔videos made to entertain, inform, share updates or otherwise enlighten or delight the viewer.
