Internet Marketing final
*the amount spent on online advertising in 2012 was approximately
$37.3 billion
in 2012, the total amount of B2B e-commerce in the united states was approximately:
$4.1 trillion
*A typical banner ad might cost __ per 1000 impressions
$5
*legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost __ per thousand
$5 to $10
all of the following statements are true except
1 compared to general merchandisers, 2 **the MOTO sector is also called the general merchandise sector 3 MOTO was the last tech. 4 distribution of catalogs
there are approximately ___ online newspapers in the world
10,000
personal consumption of retail goods and services account for approximately ___ of the united states GDP
11 trillion
in 2012, total paid online content was estimated to be:
11.2 billion
in 2012 around what percentage of americans had read an e-book?
20%
in 2012 online retail sales revenues were approximately
22.4 billion
in 2012 online retail sales revenues were approximately:
22.4 billion
in 2012 approximately how much were consumers expected to spend on digital music
3.6 billion
view- through rate measures the __ response rate to an ad
30-day
e-book revenues in 2012 were approximately ____
4.2 billion
A typical response rate for an e-mail campaign would be ___ percent
5
in 2011 the total worth of goods sold on eBay was approximately ___
68 billion
the typical dwell rate for rich media and video ads is:
7%-8%
in 2012, approximately what percentage of internet users over the age of 14 made a purchase at an online retail store?
70 percent
the percentage of all e-mail that is spam was approximately ___ percent in 2012
70 percent
* the size of a leaderboard is :
728 x 90 pixels
as of 2012, around how many kindles of all types have been sold in the united states
800 million
which of the following is an example of an e-procurement new marketplace?
Ariba
which of the following is an example of a specialized auction site?
BidZ
all of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam)
all of the following are advantages of online retail except:
Faster delivery of goods
all of the following are situations in which markets fail to produce socially desirable outcomes except:
Network effects
which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
amazon has a patent on:
One-click purchasing
which of the following is used by the highest percentage of people to read e-books?
PC
__ is collected data that can be used to identify and locate an individual
PII
which of the following is another name for a private industrial network?
PTX
when sellers agree informally or formally to set floor prices below which they will not sell on auction items, this is known as:
Price matching
all of the following are forms of collaboration among businesses except
RFQs
most industry groups are moving toward which language for expressing EDI documents and communication
XML
which of the following situations would not qualify for the fair use exception to united states copyright law?
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 students personal web sit
what statement is not true
a. price competition among online travel b. online travel services is one of the few sectors in which extensive disintermediation has occurred * correct c. the ability of travel products d. the online travel services industry has gone through
what is the largest sector of the online travel services market in terms of revenue
airline reservations
what percentage of the internet population in the united states read magazines online?
almost one-third
all of the following statements about amazon.com are true except:
amazon has achieved success by focusing on its primary mission- selling books at highly competitive prices
which of the following is not an example of a transaction broker
an accountant
which of the following technologies allows you to send e-mail without a trace?
anonymous remailers
which of the following is not one of the three defining characteristics of a portal
auctions
which of the following is not true about automated order entry systems?
automated order entry systems no longer play an important role in b2b commerce
which of the following advertising messages is a branding communication
barnesandnoble.com : the best place to buy textbooks
the profit a seller makes at auction is a function of all the following except:
bid increments
which of the following is a common problem in sealed bid markets?
bid rigging
which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
all of the following are challenges faced by bricks-and-clicks firms except:
building a brand name
virtual merchants face potentially large cost for all of the following except:
building and maintaining physical stores
all of the following are challenges for catalog merchants except:
building sophisticated order entry and fulfillment systems
a market that has many sellers and one or few buyers is likely to be:
buyer-biased
all of the following are methods of classifying net marketplaces except:
by technology used
all of the following products are considered durable goods except:
clothing
___ is another name for transorganizational business processes
collaborative commerce
which of the following sector of the united states retail industry is the largest?
consumer durables
frequency of web site use is a function of four independent variables: web site organization, perceived ease of use, perceived usefulness of the web site, and :
content quality
downloading music tracks owned by record companies without paying for them is an example of a violation of:
copyright law
which of the following protect original forms of expression in a tangible medium?
copyright law
registering a domain name similar or identical to trademarks of others to divert web traffic to their own sites is an example of :
cyberpiracy
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 is not a major trend in B2B e-commerce in 2012-2013?
decreased growth of b2b e-commerce due to the recession
all of the following are benefits of auctions except:
decreased price transparency
according to the fogg et al. 2003 study, which of the following is the most important factor in the credibility of the Web site?
design look
which of the following is not a major trend in the online recruitment services industry
disintermediation
gross margin is defined as gross profit:
divided by net sales revenues
EDI began as a ___ system
document automation
over which of the following does ICANN have authority
domain name system
in 2012, digital magazine circulation:
doubled
which of the following basic ethical concept plays an important role in defining privacy
due process
which of the following primarily serve horizontal markets
e-distributors and e-procurement net marketplaces
which of the following online advertising formats attracted the least amount of spending in 2012:
VWGroupSupply.com is an example of an-
e-procurement net marketplace
an __ primarily serves businesses that primarily buy indirect goods on a contract purchasing basis
e-procurement net marketplace
what is another name for pro forma earnings?
earnings before income taxes, depreciation, and amortization (EBITDA)
which of the following is not one of the seven major segments of the retail industry
electronics and computers
a(n) ___ in which the highest bidder wins, is the most common form of auction.
english auction
all of the following types of auctions have a buyer bias except:
english auction
to improve shipment and delivery, amazon has used all of the following techniques except:
establishing pick-up centers for pickup and delivery of commonly ordered goods
an __ primarily serves businesses that primarily buy direct goods on a spot purchasing basis
exchange
an ___ is an independently owned, online marketplace that connects hundreds to potentially thousands of suppliers and buyers in a dynamic, real time environment.
exchange
which of the following primarily deal with direct goods?
exchanges and industry consortia
the most expensive form of online advertising on a per thousand viewer basis is a :
exclusive sponsorship arrangement
private industrial networks are direct descendants of:
existing EDI networks
which of the following generated the most social advertising revenues in 2012
all of the following are data elements that are often gathered by e-commerce sites except:
family member identities
an example of an indirect good in the fast-food industry is:
fax paper
threatening negative feedback in return for a benefit is an example of:
feedback extortion
all of the following services require extensive personalization except:
financial services
the display of a third-party's web site or page within your own web site is called
framing
all of the following factors that will be considered in determining whether use of copyrighted material is "fair use" except the :
free availability of the work on the web
which of the following segments of the united states retail market is highly concentrated, with large firms domination sales
general merchandise
MSN is an example of a:
general purpose portal
Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products?
global reach
all of the following charge for access to some or all its online content except:
google news
which of the following requires financial institutions to inform consumers of their privacy policies and permits consumers some control over their records
gramm-leach-bliley act
*all of the following are true statements about the choice of a domain name except:
having a dot-com domain is no longer considered preferable, especially in the united states
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
music download networks offer:
high user control and high user focus
all of the following are examples of media convergence except:
iPad
what is the first step in analyzing an ethical dilemma
identify and describe the facts
research studies have shown that viewers can search engine results pages
in an "F" shaped pattern with greater attention to the left side of the page
which of the following is not a leading factor in changing the television industry
inability to attract customers to traditional products
office supplies are an example of
indirect goods
disputes over federal trademarks involve establishing:
infringement
all of the following statements about the movie industry are true except:
internet and online distribution now make up the largest share of movie revenues
in 2012, which of the following forms of online entertainment produced the least amount of revenue
internet radio
all of the following statements about interstitials are true except:
interstitials typically last 30 seconds.
which of the following is not a typical barrier to the implementation of a private industrial network?
it requires the large network owners to give up some of its independence
which of the following is a method of inventory cost management that seeks to eliminate excess inventory?
just-in-time production
critics have pointed out that the chrome browser's suggest button which suggest queries based on search terms entered by the user, is in fact, a type of :
key logger
which of the following is not one of the central challenges facing the online retail industry?
lack of physical store presence
all of the following are aspects of content convergence except:
language
the placing of a cookie on a user's hard drive by one site that is then used by another site to sell that user related products without the knowledge of the user is:
legal in the United States but illegal in Europe
which of the following is not one of the top factors a business should consider when planning an internet auction
location of auction
which of the following would not be considered a current asset?
long-term investment
traditional media programming offers:
low user control and low user focus
which of the following is not a major trend in online retail for 2012-2013
lunchtime purchases are the fastest growing time segment for online retail purchases
zinio is an example of which of the following
magazine aggregator
an e-procurement new marketplace is sometimes referred to as a:
many-to-many market
which of the following occurs first in the process of media convergence
media migration
which social network functionality allows users to easily post messages to the entire community
message board
which of the following was a primary feature of early online communities
message boards
in 2012 which of the following comprised the largest segment of the online gaming audience
mobile gamers
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 is not one of the factors required to charge for online content
multiple delivery methods
which of the following is not a characteristic of a Japanese auction?
multiple units
*in ___ advertising, companies pay for ads to be placed dynamically on any participating website that the search engine determines is appropriate
network keyword
all of the following were parts of the vision during the early days of e-commerce except the belief that:
new, "first-mover" middlemen with expertise in e-commerce, would force traditional intermediaries out of business
which of the following type of online content does the highest percentage of internet users purchase or view online
newspapers
which of the following was the most troubled segment of the publishing industry in 2012?
newspapers
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
no free lunch
which of the FTC's fair information practice (FIP) principles requires identification of the collector of data?
notice/awareness
hits are a measure of the:
number of http requests
impressions are a measure of the:
number of times an ad is served
which of the following is not an objective of a private industrial network?
obtaining equity participation in the network from other major firms in the industry
which of the following is not a major contributing factor to net value?
offering variety of subscription models
which of the following has experienced the most significant online growth
offline general merchandisers
which of the following has experienced the most significant online growth?
offline general merchandisers
current liabilities are debts of the firm that will be due within:
one year
which of the following is not one of the advantages of online advertising?
online costs versus benefits are well established and understood
which of the following together comprised the largest component of online paid content in 2012
online music and online video
the MOTO sector of the retail industry is most similar to the ___ sector
online retail sales
which of the following is not one of the methods used by traditional retailers to develop multi-channel integration
online supply-push
which of the following forms of online entertainment is expected to generate the most revenue in 2015?
online video
which of the following is the fastest growing paid content area
online video
which of the following allows someone to obtain an exclusive monopoly on the ideas behind an invention for 20 years
patent law
*purchasing an online ad on a CPA basis means that the advertiser
pays only for those users who perform a specific action, such as registering, purchasing, etc.
CTR is a measure of the:
percentage of times an ad is clicked
which of the following types of dynamic pricing adjusts price based on the merchant's estimate of how much the customer truly values the product?
personalization
which of the following does not have a primary impact on the liquidity of a market?
price transparency
which of the following is not a risk or cost of Internet auctions?
price transparency
google's gmail advertising has raised concerns about which of the following issues
privacy
elance.com is an example of a(n):
professional service auction
all of the following are trends in the financial service industry except:
pure online banks are displacing established multi-channel firms
portals compete with one another on:
reach and unique visitors
which of the following is not a current trend in online content?
readership of newspapers in print form continues to exceed online readership
craigslist is a player in which of the following online services market?
real estate services and career services
*which of the following is not a major Web design feature that impacts online purchasing
redundant navigation
which of the following is not one of the typical portal revenue sources
referral fees
what is the ftc recommendation regarding choice as it relates to personally identifiable information (PII)
require firms to have consumers affirmatively opt-in before PII is collected
which of the following is an example of "pull" advertising
search engine ads
which of the following is not true about search engine advertising
search engine advertising is the fastest growing type of online advertising
which of the following forms of online advertising typically has the highest click-through rate?
search engine keyword purchase
which of the following tools can companies use to track user statements and views on newsgroups, chat groups, and other public forums
search engines
which of the following is not a characteristic of a reverse auction?
seller bias
all of the following are solutions to the problem of high monitoring costs except:
seller rating systems
which of the following involves a concern that one will never know how much the ultimate winner might have paid, or the true value to the final winner?
seller's lament
when there are few sellers but many buyers, a market will typically be:
seller-biased
within the united states retail goods and services market, personal consumption of __ accounts for the largest share
services
"do not track" falls under which of the following principles in the FTC's new privacy framework
simplified choice
which of the job recruitment sites is a job site aggregator?
simplyhired
promoted trends is an example of which of the following types of online advertising
social network advertising
which of the following is not a practice that degrades the results and usefulness of search engines
social search
which of the following e-commerce technology dimensions create greater opportunities for cyberbullying?
social technology
which of the following is not one of the current trend in internet advertising?
spending on search engine advertising is overtaken by video ads
which of the following can be used to record all keyboard activity of a user
spyware
which case was instrumental in paving the way for internet business methods patents
state street bank & trust co. v Signature financial group inc
who was the first major fiction writer to create an e-book-only volume of a new work?
stephen king
which of the following measures the average length of stay at a web site
stickiness
which of the following best describes the online news paper industry's revenue model?
struggling to successfully implement a fee-based model
exchanges have failed primarily because:
suppliers have refused to join them
which of the following is not a key industry strategic factor
synergies
a 2012 truste/harris interactive survey found all of the following except:
targeted advertising makes the vast majority of those surveyed uncomfortable
DRM refers to a combination of __ for protecting digital content
technical and legal means
which of the following generates the largest share of media revenues
television
which of the following is the largest producer of revenues in the entertainment industry?
television
which of the following three forms of media account for over 75 percent of the hours spent consuming media
television, radio, and the internet
all of the following are possible penalties for violating the digital millennium copyright act (DMCA) except:
ten years imprisonment for a first offense
the internet has resulted in lower search costs, increased price comparison, and lower prices to consumers for which insurance product line?
term life insurance
all of the following statements about the digital millennium copyright act (DMCA) are true except
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
which of the following statements about industry self-regulation regarding privacy is not true?
the NAI's privacy policies were developed without regard to the FTC principles
which ethical principle tells you that it is wise to assume perfect information markets
the New York Times test
one of the first online virtual communities was:
the Well
what is the major reason that the internet has such potential for destroying traditional conceptions and implementations of intellectual property law?
the ability to make perfect copies of digital works at little cost
which of the following most accurately reflects media consumption by the average america adult?
the average american adult spends the most hours watching television followed by using internet and listening to the radio
which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society?
the collective utilitarian principle
which of the following is not categorized as an operating expense
the cost of products being sold
all of the following statements about television and premium are true except:
the current transition to internet delivery of television is leading to a decline in traditional television viewing
all of the following are major developments in supply chair management except:
the elimination of legacy computer systems
all of the following were factors that precipitated the growth of MOTO except:
the growth of the cellular phone industry
all of the following statements about the online real estate services market are true except:
the internet and e-commerce have created significant disintermediation in the real estate marketplace
which of the following statements about the wholesale and agency models for selling books is not true
the justice department sued amazon for engaging in predatory pricing
all of the following statements are true except:
the market leader in C2C auctions is craigslist
which of the following online newspaper sites or groups attract the highest number of monthly unique visitors
the new york times brand
which of the following statements about the online newspaper audience is not true?
the people who read newspapers online tend to be less educated than those who visit youtube
which ethical principle states that if an action cannot be taken repeatedly, then it is not right to take at all
the slippery slope
which of the following statements illustrates the network effects that portals are subject to?
the value of the portal to advertisers and consumers increase geometrically as reach increases
which of the following statements about financial portals is not true?
their strategy is similar to that of large banking institutions
all of the following are reasons why the movie industry is likely to be less disrupted by the internet that the music industry except:
there are fewer firms competing for distribution rights
which of the following is not a characteristic of the use of social networks in b2b e-commerce?
they are always private
all of the following are true about collaborative commerce systems except:
they are open, competitive marketplaces
__ is a method for ensuring that suppliers precisely deliver ordered parts at a specific time and to a particular location
tight coupling
recency refers to the:
time elapsed since the last action taken by a customer
all of the following are types of tiered, or differential, pricing plans except
time-managed
which of the following terms refers to the total flow of value among firms?
total interfirm trade
in comparison to hours spent at work, the average american adult spends ___ consuming various media
twice as much time
registering the domain name google.com with the intent to divert web traffic from people misspelling google.com is an example of
typosquatting
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
adjusting the annual cost of automobile insurance based on mileage driven is an example of ___ pricing
utilization
a social consequence of the richness of internet information is:
very persuasive messages might reduce the need for multiple independent sources of information
which of the following forms of online advertising is growing the fastest
video
*which of the following online advertising formats is the most effective
video ads
axe's posting of video ads online that were subsequently forwarded and shared by millions of internet users is an example of :
viral marketing
the term demand pull refers to:
waiting for orders to be received before building a product
Amazon's "one-click" purchase capability is an example of using ___ to enhance sales
web site functionality
*which of the following types of display ads is 160 x 600 pixels
wide skyscraper
for a quick check of a firm's short-term financial health examine its:
working capital
