IS Exam 3

On a typical day, approximately, ____% of a adult users in the United States logs on to the Internet
80
Which of the following online advertising formats is the most effective?
video ads
Which of the following would you implement to collect and analyze your company’s big data?
Hadoop
Which of the following is not one of the main stages of the online purchasing process?
browsing
Which of the following forms of online advertising is growing the fastest?
video
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:
unique visitors
In 2013, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?
60%
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
Search engine advertising and marketing expenditures in 2013 were approximately:
$19.5 billion
Which of the following is not true about search engine advertising?
Search engine advertising is the fastest growing type of online advertising
Which of the following is not a practice that degrades the results and usefulness of search engines?
social search
All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:
targeted banner ads
“Shoppers” constitute approximately ____% of the online Internet audience
90
A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?
sponsorship
Which of the following is the top concern of Internet users about purchasing online?
lack of trust in the purchase process
Studies of the effects of social “connectedness” on Internet purchases indicate that the more “connected” and individual:
the less that individual is influenced by friends’ purchases
A typical response rate for an e-mail campaign would be ___%
5
In modeling online consumer behavior, the concept of “consumer skills” refers to the:
knowledge consumers have about how to conduct online transactions
Which of the following statement about CAN-SPAM is not true?
CAN-SPAM prohibits unsolicited e-mail (spam)
Approximately ____ of annual offline retail sales is influenced by online browsing
one-third
Which of the following is the most important tool in establishing a relationship with the customer?
company Web site
Impressions are a measure of the:
number of times an ad is served
View-through rate measures the _____ response rate to an ad
30-day
Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan?
local marketing
Hits are a measure of the:
number of http requests
Which of the following statements about the Internet’s impact on marketing is not true?
The Internet has decreased the impact of brands
Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?
universal standards
Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers’ real-time behavior to be gathered and analyzed?
information density
The richness made possible by e-commerce technologies does which of the following?
It allows video, audio, and text to be integrated into a single marketing message and consuming experience
For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 pages requests per visit, there will be ___ entries in the transaction log each month
50 million
Purchasing an online ad on a CPA basis means that the advertiser:
pays only for those users who perform a specific action, such as registering, purchasing, etc.
All of the following statements about cookies are true except:
the data typically stored in cookies included a unique ID and e-mail address
A Web beacon is:
a tiny graphics file embedded in an e-mail or Web page
_____ is an industry-standard database query and manipulation language
SQL
All of the following are traditional online marketing tools except:
social marketing
Which of the following example illustrates the “Long Tail” phenomenon?
Over 50% of Netflix’s 100,000 titles are rented at least once a day by someone
A ____ is a repository of customer information that records all of the contacts that a customer has with a firm and generate a customer profile a available to everyone in the firm with a need to know the customer
CRM system
Which of the following measures the average length of stay at a Web site?
stickiness
Acquisition rate is a measure of the :
percentage of visitors who indicate an interest in a site’s products by registering or visiting a product’s pages
The marketing technique known as ____ involves merchants offering products or services for a very low price for a short period of time
flash marketing
Recency refers to the:
time elapsed since the last action taken by a customer
Which of the following is not a feature that is driving the growth of social marketing and advertising?
affiliate programs
Conversion rate is a measure of the :
percentage of visitors who become customers
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
The Nike iD program is an example of which of the following marketing technique?
customer co-production
The incremental cost of building the next unit of a good is called the:
marginal cost
Which of the following statements about a free pricing strategy is false?
the free pricing strategy was born in the early days of the Web
Creating multiple variations of information goods and selling these to different market segments at different prices is called:
versioning
All of the following are fixed price strategies except:
yield management
All of the following were popular types of online marketing before 2007 except:
corporate Web site
Which of the following is not true about social marketing?
in 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing
Which of the following is not true about mobile marketing?
by 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing
The second most popular social network in terms of average minutes per visitor is:
Tumblr
Which of the following purchased Tumblr in May 2013?
Yahoo
Which of the following is the first step in the social marketing process?
fan acquisiton
Encouraging users to click a Like button is an example of which step in the social marketing process?
amplification
Your Facebook News Feed includes all of the following except:
tweets
Which of the following statements about Graph Search is not true?
It relies on Google to supplement its search results
Facebook’s display ads are called:
Marketplace Ads
Which of the following do Facebook users spend the most time on?
News Feed
Which of the following is a real-time feed showing a friend’s activities, chats, and music listening on Facebook?
Ticker
Which of the following statements is not true?
Facebook Home is Facebook’s app for iOS devices
All of the following marketing tools on Facebook require payment except:
Facebook Offers
The ratio of impressions to fans is a measure of:
fan acquisition
Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand?
Amplify
Which of the following involves a coupon or other promotional offer that appear in users’ Twitter timeline?
Lead Generation Card
Which of the following statements about Pinterest is not true?
About 30% of online adults use Pinterest
Which of the following are features of both Pinterest and Twitter?
hashtags
All of the following are Pinterest marketing tools except:
Promoted Accounts
The number of people exposed to pins is a measure of which of the following?
fan acquisition
Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?
Curalate
In 2013, mobile commerce revenues are approximately:
$39 billion
By 2017, mobile commerce revenues are expected to be approximately:
$109 billion
Which of the following statements is not true?
Desktop search revenues are increasing for Google
Which of the following is the most popular use for mobile devices?
entertainment
Which of the following statements about the use of tablets is not true?
The number of smartphone users is still growing faster than the number of tablet users
Which type of apps account for the most user time?
game and entertainment apps
Which of the following dominates mobile advertising?
Google
Which of the following is the leading display ad site on mobile devices?
Facebook
Which of the following accounts for the most mobile ad spending?
search engine advertising
Which of the following statements is not true?
Women are more active purchasers on smartphones than ment
Which of the following is another term for amplification?
reach
The newest and fastest growing segment of the digital marketing universe is:
location-based mobile marketing
In 2013, location-based mobile marketing accounted for how much in marketing expenditures?
$230 million
Which of the following earns the most location-based marketing revenue?
Google
Miller Coors used which of the following technique to alert Blue moon beer fans as to where it could be purchased?
Geo-fencing
Display ads constitute about _____% of mobile ad spending
33
SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure:
amplification
What percentage of smartphone users have used their phones for proximity searches on information like local weather?
95%
Facebook’s share price fell dramatically after its IPO because investors feared that:
Facebook would be unable to increase advertising revenues enough
Facebook’s marketing success on both desktop and mobile platforms is based on:
ads inserted into user’s New Feeds
Surveys have found that the least influential online marketing format for driving consumers to purchase is:
social networks
How does Google Analytics track user behavior at a participating Web site?
beacons
Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising?
Google Analytics
Companies are not permitted to collect personal information from children under the age of ____ without parental consent
13
Which children’s Web site was fined $3 million in 2011 for collecting and sharing children’s personal information without consent of their parents?
Emily’s Dress Up
How can a smartphone’s gyroscope and accelerometer be used in product marketing?
to enhance user interaction with mobile multimedia
Which social marketing proved the most effective for ExchangeHunterJumper.com?
Facebook
Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses?
establishing customer needs and habits as the top priority in all marketing decisions
Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying?
social technology
Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products?
global reach
Which of the following is not true of the 4 basic principles shared by ethical schools of thought in western culture?
privacy
What is the first step in analyzing an ethical dilemma?
Identify and describe the facts
Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society?
the collective utilitarian principle
Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision?
The golden rule
Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise?
no free lunch
Which ethical principle states that if an action can’t be taken repeatedly, then it is not right to take at all?
the slippery slope
Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society?
the social contract rule
Which ethical principle tells you that it is wise to assume perfect information markets?
the new york times test
Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost?
risk aversion
Which of the following basic ethical concepts plays an important role in defining privacy?
due process
_____is collected data that can be used to identify and locate an individual
PII
Which of the following tools can companies use to track user statements and views on newgroups, chat groups, and other public forms?
search engines
Which of the following can be used to record all keyboard activity of a user?
spyware
Which of the following is not one of the issues complicating the taxation of e-commerce sales?
taxes raised are used for different government purposes
Google’s Gmail advertising has raised concerns about which of the following issues?
privacy
Which of the following statements about industry self-regulation regarding privacy is not true?
the NAI’s privacy policies have established the TRUSTe seal
The sharing of a user’s stored cookie information between Web sites and without the user’s knowledge is:
legal in the US but illegal in Europe
Which of the following requires financial institutions to inform consumers of their privacy policies and permit consumers some control over their records?
Gramm-Leach-Bliley Act
A social consequence of the richness of Internet information is:
very persuasive messages might reduce the need for multiple independent sources of information
Which of the following is a core Fair Information Practices (FIP) principle?
choice/consent
Which of the FTC’s Fair Information Practices principles requires identification of the collector of data?
notice/awareness
Which of the FTC’s Fair Information Practices principles requires opt-in or opt-out policies to be in place?
choice/consent
What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)?
require firms to have consumers affirmatively opt-in before PII is collected
“Do Not Track” falls under which of the following principles int he FTC’s new privacy framework?
simplified choice
Which of the following technologies allows you to send e-mail without a trace?
anonymous remailers
Which pricing plan charges fees to e-commerce firms based on the amount of traffic they generate?
highway pricing
What is the major reason that the Internet has such potential for destroying traditional conceptions and implementation of intellectual property law?
the ability to make perfect copies of digital works at little cost
Which of the following protects original forms of expression in a tangible medium?
copyright law
How long does copyright protection extend for corporate-owned works?
95 years
Which of the following situations would not qualify for the fair use exceptions to US copyright law?
A student copies a photograph of his favorite band from a Web site created by the band’s record label and places it on the student’s personal Web site
All of the following are factors that will be considered in determining whether use of copyrighted material is “fair use” except the:
free availability of the work on the Web
Downloading music tracks owned by record companies without paying for them is an example of a violation of:
copyright law
All of the following are possible penalties for violating the Digital Millennium Copyright Act except:
up to 10 years imprisonment for a first offense
All of the following statements about the Digital Millennium Copyright Act are true except
the DMCA makes Internet Service Providers resonsible and accountable for hosting Web sites or providing services to infringers regardless of whether the IPS is aware of infringement
Which of the following allows someone to obtain an exclusive monoploy on the ideas behind an invention for 20 years?
patent law
All of the following statements about patents are true except:
it is more difficult to obtain a copyright than it is to obtain a patent
Which case was instrumental in paving the way for Internet business methods patents?
state street bank & trust co. v. signature financial group inc
Amazon has a patent on:
one-click purchasing
Disputes over federal trademarks involve establishing:
infringement
Registering a domain name similar or identical to trademarks of others to extort profits from legitimate holders is an examples of:
cybersquatting
All of the following are data elements that are often gathered by e-commerce sites except:
family member identities
Registering a domain name similar or identical to trademarks of others to divert Web traffic to their own sites is an example of:
cyberpiracy
Registering the domain name google.com with the intent to divert Web traffic from people misspelling google.com is an example of:
typosquatting
Critics have pointed out that the Chrome browser’s Suggest button, which suggests queries based on search terms entered by the user, is in fact, a type of:
key logger
The display of a third-party’s Web site or page within your own Web site is called:
framing
Which of the following statements about e-commerce surveillance is not true?
Google discards search information after 12 months
Which of the following is not one of the 4 stages of e-commerce governance?
deregulations
Which of the following statements about social, local, and mobile privacy is not true?
Google and Apple track and record how users interact with the apps on users’ smartphones
Which of the following is not a major trend in online retail for 2013-14?
lunchtime purchases are the fastest growing time segment for online retail purchases
Personal consumption of retail goods and services accounts for approximately ____% of the US GDP.
70
8 of the top 10 fastest-growing e-commerce merchants from 2003 to 2013 were
bricks and clicks companies
Within the US retail market personal consumption of ____ accounts for the largest share
durable goods
Comparison shopping sites drive approximately ____% of e-commerce
15
The MOTO sector of the retail industry is most similar to the ____ sector
online retail sales
Which of the following is not one of the 7 major segments of the retail industry?
electronics and computers
Service industry groups are categorized generally into 2 groups, those that provide transaction brokering and those that involve
providing hands on service
All of the following statements about the MOTO sector are true except:
the MOTO sector is also referred to as the specialty store sector
All of the following were factors that precipitated the growth of MOTO except:
the growth of the cellular phone industry
All of the following were parts of the vision during the early days of e-commerce except the belief that:
new “first-mover” middleman, with expertise in e-commerce, would force traditional intermediaries out of business
In 2013, online retail revenues were approximately:
$260 billion
In 2013, approximately what percentage of Internet users over the age of 14 made a purchase at an online retail store?
73%
Which consumer review aggregator is facing charges that as many as 10 million of its reviews are faked?
TripAdvisor
The top 10 retailers account for about ____% of all online retail
50
All of the following are advantage of online retail except
faster delivery of goods
Which of the following is not one of the central challenges facing the online retail industry?
lack of physical store presence
Which of the following is not one of the methods used by traditional retailers to develop multi-channel integration?
online supply-push
Which of the following is not a key industry strategic factor?
synergies
All of the following are strategic factors that pertain specifically to a firm and its related businesses except:
power of customers
The lower the cost of sales compared to ____, the higher the gross profits
revenues
Gross margin is defined as gross profit
divided by net sales revenues
Which of the following is not categorized as an operation expense?
the cost of products being sold
Operating margin is defined as:
operating income or loss divided net sales revenues
What is another name for pro forma earnings
EBITDA
Which of the following would not be considered a current asset?
long-term investments
Current liabilities are debts of the firm that will be due within:
one year
For a quick check of a firms’s short-term financial health, examine its
working capital
Virtual merchants face potentially large costs for all of the following except:
building and maintaining physical stores
All of the following statements about Amazon are true except
Amazon has achieved success by focusing on its primary mission: selling books at highly competitive prices
All of the following are challenges faced by bricks and clicks firms except
building a brand name
All of the following are challenges for catalog merchants except
building sophisticated order entry and fulfillment systems
Which of these job recruitment sites is a job site aggregator
simply hired
The term demand-pulling to
waiting for orders to be received before building a product
All of the following are examples of the challenges that traditional manufactures experience when using the Internet to sell directly to the consumer except
high cost strctures
Which of the following has experienced the most significant online growth?
offline general merchandisers
Approximately ___% of the US labor force is involved in providing services
75
Which of the following is not an example of a transaction broker
an accountant
All of the following services require extensive personalization except
financial services
Which of the following is not one of Amazon’s primary business models?
financial service provider
Which of the following statements about online banking is not true?
online banking is beginning to displace national banks
In___, all of a customer’s financial (and even non-financial) data are pulled together at a single personalized web site
account aggregation
The Internet has resulted in lower search costs, increased price comparison, and lower prices to consumers for which insurance product line
term life insurance
All of the following statements about the online insurance industry are true except
the Internet had dramatically changed the insurance industry’s value chain
All of the following statements about the online real estate services market are true except
the Internet and e-commerce have created significant disintermediation in the real estate marketplace
Craiglist is a player in which of the following online services market?
real estate services and career services
Which of the following best explain why the service sector is a natural a venue for e-commerce?
much of the value in service is based on the collection, storage, and exchange of information
What is the largest sector of the online travel services market in terms of revenue?
airline reservations
Which of the following statements is not true?
online travel services is one of the few sectors in which extensive disintermediation has occurred
Which of the following is not a major trend in the online recruitment services industry?
disintermediation
What are the 5 stages in consumer decision process
awareness of need
search for more information
evaluation of alternatives
actual purchase decision
post-purchase contact with firm
General online behavior model
consumer skills
product characteristics
attitudes toward online purchasing
perceptions about controls over Web environment
web site features: latency, usability, security
2 most important factors shaping decision to purchase online
utility and trust
Utility
better prices, convenience, speed
Trust
most important factors: perception of credibility, ease of use, perceived risk
sellers can develop trust by building strong reputations for honesty, fairness, delivery
How an advertising network such as double click works
1. consumer requests web page from ad network member site
2. merchant server connects to double click ad server
3. ad server reads cookie; checks database for profile
4. ad server selects and serves an appropriate banner ad based on profile
5. double click follows consumer from site to site through use of tracking files
look at moral dimension of an internet society slide from chapter 8