Ch. 1 E-Commerce Marketing

• What micro-environmental factor is affecting an organization when a consumer group

  Publics
• Which of the following are ways in which email is used as a marketing tool?

  • Advertising promotion
  • Newsletters
  • Promoting new products
• If a pharmaceutical company that makes aspirin bids on the keyword "aspirin" in their Google account, they are doing

  search engine marketing.
• What are the types of Marketing?

  Social media marketing, Search engine optimization, smart-environment marketing, mobile marketing, email marketing, community marketing, and website marketing.
• Customer service on websites can use Blank______ which mimics human interaction.

  artificial intelligence (AI)
• The hiring of marketing employees well versed in digital marketing is part of which micro-environmental factor?

  Organization
• Operating and promoting a smartphone app that provides a dog walking service is an example of what type of marketing?

  Mobile
• Which of the following may serve as digital marketing intermediaries?

  • Mobile app stores
  • Search engines
  • Social media platforms
• What micro-environmental factor is being addressed when a company reaches out to people who have posted online complaints about the company's products? 

  Customers
• In order for an organization to ensure they are offering content preferred by Google, for example, they should focus on 

  Multiple choice question.

  Search engine optimization
• The reality of being surrounded by more and more smart devices is dubbed the 

  Internet of Things
• Blogs, webcasts, and forums are platforms for what kind of marketing?

  Community
• Community marketing

  •Making a connection with consumers•Promoting engagement with consumers•Building a community with consumers
• Mobile Marketing Strategy

  •Operating a mobile app•Mobile-app advertising such as in-app advertising
• mobile marketing


  marketing specifically for use via mobile devices. (Google play, Apple App store)
• The relation between what a consumer pays and what they receive is called


  Value
• What micro-environmental factor is engaged when a business analyzes other companies found via a search engine that offer the same products and services?

  Competitors
• Amazon Alexa and Google Home are examples of devices that are a part of a consumer's 


  smart-environment.
• Twitter, YouTube, Pinterest, TikTok, and Instagram are all platforms used for what type of marketing?

  Social media
• For which of the following groups does digital marketing a way to promote a brand?

  Organizations
• Operating and promoting a smartphone app that provides a dog walking service is an example of what type of marketing?

  mobile
• The association a consumer has about a brand's features and ideas is called a brand 


  image
• Value is a combination of which of the following?

  • Quality
  • Price
  • Service 
• Which of the following terms is defined as what consumers perceive and communicate about a brand in an online context?

  Digital reputation
• What micro-environmental factor is affecting an organization when a consumer group voices complaints about one of their products or services?

  Publics
• The reality of being surrounded by more and more smart devices is dubbed the 

  Internet of Things
• The virtual persona Miquela is considered a(n)


  influencer.
• Which of the following make up the digital marketing concepts abbreviated as STP?

  Segmentation, targeting, and positioning
• Why is a positive brand image important?

  It is more likely that the consumer will trust the brand.
• In order to build digital long-term customer relationships an organization must

  manage customer experiences.
• Which of the following terms is defined as the confidence a digital consumer has in an organization or its brand?

  Digital trust
• What micro-environmental factor is engaged when a business analyzes other companies found via a search engine that offer the same products and services?

  Competitors
• Those who make recommendations that consumers rely upon and therefore enhance an organization's brand are considered what?

  Influencers
• Target market 


  Single or multiple identifiable groups toward which an organization will aim its marketing.
• Digital segmentation


  The process of dividing an organization's total digital consumer market into smaller groups.
• Digital positioning


  The understanding that organizations wish their consumers to have about a brand and what it offers through digital channels.
• Understanding how consumers make decisions about buying products and services through digital channels is done through an examination of their

  Behavior
• What a consumer exchanges, including monetary and non-monetary for another one of the P's.

  Price
• The various ways organizations communicate value to consumers.

  Promotion
• The goods, services, and ideas being offered.

  Product