E-Commerce Mid-Term 5,6,7,8
Around how many apps do users regularly use a month? 17 27 57 37
27
View-through rate measures the ________ response rate to an ad. 7-day 30-day 30-minute 24-hour
30-day
How many retail-oriented apps are among the top 25 apps? 1 2 3 4
4
How long does copyright protection extend for corporate-owned works? 25 years 50 years 75 years 95 years
95 years
Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society? The Golden Rule Universalism The Collective Utilitarian principle The Social Contract rule
The Collective Utilitarian principle
________ is the leading mobile retailer in the United States. Amazon Walmart QVC Google
Amazon
According to Ponemon Institute's 2015 survey, which of the following was not among the causes of the costliest cybercrimes? Malicious insiders Botnets Denial of service Malicious code
Botnets
All of the following marketing tools on Facebook require payment except: Mobile Ads. News Feed Page Post Ads. Right-Hand Sidebar Ads. Brand Pages.
Brand Pages.
Which of the following protects original forms of expression in a tangible medium? Trade secret law Copyright law Patent law Trademark law
Copyright law
Which of the following is not an example of an access control? Login passwords Firewalls Digital signatures Proxy servers
Digital signatures
Which of the following involves using a variety of tools to encourage users to interact with content and brand? Engagement Dark social Social density Amplification
Engagement
Which of the following is the top app in terms of both audience size and share of time spent? iTunes Twitter Facebook YouTube
Which of the following statements is not true? Facebook's mobile ad revenues are its fastest growing revenue stream. Over 90% of Facebook's monthly active users access Facebook via a mobile device at least some of the time. Mobile ads are displayed in users' News Feeds. The only way to access Facebook from a mobile device is to use a mobile app.
The only way to access Facebook from a mobile device is to use a mobile app.
The AdChoices program is an industry-sponsored initiative to encourage Web sites to be more transparent about how they use personal information and to make it more likely that appropriate ads are shown to users. True False
True
For a website that has 1 million visitors a month, and where, on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month. 50 million 50,000 5 million 500,000
5 million
All of the following are among those most frequently affected by ad-blocking except: Social network sites. Gaming sites. Newsgroup/forums. Online retailers.
Online retailers.
Which of the following statements about Pinterest is not true? Pinterest users are overwhelmingly female. Pinterest enables users to integrate their pins into their Facebook news Feeds and Twitter streams. Pinterest is the only one of the major social networks that does not accept paid advertising. Pinned photos and photo boards are available to all Pinterest users.
Pinterest is the only one of the major social networks that does not accept paid advertising.
What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)? Require firms to have consumers affirmatively opt-in before PII is collected. Require firms to allow consumers to opt-out before PII is collected. Make collection of PII illegal. Require robust notice only before PII is collected.
Require firms to have consumers affirmatively opt-in before PII is collected.
Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost? The Slippery Slope Risk Aversion No Free Lunch The Collective Utilitarian principle
Risk Aversion
Which of the following is the most common protocol for securing a digital channel of communication? SSL/TLS VPN HTTP DES
SSL/TLS
Symmetric key cryptography is also known as: Public key cryptography. PKI. Secret key cryptography. PGP.
Secret key cryptography.
Uber has been criticized for using which of the following? Flash marketing Surge pricing Bundling Freemium
Surge pricing
All the following statements about symmetric key cryptography are true except: In symmetric key cryptography, both the sender and the receiver use the same key to encrypt and decrypt a message. Symmetric key cryptography is a key element in digital envelopes. The Data Encryption Standard is a symmetric key encryption system. Symmetric key cryptography is computationally slower.
Symmetric key cryptography 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. Targeted banner ads. Online catalogs. Search engines.
Targeted banner ads.
Which of the following is a tiered notice and response system aimed at reducing copyright infringement over P2P networks? The CAS FIP Surfright The Open Internet Order
The CAS
Which of the following statements about Canada's anti-spam law is not true? The law has no impact on companies located within the United States. The law applies to e-mail, texts, and social media messaging. Canada's law is based on an opt-in model. The first phase of the law went into effect in 2014.
The law has no impact on companies located within the United States.
The second most popular social network in terms of average minutes per visitor is: Pinterest. Instagram. Tumblr. LinkedIn.
Tumblr.
Facebook News Feeds include all of the following except: Tweets. Status updates. Likes. App activity.
Tweets
All of the following are examples of dark social except: SMS texts. Snapchat. E-mail. Tweets.
Tweets.
Which of the following dimensions of e-commerce security does not involve encryption? Availability Nonrepudiation Confidentiality Message integrity
Availability
"Do Not Track" falls under which of the following principles in the FTC's new privacy framework? Privacy by Design Simplified Choice Greater Transparency Scope
Simplified Choice
Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users? Engagement Social density Information density Amplification
Social density
Most adult social network participants do not have any expectation of personal privacy when using a social network. True False
False
Which of the following is the first step in the social marketing process? Community Engagement Amplification Fan acquisition
Fan acquisition
Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision? The Golden Rule Universalism The Collective Utilitarian principle The Social Contract rule
The Golden Rule
Amazon's Associates program is an example of which of the following? Affiliate marketing Viral marketing Lead generation marketing Local marketing
Affiliate marketing
Encouraging users to click a Like button is an example of which step in the social marketing process? Community Fan acquisition Amplification Brand strength
Amplification
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? Dark social Engagement Amplification social density
Amplification
To allow lower-level employees access to the corporate network while preventing them from accessing private human resources documents, you would use: Access controls. Security tokens. An authorization management system. An authorization policy.
An authorization management system.
Angler is an example of: Hacktivism. Phishing. A worm. An exploit kit.
An exploit kit.
Which of the following statements is not true? Biometric devices reduce the opportunity for spoofing. A retina scan is an example of a biometric device. Biometric data stored on an iPhone is encrypted. Apple's Touch ID stores a user's actual fingerprint.
Apple's Touch ID stores a user's actual fingerprint.
According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets? Around 75% Around 35% Around 33% Around 50%
Around 33%
________ refers to the ability to identify the person or entity with whom you are dealing on the Internet. Integrity Authenticity Nonrepudiation Availability
Authenticity
All of the following are prominent hacktivist groups except: Avid Life. LulzSec. Impact Team. Anonymous.
Avid Life.
A ________ is a repository of customer information that records all of the contacts a customer has with a firm, and generates a customer profile that is available to appropriate individuals in the firm. Transactive content system CRM system Customer service chat system Data warehouse
CRM system
Which of the following is the most important tool in establishing a relationship with the customer? Facebook Company CRM system Company website Search engine display ads
Company website
The Nike iD program is an example of which of the following marketing techniques? Customer co-production Permission marketing Transactive content Price discrimination
Customer co-production
The attack on Dyn, Twitter, Amazon, and other major organizations in October 2016, is an example of which of the following? Browser parasite MitM attack DDoS attack SQL injection attack
DDoS attack
Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools? Amplification Dark social Social density Engagement
Dark social
Which of the following is not an example of a PUP? Adware Spyware Browser parasite Drive-by download
Drive-by download
Malware that comes with a downloaded file requested by a user is called a: Backdoor. PUP. Trojan horse. Drive-by download.
Drive-by download.
Proxy servers are also known as: Packet filters. Application gateways. Firewalls. Dual home systems.
Dual home systems.
Which of the following basic ethical concepts plays an important role in defining privacy? Responsibility Accountability Liability Due process
Due process
Which of the following online advertising formats involved the least amount of spending in 2016? Classifieds E-mail Search Rich media
Which of the following is the most popular use for mobile devices? Socializing Performing tasks, such as finances Entertainment Shopping
Entertainment
Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook? PTAT FBX Amplify DoubleClick
FBX
Facebook's share price fell dramatically after its IPO because investors feared that: Privacy concerns were driving users away. New social networks such as Instagram were cannibalizing facebook's audience. Facebook would be unable to increase advertising revenues fast enough to justify its price. Facebook's new marketing solutions would be difficult to monetize.
Facebook would be unable to increase advertising revenues fast enough to justify its price.
In the United States, Google is required to remove results from its search engine if requested. True False
False
The Children's Internet Protection Act (CIPA) prohibits Web sites from collecting information on children under the age of 13. True False
False
The opt-out model for informed consent requires an affirmative action by the consumer before a company can collect and use information. True False
False
The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions. True False
False
The number of people exposed to pins is a measure of which of the following? Engagement Community Fan acquisition Brand strength
Fan acquisition
The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time. Long tail marketing Bait-and-switch Yield management Flash marketing
Flash marketing
Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products? Richness Interactivity Information density Global reach
Global reach
Which of the following requires financial institutions to inform consumers of their privacy policies and permits consumers some control over their records? Freedom of Information Act Gramm-Leach-Bliley Act COPPA HIPAA
Gramm-Leach-Bliley Act
Which of the following is the leading cause of data breaches? Theft of a computer DDoS attacks Hackers Accidental disclosures
Hackers
Which of the following would you use as a framework for working with your company's big data sets? SQL Data warehouse Hadoop Profiling
Hadoop
Which of the following statements about Facebook Exchange is not true? It involves cookies. It is a social search engine. It competes with DoubleClick. It allows advertisers to target ads.
It is a social search engine.
Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? Promoted Account Lead Generation Card Promoted Tweet Promoted Trend
Lead Generation Card
The sharing of a user's stored cookie information between Web sites and without the user's knowledge is: Legal in the United States but illegal in Europe. Illegal in the United States but legal in Europe. Legal in both the United States and Europe. Illegal in both the United States and Europe.
Legal in the United States but illegal in Europe
The overall rate of online credit card fraud is ________ of all online card transactions. Around 5% Less than 1% Around 10% Around 15%
Less than 1%
Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers? Open Graph Like button Whatsapp hashtags
Like Button
Which of the following accounts for the most time people spend using a mobile device? Reading news and magazines Listening to music Social networks Watching video
Listening to music
Which of the following is not true about social marketing? More than 50% of Twitter's ad revenues are generated by desktop users. The top seven social networks account for over 90% of all visits. In social marketing, business cannot tightly control their brand messaging. Social marketing differs markedly from traditional online marketing.
More than 50% of Twitter's ad revenues are generated by desktop users.
Which of the following is not one of the four main methods advertisers use to behaviorally target ads? Nielsen ratings Clickstream data Data collected from social networks Integration of online data with offline data
Nielsen ratings
________ refers to the ability to ensure that e-commerce participants do not deny their online actions. Integrity Availability Authenticity Nonrepudiation
Nonrepudiation
Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data? Notice/Awareness Choice/Consent Access/Participation Security
Notice/Awareness
Hits are a measure of the: Number of times an ad is served. Number of pages viewed. Number of HTTP requests. Number of times an ad is clicked.
Number of HTTP requests.
Which of the following is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app? Whatsapp Messenger Open Graph Like button
Open Graph
All of the following statements about PKI are true except: the term PKI refers to the certification authorities and digital certificate procedures that are accepted by all parties. PKI guarantees that the verifying computer of the merchant is secure. The acronym PKI stands for public key infrastructure. PKI is not effective against insiders who have a legitimate access to Corporate systems including customer information.
PKI guarantees that the verifying computer of the merchant is secure.
All of the following are used for authentication except: Digital signatures. Packet filters. Certificates of authority. Biometric devices.
Packet filters.
Google introduced ________ to its search algorithm to weed out low-quality sites from search results. Knowledge Graph Panda Hummingbird Penguin
Panda
Which of the following is not true about mobile marketing? A substantial part of mobile marketing should be counted as social marketing. People use most of their mobile minutes while they are on the go. In 2016, spending on mobile marketing will comprise over 60% of the amount spent on all types of online marketing. Mobile marketing is the fastest growing form of online marketing.
People use most of their mobile minutes while they are on the go.
Automatically redirecting a web link to a different address is an example of: DDoS attack. Sniffing. Pharming. Social engineering.
Pharming.
Which of the following allows a user to buy products directly on its site and pay with Apple Pay? Twitter Snapchat Pinterest LinkedIn
Which of the following is not one of the four basic principles shared by ethical schools of thought in western culture? Accountability Privacy Due process Liability
Privacy
Which of the following is an automated, auction-based method for matching supply and demand for online display ads? Retargeting Programmatic advertising Keyword advertising Behavioral targeting
Programmatic advertising
All of the following are Pinterest marketing tools except: Rich Pins. Promoted Pins. Promoted Accounts. Brand pages.
Promoted Accounts.
Which of the following is another term for amplification? Conversation rate Impressions Conversion ratio Reach
Reach
All of the following are "traditional" online marketing tools except: E-mail and permission marketing. Social marketing. sponsorship marketing. affiliate marketing.
Social marketing.
Which of the following is not a practice that degrades the results and usefulness of search engines? Click fraud Content farms Social search Link farms
Social search
Software that is used to obtain private user information such as a user's keystrokes or copies of e-mail is referred to as: Browser parasite. Adware. Spyware. A backdoor.
Spyware.
A digital certificate contains all of the following except the: Digital certificate serial number. Subject's public key. Subject's private key. Digital signature of the certification authority.
Subject's private key.
Which of the following statements about the Internet's impact on marketing is not true? The Internet has expanded the information intensity of the marketplace. The Internet has increased the richness of marketing communications. The Internet has broadened the scope of marketing communications. The Internet has decreased the impact of brands.
The Internet has decreased the impact of brands.
Which of the following statements about industry self-regulation regarding privacy is not true? OPA members are required to implement the OPA's privacy guidelines. The primary focus of industry efforts has been the use of online "seals" that attest to the site's policies. Industry efforts have not so far succeeded in reducing American fears of privacy invasion. The NAI's privacy policies have established the TRUSTe seal.
The NAI's privacy policies have established the TRUSTe seal.
Which ethical principle states that if an action cannot be taken repeatedly, then it is not right to take at all? Universalism The Slippery Slope The Social Contract rule The Golden Rule
The Slippery Slope
Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society? The Golden Rule Risk Aversion The Slippery Slope The Social Contract rule
The Social Contract rule
Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? Information density Universal standards Richness Ubiquity
Universal standards
Creating multiple variations of information goods and selling these to different market segments at different prices is called: Customization. Bundling. Dynamic pricing. Versioning.
Versioning.
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? Lead generation marketing Native advertising Affiliate marketing Viral marketing
Viral marketing
Which of the following was the object of the FTC's highest penalty for a COPPA violation to date? W3 Innovation Yelp Snapchat Disney's Playdom
W3 Innovation
________ is the current standard used to protect Wi-Fi networks. TLS WPA2 WPA3 WEP
WPA2
Which of the following is not a major provider of mobile display advertising? MoPub AdMob iAd Webtrends
Webtrends
All of the following are fixed price strategies except: Free pricing. Versioning. Bundling. Yield management.
Yield management.
Which of the following is an example of an online privacy violation? Your e-mail being altered by a hacker Your online purchasing history being sold to other merchants without your consent Your computer being used as part of a botnet Your e-mail being read by a hacker
Your online purchasing history being sold to other merchants without your consent
The European Data Protection Directive prohibits the transfer of PII to organizations or countries that do not have similar privacy protection policies. True False
True
The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation. True False
True
Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages? Twitter Facebook Instagram Pinterest
By 2018, it is estimated that advertisers will be spending ________ on mobile marketing. $700 million $7 billion $70 billion $70 million
$70 billion
How many hours a month does the average Facebook user spend on Facebook? 8 28 18 38
18
In 2016, mobile marketing will be about ________% of all online marketing. 25 75 55 65
65
Which of the following statements about a free pricing strategy is false? It is difficult to convert free customers into paying customers. The free pricing strategy was born in the early days of the Web. Free products and services can help build market awareness. Free products and services can knock out potential and actual competitors.
The free pricing strategy was born in the early days of the Web.
