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