Question 1

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) interaction 
D) browsing 
A) post-purchase service and loyalty 
B) awareness 
C) interaction 
D) browsing D

Question 2

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. B

Question 3

The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

Accepted Answer

Law of One Price

Question 4

All of the following statements about cookies are true except:

Accepted Answer

A) cookies can be used with Web bugs 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 with Web bugs 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 5

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 6

In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.

Accepted Answer

A) True 
 B)False

Question 7

All of the following are online communications that are used to support the evaluation of alternatives stage 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 8

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 9

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

"Shoppers" constitute approximately ________ % of the online Internet audience.

Accepted Answer

A) 60 
B) 70 
C) 80 
D) 90 
A) 60 
B) 70 
C) 80 
D) 90

Question 12

In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A) 45% 
B) 60% 
C) 75% 
D) 90% 
A) 45% 
B) 60% 
C) 75% 
D) 90%

Question 13

For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.

Accepted Answer

A) 50 
B) 500,000 
C) 5 million 
D) 50 million 
A) 50 
B) 500,000 
C) 5 million 
D) 50 million

Question 14

________ is an industry-standard database query and manipulation language.

Accepted Answer

A) SQL 
B) PHP 
C) DBMS 
D) JSP 
A) SQL 
B) PHP 
C) DBMS 
D) JSP

Question 15

The cost of sending 10,000 e-mails in an advertising campaign is about the same as sending 5,000.

Accepted Answer

A) True 
 B)False

Question 16

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

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

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

A typical response rate for an e-mail campaign would be ________ %.

Accepted Answer

A) 2 
B) 5 
C) 25 
D) 50 
A) 2 
B) 5 
C) 25 
D) 50

Question 19

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 20

Which of the following measures the average length of stay at a Web site?

Accepted Answer

A) loyalty 
B) stickiness 
C) recency 
D) retention rate 
A) loyalty 
B) stickiness 
C) recency 
D) retention rate

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

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

The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

All of the following statements about cookies are true except:

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

In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.

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

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

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

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

"Shoppers" constitute approximately ________ % of the online Internet audience.

In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.

________ is an industry-standard database query and manipulation language.

The cost of sending 10,000 e-mails in an advertising campaign is about the same as sending 5,000.

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

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

A typical response rate for an e-mail campaign would be ________ %.

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

Which of the following measures the average length of stay at a Web site?

The Revolution Continues

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Web Sites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

E-Commerce Marketing Communications

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

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

The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

All of the following statements about cookies are true except:

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

In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.

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

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

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

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

"Shoppers" constitute approximately ________ % of the online Internet audience.

In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.

________ is an industry-standard database query and manipulation language.

The cost of sending 10,000 e-mails in an advertising campaign is about the same as sending 5,000.

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

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

A typical response rate for an e-mail campaign would be ________ %.

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

Which of the following measures the average length of stay at a Web site?

The Revolution Continues

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Web Sites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

E-Commerce Marketing Communications

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