Question 1

Advertisers on Facebook are charged only on a pay-per-click basis for banner ads.

Accepted Answer

A) True 
 B)False

Question 2

Facebook's key resources for competitive advantage are the sophisticated technological tools it provides to its users.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements holds true of network effects?

Accepted Answer

A)  It refers to a collection of resources available for access over the Internet. 
B)  It refers to adapting products and services for different languages and regional differences. 
C)  It refers to a situation when the value of a product or service increases as the number of its users expands. 
D)  It refers to a situation when others take advantage of a user or a service without providing any kind of reciprocal benefit. 
E)  It refers to a closed network or a single set of services controlled by one dominant firm. 
A)  It refers to a collection of resources available for access over the Internet. 
B)  It refers to adapting products and services for different languages and regional differences. 
C)  It refers to a situation when the value of a product or service increases as the number of its users expands. 
D)  It refers to a situation when others take advantage of a user or a service without providing any kind of reciprocal benefit. 
E)  It refers to a closed network or a single set of services controlled by one dominant firm.

Question 4

The dark Web refers to:

Accepted Answer

A)  peer-to-peer file sharing networks that are used to illegally share copyrighted material. 
B)  seemingly innocent Web sites, containing malware that infects computers. 
C)  sites that cannot be indexed by Google and other search engines. 
D)  networks that allow only mutually trusted peers to participate in file-sharing activities. 
E)  Web sites that advocate violence toward people of a specific race, ethnicity, or religion. 
A)  peer-to-peer file sharing networks that are used to illegally share copyrighted material. 
B)  seemingly innocent Web sites, containing malware that infects computers. 
C)  sites that cannot be indexed by Google and other search engines. 
D)  networks that allow only mutually trusted peers to participate in file-sharing activities. 
E)  Web sites that advocate violence toward people of a specific race, ethnicity, or religion.

Question 5

Which of the following statements is true of localization?

Accepted Answer

A)  It refers to a collection of resources available for access over the Internet. 
B)  It refers to adapting products and services for different languages and regional differences. 
C)  It refers to a situation when the value of a product or a service increases as the number of its users expands. 
D)  It refers to a situation when others take advantage of a user or a service without providing any sort of reciprocal benefit. 
E)  It refers to a closed network or a single set of services controlled by one dominant firm. 
A)  It refers to a collection of resources available for access over the Internet. 
B)  It refers to adapting products and services for different languages and regional differences. 
C)  It refers to a situation when the value of a product or a service increases as the number of its users expands. 
D)  It refers to a situation when others take advantage of a user or a service without providing any sort of reciprocal benefit. 
E)  It refers to a closed network or a single set of services controlled by one dominant firm.

Question 6

"Users want some semblance of control over their personal data, even if they are not bothered to manage it." This is often known as:

Accepted Answer

A)  the paradox of privacy. 
B)  crowdsourcing. 
C)  Metcalfe's Law. 
D)  uncertainty of decisions. 
E)  free rider problem. 
A)  the paradox of privacy. 
B)  crowdsourcing. 
C)  Metcalfe's Law. 
D)  uncertainty of decisions. 
E)  free rider problem.

Question 7

Banner ads are charged on _____.

Accepted Answer

A)  clickable numbers 
B)  frequency tracking scores 
C)  quality scores 
D)  cost per thousand impressions 
E)  the relative popularity 
A)  clickable numbers 
B)  frequency tracking scores 
C)  quality scores 
D)  cost per thousand impressions 
E)  the relative popularity

Question 8

Why is Sheryl Sandberg considered to be the copilot of Facebook?

Accepted Answer

While Facebook's founder is considered t

Question 9

_____ is a term used to describe each time an ad is served to a user for viewing.

Accepted Answer

The answer of _____ is a term used to describe...

Question 10

_____ refer to a promotion technique popular with social media that attempts to get consumers to interact with an ad, and then shares that action with friends.

Accepted Answer

A)  Impressions 
B)  Rich media advertisements 
C)  Cookies 
D)  Interstitials 
E)  Engagement ads 
A)  Impressions 
B)  Rich media advertisements 
C)  Cookies 
D)  Interstitials 
E)  Engagement ads

Question 11

Which of the following factors has helped Facebook build up trust among its users?

Accepted Answer

A)  Superior technology compared to rivals 
B)  Mutual approval of friend requests 
C)  Free nature of applications available to users 
D)  Low switching costs 
E)  Availability of venture capital funds 
A)  Superior technology compared to rivals 
B)  Mutual approval of friend requests 
C)  Free nature of applications available to users 
D)  Low switching costs 
E)  Availability of venture capital funds

Question 12

Facebook was conceived as a place for:

Accepted Answer

A)  musicians to reach out to unknown users and make them their fans. 
B)  any user to modify content created by others within a Web browser. 
C)  reinforcing the preexisting contacts of the users. 
D)  media discovery, bringing together users with similar tastes. 
E)  business users to update their details as they change their jobs. 
A)  musicians to reach out to unknown users and make them their fans. 
B)  any user to modify content created by others within a Web browser. 
C)  reinforcing the preexisting contacts of the users. 
D)  media discovery, bringing together users with similar tastes. 
E)  business users to update their details as they change their jobs.

Question 13

Firms spend more advertising online than they do on radio and magazine ads.

Accepted Answer

A) True 
 B)False

Question 14

One of Facebook's key resources for competitive advantage is:

Accepted Answer

A)  technology. 
B)  network internalities. 
C)  open source software. 
D)  high switching costs. 
E)  low venture capital investment. 
A)  technology. 
B)  network internalities. 
C)  open source software. 
D)  high switching costs. 
E)  low venture capital investment.

Question 15

Write a short note on how Mark Zuckerberg has retained control of Facebook.

Accepted Answer

The firm's rapid growth and high user en

Question 16

_____ refers to a link between nodes in the social graph.

Accepted Answer

The answer of _____ refers to a link between nodes...

Question 17

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because:

Accepted Answer

A)  they can charge users for accessing their content and hence, generate revenue. 
B)  they can afford to spend less on Web site maintenance. 
C)  users are keen on accessing content on these Web sites without signing up. 
D)  Facebook's advertising programs offer better revenue for viewed content. 
E)  they can associate their offerings with the Facebook brand. 
A)  they can charge users for accessing their content and hence, generate revenue. 
B)  they can afford to spend less on Web site maintenance. 
C)  users are keen on accessing content on these Web sites without signing up. 
D)  Facebook's advertising programs offer better revenue for viewed content. 
E)  they can associate their offerings with the Facebook brand.

Question 18

The term "content adjacency" refers to:

Accepted Answer

A)  placing advertisements to reach consumers based on various traits such as demographics and purchase history. 
B)  a technique used by online publishers to increase the effectiveness of their campaigns. 
C)  advertisements that are targeted based on a user's query. 
D)  a concern that an advertisement will run near offensive material, embarrassing an advertiser and / or degrading their products or brands. 
E)  problems associated with advertisements that run before a user arrives at the home page of a Web site. 
A)  placing advertisements to reach consumers based on various traits such as demographics and purchase history. 
B)  a technique used by online publishers to increase the effectiveness of their campaigns. 
C)  advertisements that are targeted based on a user's query. 
D)  a concern that an advertisement will run near offensive material, embarrassing an advertiser and / or degrading their products or brands. 
E)  problems associated with advertisements that run before a user arrives at the home page of a Web site.

Question 19

What is the biggest problem confronted by Facebook in the wake of the Beacon fiasco?

Accepted Answer

A)  Managers are unlikely to sign up for Facebook's future experiments. 
B)  New users are reluctant to sign up for the network's services. 
C)  Loyal users are migrating to rival networks with better protection of user privacy. 
D)  Facebook stands to lose the huge troves of user data it has aggregated over the years. 
E)  The sophisticated software used to power Beacon and News Feed might be outlawed. 
A)  Managers are unlikely to sign up for Facebook's future experiments. 
B)  New users are reluctant to sign up for the network's services. 
C)  Loyal users are migrating to rival networks with better protection of user privacy. 
D)  Facebook stands to lose the huge troves of user data it has aggregated over the years. 
E)  The sophisticated software used to power Beacon and News Feed might be outlawed.

Advertisers on Facebook are charged only on a pay-per-click basis for banner ads.

Facebook's key resources for competitive advantage are the sophisticated technological tools it provides to its users.

Which of the following statements holds true of network effects?

The dark Web refers to:

Which of the following statements is true of localization?

"Users want some semblance of control over their personal data, even if they are not bothered to manage it." This is often known as:

Banner ads are charged on _____.

Why is Sheryl Sandberg considered to be the copilot of Facebook?

_____ is a term used to describe each time an ad is served to a user for viewing.

_____ refer to a promotion technique popular with social media that attempts to get consumers to interact with an ad, and then shares that action with friends.

Which of the following factors has helped Facebook build up trust among its users?

Facebook was conceived as a place for:

Firms spend more advertising online than they do on radio and magazine ads.

One of Facebook's key resources for competitive advantage is:

Write a short note on how Mark Zuckerberg has retained control of Facebook.

_____ refers to a link between nodes in the social graph.

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because:

The term "content adjacency" refers to:

What is the biggest problem confronted by Facebook in the wake of the Beacon fiasco?

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Exam 9: Facebook: Building a Business From the Social Graph

Advertisers on Facebook are charged only on a pay-per-click basis for banner ads.

Facebook's key resources for competitive advantage are the sophisticated technological tools it provides to its users.

Which of the following statements holds true of network effects?

The dark Web refers to:

Which of the following statements is true of localization?

"Users want some semblance of control over their personal data, even if they are not bothered to manage it." This is often known as:

Banner ads are charged on _____.

Why is Sheryl Sandberg considered to be the copilot of Facebook?

_____ is a term used to describe each time an ad is served to a user for viewing.

_____ refer to a promotion technique popular with social media that attempts to get consumers to interact with an ad, and then shares that action with friends.

Which of the following factors has helped Facebook build up trust among its users?

Facebook was conceived as a place for:

Firms spend more advertising online than they do on radio and magazine ads.

One of Facebook's key resources for competitive advantage is:

Write a short note on how Mark Zuckerberg has retained control of Facebook.

_____ refers to a link between nodes in the social graph.

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because:

The term "content adjacency" refers to:

What is the biggest problem confronted by Facebook in the wake of the Beacon fiasco?

Setting the Stage: Technology and the Modern Enterprise

Strategy and Technology: Concepts and Frameworks for Understanding What Separates Winners From Losers

Zara: Fast Fashion From Savvy Systems

Netflix in Two Acts: the Making of an E-Commerce Giant and the Uncertain Future of Atoms to Bits

Moores Law and More: Fast, Cheap Computing, Disruptive Innovation, and What This Means for the Manager

Amazoncom: an Empire Stretching From Cardboard Box to Kindle to Cloud

Understanding Network Effects: Strategies for Competing in a Platform-Centric, Winner-Take-All World

Social Media, Peer Production, and Web 20

Understanding Software: a Primer for Managers

Software in Flux: Partly Cloudy and Sometimes Free

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Information Security: Barbarians at the Gateway and Just About Everywhere Else

Google in Three Parts: Search, Online Advertising, and Beyond

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