Is Chapter 6

53) 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. A) customer service chat system B) CRM system C) data warehouse D) transactive content system

CRM system

25) Search engine advertising and marketing expenditures in 2013 were approximately: A) $19 million. B) $195 million. C) $1.95 billion. D) $19.5 billion.

D) $19.5 billion

46) For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month. A) 50 B) 500,000 C) 5 million D) 50 million

50 million

49) A Web beacon is: A) a cookie that carries a virus. B) an executable cookie. C) an automated applet for performing Web searches. D) a tiny graphics file embedded in an e-mail or Web page.

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

24) Which of the following is not one of the four main methods advertisers use to behaviorally target ads? A) Nielsen ratings B) data collected from social networks C) integration of offline data D) clickstream data

A) Nielsen Ratings

18) Which of the following online advertising formats attracted the least amount of spending in 2013? A) search B) classifieds C) rich media D) e-mail

D) e-mail

40) Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan? A) local marketing B) offline marketing C) social marketing D) mobile marketing

Local Marketing

41) Hits are a measure of the: A) number of times an ad is clicked. B) number of times an ad is served. C) number of http requests. D) number of pages viewed.

Number of http requests

50) ________ is an industry-standard database query and manipulation language. A) SQL B) PHP C) DBMS D) JSP

SQL

54) Which of the following measures the average length of stay at a Web site? A) loyalty B) stickiness C) recency D) retention rate

Stickiness

64) Creating multiple variations of information goods and selling these to different market segments at different prices is called: A) bundling. B) customization. C) dynamic pricing. D) versioning.

versioning.

38) Impressions are a measure of the: A) number of times an ad is clicked. B) number of times an ad is served. C) number of http requests. D) number of pages viewed.

B) number of times an ad is served

17) Which of the following online advertising formats is the most effective? A) banner ads B) rich media ads C) video ads D) e-mail

Video Ads

30) A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising? A) sponsorship B) banner swapping C) affiliate relationship D) public relations

A) Sponsorship

35) Which of the following statements about CAN-SPAM is not true? A) CAN-SPAM went into effect in January 2004. B) CAN-SPAM prohibits unsolicited e-mail (spam). C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. D) Large spammers are among CAN-SPAM's biggest supporters.

B) CAN-SPAM prohibits unsolicited e-mail

19) Which of the following would you implement to collect and analyze your company's big data? A) data warehouse B) Hadoop C) SQL D) profiling

B) Hadoop

21) Which of the following forms of online advertising is growing the fastest? A) paid search B) sponsorships C) video D) rich media

C) Video

39) View-through rate measures the ________ response rate to an ad. A) 30-minute B) 24-hour C) 7-day D) 30-day

D) 30- day

28) All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except: A) search engines. B) online catalogs. C) social networks. D) targeted banner ads.

D) Targeted Banner ads

51) All of the following are traditional online marketing tools except: A) affiliate marketing. B) e-mail and permission marketing. C) social marketing. D) sponsorship marketing.

Social Marketing

42) Which of the following statements about the Internet's impact on marketing is not true? A) The Internet has broadened the scope of marketing communications. B) The Internet has decreased the impact of brands. C) The Internet has increased the richness of marketing communications. D) The Internet has expanded the information intensity of the marketplace.

The internet has decreased the impact of brands

62) The incremental cost of building the next unit of a good is called the: A) demand curve. B) variable cost. C) marginal cost. D) fixed cost.

marginal cost.

48) All of the following statements about cookies are true except: A) cookies can be used with Web bugs to create cross-site profiles of users. B) the data typically stored in cookies includes a unique ID and e-mail address. C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. D) the more cookies are deleted, the less accurate ad server metrics become

the data typically stored in cookies includes an ID and e-mail address