Question 1

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

A) True 
 B)False  True

Question 2

Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?

Accepted Answer

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

Question 3

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following online advertising formats attracted the least amount of spending in 2018?

Accepted Answer

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

Question 5

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

Which of the following is not a practice that degrades the results and usefulness of search engines?

Accepted Answer

A)  social search 
B)  link farms 
C)  content farms 
D)  click fraud 
A)  social search 
B)  link farms 
C)  content farms 
D)  click fraud

Question 9

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 10

Cross-platform attribution refers to:

Accepted Answer

A)  how to assign credit to different marketing initiatives. 
B)  understanding why visitors to a website purchase a product. 
C)  understanding how impressions lead to visits. 
D)  understanding why people click on ads. 
A)  how to assign credit to different marketing initiatives. 
B)  understanding why visitors to a website purchase a product. 
C)  understanding how impressions lead to visits. 
D)  understanding why people click on ads.

Question 11

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 12

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 13

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 14

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

Accepted Answer

Customer relationship management systems

Question 15

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Accepted Answer

A)  retargeting 
B)  behavioral targeting 
C)  programmatic advertising 
D)  keyword advertising 
A)  retargeting 
B)  behavioral targeting 
C)  programmatic advertising 
D)  keyword advertising

Question 16

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A)  81% 
B)  71% 
C)  91% 
D)  61% 
A)  81% 
B)  71% 
C)  91% 
D)  61%

Question 17

Ad blockers operate in a manner 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 18

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 19

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

Accepted Answer

A)  Native advertising's share of mobile display ad revenues exceeds 75%. 
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's share of mobile display ad revenues exceeds 75%. 
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 20

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.

Lead generation marketing firms specialize in inbound marketing.

Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Which of the following online advertising formats attracted the least amount of spending in 2018?

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

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

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

Which of the following is not a practice that degrades the results and usefulness of search engines?

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?

Cross-platform attribution refers to:

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

All of the following are fixed price strategies except:

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

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

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

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

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

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

All of the following statements about cookies are true except:

Introduction to E-Commerce

E-Commerce Infrastructure

Building an E-Commerce Presence

E-Commerce Security and Payment Systems

E-Commerce Business Strategies

Social, Mobile, and Local Marketing

Ethics, Law, and E-Commerce

Online Media

Online Communities

E-Commerce Retail and Services

B2b E-Commerce

Filters

Exam 6: E-Commerce Marketing and Advertising

Lead generation marketing firms specialize in inbound marketing.

Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Which of the following online advertising formats attracted the least amount of spending in 2018?

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

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

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

Which of the following is not a practice that degrades the results and usefulness of search engines?

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?

Cross-platform attribution refers to:

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

All of the following are fixed price strategies except:

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

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

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

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

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

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

All of the following statements about cookies are true except:

Introduction to E-Commerce

E-Commerce Infrastructure

Building an E-Commerce Presence

E-Commerce Security and Payment Systems

E-Commerce Business Strategies

Social, Mobile, and Local Marketing

Ethics, Law, and E-Commerce

Online Media

Online Communities

E-Commerce Retail and Services

B2b E-Commerce

Filters