CGS Final

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CGS Final
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CGS Final
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  1. Interest-based advertising is another name for behavioral targeting
    True
  2. Which of the following is not one of the advantages of online advertising?
    Online costs versus benefits are well established and understood.
  3. Which of the following forms of online advertising is growing the fastest?
    video
  4. Research studies have shown that viewers scan search engine results pages:
    in an "F" shaped pattern with greater attention to the left side of the page.
  5. CTR is a measure of the:
    percentage of times an ad is clicked.
  6. Merchants have found that online and offline catalogs compete directly with each other: A successful online catalog will result in fewer sales from the offline catalog.
    False
  7. All of the following are true statements about the choice of a domain name except:
    now that a number of new top-level domain names have been introduced, having a dot-com domain is no longer considered preferable, especially in the United States.
  8. Which of the following measures the average length of stay at a Web site?
    stickiness
  9. Conversion rate is a measure of the:
    percentage of visitors who become customers.
  10. The most expensive form of online advertising on a per thousand viewer basis is a(n):
    exclusive sponsorship arrangement.
  11. Which of the following measures the ratio of items purchased to product views?
    browse-to-buy ratio
  12. Recency refers to the:
    time elapsed since the last action taken by a customer.
  13. Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:
    content quality.
  14. Typical video and rich media advertisements have a typical click-through rate of:
    .5% - 2.65%.
  15. Hits are a measure of the:
    number of http requests.
  16. Purchasing an online ad on a CPA basis means that the advertiser:
    pays only for those users who perform a specific action, such as registering, purchasing, etc.
  17. Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.
    Web site functionality
  18. A typical response rate for an e-mail campaign would be ________ percent.
    5
  19. CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.
    $10
  20. Online video advertising now accounts for the largest amount of the Internet advertising spending.
    False
  21. Which of the following is not a major Web design feature that impacts online purchasing?
    redundant navigation
  22. The two different types of online catalogs are:
    full-page spreads and grid display.
  23. Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.
    $5 to $10
  24. Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:
    viral marketing.
  25. A Crayola arts and crafts column on a parenting Web site is an example of what form of advertising?
    sponsorship
  26. Which of the following advertising messages is a branding communication?
    Barnesandnoble.com: The Best Place to Buy Textbooks.
  27. All of the following are true statements about superstitials except:
    they play immediately once loaded.
  28. In general, the costs for offline customer acquisition are lower than online, but more effective.
    False
  29. A majority of states in the United States have laws regulating or prohibiting spam.
    False
  30. All of the following statements about interstitials are true except:
    interstitials typically last 30 seconds.
  31. Purchasing an online ad on a CPC basis means that the advertiser:
    pays a prenegotiated fee for each click an ad receives.
  32. All of the following statements about CAN-SPAM are true except:
    CAN-SPAM prohibits unsolicited e-mail (spam).
  33. Which of the following is an example of "pull" advertising?
    search engine ads
  34. Impressions are a measure of the:
    number of times an ad is served.
  35. A typical banner ad might cost ________ per 1,000 impressions.
    $5
  36. Typical click-through rates for an online display ad are:
    .06% - .35%.
  37. Acquisition rate is a measure of the:
    percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
  38. View-through rate measures the ________ response rate to an ad.
    30-day
  39. The sole purpose of marketing communications is sales.
    False
  40. Research indicates that social network influence may not extend to distant friends.
    True
  41. Which of the following measures the ratio of actual orders to checkouts started?
    checkout conversion rate
  42. Which ethical principle states that when confronted with an ethical dilemma, an individual should take the action that produces the least harm, or the least potential cost?
    Risk Aversion
  43. Which ethical principle tells you that it is wise to assume perfect information markets?
    the New York Times test
  44. The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.
    False
  45. Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision?
    the Golden Rule
  46. Which of the following basic ethical concepts plays an important role in defining privacy?
    due process
  47. Which ethical principle states that, when confronted with an ethical dilemma, individuals should take the action that achieves the greater value for all of society?
    the Collective Utilitarian principle
  48. Which ethical principle states that if an action cannot be taken repeatedly, then it is not right to take at all
    the Slippery Slope
  49. The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.
    True
  50. The European Data Protection Directive prohibits the transfer of PII to organizations or countries that do not have similar privacy protection policies.
    True
  51. Net neutrality refers to Internet backbone owners treating all Internet traffic equally.
    True
  52. Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying?
    social technology
  53. Thus far, the most important online privacy legislation that has been directly influenced by the Federal Trade Commission's FIP guidelines is the Children's Online Privacy Protection Act (COPPA).
    True
  54. The Unlawful Internet Gambling Enforcement Act has eliminated all online gambling in the United States.
    False
  55. In Western culture, the basic principles shared by ethical schools of thought are:
    responsibility, liability, and accountability.
  56. Which ethical principle asks you to assume that virtually all tangible and intangible objects are owned by someone else unless there is a specific declaration otherwise?
    No Free Lunch
  57. The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation.
    True
  58. What is the first step in analyzing an ethical dilemma?
    Identify and describe the facts.
  59. Liability is a feature of political systems in which a body of law is in place that permits individuals to recover damages done to them by other actors, systems, or organizations.
    True
  60. Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products?
    global reach
  61. Google defends its Library Project on the grounds of fair use.
    True
  62. Most adult social network participants do not have any expectation of personal privacy when using a social network.
    False
  63. The Children's Internet Protection Act (CIPA) requires schools and libraries in the United States to install technology protection measures in an effort to shield children from pornography.
    True
  64. Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society?
    the Social Contract rule
  65. The FTC's privacy approach is now focused on targeting practices that are likely to cause harm or unwarranted intrusion into consumers' daily lives.
    True
  66. What is the largest sector of the online travel services market in terms of revenue?
    airline reservations
  67. All of the following are challenges for catalog merchants except:
    building sophisticated order entry and fulfillment systems.
  68. All of the following are strategic factors that pertain specifically to a firm and its related businesses except:
    power of customers.
  69. Which of the following sectors of the U.S. retail industry is the largest?
    consumer durables
  70. The term demand-pull refers to:
    waiting for orders to be received before building a product.
  71. Operating margin is defined as:
    operating income or loss divided by net sales revenues.
  72. Which of the following is not an example of a transaction broker?
    an accountant
  73. Which of the following is not categorized as an operating expense?
    the cost of products being sold
  74. All of the following services require extensive personalization except:
    financial services.
  75. Which of the following statements about financial portals is not true?
    Their strategy is similar to that of large banking institutions.
  76. Which of the following is not a key industry strategic factor?
    synergies
  77. Which of the following segments of the U.S. retail industry is the smallest?
    online retail
  78. Gross margin is defined as gross profit:
    divided by net sales revenues.
  79. The lower the cost of sales compared to ________, the higher the gross profit.
    revenue
  80. Consumers are not primarily price-driven when shopping on the Internet.
    True
  81. All of the following statements about Amazon.com are true except:
    Amazon has achieved success by focusing on its primary mission: selling books at highly competitive prices.
  82. Within the U.S. retail goods and services market, personal consumption of ________ accounts for the largest share.
    services
  83. In ________, all of a customer's financial (and even nonfinancial) data are pulled together at a single personalized Web site.
    account aggregation
  84. For a quick check of a firm's short-term financial health, examine its:
    working capital.
  85. In the United States, the service sector accounts for about 75 percent of all economic activity.
    True
  86. Which of the following would not be considered a current asset?
    long-term investments
  87. For which online services segment is more revenue booked online than offline?
    travel services
  88. Which of the following has experienced the most significant online growth?
    offline general merchandisers
  89. Which of the following segments of the U.S. retail market is highly concentrated, with large firms dominating sales?
    general merchandise
  90. Mobile commerce currently accounts for more retail goods sold than social commerce.
    True
  91. Which of the following is not one of the methods used by traditional retailers to develop multi-channel integration?
    online supply-push
  92. All of the following products are considered durable goods except:
    clothing.
  93. Current liabilities are debts of the firm that will be due within:
    one year.
  94. Virtual merchants face potentially large costs for all of the following except:
    building and maintaining physical stores.
  95. All of the following are challenges faced by bricks-and-clicks firms except:
    building a brand name.
  96. Which of the following is not one of the central challenges facing the online retail industry?
    lack of physical store presence
  97. What is another name for pro forma earnings?
    earnings before income taxes, depreciation, and amortization (EBITDA)
  98. Contrary to predictions of analysts made during the early days of e-commerce, the Internet has led to both disintermediation and hypermediation on a widespread basis.
    False
  99. All of the following statements are true except:
    the MOTO sector is also called the general merchandise sector.
  100. Groupon is an example of local commerce.
    True
  101. All of the following are trends in the financial service industry except:
    pure online banks are displacing established multi-channel firms.
  102. Which of the following companies is not primarily a catalog merchant?
    Walmart
  103. Which of the following generates the largest share of media revenues?
    television
  104. Apple's iTunes Music Store primarily uses which of the following revenue models?
    pay-per-view/pay-per download
  105. Which of the following is the most common revenue model used by online content publishers?
    mixed
  106. Which of the following is an example of technological convergence?
    iPhone
  107. In the wholesale model of e-book distribution, pricing power is with the retailer.
    True
  108. All of the following are aspects of content convergence except:
    language.
  109. DRM refers to a combination of ________ for protecting digital content.
    technical and legal means
  110. Which of the following three forms of media account for over 80 percent of the hours spent consuming media?
    television, radio, and the Internet
  111. Which of the following is not an advantage of e-books, compared with traditional published works?
    portability
  112. Which of the following occurs first in the process of media convergence?
    media migration
  113. Which of the following is not a major inhibiting factor in the growth of online content?
    streaming quality of video
  114. Which of the following attracts the highest per capita spending?
    trade books
  115. Which of the following is not a major contributing factor to net value?
    offering variety of subscription models
  116. Which of the following is not a factor in the current transformation of the entertainment industry?
    The growth in broadband has made possible wired and wireless delivery of high-quality video.
  117. Which of the following is not one of the factors required to charge for online content?
    multiple delivery methods
  118. All of the following typically favor the elimination of DRM except:
    content owners.
  119. All of the following are e-book formats except:
    PPT
  120. A television network that streams television shows over the Internet is an example of convergence.
    RTrue
  121. The entertainment industry is generally considered to be composed of five players: television, Hollywood films, music, radio, and video games.
    True
  122. Which of the following are the top three producers of media revenues?
    television, book, and home video
  123. ________ is the creator of the most common format for e-books.
    Adobe
  124. ________ is an industry standard for transmitting information about books, using XML tags.
    ONIX
  125. The overall size of the online video audience is much larger than traditional television audiences.
    True
  126. An example of entertainment that offers high user control and high user focus would be:
    auction sites.
  127. The common notion of "the Internet means free information" is being replaced by consumer acceptance of paying for premium content.
    True
  128. Which of the following is not one of the four technology-based difficulties that slowed technology convergence of books with the Internet?
    bandwidth
  129. In comparison to hours spent at work, the average American adult spends ________ consuming various media.
    twice as much time
  130. Which of the following is not one of the typical portal revenue sources?
    referral fees
  131. Which of the following types of dynamic pricing adjusts prices based on the merchant's estimate of how much the customer truly values the product?
    personalization
  132. Priceline's auctions are seller-biased.
    False
  133. A(n) ________ is created by an organization for the purpose of pursuing organizational goals.
    sponsored community
  134. Revenue per customer decreases as the audience focus of a portal moves from general audience to a more focused and targeted audience.
    False
  135. Threatening negative feedback in return for a benefit is an example of:
    feedback extortion.
  136. Portals are the most frequently visited types of sites on the Web.
    True
  137. Which of the following is not one of the top factors a business should consider when planning an Internet auction?
    location of auction
  138. In ________ pricing, customers change their offers to buy based on both their perceptions of the seller's desire to sell and their own need for the product.
    dynamic
  139. Most of today's well-known portals began as search engines.
    True
  140. The profit a seller makes at auction is a function of all of the following except:
    bid increments.
  141. Which of the following allows the consumer to enter a maximum price and the auction software automatically bids up the goods to that maximum price in small increments?
    proxy bidding
  142. All of the following are benefits of auctions except:
    decreased price transparency.
  143. Which of the following is a common problem in sealed bid markets?
    bid rigging
  144. Auction prices are always lower than prices in fixed priced markets.
    False
  145. Which of the following is a community of members who self-identify with a demographic or geographic category?
    affinity community
  146. According to the Internet Complaint Center (IC3), Internet auction fraud is the most commonly reported offense, generating over 25 percent of all complaints.
    False
  147. In C2C auctions, a business owns or controls assets and uses dynamic pricing to establish the price.
    False
  148. Consumers in auctions are driven solely by value maximization.
    False
  149. The top general-purpose portal sites together attract approximately ________ percent of the Internet audience.
    60-80
  150. All of the following types of auctions have a seller bias except:
    double auction.
  151. Which of the following is not a risk or cost of Internet auctions?
    price transparency
  152. Social networks are challenging the traditional portal sites as millions of users make a social network their home or opening page.
    True
  153. The world's leading portal/search engine site, in terms of unique visitors, is:
    Google.
  154. When there are few sellers but many buyers, a market will typically be:
    seller-biased.
  155. Which of the following involves e-mailing another seller's bidders and offering the same product for less?
    bid siphoning
  156. Which of the following is not a true statement?
    Auctions eliminate inter-market price differences.
  157. All of the following are situations in which markets fail to produce socially desirable outcomes except:
    network effects.
  158. All of the following types of auctions have a buyer bias except:
    English auction.
  159. Which of the following statements illustrates the network effects that portals are subject to?
    The value of the portal to advertisers and consumers increases geometrically as reach increases.
  160. ________ pricing adjusts prices based on the location of the consumer.
    Trigger
  161. ________ is the tendency to gravitate toward, and bid for, auction listings with one or more existing bids.
    Herd behavior
  162. A Web site designed to give parents of autistic children a common discussion area would be classified as a(n):
    interest-based social network.
  163. Portals compete with one another on:
    reach and unique visitors.
  164. Which of the following statements about social networks is true?
    Twitter is an example of a social network.
  165. Each corporate purchase order for support products costs, on average, at least ________ in administrative overhead.
    $100
  166. An ________ primarily serves businesses that primarily buy direct goods on a contract purchasing basis.
    industry consortium
  167. Which of the following was the first step in the development of B2B commerce?
    automated order entry systems
  168. Which of the following was not a development in the second stage of EDI's evolution?
    replacement of the postal system
  169. A single supplier making an online catalog of products available to the public marketplace is called a(n):
    B2B electronic storefront.
  170. Automated order entry systems are ________ solutions.
    seller-side
  171. Which of the following primarily serve horizontal markets?
    e-distributors and e-procurement Net marketplaces
  172. The last step in the procurement process is:
    sending a remittance payment.
  173. Industry consortia are usually owned collectively by the major firms participating in the consortia, while private industrial networks usually are created by a single sponsoring company.
    True
  174. Which of the following is not an objective of a private industrial network?
    obtaining equity participation in the network from other major firms in the industry
  175. EDI B2B e-commerce is the most rapidly growing type of B2B e-commerce.
    False
  176. An ________ primarily serves businesses that primarily buy direct goods on a spot purchasing basis.
    exchange
  177. A transorganizational business process requires at least two independent firms to perform.
    True
  178. Exchanges have proven successful in providing additional value-added services that transform the value chain for the entire industry.
    False
  179. E-distributors operate in horizontal markets.
    True
  180. MRO goods are also known as indirect goods.
    True
  181. Demand chain visibility is one goal of collaborative commerce.
    True
  182. Wood pulp purchased by a paper manufacturer is an example of:
    direct goods.
  183. An ________ primarily serves businesses that primarily buy indirect goods on a contract purchasing basis.
    e-procurement Net marketplace
  184. All of the following are methods of classifying Net marketplaces except:
    by technology used.
  185. Electronic Data Interchange (EDI) systems are seller-side solutions.
    False
  186. Exchanges have failed primarily because:
    suppliers have refused to join them.
  187. Private industrial networks are direct descendants of:
    existing EDI networks.
  188. Private industrial networks provide few, if any, advantages for suppliers.
    False
  189. Which of the following is another name for a private industrial network?
    PTX
  190. ________ is another name for transorganizational business processes.
    Collaborative commerce
  191. Which of the following primarily deal with direct goods?
    exchanges and industry consortia
  192. Exchanges tend to be biased toward the seller even though they are independently owned and presumably neutral.
    False
  193. Industry consortia are typically seller-biased.
    False
  194. An ________ provides electronic catalogs that represent the products of thousands of direct manufacturers.
    e-distributor
  195. An e-procurement Net marketplace is sometimes referred to as a:
    many-to-many market.
  196. Which of the following is not a typical barrier to the implementation of a private industrial network?
    It requires the large network owners to give up some of its independence.
  197. Which of the following primarily deal with indirect goods?
    e-distributors and e-procurement Net marketplaces
  198. All of the following are major developments in supply chain management except:
    materials requirement planning.
  199. Net marketplaces focus on continuous business process coordination between companies while private industrial networks are primarily transaction-based.
    False
  200. An ________ is an independently owned, online marketplace that connects hundreds to potentially thousands of suppliers and buyers in a dynamic, real-time environment.
    exchange
  201. What is the first step in the procurement process?
    search for suppliers
  202. Which of the following primarily involve long-term sourcing?
    e-procurement Net marketplaces and industry consortia
  203. The term B2B commerce refers to all types of computer-enabled interfirm trade.
    True
  204. An ________ is an independently owned intermediary connecting hundreds of online suppliers offering millions of maintenance and repair products to business firms that pay fees to join the market.
    e-procurement Net marketplace
  205. The majority of interfirm trade involves:
    contract purchasing of direct goods.
  206. An example of an indirect good in the fast-food industry is:
    fax paper.
  207. The use of Internet-based B2B solutions promises to significantly reduce administrative costs of engaging in interfirm trade.
    True
  208. Which of the following terms refers to the total flow of value among firms?
    total interfirm trade
  209. Private industrial networks are the largest form of B2B e-commerce.
    True
  210. ________ is a method for ensuring that suppliers precisely deliver ordered parts at a specific time and to a particular location.
    Tight coupling
  211. An ________ primarily serves businesses that buy indirect goods on a spot purchasing basis.
    e-distributor
  212. Which of the following does not have a primary impact on the liquidity of a market?
    price transparency
  213. Most industry groups are moving toward which language for expressing EDI documents and communications?
    XML
  214. Which of the following is not a pricing mechanism typically used by Net marketplaces?
    utilization pricing
  215. All of the following statements about EDI are true except:
    EDI systems generally serve horizontal markets.
  216. All of the following are weaknesses of EDI except:
    EDI lacks universal standards.
  217. A method of inventory cost management that seeks to eliminate excess inventory is known as:
    just-in-time production.
  218. Industry consortia are sometimes referred to as:
    many-to-few markets.

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