CIS 450 Ch. 6
Online buyers constitute approximately _____% of the online Internet audience.
77
For a website that has 1 million visitors a month, and where, on average, a visitor makes five page requests per visit, there will be __________ entries of the transaction log each month.
5 million
The concept of "customer satisfaction" is broader than the concept of "customer experience".
False
Ad blockers operate in a manner similar to which of the following?
Firewalls
Which of the following statements about a free pricing strategy is false? a. The free pricing strategy was born in the early days of the web. b. It is difficult to convert free customers into paying customers. c. free products and services can help build market awareness. d. free products and services can knock out potential and actual competitors.
a. the free pricing strategy was born in the early days of the web.
Which of the following is the most important tool in establishing a relationship with the customer? a. Facebook b. company website c. search engine display ads d. company CRM system
b. company website.
To answer a question such as "At what time of day does our company sell the most products?" you would use _________ data mining: a. behavioral b. query-driven c. customer profiling d. model-driven
b. query-driven
In modeling online consumer behavior, the concept of "consumer skills" refers to the: a. communication skills of the consumer b. education level of the consumer c. product evaluation skills of the consumer d. knowledge consumers have about how to conduct online transactions
d. knowledge consumers have about how to conduct online transactions
Which of the following statements about native advertising is not true?
Native advertising is a new form of advertising found only online.
Consumers tend to look at native ads more frequently than display ads.
True
All of the following are online communications that are used to support the evalution of alternatives stage of the consumer decision process except: a. online catalogs b. social networks c. targeted banner ads d. search engines
c. targeted banner ads
Creating multiple variation of information goods and selling these to different market segments at different prices is called: a. dynamic bundling b. bundling c. versioning d. customization
c. versioning
All of the following are fixed price strategies except: a. bundling b. versioning c. yield management d. free pricing
c. yield managment
The most meaningful metric for video ads
completion rate
Around _______% of households in the US have broadband access to the internet: a. 55 b. 45 c. 85 d. 75
d. 75
Which of the following would you use a framework for working with your company's big data sets? a. SQL b. profiling c. data warehouse d. Hadoop
d. Hadoop
The Nike iD program is an example of which of the following marketing techniques? a. permission marketing b. transactive content c. price disrimination d. customer co-production
d. customer co-production
Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed? a. interactivity b. ubiquity c. personalization/customization d. information density
d. information density
All of the following are "traditional" online marketing tools except: a. affiliate marketing b. sponsorship marketing c. e-mail and permission marketing d. social marketing
d. social marketing
Which of the following online advertising formats involved the least amount of spending in 2016?
The highest amount of online advertising spending is for online video ads.
False
The majority of online shoppers find vendors by clicking on display ads.
False
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
Google introduced _____ to its search algorithm to weed out low-quality sites from search results.
Panda
Which of the following is not true about search engine advertising?
Search engine advertising is the fastest growing type of online advertising.
Research shows that the two most important factors shaping the decision to purchase online are utility and trust.
True
Transaction logs are built into web server software.
True
Amazon's Associates program is an example of which of the following: a. affiliate marketing b. local marketing c. lead generation marketing d. viral marketing
a. affiliate marketing
Hits are a measure of the: a. number of HTTP requests b. number of times an ad is clicked c. number of times an ad is served. d. number of pages viewed.
a. number of HTTP requests
Recency refers to the: a. percentage of customers who do not return during the next year after an initial purchase. b. time elapsed since the last visit made by a customer. c. percentage of customers who return to the site within a year to make additional purchases. d. percentage of existing customers who continue to buy on a regular basis.
b. time elapsed since the last visit made by a customer.
IN 2016, what was the approximate Internet penetration rate for individuals with less than a high-school education? a. 75% b. 33% c. 66% d. 25%
c. 66%
An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.
False
View-through rate measures the ________ response rate to an ad: a. 30-day b. 30-minute c. 24-hour d. 7-day
a. 30-day
__________ is an industry-standard database query and manipulation language: a. JSP b. PHP c. DBMS d. SQL
d. SQL
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? a. affiliate marketing b. native advertising c. lead generation marketing d. viral marketing
d. viral marketing
Consumers choose online channels (e.g. email) primarily due to social media influence.
False
The percentage of all e-mail that is spam averaged around ______ % in 2016
53
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.
True
Evidence suggests real-time customer chat increases the dollar value of transactions
True
In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the internet in terms of percentage of internet usage.
True
Lead generation marketing firms specialize in inbound marketing.
True
Online traffic is driven by offline brands and shopping.
True
Research has found that most ad impressions served across display advertising platforms are not viewable.
True
The marketing technique known as _____ involves merchants offering products or services for a very low price for a short period of time. a. flash marketing b. yield management c. bait-and-switch d. long tail marketing
a. flash marketing
Which of the following is not a primary source of ad fraud? a. native advertising that is displayed on a social media site b. browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange c. botnets hired by publishers to click on web pages to create phony traffic d. ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers
a. native advertising that is displayed on a social media site.
Which of the following is an automated, auction-based method for matching supply and demand for online display ads? a. programmatic advertising b. behavioral targeting c. keyword advertising d. retargeting
a. programmatic advertising
Which of the following industries accounts for the highest percentage of spending on online advertising? a. retail b. automotive c. entertainment d. financial services
a. retail
All of the following statements about cookies are true except: a. The data typically stored in cookies includes a unique ID and e-mail address. b. The more cookies are deleted, the less accurate a server metrics become. c. cookies can be used to create cross-site profiles of users. d. cookies make shopping arts possible by allowing a site to keep track of a user's actions.
a. the data typically stored in cookies includes a unique ID and e-mail address
Which of the following statements about Canada's anti-spam law is not true? a. The law has no impact on companies located within the United States b. The law applies to e-mail, texts, and social media messages c. Canada's law is based on an opt-in model. d. the first phase of the law went into effect in 2014
a. the law has no impact on companies located within the United States.
eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following? a. The total number of impressions in the thousands b. the total number of impressions c. the total number of impressions in hundreds d. the total number of impressions in millions
a. the total number of impressions in the thousands.
If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be: a. unique visitors b. reach c. page views d. hits
a. unique visitors
A _____ is a repository of customer information that records all of the contacts a customer has with a firm, and generates a customer profile that is available to appropriate individuals in the firm. a. data warehouse. b. CRM system c. transactive content system d. customer service chat system
b. CRM system
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.
b. The Internet has decreased the impact of brands
Which of the following forms of online advertising is expected to grow the fastest between 2016 and 2020? a. sponsorships b. rich media c. search engines d. paid search
b. rich media
Which of the following statements about CAN-SPAM is not true? a. CAN-SPAM prohibits the use of deceptive subject lines and false headers. b. Large spammers are among CAN-SPAM's biggest supporters. c. CAN-SPAM prohibits unsolicited e-mail (spam). d. CAN-SPAM went into effect in January 2004.
c. CAN-SPAM prohibits unsolicited e-mail (spam)
Which of the following searhc engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word? a. Panda b. Penguin c. Hummingbird d. Graph Search
c. Hummingbird
Which of the following measures the percentage of customers who purchase once, but never return within a year? a. conversion rate b. retention rate c. attrition rate d. loyalty rate
c. attrition rate
Which of the following measures the percentage of e-mails that could not be delivered? a. unsubscribe rate b. abandonment rate c. bounce-back rate d. attrition rate
c. bounce-back rate
All of the following are among those most frequently affected by ad-blocking except: a. social network sites b. newsgroup/forums c. online retailers d. gaming sites
c. online retailers
Conversion rate is a measure of the:
percentage of visitors who became customers.
Acquisition rate is a measure of the:
percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
Uber has been criticized for using which of the following?
surge pricing
