E-Commerce Test 2 Chapter 6 and 7

By 2015, spending on social marketing will be more than double the amount spent on mobile marketing. T/F?

False

The richness made possible by e-commerce technologies does which of the following?

It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

Which of the following is not true about search engine advertising?

Search engine advertising is the fastest growing type of online advertising.

Encouraging users to click a Like button is an example of which step in the social marketing process?

amplification

The number of people exposed to pins is a measure of which of the following?

fan acquisition

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

knowledge consumers have about how to conduct online transactions.

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

Viral marketing

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer

CRM system

Google's AdSense is an example of which of the following?

Context advertising

Which of the following is not true about social marketing? More than 50% of Twitter's ad revenues are generated by desktop users. Social marketing is growing at around 30% a year. Social marketing differs markedly from traditional online marketing In social marketing, business cannot tightly control their brand messaging.

More than 50% of Twitter's ad revenues are generated by desktop users.

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Nielsen ratings

Which of the following measures the average length of stay at a Web site?

Stickiness

Which of the following is the most important tool in establishing a relationship with the customer?

company Web site

The ratio of impressions to fans is a measure of:

fan acquisition

Which of the following is the first step in the social marketing process?

fan acquisition

Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?

location-based mobile marketing

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

query-driven

Visitors spend significantly more time on Facebook than any other social network site. T/F?

True

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Versioning

Time elapsed since the last visit made by a customer.

Recency

According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?

Around 33%

Facebook's AD functionality includes everyone's public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends. T/F?

False

In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing. T/F?

False

Traditional desktop marketing has become the smallest part of all online marketing. T/F?

False

Which of the following statements is not true? Google is the leading display ad site on mobile devices. Google is the largest distributor of video ads on the mobile platform. Mobile advertising is dominated by Google. Google generates almost two-thirds of all mobile search ad spending.

Google is the leading display ad site on mobile devices.

ds that appear in a Facebook user's News Feed are

Page Post Ads

Which of the following is not true about mobile marketing? Mobile marketing is the fastest growing form of online marketing. Mobile marketing is growing at around 30% a year. People use most of their mobile minutes while they are on the go. A substantial part of mobile marketing should be counted as social marketing.

People use most of their mobile minutes while they are on the go.

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Programmatic advertising

Brand pages on Facebook typically attract more visitors than a brand's Web site. T/F?

True

A Web beacon is:

a tiny graphics file embedded in an e-mail or Web page.

Amazon's Associates program is an example of which of the following?

affiliate marketing

Which of the following is not one of the main stages of the online purchasing process? post-purchase service and loyalty awareness engagement conversation

conversation

Which of the following is another term for amplification?

reach

Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?

rich media

All of the following are "traditional" online marketing tools except: affiliate marketing social marketing. sponsorship marketing. e-mail and permission marketing

social marketing

Uber has been criticized for using which of the following?

surge pricing

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

unique visitors

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

universal standards