Midterm 2
A content farm is....
A content farm (or content mill) is a company that employs large numbers of freelance writers to generate large amounts of textual content which is specifically designed to satisfy algorithms for maximal retrieval by automated search engines
A link farm is....
A link farm is any group of websites that all hyperlink to every other site in the group
Spear phishing is: -A more sophisticated version of phishing using a level of personal details. -The same thing as phishing. -A type of virus. -An example of a PUP.
A more sophisticated version of phishing using a level of personal details.
Affiliate marketing is...
Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts
Bait and switch is ...
Bait and switch is a sales tactic that lures customers with low prices on unavailable items with the aim of upselling them on a similar, pricier item. It is considered a form of retail sales fraud, though it takes place in other contexts
Behavioral targeting is...
Behavioral targeting is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads they receive
All of the following marketing tools on Facebook require payment except: -Brand pages -Right-hand sidebar Ads -News Feed Page Post Ads -Mobile Ads
Brand pages
The three key points of security vulnerability in E-Commerce as outlined in our textbook and in lectures are: -Client; Server; Communications Pipeline -Client; Server; Computer -Client; Web; Internet -Desktop; Laptop; Mobile
Client; Server; Communications Pipeline
Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools? -Social density -Dark social -Amplification -Engagement
Dark social
A DDoS is an acronym for what kind of cyber attack: -Distributed Denial of Service Attack -Divided Distributed or Silenced Attack -Directly Denied or Serviced Attack -Denied Distributed on Sales Attack
Distributed Denial of Service Attack
Dynamic pricing is....
Dynamic pricing also referred to as surge pricing, demand pricing, or time-based pricing is a pricing strategy in which businesses set flexible prices for products or service based on current market demands
Which of the following involves using a variety of tools to encourage users to interact with content and brand? -Social density -Engagement -Amplification -Dark social
Engagement
Which of the following is the most popular use for mobile devices? -Shopping -Socializing -Entertainment -Performing tasks, such as finances
Entertainment
Which of the following is the top app in terms of both audience size and share of time spent? -YouTube -iTunes -Twitter -Facebook
TRUE or FALSE. The United States, being the home of Silicon Valley, leads the world in the consumer adoption of mobile payment technologies.
False
Which of the following is the first step in the social marketing process? -Community -Amplification -Fan acquisition -Engagement
Fan acquisition
The marketing technique known as ____ involves merchants offering products or services for a very low price for a short period of time -Long tail marketing -Flash marketing -Yield management -Bait-and-switch
Flash marketing
Google Panda is....
Google Panda is a major change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low quality sites" or "thin sites", in particular "content farms", and return higher quality sites near the top of the search results
____ typically attack governments, organizations, and sometimes individuals for political purposes -Crackers -White Hats -Grey Hats -Hacktivists
Hacktivists
________ typically attack governments, corporations, and sometimes specific high profile individuals for political purposes. - Hacktivists -Terrorists -White hats -Grey hats
Hacktivists
Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers? -Open Graph -Like Button -Hashtags -Whatsapp
Like Button
Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years? -Local marketing -Location-based mobile marketing -Mobile marketing -Social marketing on Facebook
Location-based mobile marketing
According to Symantec, almost half of the e-mail addresses involved in business e-mail compromise (BEC) phishing that it analyzed had an IP address originating in: -Nigeria -China -Russia -North Korea
Nigeria
________ is the ability to ensure that e-commerce participants do not deny their online actions. -Nonrepudiation -Authenticity -Availability -Integrity
Nonrepudiation
Google introduced ____ to its search algorithm to weed out low-quality sites from search results -Penguin -Hummingbird -Panda -Knowledge Graph
Panda
All of the following are Pinterest marketing tools except: -Brand pages -Rich pins -Promoted pins -Promoted accounts
Promoted accounts
Which of the following is NOT one of the core values Jeff Bezos spoke about in his interview? -Punctuality -Long-term Thinking -Inventiveness -Customer Obsession
Punctuality
According to a recent National Federation of Retailers survey, consumers are more likely to use tablets rather than smartphones for all of the following except: -Research products -Purchase products -Redeem coupons -Check for in-store availability
Redeem coupons
(Q3) SEO refers to: -Subscription Engineering Orientation -Search Engine Obfuscation -Search Engine Orientation -Search Engine Optimization
Search Engine Optimization
Which of the following is the leading location-based mobile ad format? -Search ads -Display ads -Native/social ads -Video ads
Search ads
Which of the following accounts for the most mobile ad spending ? -Display ads -Search engine advertising -Video ads -SMS text messages
Search engine advertising
In terms of E-Commerce security, what is meant by the acronym SSL? -Secure Socket Layer -Security Service Level -Safe Security Load -Secure Signing Lead
Secure Socket Layer
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? -Engagement -Information density -Social density -Amplification
Social density
Sponsorship marketing is...
Sponsorship marketing is a type of advertising where a company pays to be associated with a specific event
Software that is used to obtain private user information such as a user's keystrokes or copies of email is referred to as: -Spyware -a back door -browser parasite -Adware
Spyware
Which of the following measures the average length of stay at a website? -Loyalty -Stickiness -Pageviews -retention rate
Stickiness
A digital certificate contains all of the following except the: -Subject's private key -subject's public key -digital signature of the certification authority -digital certificate serial number
Subject's private key
Uber has been criticized for using which of the following? -Flash marketing -Bundling -Surge pricing -Freemium
Surge pricing
(Q3) Which of the following statements about the Internet's and the Web's impact on marketing is NOT true? -The Internet has increased the richness of marketing communications. -The Internet has broadened the scope of marketing communications. -The Internet has decreased the impact of brands. -The Internet has expanded the information intensity of the marketplace.
The Internet has decreased the impact of brands.
Which of the following is based on the idea of complete price transparency in a perfect information marketplace? -The law of one price -Dynamic pricing -Price discrimination -Versioning
The law of one price
(Q3) TRUE or FALSE. Cognitive dissonance can be viewed as a level of buyer discomfort caused by post purchase conflict. True False
True
Over 80% of Facebook's ad revenue is generated by its mobile audience True or False
True
T/F Typically, the more security measures added to an e-commerce site, the slower and more difficult it becomes to use.
True
If you want to determine the size of your website's audience the metric you will use for the most accurate measurement will be: -Page views -Unique visitors -Hits -Reach
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 -Information density -Universal standards
Universal standards
Creating multiple variations of information goods and selling these to different market segments at different prices is called: -Bundling -Customization -Dynamic pricing -Versioning
Versioning
Viral marketing or viral advertising is....
Viral marketing or viral advertising is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another.
All of the following are fixed price strategies except: -Bundling -Versioning -Free pricing -Yield management
Yield management
Yield management is ...
Yield management is a variable pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, time-limited resource (such as airline seats or hotel room reservations or advertising inventory)
Which of the following dimensions of E-Commerce security is NOT delivered via encryption? -availability -confidentiality -message integrity -nonrepudiation
availability
(Q3) Which of the following measures the percentage of e-mails that could not be delivered? -bounce-back rate -unsubscribe rate -abandonment rate -remarketing rate
bounce-back rate
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
Accessing data without authorization on Dropbox is an example of a: -cloud security issue. -social network security issue. -mobile platform security issue. -sniffing issue
cloud security issue.
Which of the following is the most meaningful metric for video ads? -View time -Click-through rate -completion rate -skip rate
completion rate
All of the following are limitations of the existing online credit card payment system except -Poor security -cost to Consumers -cost to Merchant -social equity
cost to Consumers
A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a corporate network. -firewall -virtual private network -proxy server -VPN
firewall
The overall rate of online credit card fraud is ________ of all online card transactions. - less than 1% -around 5% -around 10% -around 20%
less than 1%
(Q3) We discussed in lecture all of the following factors that influence buyer behavior, EXCEPT: -psychological -personal -social -marketable
marketable
Asymmetric key cryptography is also known as: -public key cryptography - secret key cryptography -PGP -PKI
public key cryptography
Which of the following is NOT an example of malicious code? -sniffer -spyware -Trojan horse -worm
sniffer
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. -a backdoor. -browser parasite. -adware.
spyware
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 -lost cards -sniffing programs -phishing attacks
the hacking and looting of corporate servers storing credit card information
(Q3) Recency refers to the: -percentage of existing customers who continue to buy on a regular basis. -percentage of customers who do not return during the next year after an initial purchase. -time elapsed since the last quantifiable action made by a customer. -percentage of customers who return to the site within a year to make additional purchases.
time elapsed since the last quantifiable action made by a customer.
Companies are not permitted to collect personal information from children under the age of ___ without parental consent. -8 -10 -13 -16
13
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. -A website is not actually operated by the entity the customer believes it to be. -A merchant uses customer information in a manner not intended by the customer. -A customer denies that he is the person who placed the order.
An unauthorized person intercepts an online communication and changes its contents.
________ is the ability to identify the person or entity with whom you are dealing on the Internet. -Authenticity -Nonrepudiation -Availability -Integrity
Authenticity
Bitcoins are an example of -Digital cash -virtual currency -a stored value payment system -An EBPP system
Digital cash
(Q3) TRUE or FALSE. As discussed in lecture, understanding HOW consumers buy is perhaps the most important question marketers strive to answer. True False
False
(Q3) TRUE or FALSE. It is generally accepted that the main negative in email advertising is the fact that it is an expensive activity.
False
Retargeting is....
Retargeting, also known as remarketing, is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website
Retention rate is ....
Retention rate is the ratio of the number of retained customers to the number at risk
(Q3) If you want to determine the size of your website's audience, the metric you would likely use for the most accurate measurement would be: -CPC -CPM -unique visitors -hits
unique visitors
(Q3) Creating multiple variations of goods and selling these to different market segments at different prices is called: -bundling. -versioning. -freemium. -dynamic pricing.
versioning
(Q3) Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? -native advertising -affiliate marketing -viral marketing -digital marketing
viral marketing
Why have advertising networks become controversial? What, if anything, can be done to overcome any resistance to this technique?
-Advertising networks have become controversial because their ability to track individual consumers across the internet is alarming to privacy advocates. Legislation or regulation that would curtail the use of web beacons and other tracking devices without consumer notification could help to overcome resistance to this technique. -Giving consumers the option to opt-in or opt-out and making web beacons visible as an icon on the screen could ease consumers' concerns. Finally privacy advocates believe that if a user clicks icon, a disclosure statement should indicate any or all of the following: what data is being collected, how the data will be used, what other companies will receive the data, what other data it will be combined with, and if a cookie is associated with the web beacon. Consumers should be able to opt-out of any data collection done by the web beacon and it should never be used to collect sensitive data such as medical, financial, job-related, or sexual matters
There are four methods that online advertisers use to behaviorally target ads:
-Search engine queries -The collection of data on individual browsing history online (monitoring the clickstream) -The collection of data from social network sites -And increasingly, the integration of this online data with offline data like income, education, address, purchase patterns, credit records, driving records, and hundreds of other personal descriptors tied to specific, identifiable persons
Would you say that the internet fosters or impedes social activity? explain your position.
-The internet both fosters and impedes social activity -It fosters it because email, instant messaging, and social networks help people to easily stay in touch with friends and relatives. Online forums encourage people to ask questions and interact with people with similar interests, or who are through the same stages in life. -The internet may impede social activity because it causes people to spend less quality time with family and friends because they spend more time in front of the computer.
Explain how versioning works. How is this different from dynamic pricing?
-Versioning works by having a set of slightly different products that can be sold successfully to different market segments. Low price or free versions can be less convenient, less comprehensive, slower, less powerful, and offer less support than higher priced models. Versioning differs from dynamic pricing because each version is sold at a fixed, predetermined price, and there are slight differences and functionality between versions -In dynamic pricing, auctions can be used to establish an instant market price based upon the price the market will bear. Yield management systems can be used to set prices for different markets and appeal to different segments in order to sell excess capacity. Auctions work for pricing unusual as well as commonplace goods: the differing price an article will bring in the marketplace is not based upon the version of the good or service, but rather upon the market dynamics at that particular moment in time. Yield management systems are generally profitable for perishable goods or where there are seasonal variations in demand or rapidly changing market conditions. Again, the product itself is no more or less functional than it's higher or lower yielding counterparts despite the varying prices preset by managers.
Amazon Associates is....
Amazon Associates is one of the first online affiliate marketing programs and was launched in 1996. The Amazon Associates program has a more than 12 year track record of developing solutions to help website owners, web developers, and Amazon sellers make money by advertising millions of new and used products from amazon.com and its subsidiaries such as endless.com and smallparts.com. When website owners and bloggers who are Associates create links and customers click through those links and buy products from Amazon, they earn referral fees. It's free to join and easy to use. Provide customers the convenience of referring them to a trusted site where they can immediately purchase a product you advertise on your site and when they do you can earn up to 10% in referral fees
To allow lower-level employees access to the corporate network while preventing them from accessing private human resources documents, you would use: -Access controls -An authorization management system -security tokens -an authorization policy
An authorization management system
Which of the following measures the percentage of customers who purchase once, but never returned within a year? -Retention rate -Attrition rate -Loyalty rate -conversion rate
Attrition rate
Which of the following dimensions of e-commerce security does not involve encryption? -Confidentiality -Availability -message integrity -Nonrepudiation
Availability
(Q3) Which of the following is NOT one of the components in the Quality Score of Google Ads? -Expected Clickthrough Rate -Landing Page Experience -Ad Relevance -Bid Amount
Bid Amount
(Q3) 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. -datamining system -transactive content system -customer service chat system -CRM system
CRM system
(Q3) Which of the following measures the percentage of times an ad is clicked? -loyalty rate -bounce back rate -retention rate -CTR
CTR
Click fraud is....
Click fraud is a type of fraud that occurs on the internet in pay-per-click (PPC) online advertising Definition: Click fraud is when an individual, computer program or generated script exploits online advertisers by repeatedly clicking on a PPC (pay-per-click) advertisement to generate fraudulent charges. Click fraud drives up advertising costs, lowers conversion rates and skews user data for online businesses. 2nd definition: the practice of repeatedly clicking on an advertisement hosted on a website with the intention of generating revenue for the host site or draining revenue from the advertiser
Accessing data without authorization on Dropbox is an example of which of the following? -Social network security issue -Cloud security issue -mobile platform security issue -sniffing
Cloud security issue
Which of the following is the most important tool in establishing a relationship with the customer? -Company website -Company CRM System -Facebook -Search engine display ads
Company website
____ refers to the ability to ensure that messages and data are only available to those authorized to view them -Confidentiality -Integrity -Privacy -Availability
Confidentiality
Conversion rate is ....
Conversion rate is the number of conversions divided by the total number of visitors
(Q3) Which of the following is NOT one of the three keys to digital marketing we discussed in lecture? -Customer Conversion. -Customer Retention. -Customer Acquisition. -Customer Profitability.
Customer Profitability.
Keyword advertising is ....
Keyword advertising is a form of online advertising in which an advertiser pays to have an advertisement appear in the results listing when a person uses a particular phrase to search the Web, typically by employing a search engine
In modeling online consumer behavior, the concept of "consumer skills" refers to the: -Education level of the consumer -Communication skills of the consumer -Knowledge consumers have about how to conduct online transactions -Product evaluation skills of the consumer
Knowledge consumers have about how to conduct online transactions
Lead generation is ....
Lead generation is the initiation of consumer interest, or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sale leads. "Finding ways to make a person interested in your company and make them want to request more information from you."
Local marketing.....
Local marketing - also referred to as local store marketing or neighborhood marketing - specifically targets the community around a physical store or restaurant. Promotional messages are directed to the local population, rather than the mass market.
Long-tail marketing is....
Long-tail marketing refers to the strategy of targeting a large number of niche markets with a product or service
All of the following were popular types of online marketing before 2007 except: -Email -Corporate websites -Mobile marketing -Display ads
Mobile marketing
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 online data with offline data -Clickstream data
Nielsen ratings
______ refers to the ability to ensure that eCommerce participants do not deny their online actions -Nonrepudiation -Authenticity -Availability -Integrity
Nonrepudiation
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
Percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages
Permission marketing is...
Permission marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information
(Q3) The 4Ps of Marketing are: -Product, Price, Practice, Place -Price, Product, Promotion, Place -Peace, Price, Practice, Promotion -Promotion, Practice, Permanence, Price
Price, Product, Promotion, Place
Product bundling is ....
Product bundling is offering several products or services for sale as one combined product or service package
Which of the following is an automated, auction-based method for matching supply and demand for online display ads? -Retargeting -Behavioral targeting -Programmatic advertising -Keyword advertising
Programmatic advertising
Programmatic advertising is...
Programmatic advertising is a system that automates the processes and transactions involved with purchasing and dynamically placing ads on websites or apps
Symmetric key cryptography is also known as: -Public key cryptography -Secret key cryptography -PGP -PKI
Secret key cryptography
All of the following are "traditional" online marketing tools except: -Affiliate marketing -Email and permission marketing -Social marketing -Sponsorship marketing
Social marketing
Social marketing is....
Social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole
Which of the following is not a practice that degrades the results and usefulness of search engines? -Social search -Link farms -Content farms -Click fraud
Social search
Social search is ....
Social search is a behavior of retrieving and searching on a social searching engine that mainly searches user-generated content such as news, videos and images related search queries on social media
Shellshock Is an example of which of the following? -Mobile malware -Software vulnerability -Botnet -Trojan horse
Software vulnerability
Which of the following is an example of an online privacy violation? -Your email being read by a hacker -Your online purchasing history being sold to other merchants without your consent -your computer being used as part of a botnet -your email being altered by a hacker
Your online purchasing history being sold to other merchants without your consent
Amazon's Associates program is an example of which of the following? -Viral marketing -local marketing -affiliate marketing -lead generation marketing
affiliate marketing
What is the first step in developing an e-commerce security plan? -Create a security organization -develop a security policy -perform a risk assessment -perform a security audit lights
perform a risk assessment
(Q3) A marketing technique that includes showing an ad on multiple web pages for a product an individual was previously viewing on another website is commonly referred to as: - bounce-back/redo marketing - redoubling/dedoubling marketing - replay/relay marketing - retargeting/remarketing
retargeting/remarketing
(Q3) Which of the following is NOT one of the recognized keys in SEO that we discussed in lecture? -site loading time -meta title tags -server manufacturer -page rank
server manufacturer
(Q3) Which of the following is based on the idea of complete price transparency in a perfect information marketplace? -the Law of One Price -dynamic pricing -versioning -price discrimination
the Law of One Price
(Q3) All of the following statements about cookies are true EXCEPT: -cookies make shopping carts possible by allowing a site to keep track of a user's actions. -the more cookies are deleted, the less accurate ad server metrics become. -the data typically stored in cookies includes a unique ID and e-mail address. -cookies can be used to create cross-site profiles of users.
the data typically stored in cookies includes a unique ID and e-mail address.