AESHM 477 exam 2

Recency refers to the:

time elapsed since the last action taken by a customer

Display ads constitute about ________ % of mobile ad spending.

37

Which of the following best explains why the service sector is a natural avenue for e-commerce?

Much of the value in services is based on the collection, storage, and exchange of information

Which of the following statements is not true?

Women are more active purchasers on smartphones than men

How does Google Analytics track user behavior at a participating Web site?

beacons

Eight of the top ten fastest-growing e-commerce merchants from 2003 to 2013 were:

bricks-and-clicks companies

Which of the following is not one of the central challenges facing the online retail industry?

lack of physical store presence

Which type of apps account for the most user time?

social network apps

Surveys have found that the least influential online marketing format for driving consumers to purchase is:

social networks

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

stickiness

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

the less that individual is influenced by friends' purchases

How can a smartphone's gyroscope and accelerometer be used in product marketing?

to enhance user interaction with mobile multimedia

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:

unique visitors

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

versioning

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

13

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

90

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

Hadoop

Which of the following statements is not true?

Online travel services is one of the few sectors in which extensive disintermediation has occurred.

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

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

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

amplification

All of the following are challenges for catalog merchants except:

building sophisticated order entry and fulfillment systems

The ratio of impressions to fans is a measure of:

fan acquisition

All of the following are examples of the challenges that traditional manufacturers experience when using the Internet to sell directly to the consumer except:

high cost structures

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

knowledge consumers have about how to conduct online transactions

Which of the following is not one of the methods used by traditional retailers to develop multi-channel integration?

online supply-push

Operating margin is defined as:

operating income or loss divided by net sales revenues

Conversion rate is a measure of the:

percentage of visitors who become customers.

Service industry groups are categorized generally into two groups, those that provide transaction brokering and those that involve:

providing hands-on services

________ 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..

social density

The term demand-pull refers to:

waiting for orders to be received before building a product