E-commerce Test 2

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Which of the following occurred during the Commercialization phase of Internet development?
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NSF privatized the operation of the Internet’s backbone.
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The process of slicing digital messages into parcels, sending them along different communication paths as they become available, and reassembling them at the destination point is called:
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packet switching
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The Internet Layer of TCP/IP is responsible for which of the following?
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addressing, packaging, and routing messages
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The address used by a browser to identify the location of content on the Web is called:
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uniform resource locator
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The ________ allows a natural language expression, such as Google.com to represent a numeric IP address.
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domain name system
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________ is a model of computing in computer processing, storage, software, and other services are provided as a shared pool of virtualized resources over the Internet.
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Cloud computing
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________ is a utility program that allows you to check the connection between your client and a TCP/IP network.
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Ping
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Which of the following statements about cloud computing is not true?
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A public cloud is typically used by companies with stringent privacy and security requirements.
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Which of the following are specialized computers that interconnect the thousands of computers that make up the Internet in order to transmit message parcels along available communication paths and on to their destinations?
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routers
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Which of the following are central directories that list all domain names currently in use for specific domains?
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root servers
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Which of the following is a set of rules for transferring data?
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protocol
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Which of the following is a utility program that allows you to track the path of a message you send from your client to a remote computer on the Internet?
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Tracert
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TCP/IP operates in which layer of Internet architecture?
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Transport Services and Representation Standards layer
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The Web runs in which layer of Internet architecture?
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Applications layer
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The layer of Internet architecture that ties the applications to the communications network and includes such services as security and authentication is called the
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Middleware Services layer.
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Which of the following is not true about the mobile platform?
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Most smartphones use Intel chips.
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What type of Internet access technology are Google and Facebook hoping to use to provide Internet access to remote parts of the world
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drones
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Which of the following is not a limitation of the current Internet?
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the difficulty in expanding capacity by adding servers and clients
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Which of the following refers to delays in messages caused by the uneven flow of information packets through the network?
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latency
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Which of the following is currently the most popular Web browser?
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Internet Explorer
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All of the following are characteristics of HTML5 except:
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support for digital rights management.
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Prior to the development of e-commerce, Web sites primarily delivered static HTML pages.
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True
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Which of the following typically includes a data flow diagram to describe the flow of information for an e-commerce site?
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logical design
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The process of comparing a Web site with that of its competitors in terms of response speed, quality of layout, and design is known as:
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benchmarking
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Which of the following are the two main components of a systems design?
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logical design and physical design
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Explain the main functionalities included in e-commerce merchant server software.
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online catalog, order taking capabilities using an online shopping cart, and online credit card processing typically includes a database and the capability to post lists, product descriptions, product photographs, and in larger sites even sound, animations, videos, or interactivities with product demonstrations and customer service representatives.
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Which of the following types of e-commerce presence is best suited for creating an ongoing conversation with one’s customers?
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social media
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Which of the following details the actual hardware components to be used in a system?
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physical design
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Apache Web server software works with Linux and Unix operating systems.
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True
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Advantages of dynamic page generation include all of the following except:
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client-side execution of programming.
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When developing an e-commerce presence, it is important to understand that the business must drive technology decisions, not the reverse.
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True
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The Web server software used has a significant impact on how a Web site’s Web pages look on a user’s computer.
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False
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In order from beginning to end, the major steps in the SDLC are:
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systems analysis/planning systems design building the system testing implementation
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Using prebuilt templates is typically one of the most expensive choices when building an e-commerce site.
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False
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What are the two most important management challenges in building a successful e-commerce presence?
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developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives
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Which system functionality must your Web site have in order to be able to personalize or customize a product for a client?
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customer on-site tracking
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All of the following are basic functionality provided by e-commerce merchant server software except:
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marketing software
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What are the phases, activities, and milestones for developing an e-commerce presence for a typical start-up Web site over a one-year period?
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Phase 1/Planning, in which an e-commerce presence would be envisaged and personnel developed, with a milestone of creating a mission statement. Phase 2/Web site development, in which content would be acquired, a site design developed, and hosting arranged for the site, with a milestone of creating a Web site plan. Phase 3/Web implementation, in which keywords and metatags would be developed, search engine optimization strategies deployed, and potential sponsors identified, with a creation of a functional Web site as the milestone. Phase 4/Social media plan, in which appropriate social platforms and content for products and services would be identified, with the creation of a social media plan as the milestone. Phase 5/Social media implementation, in which a Facebook, Twitter, Pinterest and other social media presence would be developed, with a functioning social media presence as the milestone. Phase 6/Mobile plan, in which a mobile plan would be developed with options for porting the Web site to the mobile platform considered, and with a mobile media plan as the relevant milestone. Phase 6/Mobile plan might also be the first phase for a firm that wanted to employ mobile first design.
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All of the following are basic information requirements for a product database except:
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customer ID numbers
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All of the following are basic functionality provided by Web servers except:
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a shopping cart
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The annual maintenance cost for a Web site is typically much lower than its development cost.
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False
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All of the following might be part of a Web site’s middle-tier layer except:
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legacy corporate applications
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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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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 forms of online advertising is expected to grow the fastest between 2015 and 2019?
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rich media
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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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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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Amazon’s Associates program is an example of which of the following?
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affiliate marketing
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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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All of the following are “traditional” online marketing tools except:
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social 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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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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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 is an automated, auction-based method for matching demand and supply for online display ads?
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Programmatic advertising
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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 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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A Web beacon is:
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a tiny graphics file embedded in an e-mail or Web page
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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 generates a customer profile available to everyone in the firm with a need to know the customer
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CRM system
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To answer a question such as “At what time of day does our company sell the most products?” you would use ________ data mining.
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query-driven
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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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Uber has been criticized for using which of the following?
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surge pricing
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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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Time elapsed since the last visit made by a customer.
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recency
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What is cross-platform attribution and why is it difficult?
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involves understanding how to assign appropriate credit to different marketing initiatives on a variety of platforms that may have influenced a consumer along the way to an ultimate purchase. there is increasing recognition that first-click and last-click models that focus on either the first or last marketing channel or advertising format that a consumer engages with prior to a purchase, are not sufficient. is difficult because there is a lengthy path from simple online ad impressions, Web site visits, and page views to the purchase of a product.
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Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?
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First, the Internet as a communications medium has broadened the scope of marketing. Marketing messages can now easily reach a greater number of people. Second, the Internet has increased the richness of marketing communications by combining text, video, and audio content into rich messages. Some even think that the Web is a richer medium than television or video because of the complexity of messages and the huge amount of, and wide ranging, content that is available. Third, the Internet has greatly expanded the information intensity of the marketplace by providing marketers with fine-grained, detailed, real-time information about consumers as they transact in the marketplace. Fourth, the always-on, always-attached, environment created by mobile devices results in consumers being much more available to receive marketing messages. One result is an extraordinary expansion in marketing opportunities for firms.
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Which of the following is not true about social marketing?
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More than 50% of Twitter’s ad revenues are generated by desktop users.
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Which of the following is the first step in the social marketing process?
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fan acquisition
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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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Ads that appear in a Facebook user’s News Feed are called:
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Page Post Ads
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The ratio of impressions to fans is a measure of:
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fan acquisition
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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 another term for amplification?
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reach
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Which of the following is not true about mobile marketing?
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People use most of their mobile minutes while they are on the go.
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Name and describe the five steps in the social marketing process with Facebook, Instagram OR Pinterest.
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Social marketing campaigns begin with fan acquisition, which involves using any of a variety of means, from display ads to News Feed and page pop-ups, to attract people to your Facebook page, Twitter feed, or other platform like a Web page. The next step is to generate engagement, which involves using a variety of tools to encourage users to interact with your content and brand located on your Facebook or Web pages. You can think of this as “starting the conversation” around your brand. Once you have engaged visitors, you can begin to use social site features to amplify your messages by encouraging users to tell their friends by clicking a Like or +1 button, or by sending a message to their followers on Twitter. Amplification involves using the inherent strength of social networks to continue the spread of its message. Once you have gathered enough engaged fans, you will have created the foundation for a community – a more or less stable group of fans who are engaged and communicating with one another over a substantial period of time (say several months or more). The ultimate goal is to enlarge your firm’s “share of the online conversation.” The process ends with strengthening the brand and, hopefully, additional sales of products and services.
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Which of the following statements is not true?
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Google is the leading display ad site on mobile devices.
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According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?
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Around 33%
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By 2015, spending on social marketing will be more than double the amount spent on mobile marketing.
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False
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In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing.
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False
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Traditional desktop marketing has become the smallest part of all online marketing.
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False
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Visitors spend significantly more time on Facebook than any other social network site.
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True
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Brand pages on Facebook typically attract more visitors than a brand’s Web site.
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True
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Facebook’s AD functionality includes everyone’s public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends.
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False
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What are the implications for marketers given that mobile users spend over 70% of their smartphone time using apps and that on average, users only use about 26 apps a month?
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If consumers are primarily using apps rather than browsing the Web on their mobile devices, marketers need to place ads in apps where most of the action is for attracting consumers, and that means social, entertainment, and game sites. Second, if mobile consumers only use, on average, 26 apps, then marketers need to concentrate their marketing in these popular apps, let’s say, the top 100. Niche marketers, on the other hand, can concentrate their ads in apps that support that niche. A distributor of diving equipment, for instance, could place ads in apps devoted to the diving community. There may not be many users of the app, but those who do use it are highly motivated on the topic. Another implication for marketers is that rather than focus on mobile display ads that are difficult to read, the best ad may be an app that directly serves customer interest or an ad in an app that is precisely targeted to the consumer’s current activities and interests. For instance, ads in newsfeeds, or pre-roll ads prior to music or video, will do much better than display ads placed elsewhere.
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Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?
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location-based mobile marketing
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Identify and describe the layers of the internet:
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Layer 1 is how you connect to the internet. Layer 2 is is how the data is transmitted/protocol. Layer 3 is services to facilitate transmission. Layer 4 is what you are doing.
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The Hourglass Model of the Internet and what happens in all of the layers:
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Network Technology Substrate: LANS, DSL, wireless, fiber optic, satellite, coaxial cable. Transport Services and Representation Standards: IPv6/IPv4, TCP. Middleware Services: Storage repositories, security, authentication/identity management, file systems. Applications: Web browsers, e-mail clients, media players, image servers, remote login.
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Delays in messages are called:
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packet switching
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The transport layer is not required in the Intranet.
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False
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Middle Wear Service
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The glue that ties the applications to the communication networks and includes such services as security, authentication, addresses, and storage repositories.
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Identify the management challenges specific to building a successful e-commerce presence.
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Developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives.
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Identify the five major steps the systems development life cycle.
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Systems analysis/planning Systems design Building the system Testing Implementation.
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Physical Design
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Translates the logical design into physical components.
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Logical Design
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Describes the flow of information at your e-commerce site, the processing functions that must be performed, the databases that will be used, the security and emergency backup procedures that will be instituted, and the controls that will be used in the system.
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Benchmarking
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A process in which the site is compared with those of competitors in terms of response speed, quality of layout, and design.
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PHP
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An open source that’s general purpose is scripting language.
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Describe the difference between utility and trust
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Utility offers better prices, convenience, and speed. Trust offers perception of credibility, ease of use, and perceived risk.
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What are some ways that internet advertising is different from TV advertising.
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Internet advertising is more personalized, more participatory, more peer-to-peer, and more communal.
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Identify the online communications that support the evaluation of alternatives stage of the consumer decision process.
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Search engines, online catalogs, site visits, product reviews, user evaluations, and social networks.
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Describe and identify the functions of a website to a business.
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Establish brand identity and customer expectations (differentiating products). Anchor the brand online (central point for all marketing messages). Inform and educate customer, and shape customer experience.
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Identify and define viral marketing.
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The process of getting customers to pass along a company’s marketing message to friends, family, and colleagues.
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Unique visitors
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The number of distinct, unique visitors to a site, regardless of how many pages they view.
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What are the features of mobile marketing that make it so advantageous for businesses?
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Search ads, display ads, video, messaging (SMS text messaging with coupons or flash marketing messages), e-mail, and sponsorships.
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Identify why local mobile is attractive to marketers.
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Mobile users are more active and ready to purchase than desktop users.
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__% of US smartphone users use mobile devices to search for local products and services.
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80%
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__% visit a store within 1 day of the local search.
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50%
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__% make a purchase.
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18%
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Proximity Marketing
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Techniques that identify a perimeter around a physical location and then target ads to users within the perimeter, recommending actions possible within the fenced in area.
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Geo-aware techniques
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Identify location of user’s devices and target ads, recommending actions within reach.
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Social Density
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Refers to the number or interactions among members of a group and reflects the connectedness of a group even if these connections are forced on users.

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