Ch 6 Quiz

In 2017, almost ________ of the U.S. population regularly used the Internet. a) 75% b) 85% c) 45% d) 55%

b) 85%

Amazon's Associates program is an example of which of the following? a) local marketing b) affiliate marketing c) lead generation marketing d) viral marketing

b) affiliate marketing

Which of the following industries accounts for the highest percentage of spending on online advertising? a) financial services b) retail c) automotove d) entertainment

b) retail

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site? a) transaction logs b) registration forms c) cookies d) data warehouses f

c) cookies

The Nike iD program is an example of which of the following marketing techniques? a) permission marketing b) transactive content c) customer co-production d) price discrimination

c) customer co-production

The marketing technique known as ________ involves merchants offering many products for which there is little demand. a) flash marketing b) yield management c) long tail marketing d) bait-and-switch

c) long tail marketing

Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021? a) paid search b) sponsorships c) rich media d) search engines

c) rich media

Which of the following measures the average length of stay at a website? a) retention rate b) loyalty c) stickiness d) page views.

c) stickiness

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

d) a tiny graphics file embedded in an e-mail or web page

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? a) richness b) ubiquity c) information density d) universal standards

d) universal standards