Is Chapter 6 Test bank
33) A typical response rate for an e-mail campaign would be ________ %. A) 2 B) 5 C) 25 D) 50
B) 5
23) In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education? A) 45% B) 60% C) 75% D) 90%
B) 60%
19) Which of the following would you implement to collect and analyze your company's big data? A) data warehouse B) Hadoop C) SQL D) profiling
B) Hadoop
36) Approximately ________ of annual offline retail sales is influenced by online browsing. A) one-quarter B) one-third C) one-half D) three-quarters
B) One-third
42) 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.
The internet has decreased the impact of brands
57) 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 action taken by a customer. C) percentage of existing customers who continue to buy on a regular basis. D) percentage of customers who return to the site within a year to make additional purchases.
B) time elapsed since the last action taken by a customer.
25) Search engine advertising and marketing expenditures in 2013 were approximately: A) $19 million. B) $195 million. C) $1.95 billion. D) $19.5 billion.
D) $19.5 billion
39) View-through rate measures the ________ response rate to an ad. A) 30-minute B) 24-hour C) 7-day D) 30-day
D) 30- day
56) The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time. A) search engine marketing B) flash marketing C) yield management D) bait-and-switch
flash marketing
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.
percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
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.
versioning.
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
CRM system
16) On a typical day, approximately ________ % of adult users in the United States logs on to the Internet. A) 50 B) 60 C) 70 D) 80
D) 80
29) "Shoppers" constitute approximately ________ % of the online Internet audience. A) 60 B) 70 C) 80 D) 90
D) 90
20) Which of the following is not one of the main stages of the online purchasing process? A) post-purchase service and loyalty B) awareness C) interaction D) browsing
D) Browsing
31) Which of the following is the top concern of Internet users about purchasing online? A) inability to see and touch before buying B) difficulty of returning products C) shipping costs D) lack of trust in the purchase process
D) Lack of trust in the purchase process
46) For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month. A) 50 B) 500,000 C) 5 million D) 50 million
50 million
49) A Web beacon is: A) a cookie that carries a virus. B) an executable cookie. C) an automated applet for performing Web searches. D) a tiny graphics file embedded in an e-mail or Web page.
A tiny graphics file embedded in an e-mail or Web page
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
A) Nielsen Ratings
27) Which of the following is not a practice that degrades the results and usefulness of search engines? A) social search B) link farms C) content farms D) click fraud
A) Social Search
30) A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising? A) sponsorship B) banner swapping C) affiliate relationship D) public relations
A) Sponsorship
58) Which of the following is not a feature that is driving the growth of social marketing and advertising? A) social sign-on B) network notification C) collaborative shopping D) affiliate programs
Affiliate programs
35) Which of the following statements about CAN-SPAM is not true? A) CAN-SPAM went into effect in January 2004. B) CAN-SPAM prohibits unsolicited e-mail (spam). C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. D) Large spammers are among CAN-SPAM's biggest supporters.
B) CAN-SPAM prohibits unsolicited e-mail
22) If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be: A) page views. B) unique visitors. C) hits. D) reach.
B) Unique Visitors
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.
B) number of times an ad is served
32) Studies of the effects of social "connectedness" on Internet purchases indicate that the more "connected" an individual: A) the less purchasing that individual does. B) the less that individual is influenced by friends' purchases. C) the more that individual shares purchasing decisions with friends. D) the more purchasing that individual does.
B) the less that individual is influenced by friends' purchases
34) In modeling online consumer behavior, the concept of "consumer skills" refers to the: A) education level of the consumer. B) communication skills of the consumer. C) knowledge consumers have about how to conduct online transactions. D) product evaluation skills of the consumer.
C) Knowledge consumers have about how to conduct online transactions
21) Which of the following forms of online advertising is growing the fastest? A) paid search B) sponsorships C) video D) rich media
C) Video
28) All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except: A) search engines. B) online catalogs. C) social networks. D) targeted banner ads.
D) Targeted Banner ads
18) Which of the following online advertising formats attracted the least amount of spending in 2013? A) search B) classifieds C) rich media D) e-mail
D) e-mail
44) 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) personalization/customization B) information density C) social technology D) interactivity
Information Density
45) The richness made possible by e-commerce technologies does which of the following? A) It reduces the cost of delivering marketing messages and receiving feedback from users. B) It allows consumers to become co-producers of the goods and services being sold. C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience. D) It enables worldwide customer service and marketing communications
It allows video, audio, and text to be integrated into a single marketing message and consuming experience
40) Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan? A) local marketing B) offline marketing C) social marketing D) mobile marketing
Local Marketing
41) Hits 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.
Number of http requests
50) ________ is an industry-standard database query and manipulation language. A) SQL B) PHP C) DBMS D) JSP
SQL
51) All of the following are traditional online marketing tools except: A) affiliate marketing. B) e-mail and permission marketing. C) social marketing. D) sponsorship marketing.
Social Marketing
54) Which of the following measures the average length of stay at a Web site? A) loyalty B) stickiness C) recency D) retention rate
Stickiness
63) Which of the following statements about a free pricing strategy is false? A) Free products and services can knock out potential and actual competitors. B) The free pricing strategy was born in the early days of the Web. C) It is difficult to convert free customers into paying customers. D) Free products and services can help build market awareness.
The free pricing strategy was born in the early days of the Web.
43) Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? A) ubiquity B) richness C) interactivity D) universal standards
Universal Standards
17) Which of the following online advertising formats is the most effective? A) banner ads B) rich media ads C) video ads D) e-mail
Video Ads
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
browse-to-buy ratio
61) The Nike iD program is an example of which of the following marketing techniques? A) customer co-production B) transactive content C) price discrimination D) permission marketing
customer co-production
62) The incremental cost of building the next unit of a good is called the: A) demand curve. B) variable cost. C) marginal cost. D) fixed cost.
marginal cost.
59) Conversion 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
percentage of visitors who become customers.
65) All of the following are fixed price strategies except: A) bundling. B) versioning. C) free pricing. D) yield management
yield management
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
A) Company Web site
26) Which of the following is not true about search engine advertising? A) Spending on search engine advertising constitutes almost half of all online advertising spending. B) The top three search engine providers supply over 95% of all online searches. C) The click-through rate for search engine marketing has been fairly steady over the years. D) Search engine advertising is the fastest growing type of online advertising.
D) Search engine advertising is the fastest growing type of online advertising
52) Which of the following examples illustrates the "Long Tail" phenomenon? A) Rhapsody music streaming service reported that its no play rate had increased to over 20%. B) The number of blockbuster "winner take all" video titles is declining. C) Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. D) The average blog has a readership of slightly more than 1
Over 50% of Netfix's 100,000 titles are rented at least once a day by someone
47) Purchasing an online ad on a CPA basis means that the advertiser: A) pays for impressions in 1,000 unit lots. B) pays a prenegotiated fee for each click an ad receives. C) pays only for those users who perform a specific action, such as registering, purchasing, etc. D) exchanges something of equal value for the ad space.
Pays only for those users who perform a specific action, such as registering purchasing
48) All of the following statements about cookies are true except: A) cookies can be used with Web bugs to create cross-site profiles of users. B) the data typically stored in cookies includes a unique ID and e-mail address. C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. D) the more cookies are deleted, the less accurate ad server metrics become
the data typically stored in cookies includes an ID and e-mail address
