Electronic Commerce 2
T/F Local marketing and mobile are unique marketing tactics as local marketing often now relines on offline platforms such as directories
$
T/F In 2020, Millennials and Gen-Zers together represent about 85% of Snapchat's monthly active U.S. users.
$ T
Which of the following is a core Fair Information Practices (FIP) principle? A) Choice/Consent B) Access/Participation C) Security D) Enforcement
A) Choice/Consent
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
A) Nielsen ratings
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
A) company website
The NIKEiD program is an example of which of the following marketing techniques? A) customer co-production B) transactive content C) price discrimination D) permission marketing
A) customer co-production
PayPal is an example of which of the following types of payment system? A) online stored value payment system B) digital checking system C) accumulating balance system D) digital credit card system
A) online stored value payment system
Which of the following statements about the Internet's impact on marketing is not true? A) The Internet has broadened the scope of marketing communications. B) The Internet has decreased the impact of brands. C) The Internet has increased the richness of marketing communications. D) The Internet has expanded the information intensity of the marketplace.
B) The Internet has decreased the impact of brands.
Which of the following statements about a free pricing strategy is not true? A) Free products and services can knock out potential and actual competitors. B) The free pricing strategy was born in the early days of the Web. C) It is difficult to convert free customers into paying customers. D) Free products and services can help build market awareness.
B) The free pricing strategy was born in the early days of the Web.
Which of the following attracts a highly educated, professional and managerial audience? A) Snapchat B) TikTok C) LinkedIn D) Instagram
C) LinkedIn
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
C) affiliate marketing
VTR measures the ________ response rate to an ad. A) 30-minute B) 24-hour C) 7-day D) 30-day
D) 30-day
Which of the following Twitter marketing tools involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Twitter Card
D) Twitter Card
T/F A cell phone's GPS is accurate to within five feet of the actual location of the phone.
F
T/F Facebook does not sell display ads.
F
T/F In 2020, the amount spent on local (digital) marketing is expected to exceed the amount spent on mobile marketing.
F
T/F Purchases made on tablet computers are the fastest growing and largest source of m-commerce revenues.
F
T/F SMS text messaging generates most of mobile marketing spending.
F
T/F TikTok is owned by Facebook
F
The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.
F
As discussed in the chapter 7 opening case, Hubble used all of the following Facebook marketing tools except: A) Facebook brand page B) Facebook News Feed ads C) Facebook Live D) Facebook's Lookalike Audience lead generation tool
Facebook's Lookalike Audience lead generation tool
Which of the following account for the vast majority of location-based mobile marketing? A) Google and Twitter B) Google and Facebook C) Facebook and Twitter D) Facebook and Instagram
Google and Twitter
Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data? A) Notice/Awareness B) Choice/Consent C) Access/Participation D) Security
Notice/Awareness
Which of the following is a micro-blogging social network site that allows users to send and receive 280-character messages, as well as news articles, photos, and videos? A) Facebook B) Twitter C) Pinterest D) Instagram
Which of the following handles cybersquatting cases under its Uniform Dispute Resolution procedures? A) ICANN B) FTC C) WIPO D) USPTO
WIPO
What kinds of ads have the lowest CTR? A) video ads B) e-mails to an in-house list C) social network display ads D) banner display ads
banner display ads
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
bounce-back rate
Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
fan acquisition
The display of a third-party's website or page within your own website is called: A) cybersquatting B) metatagging C) framing D) deep linking
framing
Which of the following is not one of the four basic principles shared by ethical schools of thought in western culture? A) accountability B) privacy C) responsibility D) liability
privacy
Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying? A) information density B) interactivity C) social technology D) ubiquity
social technology
Which of the following measures the average length of stay at a website? A) loyalty B) stickiness C) page views D) retention rate
stickiness
All of the following are fixed price strategies except: A) bundling B) versioning C) free pricing D) yield management
yield management
Which of the following statements about Instagram is not true? A) Instagram is owned by Facebook. B) Instagram's most rapidly growing demographic group is people under the age of 35. C) Instagram is expected to generate around $16 billion in ad revenues in 2020. D) Instagram has over 1 billion users worldwide.
$
Which of the following statements is not true? A) Currently, the United States is in a mixed-mode policy environment with respect to the Internet where self-regulation co-exists with limited government regulation. B) The Internet is technically very difficult to control, monitor, and regulate from a central location. C) Early Internet advocates argued that the Internet was different from all previous technologies. D) Controlling e-commerce also involves regulating the Internet.
$ D
Which of the following is not true about mobile marketing? A) There is a significant overlap between local and mobile marketing. B) By 2024, spending on mobile marketing is expected to be three times as much as spending on desktop marketing. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go, outside of the home.
$ People use most of their mobile minutes while they are on the go, outside of the home.
In 2020, about how many hours a month are online social network users in the United States expected to spend, on average, on all social networks combined? A) 15 B) 20 C) 25 D) 40
40
How long does copyright protection extend for corporate-owned works? A) 25 years B) 50 years C) 75 years D) 95 years
95 years $
Which of the following situations would not qualify for the fair use exception to U.S. copyright law? A) A professor clips a newspaper article just before class and distributes copies of it to his class. B) A journalist quotes a paragraph from a book in a review of the book. C) A student copies a photograph of his favorite band from a website created by the band's record label and places it on the student's personal website. D) Google posts thumbnail images of books in the Google Book Search Project.
A student copies a photograph of his favorite band from a website created by the band's record label and places it on the student's personal website.
All of the following marketing tools on Facebook require payment except: A) Brand Pages B) Facebook Watch C) News Feed Page Post Ads D) Mobile Ads
A) Brand Pages
Which of the following is not a practice that degrades the results and usefulness of search engines? A) social search B) link farms C) content farms D) click fraud
A) social search
In which of the following cases did the U.S. Supreme Court rule that basic business methods cannot be patented? A) State Street Bank & Trust v. Signature Financial Group, Inc. B) Bilski et al. v. Kappos C) Alice Corporation Pty. Ltd. v. CLS Bank International D) BMG Rights Management v. Cox Communications
Alice Corporation Pty. Ltd. v. CLS Bank International
Which of the following has been a leader in enabling augmented reality for mobile marketing? A) Twitter B) Google C) Snapchat D) Apple
Apple
Which of the following statements about blockchain is not true? A) A blockchain system is composed of a distributed network of computers. B) A blockchain system is inherently centralized. C) A blockchain system is a transaction processing system. D) Cryptocurrencies are based on blockchain technology.
B) A blockchain system is inherently centralized.
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) cookies C) registration forms D) data warehouses
B) cookies
Ad blockers operate in a manner similar to which of the following? A) anti-virus software B) firewalls C) Flash cookies D) anonymous browsing
B) firewalls
Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) image hover widget
B) hashtags
Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
B) reach
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.
B) the data typically stored in cookies includes a unique ID and e-mail address.
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
B) time elapsed since the last visit made by a customer.
Which of the following features of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users? A) personalization/customization B) universal standards C) ubiquity D) interactivity
B) universal standards
View-to-cart ratio is a measure of the percentage of: A) visitors who indicate an interest in a site's products by registering or visiting a product's pages. B) views that lead to an add-to-cart action. C) existing customers who continue to buy on a regular basis. D) shoppers who do not return within a year after their initial purchase.
B) views that lead to an add-to-cart action.
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
B) viral marketing
Which of the following statements about Bitcoin is not true? A) The computational power required to mine Bitcoins has increased over time. B) Bitcoins are completely secure. C) Bitcoins are illegal in some countries. D) Bitcoin mining uses more energy than the entire amount consumed by Switzerland.
Bitcoins are completely secure
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
Which of the following is the most meaningful metric for video ads? A) view time B) CTR C) completion rate D) skip rate
C) completion rate
In modeling online consumer behavior, the concept of "consumer skills" refers to the: A) education level of the consumer B) communication skills of the consumer. C) knowledge consumers have about how to conduct online transactions. D) product evaluation skills of the consumer.
C) knowledge consumers have about how to conduct online transactions.
Which of the following is an automated, auction-based method for matching demand and supply for online display ads? A) retargeting B) behavioral targeting C) programmatic advertising D) keyword advertising
C) programmatic advertising
Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users? A) engagement B) information density C) social density D) amplification
C) social density
A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer. A) customer service chat system B) CRM system C) data warehouse D) transactive content system
CRM system
Which of the following measures the percentage of times an ad is clicked? A) retention rate B) CTR C) loyalty rate D) conversion rate
CTR
Which of the FTC's Fair Information Practices (FIP) principles requires opt-in or opt-out policies to be in place? A) Notice/Awareness B) Choice/Consent C) Access/Participation D) Security
Choice/Consent
Which of the following statements about Google is not true? A) Google has seven of the top 15 apps in terms of percentage of reach. B) The prices Google can charge for mobile ads are higher than what it can charge for desktop computer ads. C) Facebook surpassed Google in mobile advertising revenue for the first time in 2018. D) About 65 % of all mobile search ad revenue is generated by Google.
Facebook surpassed Google in mobile advertising revenue for the first time in 2018.
Which of the following dominates the local mobile search market? A) Twitter B) Apple C) Facebook D) Google
The richness made possible by e-commerce technologies does which of the following? A) It reduces the cost of delivering marketing messages and receiving feedback from users. B) It allows consumers to become co-producers of the goods and services being sold. C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience. D) It enables worldwide customer service and marketing communications.
It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
Which of the following is not true about social marketing? A) More than 50% of Twitter's ad revenues are generated by desktop users. B) Spending on social network advertising grew by a cumulative annual average growth rate of over 35% between 2015 and 2019. C) Social marketing differs markedly from traditional online marketing. D) In social marketing, businesses cannot tightly control their brand messaging.
More than 50% of Twitter's ad revenues are generated by desktop users.
Which of the following statements about native advertising is not true? A) Almost all of social network ad spending is native advertising. B) Most consumers are able to easily distinguish editorial content from native advertising. C) Native advertising's share of mobile display revenues has grown to 85% in 2020. D) Consumers look at native ads more frequently than they look at display ads.
Most consumers are able to easily distinguish editorial content from native advertising. $
Which of the following is not a major trend in e-commerce payments in 2020-2021? A) Online payment volume decreases due to the Covid-19 pandemic. B) PayPal remains the most popular alternative payment method. C) Large banks enter the mobile wallet and P2P payments market. D) Payment by credit and/or debit card remains the dominant form of online payment.
Online payment volume decreases due to the Covid-19 pandemic.
"Do Not Track" falls under which of the following principles in the FTC's current privacy framework? A) Privacy by Design B) Simplified Choice C) Greater Transparency D) Scope
Simplified Choice
Which of the following Supreme Court cases established that states can compel online retailers to collect and remit sales taxes even if they do not have a physical presence within the state? A) South Dakota v. Wayfair B) Bilski et al. v. Kappos C) Quill v. North Dakota D) Alice Corporation v. CLS Bank International
South Dakota v. Wayfair
T/F Both mobile and social advertising spending are expected to double from 2017 to 2021.
T
T/F Brand pages on Facebook typically attract more visitors than a brand's website.
T
T/F Influencer marketing is a method of generating customer engagement
T
T/F 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.
T
T/F Promoted Video is the source of over 60% of Twitter's ad revenue.
T
T/F Traditional retail products and travel services are the source of much of the current growth in m-commerce.
T
The main objective of the European Union's General Data Protection Regulation (GDPR) is to strengthen the rights of citizens to their own personal information and to strengthen oversight of firms to ensure that they implement these individual rights.
T
Which of the following statements about the General Data Protection Regulation (GDPR) is not true? A) The GDPR replaces the Data Protection Directive. B) The GDPR applies to any firm operating in any E.U. country. C) The GDPR eliminate the right to be forgotten. D) The GDPR limits the ability of companies to use data for purposes other than those for which it was collected.
The GDPR eliminate the right to be forgotten.
In the United States, Google is not required to remove results from its search engine if requested.
True
Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
amplification
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? A) social density B) engagement C) amplification D) dark social
amplification
The California Consumer Privacy Act (CCPA) does all of the following except: A) give residents the right to be informed about the kind of personal information that is collected about them. B) gives residents the right to opt out of the sale of their information. C) gives residents the right to access their information in a usable format so they can transfer it to another service. D) gives residents the right to prevent government access to their personal information.
b gives residents the right to opt out of the sale of their information.
Downloading a music track owned by a record company without paying for it is an example of a violation of: A) patent law B) copyright law C) trademark law D) privacy law
copyright law
Which of the following protects original forms of expression in a tangible medium? A) trade secret law B) copyright law C) patent law D) trademark law
copyright law
Registering a domain name similar or identical to a trademark of a legitimate site to divert web traffic to the infringing site is an example of: A) keywording B) cyberpiracy C) framing D) metatagging
cyberpiracy
Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an example of: A) cybersquatting B) cyberpiracy C) framing D) metatagging
cybersquatting
Which of the following involves using a variety of tools to encourage users to interact with content and brand? A) social density B) engagement C) amplification D) dark social
engagement
Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances
entertainment
The ratio of impressions to fans is a measure of: A) engagement B) amplification C) community D) fan acquisition
fan acquisition
Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products? A) ubiquity B) interactivity C) information density D) global reach
global reach
All of the following statements about patents are true except: A) it is more difficult to obtain a copyright than it is to obtain a patent. B) the four types of inventions protected by patent law are machines, manmade products, compositions of matter, and processing methods. C) computer programs can be patented. D) 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.
All of the following are required for information to be considered a trade secret except: A) it must have commercial value to its owner. B) the owner must have taken steps to protect it. C) it must be unique. D) it must be something that others do not know.
it must be unique
Which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years? A) copyright law B) trade secret law C) patent law D) trademark law
patent law
Which of the following is not an e-commerce public safety and welfare issue? A) regulation of gambling B) regulation of cigarette sales C) regulation of pornography D) regulation of taxation
regulation of taxation
Which of the following generates the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages
search engine advertising
All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: A) search engines B) online catalogs. C) social networks D) targeted banner ads.
targeted banner ads.
All of the following statements about the Digital Millennium Copyright Act (DMCA) are true except: A) the DMCA makes it illegal to circumvent technological measures to protect works. B) the DMCA makes Internet Service Providers (ISPs) responsible and accountable for hosting websites or providing services to infringers regardless of whether the ISP is aware of the infringement. C) the DMCA requires search engines to block access to infringing sites. D) 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 websites or providing services to infringers regardless of whether the ISP is aware of infringement.
What is the major reason why the Internet has such potential for destroying traditional conceptions and implementations of intellectual property law? A) the ability to make perfect copies of digital works at little cost B) the anonymous nature of the Internet C) the support for instant peer-to-peer communication D) the use of standards for file formats
the ability to make perfect copies of digital works at little cost
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
unique visitors
Acquisition rate is a measure of the percentage of: A) visitors who indicate an interest in a site's products by registering or visiting a product's pages. B) visitors who become customers. C) existing customers who continue to buy on a regular basis. D) shoppers who do not return within a year after their initial purchase.
visitors who indicate an interest in a site's products
