Marketing Chapter 9 Revision
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Questions and Answers

What is the first stage in the growth hacking framework?

  • User data analysis
  • Conversion rate optimisation
  • Product/market fit (correct)
  • Viral growth
  • Which of the following is a key element of Conversion Rate Optimization (CRO)?

  • Clickstream analysis and visitor segmentation
  • Measuring virality
  • User testing prioritisation
  • A/B and multivariate testing (correct)
  • In relation to virality, which type is associated with Skype?

  • Word-of-mouth virality
  • Retention and scalable growth
  • Inherent virality (correct)
  • Artificial virality
  • What does Scrum primarily emphasize for digital marketing teams?

    <p>Sprint planning</p> Signup and view all the answers

    Which stage involves defining the performance metrics framework in the performance management system?

    <p>Creating a performance management system</p> Signup and view all the answers

    What does the growth hacking process typically focus on after achieving Product/market fit?

    <p>Retention and scalable growth</p> Signup and view all the answers

    What is the main difference between 'digital business' and 'e-commerce'?

    <p>Digital business only includes digital interactions within an organisation, while e-commerce focuses on external stakeholders.</p> Signup and view all the answers

    What does 'buy-side e-commerce' refer to?

    <p>Transactions between an organisation and its suppliers and other partners.</p> Signup and view all the answers

    Why is it important for organisations to prioritize buy-side and sell-side activities in e-commerce management?

    <p>To deliver identified benefits and manage risks to success.</p> Signup and view all the answers

    What do technical problems like failed transactions and slow websites indicate in e-commerce?

    <p>Failure of management.</p> Signup and view all the answers

    How have social media interactions impacted online commerce according to the text?

    <p>Changed the dynamics of online commerce.</p> Signup and view all the answers

    Why is deciding which emerging technologies to prioritize a challenge for organisations?

    <p>Because it is difficult to evaluate and prioritize among many options.</p> Signup and view all the answers

    Who is the CEO of Procter & Gamble in 2010?

    <p>David Taylor</p> Signup and view all the answers

    Which journal published the paper 'Omnichannel customer behaviour: key drivers of technology acceptance and use and their effects on purchase intention'?

    <p>Frontiers in Psychology</p> Signup and view all the answers

    What did Choi and Varian predict with Google Trends according to the text?

    <p>Present consumer behavior</p> Signup and view all the answers

    Which organization awarded Macy's a Customer Engagement Supply Chain Award in 2013?

    <p>Manhattan Associates</p> Signup and view all the answers

    From which source was the information about 'Macys-omnichannel-innovations-case-study' adapted?

    <p>McMillan Doolittle LLP</p> Signup and view all the answers

    Who authored the paper 'Googling the Present' as per the text?

    <p>G. Chamberlin</p> Signup and view all the answers

    What is the focus of the revised Chapter 9 in the last edition?

    <p>Customer experience and service design</p> Signup and view all the answers

    Which company's Head of Digital is interviewed in the updated Chapter 9?

    <p>Domino's Pizza UK</p> Signup and view all the answers

    What new concept is particularly relevant to digital start-ups and can also be applied to existing businesses?

    <p>Growth hacking</p> Signup and view all the answers

    What is the focus of the new Chapter 10?

    <p>Digital transformation and growth hacking</p> Signup and view all the answers

    Which section in Chapter 10 delves into how organizations need to think about themselves during digital-centered change?

    <p>Digital transformation</p> Signup and view all the answers

    What is discussed in the updated cyber security section of Chapter 9?

    <p>Massive security breaches at TalkTalk and Uber</p> Signup and view all the answers

    What is the main focus of the blog post by Thomas Schranz?

    <p>Lessons learned from Growth Hackers Conference</p> Signup and view all the answers

    Which publication features an article by Marissa Gorbis about Silicon Valley?

    <p>Harvard Business Review</p> Signup and view all the answers

    Where can one find Mark Zuckerberg's perspectives on innovation?

    <p>Business Insider</p> Signup and view all the answers

    What topic does the blog post by Thomas Schranz discuss?

    <p>Lessons learned from a conference</p> Signup and view all the answers

    What is the primary subject of the article by Helen Blodget?

    <p>Innovation in online businesses</p> Signup and view all the answers

    Which source provides insights into IBM's agile marketing strategy?

    <p>Business Insider</p> Signup and view all the answers

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