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Marketing
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Why?
Failure
What is an outcome failure?
A failure to obtain a good or service at all
A failure to receive a good or service in an appropriate or preferable way
A failure to meet expectations of success
A failure to complete an activity successfully
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Why?
Customer experience
What is customer experience management (CEM or CXM)?
The process of building great consumer experiences
The process of managing a customer's cross-channel exposure, interaction, and transaction
The process of creating visually appealing and sensory-rich environments
The process of understanding and effectively developing a positive customer experience
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Why?
Customer experience
What are the four realms of customer experience introduced by Pine and Gilmore?
Esthetic realm, Escapist realm, Entertainment realm, Educational realm
Strategy, Customer understanding, Design, Measurement, Governance, Culture
Product orientation, Market orientation, Customer experience, Authenticity
Customer service, Ethical ideals, Shopping environment
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Why?
Customer experience
According to Forrester Research, what are the foundational elements of a remarkable customer experience?
Product orientation, Market orientation, Customer experience, Authenticity
Strategy, Customer understanding, Design, Measurement, Governance, Culture
Esthetic realm, Escapist realm, Entertainment realm, Educational realm
Customer service, Ethical ideals, Shopping environment
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Consumer behaviour
What disciplines does consumer behaviour blend elements from?
Psychology and sociology
Marketing and economics
Anthropology and ethnography
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Consumer behaviour
What is consumer behaviour?
The study of how consumers make decisions
The study of marketing strategies
The study of economic consumption
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Why?
Performance-based advertising
What is the difference between CPM and CPC advertising?
CPM advertising charges advertisers only when the consumer clicks on the advertisement, while CPC advertising charges advertisers for impressions
CPM advertising charges advertisers for impressions, while CPC advertising charges advertisers only when the consumer clicks on the advertisement
CPM advertising charges advertisers only when the consumer views the advertisement, while CPC advertising charges advertisers for impressions
CPM advertising charges advertisers for impressions, while CPC advertising charges advertisers only when the consumer buys the product
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Why?
Performance-based advertising
What is the main problem with CPM advertising?
Advertisers are charged only when the consumer clicks on the advertisement
Advertisers are charged only when the consumer buys the product
Advertisers are charged even if the target audience does not click on the advertisement
Advertisers are charged only when the consumer views the advertisement
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Why?
Performance-based advertising
What is the main difference between CPL and CPA pricing models?
CPL campaigns are advertiser-centric, while CPA campaigns are publisher-centric
CPL campaigns are usually low volume and complex, while CPA campaigns are high volume and light-weight
CPL campaigns are suitable for brand marketers, while CPA campaigns are suitable for direct response marketers
CPL campaigns are for interested leads, while CPA campaigns are for completed sales
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Why?
Copywriting
What is the difference between a copywriter and a technical writer?
Copywriters write text to inform and instruct readers, while technical writers write text to persuade people to take a particular action
Copywriters and technical writers are the same thing
Copywriters write text to persuade people to take a particular action, while technical writers write text to inform and instruct readers
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