Question 1

Transaction logs are built into Web server software.

Accepted Answer

A) True 
 B)False  True

Question 2

Online shoppers tend to search for specific products they have determined in advance.

Accepted Answer

A) True 
 B)False  True

Question 3

Which of the following examples illustrates the "Long Tail" phenomenon?

Accepted Answer

A)  Rhapsody music streaming service reported that its no play rate had increased to over 20%. 
B)  The number of blockbuster "winner take all" video titles is declining. 
C)  Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. 
D)  The average blog has a readership of slightly more than 1. 
A)  Rhapsody music streaming service reported that its no play rate had increased to over 20%. 
B)  The number of blockbuster "winner take all" video titles is declining. 
C)  Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. 
D)  The average blog has a readership of slightly more than 1. C

Question 4

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 5

Impressions are a measure of the:

Accepted Answer

A)  number of times an ad is clicked. 
B)  number of times an ad is served. 
C)  number of http requests. 
D)  number of pages viewed. 
A)  number of times an ad is clicked. 
B)  number of times an ad is served. 
C)  number of http requests. 
D)  number of pages viewed.

Question 6

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

Accepted Answer

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

Question 7

If you want to determine the size of your Web site'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.

Question 8

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

Accepted Answer

Customer relationship management systems

Question 9

Which of the following online advertising formats attracted the least amount of spending in 2014?

Accepted Answer

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

Question 10

An ad is considered viewable if half of the ad can be viewed for at least one second.

Accepted Answer

A) True 
 B)False

Question 11

What is Web analytics software and what is it used for?

Accepted Answer

Web analytics is a software package that

Question 12

In the first 8 months of 2014, the percentage of all e-mail that is spam averaged around ________ %.

Accepted Answer

A)  50 
B)  60 
C)  70 
D)  80 
A)  50 
B)  60 
C)  70 
D)  80

Question 13

Around ________ % of households in the United States have broadband access to the Internet.

Accepted Answer

A)  45 
B)  55 
C)  75 
D)  85 
A)  45 
B)  55 
C)  75 
D)  85

Question 14

Google introduced which of the following changes to its search algorithm in 2011 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

Question 15

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

Question 16

Consumers tend to look at native ads more frequently than they look at display ads.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018?

Accepted Answer

A)  paid search 
B)  sponsorships 
C)  search engines 
D)  rich media 
A)  paid search 
B)  sponsorships 
C)  search engines 
D)  rich media

Question 18

Which of the following is not a feature that is driving the growth of social marketing and advertising?

Accepted Answer

A)  social sign-on 
B)  network notification 
C)  collaborative shopping 
D)  affiliate programs 
A)  social sign-on 
B)  network notification 
C)  collaborative shopping 
D)  affiliate programs

Question 19

Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.

Accepted Answer

The answer of Altering the content and design of a...

Question 20

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

Accepted Answer

A)  search engine marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch 
A)  search engine marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch

Transaction logs are built into Web server software.

Online shoppers tend to search for specific products they have determined in advance.

Which of the following examples illustrates the "Long Tail" phenomenon?

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

Impressions are a measure of the:

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

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

Which of the following online advertising formats attracted the least amount of spending in 2014?

An ad is considered viewable if half of the ad can be viewed for at least one second.

What is Web analytics software and what is it used for?

In the first 8 months of 2014, the percentage of all e-mail that is spam averaged around ________ %.

Around ________ % of households in the United States have broadband access to the Internet.

Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results?

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

Consumers tend to look at native ads more frequently than they look at display ads.

Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018?

Which of the following is not a feature that is driving the growth of social marketing and advertising?

Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

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: Web Sites, 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

Transaction logs are built into Web server software.

Online shoppers tend to search for specific products they have determined in advance.

Which of the following examples illustrates the "Long Tail" phenomenon?

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

Impressions are a measure of the:

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

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

Which of the following online advertising formats attracted the least amount of spending in 2014?

An ad is considered viewable if half of the ad can be viewed for at least one second.

What is Web analytics software and what is it used for?

In the first 8 months of 2014, the percentage of all e-mail that is spam averaged around ________ %.

Around ________ % of households in the United States have broadband access to the Internet.

Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results?

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

Consumers tend to look at native ads more frequently than they look at display ads.

Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018?

Which of the following is not a feature that is driving the growth of social marketing and advertising?

Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

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: Web Sites, 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