FINAL EXAM
Which of the following is not true about mobile marketing? By 2022, spending on mobile marketing is expected to comprise almost 75% of all digital ad spending. People use most of their mobile minutes while they are on the go, outside of the home. There is significant overlap between local and mobile marketing. 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, outside of the home.
The ratio of impressions to fans is a measure of: amplification. fan acquisition. engagement. community.
fan acquisition.
Instagram is an example of a(n): interest-based social network. general community/social network. affinity community/social network. practice network
general community/social network.
Your Facebook News Feed includes all of the following except: Likes. app activity. status updates. tweets
tweets
All of the following are examples of technology convergence except: smartphones. Apple TV. Amazon Books Publishing. the iPad.
Amazon Books Publishing.
Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook? FBX PTAT Amplify DoubleClick
FBX
All of the following have introduced their own versions of Buy buttons except: Facebook. Pinterest. Instagram. Tumblr.
Tumblr.
Facebook owns which of the following? Pinterest WhatsApp Tumblr Snapchat
________ is the market leader in C2C auctions. eBay Amazon uBid eBid
eBay
The amount of time visitors spend on a site is a measure of: reach. loyalty. engagement. conversation.
engagement.
Private industrial networks are direct descendants of: e-procurement Net marketplaces. industry consortia. independent exchanges. existing EDI networks.
existing EDI networks.
Which of the following is the most common model for online newspaper access for U.S. newspapers with circulations over 50,000? metered subscription model totally free paywall most content free, but subscription fee to access premium content
metered subscription model
All of the following are solutions to the problem of high monitoring costs except: seller rating systems. watch lists. proxy bidding. fixed pricing.
seller rating systems.
Which of the following is not a characteristic of the use of social networks in B2B e-commerce? It helps develop a more personal relationship between participants in the supply chain. It is typically unstructured. They are always private. It enables participants to make decisions based on current conditions.
They are always private.
Which of the following U.S. media channels generates the most revenue? newspapers video games box office movies broadcast television/pay TV
broadcast television/pay TV
All of the following are terms used to describe on-demand service companies except: mesh economy. omni-channel commerce. we-commerce. collaborative commerce.
omni-channel commerce.
Which of the following has the highest share of the e-book market? Google Amazon Barnes & Noble Apple
Amazon
All of the following are forms of collaboration among businesses except: marketing coordination and product design. RFQs. demand chain visibility. CPFR.
RFQs
Which of the following refers to itself as the front page of the Internet? Buzzfeed Flipboard Huffington Post Reddit
Which of the following is another term for amplification? reach impressions conversion ratio conversation rate
reach
Which of the following statements about the wholesale and agency models for selling books is not true? Amazon supports the agency model. A result of the agency model was that Amazon's prices on e-books rose. In the wholesale model, the retailer decides at what price to sell a book to the consumer. Amazon surprised traditional publishers by selling e-books for below their wholesale cost.
Amazon supports the agency model.
Which of the following Twitter marketing tools provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? Promoted Accounts Amplify Twitter Cards Promoted Trends
Amplify
All of the following marketing tools on Facebook require payment except: Facebook Watch. News Feed Page Post Ads. Mobile Ads. Brand Pages.
Brand Pages.
________ systems facilitate the sharing of information across the various departments of an organization in order to increase customer satisfaction and loyalty. Data mining Operational customer relationship management (CRM) Analytical customer relationship management (CRM) Data warehousing Collaborative customer relationship management (CRM)
Collaborative customer relationship management (CRM)
Marketing researchers have found the cost of trying to win back customers who have gone elsewhere can be up to ________ times as much as keeping a current one satisfied. 25-40 150-200 50-100 2 10-20
50-100
Approximately ________ % of the United States labor force is involved in providing services. 80 50 70 60
80
A majority of B2B buyers worldwide now believe their mobile device is essential to their work. Which age-group had the highest percentage agreeing with this statement? Baby Boomers (ages 52 to 65) those over 65 Millennials (ages 18-35) Gen-Xers (ages 36-51)
Millennials (ages 18-35)
The last step in the procurement process is: shipping the goods. delivering the goods. sending the invoice. sending a remittance payment.
sending a remittance payment.
Which of the following is not categorized as an operating expense? administrative overhead amortization of goodwill marketing costs the cost of products being sold
the cost of products being sold
Which of the following types of online content is consumed by the highest percentage of U.S. Internet users? You Answered e-books digital audio video digital games
video
________ refers to systems that automate requests, complaints, product returns, and information requests. Execution management Customer service and support Data warehouse Sales force automation Enterprise marketing management
Customer service and support
________ includes tags for data such as annual and quarterly reports, Securities and Exchange Commission filings, general ledger information, and net revenue and accounting schedules. Extensible Rights Markup Language Extensible Application Markup Language Extensible Business Reporting Language Enterprise Mashup Markup Language Extensible Access Control Markup Language
Extensible Business Reporting Language
Which of the following statements is true about product flow, a key element of supply chain execution? It refers to the ability of tracking products as they move through the supply chain. It refers primarily to the movement of financial assets throughout the supply chain. It refers to the movement of goods from the supplier to production, from production to distribution, and from distribution to the consumer. It refers to the movement of information along the supply chain, such as order processing and delivery status updates. It tracks a one-way flow of products from producers to consumers, but cannot process returns or customer refunds.
It refers to the movement of goods from the supplier to production, from production to distribution, and from distribution to the consumer.
Which of the following is not a typical barrier to the implementation of a private industrial network? It requires a significant investment of time and money. It requires participating firms to share sensitive data. It requires the large network owners to give up some of its independence. It requires a change of mindset and behavior of employees.
It requires the large network owners to give up some of its independence
Which of the following allows Facebook to track user behavior on other sites? Whatsapp hashtags Open Graph Like button
Like button
Which of the following statements about Millennials is not true? Millennials watch 100 to 130 hours of regular cable TV per month, about the same as older adults. Millennials overwhelmingly prefer e-books to printed books. Millennials are more likely to have read a book in the past 12 months than older adults. Millennials are nearly twice as likely as older adults to use streaming services such as Netflix, Hulu, and Amazon.
Millennials overwhelmingly prefer e-books to printed books.
Which of the following types of auctions "shields the brand" of the seller? Name Your Own Price auction English auction Dutch auction penny auction
Name Your Own Price auction
Priceline is an example of a(n): English auction. penny auction. Name Your Own Price auction. Dutch auction.
Name Your Own Price auction.
The essential characteristic of ________ is that they bring hundreds to thousands of suppliers into a single Internet-based environment to conduct trade. horizontal markets exchanges industry consortia Net marketplaces
Net marketplaces
Which of the following statements about B2B marketing is not true? The disparity between the amount spent on B2B marketing compared to B2C e-commerce reflects the different nature of much of B2B e-commerce when compared to B2C e-commerce. Mobile B2B marketing consumes less than 20% of B2B digital marketing budgets. Only 10% of B2B marketers use mobile marketing technologies. Content marketing is one of the primary and most effective marketing tools in B2B marketing.
Only 10% of B2B marketers use mobile marketing technologies.
________ customer relationship management (CRM) includes systems used for automating the fundamental business processes and for interacting with a customer. Reflective Collaborative Integrated Structured Operationa
Operational
________ of procurement officers use auctions to purchase goods. Less than a quarter Over one third Approximately 25% Approximately 80%
Over one third
All of the following are Pinterest marketing tools except: Promoted Accounts. Promoted Pins. Brand pages. Rich Pins.
Promoted Accounts.
________ refers to the use of secondary user IDs or bidders who have no actual intention to buy to artificially raise the price of an item. Shill bidding Shill feedback Bid rigging Bid manipulation
Shill bidding
Who was the first major fiction writer to create an e-book-only volume of a new work? Stephen King Hugh Howey Amanda Hocking Dan Brown
Stephen King
________ is a subscription-based retailer using predictive marketing and Big Data. Macy's Lands' End Stitch Fix Dell
Stitch Fix
________ convergence describes the development of hybrid devices that can combine the functionality of two or more existing media platforms into a single device. Industry Content Technological Media
Technological
Which of the following statements about piracy in the movie and television industry is not true? Piracy still remains a threat to the movie and television industry. Public interest in pirated movies in the United States is declining. The most common method of piracy uses bit cyberlockers/file hosting sites. The monetary amount the movie industry loses as a result of piracy is unknown.
The most common method of piracy uses bit cyberlockers/file hosting sites.
Which of the following statements is not true? The ability of travel products and services to be commoditized is a significant factor in the explosive growth of the online travel services industry. The online travel services sector is one of the few in which extensive disintermediation has occurred. Price competition among online travel services is difficult as comparison shopping for better prices is easy. The online travel services industry has gone through a period of consolidation.
The online travel services sector is one of the few in which extensive disintermediation has occurred.
Which of the following statements is not true about OTT? To use OTT services, consumers must purchase a bundle of channels. OTT entertainment services are a threat to cable/satellite television delivery systems. OTT services include the ability to download content after purchase or rental, as well as subscription streaming and "live" TV services. OTT entertainment services enable binge watc
To use OTT services, consumers must purchase a bundle of channels.
Which of the following is known primarily for blogs? Google Facebook Instagram Tumblr
Tumblr
Which of the following Twitter marketing tools involves a coupon or other promotional offer that appears in users' Twitter timeline? Twitter Card Promoted Tweet Promoted Account Promoted Trend
Twitter Card
________ is a business model in which the suppliers to a manufacturer manage the manufacturer's inventory levels based on preestablished service levels. Vendor-managed inventory Scan-based trading Lean manufacturing Just-in-case manufacturing Just-in-time manufacturing
Vendor-managed inventory
All of the following types of auctions involve single units except: a penny auction. an English auction. a Dutch Internet auction. a Name Your Own Price auction.
a Dutch Internet auction.
A website designed around a community of members who self-identify with a demographic or geographic category is classified as a(n): interest-based social network. affinity community. sponsored community. practice network.
affinity community.
Encouraging users to click a Like button is an example of which step in the social marketing process? fan acquisition amplification brand strength community
amplification
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? amplification engagement dark social social density
amplification
Organizations that effectively utilize ________ can more easily customize marketing campaigns from the segment level to even the individual customer. collaborative design automation sales force automation analytical customer relationship management (CRM) operational customer relationship management (CRM) integrated customer relationship management (CRM)
analytical customer relationship management (CRM)
________ was sued by the Justice Department for violating antitrust laws in connection with e-books. Apple Amazon Barnes & Noble Google
apple
Virtual merchants face potentially large costs for all of the following except: building an order fulfillment infrastructure. developing a brand name. building and maintaining physical stores. building and maintaining a website.
building and maintaining physical stores.
One major problem affecting supply chains are ripple effects referred to as the ________ effect. stockwhip backflush bullwhip multiplier incrementa
bullwhip
Which of the following occurs when retailers of products must compete on price and currency of inventory directly against the manufacturer? disintermediation hypermediation channel conflict localization
channel conflict
Identify a key technology in analytical customer relationship management (CRM) systems. cognitive science neural networks data mining probabilistic risk assessment failure effect and mode analysis
data mining
All of the following are benefits of auctions except: more efficient price discovery. decreased price transparency. increased market efficiency. lower transaction costs.
decreased price transparency.
Gross margin is defined as gross profit: divided by net sales revenues. divided by cost of sales. minus net income. minus total operating expenses.
divided by net sales revenues.
EDI began as a(n) ________ system. invoice generation document exchange document automation MRP
document automation
Which of the following primarily deal with indirect goods? exchanges and e-procurement Net marketplaces e-distributors and industry consortia exchanges and industry consortia e-distributors and e-procurement Net marketplaces
e-distributors and e-procurement Net marketplaces
Rather than engaging in conversations with their customers, organizations need to start seeing customers as an audience. True False
false
Production scheduling ________. leads to the development of inventory estimates provides immediate communication and feedback to and from customers focuses on delivering products or services to consumers as well as warehousing leads to the development of a sourcing plan focuses on the coordination of all activities needed to create the product or service
focuses on the coordination of all activities needed to create the product or service
Which of the following are features of both Pinterest and Twitter? Image Hover widget pins tweets hashtags
hashtags
All of the following are examples of the challenges that traditional manufacturers experience when using the Internet to sell directly to the consumer except: high cost structures. developing a fast-response online order and fulfillment system. moving to a demand-pull model. channel conflict.
high cost structures.
An ________ serves businesses that primarily buy direct goods on a contract purchasing basis. e-procurement company e-distributor industry consortium exchange
industry consortium
The Seam is an example of an: e-procurement Net marketplace. e-distributor. exchange. industry consortium.
industry consortium.
Which of the following is not one of the central challenges facing the online retail industry? lack of physical store presence consumer concerns about the privacy of personal information inconvenience in returning goods delivery delays
lack of physical store presence
Which of the following is not a type of digital gamer? local gamers casual gamers social gamers MMO gamers
local gamers
Which of the following is not considered a current asset? marketable securities accounts receivable cash long-term investments
long-term investments
All of the following are potential benefits of B2B e-commerce except: lower administrative costs. lower price transparency. lower search costs. lower transaction costs.
lower price transparency.
Which of the following types of online content is consumed by the lowest percentage of U.S. Internet users? e-books magazines digital audio video
magazines
The time spent watching and reviewing auction bids is a part of ________ costs. monitoring fulfillment delayed consumption pricing
monitoring
Apart from Amazon, the top online retail firms in terms of online sales are all primarily ________ firms. catalog merchant omni-channel web-only
omni-channel
Which of the following has the second-highest share of online retail sales? manufacturer-direct catalog merchants omni-channel merchants You Answered virtual merchants
omni-channel merchants
Which of the following is not one of the typical portal revenue sources? tenancy deals subscription fees referral fees commissions on sales
referral fees
Which of the following is the leading location-based mobile ad format? display ads search ads native/social ads video ads
search ads
What is the first step in the procurement process? issue a purchase order qualify the seller and its products search for suppliers negotiate price
search for suppliers
The key use of the manufacturing execution module of supply chain management is to ________. forecast and plan anticipated demand for products support production processes, taking into account capacity and material constraints assign optimal safety stock and target stock levels in all inventories in the supply network ensure that the materials required for production are available where needed and when needed
support production processes, taking into account capacity and material constraints
All of the following statements about the online real estate services market are true except: the primary service offered by real estate sites is a listing of houses available. the first step in the home buying process for nearly all ages of home buyers is to look online. the major impact of Internet real estate sites has been in influencing offline decisions. the Internet and e-commerce have created a revolution in the real estate value chain.
the Internet and e-commerce have created a revolution in the real estate value chain.
All of the following are important trends in B2B e-commerce in 2018-2019, except: the growing emphasis on obtaining real-time data. the increasing use of social network platforms. a decline in the number of Net marketplaces. the migration of B2B hardware and software to cloud computing and cloud apps.
the migration of B2B hardware and software to cloud computing and cloud apps.
Which of the following portrays the improved product development benefit of a customer relationship management (CRM) system? enabling improved record keeping and efficient methods of capturing customer complaints that help to identify problems faster providing product information, sales status, support information, issue tracking, and so on providing integrated information that removes information handoffs, thereby speeding both sales and support processes learning how each customer defines product and service quality so that customized product, pricing, and services can be designed or developed collaboratively tracking customer behavior over time that helps to identify future opportunities for product and service offerings
tracking customer behavior over time that helps to identify future opportunities for product and service offerings
A collaborative customer relationship management system supports customer communication and collaboration with the entire organization, thus providing more streamlined customer service with fewer handoffs. True False
true
A ________ permits the consumer to monitor specific auctions of interest, requiring the consumer to pay close attention only in the last few minutes of bidding. rating system channel manager watch list bidding fee auction
watch list