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WorksheetsChapter 11
Total questions: 50
Worksheet time: 25mins
Name
Class
Date
1.
How has mobile technology transformed marketer-consumer relationship?
a)
It has given more power to the marketer.
b)
It has given more power to the consumer rather than the marketer.
c)
It has forced marketer to proactively listen to consumer and comply with their demands.
d)
Both B and C
e)
None of the above
2.
How does mobile technology affect consumer-purchasing habits?
a)
It has given more options to the consumer in terms of making purchase decisions.
b)
Consumers have more choice and flexibility over what they purchase.
c)
It gives them key product information at any time or place.
d)
All of the above
e)
None of the above
3.
What are the negative implications associated with mobile technology in terms of consumer usage?
a)
It undermines consumer privacy.
b)
It allows people to remain connected all the time.
c)
It keeps a track of consumer activities.
d)
All of the above
e)
Both A and C
4.
What is the impact of mobile technology on human relationships?
a)
It brings people together.
b)
It increases conversation between people.
c)
It has a paradoxical effect on people by making them feel connected and disconnected at the same time.
d)
All of the above
e)
None of the above.
5.
Why should marketers consider mobile marketing?
a)
Because everyone else is using it to market products.
b)
It is a cost effective way to reach the customers.
c)
Increase numbers of people are using mobile as an important part of their daily lives
d)
It provides a better consumer experience than traditional mass media (TV, radio etc.)
e)
It's less effective than traditional advertising
6.
Responsive Web Design…
a)
Is a way of designing a website that allows it to be displayed properly on devices with different size screen.
b)
Means designing a website that relies on frequent customer feedback.
c)
Is a design technology creates very short reaction times for the interactive elements of the site.
d)
Both A and B.
e)
Both A and C.
7.
What is the difference between traditional websites on mobile and mobile responsive websites?
a)
Mobile responsive websites are the mobile versions of traditional websites.
b)
Mobile responsive websites are designed to adjust themselves to the screen sizes of monitors, laptop, netbooks, tablets and mobile phone interfaces.
c)
It provides better mobile user experience than traditional websites on a mobile device.
d)
Both B and C.
e)
All of the above.
8.
What is the difference between mobile applications (or apps) and mobile responsive websites?
a)
They are the same thing.
b)
Mobile apps are usually more cost effective in the long run than mobile response websites.
c)
Mobile applications (apps) are usually more difficult to use for a consumer than mobile responsive websites.
d)
Mobile responsive websites have limited access to a mobile device's native functions - such as the camera or GPS.
e)
All of the above.
9.
What benefits are offered to consumers by mobile applications?
a)
They may provide a better experience to consumers.
b)
They give offline access to information.
c)
They provide a rich media experience for mobile device users.
d)
All of the above.
e)
None of the above.
10.
Are mobile applications better than mobile responsive websites?
a)
Yes
b)
No
c)
Both of them provide equal opportunities.
d)
Both of them have their strengths and weaknesses and the choice depends upon individual organisational requirements.
e)
Both of them have their strength and weakness and the choice of one is always based on cost.
11.
Nowadays, the most common option for an organisation to build their mobile presence is…
a)
Building their own app.
b)
Building a responsive website.
c)
Building two versions of the website - a desktop and mobile one.
d)
None of the above
e)
A, B and C
12.
What has driven the recent growth of mobile and responsive websites?
a)
The tremendous growth in the number of consumers using smaller screens on mobile devices.
b)
The declining costs for designing and running a responsive site.
c)
Responsive websites are expected the standard for all new websites.
d)
None of the above
e)
A, B and C.
13.
Which of the following best describes mobile advertising and promotions?
a)
It is advertising through smart phones.
b)
It is advertising through mobiles only.
c)
It is advertising through internet enabled mobile devices.
d)
It is advertising with mobile communications devices.
e)
All of the above.
14.
What opportunities are provided to marketers through mobile advertising and promotions?
a)
It helps marketers to target consumers through personalized and relevant advertisements.
b)
It allows marketers to keep a track of consumer buying activities without their permission.
c)
It allows marketers to communicate with consumers whenever they desire.
d)
None of the above.
e)
A, B and C.
15.
What is the primary function of mobile advertising and promotion?
a)
It provides quick and convenient access to information for the consumers whether they are on the move or at home.
b)
To increase brand awareness and increase recall value.
c)
To provide discount coupons and sale offers.
d)
To project desired brand image.
e)
All of the above.
16.
Does the development of mobile advertising make the traditional form of media obsolete?
a)
Yes
b)
No
c)
Maybe
d)
Only time will tell
e)
It has already happened
17.
Mobile PPC stands for…
a)
Mobile Paid Promotion Costs.
b)
Mobile Pay Per Click.
c)
Mobile Product Promotion Costs.
d)
Mobile Payment Protocol Code.
e)
Mobile Pay Per Customer.
18.
What is the Mobile PPC business model?
a)
Mobile PPC is a paid online marketing model used by advertisers to engage consumers through selected keywords.
b)
It is an organic search engine optimization model used by marketers.
c)
Mobile PPC is a paid online marketing model, where advertiser pays the search engine or website owner a certain amount of money every time the consumer clicks their ad.
d)
A technology allows customers to pay less for mobile products and services.
e)
Both C and D
19.
Why should marketers use the Mobile PPC model?
a)
Because it is the next trend and everyone else is doing it.
b)
It is cheaper than other online marketing options.
c)
A growing number of users are using mobile search engine websites to search for consumer products.
d)
It provides a better user experience than any other online marketing models.
e)
It is an obligatory element in SEO strategy.
20.
In Mobile PPC, an advertiser can use…
a)
Paid ads on search engine results pages.
b)
Banner ads on mobile websites.
c)
Video ads on mobile websites.
d)
Rich media ads on mobile websites.
e)
All of the above.
21.
What kind of marketing strategies do advertisers use to gain maximum benefit from Mobile PPC advertising?
a)
They should use the same marketing strategies that they use with the traditional PPC model.
b)
Create brief advertisements due to the small size of mobile screen.
c)
Advertise by using visual content.
d)
Use lots of text in their advertising.
e)
Both C and D
22.
Organisations wanting to achieve better results in their mobile SEO strategy should…
a)
Check the time that takes their website pages to load.
b)
Get rid of app download interstitials.
c)
Claim and create a local Google profile.
d)
All of the above
e)
Both A and C
23.
For a successful SEO strategy, an organisation should…
a)
Claim and create their Google Places profile
b)
Claim and create their Instagram Places profile
c)
Claim and create local Bing Places profile
d)
All of the above
e)
Both A and C
24.
Rules that separate local SEO strategy from other SEO activities include…
a)
Proper address management - to ensure consistency within the page.
b)
Review management strategy - to promote positive reviews submissions.
c)
Including the city in metadata tags and descriptions.
d)
Promoting citations of the company's address across the web.
e)
All of the above
25.
ROPO and showrooming effects are…
a)
The same thing.
b)
Similar customer behaviours, but the ROPO effect is used in mobile SEO strategy, showrooming - in mCommerce.
c)
Similar customer behaviours, but ROPO is used for services and showrooming for physical products.
d)
Both effects describe using the Internet and physical store visits for purchases. The ROPO effect describe a scenario where purchases are made offline.
e)
Both effects describe using the Internet and physical store visits for purchases. The ROPO effect describes a scenario where purchases are made online.
26.
If a company wants to implement mCommerce it can…
a)
Design a responsive online shop in-house.
b)
Use an existing ecommerce platform ready for mCommerce.
c)
Design an mCommerce app.
d)
Use the wiki framework.
e)
A, B and C.
27.
Payments systems designed for mobile devices should…
a)
Be secure.
b)
Allow for easy payments (without typing credit card data).
c)
Use bitcoins.
d)
Use Apple Pay.
e)
Both A and B.
28.
Organisations that want to get customers to use mobile payments in their mCommerce store can use…
a)
Mobile register apps.
b)
NFC payment systems.
c)
OS-integrated mobile payment system (such as Apple Pay).
d)
Mobile payment apps (such as PayPal).
e)
Both C and D.
29.
What is the difference between NFC and QR technologies?
a)
Both are the same.
b)
NFC lets consumers to use proximity of their device rather than taking a picture of the selected QR code.
c)
Both are similar with NFC technology slightly more user friendly than QR codes.
d)
NFC is a newer version of QR technology.
e)
None of the above.
30.
Which is NOT true for NFC SIMs?
a)
Uses the SIM card as a NFC device used for mobile payments.
b)
Are the most popular payment system for iPhone owners.
c)
Work in similar manner to contactless credit/debit cards.
d)
May be safer than standard contactless credit/debit cards.
e)
Are a product of a cooperation between mobile service providers and financial institutions.
31.
NFC stands for…
a)
Near Field Communications.
b)
Neatly Fast Communications.
c)
Near Field Connectivity.
d)
No Fuss Connectivity.
e)
None of the above.
32.
NFC is used for…
a)
Payment systems
b)
Beacons
c)
Mobile SEO
d)
Responsive Web Design Standards
e)
A and B
33.
The most popular 2D code standards are…
a)
QR codes
b)
LogoQ
c)
Data Matrix
d)
Both A and B
e)
Both A and C
34.
QR-codes…
a)
Are rectangular.
b)
Can code Japanese characters.
c)
Can incorporate logos and illustrations.
d)
Are royalty-free to use.
e)
All of the above.
35.
For better analytics and campaign optimization, it is better to use…
a)
Static 2D codes.
b)
Dynamic 2D codes.
c)
Hardcoded 2D codes.
d)
Both static and dynamic codes at the same time.
e)
QR 2D codes.
36.
Reading 2D codes on a mobile phone…
a)
Is impossible without the NFC module installed.
b)
Is a native function of all modern operational systems (e.g. Android, iOS).
c)
Is limited to Android smartphone owners.
d)
May be problematic, as there is a substantial part of the population that do not know how to read 2D codes on their smartphone.
e)
Both A and D
37.
Using 2D codes for shopping experience enhancement means that…
a)
Customers visiting physical stores can easily order products from one of the competitors’ mCommerce sites.
b)
Customers can scan codes next to the product display in store to get additional information about the product.
c)
Customers can scan 2D codes next to product displayed in store to get discounts.
d)
None of the above
e)
A, B and C.
38.
Before using 2D codes in advertising one should consider…
a)
The target group – is this a group who are able to read 2D codes?
b)
Location - will the QR code be easy to scan?
c)
Customer value – is there a reason to scan a 2D code by a customer – does scanning offer them additional value?
d)
Landing page – is the landing page optimized for a mobile experience?
e)
All of the above.
39.
2D codes can be used…
a)
In advertising.
b)
In event experience enhancement.
c)
In coupon campaigns.
d)
In mCommerce.
e)
All of the above
40.
2D codes should link to...
a)
mobile friendly versions of the organisation’s website
b)
The desktop version of the website.
c)
The Facebook profile of the organisation.
d)
The home web page of the organisation.
e)
Discount coupons.
41.
The concept of Internet of Things may be understood as...
a)
An enabling Internet connectivity to ordinary products and objects.
b)
Using beacon technology for product advertisement.
c)
Using mobile devices as fashion objects.
d)
Enabling smartphones to communicate between themselves without their user’s knowledge.
e)
Both A and B
42.
Which of the following statements is NOT true for beacon technology…
a)
Uses Bluetooth low-energy sensors.
b)
Can be used to track the exact location of a smartphone in a closed environment (e.g. shop).
c)
It only works on Android phones.
d)
Can be used to send push notifications to smartphone owners.
e)
All of the above.
43.
Beacons can…
a)
work for a couple of years on single battery
b)
Be attached to physical objects (e.g. products in store).
c)
Be placed in different store areas to trigger different actions on customers’ smartphones.
d)
Be used to track the exact location of a customer in a closed environment.
e)
All of the above.
44.
Beacons cannot be used for…
a)
Walk-by promotions.
b)
Enhancing shopping experiences.
c)
Mobile payments.
d)
Coupons and loyalty programs.
e)
Service enhancements.
45.
What is wearable technology?
a)
A handset free technology can be worn by a consumer and has the ability to deliver actions based on motion and sensors.
b)
It is a technology worn as clothing.
c)
It is a smartphone phone.
d)
It is a technology associated with interactive television.
e)
All of the above.
46.
What are the benefits of wearable technology to consumers?
a)
They are becoming more user friendly than smartphones and customized to an individual level.
b)
They are less costly than mobile devices.
c)
They outperform smartphones.
d)
They allow the same functionalities as offered by the smartphone without the need to carry it on one’s hand
e)
They use virtual reality to enhance the customer experience.
47.
What is the difference between Google Glass and Apple Watch?
a)
Google glass has the same functionalities as smartphones but handsfree, while additional functions on the Apple Watch is to track an individual’s health
b)
One are a set of glasses and the other is a watch, but the functions are the same.
c)
There is no difference; they are both the same type of device.
d)
Google Glass is based on an individual’s health, while Apple Watch is for internet browsing and media viewing.
e)
Both A and B are true
48.
What are the negative implications associated with wearable technologies?
a)
The high cost of wearable technology and privacy issues faced by consumers.
b)
There are no negative implications associated with wearable technology.
c)
Wearable technology is not part of mainstream awareness yet.
d)
None of the above.
e)
A, B and C.
49.
What kind of mobile technologies can marketers use to communicate with customers?
a)
Near Field Communications (NFC)
b)
Bluetooth
c)
Quick Response (QR) Codes
d)
Beacons
e)
All of the above.
50.
What kind of mobile technologies do marketers use to directly link physical world with their mobile experience?
a)
Responsive websites.
b)
Mobile PPC.
c)
Beacons.
d)
B and C
e)
A, B and C.
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