Digital Marketing Exam 1
1995-2000: Invention
- Sale of simple retail goods - Limited bandwidth and media - Euphoric visions of friction-free commerce & first-mover advantages - Dot-com crash of 2000
Beginning the e-commerce development process with a mobile presence rather than a desktop website is referred to as which of the following? RESS mobile first design AWD RWD
mobile first design
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: packet switching. routing. the File Transfer Protocol. the Transmission Control Protocol.
packet switching
Which of the following is a set of rules for transferring data? IP address packet router protocol
protocol
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? personalization ubiquity richness information density
richness
manufacturer-direct
single- or multi-channel manufacturers who sell directly online to consumers without the intervention of retailers (Dell.com / Nike)
virtual merchant
single-channel Web firms that generate almost all of their revenue from online sales (Amazon)
The highlighted portion of the following https://mail.uwec.edu/ is known as a(n) internet protocol address domain subdomain uniform resource locator
subdomain
In order from beginning to end, the major steps in the System Development Lifecycle (SDLC) are: -systems analysis/planning; implementation; building the system; and testing. -systems design; testing; building the system; and implementation. -systems analysis/planning; systems design; building the system; implementation; and testing. -systems analysis/planning; systems design; building the system; testing; and implementation.
systems analysis/planning; systems design; building the system; testing; and implementation
Interactivity in the context of e-commerce provides which of the following functionalities? -the ability of consumers to create and distribute content -complexity and content of a message -the enabling of two-way communication between consumer and merchant -the ability to physically touch and manipulate a product
the enabling of two-way communication between consumer and merchant
Which of the following is not a concern about IoT? the falling cost of sensors privacy interoperability security
the falling cost of sensors
Which of the following gives a business model credibility with outside investors? the firm's management team the firm's value proposition the firm's market strategy the firm's market opportunity
the firm's management team
Which of the following is not true regarding e-commerce today? Consumers are less price-sensitive than expected. The market middlemen disappeared. Economists' visions of a friction-free market have not been realized. There remains considerable persistent price disparity.
the market middleman dissapeared
Which of the following was the original "killer app" that made the Internet commercially interesting and extraordinarily popular? e-commerce The Web social networks mobile apps
the web
Which of the following involves testing a site's program modules one at a time? unit testing acceptance testing implementation testing system testing
unit testing
Which element of the business model addresses why the customer should buy from you? competitive advantage competitive environment market strategy value proposition
value proposition
8 unique features of e-commerce technology
· Ubiquity · Global reach · Universal standards · Richness · Interactivity · Information density · Personalization/Customization · Social technology
8 key components of an effective business model
· Value Proposition · Revenue Model · Market Opportunity · Competitive Environment · Competitive Advantage · Market Strategy · Organizational Development · Management Team
2001-2006: Consolidation
-Emphasis on business-driven approach -Traditional large firms expand presence -Start-up financing shrinks -More complex products and services sold -Growth of search engine advertising -Business web presences expand
Transmission Control Protocol (TCP)
-Establishes connections among sending and receiving Web computers -Handles assembly of packets at point of transmission, and reassembly at receiving end
2007-Present: Reinvention
-Rapid growth of: •Web 2.0, including online social networks •Mobile platform •Local commerce •On-demand service economy -Entertainment content develops as source of revenues -Transformation of marketing
Differences in the early days of e-commerce vs today's e-commerce
-Was mainly ungoverned, now it's heavily regulated -Was technology focused, now it's audience, customer and community driven -Was emphasizing revenue growth, now emphasizes more on social networks and audience connections
An IPv4 address is expressed as a: -128-bit number that appears as a series of four separate numbers separated by periods. -128-bit number that appears as a series of four separate numbers separated by semicolons. -32-bit number that appears as a series of four separate numbers separated by semicolons. -32-bit number that appears as a series of four separate numbers separated by periods.
32-bit number that appears as a series of four separate numbers separated by periods.
What is the correct HTML element for inserting a line break? <br> <break> <b> <lb>
<br>
What is the correct HTML for referring to an external style sheet? <link rel="stylesheet" type="text/css" href="mystyle.css"> <stylesheet?mystyle.css</stylesheet> <style src="mystyle.css">
<link rel="stylesheet" type="text/css" href="mystyle.css">
How can you make a bulleted list with HTML? <ul> <dl> <ol> <list>
<ul>
Internet Protocol (IP) Address
A numeric string that identifies a device on a network IPv4 -32-bit number -Four sets of numbers marked off by periods (201.61.186.227) -Class C address: Network identified by first three sets, computer identified by last set IPv6 -128-bit addresses, able to handle up to 1 quadrillion addresses (IPv4 can handle only 4 billion)
Public, Private, and hybrid clouds
A public cloud is one that is run by a 3rd party service provider and services multiple customers. A private cloud is one ran by in-house IT or a private 3rd party host meant for only a single organization. A hybrid cloud is a mixture of the two that remain separate entities.
Which of the following is a server-side technique that detects the attributes of the device making the request, and using predefined templates, loads a version of a site optimized for the device? AWD mobile first design LAMP RoR
AWD
competitive advantage
Achieved when a firm can produce a superior product and/or bring a product to market, at a lower price than most, or all, of their competitors.
The Web runs in which layer of Internet architecture? Applications layer Middleware Services layer Network Technology Substrate layer Transport Services and Representation Standards layer
Applications layer
What role does CSS play in the creation of web pages?
CSS tells a web browser how to display the HTML elements on the screen. CSS provides the style of the page
What does CSS stand for? Cascading Style Sheets Creative Style Sheets Computer Style Sheets Colorful Style Sheets
Cascading Style Sheets
Which of the following was the most popular web browser as of August 2018 (according to the text)? Chrome Safari Firefox Internet Explorer
Chrome
value proposition
Define how a company's product or service fulfils the need of customers.
revenue model
Define how the firm will earn revenue generates profits and produce a superior return on invested capital.
organizational development
Describes how the company will organize the work that needs to be accomplished.
Which of the following factors is not a significant influence on a company's competitive environment? how competitors price their products how many competitors are active Details how a company intends to enter market and attract customers what the market share of each competitor is
Details how a company intends to enter market and attract customers
ubiquity
E-commerce technology is available everywhere: at work, at home, and elsewhere via mobile devices, anytime.
management team
Employees of the company responsible for making the business model work.
Which of the following is not one of the basic technological foundations of the Internet? TCP/IP FTP packet switching client/server computing
FTP
What is HyperText Markup Language (HTML)? What does HTML define?
HTML is a generalized markup language that is relatively easy to use in web page design. It provides web page designers with a fixed set of markup "tags" that are used to format a web page. HTML defines the structure of a document, including the headings, graphic positioning, tables, and text formatting.
What advances and features does HTML5 offer?
HTML5 offers built-in features of/for mobile devices. (update for prominence of mobile devices)
All of the following statements about HTML5 are true except: -HTML5 is an important tool for both response web design and adaptive web delivery. -HTML5 apps work just like web pages. -HTML5 stores page content into mobile device hardware rather loading into the browser from a web server. -HTML5 has become the de facto web page development standard.
HTML5 stores page content into mobile device hardware rather loading into the browser from a web server.
Which of the following organizations involved with Internet governance has the United States recently given up control over? ICANN NTIA IANA IGF
IANA
Which governing body of the Internet comes the closest to being a manager of the Internet? What does this governing body do?
ICANN They coordinate the internet's systems of unique identifiers like IP addresses, protocol parameter registries, and the top level domain systems.
Which of the following organizations monitor Internet policies and practices? W3C ICANN ISOC IETF
ISOC
Information Requirements
Information elements that system must produce in order to achieve business objectives
the 3 time periods of E-commerce history
Invention: 1995-2000 Consolidation: 2001-2006 Reinvention: 2007-now
how has cloud computing impacted the Internet
It has made it much cheaper to make and maintain a website.
business objectives
List of capabilities you want your site to have
What is important for a good website user experience (UX)? -Making sure the user's interaction with the site is smooth, streamlined, enjoyable, "frictionless" -Making sure design elements including colors, layout, typography, etc. are aesthetically pleasing -Making sure all of the business requirements are up-to-date -Making sure you have appropriate money budgeted for ongoing maintenance
Making sure the user's interaction with the site is smooth, streamlined, enjoyable, "frictionless"
Four TCP/IP layers
Network interface layer Internet layer Transport layer Application layer
market strategy
Plan that details how a company intends to enter a new market and attract strategy.
community provider
Provide online environment (social network) where people with similar interests can transact, share content, and communicate (Facebook, Pinterest)
Which of the following statements about responsive web design (RWD) is not true? -RWD works best for sites that have complex functionality. -RWD tools include HTML5 and CSS3. -RWD makes it possible to design a website that automatically adjusts its layout and display according to the screen resolution of the device on which it is being viewed. -RWD can be costly.
RWD works best for sites that have complex functionality.
Which of the following is not a basic type of cloud computing service? PaaS IaaS SaaS RaaR
RaaR
market opportunity
Refers to a company's intended market space and the overall potential financial opportunities available to the firm in that market space.
competitive environment
Refers to the other competition selling similar products and operating in the same market space.
Which of the following protocols is used to send email to a server? SSL HTTP FTP SMTP
SMTP
Which of the following is the revenue model of an e-tailer? Affiliate revenue model Sales revenue model Advertising revenue model Subscription revenue model
Sales revenue model (or just sales)
Which of the following features of e-commerce technology allows users to participate in the creation of online content? global reach ubiquity information density social technology
Social Technology
Content Provider Variations: Syndication and Aggregation
Syndication is a way of providing content such that it can be subscribed to using a feed reader, integrated into a web site as a subset of that site, or aggregated with similar content. Aggregation is a way of collecting multiple syndicated feeds into a single feed or as part of a unified web site
The Internet is a worldwide system of computer networks. TorF
T
1. What is the difference between a market opportunity and a marketspace?
The key difference is that market opportunity typically is divided up into smaller, more specific niches.
Personalization/Customization
The technology allows personalized messages to be delivered to individuals as well as groups.
global reach
The technology reaches across national boundaries, around the earth
information density
The technology reduces information costs and raises quality.
interactivity
The technology works through interaction with the user.
system functionalities
The types of information system capabilities needed to achieve business objectives
universal standards
There is one set of technology standards.
According to the hourglass model of the internet, TCP/IP operates in which layer of Internet architecture? Middleware Services layer Applications layer Transport Services and Representation Standards layer Network Technology Substrate layer
Transport Services and Representation Standards layer
Amazon's e-commerce website and application are available 24/7, nearly everywhere and at all times, which of the features of e-commerce technology does this describe? information density information richness global reach ubiquity
Ubiquity
Social Technology
User-generated content and social networks.
richness
Video, audio, and text messages are possible.
Variations of e-tailers
Virtual merchant Bricks-and-clicks Catalog merchant Manufacturer-direct
The protocol that enables the transmission of voice and other forms of audio communication over the Internet is called: VoIP. IP. IPTP. VTP.
VoIP
A marketspace can be defined as: -a marketplace extended beyond traditional boundaries and removed from a temporal and geographic location -a physical place you visit in order to transact -consumers selling to other consumers with the help of an online market maker -the use of mobile devices to enable online transactions
a marketplace extended beyond traditional boundaries and removed from a temporal and geographic location
All of the following are basic functionality provided by web servers except: site management tools. data capture tools. a shopping cart. security services.
a shopping cart
The address used by a browser to identify the location of content on the Web is called: a file path. -a uniform resource locator. an IP address. a domain name.
a uniform resource locator.
Which of the following verifies that the business objectives of the system are in fact working? unit testing implementation testing acceptance testing system testing
acceptance testing
The Internet Layer of TCP/IP is responsible for which of the following? -providing communication with the application by acknowledging and sequencing the packets to and from the application -providing a variety of applications with the ability to access the services of the lower layers -placing packets on and receiving them from the network medium -addressing, packaging, and routing messages
addressing, packaging, and routing messages
Website user interface (UI) refers to the: -user's interaction with a website -blueprint for a website including layout and structure -appearance and presentation of a website -description of main components of a system and their relationship to one another
appearance and presentation of a website
Which is the correct CSS syntax? body {color: black;} {body:color=black;} body:color=black; {body;color:black;}
body {color: black;}
A set of planned activities designed to result in a profit in a marketplace is a(n) e-commerce business model. business plan. value proposition. business model.
business model
________ is a model of computing in computer processing, storage, software, and other services which are provided as a shared pool of virtualized resources over the Internet. Cloud computing Mobile computing P2P computing Client/server computing
cloud computing
bricks and clicks
companies that have a network of physical stores as their primary retail channel, but have also introduced online offerings (Wal-Mart / Staples)
The primary way a website is able to personalize the content presented to a visitor is through the use of: privacy policies. site management tools. cookies. accessibility rules.
cookies
E-commerce can be defined as: -digitally enabled commercial transactions between and among organizations and individuals. -the digital enablement of transactions and processes within an organization. -any electronically based organizational activity that supports a firm's market exchanges. -the use of digital technologies in a firm's daily activities.
digitally enabled commercial transactions between and among organizations and individuals.
The ________ allows a natural language expression, such as Google.com to represent a numeric IP address. uniform resource locator system domain name system assigned numbers and names (ANN) system Internet protocol addressing schema
domain name system
Which of the following companies uses a transaction fee revenue model? Birchbox Twitter E*Trade Yahoo
e trade
catalog merchants
established companies that have a national offline catalog operation that is their largest retail channel, but who have recently developed online capabilities (LL Bean)
All of the following may lead to a competitive advantage except: better employees. fewer products. superior products. less expensive suppliers.
fewer products
Which of the following involves a company giving away a certain level of product or service without charge, but then charging a fee for premium levels of the product or service? freemium strategy advertising revenue model premium strategy subscription revenue model
freemium strategy
Which of the following is not a unique feature of e-commerce technology? social technology richness information asymmetry interactivity
information asymmetry
Cortana is a type of: social network. widget. intelligent digital assistant. gadget.
intelligent digital assistant.
Which of the following are the two main components of a systems design? front-end systems and back-end systems behavioral design and technological design business objectives and technology requirements logical design and physical design
logical design and physical design
Which of the following is not a variation of the e-tailer business model? market creator bricks-and-clicks virtual merchant manufacturer-direct
market creator
A ________ specifically details how you plan to find customers and to sell your product. sales analysis market strategy business plan competitive strategy
market strategy
All of the following are basic functionality provided by e-commerce merchant server software except: marketing analytics. credit card processing. a product catalog. a shopping cart.
marketing analytics.
