E-Commerce Chapter 6, Chapter 5&6, Homework 2 Insy test 2, E-Commerce Assignment 2 & 3, Final Exam Ch 6, WK 4 - CH 6, Chapter 6 e-fashion, Is Chapter 6 Test bank

On a typical day, approximately ________ % of adult users in the United States logs on to the Internet.

80

"Shoppers" constitute approximately ________ % of the online Internet audience. 90 70 80 60

90

A typical response rate for an e-mail campaign would be ________ %. A) 5 B) 2 C) 50 D) 25

A

All of the following are Pinterest marketing tools except: A) Promoted Accounts. B) Brand pages. C) Retail Pins. D) Follow button.

A

All of the following are factors in contributing to the increase in cybercrime except: A) the Internet's similarity to telephone networks. B) the Internet is an open, vulnerable design. C) the ability to remotely access the Internet. D) the ability to anonymously access the Internet.

A

All of the following marketing tools on Facebook require payment except: A) Facebook Offers. B) Marketplace Ads. C) Sponsored Stories. D) Promoted Posts.

A

All of the following statements about public key encryption are true except: A) public key encryption ensures authentication of the sender. B) public key encryption uses two mathematically related digital keys. C) public key encryption does not ensure message integrity. D) public key encryption is based on the idea of irreversible mathematical functions.

A

Approximately ________ of annual offline retail sales is influenced by online browsing. A) one-third B) three-quarters C) one-half D) one-quarter

A

By 2017, mobile commerce revenues are expected to be approximately: A)$109 billion. B)$109 million. C)$1.09 billion. D)$10.9 billion.

A

Conversion rate is a measure of the: A) percentage of visitors who become customers. B) percentage of existing customers who continue to buy on a regular basis. C) percentage of shoppers who do not return within a year after their initial purchase. D) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

A

Creating multiple variations of information goods and selling these to different market segments at different prices is called: A) versioning. B) dynamic pricing. C) bundling. D) customization

A

Symmetric key encryption is also known as: A) secret key encryption. B) public key encryption. C) PGP. D) PKI.

A

The six key dimensions to e-commerce security are nonrepudiation, authenticity, availability, integrity, privacy, and: A) confidentiality. B) usability. C) functionality. D) viability.

A

Search engine advertising and marketing expenditures in 2013 were approximately: $19 million. $1.95 billion. $19.5 billion. $195 million.

$1.95 billion.

A typical response rate for an e-mail campaign would be ________ %. 5 25 2 50

5

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

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. 50 50 million 500,000 5 million

50 million

Which of the following statements about Pinterest is not true? A) About 30% of online adults use Pinterest. B) Pinned photos and photo boards are available to all Pinterest users. C) Pinterest users are overwhelmingly female. D) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams.

A

________ refers to the ability to identify the person or entity with whom you are dealing on the Internet. A) Authenticity B) Availability C) Integrity D) Nonrepudiation

A

Application of knowledge 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 Page Ref: 343 Difficulty: Moderate

Application of knowledge 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 Page Ref: 349-350 Difficulty: Moderate

Application of knowledge 30) Dove's Real Beauty Sketches video ad is an example of which of the following? A) viral marketing B) local marketing C) affiliate marketing D) lead generation marketing

A Page Ref: 360 Difficulty: Moderate

Application of knowledge 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 Page Ref: 365-371 Difficulty: Moderate

Application of knowledge 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

A Page Ref: 371 Difficulty: Moderate

Application of knowledge 50) ________ is an industry-standard database query and manipulation language. A) SQL B) PHP C) DBMS D) JSP

A Page Ref: 388 Difficulty: Easy

Application of knowledge 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.

A Page Ref: 395 Difficulty: Moderate

Cookie

A small text that a Web-Server stores on a user's computer

Hadoop

A software framework for working with various big data sets

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

Digital Divide

A worldwide gap giving advantage to those with access to technology

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

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

Application of knowledge 79) ________ use a real-time bidding process in which marketers bid for slots based on their marketing criteria.

Ad exchanges Page Ref: 355 Difficulty: Moderate

In 2013, location-based mobile marketing accounted for how much in marketing expenditures? A) $23 billion B) $2.3 billion C) $23 million D) $230 million

B

Online bill payments are believed to cost ________ to process compared to ________ for paper bills. A) $1 to $2, $10 to $20 B) 20 to 30 cents, $3 to $7 C) 3 to $7, 20 to 30 cents D) $10 to $20, $ 1 to $2

B

Which of the following countries has been found to have engaged in cyberespionage against Google? A) Iraq B) China C) Russia D) Iran

B

Which of the following is not one of the four main methods advertisers use to behaviorally target ads? A) clickstream data B) Nielsen ratings C) data collected from social networks D) integration of offline data

B

Which of the following statements about CAN-SPAM is not true? A) CAN-SPAM prohibits the use of deceptive subject lines and false headers. B) CAN-SPAM prohibits unsolicited e-mail (spam). C) CAN-SPAM went into effect in January 2004. D) Large spammers are among CAN-SPAM's biggest supporters.

B

Which of the following statements about the Internet's impact on marketing is not true? A) The Internet has increased the richness of marketing communications. B) The Internet has decreased the impact of brands. C) The Internet has broadened the scope of marketing communications. D) The Internet has expanded the information intensity of the marketplace.

B

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 video, audio, and text to be integrated into a single marketing message and consuming experience. C) It enables worldwide customer service and marketing communications. D) It allows consumers to become co-producers of the goods and services being sold.

B

Which of the following statements is not true? A) Mobile shoppers and buyers are more affluent than the online population in general. B) Women are more active purchasers on smartphones than men. C) Younger consumers are more likely to research products and prices on mobile devices than older consumers. D) Men are more likely than women to buy digital content with a mobile device.

B

________ refers to the ability to ensure that an e-commerce site continues to function as intended. A) Authenticity B) Availability C) Nonrepudiation D) Integrity

B

Application of knowledge 33) In the first 8 months of 2014, the percentage of all e-mail that is spam averaged around ________ %. A) 50 B) 60 C) 70 D) 80

B Page Ref: 358 Difficulty: Moderate

Application of knowledge 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 Page Ref: 358-359 Difficulty: Moderate

Application of knowledge 36) Which of the following statements about Canada's anti-spam law is not true? A) Canada's law is based on an opt-in model. B) The law has no impact on companies located within the United States. C) The first phase of the law went into effect in 2014. D) The law applies to e-mail, texts, and social media messaging.

B Page Ref: 359 Difficulty: Moderate

Application of knowledge 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.

B Page Ref: 375-376 Difficulty: Moderate

Application of knowledge 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

B Page Ref: 379 Difficulty: Moderate

Application of knowledge 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.

B Page Ref: 382 Difficulty: Difficult

Application of knowledge 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

B Page Ref: 383 Difficulty: Moderate

The incremental cost of building the next unit of a good is called the: A) variable cost. B) demand curve. C) marginal cost. D) fixed cost.

C

The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) fan acquisition D) brand strength

C

The ratio of impressions to fans is a measure of: A) amplification. B) engagement. C) fan acquisition. D) community.

C

Which children's Web site was fined $3 million in 2011 for collecting and sharing children's personal information without consent of their parents? A) NeoPets B) Nick Jr. C) Disney's Playdom D) Emily's Dress Up

C

Which dimension(s) of security is spoofing a threat to? A) availability and integrity B) availability C) integrity and authenticity D) integrity

C

Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Trend B) Promoted Account C) Lead Generation Card D) Promoted Tweet

C

Which of the following is a real-time feed showing a friend's activities, chats, and music listening on Facebook? A) Social Graph B) Timeline C) Ticker D) News Feed

C

Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan? A) mobile marketing B) social marketing C) local marketing D) offline marketing

C

Which of the following is the leading display ad site on mobile devices? A) Google B) Twitter C) Facebook D) Yahoo

C

Which of the following is the most popular use for mobile devices? A) socializing B) shopping C) entertainment D) performing tasks, such as finances

C

Application of knowledge 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 Page Ref: 336 Difficulty: Moderate

Application of knowledge 25) Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word? A) Panda B) Penguin C) Hummingbird D) Graph Search

C Page Ref: 348 Difficulty: Difficult

Application of knowledge 17) Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results? A) Penguin B) Hummingbird C) Panda D) Knowledge Graph

C Page Ref: 348 Difficulty: Moderate

Information technology 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.

C Page Ref: 361 Difficulty: Moderate

Application of knowledge 62) The incremental cost of building the next unit of a good is called the: A) Law of One Price. B) variable cost. C) marginal cost. D) fixed cost.

C Page Ref: 373 Difficulty: Moderate

Application of knowledge 40) Uber has been criticized for using which of the following? A) flash marketing B) bundling C) surge pricing D) freemium

C Page Ref: 378 Difficulty: Moderate

Application of knowledge 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.

B Page Ref: 384-385 Difficulty: Moderate

Application of knowledge 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 Page Ref: 390 Difficulty: Moderate

Analytical thinking 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

B Page Ref: 391 Difficulty: Easy

Application of knowledge 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 Page Ref: 394 Difficulty: Moderate

Application of knowledge 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.

B Page Ref: 395 Difficulty: Moderate

Application of knowledge 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 Page Ref: 395 Difficulty: Moderate

Application of knowledge 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 Page Ref: 395 Difficulty: Moderate

Information technology 54) Which of the following measures the average length of stay at a Web site? A) loyalty B) stickiness C) recency D) retention rate

B Page Ref: 395 Difficulty: Moderate

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%

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

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

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

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.

In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education? A) 90% B) 45% C) 60% D) 75%

C

Purchasing an online ad on a CPA basis means that the advertiser: A) pays a prenegotiated fee for each click an ad receives. B) pays for impressions in 1,000 unit lots. 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

C

The Data Encryption Standard uses a(n) ________-bit key. A) 256 B) 8 C) 56 D) 512

C

Application of knowledge 12) Lead generation marketing firms specialize in inbound marketing.

TRUE Page Ref: 360 Difficulty: Moderate

Application of knowledge 8) Evidence suggests that real-time customer chat lowers shopping cart abandonment rates.

TRUE Page Ref: 373 Difficulty: Moderate

Application of knowledge 15) Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

TRUE Page Ref: 377 Difficulty: Moderate

Application of knowledge 9) Transaction logs are built into Web server software.

TRUE Page Ref: 382 Difficulty: Easy

Information technology 10) Cookies, when combined with Web beacons, can be used to create cross-site profiles.

TRUE Page Ref: 385 Difficulty: Moderate

Which of the following statements about the Internet's impact on marketing is not true?

The Internet has decreased the impact of brands.

Typically, the more security measures added to an e-commerce site, the slower and more difficult it becomes to use. True False

True

e-commerce is a major conduit and generator of offline commerce

True

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

Which of the following activities is the one engaged in by the most online users?

Using e-mail.

Which of the following forms of online advertising is growing the fastest? video rich media sponsorships paid search

Video

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

Application of knowledge 80) ________ rate is the percentage of ads (either display or video) that are actually seen by people online.

Viewability Page Ref: 395 Difficulty: Moderate

________ is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.

Viral marketing

Application of knowledge 77) ________ is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.

Viral marketing Page Ref: 360 Difficulty: Moderate

Application of knowledge 81) What is Web analytics software and what is it used for?

Web analytics is a software package that collects, stores, analyzes, and graphically presents data on each of the stages in the conversion of shopper to customer process on e-commerce sites. Web analytics packages help business managers optimize the return on investment on their Web sites and social marketing efforts, by building a detailed understanding of how consumers behave when visiting their Web sites. They help analyze where customers come from, what they do on the site, and which content is most appealing, as well as how users shop, add to their shopping cart, and whether they abandon their shopping cart. Web analytics also allows managers to measure the impact of specific marketing campaigns. Page Ref: 401-403 Difficulty: Moderate

Netflix has not used the following tactics to build its brand

adopting a privacy seal program.

Specialized marketing firms called ________ sell ad opportunities from a range of participating sites that receive payment for displaying ads.

advertising networks

types of revenue models by e-commerce

advertising, subscription, transaction fee, sales, affiliate

amazons associates program is an example of which of the following

affilate marketing

In ________, one Web site agrees to pay another Web site a commission for new business opportunities it refers to the site.

affiliate marketing

types of traditional online marketing

affiliate marketing - commission fee paid to other web sites for sending customers to their web site. viral marketing - marketing designed to inspire customers to pass message to others.

Which of the following is not a feature that is driving the growth of social marketing and advertising?

affiliate programs

Application of knowledge 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.

C Page Ref: 379-381 Difficulty: Difficult

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Clickstream

Application of knowledge 68) ________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Clickstream Page Ref: 337 Difficulty: Moderate

Comprehensive Multi-Channel Marketing

Combining offline and Online marketing

________ refers to the ability to ensure that messages and data are only available to those authorized to view them. Privacy Integrity Confidentiality Availability

Confidentiality

CAN-SPAM

Controlling the Assault of Non-Solicited Pornography and Marketing - Federal law that deals with those who use unsolicited emails for purposes of advertising(First national anti-spam law)

Cookies, when combined with Web beacons, can be used to create cross-site profiles. True False

Cookies, when combined with Web beacons, can be used to create cross-site profiles. True False

Versioning

Creating multiple versions of information goods and selling essentially the same product to different market segments at different prices (multiple version of same document)

Encouraging users to click a Like button is an example of which step in the social marketing process? A) brand strength B) community C) fan acquisition D) amplification

D

P2P payment systems are a variation on what type of payment system? A) accumulating balance system B) digital credit card system C) digital checking system D) stored value payment system

D

Reventon is an example of: A) a macro virus. B) a bot program. C) a backdoor. D) ransomware.

D

________ refers to the ability to ensure that e-commerce participants do not deny their online actions. A) Availability B) Integrity C) Authenticity D) Nonrepudiation

D

Application of knowledge 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 Page Ref: 336 Difficulty: Difficult

Application of knowledge 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) evaluation D) conversation

D Page Ref: 336 Difficulty: Moderate

Application of knowledge 29) "Shoppers" constitute approximately ________ % of the online Internet audience. A) 60 B) 70 C) 80 D) 90

D Page Ref: 338 Difficulty: Moderate

Application of knowledge 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 Page Ref: 345 Difficulty: Moderate

Application of knowledge 21) Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018? A) paid search B) sponsorships C) search engines D) rich media

D Page Ref: 345 Difficulty: Moderate

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

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.

FALSE Page Ref: 332 Difficulty: Moderate

Application of knowledge 3) Social media influence is an important factor in why consumers choose the online channel.

FALSE Page Ref: 335 Difficulty: Moderate

Application of knowledge 14) The concept of "customer satisfaction" is broader than the concept of "customer experience."

FALSE Page Ref: 343-344 Difficulty: Moderate

Credit cards are the dominant form of online payment throughout the world.

False

Digital cash is legal tender that is instantly convertible into other forms of value without the intermediation of any third parties. True False

False

Phishing attacks rely on browser parasites. True False

False

Research has found that of all the standard formats of display ads, wide skyscraper ads are the most effective at holding a user's attention.

False

T or F: Credit cards are the dominant form of online payment throughout the world.

False

T or F: Phishing attacks rely on browser parasites.

False

T or F: Price is more important than convenience as a factor in online purchase decisions.

False

T or F: Research has found that of all the standard formats of display ads, wide skyscraper ads are the most effective at holding a user's attention.

False

T or F: The concept of "customer satisfaction" is broader than the concept of "customer experience."

False

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

False

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

False

A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a network. firewall proxy server virtual private network PPTP

Firewall

Online Advertising

Four Methods: Websites Search Engine Marketing and Advertising Display ads E-Mailing

Analytical thinking; Information technology; Written and oral communication 86) Discuss the changes that Google has made with Panda, Penguin, Hummingbird and Knowledge Graph to improve search results and user experience.

Google makes frequent changes to their search algorithms in order to improve search results and user experience. Google, for instance, reportedly makes over 600 search engine changes in a year. Most are small unannounced tweaks. Recent major changes have included Panda, Penguin, Hummingbird, and Knowledge Graph. Panda was introduced in 2011 in an effort to weed out low quality sites from search results. Those sites with thin content, duplicate content, content copied from elsewhere on the Web, and content that did not attract high-quality hits from other sources were systematically pushed down in the search results. Google introduced Penguin in 2012 in an effort to punish Web sites and their SEO marketing firms who were manipulating links to their site in order to improve their rankings. The Google search engine rewards sites that have links from many other sites. What some marketers discovered is that Google could not tell the quality of these back links, and they began to manufacture links by putting their clients onto list sites, creating multiple blogs to link to their clients' site, and paying others to link to their clients' sites. Penguin evaluates the quality of links to a site, and pushes down in the rankings those sites that have poor-quality back links. Google introduced Hummingbird in September 2013. Rather than evaluate each word separately in a search, Google's semantically informed Hummingbird will try to evaluate an entire sentence. Semantic search more closely follows conversational search, or search as you would ordinarily speak it to another human being. Google introduced Knowledge Graph in 2012 as an effort to anticipate what you might want to know more about as you search on a topic or answer questions you might not thought of asking. Since 2013, results of Knowledge Graph appear on the right of the screen and contain more information about the topic or person you are searching on. Not all search terms have a Knowledge Graph result. Google displays information based on what other users have searched for in the past, as well as its database on over 500 million objects (people, places, and things), and some 18 billion facts. Page Ref: 348 Difficulty: Moderate

Which of the following is a set of short-range wireless technologies used to share information among devices within about 2 inches of each other?

NFC

Which of the following is a set of short-range wireless technologies used to share information among devices within about 2 inches of each other? DES text messaging NFC IM

NFC

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Nielsen ratings

________ refers to the ability to ensure that e-commerce participants do not deny their online actions. Authenticity Integrity Availability Nonrepudiation

Nonrepudiation

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

Bundling

Offers consumers two or more goods for a reduced price

Which of the following examples illustrates the "Long Tail" phenomenon?

Over 50 percent of Netflix's 100,000 titles are rented at least once a day by someone.

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

Which of the following examples illustrates the "Long Tail" phenomenon?

Over 50% of Netflix's 100,000 titles are rented at least once a day by someone.

Which of the following examples illustrates the "Long Tail" phenomenon? Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. Rhapsody music streaming service reported that its no play rate had increased to over 20%. The number of blockbuster "winner take all" video titles is declining. The average blog has a readership of slightly more than 1.

Over 50% of Netflix's 100,000 titles are rented at least once a day by someone.

All of the following statements about PKI are true except:

PKI guarantees that the verifying computer of the merchant is secure.

Web Beacon

Passive data collection of a website

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

Application of knowledge 72) Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.

optimization Page Ref: 348 Difficulty: Easy

Application of knowledge 66) In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine.

organic Page Ref: 347 Difficulty: Moderate

Which of the following is not a part of an augmented product's feature set?

packaging

All of the following are used for authentication except: packet filters. certificates of authority. biometric devices. digital signatures.

packet filters.

What is not a precondition for development of a "wise" crowd

participants have similar backgrounds

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.

All the following statements about symmetric key encryption are true except: symmetric key encryption is a key element in digital envelopes. in symmetric key encryption, both the sender and the receiver use the same key to encrypt and decrypt a message. the Data Encryption Standard is a symmetric key encryption system. symmetric key encryption is computationally slower.

symmetric key encryption is computationally slower.

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

targeted banner ads.

All of the following are factors in contributing to the increase in cybercrime except: the ability to remotely access the Internet. the Internet is an open, vulnerable design. the ability to anonymously access the Internet. the Internet's similarity to telephone networks.

the Internet's similarity to telephone networks.

versioning

create multiple variations of information goods and selling these to different market segments at different prices

In the United States, the primary form of online payment is:

credit cards.

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

The Nike iD program is an example of which of the following marketing techniques?

customer co-production

A(n) ________ is a software application used by organizations to create, maintain, and access databases.

database management system/DBMS

A person's profession or occupation is part of their:

direct reference group.

Which of the following online advertising formats attracted the least amount of spending in 2013? classifieds e-mail search rich media

e-mail

A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a network.

firewall

YouTube entered the market with a(n) ________ strategy.

first mover

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

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

flash marketing

context advertising

googles ad sense is an example

unique visitors

if you want to determine the size of your web sites audience, the metric you will use for the most accurate measurement will be

Which of the following is the top concern of Internet users about purchasing online? lack of trust in the purchase process shipping costs difficulty of returning products inability to see and touch before buying

inability to see and touch before buying

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?

information density

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? information density interactivity social technology personalization/customization

information density

viral marketing

involves getting customers to pass along a company's marketing message to friends, family and colleagues

programmatic advertising

is an automated, aution based method for matching demand and supply for online display ads

the richness made possible by e-commerce technologies does which of the following

it allows video, audio and text to be integrated into a single marketing message and consuming experience

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

knowledge consumers have about how to conduct online transactions

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

knowledge consumers have about how to conduct online transactions.

In modeling online consumer behavior, the concept of "consumer skills" refers to the: education level of the consumer. product evaluation skills of the consumer. knowledge consumers have about how to conduct online transactions. communication skills of the consumer.

knowledge consumers have about how to conduct online transactions.

Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan?

local marketing

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.

Small ticket item sales outnumbered large ticket item sales during the early days of e-commerce for all of the following reasons except:

margins were low.

Application of knowledge 70) A(n) ________ system is a software tool that marketers use to track all the steps in the lead generation part of the marketing process.

marketing automation Page Ref: 391 Difficulty: Moderate

which of the following is not one of the four main methods advertisers use to behaviorally target ads (data collected from social networks, integration of online data with offline data, clickstream data)

nielsen ratings

Hits

number of http requests received by a firm's server( total requests for a page)

Hits are a measure of the:

number of http requests.

Impressions are a measure of the: number of pages viewed. number of times an ad is clicked. number of times an ad is served. number of http requests.

number of times an ad is clicked.

Impressions are a measure of the:

number of times an ad is served.

Approximately ________ of annual offline retail sales is influenced by online browsing. one-half three-quarters one-quarter one-third

one-third

On average, which of the following activities was most frequently engaged in by Internet users in 2009?

online banking

All of the following statements about cookies are true except:

the data typically stored in cookies includes a unique ID and e-mail address.

All of the following statements 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, e-mail address, path, and security setting. C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. D) the location of a cookie on a user's computer depends on the browser being used.

the data typically stored in cookies includes a unique ID, e-mail address, path, and security setting.

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

Which of the following data cannot be gleaned from a Web site's transaction log?

the e-mail address of a visitor who is using a dial-up modem

What is the most frequent cause of stolen credit cards and card information today?

the hacking and looting of corporate servers storing credit card information

Studies of the effects of social "connectedness" on Internet purchases indicate that the more "connected" an individual: the more that individual shares purchasing decisions with friends. the less that individual is influenced by friends' purchases. the less purchasing that individual does. the more purchasing that individual does.

the less that individual is influenced by friends' purchases.

attrition rate

the rate at which customers convert or move out of a group. Usually seen in subscription based models like newspapers to online newspapers or pay TV operators

In discussing a product's feature set, the term actual product refers to:

the set of characteristics designed to deliver the product's core benefits.

recency

time elapsed since the last visit made by the customer

Smishing attacks exploit SMS messages.

true

Which of the following did Dropbox implement after a series of security snafus in 2011 and 2012?

two-factor authentication

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: reach. hits. unique visitors. page views.

unique visitors.

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

universal standards

which features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users

universal standards

What is not an attribute of personalized marketing

use of mass media

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

versioning

Creating multiple variations of information goods and selling these to different market segments at different prices is called: bundling. versioning. dynamic pricing. customization.

versioning

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.

Which of the following online advertising formats is the most effective?

video ads

Bitcoins are an example of:

virtual currency.

Linden Dollars, created for use in Second Life, are an example of:

virtual currency.

stickiness

which measures the average length of stay at the web site

65) All of the following are fixed price strategies except: A) bundling. B) versioning. C) free pricing. D) yield management

yield management

All of the following are fixed price strategies except:

yield management.

What is not a fixed price strategy

yield management.

An example of a privacy violation of e-commerce security is:

your online purchasing history being sold to other merchants without your consent.

surge pricing

über has been criticized for using

T or F: The digital divide still persists along age, income, ethnic, and education dimensions.

True

Transaction logs are built into Web server software. True False

True

What is the most frequent cause of stolen credit cards and card information today? A) the hacking and looting of corporate servers storing credit card information B) lost cards C) sniffing programs D) phishing attacks

A

Which of the following do Facebook users spend the most time on? A) News Feed B) Profiles C) Photos D) Graph Search

A

Which of the following is not a key point of vulnerability when dealing with e-commerce? A) the credit card companies B) the communications pipeline C) the client computer D) the server

A

Which of the following is not one of the main stages of the online purchasing process? A) browsing B) post-purchase service and loyalty C) interaction D) awareness

A

Which of the following measures the average length of stay at a Web site? A) stickiness B) loyalty C) recency D) retention rate

A

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) valuing quality over quantity at each stage in the Web site development process B) establishing customer needs and habits as the top priority in all marketing decisions C) adapting marketing techniques to keep up with new Internet technologies D) integrating online and offline marketing techniques to establish a consistent brand

A

Which of the following online advertising formats attracted the least amount of spending in 2013? A) e-mail B) classifieds C) rich media D) search

A

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

Which of the following is an example of an integrity violation of e-commerce security?

An unauthorized person intercepts an online communication and changes its contents.

Application of knowledge 73) ________ rate measures the percentage of customers who purchase once but never return within a year.

Attrition Page Ref: 396 Difficulty: Moderate

________ refers to the ability to identify the person or entity with whom you are dealing on the Internet. Nonrepudiation Availability Integrity Authenticity

Authenticity

All of the following are examples of malicious code except: A) worms. B) sniffers. C) viruses. D) bots.

B

Display ads constitute about ________ % of mobile ad spending. A) 15 B) 33 C) 20 D) 66

B

Most of the world's spam is delivered via which of the following? worms botnets viruses Trojan horses

Bonet

A Web beacon is: A) an automated applet for performing Web searches. B) an executable cookie. C) a tiny graphics file embedded in an e-mail or Web page. D) a cookie that carries a virus.

C

A digital certificate contains all of the following except the: A) subject's public key. B) digital certificate serial number. C) subject's private key. D) digital signature of the certification authority.

C

An intrusion detection system can perform all of the following functions except: A) checking network traffic to see if it matches certain patterns or preconfigured rules. B) setting off an alarm when suspicious activity is detected. C) blocking suspicious activity. D) examining network traffic.

C

Which social marketing proved the most effective for ExchangeHunterJumper.com? A) YouTube B) Pinterest C) Facebook D) Instagram

C

Application of knowledge 16) Around ________ % of households in the United States have broadband access to the Internet. A) 45 B) 55 C) 75 D) 85

C Page Ref: 330 Difficulty: Moderate

Application of knowledge 23) In 2014, 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%

C Page Ref: 332 Difficulty: Difficult

Application of knowledge 31) Which of the following is the top reason why consumers choose the online channel? A) availability of a wider variety of products B) social media influence C) lower prices D) the ability to shop 24/7

C Page Ref: 335 Difficulty: Moderate

Application of knowledge 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.

C Page Ref: 383 Difficulty: Moderate

Application of knowledge 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 Page Ref: 395 Difficulty: Moderate

Application of knowledge 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.

C Page Ref: 395 Difficulty: Moderate

Information technology 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 pre-negotiated 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.

C Page Ref: 399 Difficulty: Moderate

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

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

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

a _____ is a repository of customer info 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

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, customer relationship management system

________ occurs when a new venue for selling products or services threatens to destroy existing venues.

Channel conflict

Which of the following countries has been found to have engaged in cyberespionage against Google?

China

Analytical thinking; Information technology; Written and oral communication 84) Define and describe the functionality of customer relationship management (CRM) systems.

Customer relationship management systems are an important Internet marketing technology. They serve as repositories for customer information that records all of the contacts a customer has with a firm including its Web site. CRM systems can generate a profile of each customer that is available to everyone in the firm who requests the data and they contain analytical software that will make this data valuable to the firm. In the past, firms generally did not maintain a single storehouse of customer information, and any customer data was organized along product lines with each product line maintaining a separate customer list. CRMs are part of the evolution towards customer-centric and segmented market-based businesses, and away from this product-based model. CRMs use database technology with capabilities for assessing the needs of individual customers and differentiating products to meet those needs. The customer profiles generated by a CRM can include a map of the customer's relationship with the firm, the products he or she has bought and the frequency of purchases, the demographic and psychographic profile for each customer, profitability measures, a complete contact history, and marketing and sales information containing marketing campaigns that the customer received and the customer's responses to them. With these profiles, CRMs can be used to sell additional products and services, develop new products, increase product utilization, reduce marketing costs, identify and retain profitable customers, optimize service delivery costs, retain high lifetime value customers, enable personal communications, improve customer loyalty, and increase product profitability. Page Ref: 391- 393 Difficulty: Moderate

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising? A) banner swapping B) public relations C) affiliate relationship D) sponsorship

D

Which of the following dimensions of e-commerce security is not provided for by encryption? A) nonrepudiation B) confidentiality C) message integrity D) availability

D

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

D

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 click-through rate for search engine marketing has been fairly steady over the years. C) The top three search engine providers supply over 95% of all online searches. D) Search engine advertising is the fastest growing type of online advertising.

D

Which of the following measures the ratio of items purchased to product views? A) cart conversion rate B) conversion rate C) view-to-cart ratio D) browse-to-buy ratio

D

Which of the following purchased Tumblr in May 2013? A) Facebook B) Google C) Twitter D) Yahoo

D

Application of knowledge 26) Which of the following is not true about search engine advertising? A) Spending on search engine advertising constitutes over 40% 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 Page Ref: 345-346 Difficulty: Difficult

Application of knowledge 32) Which of the following is not a primary source of ad fraud? A) browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers C) botnets hired by publishers to click on Web pages to create phony traffic D) native advertising that is displayed on a social media site

D Page Ref: 356 Difficulty: Moderate

Application of knowledge 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

D Page Ref: 361 Difficulty: Moderate

Application of knowledge 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.

D Page Ref: 376 Difficulty: Moderate

Application of knowledge 65) All of the following are fixed price strategies except: A) bundling. B) versioning. C) free pricing. D) yield management.

D Page Ref: 378 Difficulty: Moderate

Application of knowledge 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

D Page Ref: 383 Difficulty: Moderate

Application of knowledge 46) For a Web site that has 10 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) 100,000 B) 1 million C) 10 million D) 100 million

D Page Ref: 383 Difficulty: Moderate

Information technology 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.

D Page Ref: 385 Difficulty: Easy

Application of knowledge 39) View-through rate measures the ________ response rate to an ad. A) 30-minute B) 24-hour C) 7-day D) 30-day

D Page Ref: 394 Difficulty: Moderate

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

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

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

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

CRM Systems

Designed to manage all data related to customers like marketing, field service, and contact management data(Stores customers information) CUSTOMER RELATION MANAGEMENT

Marginal Cost

Extra cost of producing one additional unit of production.

T or F: A cell phone's GPS is accurate to within 5 feet of the actual location of the phone.

F

T or F: Traditional desktop marketing remains the largest part of all online marketing.

F

Application of knowledge 7) In 2014, mobile marketing grew at nearly the same rate as traditional online marketing.

FALSE Page Ref: 331 Difficulty: Moderate

T or F: Typically, the more security measures added to an e-commerce site, the slower and more difficult it becomes to use.

True

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

According to a study by the Wharton Forum on Electronic Commerce, what is the most important factor in predicting online buying behavior?

Looking for product information online.

Which of the following demographic groups had the greatest increase in Internet usage between 2002 and 2009?

Hispanics

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

The richness made possible by e-commerce technologies does which of the following?

It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

The richness made possible by e-commerce technologies does which of the following? It enables worldwide customer service and marketing communications. It reduces the cost of delivering marketing messages and receiving feedback from users. It allows consumers to become co-producers of the goods and services being sold. It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

Which of the following statements is not true about the broadband audience?

It is less intensely involved with the Internet.

Application of knowledge 69) The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

Law of One Price Page Ref: 373 Difficulty: Moderate

Application of knowledge 2) Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

TRUE Page Ref: 350 Difficulty: Difficult

Application of knowledge 13) An ad is considered viewable if half of the ad can be viewed for at least one second.

TRUE Page Ref: 356 Difficulty: Moderate

What is the first step in developing an e-commerce security plan? Create a security organization. Perform a security audit. Perform a risk assessment. Develop a security policy.

Perform a risk assessment.

________ refers to the difference between the highest and lowest prices in a market.

Price dispersion

Information technology 75) ________ is an automated, auction-based method for matching demand and supply for online display ads.

Programmatic advertising Page Ref: 355 Difficulty: Moderate

________ research combines both demographic and psychological data and divides a market into different groups based on social class, lifestyle, and/or personality characteristics.

Psychographic

Information technology 71) ________ ads involves showing the same or similar ad to individuals across multiple Web sites.

Retargeting Page Ref: 369 Difficulty: Moderate

Analytical thinking; Information technology; Written and oral communication 85) Identify and describe the various types of rich media ads and video ads and explain how each one works.

Rich media ads employ Flash, HTML5, Java, JavaScript, and animation, sound, and interactivity. These ads tend to be more about branding than sales. One type of rich media ad is an interstitial. An interstitial ad places a full-page message between the current and destination pages of a user. Interstitials are usually inserted within a single Web site and displayed as the user moves from one page to the next. The interstitial typically lasts 10 seconds or less, then moving automatically to the page the user requested. Interstitials can also be deployed over an advertising network and appear as users move among Web sites. There are four main types of video ads. Linear video ads take over the currently playing video for a certain period of time. Nonlinear video ads run at the same time as currently playing video content and do not take over the screen. In-banner video ads are triggered by the user mousing over part of a banner ad and may expand to cover more area of the screen than the banner. Finally, in-text video ads are delivered when the user mouses over relevant text. Page Ref: 350-353 Difficulty: Moderate

50) ________ is an industry-standard database query and manipulation language. A) SQL B) PHP C) DBMS D) JSP

SQL

________ is an industry-standard database query and manipulation language.

SQL

Which of the following is not true about search engine advertising?

Search engine advertising is the fastest growing type of online advertising.

Which of the following is not true about search engine advertising? Search engine advertising is the fastest growing type of online advertising. The top three search engine providers supply over 95% of all online searches. Spending on search engine advertising constitutes almost half of all online advertising spending. The click-through rate for search engine marketing has been fairly steady over the years.

Search engine advertising is the fastest growing type of online advertising.

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

SQL

Structured Query Language( held in a relational database management system (RDBMS).

T or F: About 25% of all search engine requests originate from mobile devices.

T

T or F: Brand pages on Facebook typically attract more visitors than a brand's Web site.

T

T or F: Google provides the leading location-based marketing platform.

T

Application of knowledge 4) Online traffic is driven by offline brands and shopping.

TRUE Page Ref: 338 Difficulty: Easy

Application of knowledge 6) Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

TRUE Page Ref: 340 Difficulty: Easy

Application of knowledge 5) Online shoppers tend to search for specific products they have determined in advance.

TRUE Page Ref: 340 Difficulty: Moderate

Information technology 11) Consumers tend to look at native ads more frequently than they look at display ads.

TRUE Page Ref: 354 Difficulty: Moderate

Analytical thinking; Information technology; Written and oral communication 82) Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

The Internet has had four broad impacts on marketing. First, the Internet as a communications medium has broadened the scope of marketing. Marketing messages can now easily reach a greater number of people. Second, the Internet has increased the richness of marketing communications by combining text, video, and audio content into rich messages. Some even think that the Web is a richer medium than television or video because of the complexity of messages and the huge amount of, and wide ranging, content that is available. Third, the Internet has greatly expanded the information intensity of the marketplace by providing marketers with fine-grained, detailed, real-time information about consumers as they transact in the marketplace. Fourth, the always-on, always-attached, environment created by mobile devices results in consumers being much more available to receive marketing messages. One result is an extraordinary expansion in marketing opportunities for firms. Page Ref: 382 Difficulty: Moderate

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.

Which of the following statements about a free pricing strategy is false?

The free pricing strategy was born in the early days of the Web.

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

Click-Through Rate

The number of times Web site visitors click an ad to connect to an advertiser's site

Impressions

The number of times an advertisement appears in front of the user

View-Through Rate

The percentage of viewers that visit an advertiser's site, either by clicking on an ad at the time advertised, or by visiting the advertiser's site later.

Which of the following statements about a free pricing strategy is false?

There is no sensible economic logic to giving things away for free.

Which of the following is the top reason that consumers shop on the Web rather than through other channels?

They can shop at any time of day.

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

True

The digital divide still persists along age, income, ethnic, and education dimensions.

True

Analytical thinking; Information technology; Written and oral communication 83) What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Transaction logs, which are built into Web server software, record user activity at a Web site. Log file analysis tools cull information from these files, which can contain tens to hundreds of entries for each user. Transaction log data becomes more useful when it is combined with registration form data and shopping cart data. Registration forms and shopping cart database are two other visitor generated data trails. Merchants use registration forms to gather personal data such as the name, address, phone number, zip code, e-mail address, and other optional information on the tastes and interests of the consumer. The shopping cart database captures all the item selection, purchase, and payment data. The data from transaction logs, registration forms, and the shopping cart database can also be combined with other information that users submit on product forms, contribute in chat rooms, or submit via e-mail messages to a firm to produce a veritable treasure trove of information for both individual merchant sites and for the industry as a whole. Although the transaction log represents the foundation of online data collection, it is supplemented by the use of cookies that are placed on a user's hard drive when he or she visits a site. Cookies allow a Web site to store data on a user's machine that can be retrieved later. Cookies provide Web marketers with a very quick means to identify each customer and to understand his or her prior behavior at the site. Cookies can be used to determine how many people are visiting a site, how many are repeat visitors, and how often they have visited. They also make shopping cart and quick checkout possible by allowing a site to keep track of a user as he or she adds to the shopping cart. Cookies can be combined with Web bugs to create cross-site profiles. Web beacons (sometimes called Web bugs) are graphic files that are embedded in e-mails and on Web sites. When a user opens an HTML format e-mail with an embedded Web beacon, a request is sent to the server for the graphic data. Web beacons are used to automatically transmit information about the user and the page being viewed to a monitoring server in order to collect personal browsing behavior and other personal information. Page Ref: 382-384 Difficulty: Moderate

A Trojan horse appears to be benign, but then does something other than expected. True False

True

A worm does not need to be activated by a user in order for it to replicate itself.

True

A worm does not need to be activated by a user in order for it to replicate itself. True False

True

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

True

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

True

Evidence suggests that real-time customer chat increases sales. True False

True

In order to accept payments by credit card, online merchants typically must have a merchant account established with a bank or financial institution.

True

In order to accept payments by credit card, online merchants typically must have a merchant account established with a bank or financial institution. True False

True

PayPal requires the recipient of a payment to have a PayPal account to receive funds.

True

Research shows that the two most important factors shaping the decision to purchase online are utility and trust. True False

True

Smishing attacks exploit SMS messages. True False

True

T or F: Drive-by downloads are now the most common method of infecting computers.

True

T or F: In order to accept payments by credit card, online merchants typically must have a merchant account established with a bank or financial institution.

True

T or F: Insiders present a greater security threat to e-commerce sites than outsiders.

True

T or F: Smishing attacks exploit SMS messages.

True

T or F: The U.S. federal government has historically not been in favor of the development and export of strong encryption systems.

True

The easiest and least expensive way to prevent threats to system integrity is to install anti-virus software. True False

True

a web beacon is

a cookie that carries a virus

Stickiness

a measure of a Web site's effectiveness

Transaction Log

a record of the essential data for each transaction that is processed against the database(Documents user activity on a website)

A Web beacon is: an automated applet for performing Web searches. a cookie that carries a virus. a tiny graphics file embedded in an e-mail or Web page. an executable cookie.

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

A Web bug is:

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

The practice of directly influencing the design of a core product based on market research and feedback is called ________.

closed loop marketing

The idea that people classify themselves into "affinity groups" is central to which of the following data mining techniques?

collaborative filtering

An intrusion detection system can perform all of the following functions except:

blocking suspicious activity.

Rustock is an example of which of the following?

botnet

Most of the world's spam is delivered via which of the following?

botnets

Application of knowledge 78) The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

bounce-back Page Ref: 396 Difficulty: Moderate

Wal-Mart used which of the following market entry strategies?

brand extender

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

Which of the following measures the ratio of items purchased to product views?

browse-to-buy ratio

Which of the following measures the ratio of items purchased to product views? view-to-cart ratio conversion rate cart conversion rate browse-to-buy ratio

browse-to-buy ratio

Which of the following is the most important tool in establishing a relationship with the customer? company Web site Facebook search engine display ads company CRM system

company Web site

which of the following is the most important tool in establishing a relationship with the customer

company web site

The six key dimensions to e-commerce security are nonrepudiation, authenticity, availability, integrity, privacy, and:

confidentiality.

Application of knowledge 67) Google's AdSense is an example of network keyword or ________ advertising.

context Page Ref: 347 Difficulty: Moderate

which of the following is not one of the main stages of the online purchasing process (post-purchase service and loyalty, awareness, engagement)

conversation

A digital certificate contains all of the following except the: digital signature of the certification authority. subject's private key. digital certificate serial number. subject's public key.

subject's private key.

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.

Acquisition rate is a measure of the: percentage of shoppers who do not return within a year after their initial purchase. percentage of visitors who become customers. percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. percentage of existing customers who continue to buy on a regular basis.

percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

Conversion rate is a measure of the: percentage of shoppers who do not return within a year after their initial purchase. percentage of visitors who become customers. percentage of existing customers who continue to buy on a regular basis. percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

A(n) ________ profile describes an individual's set of needs, drives, motivations, perceptions and learned behaviors.

psychological

to answer a question like "at what time of day does our company sell the most products?" you would use ___ data mining

query-driven

Application of knowledge 74) To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

query-driven Page Ref: 389 Difficulty: Moderate

All of the following statements are true except: A) online prices have been increasing relative to offline prices. B) relative dispersion of prices for online goods has decreased. C) price dispersion is less for commodities than for differentiated products. D) depending on the seller, there can be large differences in price sensitivity for the same products.

relative dispersion of prices for online goods has decreased.

which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019

rich media

which of the following is not true about search engine advertising

search engine advertising is the fastest growing type of online advertising

Symmetric key encryption is also known as: public key encryption. secret key encryption. PGP. PKI.

secret key encryption.

Which of the following is the top concern of Internet users about purchasing online?

security of credit card information

Application of knowledge 76) The ________ effect refers to consumers shopping in stores and then purchasing online.

showrooming Page Ref: 334 Difficulty: Moderate

All of the following are examples of malicious code except:

sniffers.

Which of the following is an example of an indirect reference group?

social class

all of the following are "traditional" online marketing tools except (affiliate marketing, sponsorship marketing)

social marketing

All of the following are traditional online marketing tools except: e-mail and permission marketing. sponsorship marketing. affiliate marketing. social marketing.

social marketing.

Which of the following measures the average length of stay at a Web site?

stickiness

None of the following payment systems offers immediate monetary value except: credit cards. personal checks. stored value/debit card. accumulating balance.

stored value/debit card.

A digital certificate contains all of the following except the:

subject's private key.