Question 1

Around ________ % of households in the United States have broadband access to the Internet.

Accepted Answer

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

Question 2

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Accepted Answer

A) bundling. 
B) customization. 
C) dynamic pricing. 
D) versioning. 
A) bundling. 
B) customization. 
C) dynamic pricing. 
D) versioning.

Question 3

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:

Accepted Answer

A) page views. 
B) unique visitors. 
C) hits. 
D) reach. 
A) page views. 
B) unique visitors. 
C) hits. 
D) reach.

Question 4

All of the following are among those most frequently affected by ad-blocking except:

Accepted Answer

A) gaming sites. 
B) newsgroup/forums. 
C) social network sites. 
D) online retailers. 
A) gaming sites. 
B) newsgroup/forums. 
C) social network sites. 
D) online retailers.

Question 5

Hits are a measure of the:

Accepted Answer

A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of HTTP requests. 
D) number of pages viewed. 
A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of HTTP requests. 
D) number of pages viewed.

Question 6

A ________ is a repository of customer information that records all of the 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 7

All of the following statements about cookies are true except:

Accepted Answer

A) cookies can be used with Web bugs 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 with Web bugs 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 8

Which of the following is not a primary source of ad fraud?

Accepted Answer

A) browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange 
B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C) botnets hired by publishers to click on Web pages to create phony traffic 
D) native advertising that is displayed on a social media site 
A) browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange 
B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C) botnets hired by publishers to click on Web pages to create phony traffic 
D) native advertising that is displayed on a social media site

Question 9

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

Accepted Answer

A) Panda 
B) Penguin 
C) Hummingbird 
D) Graph Search 
A) Panda 
B) Penguin 
C) Hummingbird 
D) Graph Search

Question 10

Ad blockers operate in a manner very 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 11

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 12

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Accepted Answer

Transaction logs, which are built into W

Question 13

Amazon's Associates program is an example of which of the following?

Accepted Answer

A) viral marketing 
B) local marketing 
C) affiliate marketing 
D) lead generation marketing 
A) viral marketing 
B) local marketing 
C) affiliate marketing 
D) lead generation marketing

Question 14

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

Accepted Answer

A) affiliate marketing 
B) viral marketing 
C) native advertising 
D) lead generation marketing 
A) affiliate marketing 
B) viral marketing 
C) native advertising 
D) lead generation marketing

Question 15

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

Accepted Answer

Marketing analytics software is a softwa

Question 16

Online traffic is driven by offline brands and shopping.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

Accepted Answer

A) personalization/customization 
B) information density 
C) ubiquity 
D) interactivity 
A) personalization/customization 
B) information density 
C) ubiquity 
D) interactivity

Question 18

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.

Question 19

The majority of online shoppers find vendors by clicking on display ads.

Accepted Answer

A) True 
 B)False

Question 20

What is Big Data and why are marketers interested in it?

Accepted Answer

Big Data usually refers to very large da

Around ________ % of households in the United States have broadband access to the Internet.

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

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:

All of the following are among those most frequently affected by ad-blocking except:

Hits are a measure of the:

A ________ is a repository of customer information that records all of the 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.

All of the following statements about cookies are true except:

Which of the following is not a primary source of ad fraud?

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

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

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Amazon's Associates program is an example of which of the following?

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

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

Online traffic is driven by offline brands and shopping.

Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

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

The majority of online shoppers find vendors by clicking on display ads.

What is Big Data and why are marketers interested in it?

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

Around ________ % of households in the United States have broadband access to the Internet.

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

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:

All of the following are among those most frequently affected by ad-blocking except:

Hits are a measure of the:

A ________ is a repository of customer information that records all of the 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.

All of the following statements about cookies are true except:

Which of the following is not a primary source of ad fraud?

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

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

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Amazon's Associates program is an example of which of the following?

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

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

Online traffic is driven by offline brands and shopping.

Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

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

The majority of online shoppers find vendors by clicking on display ads.

What is Big Data and why are marketers interested in it?

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