BCIS4720 Chapter 6 eCommerce
Approximately ________ of U.S. Internet users research online but do not buy. 1. 7.5% 2. 10% 3. 25% 4. 80%
10%
Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices. 1. True 2. False
True
Evidence suggests that real-time customer chat increases the dollar value of transactions. 1. True 2. False
True
Lead generation marketing firms specialize in inbound marketing. 1. True 2. False
True
Online traffic is partially driven by offline brands and traditional shopping. 1. True 2. False
True
Research has found that most of the ad impressions served across display advertising platforms are not viewable. 1. True 2. False
True
Research shows the two key factors shaping the decision to purchase online are utility and trust. 1. True 2.False
True
Amazon's Associates program is an example of which of the following? 1. viral marketing 2. local marketing 3. lead generation marketing 4. affiliate marketing
affiliate marketing
All of the following are among those most frequently affected by ad-blocking except: 1. online retailers. 2. gaming sites. 3. newsgroup/forums. 4. social network sites.
online retailers.
Which of the following is an automated, auction-based method for matching demand and supply for online display ads? 1. behavioral targeting 2. retargeting 3. keyword advertising 4. programmatic advertising
programmatic advertising
The highest amount of online advertising spending is for online video ads. 1. True 2. False
False
The majority of online shoppers find vendors by clicking on display ads. 1. True 2. False
False
Which of the following search engine algorithm updates targets websites that violate Google's guidelines? 1. Hummingbird 2. Penguin 3. Panda 4. Fred
Fred
Consumers choose the online channel primarily due to social media influence. 1. True 2. False
False
The concept of "customer satisfaction" is broader than the concept of "customer experience." 1. True 2. False
False
Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable? 1. 50% of the pixels must be in view for at least one second. 2. 100% of the pixels must be in view for at least two seconds 3. 100% of the pixels must be in view for at least one second 4. 50% of the pixels must be in view for at least two seconds.
100% of the pixels must be in view for at least one second
The percentage of all e-mail that is spam averaged around ________ in 2020. 1. 65% 2. 75% 3. 85% 4. 55%
55%
Which of the following statements about Internet usage in the United States is not true? 1. In 2020, around 290 million people of all ages had access to the Internet. 2. Adults in the 25-to-54-age group have the highest percentage of Internet use. 3. In 2020, the growth in the number of new online users was around 1.5%. 4. Over 90% of all U.S. Internet users access the Internet using a mobile device.
Adults in the 25-to-54-age group have the highest percentage of Internet use.
Which of the following statements about CAN-SPAM is not true? 1. CAN-SPAM went into effect in January 2004. 2. CAN-SPAM prohibits the use of deceptive subject lines and false headers. 3. CAN-SPAM prohibits unsolicited e-mail (spam). 4. Large spammers are among CAN-SPAM's biggest supporters.
CAN-SPAM prohibits unsolicited e-mail (spam).
Which of the following statements about native advertising is not true? 1. Most consumers are able to easily distinguish editorial content from native advertising. 2. Consumers look at native ads more frequently than they look at display ads. 3. Almost all of social network ad spending is native advertising. 4. Native advertising's share of mobile display revenues has grown to 85% in 2020.
Most consumers are able to easily distinguish editorial content from native advertising.
Which of the following is not one of the four main methods advertisers use to behaviorally target ads? 1. integration of online data with offline data 2. Nielsen ratings 3. clickstream data 4. data collected from social networks
Nielsen ratings
Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results? 1. Hummingbird 2. Penguin 3. Knowledge Graph 4. Panda
Panda
Which of the following is a Google algorithm update related to local search? 1. Panda 2. Hummingbird 3. Possum 4. Penguin
Possum
Which of the following statements about a free pricing strategy is not true? 1. The free pricing strategy was born in the early days of the Web. 2. It is difficult to convert free customers into paying customers. 3. Free products and services can help build market awareness. 4. Free products and services can knock out potential and actual competitors.
The free pricing strategy was born in the early days of the Web.
Which of the following statements about Canada's anti-spam law is not true? 1. The first phase of the law went into effect in 2014. 2. The law applies to e-mail, texts, and social media messaging. 3. Canada's law is based on an opt-in model. 4. The law has no impact on companies located within the United States.
The law has no impact on companies located within the United States.
A roughly equal percentage of men and women in the United States use the Internet today. 1. True 2. False
True
A significant percentage of online ad impressions served are not actually viewed or even viewable. 1. True 2. False
True
Which of the following is the most important tool in establishing a relationship with the customer? 1. search engine display ads 2. company CRM system 3. company website 4. Facebook
company website
Which of the following is not one of the main stages of the online purchasing process? 1. conversation 2. post-purchase service and loyalty 3. awareness 4. engagement
conversation
The NIKEiD program is an example of which of the following marketing techniques? 1. price discrimination 2. customer co-production 3. permission marketing 4. transactive content
customer co-production
Which of the following online advertising formats attracted the least amount of spending in 2020? 1. e-mail 2. rich media 3. classifieds 4. search
Ad blockers operate in a manner similar to which of the following? 1. Flash cookies 2. anti-virus software 3. firewalls 4. anonymous browsing
firewalls
In modeling online consumer behavior, the concept of "consumer skills" refers to the: 1. knowledge consumers have about how to conduct online transactions. 2. product evaluation skills of the consumer. 3. communication skills of the consumer. 4. education level of the consumer.
knowledge consumers have about how to conduct online transactions.
The incremental cost of building the next unit of a good is called the: 1. variable cost. 2. marginal cost. 3. Law of One Price. 4. fixed cost.
marginal cost.
Which of the following is not a primary source of ad fraud? 1. ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 2. native advertising that is displayed on a social media site 3. botnets hired by publishers to click on web pages to create phony traffic 4. browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange
native advertising that is displayed on a social media site
Which of the following industries accounted for the highest percentage of spending on online advertising in 2019? 1. financial services 2. automotive 3. entertainment 4. retail
retail
All of the following are "traditional" online marketing tools except: 1. social marketing. 2. sponsorship marketing. 3. affiliate marketing. 4. e-mail and permission marketing.
social marketing.
Which of the following is not a practice that degrades the results and usefulness of search engines? 1. content farms 2. link farms 3. click fraud 4. social search
social search
All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: 1. search engines. 2. online catalogs. 3. targeted banner ads. 4. social networks.
targeted banner ads.
Which of the following is based on the idea of complete price transparency in a perfect information marketplace? 1. price discrimination 2. dynamic pricing 3. versioning 4. the Law of One Price
the Law of One Price
Creating multiple variations of information goods and selling these to different market segments at different prices is called: 1. bundling. 2. customization. 3. dynamic pricing. 4. versioning.
versioning.
Which of the following forms of online advertising is expected to grow the most between 2020 and 2024? 1. search engines 2. sponsorships 3. video 4. paid search
video
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? 1. native advertising 2. viral marketing 3. affiliate marketing 4. lead generation marketing
viral marketing
Pinterest's Lens is an example of which of the following? 1. voice search 2. keyword advertising 3. visual search 4. SEO
visual search
All of the following are fixed price strategies except: 1. free pricing. 2. yield management. 3. bundling. 4. versioning.
yield management.
