CID 450 Ch 6 – Flashcards
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Transaction logs are built into web server software.
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True
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Research shows that the two most important factors shaping the decision to purchase online are utility and trust.
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True
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Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.
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true
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Consumers choose online channels (e.g., e-mail) primarily due to social media influence.
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False
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The highest amount of online advertising spending is for online video ads.
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False
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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 one of the main stages of the online purchasing process?
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conversation
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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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Which of the following is based on the idea of complete price transparency in a perfect information marketplace?
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the Law of One Price
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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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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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Hits are a measure of the:
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number of HTTP requests.
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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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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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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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Which of the following is the most important tool in establishing a relationship with the customer?
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company website
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Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?
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viral marketing
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Which of the following statements about CAN-SPAM is not true?
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CAN-SPAM prohibits unsolicited e-mail (spam).
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Uber has been criticized for using which of the following?
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surge pricing
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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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Consumers tend to look at native ads more frequently than display ads.
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True
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Evidence suggests real-time customer chat increases the dollar value of transactions.
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True
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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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All of the following are fixed price strategies except:
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yield management
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________ is an industry-standard database query and manipulation language.
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SQL
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Which of the following measures the average length of stay at a website?
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stickiness
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Google's AdSense is an example of which of the following?
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context advertising
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Which of the following measures the percentage of e-mails that could not be delivered?
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bounce-back rate
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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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The Nike iD program is an example of which of the following marketing techniques?
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customer co-production
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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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The percentage of all e-mail that is spam averaged around ________% in 2016.
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53
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Which of the following industries accounts for the highest percentage of spending on online advertising?
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retail
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All of the following are "traditional" online marketing tools except:
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social marketing
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The majority of online shoppers find vendors by clicking on display ads.
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False
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Lead generation marketing firms specialize in inbound marketing.
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True
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Ad blockers operate in a manner similar to which of the following?
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Firewalls
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Which of the following would you use as a framework for working with your company's big data sets?
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hadoop
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Which of the following is an automated, auction-based method for matching supply and demand for online display ads?
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programmatic advertising
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All of the following are among those most frequently affected by ad-blocking except:
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online retailers
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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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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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All of the following statements about cookies are true except:
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the data typically stored in cookies includes a unique ID and e-mail address.
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In 2016, what was the approximate Internet penetration rate for individuals with less than a high-school education?
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66%
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The incremental cost of building the next unit of a good is called the:
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marginal cost
