Macroenvironment

Question 1

Technological
Legal
Social
Economic
Political

Answer 1

Macro-environment Forces

Question 2

protocol at the foundation of the web, used for encoding information transferred between web browser and server. Secure version

Answer 2

http

Question 3

The ____ ____ is the part of a network address that identifies it
as belonging to a particular domain( e.g., marketingweek.com)

Answer 3

domain name

Question 4

The ___ ___ is everything that follows the final dot of a
domain name (e.g., .com, .org).

Answer 4

top-level domain

Question 5

The ___ ___ is a hierarchical system to organize files.

Answer 5

folder structure

Question 6

The ___ ___ ___ “?” is often used for tracking the source
of visits so they can be assessed more accurately in web analytics.

Answer 6

query string following

Question 7

• Plan for organizing a website’s URLs
• It aims to create user-friendly and search engine-optimized URLs

Answer 7

URL Strategy

Question 8

• Content: information, graphics, and interactive elements that make up the web pages of a site
• Different standards exist for text, graphics, and multimedia.

Answer 8

Web Standards

Question 9

pieces of information that describe
and provide context about a digital asset, such as a webpage, image, or video, in a standardized way.

Answer 9

Metadata

Question 10

refers to the tools and technologies used to manage and optimize marketing strategies, campaigns, and customer experiences.

Answer 10

Martech

Question 11

• Confidential details or passwords accessed on the user’s computer
• Transaction or credit card details stolen in transit (e.g., “packet sniffing” software)
• Customer’s credit card details stolen from merchant’s server (e.g., through hacking)
• Customer’s details accessed by company staff

Answer 11

Security Risks in an E-commerce Transaction

Question 12

a distributed ledger comprising batches of encrypted transaction
records called blocks, which can be secured over a peer-to-peer network such as the internet. Transaction history can’t be modified to provide an audit trail.

Answer 12

Blockchain technology

Question 13

digital or virtual currency that
is secured by cryptography.

Answer 13

Cryptocurrency

Question 14

Early adopters
Fast followers
Majority
Laggards

Answer 14

Assessing the Marketing Value of
Technological Innovation

Question 15

The US currently does not have a
comprehensive federal privacy law. Federal and state laws cover diverse data privacy aspects.

Answer 15

Privacy Law

Question 16

• Applies to all commercial emails
• Violating the law can result in penalties of up to $50,120 per email.
• Main Requirements:
• Accurate subject lines
• Clearly identify the message as an ad
• Include a valid physical postal address
• Provide clear opt-out instructions
• Honor opt-out requests promptly
• Monitor third-party email activity

Answer 16

CAN-SPAM Act

Question 17

Copyright laws secure the creative
content - articles, images, videos, etc. - key to digital marketing.

Answer 17

Creating and Sharing Content

Question 18

Many marketing tools, platforms, and
algorithms, pivotal in digital marketing, are guarded by patents or
trade secrets.

Answer 18

Software and Tech

Question 19

A popular strategy in digital
marketing, UGC may involve intellectual property issues, particularly
if customers share copyrighted material.

Answer 19

User-Generated Content (UGC)

Question 20

A set of laws that govern
commercial transactions, including contracts for the sale of goods. It has been adopted, with some variations, by all 50 states in the U.S.

Answer 20

UCC

Question 21

Federal and state laws.

Answer 21

Consumer Protection laws

Question 22

empowers the Commission to prevent unfair or deceptive practices, and establish rules to prevent such
practices.

Answer 22

The Federal Trade Commission Act

Question 23

Legal parental consent

Answer 23

Children Online Privacy Protection Act
(COPPA)

Question 24

When forecasting future demand, marketers should consider the lack of demand for internet services from groups of people that do not envisage ever using the internet.

Answer 24

Social exclusion

Question 25

relates to marketing as consumer behavior is evolving, and people are recognizing that excessive use of social networks negatively impacts their lives.

Answer 25

Digital minimalism

Question 26

Companies can anticipate increased demand for products and online services.

Answer 26

Economic Growth

Question 27

Sales may decrease a customers adjust their spending habits.

Answer 27

Economic Decline

Question 28

* Primary tool for managing economies * Influences borrowing costs, saving, investing, and spending * Western economies lower rates during hard times to stimulate activity

Answer 28

Interest rates

Question 29

* Price of trading one currency for another * Fluctuations affect consumer prices and supplier revenues * Digital marketers should consider markets in relation to currency fluctuations

Answer 29

Exchange rates

Question 30

* Move towards international trading in a single global marketplace. * Blurring of social and cultural differences between countries.

Answer 30

Globalization in the digital world

Question 31

___ ___ have an impact on digital marketing, affecting various aspects of strategy, planning, online marketplace, and internet governance.

Answer 31

Political forces