Question 1

_____ is the use of the Internet by organizations to solicit bids and purchase goods and services from suppliers.

Accepted Answer

A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement 
A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement O

Question 2

Web advertising has become more attractive in recent times due to a rise in click-through rates.

Accepted Answer

A) True 
 B)False  False

Question 3

How is online marketing different from e-marketing?

Accepted Answer

A)  Online marketing encompasses financial transactions in addition to promotion of sales, as opposed to e-marketing. 
B)  Online marketing is applicable to both goods and services, while e-marketing is for goods alone. 
C)  Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers. 
D)  Online marketing is suited for geographically smaller regions, while e-marketing provides the benefits of a truly global reach. 
A)  Online marketing encompasses financial transactions in addition to promotion of sales, as opposed to e-marketing. 
B)  Online marketing is applicable to both goods and services, while e-marketing is for goods alone. 
C)  Online marketing is limited to interactive computer systems, while e-marketing encompasses technologies not involving computers. 
D)  Online marketing is suited for geographically smaller regions, while e-marketing provides the benefits of a truly global reach. C

Question 4

A(n)_____ is a separate window that appears on a user's screen with an advertising message.

Accepted Answer

A)  banner ad 
B)  widget 
C)  pop-up ad 
D)  image ad 
A)  banner ad 
B)  widget 
C)  pop-up ad 
D)  image ad

Question 5

Noe's Gifts is a gift and accessories retail chain.The company has a website that allows customers not only to buy products online,but also provides information regarding the various offers available,gifting ideas and other information related to the products.The website also provides an opportunity to the consumers to provide feedback on the products and services the company offers.This type of website used by a company to sell its products to consumers is called a(n):

Accepted Answer

A)  extranet. 
B)  private exchange. 
C)  electronic storefront. 
D)  electronic exchange. 
A)  extranet. 
B)  private exchange. 
C)  electronic storefront. 
D)  electronic exchange.

Question 6

Write a brief note on search marketing.

Accepted Answer

Search marketing is considered one of th

Question 7

B2B e-marketing has been shown to:

Accepted Answer

A)  create price increases in the distribution component of the marketing mix. 
B)  make it possible for marketers to find new markets and customers. 
C)  lag behind B2C transactions in terms of volume and revenue generation. 
D)  increase purchasing costs by nearly 25 percent. 
A)  create price increases in the distribution component of the marketing mix. 
B)  make it possible for marketers to find new markets and customers. 
C)  lag behind B2C transactions in terms of volume and revenue generation. 
D)  increase purchasing costs by nearly 25 percent.

Question 8

Which of the following measures,when adopted,will help an online retailer to build customers' trust?

Accepted Answer

A)  Using third party cookies issued by Web servers 
B)  Use of behavioral targeting to research customer preferences 
C)  Installing spyware on Web browsers 
D)  Prominently displaying a privacy policy 
A)  Using third party cookies issued by Web servers 
B)  Use of behavioral targeting to research customer preferences 
C)  Installing spyware on Web browsers 
D)  Prominently displaying a privacy policy

Question 9

_____ refers to the percentage of people presented with a banner ad who click on it.

Accepted Answer

A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement 
A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement

Question 10

Online forums are a source of information exchange and can take the form of a bulletin board,a classified ad directory,or a library of information.

Accepted Answer

A) True 
 B)False

Question 11

Phishing is the voice equivalent of vishing.

Accepted Answer

A) True 
 B)False

Question 12

Online marketing refers to marketing activities that connect buyers and sellers electronically through interactive computer systems.

Accepted Answer

A) True 
 B)False

Question 13

A company can use its advertising cost,site traffic,and conversion rate data to find out the cost to win each customer.

Accepted Answer

A) True 
 B)False

Question 14

A women's fashion brand allowing its customers to mix and match the clothes and accessories on their website before placing an order is an example of a business offering personalized service to their online customers.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following was one of the early online offerings?

Accepted Answer

A)  Food products 
B)  Luxury clothing 
C)  Airline tickets 
D)  Financial services 
A)  Food products 
B)  Luxury clothing 
C)  Airline tickets 
D)  Financial services

Question 16

_____ is a technology that secures a website by encrypting information and providing authentication.

Accepted Answer

A)  SMTP 
B)  HTTP 
C)  SSL 
D)  TCP/IP 
A)  SMTP 
B)  HTTP 
C)  SSL 
D)  TCP/IP

Question 17

A(n)_____ is a Web page that serves as a publicly accessible personal journal.

Accepted Answer

A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement 
A) electronic bulletin board 
B) extranet 
C) encryption 
D) e-marketing 
E) private exchange
F)bot
G)search marketing
H)electronic signature
I)phishing
J)blog
K)click-through rate
L)conversion rate
M)electronic shopping cart
N)firewall
O)e-procurement
P)vishing
Q)spam
R)podcast
S)preroll video ad
T)engagement

Question 18

Which of the following is one of the top products sold online?

Accepted Answer

A)  Event tickets 
B)  Food items 
C)  Clothes 
D)  Books 
A)  Event tickets 
B)  Food items 
C)  Clothes 
D)  Books

Question 19

The private key in the Secure Sockets Layer (SSL)technology is used to encrypt information.

Accepted Answer

A) True 
 B)False

Question 20

Some manufacturing companies prefer to sell only high-priced specialty products online because:

Accepted Answer

A)  the companies want their customers to use online banking rather than cash for the transaction. 
B)  the customers are not able to purchase specialty items from store locations. 
C)  the warehousing costs for specialty products can erode any profits to be made from their sales. 
D)  the companies do not wish to enter into a direct competition with its wholesale and retail partners. 
A)  the companies want their customers to use online banking rather than cash for the transaction. 
B)  the customers are not able to purchase specialty items from store locations. 
C)  the warehousing costs for specialty products can erode any profits to be made from their sales. 
D)  the companies do not wish to enter into a direct competition with its wholesale and retail partners.

Exam 5: E-Business: Managing the Customer Experience

_____ is the use of the Internet by organizations to solicit bids and purchase goods and services from suppliers.

Web advertising has become more attractive in recent times due to a rise in click-through rates.

How is online marketing different from e-marketing?

A(n)_____ is a separate window that appears on a user's screen with an advertising message.

Write a brief note on search marketing.

B2B e-marketing has been shown to:

Which of the following measures,when adopted,will help an online retailer to build customers' trust?

_____ refers to the percentage of people presented with a banner ad who click on it.

Online forums are a source of information exchange and can take the form of a bulletin board,a classified ad directory,or a library of information.

Phishing is the voice equivalent of vishing.

Online marketing refers to marketing activities that connect buyers and sellers electronically through interactive computer systems.

A company can use its advertising cost,site traffic,and conversion rate data to find out the cost to win each customer.

A women's fashion brand allowing its customers to mix and match the clothes and accessories on their website before placing an order is an example of a business offering personalized service to their online customers.

Which of the following was one of the early online offerings?

_____ is a technology that secures a website by encrypting information and providing authentication.

A(n)_____ is a Web page that serves as a publicly accessible personal journal.

Which of the following is one of the top products sold online?

The private key in the Secure Sockets Layer (SSL)technology is used to encrypt information.

Some manufacturing companies prefer to sell only high-priced specialty products online because:

Marketing: The Art and Science of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

Social Media: Living in the Connected World

Consumer Behavior

Business-to-Business (B2B)Marketing

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research and Sales Forecasting

Relationship Marketing and Customer Relationship Management (CRM)

Product and Service Strategies

Developing and Managing Brand and Product Categories

Marketing Channels and Supply Chain Management

Retailers, Wholesalers, and Direct Marketers

Integrated Marketing Communications, Advertising, and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Pricing Strategies

Your Career in Marketing

Developing an Effective Marketing Plan

Financial Analysis in Marketing

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