Kanna and Li (2017)

5Cs of digital marketing environment are Customer, Competitor, Company, Collaborator and ____________.

The missing C of 5Cs is Context.

5Cs of digital marketing environment are Customer, Competitor, Company, Collaborator and ____________.

The missing C of 5Cs is Context.

5Cs of digital marketing environment are Customer, Context, Company, Collaborator and ____________.

The missing C of 5Cs is Competitor.

Customer Value can be captured along:

customer equitycustomer satisfactionbrand equityrelationship equity

• True
• True
• True
• True

Customer Value can be captured along:

customer equityrelationship equitybrand equitycustomer satisfaction

• True
• True
• True
• True

Customer Value can be captured along:

customer equityrelationship equitycustomer satisfactionbrand equity

• True
• True
• True
• True

Firm value can be captured along

SalesGrowth rateProfit

• True
• True
• True

Firm value can be captured along

ProfitGrowth rateSales

• True
• True
• True

Firm value can be captured along

SalesProfitGrowth rate

• True
• True
• True

What does UGC stands in social media context __________?

User Generated Content

What does UGC stands in social media context __________?

User Generated Content

What does UGC stands in social media context __________?

User Generated Content

Multichannel customers spend more than single channel customers. (based on study by Kushwaha and Shankar (2013))

FalseTrue

• True
• False

Multichannel customers spend more than single channel customers. (based on study by Kushwaha and Shankar (2013))

TrueFalse

• False
• True

Multichannel customers spend more than single channel customers. (based on study by Kushwaha and Shankar (2013))

FalseTrue

• True
• False

In customer purchase journey, the Internet has shortened customers' consideration and evaluation stage. (based on study by Ratchford et el. (2003))

TrueFalse

• True
• False

In customer purchase journey, the Internet has shortened customers' consideration and evaluation stage. (based on study by Ratchford et el. (2003))

FalseTrue

• False
• True

In customer purchase journey, the Internet has shortened customers' consideration and evaluation stage. (based on study by Ratchford et el. (2003))

TrueFalse

• True
• False

Volume is more important than Valence in UGC.

Clues:

• Valence elasticity: 0.417

• Volume elasticity: 0.236

• Valence is ~1.8x more responsive than volume.

FalseTrue

• True
• False

Volume is more important than Valence in UGC.

Clues:

• Valence elasticity: 0.417

• Volume elasticity: 0.236

• Valence is ~1.8x more responsive than volume.

FalseTrue

• True
• False

Volume is more important than Valence in UGC.

Clues:

• Valence elasticity: 0.417

• Volume elasticity: 0.236

• Valence is ~1.8x more responsive than volume.

FalseTrue

• True
• False

Google provides daily statistics includes

• the number of impressions,
• number of clicks,
• click- through rate (CTR),
• conversion rate,
• average CPC,
• total costs,
• average position and quality scores.

Among these the following metrics are important considerations for the acquisition costs:

Conversion RatePosition,CTR,

• True
• True
• True

Google provides daily statistics includes

• the number of impressions,
• number of clicks,
• click- through rate (CTR),
• conversion rate,
• average CPC,
• total costs,
• average position and quality scores.

Among these the following metrics are important considerations for the acquisition costs:

CTR,Conversion RatePosition,

• True
• True
• True

Google provides daily statistics includes

• the number of impressions,
• number of clicks,
• click- through rate (CTR),
• conversion rate,
• average CPC,
• total costs,
• average position and quality scores.

Among these the following metrics are important considerations for the acquisition costs:

Conversion RatePosition,CTR,

• True
• True
• True

Piracy and Digital Rights Management (DRM) are important considerations for digital marketing strategy as it can affect firm both positively and negatively.

TrueFalse

• True
• False

Piracy and Digital Rights Management (DRM) are important considerations for digital marketing strategy as it can affect firm both positively and negatively.

FalseTrue

• False
• True

Piracy and Digital Rights Management (DRM) are important considerations for digital marketing strategy as it can affect firm both positively and negatively.

FalseTrue

• False
• True

"Economics of Aggregation" states that digital transformation increases the marginal cost of production and distribution of digital goods.

Definition:

Cost efficiencies achieved by consolidating content, audiences, or digital assets across multiple channels, platforms, or customer segments, particularly relevant in digital markets where marginal costs approach zero.

TrueFalse

• False
• True

"Economics of Aggregation" states that digital transformation increases the marginal cost of production and distribution of digital goods.

Definition:

Cost efficiencies achieved by consolidating content, audiences, or digital assets across multiple channels, platforms, or customer segments, particularly relevant in digital markets where marginal costs approach zero.

FalseTrue

• True
• False

"Economics of Aggregation" states that digital transformation increases the marginal cost of production and distribution of digital goods.

Definition:

Cost efficiencies achieved by consolidating content, audiences, or digital assets across multiple channels, platforms, or customer segments, particularly relevant in digital markets where marginal costs approach zero.

FalseTrue

• True
• False

The pricing for products and services online is more dynamic than in brick-and-mortar businesses due to the following reasons:

Real-time retailers' responses to customers' shopping behaviorConsumers don't care for price in an online shopping environmentLow menu cost for retailersLow search cost for customersRapid changes in digital shopping environment

• True
• False
• True
• True
• True

The pricing for products and services online is more dynamic than in brick-and-mortar businesses due to the following reasons:

Consumers don't care for price in an online shopping environmentReal-time retailers' responses to customers' shopping behaviorLow menu cost for retailersLow search cost for customersRapid changes in digital shopping environment

• False
• True
• True
• True
• True

The pricing for products and services online is more dynamic than in brick-and-mortar businesses due to the following reasons:

Rapid changes in digital shopping environmentLow search cost for customersConsumers don't care for price in an online shopping environmentLow menu cost for retailersReal-time retailers' responses to customers' shopping behavior

• True
• True
• False
• True
• True

• Customers' actual online browsing behavior can be analyzed using ________ data.

clickstream

• Customers' actual online browsing behavior can be analyzed using ________ data.

clickstream

• Customers' actual online browsing behavior can be analyzed using ________ data.

clickstream

Which one of these are digital marketing strategy?

Email MarketingMultichannel MarketingOnline Display MarketingSearch Engine OptimizationContent MarketingSearch Engine MarketingSocial Media MarketingSocial CRM

• True
• True
• True
• True
• True
• True
• True
• True

Which one of these are digital marketing strategy?

Content MarketingSearch Engine OptimizationMultichannel MarketingOnline Display MarketingEmail MarketingSearch Engine MarketingSocial Media MarketingSocial CRM

• True
• True
• True
• True
• True
• True
• True
• True

Which one of these are digital marketing strategy?

Search Engine OptimizationSocial CRMMultichannel MarketingSearch Engine MarketingContent MarketingEmail MarketingOnline Display MarketingSocial Media Marketing

• True
• True
• True
• True
• True
• True
• True
• True