E-commerce Midterm
True
1) A value proposition defines how a company's product or service fulfills the needs of a customer.
False
1) By 2014, spending on social marketing will be more than double the amount spent on mobile marketing.
False
1) In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.
True
1) Retail e-commerce in the United States is expected to continue growing at double-digit growth rates in 2014-2015.
True
10) Cookies, when combined with Web beacons, can be used to create cross-site profiles.
True
10) It is expected that by 2018, mobile commerce will account for almost 30% of all B2C e-commerce.
False
10) Social e-commerce is the largest type of e-commerce.
False
11) A company's strong linkages with its customers decrease switching costs.
True
11) Over 60% of Facebook's ad revenue is generated by its mobile audience.
True
11) The Internet has shown extraordinary growth patterns compared to other electronic technologies of the past.
True
12) Tablets are the fastest growing and largest source of mobile commerce revenues.
True
12) The Internet's universal standards can change industry structure by lowering barriers to entry and intensifying competition within an industry.
False
12) The emergence of mobile, social, and local e-commerce occurred during the Consolidation period of e-commerce.
True
13) Google provides the leading location-based marketing platform.
True
13) Interactivity that enables product customization alters industry structure by reducing the threat of substitutes.
True
13) The Reinvention period of e-commerce is as much a sociological phenomenon as it is a technological or business phenomenon.
False
14) A cell phone's GPS is accurate to within 5 feet of the actual location of the phone.
True
14) E-commerce has increased price competition in nearly all markets.
True
14) The online marketplace is characterized by persistent price dispersion.
False
15) SMS text messaging generates the majority of mobile marketing spending.
True
15) Social technologies change industry structure by shifting programming and editorial decisions to consumers and creating substitute entertainment products.
False
15) The future of e-commerce is likely to include a decrease in government regulation both in the United States and worldwide.
C
16) All of the following were popular types of online marketing before 2007 except: A) e-mail. B) corporate Web sites. C) mobile marketing. D) display ads.
C
16) Around ________ % of households in the United States have broadband access to the Internet. A) 45 B) 55 C) 75 D) 85
D
16) Which of the following statements about e-commerce in the United States in 2014 is not true? A) Mobile e-commerce generates more revenue than social e-commerce. B) Over 160 million Americans are expected to make at least one purchase online. C) B2B e-commerce is about 10 times the size of B2C e-commerce. D) Growth rates for retail e-commerce are higher in the United States than in China.
B
16) ________ and ________ are typically the most easily identifiable aspects of a company's business model. A) Market strategy; market opportunity B) Value proposition; revenue model C) Value proposition; competitive environment D) Revenue model; market strategy
C
17) In 2014, roughly ________ million people in the United States accessed the Internet via tablets. A) 47 B) 67 C) 147 D) 167
A
17) Which of the following is not true about social marketing? A) More than 50% of Twitter's ad revenues are generated by desktop users. B) Social marketing is growing at around 30% a year. C) Social marketing differs markedly from traditional online marketing. D) In social marketing, business cannot tightly control their brand messaging.
True
18) Promoted Tweets are Twitter's version of Google's Ad Words.
D
18) Which element of the business model addresses the question of why a customer should buy from the firm? A) revenue model B) competitive advantage C) market strategy D) value proposition
B
18) Which of the following is not a major business trend in e-commerce in 2014-2015? A) Social e-commerce continues to grow. B) Small businesses and entrepreneurs are hampered by the rising cost of market entry caused by increased presence of industry giants. C) Sharing economy companies garner multi-billion dollar valuations. D) Mobile and social advertising platforms begin to challenge search engine marketing.
D
18) Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 60% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go.
B
18) Which of the following online advertising formats attracted the least amount of spending in 2014? A) search B) classifieds C) rich media D) e-mail
D
18) Which of the following online advertising formats attracted the least amount of spending in 2014? A) search B) classifieds C) rich media D) e-mail
A
19) All of the following are major technology trends in e-commerce in 2014-2015 except: A) cloud computing enables the creation of Big Data. B) firms are turning to Web analytics to make sense out of Big Data. C) the mobile computing and communications platform creates a new platform for online transactions, marketing, advertising, and media viewing. D) computing and networking component prices continue to fall dramatically.
D
19) The second most popular social network in terms of average minutes per visitor is: A) Google+. B) Pinterest. C) LinkedIn. D) Tumblr.
False
2) DNS is the protocol that provides the Internet addressing scheme.
True
2) In 2013, local online marketing was almost three times the amount of mobile marketing.
False
2) The Web is a worldwide network of computer networks.
False
2) When developing an e-commerce presence, it is important to understand that the technology must drive business decisions, not the reverse.
A
20) E-commerce can be defined as: A) the use of the Internet, the Web, and mobile apps to transact business. B) the use of any Internet technologies in a firm's daily activities. C) the digital enablement of transactions and processes within an organization. D) any digitally enabled transactions among individuals and organizations.
C
20) The process of slicing digital messages into parcels, sending them along different communication paths as they become available, and reassembling them at the destination point is called: A) routing. B) the Transmission Control Protocol. C) packet switching. D) the File Transfer Protocol.
B
20) Which of the following purchased Tumblr in May 2013? A) Facebook B) Yahoo C) Google D) Twitter
D
20) Which system functionality must your Web site have in order to be able to personalize or customize a product for a client? A) an ad server B) a site tracking and reporting system C) an inventory management system D) customer on-site tracking
C
21) Which of the following is not a unique feature of e-commerce technology? A) interactivity B) social technology C) information asymmetry D) richness
C
21) Which of the following is the core communications protocol for the Internet? A) Telnet B) FTP C) TCP/IP D) TLS
C
21) Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
B
22) A firm's ________ describes how a firm will produce a superior return on invested capital. A) value proposition B) revenue model C) market strategy D) competitive advantage
D
22) Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
A
22) Which of the following features of e-commerce technology enables merchants to market and sell "complex" goods and services to consumers via marketing messages that can integrate video, audio, and text? A) richness B) ubiquity C) information density D) personalization
C
22) Which of the following helps you understand the marketing effectiveness of your e-commerce site? A) shopping cart B) product database C) site tracking and reporting system D) inventory management system
D
23) Which of the following features of e-commerce technology allows users to participate in the creation of online content? A) ubiquity B) global reach C) information density D) social technology
A
23) Which of the following is an example of the subscription revenue model? A) eHarmony B) eBay C) E*Trade D) Twitter
A
24) The ability to retain user attention and engagement is an important attribute for which revenue model? A) advertising revenue model B) subscription revenue model C) transaction fee revenue model D) sales revenue model
A
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
B
24) Which of the following is the best definition of transaction cost? A) the expense of changing national or regional prices B) the cost of participating in a market C) the cost of finding suitable products in the market D) the cost merchants pay to bring their goods to market
A
24) Which of the following statements about Graph Search is not true? A) It relies on Google to supplement its search results. B) It is a semantic search engine. C) It is a social search engine. D) It includes photos.
C
25) Ads that appear in a Facebook user's News Feed are called: A) Marketplace Ads. B) Promoted Ads. C) Page Post Ads. D) Brand Ads.
B
25) In 2014, the world's online population was estimated to be around: A) 280 million. B) 2.8 billion. C) 28 billion. D) 280 billion.
B
25) Which of the following companies utilizes a transaction fee revenue model? A) Yahoo B) E*Trade C) Twitter D) Sears
C
26) All of the following are major social trends in e-commerce in 2014-2015 except for: A) the impact of social networks on privacy. B) the continuing conflict over copyright management and control. C) the refusal of online retailers to accept taxation of Internet sales. D) the growth of government surveillance of Internet communications.
A
26) Which of the following do Facebook users spend the most time on? A) News Feed B) Photos C) Profiles D) Graph Search
C
27) Which of the following features of e-commerce technology is related to the concept of network externalities? A) richness B) interactivity C) universal standards D) information density
C
27) Which of the following involves a company giving away a certain level of product or services without charge, but then charging a fee for premium levels of the product or service? A) advertising revenue model B) subscription revenue model C) freemium strategy D) transaction fee revenue model
B
27) Which of the following is a history of your actions on Facebook? A) News Feed B) Timeline C) Ticker D) Social Graph
B
27) ________ verifies that the business objectives of the system as originally conceived are in fact working. A) System testing B) Acceptance testing C) Unit testing D) Implementation testing
B
28) Which of the following statements is not true? A) About 50% of Facebook's ad revenue in 2014 is expected to come from its mobile ad platform. B) The only way to access Facebook from a mobile device is to use a mobile app. C) Mobile ads are displayed in users' News Feeds. D) Facebook's mobile ad revenues are its fastest growing revenue stream.
C
28) Which of the following statements is true about the traditional tradeoff between the richness and reach of a marketing message prior to the development of the Web? A) Marketing messages had little richness. B) The smaller the audience reached, the less rich the message. C) The larger the audience reached, the less rich the message. D) Richness was unrelated to reach.
A
29) All of the following marketing tools on Facebook require payment except: A) Brand Pages. B) Right-Hand Sidebar Ads. C) News Feed Page Post Ads. D) Mobile Ads.
A
29) Which of the following is not an example of a social network? A) Uber B) Twitter C) Pinterest D) Tumblr
True
3) Firms that fail to produce returns greater than alternative investments typically go out of business.
False
3) The term e-business refers to the digital enabling of transactions and processes involving an exchange of value across organizational boundaries.
True
3) Traditional desktop marketing remains the largest part of all online marketing.
D
30) The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.
B
30) Which of the following is not a major business trend in e-commerce in 2014-2015? A) the growth of a mobile app-based online economy. B) the weakening revenues of B2B e-commerce. C) the emergence of social e-commerce. D) the growth of the mobile advertising platform.
B
31) Which of the following 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 B) Amplify C) Lead Generation Cards D) Promoted Accounts
C
31) Which type of e-commerce is distinguished by the type of technology used in the transaction rather than by the nature of the market relationship? A) consumer-to-consumer (C2C) B) social e-commerce C) mobile e-commerce D) business-to-business (B2B)
A
32) A perfect market is one in which: A) there are no competitive advantages or asymmetries because all firms have equal access to all the factors to production. B) one firm develops an advantage based on a factor of production that other firms cannot purchase. C) one participant in the market has more resources than the others. D) competition is at a minimum, as each niche market within an industry is served by the company with the greatest competitive advantage.
D
32) Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Lead Generation Card
D
32) Which of the following is a mobile photo-sharing application? A) YouTube B) Tumblr C) Wikipedia D) Instagram
D
33) Which of the following describes the basic Web policy of large firms during the Invention period? A) Integrate social networks and the mobile platform with Web site marketing. B) Emphasize the necessity for the Web to generate profits. C) Use the Web to sell complex goods and services online. D) Maintain a basic, static Web site depicting the firm's brand.
D
33) Which of the following statements about Pinterest is not true? A) Pinned photos and photo boards are available to all Pinterest users. B) Pinterest users are overwhelmingly female. C) Pinterest enables 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
34) The size of the B2B market in 2014 was estimated to be around: A) $570 million. B) $5.7 billion. C) $570 billion. D) $5.7 trillion.
B
34) Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) Image Hover widget
D
35) All of the following are Pinterest marketing tools except: A) Brand pages. B) Product Pins. C) Promoted Pins. D) Promoted Accounts.
D
35) Interactivity in the context of e-commerce provides which of the following functionalities? A) the ability to physically touch and manipulate a product B) complexity and content of a message C) the ability of consumers to create and distribute content D) the enabling of two-way communication between consumer and merchant
C
35) Organizations that typically provide an array of services to start-up companies along with a small amount of funding are referred to as: A) angel investors. B) crowdfunders. C) incubators. D) venture capital investors.
D
36) The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition
A
36) Which of the following statements about the Web is not true? A) The Web is the technology upon which the Internet is based. B) The Web was the original "killer app." C) The Web provides access to pages written in HyperText Markup Language. D) The Web is both a communications infrastructure and an information storage system.
D
37) In 2014, there were an estimated ________ Internet hosts. A) 1 million B) 10 million C) 100 million D) 1 billion
B
37) 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) Amplify D) Webtrends
A
37) Which of the following is the most important tool in establishing a relationship with the customer? A) company Web site B) company CRM system C) Facebook D) search engine display ads
D
38) A ________ specifically details how you plan to find customers and to sell your product. A) sales analysis B) business plan C) competitive strategy D) market strategy
A
38) All of the following can be considered a precursor to e-commerce except: A) the development of the smartphone. B) Baxter Healthcare's PC-based remote order entry system. C) the French Minitel. D) the development of Electronic Data Interchange standards.
B
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.
D
38) Which of the following is the top app in terms of both audience size and share of time spent? A) YouTube B) iTunes C) Twitter D) Facebook
C
39) How many retail-oriented apps are there in the top 25 apps? A) 0 B) 1 C) 2 D) 5
C
39) Which of the following was the first truly large-scale digitally enabled transaction system in the B2C arena? A) Telex B) the Baxter Healthcare system C) the French Minitel D) EDI
False
4) An asymmetry exists whenever all participants in a market have equivalent resources.
True
4) Online traffic is driven by offline brands and shopping.
True
4) The annual maintenance cost for a Web site is likely to be as high as its development cost.
True
4) Ubiquity enhances customer convenience.
True
4) Visitors spend significantly more time on Facebook than any other social network site.
D
40) Advantages of dynamic page generation include all of the following except: A) lowered menu costs. B) market segmentation. C) nearly cost-free price discrimination. D) client-side execution of programming.
C
40) In which year can e-commerce be said to have begun? A) 1983 B) 1985 C) 1995 D) 2001
A
40) Which of the following statements is not true? A) Google is the leading display ad site on mobile devices. B) Google is the largest distributor of video ads on the mobile platform. C) Mobile advertising is dominated by Google. D) Google charges more for desktop ads than it charges for mobile ads.
A
41) Business-to-consumer (B2C) e-commerce in the United States: A) has grown at double-digit rates between 2010 and 2014. B) has less revenue than C2C e-commerce. C) now constitutes over 40% of the overall U.S. retail market. D) is growing more slowly as it confronts its own fundamental limitations.
C
41) Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances
D
42) Physical retail goods accounted for around what percentage of m-commerce sales in 2014? A) 55% B) 65% C) 75% D) 85%
B
42) Which of the following is not true about the use of apps? A) The average U.S. consumer spends over 2 hours and 45 minutes a day using apps. B) Users still spend less time using apps than they do using desktops or mobile Web sites. C) Apps are easier to control and monetize than Web sites. D) Over 175 million people in the United States launch a smartphone app more than 60 times a day.
B
43) All of the following are issues facing Pinterest except: A) copyright infringement. B) inability to retain users. C) spam. D) scams.
A
43) Which of the following categories do people most use their mobile devices for? A) entertainment B) socializing C) shopping D) reading news and magazines
B
44) How many apps do users regularly use a month? A) 10 B) 25 C) 30 D) 50
C
44) Which of the following is a characteristic of e-commerce during the Invention period? A) mobile technology B) earnings and profit emphasis C) disintermediation D) extensive government surveillance
B
45) All of the following are characteristics of Web 2.0 sites and applications except: A) they support interactions among users. B) they rely solely on mobile access to the Web. C) they tend to rely on user-generated content. D) they tend to attract large audiences that provide marketers with extraordinary opportunities for targeted marketing and advertising.
C
45) In 2014, mobile marketing was about ________% of all online marketing. A) 15% B) 25% C) 35% D) 50%
B
46) Which of the following accounts for the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages
D
46) Which of the following is not a characteristic of a perfect competitive market? A) Price, cost, and quality information are equally distributed. B) A nearly infinite set of suppliers compete against one another. C) Customers have access to all relevant information worldwide. D) It is highly regulated.
D
47) All of the following were visions of e-commerce expressed during the early years of e-commerce except: A) a nearly perfect information marketspace. B) friction-free commerce. C) disintermediation. D) fast follower advantage.
D
47) Which of the following is not a major provider of mobile display advertising? A) MoPub B) iAd C) AdMob D) Webtrends
A
48) Unfair competitive advantages occur when: A) one competitor has an advantage others cannot purchase. B) market middlemen are displaced. C) information is equally distributed and transaction costs are low. D) firms are able to gather monopoly profits.
B
48) Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
A
49) The early years of e-commerce were driven by all of the following factors except: A) an emphasis on exploiting traditional distribution channels. B) a huge infusion of venture capital funds. C) an emphasis on quickly achieving very high market visibility. D) visions of profiting from new technology.
A
49) What is the primary revenue model for an e-distributor? A) sales B) transaction fee C) advertising D) subscription
B
49) Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next 5 years? A) local marketing B) location-based mobile marketing C) mobile marketing D) social marketing on Facebook
True
5) Amazon Web Services is an example of cloud computing.
False
5) First movers are always more successful than follower firms.
False
5) It is possible to opt-out of Facebook's Graph Search.
True
5) The fact that e-commerce is conducted on the basis of universal standards reduces search costs for consumers.
B
50) Macy's deployed which of the following technologies in all its retail stores in 2014? A) QR codes B) iBeacon C) E9-1-1 D) Geo-search
C
50) The early years of e-commerce are considered: A) the most promising time in history for the successful implementation of first mover advantages. B) an economist's dream come true, where for a brief time consumers had access to all relevant market information and transaction costs plummeted. C) a stunning technological success as the Internet and the Web increased from a few thousand to billions of e-commerce transactions per year. D) a dramatic business success as 85% of dot-coms formed since 1995 became flourishing businesses.
A
51) Which of the following best describes the early years of e-commerce? A) They were a technological success but a mixed business success. B) They were a technological success but a business failure. C) They were a technological failure but a business success. D) They were a mixed technological and business success.
D
51) Which of the following earns the most location-based marketing revenue? A) Twitter B) Apple C) Facebook D) Google
A
52) Apple's iBeacon uses which of the following technologies? A) BLE B) NFC C) E9-1-1 D) QR codes
B
52) Which of the following is an example of a sharing economy company? A) YouTube B) Airbnb C) Tumblr D) Facebook
B
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
C
53) A recent Google survey found that ________ % of smartphone users visit a store within a day of conducting a local search. A) 15 B) 25 C) 50 D) 75
D
53) Which of the following is a characteristic of the Reinvention phase of e-commerce? A) massive proliferation of dot-com start-ups B) widespread adoption of broadband networks C) rapid growth of search engine advertising D) expansion of e-commerce to include services as well as goods
B
54) All of the following are examples of dark social except: A) e-mail B) tweets C) SMS texts D) Snapchat
C
54) Which of the following is a characteristic of the Consolidation phase of e-commerce? A) predominance of pure online strategies B) emphasis on revenue growth versus profits C) brand extension and strengthening becomes more important that creating new brands D) shift to a technology-driven approach
B
54) Which of the following measures the average length of stay at a Web site? A) loyalty B) stickiness C) recency D) retention rate
A
55) Acquisition rate is a measure of the: A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. B) percentage of visitors who become customers. 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.
B
55) Google uses which of the following to build a global database of wireless access points and their geographic locations? A) E9-1-1 B) Street View cars C) iBeacons D) BLE
D
55) Which of the following is not true regarding e-commerce today? A) Economists' visions of a friction-free market have not been realized. B) Consumers are less price-sensitive than expected. C) There remains considerable persistent price dispersion. D) The market middlemen disappeared.
D
56) Facebook's share price fell dramatically after its IPO because investors feared that: A) Facebook's new marketing solutions would be difficult to monetize. B) new social networks such as Instagram were cannibalizing Facebook's audience. C) privacy concerns were driving users away. D) Facebook would be unable to increase advertising revenues fast enough to justify its price.
C
56) Which of the following statements is not true? A) Information asymmetries are continually being introduced by merchants and marketers. B) Intermediaries have not disappeared. C) Overall transaction costs have dropped dramatically. D) Brands remain very important in e-commerce.
B
57) Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers? A) Open Graph B) Like button C) hashtags D) Whatsapp
A
57) Which of the following types of merchants has the highest share of retail online sales? A) virtual (Web only) B) catalog/call center C) retail chain D) consumer brand manufacturer
B
58) Retail chains account for around ________ % of online retail firm revenues. A) 15 B) 35 C) 75 D) 95
C
58) Which of the following is not true about Facebook News Feed Page Post Ads? A) They have a tiny tag indicating that they are sponsored. B) They can be liked, shared, and commented on, just like any News Feed post. C) They cannot contain links. D) They have social context
B
59) How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
A
59) One of the predictions for the future of e-commerce is that: A) overall revenues from e-commerce will grow at an annualized rate of about 13% a year through 2018. B) the first movers from the early years of e-commerce will retain or increase their market share as they continue to exploit economies of scale and switching costs. C) prices will lower enough to encourage more consumers to engage in online shopping. D) the number of online shoppers will continue to grow at double-digit rates.
False
6) Facebook does not sell display ads.
True
6) HTTP is the Internet protocol used to transfer Web pages.
False
6) Price discovery refers to the ability of merchants to segment the market into groups willing to pay different prices.
C
60) Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising? A) Webtrends B) IBM Digital Analytics C) Google Analytics D) A custom Hadoop solution
B
60) Which of the following is the top-selling online retail category? A) apparel/accessories B) computers/electronics C) mass merchant/department stores D) office supplies
C
60) Which of the following measures the ratio of items purchased to product views? A) conversion rate B) cart conversion rate C) browse-to-buy ratio D) view-to-cart ratio
C
61) Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 10 C) 13 D) 16
B
61) Which of the following is the top online retailer ranked by online sales? A) Apple B) Amazon C) Staples D) Walmart
A
62) Above all, e-commerce is a ________ phenomenon. A) technology-driven B) finance-driven C) sociological D) government-driven
B
62) Which of the following was the object of the FTC's first-ever COPPA enforcement action involving mobile apps? A) Disney's Playdom B) W3 Innovation C) Snapchat D) Yelp
C
63) How can a smartphone's gyroscope and accelerometer be used in product marketing? A) to speed up delivery of large multimedia files B) to locate the user's geographical position C) to enhance user interaction with mobile multimedia D) to provide accurate data on the user's destination and speed
D
63) Which business application is associated with the technological development of local area networks and client/server computing? A) transaction automation (e.g., payroll) B) desktop automation (e.g., word processing) C) industrial system automation (e.g., supply chain management) D) workgroup automation (e.g., document sharing)
D
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.
B
64) The primary way a Web site is able to personalize the content presented to a visitor is through the use of: A) privacy policies. B) cookies. C) accessibility rules. D) site management tools.
D
64) Which of the following is one of the three primary societal issues related to e-commerce? A) liability B) anonymity C) equity D) intellectual property
A
64) Which social marketing proved the most effective for ExchangeHunterJumper.com? A) Facebook B) YouTube C) Pinterest D) Instagram
D
65) Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses? A) integrating online and offline marketing techniques to establish a consistent brand B) adapting marketing techniques to keep up with new Internet technologies C) valuing quality over quantity at each stage in the Web site development process D) establishing customer needs and habits as the top priority in all marketing decisions
B
65) Which of the following statements is not true? A) No one academic perspective dominates research about e-commerce. B) Economists take a purely technical approach to e-commerce. C) There are two primary approaches to e-commerce: behavioral and technical. D) Management scientists are interested in e-commerce as an opportunity to study how business firms can exploit the Internet to achieve more efficient business operations.
menu
66) The costs incurred by merchants in having to change product prices (such as the costs of reentering prices into computer systems) are referred to as ________ costs.
social density
66) ________ refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users.
Information Asymmetry
67) ________ refers to any disparity in relevant market information among parties in a transaction.
dark social
67) ________ refers to those forms of social sharing that occur off the major social networks, through alternative communication tools.
marketspace
68) A(n) ________ removes a marketplace from a temporal and geographic location.
co-location
68) The practice of owning (or leasing) and managing your own Web servers but housing them in a vendor's physical facility is known as ________.
Facebook exchange, FBX
68) ________ is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook.
reach
69) The total number of users or customers an e-commerce business can obtain is a measure of its ________.
Location-based marketing
69) ________ targets marketing messages to users based on their location.
True
7) Brand pages on Facebook typically attract more visitors than a brand's Web site.
True
7) Cost transparency refers to the ability of consumers to discover the actual costs merchants pay for products.
True
7) The major hubs in the United States where the Internet backbone intersects with regional and local networks are now commonly referred to as Internet Exchange Points (IXPs).
richness
70) ________ refers to the complexity and content of a message.
Geo-aware
70) ________ techniques identify the location of a user's device and then target marketing to the device, recommending actions within the area.
webrooming
71) The term ________ refers to the practice of researching a product online before purchasing it at a physical store.
proximity marketing
71) ________ techniques identify a perimeter around a physical location and then target ads to users within that perimeter.
World Wide Web, Web
72) The ________ was the original "killer app" that made the Internet commercially interesting and extraordinarily popular.
fan acquisition
72) ________ involves using any of a variety of means to attract people to your Web site and other social marketing platforms, such as Facebook and Twitter.
ubiquity
73) E-commerce is available just about everywhere and anytime. This is known as ________.
dynamic page generation
73) With ________, the contents of a Web page are stored as objects in a database, rather than being hard-coded in HTML.
engagement
73) ________ involves using a variety of tools to encourage users to interact with content and brand.
mobile first design
74) Beginning the e-commerce development process with a mobile presence rather than a desktop Web site is referred to as ________.
Amplification
74) ________ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.
Disintermediation
74) ________ refers to the displacement of market middlemen and the creation of a new direct relationship between producers and consumers.
friction-free
75) In ________ commerce, information is equally distributed, transaction costs are low, prices can be dynamically adjusted to reflect actual demand, intermediaries decline, and unfair competitive advantages are eliminated.
Open graph
75) ________ is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app.
network effect
76) A(n) ________ occurs when everyone in a group receives value because all participants use the same tool or product.
graph search
76) Facebook's search engine, introduced in July 2013, is called ________.
first mover
77) A firm that is first to market in a particular area and that moves quickly to gather market share is referred to as a(n) ________.
77) ________ is a micro-blogging social network site that allows users to send and receive 140-character messages.
Hashtag, #
78) A(n) ________ organizes the conversations on Twitter around a specific topic, and enables users to search for tweets related to a particular topic.
innovation, invention
78) The first evolutionary phase of e-commerce, from 1995 to 2000, characterized as technology-driven and ungoverned, was a period of ________.
information systems
79) The ________ discipline spans both the technical and behavioral approach to studying e-commerce.
Bluetooth low energy, BLE
79) ________ uses less battery power than GPS and is more accurate than targeting through Wi-Fi triangulation.
True
8) Evidence suggests that real-time customer chat lowers shopping cart abandonment rates.
True
8) Personalization involves targeting marketing messages to specific individuals by adjusting the message based upon a consumer's preferences or past purchasing behavior.
True
8) Prior to the development of e-commerce, Web sites primarily delivered static HTML pages.
privacy policy
80) A(n) ________ is a set of public statements to customers declaring how you will treat any personal information that you gather from them on your Web site.
Amazon
80) ________ is the leading mobile retailer.
Wikipedia
80) ________ is the most successful online encyclopedia.
True
9) Dynamic page generation enables the use of a content management system.
False
9) Pinterest's visitors are predominantly men.
True
9) The Internet provides a unique many-to-many model of mass communication.
