E-Commerce Chapter 6

In 2022, an estimated ________ is expected to be spent on online advertising. $345 billion $250 billion $25 billion $34.5 billion

$250 billion

Approximately ________ of U.S. Internet users research products online but purchase them offline. 9% 25% 7% 50%

9%

All of the following statements about cookies are true except: the data typically stored in cookies includes a unique ID and e-mail address. a first-party cookie makes shopping carts possible by allowing a site to keep track of a user's actions. third-party cookies enable advertising platforms to track user behavior across websites and devices. As of 2022, the Safari, Firefox, and Chrome web browsers all block third-party cookies by default.

As of 2022, the Safari, Firefox, and Chrome web browsers all block third-party cookies by default.

Which of the following statements about CAN-SPAM is not true? CAN-SPAM prohibits the use of deceptive subject lines and false headers. CAN-SPAM authorizes state attorneys general to bring lawsuits against spammers. CAN-SPAM prohibits unsolicited e-mail (spam). Large spammers are among CAN-SPAM's biggest supporters.

CAN-SPAM prohibits unsolicited e-mail (spam).

Which of the following measures the percentage of times an ad is clicked? conversion rate retention rate CTR loyalty rate

CTR

Define and describe the functionality of customer relationship management (CRM) systems.

Customer Relationship Management Systems help extend the relationship with customers after a purchase is made. This is largely done through customer profiles, accounts, and loyalty programs that allow the company to continue to send promotions and news about their products directly to their inbox to entice them to continue purchasing. It also allows these companies to utilize their customer data to better cater their goods/services to what customers want and optimize the shopping experience.

The concept of "customer satisfaction" is broader than the concept of "customer experience." True False

False

Which of the following is the top digital advertising platform in terms of U.S. estimated ad revenues in 2022? Meta Amazon TikTok Google/YouTube

Google/YouTube

Lead generation marketing firms specialize in inbound marketing. True False

True

Research has found that a significant percentage of the ad impressions served across display advertising platforms are not actually viewed or even viewable. True False

True

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? data warehouses transaction logs cookies registration forms

cookies

What kinds of ads have the highest CTR? banner display ads e-mails to an in-house list social network display ads video ads

e-mails to an in-house list

Ad blockers operate in a manner similar to which of the following? firewalls Flash cookies anonymous browsing anti-virus software

firewalls

The incremental cost of building the next unit of a good is called the: marginal cost. variable cost. fixed cost. Law of One Price.

marginal cost

All of the following are fixed price strategies except: versioning. free pricing. yield management. bundling.

yield management.