Question 1

Which of the following is not true about search engine advertising?

Accepted Answer

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 fairly steady over the years. 
D) Search engine advertising is the fastest growing type of online 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 fairly steady over the years. 
D) Search engine advertising is the fastest growing type of online advertising.

Question 2

The Nike iD program is an example of which of the following marketing techniques?

Accepted Answer

A) customer co-production 
B) transactive content 
C) price discrimination 
D) permission marketing 
A) customer co-production 
B) transactive content 
C) price discrimination 
D) permission marketing

Question 3

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

A) personalization/customization 
B) universal standards 
C) ubiquity 
D) interactivity 
A) personalization/customization 
B) universal standards 
C) ubiquity 
D) interactivity

Question 4

Which of the following measures the percentage of e-mails that could not be delivered?

Accepted Answer

A) abandonment rate 
B) unsubscribe rate 
C) bounce-back rate 
D) attrition rate 
A) abandonment rate 
B) unsubscribe rate 
C) bounce-back rate 
D) attrition rate

Question 5

The percentage of all e-mail that is spam averaged around ________ in 2017.

Accepted Answer

A) 55% 
B) 65% 
C) 75% 
D) 85% 
A) 55% 
B) 65% 
C) 75% 
D) 85%

Question 6

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

Google makes frequent changes to their s

Question 7

All of the following are online communications that are used to support the evaluation of alternatives stages of the consumer decision process except:

Accepted Answer

A) search engines. 
B) online catalogs. 
C) social networks. 
D) targeted banner ads. 
A) search engines. 
B) online catalogs. 
C) social networks. 
D) targeted banner ads.

Question 8

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.

Accepted Answer

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

Question 9

What is marketing analytics software and what is it used for?

Accepted Answer

Marketing analytics software is a softwa

Question 10

In 2017, almost ________ of the U.S. population regularly used the Internet.

Accepted Answer

A) 45% 
B) 55% 
C) 75% 
D) 85% 
A) 45% 
B) 55% 
C) 75% 
D) 85%

Question 11

VTR measures the ________ response rate to an ad.

Accepted Answer

A) 30-minute 
B) 24-hour 
C) 7-day 
D) 30-day 
A) 30-minute 
B) 24-hour 
C) 7-day 
D) 30-day

Question 12

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about Canada's anti-spam law is not true?

Accepted Answer

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. 
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.

Question 14

Define and describe the functionality of customer relationship management (CRM)systems.

Accepted Answer

Customer relationship management systems

Question 15

All of the following statements about cookies are true except:

Accepted Answer

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. 
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.

Question 16

What are two methods being developed to track consumers across devices?

Accepted Answer

Two methods being developed to track con

Question 17

Uber has been criticized for using which of the following?

Accepted Answer

A) flash marketing 
B) bundling 
C) surge pricing 
D) freemium 
A) flash marketing 
B) bundling 
C) surge pricing 
D) freemium

Question 18

Which of the following measures the ratio of items purchased to product views?

Accepted Answer

A) conversion rate 
B) cart conversion rate 
C) browse-to-buy ratio 
D) view-to-cart ratio 
A) conversion rate 
B) cart conversion rate 
C) browse-to-buy ratio 
D) view-to-cart ratio

Question 19

Ad blockers operate in a manner similar to which of the following?

Accepted Answer

A) anti-virus software 
B) firewalls 
C) Flash cookies 
D) anonymous browsing 
A) anti-virus software 
B) firewalls 
C) Flash cookies 
D) anonymous browsing

Question 20

Which of the following statements about the Internet's impact on marketing is not true?

Accepted Answer

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. 
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 is not true about search engine advertising?

The Nike iD program is an example of which of the following marketing techniques?

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Which of the following measures the percentage of e-mails that could not be delivered?

The percentage of all e-mail that is spam averaged around ________ in 2017.

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

All of the following are online communications that are used to support the evaluation of alternatives stages of the consumer decision process except:

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.

What is marketing analytics software and what is it used for?

In 2017, almost ________ of the U.S. population regularly used the Internet.

VTR measures the ________ response rate to an ad.

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Which of the following statements about Canada's anti-spam law is not true?

Define and describe the functionality of customer relationship management (CRM)systems.

All of the following statements about cookies are true except:

What are two methods being developed to track consumers across devices?

Uber has been criticized for using which of the following?

Which of the following measures the ratio of items purchased to product views?

Ad blockers operate in a manner similar to which of the following?

Which of the following statements about the Internet's impact on marketing is not true?

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Websites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social Mobile and Local Marketing

Ethical Social and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters

Exam 6: E-Commerce Marketing and Advertising Concepts

Which of the following is not true about search engine advertising?

The Nike iD program is an example of which of the following marketing techniques?

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Which of the following measures the percentage of e-mails that could not be delivered?

The percentage of all e-mail that is spam averaged around ________ in 2017.

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

All of the following are online communications that are used to support the evaluation of alternatives stages of the consumer decision process except:

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.

What is marketing analytics software and what is it used for?

In 2017, almost ________ of the U.S. population regularly used the Internet.

VTR measures the ________ response rate to an ad.

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Which of the following statements about Canada's anti-spam law is not true?

Define and describe the functionality of customer relationship management (CRM)systems.

All of the following statements about cookies are true except:

What are two methods being developed to track consumers across devices?

Uber has been criticized for using which of the following?

Which of the following measures the ratio of items purchased to product views?

Ad blockers operate in a manner similar to which of the following?

Which of the following statements about the Internet's impact on marketing is not true?

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Websites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social Mobile and Local Marketing

Ethical Social and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters