Question 1

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. B

Question 2

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. B

Question 3

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

Accepted Answer

A) transaction logs 
B) cookies 
C) registration forms 
D) data warehouses 
A) transaction logs 
B) cookies 
C) registration forms 
D) data warehouses B

Question 4

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Accepted Answer

A) education level of the consumer. 
B) communication skills of the consumer. 
C) knowledge consumers have about how to conduct online transactions. 
D) product evaluation skills of the consumer. 
A) education level of the consumer. 
B) communication skills of the consumer. 
C) knowledge consumers have about how to conduct online transactions. 
D) product evaluation skills of the consumer.

Question 5

Which of the following industries accounts for the highest percentage of spending on online advertising?

Accepted Answer

A) financial services 
B) retail 
C) automotive 
D) entertainment 
A) financial services 
B) retail 
C) automotive 
D) entertainment

Question 6

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 7

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

A) ubiquity 
B) richness 
C) information density 
D) universal standards 
A) ubiquity 
B) richness 
C) information density 
D) universal standards

Question 8

The incremental cost of building the next unit of a good is called the:

Accepted Answer

A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost. 
A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost.

Question 9

Which of the following measures the percentage of times an ad is clicked?

Accepted Answer

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

Question 10

What kinds of ads have the lowest CTR?

Accepted Answer

A) video ads 
B) e-mails to an in-house list 
C) social network display ads 
D) banner display ads 
A) video ads 
B) e-mails to an in-house list 
C) social network display ads 
D) banner display ads

Question 11

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 12

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 13

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 14

How are blogs being used for marketing?

Accepted Answer

Blogs have been around for a decade and

Question 15

Approximately ________ of U.S. Internet users do not shop or buy online.

Accepted Answer

A) 7% 
B) 8% 
C) 9% 
D) 11% 
A) 7% 
B) 8% 
C) 9% 
D) 11%

Question 16

What is cross-platform attribution and why is it difficult?

Accepted Answer

Cross-platform attribution involves unde

Question 17

Which of the following statements about a free pricing strategy is false?

Accepted Answer

A) Free products and services can knock out potential and actual competitors. 
B) The free pricing strategy was born in the early days of the Web. 
C) It is difficult to convert free customers into paying customers. 
D) Free products and services can help build market awareness. 
A) Free products and services can knock out potential and actual competitors. 
B) The free pricing strategy was born in the early days of the Web. 
C) It is difficult to convert free customers into paying customers. 
D) Free products and services can help build market awareness.

Question 18

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Accepted Answer

Rich media ads employ Flash, HTML5, Java

Question 19

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 20

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Accepted Answer

A) the total number of impressions 
B) the total number of impressions in hundreds 
C) the total number of impressions in thousands 
D) the total number of impressions in millions 
A) the total number of impressions 
B) the total number of impressions in hundreds 
C) the total number of impressions in thousands 
D) the total number of impressions in millions

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

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

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Which of the following industries accounts for the highest percentage of spending on online advertising?

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

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

The incremental cost of building the next unit of a good is called the:

Which of the following measures the percentage of times an ad is clicked?

What kinds of ads have the lowest CTR?

A web beacon is:

Acquisition rate is a measure of the:

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.

How are blogs being used for marketing?

Approximately ________ of U.S. Internet users do not shop or buy online.

What is cross-platform attribution and why is it difficult?

Which of the following statements about a free pricing strategy is false?

Identify and describe the various types of rich media ads and video ads and explain how each one works.

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

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

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

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

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

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Which of the following industries accounts for the highest percentage of spending on online advertising?

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

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

The incremental cost of building the next unit of a good is called the:

Which of the following measures the percentage of times an ad is clicked?

What kinds of ads have the lowest CTR?

A web beacon is:

Acquisition rate is a measure of the:

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.

How are blogs being used for marketing?

Approximately ________ of U.S. Internet users do not shop or buy online.

What is cross-platform attribution and why is it difficult?

Which of the following statements about a free pricing strategy is false?

Identify and describe the various types of rich media ads and video ads and explain how each one works.

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

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

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