Question 1

A website for human resource professionals presents news, information, and feature articles for free to attract users and sells advertising space on its website to businesses that want to aim their messages at these users. What type of online business model does this reflect?

Accepted Answer

The website offers free content to attract users and generates revenue through selling advertising space, which is characteristic of an advertising-based online business model.

Question 2

Which of the following is NOT a sentiment analysis measurement?

Accepted Answer

Number of website visitors is not a sentiment analysis measurement because it does not involve measuring or analyzing customer opinions, emotions, or attitudes. It is a metric used to track website traffic and engagement. On the other hand, customer satisfaction score, resolution time, and issue resolution rate are all measurements that involve analyzing customer feedback, complaints, or inquiries to evaluate their level of satisfaction, happiness, or dissatisfaction with a product, service, or company.

Question 3

To show consumers that its A1 Original Steak Sauce was more versatile than to just use on steak, Kraft Foods removed "steak" from the product's name and announced the "breakup" via a video on Facebook, requesting new friends like pork and chicken, and the company created a Pinterest page with boards featuring foods the sauce complements. What online marketing tactic does this best illustrate?

Accepted Answer

This tactic is an example of social media marketing, as it involves using Facebook and Pinterest to promote the product and engage with consumers.

Question 4

On Gerber's website, the company provides an interactive quiz on whether your baby is ready for solid food; a link to schedule a call with a lactation consultant, registered dietitian, and/or sleep consultant; tools to help you track your baby's growth; and videos on feeding babies and toddlers. Which online marketing tactic does this illustrate?

Accepted Answer

This illustrates content marketing, as Gerber's website provides resources and tools aimed at educating and helping parents with feeding their babies and tracking their growth.

Question 5

Which of the following best describes multichannel marketing?

Accepted Answer

Multichannel marketing involves using a combination of different marketing channels, including both traditional offline tactics (such as billboards or print ads) and online tactics (such as social media or email campaigns).

Question 6

Pandora is a free online music streaming and music recommendation service. Which business model is Pandora using?

Accepted Answer

Pandora is using an advertising-based model, where the service is free for users, but revenue is generated through advertising.

Question 7

The majority of search engine users are likely to choose one of the top five suggestions in the results page. This statistic demonstrates the importance of which online marketing tactic?

Accepted Answer

The statistic mentioned in the question highlights the importance of search engine optimization (SEO). By optimizing keywords and other factors on a website, it can increase the likelihood of appearing in the top five search results, which significantly increases the chances of users visiting the site.

Question 8

If you click on a link on a large hotel's website, you can sign up for an exclusive email offer to save 25% on your first stay. What online marketing tactic does this illustrate?

Accepted Answer

This illustrates the tactic of lead generation, as the hotel is offering an email sign-up in exchange for a discount on a first stay.

Question 9

Which of the following businesses would be characterized as online-only retailing?

Accepted Answer

Amazon is an example of online-only retailing as it operates solely in the e-commerce space, without any physical brick-and-mortar stores. Hudson's Bay, Loblaws, and Walmart all have physical store locations in addition to their online presence, making them omnichannel retailers.

Question 10

Which online marketing tactic involves the use of blogs, videos, infographics, and other material to attract and engage customers?

Accepted Answer

Content marketing involves creating and sharing valuable, relevant, and consistent content to attract and engage a specific target audience, with the ultimate goal of driving profitable customer action. This content can take the form of blogs, videos, infographics, and other material.

Question 11

Blue Heron and FreshWay ship recipes and fresh ingredients straight to customers' doors, allowing them to cook a meal without a visit to the grocery store. Which business model are these companies using?

Accepted Answer

Both Blue Heron and FreshWay are using an online-only retailing business model, where they sell and deliver their products through their online platform without having a physical store presence.

Question 12

Which of the following is TRUE about the definition of social media?

Accepted Answer

Social media is a widely used term and there are multiple definitions of it depending on the context and the audience.

Question 13

Which of the following is considered a social networking site for professionals?

Accepted Answer

Pinterest, Google+, and Facebook are not considered social networking sites for professionals. LinkedIn, on the other hand, is specifically designed for professional networking and career development.

Question 14

Which online marketing tactic involves maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by Google or Bing?

Accepted Answer

The online marketing tactic that involves maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by Google or Bing is called search engine optimization (SEO). SEO involves optimizing the content and structure of a website to improve its visibility and ranking in search engine results pages (SERPs).

Question 15

If you sign up using your email address on Wayfair.ca and join the Wayfair Rewards program, you can get 3% back on your purchases. Which online marketing tactic does this illustrate?

Accepted Answer

This illustrates lead generation as it incentivizes customers to sign up with their email address in order to receive rewards for their purchases.

Question 16

Which online marketing tactic involves interacting with consumers on social networks such as Facebook, Twitter, and Instagram?

Accepted Answer

Social media marketing involves interacting with consumers on social networks such as Facebook, Twitter, and Instagram to build brand awareness, engage with customers, and promote products or services.

Question 17

While you are browsing the Web, you see an ad from Reader's Digest Sweepstakes asking you to enter your contact information and email address for a chance to win $10,000,000. What online marketing tactic does this illustrate?

Accepted Answer

This ad is an example of lead generation, which is the process of collecting information from potential customers in order to nurture them into becoming actual customers. By asking for the user's contact information and email address, Reader's Digest Sweepstakes is creating a list of potential customers they can reach out to in the future with promotional offers and incentives.

Question 18

Home Depot sells goods at its stores and on its website, where customers can choose to have the goods delivered to the store for pickup or directly to their homes. Which of the following best describes this business model?

Accepted Answer

Home Depot's model of selling both in physical stores and online, with options for delivery or pickup, is best described as click-and-mortar retailing, which combines online and offline operations.

Question 19

Which online marketing tactic involves creating landing pages offering incentives for customers to provide their email address or other contact information?

Accepted Answer

This tactic is known as lead generation, which involves offering something of value (such as a discount or free download) in exchange for a customer's contact information. This allows businesses to build their email list and target those leads with future marketing efforts.

Question 20

Approximately what percentage of the adult Canadian population uses the Internet?

Accepted Answer

As of my last update, approximately 91% of the adult Canadian population uses the Internet, reflecting Canada's high level of digital connectivity and access.

Quiz 16: Exploring Business Technology