Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Management
Q:
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?
A) integrating online and offline marketing techniques to establish a consistent brand
B) adapting marketing techniques to keep up with new Internet technologies
C) valuing quality over quantity at each stage in the Web site development process
D) establishing customer needs and habits as the top priority in all marketing decisions
Q:
The second most popular social network in terms of average minutes per visitor is:
A) Instagram.
B) Pinterest.
C) LinkedIn.
D) Tumblr.
Q:
Which of the following is not true about social marketing?
A) More than 50% of Twitter's ad revenues are generated by desktop users.
B) Social marketing is growing at around 30% a year.
C) Social marketing differs markedly from traditional online marketing.
D) In social marketing, business cannot tightly control their brand messaging.
Q:
What is marketing analytics software and what is it used for?
Q:
What is cross-platform attribution and why is it difficult?
Q:
Which of the followingmeasures the percentage of customers who purchase once but never return within a year?
A) retention rate
B) attrition rate
C) loyalty rate
D) conversion rate
Q:
Which of the following is the most meaningful metric for video ads?
A) view time
B) click-through rate
C) completion rate
D) skip rate
Q:
Which of the following measures the percentage of e-mails that could not be delivered?
A) abandonment rate
B) unsubscribe rate
C) bounce-back rate
D) attrition rate
Q:
Which of the following measures the ratio of items purchased to product views?
A) conversion rate
B) cart conversion rate
C) browse-to-buy ratio
D) view-to-cart ratio
Q:
Conversion rate is a measure of the:
A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
B) percentage of visitors who become customers.
C) percentage of existing customers who continue to buy on a regular basis.
D) percentage of shoppers who do not return within a year after their initial purchase.
Q:
Recency refers to the:
A) percentage of customers who do not return during the next year after an initial purchase.
B) time elapsed since the last visit made by a customer.
C) percentage of existing customers who continue to buy on a regular basis.
D) percentage of customers who return to the site within a year to make additional purchases.
Q:
Acquisition rate is a measure of the:
A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
B) percentage of visitors who become customers.
C) percentage of existing customers who continue to buy on a regular basis.
D) percentage of shoppers who do not return within a year after their initial purchase.
Q:
Which of the following measures the average length of stay at a Web site?
A) loyalty
B) stickiness
C) page views
D) retention rate
Q:
eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?
A) the total number of impressions
B) the total number of impressions in hundreds
C) the total number of impressions in thousands
D) the total number of impressions in millions
Q:
Purchasing an online ad on a CPA basis means that the advertiser:
A) pays for impressions in 1,000 unit lots.
B) pays a pre-negotiated fee for each click an ad receives.
C) pays only for those users who perform a specific action, such as registering, purchasing, etc.
D) exchanges something of equal value for the ad space.
Q:
Hits are a measure of the:
A) number of times an ad is clicked.
B) number of times an ad is served.
C) number of HTTP requests.
D) number of pages viewed.
Q:
Uber has been criticized for using which of the following?
A) flash marketing
B) bundling
C) surge pricing
D) freemium
Q:
View-through rate measures the ________ response rate to an ad.
A) 30-minute
B) 24-hour
C) 7-day
D) 30-day
Q:
Impressions are a measure of the:
A) number of times an ad is clicked.
B) number of times an ad is served.
C) number of http requests.
D) number of pages viewed.
Q:
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:
A) page views.
B) unique visitors.
C) hits.
D) reach.
Q:
Define and describe the functionality of customer relationship management (CRM) systems.
Q:
What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?
Q:
Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?
Q:
What is Big Data and why are marketers interested in it?
Q:
What are two methods being developed to track consumers across devices?
Q:
Cookies, when combined with Web beacons, can be used to create cross-site profiles.
Q:
Transaction logs are built into Web server software.
Q:
To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.
A) query-driven
B) customer profiling
C) model-driven
D) behavioral
Q:
The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.
A) long tail marketing
B) flash marketing
C) yield management
D) bait-and-switch
Q:
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.
A) customer service chat system
B) CRM system
C) data warehouse
D) transactive content system
Q:
________ is an industry-standard database query and manipulation language.
A) SQL
B) PHP
C) DBMS
D) JSP
Q:
A Web beacon is:
A) a cookie that carries a virus.
B) an executable cookie.
C) an automated applet for performing Web searches.
D) a tiny graphics file embedded in an e-mail or Web page.
Q:
All of the following statements about cookies are true except:
A) cookies can be used with Web bugs to create cross-site profiles of users.
B) the data typically stored in cookies includes a unique ID and e-mail address.
C) cookies make shopping carts possible by allowing a site to keep track of a user's actions.
D) the more cookies are deleted, the less accurate ad server metrics become.
Q:
For a Web site that has 100,000 visitors a month, and where on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.
A) 50,000
B) 500,000
C) 5 million
D) 50 million
Q:
The richness made possible by e-commerce technologies does which of the following?
A) It reduces the cost of delivering marketing messages and receiving feedback from users.
B) It allows consumers to become co-producers of the goods and services being sold.
C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
D) It enables worldwide customer service and marketing communications.
Q:
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?
A) personalization/customization
B) information density
C) ubiquity
D) interactivity
Q:
Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?
A) ubiquity
B) richness
C) information density
D) universal standards
Q:
Which of the following statements about the Internet's impact on marketing is not true?
A) The Internet has broadened the scope of marketing communications.
B) The Internet has decreased the impact of brands.
C) The Internet has increased the richness of marketing communications.
D) The Internet has expanded the information intensity of the marketplace.
Q:
Which of the following would you implement to collect and analyze your company's Big Data?
A) data warehouse
B) Hadoop
C) SQL
D) profiling
Q:
Discuss the changes that Google has made to its search algorithms to improve search results and user experience.
Q:
Identify and describe the various types of rich media ads and video ads and explain how each one works.
Q:
How are blogs being used for marketing?
Q:
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.
Q:
The concept of "customer satisfaction" is broader than the concept of "customer experience."
Q:
An ad is considered viewable if half of the ad can be viewed for at least two consecutive seconds.
Q:
Lead generation marketing firms specialize in inbound marketing.
Q:
Consumers tend to look at native ads more frequently than they look at display ads.
Q:
Evidence suggests that real-time customer chat increases the dollar value of transactions.
Q:
The highest amount of online advertising spending is for online video ads.
Q:
Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.
Q:
Which of the following is an automated, auction-based method for matching demand and supply for online display ads?
A) retargeting
B) behavioral targeting
C) programmatic advertising
D) keyword advertising
Q:
Which of the following statements about native advertising is not true?
A) Native advertising is controversial.
B) Native advertising is a new form of advertising found only online.
C) Native advertising is growing rapidly, especially on social networks.
D) Consumers look at native ads much more frequently than display ads.
Q:
Which of the following industries accounts for the highest percentage of spending on online advertising?
A) financial services
B) retail
C) automotive
D) entertainment
Q:
Which of the following is based on the idea of complete price transparency in a perfect information marketplace?
A) the Law of One Price
B) dynamic pricing
C) price discrimination
D) versioning
Q:
Google's AdSense is an example of which of the following?
A) context advertising
B) SEO
C) programmatic advertising
D) viral marketing
Q:
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?
A) affiliate marketing
B) viral marketing
C) native advertising
D) lead generation marketing
Q:
All of the following are fixed price strategies except:
A) bundling.
B) versioning.
C) free pricing.
D) yield management.
Q:
Creating multiple variations of information goods and selling these to different market segments at different prices is called:
A) bundling.
B) customization.
C) dynamic pricing.
D) versioning.
Q:
Which of the following statements about a free pricing strategy is false?
A) Free products and services can knock out potential and actual competitors.
B) The free pricing strategy was born in the early days of the Web.
C) It is difficult to convert free customers into paying customers.
D) Free products and services can help build market awareness.
Q:
The incremental cost of building the next unit of a good is called the:
A) Law of One Price.
B) variable cost.
C) marginal cost.
D) fixed cost.
Q:
The Nike iD program is an example of which of the following marketing techniques?
A) customer co-production
B) transactive content
C) price discrimination
D) permission marketing
Q:
All of the following are among those most frequently affected by ad-blocking except:
A) gaming sites.
B) newsgroup/forums.
C) social network sites.
D) online retailers.
Q:
All of the following are "traditional" online marketing tools except:
A) affiliate marketing.
B) e-mail and permission marketing.
C) social marketing.
D) sponsorship marketing.
Q:
Which of the following is the most important tool in establishing a relationship with the customer?
A) company Web site
B) company CRM system
C) Facebook
D) search engine display ads
Q:
Which of the following statements about Canada's anti-spam law is not true?
A) Canada's law is based on an opt-in model.
B) The law has no impact on companies located within the United States.
C) The first phase of the law went into effect in 2014.
D) The law applies to e-mail, texts, and social media messaging.
Q:
Which of the following statements about CAN-SPAM is not true?
A) CAN-SPAM went into effect in January 2004.
B) CAN-SPAM prohibits unsolicited e-mail (spam).
C) CAN-SPAM prohibits the use of deceptive subject lines and false headers.
D) Large spammers are among CAN-SPAM's biggest supporters.
Q:
In the first seven months of 2015, the percentage of all e-mail that is spam averaged around ________ %.
A) 50
B) 60
C) 70
D) 80
Q:
Which of the following is not a primary source of ad fraud?
A) browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange
B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers
C) botnets hired by publishers to click on Web pages to create phony traffic
D) native advertising that is displayed on a social media site
Q:
Ad blockers operate in a manner very similar to which of the following?
A) anti-virus software
B) firewalls
C) Flash cookies
D) anonymous browsing
Q:
Amazon's Associates program is an example of which of the following?
A) viral marketing
B) local marketing
C) affiliate marketing
D) lead generation marketing
Q:
Which of the following is not a practice that degrades the results and usefulness of search engines?
A) social search
B) link farms
C) content farms
D) click fraud
Q:
Which of the following is not true about search engine advertising?
A) Spending on search engine advertising constitutes over 40% of all online advertising spending.
B) The top three search engine providers supply over 95% of all online searches.
C) The click-through rate for search engine marketing has been fairly steady over the years.
D) Search engine advertising is the fastest growing type of online advertising.
Q:
Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?
A) Panda
B) Penguin
C) Hummingbird
D) Graph Search
Q:
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
A) Nielsen ratings
B) data collected from social networks
C) integration of online data with offline data
D) clickstream data
Q:
Which of the following forms of online advertising is expected to grow the fastest between 2015 and 2019?
A) paid search
B) sponsorships
C) search engines
D) rich media
Q:
Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results?
A) Penguin
B) Hummingbird
C) Panda
D) Knowledge Graph
Q:
Research shows that the two most important factors shaping the decision to purchase online are utility and trust.
Q:
The majority of online shoppers find vendors by clicking on display ads.
Q:
Online traffic is driven by offline brands and shopping.
Q:
Consumers choose the online channel primarily because it offers lower prices.