Question 1

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 2

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

Accepted Answer

Customer relationship management systems

Question 3

Consumers choose online channels (e.g. ,e-mail)primarily due to social media influence.

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

Recency refers to the:

Accepted Answer

A) percentage of customers who do not return during the next year after an initial purchase. 
B) time elapsed since the last visit made by a customer. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of customers who return to the site within a year to make additional purchases. 
A) percentage of customers who do not return during the next year after an initial purchase. 
B) time elapsed since the last visit made by a customer. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of customers who return to the site within a year to make additional purchases.

Question 7

If you want to determine the size of your website'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 8

A web beacon is:

Accepted Answer

A) a cookie that carries a virus. 
B) an executable cookie. 
C) an automated applet for performing web searches. 
D) a tiny graphics file embedded in an e-mail or web page. 
A) a cookie that carries a virus. 
B) an executable cookie. 
C) an automated applet for performing web searches. 
D) a tiny graphics file embedded in an e-mail or web page.

Question 9

Which of the following is the most important tool in establishing a relationship with the customer?

Accepted Answer

A) company website 
B) company CRM system 
C) Facebook 
D) search engine display ads 
A) company website 
B) company CRM system 
C) Facebook 
D) search engine display ads

Question 10

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 11

In 2016,what was the approximate Internet penetration rate for individuals with 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 12

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 13

Transaction logs are built into web server software.

Accepted Answer

A) True 
 B)False

Question 14

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 15

Which of the following is the most meaningful metric for video ads?

Accepted Answer

A) view time 
B) click-through rate 
C) completion rate 
D) skip rate 
A) view time 
B) click-through rate 
C) completion rate 
D) skip rate

Question 16

A ________ is a repository of customer information that records all of the contacts a customer has with a firm,and generates a customer profile that is available to appropriate individuals in the firm.

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 17

Regular in-app cookies cannot be shared between apps.

Accepted Answer

A) True 
 B)False

Question 18

The percentage of all e-mail that is spam averaged around ________ % in 2016.

Accepted Answer

A) 53 
B) 63 
C) 73 
D) 83 
A) 53 
B) 63 
C) 73 
D) 83

Question 19

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Accepted Answer

A) query-driven 
B) customer profiling 
C) model-driven 
D) behavioral 
A) query-driven 
B) customer profiling 
C) model-driven 
D) behavioral

Question 20

Which of the following measures the percentage of customers who purchase once,but never return within a year?

Accepted Answer

A) retention rate 
B) attrition rate 
C) loyalty rate 
D) conversion rate 
A) retention rate 
B) attrition rate 
C) loyalty rate 
D) conversion rate

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

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

Consumers choose online channels (e.g. ,e-mail)primarily due to social media influence.

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

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

Recency refers to the:

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

A web beacon is:

Which of the following is the most important tool in establishing a relationship with the customer?

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

In 2016,what was the approximate Internet penetration rate for individuals with less than a high-school education?

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?

Transaction logs are built into web server software.

Acquisition rate is a measure of the:

Which of the following is the most meaningful metric for video ads?

A ________ is a repository of customer information that records all of the contacts a customer has with a firm,and generates a customer profile that is available to appropriate individuals in the firm.

Regular in-app cookies cannot be shared between apps.

The percentage of all e-mail that is spam averaged around ________ % in 2016.

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Which of the following measures the percentage of customers who purchase once,but never return within a year?

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 Retail 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

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

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

Consumers choose online channels (e.g. ,e-mail)primarily due to social media influence.

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

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

Recency refers to the:

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

A web beacon is:

Which of the following is the most important tool in establishing a relationship with the customer?

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

In 2016,what was the approximate Internet penetration rate for individuals with less than a high-school education?

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?

Transaction logs are built into web server software.

Acquisition rate is a measure of the:

Which of the following is the most meaningful metric for video ads?

A ________ is a repository of customer information that records all of the contacts a customer has with a firm,and generates a customer profile that is available to appropriate individuals in the firm.

Regular in-app cookies cannot be shared between apps.

The percentage of all e-mail that is spam averaged around ________ % in 2016.

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Which of the following measures the percentage of customers who purchase once,but never return within a year?

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 Retail and Services

Online Content and Media

Social Networks, auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters