The top position on a search engine resultswebsite that attracts the most attention is also the mostprofitable position for a search advertisement.

True

False

10 points

QUESTION 10

1. Which of the following choices is a way that big data and datascience can help today’s marketer?

		The use of big data helps in marketing decision making becauseit keeps marketing information more “pure” by eliminating otherbusiness units from the marketing decision-making process.
		Big data can help firms react to market conditions more quickly,leading to optimized pricing practices.
		Data science has helped simplify promotional decisions becauseit has shown that simple promotions reaching large audiences workthe best.
		Real-time inventory management often helps marketers planpromotional campaigns that are more effective.
		Big data has been useful in determining what other companies afirm should merge with to be a more effective marketer.

10 points

QUESTION 11

1. After a few years of work in the marketing department of asmall firm, you are placed in charge of the firm’s inboundmarketing. What are you most likely to be in charge of?

		The firm’s efforts in creating and placing television and printadvertising
		Creating content for and monitoring consumer actions on thefirm’s social media platforms, such as Facebook and Twitter
		Efforts of the firm to capture consumers no matter where theyare
		Ensuring that consumers can find the firm when they search forinformation on products and services
		Creating display advertising, finding websites on which to placesuch advertising, and ensuring that inquiries made from suchadvertising are responded to properly.

10 points

QUESTION 12

1. Which of the following factors correctly explain(s) theimportance of social media for marketers?

		Customers acquired through word-of-mouth avenues are worth twiceas much as are those attracted through other channels.
		According to Intuit co-founder Scott Cook, “A brand is no longerwhat we tell the consumer it is—it is what consumers tell eachother it is.”
		Social interactions contribute to the retention of existingcustomers.
		All of these factors correctly explain the importance of socialmedia for marketers.
		McKinsey and Company estimates that between 20% and 50% of allpurchases are driven primarily by word-of-mouthrecommendations.