Question 1

Which type of consumer would most likely use an electronic wallet?

Accepted Answer

A)  big ticket purchasers (making infrequent transactions of large dollar values) 
B)  small ticket purchasers (making frequent transactions of small dollar values) 
C)  price sensitive shoppers 
D)  consumers who do not own a credit card 
E)  Consumers who make online payments exclusively through PayPal 
A)  big ticket purchasers (making infrequent transactions of large dollar values) 
B)  small ticket purchasers (making frequent transactions of small dollar values) 
C)  price sensitive shoppers 
D)  consumers who do not own a credit card 
E)  Consumers who make online payments exclusively through PayPal

Question 2

Metrics can help an entity do which of the following?

Accepted Answer

A)  better target promotions 
B)  up-sell and cross-sell 
C)  better manage price points 
D)  provide guidance to personnel 
E)  all of the above 
A)  better target promotions 
B)  up-sell and cross-sell 
C)  better manage price points 
D)  provide guidance to personnel 
E)  all of the above

Question 3

The following are all related marketing metrics except:

Accepted Answer

A)  click-through rate. 
B)  pay-per-view 
C)  pay-per-action 
D)  pay-per-call 
E)  pay-per-click 
A)  click-through rate. 
B)  pay-per-view 
C)  pay-per-action 
D)  pay-per-call 
E)  pay-per-click

Question 4

Metrics have limitations including all of the following except:

Accepted Answer

A)  subject to faulty analysis and interpretation 
B)  vulnerable to tampering by both internal and external parties 
C)  usefulness decreases with rapid strategic change 
D)  cannot be used to improve internal processes 
E)  all of the above 
A)  subject to faulty analysis and interpretation 
B)  vulnerable to tampering by both internal and external parties 
C)  usefulness decreases with rapid strategic change 
D)  cannot be used to improve internal processes 
E)  all of the above

Question 5

Maximizing revenues is not the same as maximizing traffic.

Accepted Answer

A) True 
 B)False

Question 6

Return on investment (ROI) is a widely used financial metric but suffers from the following weakness:

Accepted Answer

A)  it includes variable costs and excludes fixed costs 
B)  it omits certain financial measures including sales returns 
C)  intangible benefits such as innovation are not captured in ROI 
D)  revenues, expenses and assets are difficult to calculate making ROI subject to error 
E)  none of the above 
A)  it includes variable costs and excludes fixed costs 
B)  it omits certain financial measures including sales returns 
C)  intangible benefits such as innovation are not captured in ROI 
D)  revenues, expenses and assets are difficult to calculate making ROI subject to error 
E)  none of the above

Question 7

List and describe four main categories of marketing measurements.

Accepted Answer

a. Click-through rate - proportion of vi

Question 8

A person, an automated script, or a computer program may imitate a legitimate user of a web browser clicking on an ad for the purpose of generating a charge per click. This is known as click fraud.

Accepted Answer

A) True 
 B)False

Question 9

Metrics can be used to define the actions required to meet business objectives.

Accepted Answer

A) True 
 B)False

Question 10

Location analysis can be used with marketing initiatives to:

Accepted Answer

A)  assess the performance of widely dispersed managers. 
B)  create marketing campaign budgets. 
C)  replace the need for marketing managers. 
D)  adjust product prices to fit supply and demand. 
E)  all of the above 
A)  assess the performance of widely dispersed managers. 
B)  create marketing campaign budgets. 
C)  replace the need for marketing managers. 
D)  adjust product prices to fit supply and demand. 
E)  all of the above

Which type of consumer would most likely use an electronic wallet?

Metrics can help an entity do which of the following?

The following are all related marketing metrics except:

Metrics have limitations including all of the following except:

Maximizing revenues is not the same as maximizing traffic.

Return on investment (ROI) is a widely used financial metric but suffers from the following weakness:

List and describe four main categories of marketing measurements.

A person, an automated script, or a computer program may imitate a legitimate user of a web browser clicking on an ad for the purpose of generating a charge per click. This is known as click fraud.

Metrics can be used to define the actions required to meet business objectives.

Location analysis can be used with marketing initiatives to:

Introduction to Ebusiness

Internet Business Models and Strategies

Evolution and Applications of the Internet

Enterprise-Wide and Inter-Enterprise Systems

Security and Controls

Billing and Payment Systems

Supply-Chain Management

Eprocurement, Trading Exchanges, and Auctions

Customer Relationship Management

Business Intelligence

E-marketing and Advertising

Privacy, Legal, and Taxation Issues in Ecommerce

Ecommerce and Small Business

Filters

Exam 12: Metrics for Performance Measurement in E-commerce

Which type of consumer would most likely use an electronic wallet?

Metrics can help an entity do which of the following?

The following are all related marketing metrics except:

Metrics have limitations including all of the following except:

Maximizing revenues is not the same as maximizing traffic.

Return on investment (ROI) is a widely used financial metric but suffers from the following weakness:

List and describe four main categories of marketing measurements.

A person, an automated script, or a computer program may imitate a legitimate user of a web browser clicking on an ad for the purpose of generating a charge per click. This is known as click fraud.

Metrics can be used to define the actions required to meet business objectives.

Location analysis can be used with marketing initiatives to:

Introduction to Ebusiness

Internet Business Models and Strategies

Evolution and Applications of the Internet

Enterprise-Wide and Inter-Enterprise Systems

Security and Controls

Billing and Payment Systems

Supply-Chain Management

Eprocurement, Trading Exchanges, and Auctions

Customer Relationship Management

Business Intelligence

E-marketing and Advertising

Privacy, Legal, and Taxation Issues in Ecommerce

Ecommerce and Small Business

Filters