Question 1

Which of the following statements about native advertising is not true?

Accepted Answer

A) Native advertising is controversial. 
B) Native advertising is a new form of advertising found only online. 
C) Native advertising is growing rapidly, especially on social networks. 
D) Consumers look at native ads much more frequently than display ads. 
A) Native advertising is controversial. 
B) Native advertising is a new form of advertising found only online. 
C) Native advertising is growing rapidly, especially on social networks. 
D) Consumers look at native ads much more frequently than display ads.

Question 2

Consumers choose the online channel primarily because it offers lower prices.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements about CAN-SPAM is not true?

Accepted Answer

A) CAN-SPAM went into effect in January 2004. 
B) CAN-SPAM prohibits unsolicited e-mail (spam). 
C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D) Large spammers are among CAN-SPAM's biggest supporters. 
A) CAN-SPAM went into effect in January 2004. 
B) CAN-SPAM prohibits unsolicited e-mail (spam). 
C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D) Large spammers are among CAN-SPAM's biggest supporters.

Question 4

The richness made possible by e-commerce technologies does which of the following?

Accepted Answer

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. 
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.

Question 5

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

Accepted Answer

Customer relationship management systems

Question 6

Which of the following industries accounts for the highest percentage of spending on online advertising?

Accepted Answer

A) financial services 
B) retail 
C) automotive 
D) entertainment 
A) financial services 
B) retail 
C) automotive 
D) entertainment

Question 7

In 2015, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A) 25% 
B) 33% 
C) 66% 
D) 75% 
A) 25% 
B) 33% 
C) 66% 
D) 75%

Question 8

The incremental cost of building the next unit of a good is called the:

Accepted Answer

A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost. 
A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost.

Question 9

All of the following are fixed price strategies except:

Accepted Answer

A) bundling. 
B) versioning. 
C) free pricing. 
D) yield management. 
A) bundling. 
B) versioning. 
C) free pricing. 
D) yield management.

Question 10

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

Accepted Answer

Two methods being developed to track con

Question 11

Online buyers constitute approximately ________ % of the online Internet audience.

Accepted Answer

A) 65 
B) 75 
C) 85 
D) 95 
A) 65 
B) 75 
C) 85 
D) 95

Question 12

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 13

Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?

Accepted Answer

A) paid search 
B) sponsorships 
C) search engines 
D) rich media 
A) paid search 
B) sponsorships 
C) search engines 
D) rich media

Question 14

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Accepted Answer

The Internet has had four broad impacts

Question 15

Acquisition rate is a measure of the:

Accepted Answer

A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B) percentage of visitors who become customers. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of shoppers who do not return within a year after their initial purchase. 
A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B) percentage of visitors who become customers. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of shoppers who do not return within a year after their initial purchase.

Question 16

View-through rate 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 17

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Accepted Answer

A) Nielsen ratings 
B) data collected from social networks 
C) integration of online data with offline data 
D) clickstream data 
A) Nielsen ratings 
B) data collected from social networks 
C) integration of online data with offline data 
D) clickstream data

Question 18

Which of the following online advertising formats attracted the least amount of spending in 2015?

Accepted Answer

A) search 
B) classifieds 
C) rich media 
D) e-mail 
A) search 
B) classifieds 
C) rich media 
D) e-mail

Question 19

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Accepted Answer

A) True 
 B)False

Question 20

What is cross-platform attribution and why is it difficult?

Accepted Answer

Cross-platform attribution involves unde

Which of the following statements about native advertising is not true?

Consumers choose the online channel primarily because it offers lower prices.

Which of the following statements about CAN-SPAM is not true?

The richness made possible by e-commerce technologies does which of the following?

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

Which of the following industries accounts for the highest percentage of spending on online advertising?

In 2015, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

The incremental cost of building the next unit of a good is called the:

All of the following are fixed price strategies except:

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

Online buyers constitute approximately ________ % of the online Internet audience.

Uber has been criticized for using which of the following?

Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Acquisition rate is a measure of the:

View-through rate measures the ________ response rate to an ad.

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Which of the following online advertising formats attracted the least amount of spending in 2015?

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

What is cross-platform attribution and why is it difficult?

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: Web Sites, 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 statements about native advertising is not true?

Consumers choose the online channel primarily because it offers lower prices.

Which of the following statements about CAN-SPAM is not true?

The richness made possible by e-commerce technologies does which of the following?

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

Which of the following industries accounts for the highest percentage of spending on online advertising?

In 2015, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

The incremental cost of building the next unit of a good is called the:

All of the following are fixed price strategies except:

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

Online buyers constitute approximately ________ % of the online Internet audience.

Uber has been criticized for using which of the following?

Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Acquisition rate is a measure of the:

View-through rate measures the ________ response rate to an ad.

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Which of the following online advertising formats attracted the least amount of spending in 2015?

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

What is cross-platform attribution and why is it difficult?

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: Web Sites, 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