E-Commerce Test 2

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The two different types of online catalogs are: A) full-page spreads and grid display. B) web-based and direct mail. C) multi-item display and single-item display. D) rich media/video and display.

A) full-page spreads and grid display.

76) Which of the following measures the average length of stay at a website? A) loyalty B) stickiness C) page views D) retention rate

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

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

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

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

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.

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.

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

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

B) 5

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

B) Authenticity

Which of the following companies utilizes a transaction fee revenue model? A) WSJ.com B) E*Trade C) Twitter D) Sears.com

B) E*Trade

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

A tiny graphics file embedded in an email or web page

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

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

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

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

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

A firm's ________ describes how a firm will produce a superior return on invested capital. A) value proposition B) revenue model C) market strategy D) competitive advantage

B) revenue model

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

B) stickiness

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

B) the Internet's similarity to telephone networks.

The addresses used by browsers to identify the location of content on the Web are called: A) domain names. B) uniform resource locators. C) IP addresses. D) Hypertext Transfer Protocol.

B) uniform resource locators

Key Industry Strategic Factors

Barriers to entry Power of suppliers Power of customers Sub products Industry value chain Nature of intra-industry competition

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

Botnets

Eight of the top ten fastest-growing e-commerce merchants from 2003 to 2013 were: virtual merchants. bricks-and-clicks companies. catalog merchants. manufacturer-direct firms.

Bricks-and-clicks companies

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

Browse-to-buy ratio

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

16) 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

19) Amazon's Associates program is an example of which of the following? A) viral marketing B) local marketing C) affiliate marketing D) lead generation marketing

26) 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.

29) 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.

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

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.

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

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

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

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

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

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

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

Which of the following is not a unique feature of e-commerce technology? A) interactivity B) social technology C) global broadcasting D) richness

C) global broadcasting

A(n) ________ profile describes an individual's set of needs, drives, motivations, perceptions and learned behaviors. A) psychographic B) opinion C) psychological D) lifestyle

C) psychological

Which of the following helps you understand the marketing effectiveness of your e-commerce site? A) shopping cart B) product database C) site tracking and reporting system D) inventory management system

C) site tracking and reporting system

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

CAN-SPAM prohibits unsolicited e-mail (spam).

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. customer service chat system CRM system data warehouse transactive content system

CRM system

Downloading music tracks owned by record companies without paying for them is an example of a violation of: patent law. copyright law. trademark law. privacy law.

All of the following are limitations of the existing online credit card payment systems except:

Cost to consumers

All of the following products are considered durable goods except: A) automobiles. B) clothing. C) appliances. D) furniture.

B) clothing.

31) 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.

52) 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) information density D) universal standards

57) 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.

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

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

Which of the following is not an example of a social network? A) Twitter B) LinkedIn C) Facebook D) Wikipedia

D) Wikipedia

All of the following are basic functionality provided by Web servers except: A) site management tools. B) data capture tools. C) security services. D) a shopping cart.

D) a shopping cart.

Which of the following segments of the U.S. retail industry is the smallest? A) consumer durables B) gasoline and fuel C) specialty stores D) online retail

D) online retail

Which element of the business model addresses the question of why a customer should buy from the firm? A) revenue model B) competitive advantage C) market strategy D) value proposition

D) value proposition

Many company servers and even countries (Estonia and Georgia for example) have been shut down by what type of computer attack?

DDoS

Which of the following left the WikiLeaks Web site effectively inoperable in August 2012?

DDoS attack

Which of the following statements is not true? Desktop search revenues are increasing for Google. Mobile ads account for only 16% of Google's overall ad revenue. Mobile search ads generate about $8 billion a year for Google. Google charges more for desktop ads than it charges for mobile ads.

Desktop search revenues are increasing for Google

Bitcoins are an example of:

Digital cash

All of the following are examples of an access control?

Digital signatures

Gross margin is defined as gross profit: minus total operating expenses. divided by net sales revenues. divided by cost of sales. minus net income.

Divided by net sales revenues

As economists had envisioned, prices of products sold on the Web are consistently lower than elsewhere and the online marketplace is characterized by decreasing price dispersion.

FALSE

Barriers to entry into the e-tail marketplace are high.

FALSE

Bundling is the process of creating multiple versions of a good and selling essentially the same product to different market segments at different prices.

FALSE

Display ads produce the highest click-through rates.

FALSE

Most first movers have the complementary resources needed to sustain their advantage.

FALSE

Online retailing is one of the largest segments of the retail industry.

FALSE

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

Facebook Offers

A cell phone's GPS is accurate to within 5 feet of the actual location of the phone.

False

An interstitial ad is typically contained in a pop-up window that the user must close in order to continue.

False

By 2012, social marketing had overtaken mobile marketing

False

Consumers are primarily price-driven when shopping on the Internet

False

Facebook does not sell display ads

False

Facebook has more unique monthly visitors than LinkedIn, Twitter, Pinterest, Tumblr, and Instagram combined.

False

Price is more important than convenience as a factor in online purchase decisions.

False

The Unlawful Internet Gambling Enforcement Act has eliminated all online gambling in the United States

False

The online mortgage industry has transformed the process of obtaining a mortgage.

False

The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.

False

All of the following are data elements that are often gathered by e-commerce sites except: family member identities. photograph. location. address.

Family member identities

Steps in social marketing

Fan Acquisition Engagement Amplification Community Brand Strength (sales)

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

Firewall

Hits are a measure of the:

Number of HTTP requests

________ is collected data that can be used to identify and locate an individual A personal profile P3P Anonymous information PII

PII

________ is collected data that can be used to identify and locate an individual.

PII

All of the following are used for authentication except:

Packet filters

Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years? copyright law trade secret law patent law trademark law

Patent Law

What is the first step in developing an e-commerce security plan?

Perform a risk assessment

All of the following are strategic factors that pertain specifically to a firm and its related businesses except: core competencies. synergies. technology. power of customers.

Power of customers

Which of the following can be used to record all keyboard activity of a user? shopping carts trusted computing environments spyware DRM

Spyware

Which of the following measures the average length of stay at a Web site? loyalty stickiness recency retention rate

Stickiness

none of the following payment systems offers immediate monetary value except:

Store value/debit card

P2P payment systems are a variation on what type of payment system?

Stored value payment system

A digital certificate contains all of the following except the:

Subject's private key

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

Targeted banner ads

Brand pages on Facebook typically attract more visitors than a brand's Web site.

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

Transaction logs are built into Web server software

True

The second most popular social network in terms of average minutes per visitor is: Google+. Pinterest. LinkedIn. Tumblr.

Tumblr

If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:

Unique visitors

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

Universal standards

Two most important factors shaping the decision to purchase online

Utility and Trust

Which of the following is the current standard used to protect Wi-Fi networks?

WPA2

The Internet Layer of TCP/IP is responsible for:

addressing, packaging, and routing messages.

SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure

amplification

What are the three types of hackers as noted in the readings? Provide an explanation of what the difference is among them.

blackhat-criminals to get money whitehat-hired by companies to expose flaws greyhat- for a cause

Rustock is an example of which of the following?

botnet

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

botnets

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

browsing

Virtual merchants face potentially large costs for all of the following except: building and maintaining a Web site. building and maintaining physical stores. building an order fulfillment infrastructure. developing a brand name.

building and maintaining physical stores

Usage metering

congestion pricing -paying more during peak hours/times

Firms can use the Internet to liberate "trapped values". List three (3) of these trapped values:

create more efficient markets, enable ease of access, create more efficient systems

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

credit cards

Which of the following is not a major trend in the online recruitment services industry? disintermediation localization social networking consolidation

disintermediation

________ refers to the displacement of market middlemen.

disintermediation

The natural language convention used to represent IP addresses is called the:

domain name system.

All of the following statements about public key data encryption are true except,

ensures authentication of the sender

In a Public Key encryption system, which of the following is used to encrypt the sender's original message?

receivers public key

Botnets are typically used for all the following

sending spam, participating in a DDOS attack, stealing information from computers, storing network traffic for analysis

__________ is a comprehensive security protocol which is more secure than _________ which is partly on the consumer's computer and does not require special software

set, ssl

Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying? richness interactivity social technology ubiquity

social technology

Software that is used to obtain private user information such as a user's keystrokes or copies of e-mail is referred to as:

spyware

All of the following statements about symmetric key encryption are true except:

symmetric key encryption is computationally slower

Which of the following is not a key industry strategic factor? synergies barriers to entry industry value chain existence of substitute products

synergies

All of the following statements about the Digital Millennium Copyright Act (DMCA) are true except: the DMCA makes it illegal to circumvent technological measures to protect works. the DMCA makes Internet Service Providers (ISPs) responsible and accountable for hosting Web sites or providing services to infringers regardless of whether the ISP is aware of infringement. the DMCA requires search engines to block access to infringing sites. the DMCA allows libraries to make digital copies of works for internal use only.

the DMCA makes Internet Service Providers (ISPs) responsible and accountable for hosting Web sites or providing services to infringers regardless of whether the ISP is aware of infringement.

All of the following statements about the online insurance industry are true except: the Internet has dramatically changed the insurance industry's value chain. Web sites of almost all the major firms provide the ability to obtain an online quote. Internet usage has led to a decline in term life insurance prices industry-wide. the industry has been very successful in attracting visitors searching for information.

the Internet has dramatically changed the insurance industry's value chain.

All of the following statements about the MOTO sector are true except: compared to general merchandisers, the transition to e-commerce has been easier for MOTO firms. the MOTO sector is also referred to as the specialty store sector. MOTO was the last technological revolution that preceded e-commerce. distribution of catalogs is one of MOTO retailers' biggest expenses.

the MOTO sector is also referred to as the specialty store sector.

All of the following statements about secret key encryption are true except,

the encryption is computationally slower.

All of the following were factors that precipitated the growth of MOTO except: the national toll-free call system. the growth of the cellular phone industry. falling long distance telecommunications prices. the growth of the credit card industry.

the growth of the cellular phone industry.

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

two-factor authenticiation

Cyberpiracy

typosquatting

According to User Interface Engineering Organization (UIE), which of the following was found to have the strongest correlation to a successful branding of products and services?

user's success at finding product information on the website

A social consequence of the richness of Internet information is: an increase in shallowness. an increase in the ease of creating misleading information. very persuasive messages might reduce the need for multiple independent sources of information. an increase in vulnerability to hacking attacks.

very persuasive messages might reduce the need for multiple independent sources of information.

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

virtual currency

In the address http://www.company.com/clients.html, which of the following is the top-level domain?

.com

Current liabilities are debts of the firm that will be due within: three months. six months. one year. two years.

1 year

Process for analyzing ethical dilemas

1) Identify & describe FACTS 2) Define CONFLICT and identify higher order values involved 3) Identify STAKEHOLDERS 4) identify OPTIONS that you can take 5) Identify CONSEQUENCES

Comparison shopping sites drive approximately ______ % of e-commerce. 15 30 50 75

15%

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

About 25% of all search engine requests originate from mobile devices

True

Above all, e-commerce is a(n) ________ -driven phenomenon. A) technology B) government C) marketing D) user

A) technology

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

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

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

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

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

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

________ is a model of computing in which firms and individuals obtain computing power and software applications over the Internet, rather than purchasing and installing it on their own computers. A) Client/server computing B) P2P computing C) Broadband computing D) Cloud computing

D) Cloud computing

Most important theme in online retailing:

Effort to integrate online and offline operations

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

Entertainment

Purposes of a Website

Establish brand Identity Sell

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

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

Craigslist is a player in which of the following online services market? real estate services and career services insurance services and brokerage services travel services online accounting services

Teal estate services and career services

All of the following are factors in contributing to the increase in cybercrime except:

The Internet's similarity to telephone networks

An interstitial ad is typically contained in a pop-up window that the user must close in order to continue.

false

Approximately ________ of annual offline retail sales is influenced by online browsing

one-third

Search engine advertising and marketing expenditures in 2013 were approximately:

$19.5 Billion

In 2013, online retail revenues were approximately: $ $2.6 billion. $26 billion. $260 billion. $2.6 trillion

$260 billion

In 2013, mobile commerce revenues are approximately: $39 million. $390 million. $3.9 billion. $39 billion.

$39 billion

The research firm Cybersource estimated that online credit card fraud in the United States amounted to about BLANK in 2012:

3.5 billion

View-through rate measures the ________ response rate to an ad. (time)

30-day

Display ads constitute about ________ % of mobile ad spending.

33%

A typical response rate for an e-mail campaign would be ________ %.

Online bill payments now accounts for BLANK of all bill payments:

50%

The Data Encryption Standard uses a BLANK bit key

Personal consumption of retail goods and services accounts for approximately ________ % of the United States GDP. 15 25 50 70

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.

89%

"Shoppers" constitute approximately ________ % of the online Internet audience.

15) 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 online data with offline data D) clickstream data

18) 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

22) The percentage of all e-mail that is spam averaged around ________% in 2016. A) 53 B) 63 C) 73 D) 83

25) Which of the following is the most important tool in establishing a relationship with the customer? A) company website B) company CRM system C) Facebook D) search engine display ads

28) 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

34) Google's AdSense is an example of which of the following? A) context advertising B) SEO C) programmatic advertising D) viral marketing

35) Which of the following is based on the idea of complete price transparency in a perfect information marketplace? A) the Law of One Price B) dynamic pricing C) price discrimination D) versioning

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

61) To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining. A) query-driven B) customer profiling C) model-driven D) behavioral

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

________ 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

73) 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.

74) 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.

81) Which of the following measures the percentage of e-mails that could not be delivered? A) abandonment rate B) unsubscribe rate C) bounce-back rate D) attrition rate

82) Which of the following is the most meaningful metric for video ads? A) view time B) click-through rate C) completion rate D) skip rate

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.

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%

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

Curalate

Relational Database

Represents data as 2-dimensional tables w/ records organized in rows and attributes in columns

The amount spent on online advertising in 2011 accounts for approximately 20 percent of the total amount spent on all advertising.

TRUE

The annual maintenance cost for a Web site is likely to be as high as its development cost.

TRUE

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

TRUE

The online mortgage industry has transformed the process of obtaining a mortgage.

TRUE

The power of suppliers is a key industry strategic factor.

TRUE

The sole purpose of marketing communications is sales.

TRUE

The terms revenue model and financial model can be used interchangeably.

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

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

True

The Children's Internet Protection Act (CIPA) requires schools and libraries in the United States to install technology protection measures in an effort to shield children from pornography.

True

The Children's Online Privacy Protection Act (COPPA) prohibits Web sites from collecting information on children under the age of 13.

True

The European Data Protection Directive prohibits the transfer of PII to organizations or countries that do not have similar privacy protection policies.

True

The FTC's privacy approach is now focused on targeting practices that are likely to cause harm or unwarranted intrusion into consumers' daily lives.

True

The Reinvention period of e-commerce is as much a sociological phenomenon as it is a technological or business phenomenon

True

The cost of sending 10,000 e-mails in an advertising campaign is about the same as sending 5,000.

True

Which of the following protects original forms of expression in a tangible medium? trade secret law copyright law patent law trademark law

Profiling

Creation of digital images that characterize online individual and group behavior

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

Disney's Playdom

Studies of the effects of social "connectedness" on Internet purchases indicate that the more "connected" an individual:

Do their own thing

Over which of the following does ICANN have authority?

Domain name system

Malware that comes with a downloaded file that a user requests is called a:

Drive-by download

Which of the following is not an example of a PUP?

Drive-by download

Which of the following basic ethical concepts plays an important role in defining privacy? responsibility accountability liability due process

Due Process

Basic Ethical Concepts

Due Process Ethics Accountability Liability Responsibility

Online shoppers tend to browse for available products rather than search for specific products they have determined in advance.

FALSE

The major impact of Internet real estate sites is in enabling online-only property transactions.

FALSE

Which social marketing proved the most effective for ExchangeHunterJumper.com? Facebook YouTube Pinterest Instagram

Facebook

Which of the following statements is not true? About 30% of Facebook's ad revenue is 2013 is expected to come from its mobile ad platform. Facebook Home is Facebook's app for iOS devices. Mobile ads are displayed in users' News Feeds. Facebook's mobile ad revenues are growing at an estimated 40% in 2013.

Facebook Home is Facebook's app for iOS devices

All of the following statements about public key encryption are true except:

Public key encryption ensures authentication of the sender

The lower the cost of sales compared to ________, the higher the gross profit. assets revenue gross margin operating expenses

Revenue

Which of these job recruitment sites is a job site aggregator? SimplyHired Craigslist Monster CareerBuilder

SimplyHired

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

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

Social Contract

Surveys have found that the least influential online marketing format for driving consumers to purchase is: the retailer's Web site. display ad campaigns. social networks. e-mail campaigns.

Social Networks

Software that is used to obtain private user information such as user's keystrokes or copies of e-mail is referred to as:

Spyware

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

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

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

_________ is a secure message-oriented communications protocol in conjunction with HTTP.

TCP/IP

A value proposition defines how a company's product or service fulfills the needs of a customer.

TRUE

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

TRUE

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

TRUE

E-commerce as we know it today would not exist without the Internet and the World Wide Web.

TRUE

E-commerce is a major conduit and generator of offline commerce.

TRUE

Groupon is an example of local commerce.

TRUE

Households with incomes of below $75,000 are obtaining Internet access at faster rates than households with incomes above that level.

TRUE

In 2011, the number of online buyers is around 150 million.

TRUE

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

TRUE

In the United States, banks, insurance firms, and brokerage firms are prohibited from having significant financial interests in one another.

TRUE

Online advertising methods include banner ads, video ads, and referrals.

TRUE

Using prebuilt templates is typically one of the most cost-effective choices when building a Web site.

TRUE

Wireless Web technology reduces barriers to Internet access.

TRUE

Which of the following is not one of the issues complicating the taxation of e-commerce sales? Taxes raised are used for different government purposes. Sales taxes and policies vary by state and country. Retailers legally only have to charge sales tax if they have operations located in the same state as a consumer. Small online businesses are unable to manage sales taxes to thousands of different jurisdictions.

Taxes raised are used for different government purposes.

The Internet has resulted in lower search costs, increased price comparison, and lower prices to consumers for which insurance product line? term life insurance automobile insurance health insurance property and casualty insurance

Term life insurance

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

Firewall

Where are privacy rights explicitly granted?

Constitution Statues and regulations Common law

Ways to track files

Cookies Flash cookies Beacons Apps

3 types of Intellectual Property Protection

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

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.

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

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.

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

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.

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

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

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

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

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

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

Which of the following is another term for amplification? impressions reach conversation rate conversion ratio

Reach

Online career sites are being threatened by both job search engines and aggregators.

TRUE

Over 70 million households now use online banking.

TRUE

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

TRUE

Price is the top factor in online purchase decisions.

TRUE

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

TRUE

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

% of visitiors who indicate and interest in a site's products by registering or visiting a product's pages

Approximately ________ of annual offline retail sales is influenced by online browsing.

1/3

Companies are not permitted to collect personal information from children under the age of ________ without parental consent.

The Galactic Networking Concept was developed in what year

1962

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

2.3 billion

Online bill payments are believed to cost BLANK to process compared to BLANK for paper bills:

20 to 30 cents, 3 to 7

The research firm Cybersource estimated that online credit card fraud in the United States amounted to about BLANK in 2012.

3.5 billion

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

About 30% of online adults use pinterest

In ________, all of a customer's financial (and even nonfinancial) data are pulled together at a single personalized Web site. account aggregation a financial portal integrated financial services EBPP systems

Account aggregation

Which of the following is not a feature that is driving the growth of social marketing and advertising? social sign-on network notification collaborative shopping affiliate programs

Affiliate Programs

What is the largest sector of the online travel services market in terms of revenue? hotel reservations car reservations cruise/tour reservations airline reservations

Airline reservations

Engagement

Amount and intensity of user involvement

53) 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) ubiquity D) interactivity

56) All of the following statements about cookies are true except: A) cookies can be used 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.

59) 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. A) customer service chat system B) CRM system C) data warehouse D) transactive content system

6) Online buyers constitute approximately ________% of the online Internet audience. A) 67 B) 77 C) 87 D) 97

60) The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time. A) long tail marketing B) flash marketing C) yield management D) bait-and-switch

69) If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be: A) page views. B) unique visitors. C) hits. D) reach.

70) 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.

78) 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 visit made 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.

79) 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

83) Which of the following measures the percentage of customers who purchase once, but never return within a year? A) retention rate B) attrition rate C) loyalty rate D) conversion rate

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.

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

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.

Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand. A) 50 cents to $1 B) $5 to $10 C) $50 to $100 D) $500 to $1000

B) $5 to $10

________ are the types of information systems capabilities needed to meet business objectives. A) Information requirements B) System functionalities C) System design specifications D) Physical design specifications

B) System functionalities

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

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

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

Which of the following is not categorized as an operating expense? the cost of products being sold marketing costs administrative overhead amortization of goodwill

Cost of products being sold

Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of: cybersquatting. cyberpiracy. framing. metatagging.

Cybersquatting

14) Which of the following forms of online advertising is expected to grow the fastest between 2016 and 2020? A) paid search B) sponsorships C) search engines D) rich media

17) Which of the following is not true about search engine advertising? A) Spending on search engine advertising constitutes over 45% 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 steady over the years. D) Search engine advertising is the fastest growing type of online advertising.

2) Which of the following online advertising formats involved the least amount of spending in 2016? A) search B) classifieds C) rich media D) e-mail

21) Which of the following is not a primary source of ad fraud? A) browser extensions that insert ads into a premium publisher's website 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

27) All of the following are among those most frequently affected by ad-blocking except: A) gaming sites. B) newsgroup/forums. C) social network sites. D) online retailers.

3) 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) engagement D) conversation

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

5) 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.

Search engine advertising continues to be the dominant form of online advertising, but its rate of growth is slowing somewhat compared to other formats.

TRUE

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

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

Which of the following is an example of the affiliate revenue model? A) Yahoo B) eBay C) Gap.com D) MyPoints

D) MyPoints

Which of the following statements about social, local, and mobile privacy is not true? A single Facebook photograph can be used to identify the subject's social security number with the use of facial recognition software. iOS and Android apps funnel personal location information, photos, and address books to mobile advertisers. Google and Apple track and record how users interact with the apps on users' smartphones. To date, there is no legal prohibition of the collection and sharing of personal data sent through mobile phones.

Google and Apple track and record how users interact with the apps on users' smartphones

Which of the following statements about e-commerce surveillance is not true? Government agencies are one of the largest users of personal data gathered by commercial data brokers. Google discards search information after 12 months. The largest private-sector commercial data broker is Acxiom. Commercial brokers of personal data combine personal identifying records with legal records such as driving records and clickstream behavior.

Google discards search information after 12 months.

Stages in history of governance and e-commerce

Gov control (70-94) Privatization(1995-98) Self regulation (1995-present) Gov Regulation (1998-present)

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 involves a coupon or other promotional offer that appears in users' Twitter timeline? Promoted Tweet Promoted Trend Promoted Account Lead Generation Card

Lead Generation Card

The overall rate of online credit card fraud is BLANK% of all online card transactions

Less than 1

______________ is an attempt to appeal to consumers on the basis of the total number of products offered.

Library Effect

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

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

SQL

Which of the following tools can companies use to track user statements and views on newsgroups, chat groups, and other public forums? cookies digital wallets search engines shopping carts

Search engines

The most common form of securing a digital channel of communication is _________.

Secure sockets layer (SSL) Transport Layer Security (TLS)

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

Security

Lead Generation marketing

Services and tools for collection, managing and converting lead

Which of the following is not a key point of vulnerability when dealing with e-commerce?

The credit card companies

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

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

The hacking and looting of corporate servers storing credit card information

Which of the following statements about the use of tablets is not true? About 50% of the American Internet population now uses tablets. The number of smartphone users is still growing faster than the number of tablet users. The growth rate of tablet users is expected to slow by 2015. Tablets are the largest source of mobile commerce revenues.

The number of smartphone users is still growing faster than the number of tablet users.

Information Privacy

The right to be forgotten

Cap Pricing

Tiered plans such as speed tiers

Advertising Networks

Track consumer and browsing behavior and adjust what user sees on screen

Which of the following is not one of Amazon's primary business models? transaction brokering financial services provider manufacturer-direct content provider

Transaction Brokerage

Which consumer review aggregator is facing charges that as many as 10 million of its reviews are faked? Yelp TripAdvisor Angie's List Porch

Trip Advisor

By 2015, it is estimated that mobile marketing spending will account for around $16 billion annually

True

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

True

Cost transparency refers to the ability of consumers to discover the actual costs merchants pay for products

True

Evidence suggests that real-time customer chat increases sales

True

In 2013, the number of online buyers was over 150 million.

True

In the United States, the service sector accounts for about 75% of all economic activity

True

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

Women are more active purchasers on smartphones than men.

Who purchased Tumblr in May 2013?

Yahoo

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

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

Goal of intellectual property law:

balance two competing interests- public and private

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

number of times an ad is served

Operating margin is defined as: operating income or loss divided by net sales revenues. operating income or loss divided by total operating expenses. net sales revenues divided by net income or loss. net assets divided by net liabilities.

operating income or loss divided by net sales revenues.

Conversion rate is a measure of the:

percentage of visitors who become customers.

Botnets are typically used for all of the following except:

phishing attacks

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

the less that individual is influenced by friends' purchases.

Which of the following situations would not qualify for the fair use exception to U.S. copyright law? A professor clips a newspaper article just before class and distributes copies of it to his class. A journalist quotes a paragraph from a book in a review of the book. A student copies a photograph of his favorite band from a Web site created by the band's record label and places it on the student's personal Web site. Google posts thumbnail images of books in the Google Book Search Project.

A student copies a photograph of his favorite band from a Web site created by the band's record label and places it on the student's personal Web site.

Which of the following age groups has the highest percentage of Internet access? A) 18-29 B) 30-49 C) 50-64 D) 65+

A) 18-29

Which of the following is an example of the subscription revenue model? A) Ancestry.com B) eBay C) Amazon D) Twitter

A) Ancestry.com

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

A) Nonrepudiation

A system design has two main components: A) a logical design and a physical design. B) a behavioral design and a technological design. C) business objectives and technology requirements. D) front-end systems and back-end systems.

A) a logical design and a physical design.

What are the two most important management challenges in building a successful e-commerce site? A) developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives B) having an accurate understanding of your business environment and an achievable business plan C) building a team with the right skill sets and closely managing the development process D) identifying the key components of your business plan and selecting the right software, hardware, and infrastructure for your site

A) developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives

Which of the following forms of online advertising typically has the highest click-through rate? A) e-mail marketing in-house list B) interstitials C) search engine keyword purchase D) sponsorships

A) e-mail marketing in-house list

CTR is a measure of the: A) percentage of times an ad is clicked. B) number of times an ad is served. C) number of http requests. D) number of pages viewed.

A) percentage of times an ad is clicked

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

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

In order from beginning to end, the major steps in the SDLC, are: A) systems analysis/planning; systems design; building the system; testing; and implementation. B) systems design; testing; building the system; and implementation. C) systems analysis/planning; systems design; building the system; implementation; and testing. D) systems analysis/planning; implementation; building the system; and testing.

A) systems analysis/planning; systems design; building the system; testing; and implementation.

Which of the following types of online market segmentation and targeting involves tracking the actions users take on a Web site? A) technical B) behavioral C) contextual D) psychographic

A) technical

E-commerce can be defined as: A) the use of the Internet and the Web to transact business. B) the use of any Internet technologies in a firm's daily activities. C) the digital enablement of transactions and processes within an organization. D) any digitally enabled transactions among individuals and organizations.

A) the use of the Internet and the Web to transact business.

24) 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.

Which of the following activities is the one engaged in by the highest percentage of online users? A) using e-mail B) using a search engine C) researching products and services D) reading news

A) using e-mail

Economic Viability

Ability of firms to survive as profitable business firms during specified period

Due Process

Ability to appeal to higher authorities to ensure laws applied correctly

Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? Enhanced Profile Pages Amplify Lead Generation Cards Promoted Accounts

Amplify

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

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.

Which of the following technologies allows you to send e-mail without a trace? anonymous surfing P3P anonymous remailers public key encryption

Anonymous remailers

Dynamic pricing

Auctions, yield management and flash marketing

BLANK refers to the ability to identify the person or entity with whom you are dealing on the Internet:

Authenticity

Which of the following dimensions of e-commerce security is not provided for by encryption?

Availability

Online Purchasing Process

Awareness Engagement Interaction Purchase Post-purchase service/loyalty

20) Ad blockers operate in a manner similar to which of the following? A) anti-virus software B) firewalls C) Flash cookies D) anonymous browsing

23) 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.

30) 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.

33) Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? A) affiliate marketing B) viral marketing C) native advertising D) lead generation marketing

36) Which of the following industries accounts for the highest percentage of spending on online advertising? A) financial services B) retail C) automotive D) entertainment

37) Which of the following statements about native advertising is not true? A) Native advertising is controversial. B) Native advertising is a new form of advertising found only online. C) Native advertising is growing rapidly, especially on social networks. D) Consumers look at native ads much more frequently than display ads.

50) Which of the following would you use as a framework for working with your company's big data sets? A) data warehouse B) Hadoop C) SQL D) profiling

51) 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.

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

Which of the following basic system functionalities is used to display goods on a Web site? A) product database B) digital catalog C) shopping cart system D) customer database system

B) digital catalog

Which of the following advertising messages is a branding communication? A) Try Adobe Acrobat Professional 10 free for 30 days. B) Free shipping on every item we sell. Buy two or more items to qualify. C) Barnesandnoble.com: The Best Place to Buy Textbooks. D) 50 percent off all calendars. Shop now while supplies last.

Barnesandnoble.com: The Best Place to Buy Textbooks.

Dilution

Behavior that weakens connection between trademark and product

Which of the following is not true about mobile marketing? -Mobile marketing is the fastest growing form of online marketing. -Mobile marketing is growing at around 50% a year. -A substantial part of mobile marketing should be counted as social marketing. -By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.

By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.

13) Google introduced ________ to its search algorithm to weed out low-quality sites from search results. A) Penguin B) Hummingbird C) Panda D) Knowledge Graph

38) Which of the following is an automated, auction-based method for matching supply and demand for online display ads? A) retargeting B) behavioral targeting C) programmatic advertising D) keyword advertising

4) In 2016, what was the approximate Internet penetration rate for individuals with less than a high-school education? A) 25% B) 33% C) 66% D) 75%

54) 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.

55) 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. A) 50,000 B) 500,000 C) 5 million D) 50 million

7) 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.

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

75) eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following? A) the total number of impressions B) the total number of impressions in hundreds C) the total number of impressions in thousands D) the total number of impressions in millions

80) 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

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.

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.

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

Confidentiality

Which of the following statements is not true about the broadband audience? A) It is clearly different than the dial-up audience. B) It is more educated and wealthier than the dial-up audience. C) It is less intensely involved with the Internet. D) It is more middle-aged than the dial-up audience.

C) It is less intensely involved with the Internet.

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) browse-to-buy ratio

All of the following are major business trends in e-commerce in 2011-2012 except for: A) Facebook, Twitter, and other social networks continue to grow. B) localization of e-commerce expands. C) search engine marketing is eclipsed by the mobile advertising platform. D) consumer packaged goods begin to find their online market.

C) search engine marketing is eclipsed by the mobile advertising platform.

Software that is used to obtain private user information such as a user's keystrokes or copies of e-mail is referred to as:

Checking network traffic to see if it matches certain patterns or preconfigured rules

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

China

Which of the following is a core Fair Information Practices (FIP) principle? Choice/Consent Access/Participation Security Enforcement

Choice/Consent

Affiliate marketing

Commission fee paid to other web sites for sending customers to their web site

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

Company Web Site

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.

Geo-fencing techniques

Identify perimeter around location and target ads within that perimeter

Facebook's share price fell dramatically after its IPO because investors feared that: Facebook's new marketing solutions would be difficult to monetize. new social networks such as Instagram were cannibalizing Facebook's audience. privacy concerns were driving users away. Facebook would be unable to increase advertising revenues enough.

Facebook would be unable to increase ad revenues enough

In 2013, mobile marketing grew at nearly the same rate as traditional online marketing.

False

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

It is expected that by 2017, mobile commerce will account for 50% of all e-commerce

False

It is possible to opt-out of Facebook's Graph

False

Mobile users spend most of their time browsing mobile Web sites

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

Text message generates the majority of mobile marketing spending.

False

All of the following services require extensive personalization except: financial services. legal services. medical services. accounting services.

Financial services

Firm Specific Factors

Firm value chain core competencies Synergies Technology Social/legal challenges

The display of a third-party's Web site or page within your own Web site is called: cybersquatting. metatagging. framing. deep linking.

Framing

How is a worm designed to spread

From computer to computer

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 earns the most location-based marketing revenue? Twitter Apple Facebook Google

Google

Which of the following would you implement to collect and analyze your company's big data? data warehouse Hadoop SQL profiling

Hadoop

Which of the following are features of both Pinterest and Twitter? tweets hashtags pins Image Hover widget

Hashtags

All of the following are examples of the challenges that traditional manufacturers experience when using the Internet to sell directly to the consumer except: moving to a demand-pull model. high cost structures. developing a fast-response online order and fulfillment system. channel conflict.

High Cost Structures

Which pricing plan charges fees to e-commerce firms based on the amount of traffic they generate? highway pricing cap pricing usage-based billing congestion pricing

Highway Pricing

What is the first step in analyzing an ethical dilemma? Define the conflict or dilemma and identify the higher-order values involved. Identify the potential consequences of your opinions. Identify the options you can reasonably take. Identify and describe the facts.

Identify and describe the facts

Geo-aware location marketing

Identify location of user's device and target ads, recommending actions within reach

Which of the following is not true about social marketing? In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing. Social marketing is growing at around 30% a year. By 2015, it is estimated that social marketing spending will be just over $6 billion dollars. More than 25% of Facebook visits originate from a mobile device.

In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.

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? personalization/customization information density social technology interactivity

Information Density

Four major categories of internet issues:

Information rights Property rights Governance Public safety and welfare

Disputes over federal trademarks involve establishing: underlying ideas. intent. piracy. infringement.

Infringement

Which dimensions of security is spoofing a threat to?

Integrity and authenticity

Which of the following statements about Graph Search is not true? It relies on Google to supplement its search results. It is a semantic search engine. It is a social search engine. It includes photos.

It relies on Google to supplement its search results

Which of the following is not one of the central challenges facing the online retail industry? lack of physical store presence consumer concerns about the privacy of personal information inconvenience in returning goods delivery delays

Lack of physical store presence

The newest and fastest growing segment of the digital marketing universe is: Twitter marketing. location-based mobile marketing. Pinterest marketing. Facebook marketing.

Location-based marketing

Which of the following is not a major trend in online retail for 2013-2014? Online retailing is the fastest growing retail channel. Lunchtime purchases are the fastest growing time segment for online retail purchases. Online retailers increase the use of interactive marketing tools such as blogs and user-generated content. Social commerce almost doubles from $3 billion to $5 billion.

Lunchtime purchases are the fastest growing time segment for online retail purchases.

Facebook's display ads are called: Marketplace Ads. Promoted Ads. Sponsored Ads. Brand Ads.

Marketplace Ads

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

The backbone of the internet is formed by

Network Service Providers (NSP)

Which of the following do Facebook users spend the most time on? News Feed Photos Profiles Graph Search

Newsfeed

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

Nielsen Ratings

Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise? the Golden Rule the Slippery Slope the Social Contract rule No Free Lunch

No Free Lunch

BLANK refers to the ability to identify the person or entity with whom you are dealing on the Internet.

Nonrepudiation

_____________ refers to the ability to ensure that e-commerce participants do not deny their online actions.

Nonrepudiation

Fair info practice principles

Notice (core) Choice (core) Access Security Enforcement Restricted Collection

Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data?

Notice/Awareness

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

Which state is the first to address digital property rights after death?

Oklahoma

Which of the following examples illustrates the "Long Tail" phenomenon? -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. -Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. -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

BLANK refers to the ability to ensure that messages and data are only available to those authorized to view them:

Privacy

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

Safe Harbor programs

Private policy mechanisms to meet objectives of gov regulations without gov involvement

Hadoop

Processes any type of data (big data)

Service industry groups are categorized generally into two groups, those that provide transaction brokering and those that involve: retailing goods. personalization. information brokering. providing hands-on services.

Providing Hands-on services

It is not necessarily illegal to use someone else's trademark in a metatag.

True

Liability is a feature of political systems in which a body of law is in place that permits individuals to recover damages done to them by other actors, systems, or organizations.

True

Online career sites are being threatened by both job search engines and aggregators.

True

Online retailing provides an example of the powerful role that intermediaries continue to play in retail trade.

True

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

True

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

True

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

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

The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.

True

The power of suppliers is a key industry strategic factor.

True

Your Facebook News Feed includes all of the following except: status updates. app activity. Likes. tweets.

Tweets

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: page views. unique visitors. hits. reach.

Unique visitors

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

Versioning

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

Video

Which of the following online advertising formats is the most effective? banner ads rich media ads video ads e-mail

Video Ads

The _________ virus, which is a [what form of malicious code?] _________, is sometimes referred to as the king of financial malware, steals information from users by keystroke logging.

Zeus, trojan

The richness made possible by e-commerce technologies does which of the following? -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 enables worldwide customer service and marketing communications.

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

In our textbook readings, numerous [more than 20] marketing metrics were used to measure the effectiveness of our online marketing efforts. Among these, list three (3) which are specific to the use of social media marketing metrics in reaching out to the customers.

amplification-# of retweets or shares conversation ratio-number of comments per post applause ratio-number of likes

In an environment in which neither party actually sees the other party, of the four requirements for security list and explain two of the four security requirements which make E-commerce transactions safe and secure.

authentication-the ability to ensure the person is the person they say they areintegrity-the message can not be altered

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

blocking suspicious activity

All of the following are challenges for catalog merchants except: high costs of printing and mailing. building a credible Web site. the need to bring staff in or manage new technology. building sophisticated order entry and fulfillment systems.

building sophisticated order entry and fulfillment systems.

Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of:

cybersquatting

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

establishing customer needs and habits as the top priority in all marketing decision

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

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

fan acquisition

Which type of apps account for the most user time? social network apps brand apps game and entertainment apps search apps

game and entertainment apps

Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased? Geo-social based services Geo-fencing E9-1-1 Geo-search

geo-fencing

All of the following statements about patents are true except: it is more difficult to obtain a copyright than it is to obtain a patent. the four types of inventions protected by patent law are machines, manmade products, compositions of matter, and processing methods. computer programs can be patented. in order to be patented, an invention must be nonobvious.

it is more difficult to obtain a copyright than it is to obtain a patent.

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 US but illegal in EU

How can a smartphone's gyroscope and accelerometer be used in product marketing? to speed up delivery of large multimedia files to locate the user's geographical position to enhance user interaction with mobile multimedia to provide accurate data on the user's destination and speed

to enhance user interaction with mobile multimedia

The __________ part of the protocol assures that two computers can communicate with one another in a reliable fashion. The ________ part formats packets and assigns addresses of sending and receiving computers.

transmission control protocol (TCP), internet protocol (IP)

Name the four characteristics of the Internet that allow for shared access of data:

unique identification of each computer, human friendly addressing, packet switching and routing

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