Question 1

The top four display ad companies together account for almost 60% of U.S.display ad revenues.

Accepted Answer

A) True 
 B)False

Question 2

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 3

Which of the following measures the average length of stay at a website?

Accepted Answer

A)  loyalty 
B)  stickiness 
C)  page views 
D)  retention rate 
A)  loyalty 
B)  stickiness 
C)  page views 
D)  retention rate

Question 4

Which of the following would you implement to collect and analyze your company's big data?

Accepted Answer

A)  data warehouse 
B)  Hadoop 
C)  SQL 
D)  profiling 
A)  data warehouse 
B)  Hadoop 
C)  SQL 
D)  profiling

Question 5

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

Accepted Answer

Two methods being developed to track con

Question 6

Which of the following forms of online advertising is expected to grow the most between 2018 and 2022?

Accepted Answer

A)  paid search 
B)  sponsorships 
C)  search engines 
D)  video 
A)  paid search 
B)  sponsorships 
C)  search engines 
D)  video

Question 7

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 8

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 9

All of the following are online communications 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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

Customer relationship management systems

Question 12

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 13

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 14

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Accepted Answer

A)  the Law of One Price 
B)  dynamic pricing 
C)  price discrimination 
D)  versioning 
A)  the Law of One Price 
B)  dynamic pricing 
C)  price discrimination 
D)  versioning

Question 15

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

Accepted Answer

For many years,IAB categorized display a

Question 16

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 website 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 website 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 17

Which of the following is not one of the main stages of the online purchasing process?

Accepted Answer

A)  post-purchase service and loyalty 
B)  awareness 
C)  engagement 
D)  conversation 
A)  post-purchase service and loyalty 
B)  awareness 
C)  engagement 
D)  conversation

Question 18

What is big data and why are marketers interested in it?

Accepted Answer

Big data usually refers to very large da

Question 19

Which of the following is a Google algorithm update related to local search?

Accepted Answer

A)  Penguin 
B)  Hummingbird 
C)  Panda 
D)  Possum 
A)  Penguin 
B)  Hummingbird 
C)  Panda 
D)  Possum

Question 20

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

The top four display ad companies together account for almost 60% of U.S.display ad revenues.

All of the following are fixed price strategies except:

Which of the following measures the average length of stay at a website?

Which of the following would you implement to collect and analyze your company's big data?

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

Which of the following forms of online advertising is expected to grow the most between 2018 and 2022?

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

All of the following statements about cookies are true except:

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

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

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

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

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

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

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

Which of the following is not one of the main stages of the online purchasing process?

What is big data and why are marketers interested in it?

Which of the following is a Google algorithm update related to local search?

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

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

The top four display ad companies together account for almost 60% of U.S.display ad revenues.

All of the following are fixed price strategies except:

Which of the following measures the average length of stay at a website?

Which of the following would you implement to collect and analyze your company's big data?

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

Which of the following forms of online advertising is expected to grow the most between 2018 and 2022?

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

All of the following statements about cookies are true except:

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

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

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

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

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

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

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

Which of the following is not one of the main stages of the online purchasing process?

What is big data and why are marketers interested in it?

Which of the following is a Google algorithm update related to local search?

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

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