CSIS 1010- Chapter 6 Quiz

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site? A. Cookies B. Data warehouses C. Transaction logs D. Registration forms

A. Cookies

The Nike iD program is an example of which of the following marketing techniques? A. Customer co-production B. Transactive content C. Permission marketing D. Price discrimination

A. Customer co-production

What kinds of ads have the lowest CTR? A. Social network display ads B. Banner display ads C. Video ads D. E-mails to an in-house list

B. Banner display ads

View-to-cart ratio is a measure of the: A. Percentage of views that lead to an add-to-cart action. B. Percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. C. Percentage of existing customers who continue to buy on a regular basis. D. Percentage of shoppers who do not return within a year after their initial purchase.

A. Percentage of views that lead to an add-to-cart action

Which of the following measures the average length of stay at a website? A. Stickiness B. Retention rate C. Loyalty D. Page views

A. Stickiness

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. Cookies can be used to create cross-site profiles of users. C. The more cookies are deleted, the less accurate ad server metrics become. D. Cookies make shopping carts 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

Creating multiple variations of information goods and selling these to different market segments at different prices is called: A. Versioning. B. Dynamic pricing. C. Bundling. D. Customization.

A. Versioning

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education? A. 88% B. 68% C. 58% D. 78%

B. 68%

Amazon's Associates program is an example of which of the following? A. Local marketing B. Affiliate marketing C. Viral marketing D. Lead generation marketing

B. Affiliate marketing

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

B. Hadoop

Cross-platform attribution refers to: A. Understanding why people click on ads. B. How to assign credit to different marketing initiatives. C. Understanding why visitors to a website purchase a product. D. Understanding how impressions lead to visits.

B. How to assign credit to different marketing initiatives

The incremental cost of building the next unit of a good is called the: A. Fixed cost. B. Marginal cost. C. Law of One Price. D. Variable cost.

B. Marginal cost

TRUE OF FALSE Consumers choose the online channel primarily due to social media influence.

False

Which of the following is a Google algorithm update related to local search? A. Penguin B. Hummingbird C. Possum D. Panda

C. Possum

All of the following are among those most frequently affected by ad-blocking except: A. Online retailers. B. Newsgroup/forums. C. Social network sites. D. Gaming sites.

A Online retailers

Which of the following measures the percentage of e-mails that could not be delivered? A. Bounce-back rate B. Attrition rate C. Unsubscribe rate D. Abandonment rate

A. Bounce-back rate

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

C. 30-day

A ________ is a repository of customer information that records all 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. CRM system B. Data warehouse C. Customer service chat system D. Transactive content system

A. CRM system

Which of the following statements about native advertising is not true? A. Consumers look at native ads much more frequently than display ads. B. Native advertising is controversial. C. Native advertising is a new form of advertising found only online. D. Native advertising is growing rapidly, especially on social networks.

C. Native advertising is a new form of advertising found only online.

Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results? A. Penguin B. Hummingbird C. Panda D. Knowledge Graph

C. Panda

TRUE OR FALSE The highest amount of online advertising spending is for online video ads.

False

Which of the following measures the ratio of items purchased to product views? A. Cart conversion rate B. View-to-cart ratio C. Browse-to-buy ratio D. Conversion rate

C. Browse-to-buy ratio

Which of the following is the most meaningful metric for video ads? A. View time B. Skip rate C. Completion rate D. CTR

C. Completion rate

________ is an open source database that can store and analyze both structured and unstructured data. A. PHP B. ASP C. Hadoop D. JSP

C. Hadoop

The marketing technique known as ________ involves merchants offering many products for which there is little demand. A. Flash marketing B. Bait-and-switch C. Long tail marketing D. Yield management

C. Long tail marketing

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? A. Richness B. Information density C. Universal standards D. Ubiquity

C. Universal standards

Acquisition rate is a measure of the: A. Percentage of existing customers who continue to buy on a regular basis. B. Percentage of visitors who become customers. C. Percentage of shoppers who do not return within a year after their initial purchase. D. Percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

D. Percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

TRUE OR FALSE Consumers tend to look at native ads more frequently than they look at display ads.

True

TRUE OR FALSE 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

TRUE OR FALSE Lead generation marketing firms specialize in inbound marketing.

True

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. Hits. B. Reach. C. Page views. D. Unique visitors.

D. Unique visitors

Which of the following is not one of the four main methods advertisers use to behaviorally target ads? A. Nielsen ratings B. Clickstream data C. Data collected from social networks D. Integration of online data with offline data

A. Nielsen ratings

Which of the following is an automated, auction-based method for matching demand and supply for online display ads? A. Programmatic advertising B. Keyword advertising C. Behavioral targeting D. Retargeting

A. Programmatic advertising

Which of the following is not a practice that degrades the results and usefulness of search engines? A. Social search B. Click fraud C. Link farms D. Content farms

A. Social search

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

A. The Internet has decreased the impact of brands.

Which of the following is based on the idea of complete price transparency in a perfect information marketplace? A. The Law of One Price B. Versioning C. Dynamic pricing D. Price discrimination

A. The Law of One Price

All of the following are fixed price strategies except: A. Yield management. B. Free pricing. C. Versioning. D. Bundling.

A. Yield management

Which of the following is not one of the main stages of the online purchasing process? A Awareness B. Conversation C. Post-purchase service and loyalty D. Engagement

B. Conversation

Which of the following online advertising formats attracted the least amount of spending in 2017? A. Rich media B. E-mail C. Search D. Classifieds

B. E-mail

Ad blockers operate in a manner similar to which of the following? A. Anti-virus software B. Firewalls C Anonymous browsing D. Flash cookies

B. Firewalls

Which of the following is not a primary source of ad fraud? A. Browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange B. Native advertising that is displayed on a social media site 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

B. Native advertising that is displayed on a social media site

Purchasing an online ad on a CPA basis means that the advertiser: A. Exchanges something of equal value for the ad space. B. Pays only for those users who perform a specific action, such as registering, purchasing, etc. C. Pays a pre-negotiated fee for each click an ad receives. D. Pays for impressions in 1,000 unit lots.

B. Pays only for those users who perform a specific action, such as registering, purchasing, etc.

Which of the following industries accounts for the highest percentage of spending on online advertising? A. Financial services B. Retail C. Entertainment D. Automotive

B. Retail

Which of the following is not true about search engine advertising? A. The click-through rate for search engine marketing has been fairly steady over the years. B. Search engine advertising is the fastest growing type of online advertising. C. Spending on search engine advertising constitutes over 45% of all online advertising spending. D. The top three search engine providers supply over 95% of all online searches.

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

Which of the following statements about Canada's anti-spam law is not true? A. The first phase of the law went into effect in 2014. B. The law has no impact on companies located within the United States. C. The law applies to e-mail, texts, and social media messaging. D. Canada's law is based on an opt-in model.

B. The law has no impact on companies located within the United States.

Approximately ________ of U.S. Internet users do not shop or buy online. A. 11% B. 8% C. 7% D. 9%

B.. 8%

Uber has been criticized for using which of the following? A. Flash marketing B. Bundling C. Surge pricing D. Freemium

C. Surge pricing

TRUE OR FALSE An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

False

TRUE OR FALSE Regular in-app cookies can be shared between apps.

False

TRUE OR FALSE The concept of "customer satisfaction" is broader than the concept of "customer experience."

False

TRUE OR FALSE The majority of online shoppers find vendors by clicking on display ads.

False

TRUE OR FALSE 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

TRUE OR FALSE Evidence suggests that real-time customer chat increases the dollar value of transactions.

True

TRUE OR FALSE Online traffic is driven by offline brands and shopping.

True