Question 1

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Accepted Answer

A) bundling. 
B) customization. 
C) dynamic pricing. 
D) versioning.

Question 2

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A) 58% 
B) 68% 
C) 78% 
D) 88%

Question 3

Consumers choose the online channel primarily due to social media influence.

Accepted Answer

A) True 
 B)False

Question 4

All of the following are among those most frequently affected by ad-blocking except:

Accepted Answer

A) gaming sites. 
B) newsgroup/forums. 
C) social network sites. 
D) online retailers.

Question 5

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Accepted Answer

A) long tail marketing 
B) flash marketing 
C) yield management 
D) bait-and-switch

Question 6

View-to-cart ratio 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 views that lead to an add-to-cart action. 
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 7

Google's AdSense is an example of which of the following?

Accepted Answer

A) context advertising 
B) SEO 
C) programmatic advertising 
D) viral marketing

Question 8

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

Question 9

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

Accepted Answer

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

Question 10

Online traffic is driven by offline brands and shopping.

Accepted Answer

A) True 
 B)False

Question 11

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.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Purchasing an online ad on a CPA basis means that the advertiser:

Accepted Answer

A) pays for impressions in 1,000 unit lots. 
B) pays a pre-negotiated fee for each click an ad receives. 
C) pays only for those users who perform a specific action, such as registering, purchasing, etc. 
D) exchanges something of equal value for the ad space.

Question 14

The majority of online shoppers find vendors by clicking on display ads.

Accepted Answer

A) True 
 B)False

Question 15

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

A) True 
 B)False

Question 16

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Accepted Answer

A) True 
 B)False

Question 17

Regular in-app cookies can be shared between apps.

Accepted Answer

A) True 
 B)False

Question 18

What is big data and why are marketers interested in it?

Accepted Answer

The answer of What is big data and why are...

Question 19

Which of the following statements about native advertising is not true?

Accepted Answer

A) Native advertising is controversial. 
B) Native advertising is a new form of advertising found only online. 
C) Native advertising is growing rapidly, especially on social networks. 
D) Consumers look at native ads much more frequently than display ads.

Question 20

Transaction logs are built into client software.

Accepted Answer

A) True 
 B)False

Exam 6: E-Commerce Marketing and Advertising Concepts

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Consumers choose the online channel primarily due to social media influence.

All of the following are among those most frequently affected by ad-blocking except:

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

View-to-cart ratio is a measure of the:

Google's AdSense is an example of which of the following?

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

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

Online traffic is driven by offline brands and shopping.

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

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

Purchasing an online ad on a CPA basis means that the advertiser:

The majority of online shoppers find vendors by clicking on display ads.

Evidence suggests that real-time customer chat increases the dollar value of transactions.

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Regular in-app cookies can be shared between apps.

What is big data and why are marketers interested in it?

Which of the following statements about native advertising is not true?

Transaction logs are built into client software.