Card Set Information
Interest-based advertising is another name for behavioral targeting
Which of the following is not one of the advantages of online advertising?
Online costs versus benefits are well established and understood.
Which of the following forms of online advertising is growing the fastest?
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.
CTR is a measure of the:
percentage of times an ad is clicked.
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.
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.
Which of the following measures the average length of stay at a Web site?
Conversion rate is a measure of the:
percentage of visitors who become customers.
The most expensive form of online advertising on a per thousand viewer basis is a(n):
exclusive sponsorship arrangement.
Which of the following measures the ratio of items purchased to product views?
Recency refers to the:
time elapsed since the last action taken by a customer.
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:
Typical video and rich media advertisements have a typical click-through rate of:
.5% - 2.65%.
Hits are a measure of the:
number of http requests.
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.
Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.
Web site functionality
A typical response rate for an e-mail campaign would be ________ percent.
CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.
Online video advertising now accounts for the largest amount of the Internet advertising spending.
Which of the following is not a major Web design feature that impacts online purchasing?
The two different types of online catalogs are:
full-page spreads and grid display.
Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.
$5 to $10
Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:
A Crayola arts and crafts column on a parenting Web site is an example of what form of advertising?
Which of the following advertising messages is a branding communication?
Barnesandnoble.com: The Best Place to Buy Textbooks.
All of the following are true statements about superstitials except:
they play immediately once loaded.
In general, the costs for offline customer acquisition are lower than online, but more effective.
A majority of states in the United States have laws regulating or prohibiting spam.
All of the following statements about interstitials are true except:
interstitials typically last 30 seconds.
Purchasing an online ad on a CPC basis means that the advertiser:
pays a prenegotiated fee for each click an ad receives.
All of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam).
Which of the following is an example of "pull" advertising?
search engine ads
Impressions are a measure of the:
number of times an ad is served.
A typical banner ad might cost ________ per 1,000 impressions.
Typical click-through rates for an online display ad are:
.06% - .35%.
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.
View-through rate measures the ________ response rate to an ad.
The sole purpose of marketing communications is sales.
Research indicates that social network influence may not extend to distant friends.
Which of the following measures the ratio of actual orders to checkouts started?
checkout conversion rate
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?
Which ethical principle tells you that it is wise to assume perfect information markets?
the New York Times test
The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.
Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision?
the Golden Rule
Which of the following basic ethical concepts plays an important role in defining privacy?
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
Which ethical principle states that if an action cannot be taken repeatedly, then it is not right to take at all
the Slippery Slope
The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.
The European Data Protection Directive prohibits the transfer of PII to organizations or countries that do not have similar privacy protection policies.
Net neutrality refers to Internet backbone owners treating all Internet traffic equally.
Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying?
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).
The Unlawful Internet Gambling Enforcement Act has eliminated all online gambling in the United States.
In Western culture, the basic principles shared by ethical schools of thought are:
responsibility, liability, and accountability.
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
The ethical principle of Universalism states that if an action is not right for all situations, then it is not right for any situation.
What is the first step in analyzing an ethical dilemma?
Identify and describe the facts.
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.
Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products?
Google defends its Library Project on the grounds of fair use.
Most adult social network participants do not have any expectation of personal privacy when using a social network.
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.
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
The FTC's privacy approach is now focused on targeting practices that are likely to cause harm or unwarranted intrusion into consumers' daily lives.
What is the largest sector of the online travel services market in terms of revenue?
All of the following are challenges for catalog merchants except:
building sophisticated order entry and fulfillment systems.
All of the following are strategic factors that pertain specifically to a firm and its related businesses except:
power of customers.
Which of the following sectors of the U.S. retail industry is the largest?
The term demand-pull refers to:
waiting for orders to be received before building a product.
Operating margin is defined as:
operating income or loss divided by net sales revenues.
Which of the following is not an example of a transaction broker?
Which of the following is not categorized as an operating expense?
the cost of products being sold
All of the following services require extensive personalization except:
Which of the following statements about financial portals is not true?
Their strategy is similar to that of large banking institutions.
Which of the following is not a key industry strategic factor?
Which of the following segments of the U.S. retail industry is the smallest?
Gross margin is defined as gross profit:
divided by net sales revenues.
The lower the cost of sales compared to ________, the higher the gross profit.
Consumers are not primarily price-driven when shopping on the Internet.
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.
Within the U.S. retail goods and services market, personal consumption of ________ accounts for the largest share.
In ________, all of a customer's financial (and even nonfinancial) data are pulled together at a single personalized Web site.
For a quick check of a firm's short-term financial health, examine its:
In the United States, the service sector accounts for about 75 percent of all economic activity.
Which of the following would not be considered a current asset?
For which online services segment is more revenue booked online than offline?
Which of the following has experienced the most significant online growth?
offline general merchandisers
Which of the following segments of the U.S. retail market is highly concentrated, with large firms dominating sales?
Mobile commerce currently accounts for more retail goods sold than social commerce.
Which of the following is not one of the methods used by traditional retailers to develop multi-channel integration?
All of the following products are considered durable goods except:
Current liabilities are debts of the firm that will be due within:
Virtual merchants face potentially large costs for all of the following except:
building and maintaining physical stores.
All of the following are challenges faced by bricks-and-clicks firms except:
building a brand name.
Which of the following is not one of the central challenges facing the online retail industry?
lack of physical store presence
What is another name for pro forma earnings?
earnings before income taxes, depreciation, and amortization (EBITDA)
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.
All of the following statements are true except:
the MOTO sector is also called the general merchandise sector.
Groupon is an example of local commerce.
All of the following are trends in the financial service industry except:
pure online banks are displacing established multi-channel firms.
Which of the following companies is not primarily a catalog merchant?
Which of the following generates the largest share of media revenues?
Apple's iTunes Music Store primarily uses which of the following revenue models?
Which of the following is the most common revenue model used by online content publishers?
Which of the following is an example of technological convergence?
In the wholesale model of e-book distribution, pricing power is with the retailer.
All of the following are aspects of content convergence except:
DRM refers to a combination of ________ for protecting digital content.
technical and legal means
Which of the following three forms of media account for over 80 percent of the hours spent consuming media?
television, radio, and the Internet
Which of the following is not an advantage of e-books, compared with traditional published works?
Which of the following occurs first in the process of media convergence?
Which of the following is not a major inhibiting factor in the growth of online content?
streaming quality of video
Which of the following attracts the highest per capita spending?
Which of the following is not a major contributing factor to net value?
offering variety of subscription models
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.
Which of the following is not one of the factors required to charge for online content?
multiple delivery methods
All of the following typically favor the elimination of DRM except:
All of the following are e-book formats except:
A television network that streams television shows over the Internet is an example of convergence.
The entertainment industry is generally considered to be composed of five players: television, Hollywood films, music, radio, and video games.
Which of the following are the top three producers of media revenues?
television, book, and home video
________ is the creator of the most common format for e-books.
________ is an industry standard for transmitting information about books, using XML tags.
The overall size of the online video audience is much larger than traditional television audiences.
An example of entertainment that offers high user control and high user focus would be:
The common notion of "the Internet means free information" is being replaced by consumer acceptance of paying for premium content.
Which of the following is not one of the four technology-based difficulties that slowed technology convergence of books with the Internet?
In comparison to hours spent at work, the average American adult spends ________ consuming various media.
twice as much time
Which of the following is not one of the typical portal revenue sources?
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?
Priceline's auctions are seller-biased.
A(n) ________ is created by an organization for the purpose of pursuing organizational goals.
Revenue per customer decreases as the audience focus of a portal moves from general audience to a more focused and targeted audience.
Threatening negative feedback in return for a benefit is an example of:
Portals are the most frequently visited types of sites on the Web.
Which of the following is not one of the top factors a business should consider when planning an Internet auction?
location of auction
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.
Most of today's well-known portals began as search engines.
The profit a seller makes at auction is a function of all of the following except:
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?
All of the following are benefits of auctions except:
decreased price transparency.
Which of the following is a common problem in sealed bid markets?
Auction prices are always lower than prices in fixed priced markets.
Which of the following is a community of members who self-identify with a demographic or geographic category?
According to the Internet Complaint Center (IC3), Internet auction fraud is the most commonly reported offense, generating over 25 percent of all complaints.
In C2C auctions, a business owns or controls assets and uses dynamic pricing to establish the price.
Consumers in auctions are driven solely by value maximization.
The top general-purpose portal sites together attract approximately ________ percent of the Internet audience.
All of the following types of auctions have a seller bias except:
Which of the following is not a risk or cost of Internet auctions?
Social networks are challenging the traditional portal sites as millions of users make a social network their home or opening page.
The world's leading portal/search engine site, in terms of unique visitors, is:
When there are few sellers but many buyers, a market will typically be:
Which of the following involves e-mailing another seller's bidders and offering the same product for less?
Which of the following is not a true statement?
Auctions eliminate inter-market price differences.
All of the following are situations in which markets fail to produce socially desirable outcomes except:
All of the following types of auctions have a buyer bias except:
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.
________ pricing adjusts prices based on the location of the consumer.
________ is the tendency to gravitate toward, and bid for, auction listings with one or more existing bids.
A Web site designed to give parents of autistic children a common discussion area would be classified as a(n):
interest-based social network.
Portals compete with one another on:
reach and unique visitors.
Which of the following statements about social networks is true?
Twitter is an example of a social network.
Each corporate purchase order for support products costs, on average, at least ________ in administrative overhead.
An ________ primarily serves businesses that primarily buy direct goods on a contract purchasing basis.
Which of the following was the first step in the development of B2B commerce?
automated order entry systems
Which of the following was not a development in the second stage of EDI's evolution?
replacement of the postal system
A single supplier making an online catalog of products available to the public marketplace is called a(n):
B2B electronic storefront.
Automated order entry systems are ________ solutions.
Which of the following primarily serve horizontal markets?
e-distributors and e-procurement Net marketplaces
The last step in the procurement process is:
sending a remittance payment.
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.
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
EDI B2B e-commerce is the most rapidly growing type of B2B e-commerce.
An ________ primarily serves businesses that primarily buy direct goods on a spot purchasing basis.
A transorganizational business process requires at least two independent firms to perform.
Exchanges have proven successful in providing additional value-added services that transform the value chain for the entire industry.
E-distributors operate in horizontal markets.
MRO goods are also known as indirect goods.
Demand chain visibility is one goal of collaborative commerce.
Wood pulp purchased by a paper manufacturer is an example of:
An ________ primarily serves businesses that primarily buy indirect goods on a contract purchasing basis.
e-procurement Net marketplace
All of the following are methods of classifying Net marketplaces except:
by technology used.
Electronic Data Interchange (EDI) systems are seller-side solutions.
Exchanges have failed primarily because:
suppliers have refused to join them.
Private industrial networks are direct descendants of:
existing EDI networks.
Private industrial networks provide few, if any, advantages for suppliers.
Which of the following is another name for a private industrial network?
________ is another name for transorganizational business processes.
Which of the following primarily deal with direct goods?
exchanges and industry consortia
Exchanges tend to be biased toward the seller even though they are independently owned and presumably neutral.
Industry consortia are typically seller-biased.
An ________ provides electronic catalogs that represent the products of thousands of direct manufacturers.
An e-procurement Net marketplace is sometimes referred to as a:
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.
Which of the following primarily deal with indirect goods?
e-distributors and e-procurement Net marketplaces
All of the following are major developments in supply chain management except:
materials requirement planning.
Net marketplaces focus on continuous business process coordination between companies while private industrial networks are primarily transaction-based.
An ________ is an independently owned, online marketplace that connects hundreds to potentially thousands of suppliers and buyers in a dynamic, real-time environment.
What is the first step in the procurement process?
search for suppliers
Which of the following primarily involve long-term sourcing?
e-procurement Net marketplaces and industry consortia
The term B2B commerce refers to all types of computer-enabled interfirm trade.
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
The majority of interfirm trade involves:
contract purchasing of direct goods.
An example of an indirect good in the fast-food industry is:
The use of Internet-based B2B solutions promises to significantly reduce administrative costs of engaging in interfirm trade.
Which of the following terms refers to the total flow of value among firms?
total interfirm trade
Private industrial networks are the largest form of B2B e-commerce.
________ is a method for ensuring that suppliers precisely deliver ordered parts at a specific time and to a particular location.
An ________ primarily serves businesses that buy indirect goods on a spot purchasing basis.
Which of the following does not have a primary impact on the liquidity of a market?
Most industry groups are moving toward which language for expressing EDI documents and communications?
Which of the following is not a pricing mechanism typically used by Net marketplaces?
All of the following statements about EDI are true except:
EDI systems generally serve horizontal markets.
All of the following are weaknesses of EDI except:
EDI lacks universal standards.
A method of inventory cost management that seeks to eliminate excess inventory is known as:
Industry consortia are sometimes referred to as: