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Marketting

In: Business and Management

Submitted By har5hal
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Pages 5
mHarshal Sangani

ID 109-00-4388

Midterm Exam.

1. Explain the “basic” structure of key word advertising and discuss how companies evaluate and select optimum keywords and phrases to maximize web traffic.
Key word advertising: - Keyword advertising refers to a variety of techniques that associate advertisements with particular terms on websites. The most common form is exemplified by Google Ad Words and Yahoo sponsored search which display ads alongside search engine results. Most ads are composed entirely of text while some may include graphics.
This type of advertising uses keywords to trigger ads. Typically, advertisers select a set of keywords related to the product or service they wish to advertise. The ads are then displayed in relevant places based on those keywords. For example, Google matches advertiser-selected keywords to user search terms on Google.com in order to show relevant ads.
The secret to effective keyword advertising is to find search terms that differentiate the company from other related industries, as well as from the competitors. Finding the right keywords can be crucially important to online marketing success. Keyword tools can help suggest keywords that are frequently searched. Website owners who don’t use Search Engine Marketing and whose websites do not have search engine friendly web designs are like brick-and-mortar store owners who slam the door in the face of every second customer who approaches. No smart marketer would ever think of operating a business that way.

2. Discuss the primary benefits of increased personalization for consumers and companies, and offer your opinion as to whether those benefits offset privacy concerns. The primary benefits of personalization to customers are as follows:-
Save time: Eliminate repetitive tasks; remember transactional details; recognize habits, interests and provides suggestions. Example: - Amazon.com will remember passwords, credit card details, shipping address which saves a customer a lot of time.
Better information: Filter out information not relevant to a person; provide more specific information that is increasingly relevant to a person’s interests; increase the reliability of information; replace “average” information with information specific to that person’s environment.
These benefits do not offset any privacy concerns in most cases since a person puts in his/her password and agrees to the terms and condition for such personalization. Only customers who wish to register for such perks of personalization are encouraged to do so. In other cases customers can still make purchases online without having to register if they wish to do so.

3. Discuss four key factors that influence a website’s credibility. Use examples from the textbook’s case study of the response by the Red Cross to the 2004 tsunami in South
Asia to describe how each of those factors can persuade a casual site viewer to become a donor, customer, subscriber, etc.
Among the various key factors that influence a website's credibility here are the 4 factors:-
Make it easy to verify the accuracy of the information on your site: - The Red Cross is known for its credibility worldwide and so it is very easy to verify the accuracy of their information on their website. Donation directly on their website can be printed out and kept for tax deductions and is always accurate.
Make your site easy to use and useful: - The website for Red Cross is very basic and easy to use even by a customer who is not an expert in computer use. By just looking at the website and its humble efforts to help people makes a person wants to donate and help others in need.
Show that honest and trustworthy people stand behind your site: - Website for Red Cross had big donor names who had donated generously for the 2004 tsunami in south Asia that makes a regular customer want to reach out and help too. The very idea that even a little bit will help can make it easier for customers to donate.
Update your site's content often (at least show it's been reviewed recently):- The website for Red Cross always had up to date information about the current conditions at the place where tsunami had taken place with pictures and current situation that makes a customer believe in the website's credibility.

Multiple Choice Questions
1. Which of the following is NOT an example of an Internet marketing tool?
a) political website
b) online product launch
c) celebrity endorsement
d) email poll of Major League Baseball fans
ANSWER _____C____
2. A key factor in the success of keyword advertising is:
a) cost
b) appearance
c) relevance
d) speed
ANSWER ____C____
3. Moore’s Law describes which of these powerful forces in modern society?
a) demand for new technology
b) falling cost of digital technology
c) emergence of technology in popular culture
d) use of new technologies in marketing strategies
ANSWER ____B____
4. Which of the following is considered to be among the fastest growing areas of online influence: a) Keyword advertisements
b) Banner advertisements
c) Weblogs
d) Search engines
ANSWER _____B____
5. Which of the following is NOT a strong indicator of at-home Internet access?
a) religion
b) geography
c) income
d) education
ANSWER__A______
6. For regular Internet users, which of the following is true?
a) online use drops over time
b) exploratory searches drop over time
c) participation in e-commerce drops over time
d) email volume drops over time
ANSWER __B______
7. Retention spending by a business can influence a customer’s __________ .
a) purchasing power
b) lifetime value
c) ad notice rate
d) price sensitivity
ANSWER ___A______
8. Which of the following web tactics has led to widespread savings for businesses?
a) Customer self-service
b) Customer surveys
c) Customer tracking
d) Customer registration
ANSWER __A_____
9. The largest share on online advertising comes from which of the following?
a) Keywords ads
b) Banner ads
c) Multi-media ads
d) Classified ads
ANSWER___A______
10. Each of the following is a measure of brand loyalty EXCEPT:
e) Repurchase probability
f) Referral rate
g) Legacy emphasis
h) Price sensitivity
ANSWER _____H____

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