MIS 272 Exam 2

An ________ is typically owned by several members of the supply chain and serves businesses that primarily buy direct goods on a contract purchasing basis.

industry consortium

Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Webtrends D) Amplify

B) Curalate

Recency refers to the:

average number of days elapsed between customer visits

An ________ primarily serves businesses that buy indirect goods on a spot purchasing basis.

e- distributor

An ________ primarily serves businesses that primarily buy indirect goods on a contract purchasing basis.

e-procurement Net marketplace

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

B) targeted banner ads

Which of the following primarily serve horizontal markets? A) e- distributors and exchanges B) exchanges and industry consortia C) e- distributors and e-procurement Net marketplaces D) e- procurement Net marketplaces and industry consortia

C) e- distributors and e-procurement Net marketplaces

A Web beacon is:

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

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

amplification

All of the following are potential benefits of B2B e-commerce except: A) increased product cycle time B) increased visibility and real-time information sharing among all participants in the supply- chain network C) increased opportunities to collaborate with suppliers and distributors D) increased production flexibility

A) increased product cycle time

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 Web site 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 breaks a big data problem down into subproblems by distributing the data across thousands of inexpensive computer processing nodes for recombination into smaller, easier to analyze, data sets. A) profiling B) Hadoop C) data warehouse D) SQL

B) Hadoop

Google uses which of the following to build a global database of wireless access points and their geographic locations? A) BLE B) Street View Cars C) E9-1-1 D) iBeacons

B) Street View Cars

Which of the following is not one of the four main methods online advertisers use to behaviorally target ads? A) data collected from social networks B) amplification C) clickstream data D) search engine queries

B) amplification

All of the following marketing tools on Facebook require payment except: A) News Feed Page Post Ads B) Right-Hand Sidebar Ads C) Brand Pages D) Mobile Ads

C) Brand Pages

Which of the following is a method of inventory cost management that seeks to eliminate excess inventory? A) lean production B) supply chain simplification C) JIT production D) sustainable production

C) JIT production

Which of the following is not a practice that degrades the results and usefulness of search engines? A) click fraud B) link farms C) social search D) content farms

C) social search

All of the following are examples of dark social except: A) Snapchat B) e-mail C) tweets D) SMS texts

C) tweets

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

Which of the following Twitter products provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? A) Enhanced Profile Pages B0 Promoted Accounts C) Lead generation cards D) Amplify

D) Amplify

Which of the following statements about Pinterest is not true? A) pinterest users are overwhelmingly female B) pinned photos and photo boards are available to all Pinterest users C) pinterest anables users to integrate their pins into their Facebook News Feeds and Twitter streams D) Pinterest is the only one of the major social networks that does not accept paid advertising

D) Pinterest is the only one of the major social networks that does not accept paid advertising

The liquidity of a market is measured by all of the following except: A) number of buyers and sellers in market B) size of transactions C) volume of transactions D) price transparency

D) price transparency

The social marketing process has five steps. Which of the following is not one of them? A) Community B) Fan Acquisition C) Amplification D) Engagement E) Social Density

E) Social Density

An ________ primarily serves businesses that primarily buy direct goods as needed with an eye on obtaining the lowest price possible.

Exchange

Ads that appear in a Facebook user's News Feed are called:

Page Post Ads

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

knowledge consumers have about how to conduct online transactions

Private industrial networks are direct descendants of:

legacy EDI networks

All of the following are potential benefits of B2B e-commerce except: A) lower transaction costs B) lower search costs C) lower price transparency D) lower administrative costs

lower price transparency

How can a smartphone's gyroscope and accelerometer be used in product marketing?

potential customers can tilt and turn their smartphones to see 360 degree views of products

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

versioning