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TR®C NGHIÆM TMDT docx lOMoARcPSD|15670278 lOMoARcPSD|15670278 1) E commerce can be defined as A) ) the use of the Internet, the Web, and mobile apps to transact business B B) ) the use of any Interne.
lOMoARcPSD|15670278 lOMoARcPSD|15670278 1) E-commerce can be defined as: A ) ) the use of the Internet, the Web, and mobile apps to transact business B \ ) the use of any Internet technologies in a firm's daily activities B ) C) the digital enablement of transactions and processes within an organization ) any digitally enabled transactions among individuals and organizations D 2) Which of the following is an example of e-business? A ) Amazon's inventory control system B ) the Amazon.com website B ) C ) ) an Amazon mobile app D ) Amazon's Pinterest page 3) Which of the following can be considered synonymous with the term e-commerce? A) e-business B)digital commerce C) the Internet D) the Web 4)) The term e-commerce refers to the digital enabling of business processes both inside and outside the firm Answer: TRUE/FALSE 5) 6) E-commerce and e-business systems blur together at the business firm boundary, whereinternal business systems link up with suppliers or customers a nswer: TRUE/FALSE 7) Which of the following is not a unique feature of e-commerce technology? A ) interactivity B ) social technology C ) information asymmetry D) richness 8) Which of the following features of e-commerce technology enables merchants to market and sell "complex" goods and services to consumers via marketing messages that can integrate video,audio, and text? A ) richness B ) ubiquity C ) information density personalization D ) 9) 10) Which of the following features of e-commerce technology allows users to participate in thecreation of online content? A ) ubiquity B ) global reach C ) information density social D ) lOMoARcPSD|15670278 technology 11) Which of the following is the best definition of transaction cost? A ) the expense of changing national or regional prices B ) the cost of participating in a market C ) the cost of finding suitable products in the market the cost merchants pay to bring their goods to D ) market 12) Which of the following features of e-commerce technology is related to the concept ofnetwork externalities? A ) richness B ) interactivity C ) universal standards information D ) density 13) 14) Which of the following statements is true about the traditional tradeoff between the richnessand reach of a marketing message prior to the development of the Web? A ) Marketing messages had little richness B ) The smaller the audience reached, the less rich the message C ) The larger the audience reached, the less rich the message Richness was unrelated to reach 15) Interactivity in the context of e-commerce provides which of the following functionalities? A ) the ability to physically touch and manipulate a product B ) complexity and content of a message C ) the ability of consumers to create and distribute content the enabling of two-way 16) The costs incurred by merchants in having to change product prices (such as the costs ofreentering prices into computer systems) are referred to as which of the following? A ) subscription costs B ) fixed costs C ) menu costs variable costs 17) Which of the following refers to any disparity in relevant market information among partiesin a transaction? A ) information asymmetry B ) unfair competitive advantage C ) imperfect competition dynamic 18) 19) Which of the following is a physical place you visit in order to transact? A ) marketspace B ) marketplace C ) social network the D ) Internet 20) The total number of users or customers an e-commerce business can obtain is a measure ofwhich of the following? lOMoARcPSD|15670278 A ) ubiquity B ) interactivity C ) reach information D ) density 21) Which of the following refers to the complexity and content of a message? A ) richness B ) reach C ) information density interactivity D ) 22) E-commerce is available just about everywhere and anytime This is known as: A ) richness B ) information density C ) ubiquity D ) reach lOMoARcPSD|15670278 23) Ubiquity lowers the cognitive energy required to transact in a marketspace.Answer: TRUE/ FALSE 24) The fact that e-commerce is conducted based on universal standards decreases search costsfor consumers Answer: TRUE/FALSE 25) Universal standards make price discovery more costly, slower, and less accurate.Answer: FALSE/TRUE 26) Price transparency refers to the ease with which consumers can find out what merchants payfor products Answer: FALSE/TRUE 27) Personalization involves targeting marketing messages to specific individuals by adjustingthe message based upon a consumer's preferences or past purchasing behavior Answer: TRUE/FALSE 28) E-commerce technologies provide a unique, many-to-many model of mass communication.Answer: TRUE/FALSE 29) Which type of e-commerce is distinguished by the type of technology used in the transactionrather than by the nature of the market relationship? A ) consumer-to-consumer (C2C) B ) social e-commerce C ) mobile e-commerce business-to-business D ) (B2B) 30) Which of the following is an example of social e-commerce? A ) Amazon B ) eBay C ) Wikipedia Facebook D ) lOMoARcPSD|15670278 31) Business-to-consumer (B2C) e-commerce in the United States: A ) has grown at double-digit rates between 2010 and 2017 B ) has less revenue than C2C e-commerce C ) now constitutes over 50% of the overall U.S retail market is growing more slowly as it confronts its own fundamental D ) limitations 32) Which of the following is not true about the use of apps? A ) U.S adult mobile Internet users spend almost 3-1/2 hours a day using apps B ) Users still spend less time using apps than they using desktops or mobile websites C ) Apps are easier to control and monetize than websites Around 280 million people worldwide launch a smartphone app more than 60 times a D ) day 33) Which of the following is an example of an on-demand service company? A ) YouTube B ) Airbnb C ) Tumblr Facebook D ) 34) Which of the following is an example of B2B e-commerce? A ) Airbnb B ) Facebook C ) Groupon D ) Go2Paper 35) Which of the following is an example of C2C e-commerce? A ) Amazon B ) Groupon C ) Craigslist Go2Paper D ) 36) All of the following are examples of social networks except: A ) Instagram B ) Twitter C ) Y Combinator Pinterest D ) 37) B2B e-commerce is the largest type of ecommerce.Answer: TRUE/ FALSE 38) which of the following statements about e-commerce, in the United States in 2017, is not true? A ) Social e-commerce generates more revenue than mobile e-commerce B ) Desktop advertising still accounts for almost 70% of all digital advertising spending C ) On-demand service firms are fueling the growth of local e-commerce Growth rates for retail e-commerce are higher in Europe than in the United D ) States 39) Which of the following is not a major business trend in e-commerce in 2017-2018? A ) Mobile e-commerce continues to grow Small businesses and entrepreneurs are hampered by the rising cost of market entry caused B ) byincreased presence of industry giants C ) On-demand service companies garner multibillion-dollar valuations Social e-commerce continues to D ) grow 40) Which of the following is not a major technology trend in e-commerce in 2017-2018? lOMoARcPSD|15670278 A ) Mobile messaging services become popular with smartphone users B ) Firms are turning to business analytics to make sense out of big data The mobile computing and communications platform creates an alternative platform for rtising, and media viewing Growth of the Internet of Things slows down 41) All of the following are major social trends in e-commerce in 2017-2018 except for: concerns about the flood of temporary, poorly paid jobs without benefits being generated A ) byon-demand service companies B ) the continuing conflict over copyright management and control C ) participation of adults in social networks begins to decrease the growth of government surveillance of Internet D ) communications 42) Which of the following statements about the mobile platform is not true? Over 93% of Americans used a mobile device to access the Internet at least some of the A ) timein 2017 B ) The size of the mobile app audience greatly exceeds that of the mobile web audience C ) Retail purchases made on desktops account for almost two-thirds of all online purchases The time U.S adults spend using mobile apps accounts for over 60% of total digital D ) minutesspent 43) Which of the following describes the basic web policy of large firms during the Inventionperiod? A ) Integrate social networks and the mobile platform with website marketing B ) Emphasize the necessity for the Web to generate profits C ) Use the Web to sell complex goods and services online Maintain a basic, static website depicting the firm's D ) brand 44) It is estimated that by 2021, the size of the B2B market will reach: A ) $760 million B ) $7.6 billion C ) $760 billion $7.6 trillion D ) 45) Which of the following statements about the Web is not true? A ) The Web is the technology upon which the Internet is based B ) The Web was the original "killer app." C ) The Web provides access to pages written in Hypertext Markup Language The Web is both a communications infrastructure and an information storage D ) system 46) In 2017, there were more than Internet hosts A ) million B ) 10 million C ) 100 million D ) billion 47) all of the following can be considered a precursor to e-commerce except: A ) the development of the smartphone B ) Baxter Healthcare's PC-based remote order entry system C ) the French Minitel the development of Electronic Data Interchange D ) standards 48) was the first truly large-scale digitally enabled transaction system in the lOMoARcPSD|15670278 B2Carena A ) Telex B ) The Baxter Healthcare system C ) The French Minitel EDI D ) 49) In which year can e-commerce be said to have begun?A) 1983 B) 1985 C) 1995 D) 2001 50) All of the following are issues facing Pinterest except: A ) copyright infringement B ) inability to retain users C ) spam D ) scams 51) Which of the following is a characteristic of e-commerce during the Invention period? A ) mobile technology B ) earnings and profit emphasis C ) disintermediation extensive government D ) surveillance 52) All of the following are examples of Web 2.0 sites and applications except: A ) photo-sharing sites B ) blogs C ) wikis auction sites D ) 53) Which of the following is not a characteristic of a perfect competitive market? A ) Price, cost, and quality information are equally distributed B ) A nearly infinite set of suppliers compete against one another C ) Customers have access to all relevant information worldwide It is highly regulated 54) All of the following were visions of e-commerce expressed during the early years of e-commerce except: A ) a nearly perfect information marketspace B ) friction-free commerce C ) disintermediation ast follower advantage 55) Unfair competitive advantages occur when: A ) one competitor has an advantage others cannot purchase B ) market middlemen are displaced C ) information is equally distributed and transaction costs are low firms are able to gather monopoly D ) profits 56) The early years of e-commerce were driven by all of the following factors except: A ) an emphasis on exploiting traditional distribution channels B ) a huge infusion of venture capital funds C ) an emphasis on quickly achieving very high market visibility visions of profiting from new technology 57) The early years of e-commerce are considered: lOMoARcPSD|15670278 the most promising time in history for the successful implementation of first mover ere for a brief time, consumers had access to all relevantmarket information and transaction costs plummeted a stunning technological success as the Internet and the Web increased from a few thousand ns per year a dramatic business success as 85% of dot-coms formed since 1995 became flourishing 58) Which of the following best describes the early years of e-commerce? A ) They were a technological success but a mixed business success B ) They were a technological success but a business failure C ) They were a technological failure but a business success They were a mixed technological and business success lOMoARcPSD|15670278 59) Which of the following is a characteristic of the Reinvention phase of e-commerce? A ) massive proliferation of dot-com start-ups B ) widespread adoption of broadband networks C ) rapid growth of search engine advertising expansion of e-commerce to include services as well as D ) goods 60) Which of the following is a characteristic of the Consolidation phase of e-commerce? A ) predominance of pure online strategies B ) emphasis on revenue growth versus profits C ) brand extension and strengthening becomes more important than creating new brands shift to a technology-driven D ) approach 61) Which of the following is not true regarding e-commerce today? A ) Economists' visions of a friction-free market have not been realized B ) Consumers are less price-sensitive than expected C ) There remains considerable persistent price dispersion The market middlemen disappeared 62) Which of the following statements is not true? A ) Information asymmetries are continually being introduced by merchants and marketers B ) Intermediaries have not disappeared C ) Overall transaction costs have dropped dramatically Brands remain very important in e-commerce 63) Which of the following is an example of an e-commerce first mover that failed? A ) Etsy B ) eToys C ) eBay E*Trade 64) Which of the following refers to the practice of researching a product online beforepurchasing it at a physical store? A ) zooming B ) grazing C ) showrooming webrooming 65) Which of the following was the original "killer app" that made the Internet commerciallyinteresting and extraordinarily popular? A ) e-commerce B ) The Web C ) social networks mobile apps 66) Which of the following refers to the displacement of market middlemen and the creation of anew direct relationship between producers and consumers? A ) network effect B ) disintermediation C ) friction-free commerce first mover D ) advantage 67) Which of the following is not an element of friction-free commerce? A ) Information is equally distributed B ) Transaction costs are high C ) Prices can be dynamically adjusted to reflect actual demand lOMoARcPSD|15670278 Unfair competitive advantages are eliminated 68) Retail e-commerce in the United States is not expected to continue growing at double-digitgrowth rates in 2017-2018 Answer: FALSE/ TRUE 69) The Internet is a worldwide system of computer networks.Answer: F A L S E / TRUE 70) The Internet has shown similar growth patterns as other electronic technologies of the past.Answer: FALSE/ TRUE 71) The emergence of mobile, social, and local e-commerce occurred during the Reinventionperiod of e-commerce Answer: FALSE/ TRUE 72) The Reinvention period of e-commerce is as much a sociological phenomenon as it is atechnological or business phenomenon Answer: FALSE/ TRUE 73) Price dispersion has been eliminated in ecommerceAnswer: T R U E / FALSE 74) Above all, e-commerce is a phenomenon A ) technology driven B ) finance-driven C ) sociological governmentD ) driven 75) Which business application is associated with the technological development of local areanetworks and client/server computing? A ) transaction automation (e.g., payroll) B ) desktop automation (e.g., word processing) C ) industrial system automation (e.g., supply chain management) workgroup automation (e.g., document D ) sharing) 76) Which of the following is one of the three primary societal issues related to e-commerce? A ) liability B ) anonymity C ) equity intellectual D ) property lOMoARcPSD|15670278 8) Typically, the more security measures added to an e-commerce site, the slower and moredifficult it becomes to use Answer: TRUE / FLASE 9) Which of the following statements about data breaches in 2016 is not true? A) According to Symantec, the number of major breaches in 2016 increased from the number in 2015 B) According to Symantec, the total number of data breaches in 2016 increased significantly from the number in 2015 C) According to Symantec, the total number of identities exposed by data breaches in 2016 increased to 1.1 billion D) According to the Identity Theft Resource Center, data breaches involving the business sector represented over 45% of all breaches 10) Bitcoins are an example of: A) digital cash B) virtual currency C) a stored value payment system D) an EBPP system 11) the overall rate of online credit card fraud is of all online card transactions A) less than 1% B) around 5% C) around 10% D) around 15% 12) Which of the following has the Internet Advertising Bureau urged advertisers to abandon? A) HTML B) HTML5 C) Adobe Flash D) Adobe Acrobat 13) Accessing data without authorization on Dropbox is an example of a: A) social network security issue B) cloud security issue C) mobile platform security issue D) sniffing issue 14) Which of the following is not a key factor for establishing e-commerce security? A) data integrity B) technology C) organizational policies D) laws and industry standards 15) Conficker is an example of a: A) virus B) worm C) Trojan horse D) botnet 16) Which of the following is the leading cause of data breaches? A) theft of a computer B) accidental disclosures C) hackers D) DDoS attacks lOMoARcPSD|15670278 17) Software that is used to obtain private user information such as a user's keystrokes or copiesof e-mail is referred to as: A) spyware B) a backdoor C) browser parasite D) adware 18) According to Symantec, almost half of the e-mail addresses involved in business emailcompromise (BEC) phishing that it analyzed had an IP address originating in: A) China B) Russia C) Nigeria D) North Korea 19) What is the most frequent cause of stolen credit cards and card information today? A) lost cards B) the hacking and looting of corporate servers storing credit card information C) sniffing programs D) phishing attacks 20) Which dimension(s) of security is spoofing a threat to? A) integrity B) availability C) integrity and authenticity D) availability and integrity 21) Which of the following is not an example of malicious code? A) scareware B) Trojan horse C) bot D) sniffer 22) The attack on Dyn Inc., in October 2016 is an example of which of the following? A) SQL injection attack B) browser parasite C) DDoS attack D) MitM attack 23) Angler is an example of which of the following? A) worm B) exploit kit C) phishing D) hacktivism 24) Malware that comes with a downloaded file that a user requests is called a: A) Trojan horse B) backdoor C) drive-by download D) PUP 25) Which of the following is not an example of a PUP? A) adware B) browser parasite C) drive-by download D) spyware lOMoARcPSD|15670278 26) Which of the following was designed to cripple Iranian nuclear centrifuges? A) Stuxnet B) Flame C) Snake D) Storm 27) Automatically redirecting a web link to a different address is an example of which of thefollowing? A) sniffing B) social engineering C) pharming D) DDoS attack 28) According to Symantec, the number of data breaches in 2016 increased by compared to 2015 A) 100% B) 15% C) 150% D) 20% 29) According to Ponemon Institute's 2017 survey, which of the following was not among thecauses of the most costly cybercrimes? A) malicious insiders B) malicious code C) denial of service D) botnets 30) typically attack governments, organizations, and sometimes individuals forpolitical purposes A) Crackers B) White hats C) Grey hats D) Hacktivists 31) The Internet Advertising Bureau has urged advertisers to abandon Adobe Flash in favor ofHTML5 Answer: TRUE/ FLASE 32) A Trojan horse appears to be benign, but then does something other than expected.Answer: TRUE/ FLASE 33) Phishing attacks rely on browser parasites.Answer: TRUE/ FLASE 34) WannaCry is an example of ransomware.Answer: TRUE/ FLASE 35) Spoofing is the attempt to hide a hacker's true identity by using someone else's e-mail or IPaddress TRUE/FLASE 36) Exploit kits can be purchased by users to protect their computers from malware.Answer: TRUE/ FLASE 37) A drive-by download is malware that comes with a downloaded file that a user intentionallyor unintentionally requests Answer: TRUE/ FLASE 38) Changeup is an example of a software vulnerability.Answer: TRUE/ FLASE lOMoARcPSD|15670278 39) Next generation firewalls provide all of the following except: A) an application-centric approach to firewall control B) the ability to identify applications regardless of the port, protocol, or security evasion tools used C) the ability to automatically update applications with security patches D) the ability to identify users regardless of the device or IP address channels and protect networks, servers, and clients 40) Asymmetric key cryptography is also known as: A) public key cryptography B) secret key cryptography C) PGP D) PKI 41) All the following statements about symmetric key cryptography are true except: A) in symmetric key cryptography, both the sender and the receiver use the same key to encrypt and decrypt a message B) the Data Encryption Standard is a symmetric key encryption system C) symmetric key cryptography is computationally slower D) symmetric key cryptography is a key element in digital envelopes channels and protect networks, servers, and clients 42) The Data Encryption Standard uses a(n) -bit key A) B) 56 C) 256 D) 512 43) All of the following statements about public key cryptography are true except: A) public key cryptography uses two mathematically related digital keys B) public key cryptography ensures authentication of the sender C) public key cryptography does not ensure message integrity D) public key cryptography is based on the idea of irreversible mathematical functions channels and protect networks, servers, and clients 44) Which of the following is the current standard used to protect Wi-Fi networks? A) WEP B) TLS C) WPA2 D) WPA3 45) All of the following statements about PKI are true except: A) the term PKI refers to the certification authorities and digital certificate procedures that are accepted by all parties B) PKI is not effective against insiders who have a legitimate access to corporate systems including customer information C) PKI guarantees that the verifying computer of the merchant is secure D) the acronym PKI stands for public key infrastructure 46) A digital certificate contains all of the following except the: A) subject's private key B) subject's public key C) digital signature of the certification authority D) digital certificate serial number lOMoARcPSD|15670278 47) Which of the following dimensions of e-commerce security is not provided for byencryption? A) confidentiality B) availability C) message integrity D) nonrepudiation 48) All of the following are methods of securing channels of communication except: A) SSL/TLS B) digital certificates C) VPN D) FTP 49) A is hardware or software that acts as a filter to prevent unwanted packets fromentering a network A) firewall B) virtual private network C) proxy server D) PPTP 50) Proxy servers are also known as: A) firewalls B) application gateways C) dual home systems D) packet filters 51) All of the following are used for authentication except: A) digital signatures B) certificates of authority C) biometric devices D) packet filters 52) An intrusion detection system can perform all of the following functions except: A) examining network traffic B) setting off an alarm when suspicious activity is detected C) checking network traffic to see if it matches certain patterns or preconfigured rules D) blocking suspicious activity 53) Which of the following is not an example of an access control? A) firewalls B) proxy servers C) digital signatures D) login passwords 54) Which of the following statements is not true? A) A VPN provides both confidentiality and integrity B) A VPN uses both authentication and encryption C) A VPN uses a dedicated secure line D) The primary use of VPNs is to establish secure communications among business partners lOMoARcPSD|15670278 55) Which of the following statements is not true? A) Apple's Touch ID stores a digital replica of a user's actual fingerprint in Apple's iCloud B) Biometric devices reduce the opportunity for spoofing C) A retina scan is an example of a biometric device D) Biometric data stored on an iPhone is encrypted 56) Face ID is an example of which of the following? A) biometrics B) encryption C) IDS D) firewall 57) Which of the following is the most common protocol for securing a digital channel ofcommunication? A) DES B) SSL/TLS C) VPN D) HTTP 58SSL/TLS can’t provide irrefutability Answer: TRUE/ FALSE 58) The easiest and least expensive way to prevent threats to system integrity is to install anti-virus software Answer: TRUE/FALSe 59) What is the first step in developing an e-commerce security plan? A) Create a security organization B) Develop a security policy C) Perform a risk assessment D) Perform a security audit 60) To allow lower-level employees access to the corporate network while preventing them fromaccessing private human resources documents, you would use: A) access controls B) an authorization management system C) security tokens D) an authorization policy 61) Which of the following statements is not true? A) A majority of states require companies that maintain personal data on their residents to publicly disclose when a security breach affecting those residents has occurred B) The USA Patriot Act broadly expanded law enforcement's investigative and surveillance powers C) The Cybersecurity Information Sharing Act was strongly supported by most large technology companies and privacy advocates D) The Federal Trade Commission has asserted that it has authority over corporations' data security practices 62) All of the following are examples of social/mobile peer-to-peer payment systems except: A) Venmo B) Bill Me Later C) Square Cash D) Google Wallet lOMoARcPSD|15670278 63) All of the following statements about Apple Pay are true except which of the following? A) Apple Pay is subject to regulations issued by the Bureau of Consumer Financial Protection applicable to GPR transactions B) Apple Pay is based on Touch ID biometric fingerprint scanning C) Apple Pay can be used for mobile payments at the point of sale at a physical store D) Apple Pay relies on NFC chip technology 64) PayPal is an example of what type of payment system? A) online stored value payment system B) digital checking system C) accumulating balance system D) digital credit card system 65) PCI-DSS is a standard established by which of the following? A) the banking industry B) the credit card industry C) the federal government D) the retail industry 66) Which of the following is not a major trend in e-commerce payments in 2017-2018? A) Mobile retail payment volume decreases B) PayPal remains the most popular alternative payment method C) Google refocuses Google Wallet solely on sending and receiving money D) Payment by credit and/or debit card remains the dominant form of online payment 67) All of the following are limitations of the existing online credit card payment system except: A) poor security B) cost to consumers C) cost to merchant D) social equity 68) Linden Dollars, created for use in Second Life, are an example of: A) digital cash B) virtual currency C) EBPP D) peer-to-peer payment systems 69) Which of the following is a set of short-range wireless technologies used to shareinformation among devices within about two inches of each other? A) DES B) NFC C) IM D) text messaging 70) PayPal is the most popular alternative payment method in the United States Answer: TRUE/ FLASE 71) Apple Pay uses near field communication (NFC) chips Answer: TRUE/ FALSE 72) Digital cash is legal tender that is instantly convertible into other forms of value without theintermediation of any third parties Answer: TRUE/FALSE 73) There is a finite number of Bitcoins that can be created Answer: TRUE/ FALSE lOMoARcPSD|15670278 CHƯƠNG 1) Which of the following online advertising formats attracted the least amount of spending in2017? A) search B) classifieds C) rich media D) e-mail 2) Which of the following is not one of the main stages of the online purchasing process? A) post-purchase service and loyalty B) awareness C) engagement D) conversation 3) What is the approximate Internet penetration rate for individuals that have attained less than ahigh-school education? A) 58% B) 68% C) 78% D) 88% 4) All of the following are online communications that are used to support the evaluation ofalternatives stages of the consumer decision process except: A) search engines B) online catalogs C) social networks D) targeted banner ads 5) In modeling online consumer behavior, the concept of "consumer skills" refers to the: A) education level of the consumer B) communication skills of the consumer C) knowledge consumers have about how to conduct online transactions D) product evaluation skills of the consumer 6) In the early years of e-commerce, prior to 2000, single, white, young college-educated maleswith high income dominated the Internet in terms of percentage of Internet usage Answer: TRUE/FALSE 7) Consumers choose the online channel primarily due to social media influence Answer: TRUE/FALSE 8) The majority of online shoppers find vendors by clicking on display ads Answer: TRUE/FALSE 9) Research shows the two key factors shaping the decision to purchase online are utility andtrust Answer: TRUE/FALSE 10) Google introduced which of the following changes to its search algorithm to weed out lowquality sites from search results? A) Penguin B) Hummingbird C) Panda D) Knowledge Graph lOMoARcPSD|15670278 11) Which of the following forms of online advertising is expected to grow the fastest between2017 and 2021? A) paid search B) sponsorships C) search engines D) rich media 12)Which of the following is not one of the four main methods advertisers use to behaviorallytarget ads? A) Nielsen ratings B) data collected from social networks C) integration of online data with offline data D) clickstream data 13) Which of the following search engine algorithm updates enables Google's search engine toevaluate an entire sentence rather than just a key word? A) Panda B) Penguin C) Hummingbird D) Graph Search 14) Which of the following is not true about search engine advertising? A) Spending on search engine advertising constitutes over 45% 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 15) Which of the following is not a practice that degrades the results and usefulness of searchengines? A) social search B) link farms C) content farms D) click fraud advertising strategies and tools 16) 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 17) Ad blockers operate in a manner similar to which of the following? A) anti-virus software B) firewalls C) Flash cookies D) anonymous browsing 18) Which of the following is not a primary source of ad fraud? A) browser extensions that insert ads into a premium publisher's website 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 lOMoARcPSD|15670278 19) The percentage of all e-mail that is spam averaged around _ in 2017 A) 55% B) 65% C) 75% D) 85% 20) 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 21) 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 22) Which of the following is the most important tool in establishing a relationship with thecustomer? A) company website B) company CRM system C) Facebook D) search engine display ads 23) 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 24) 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 25) 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 26) 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 27) 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 lOMoARcPSD|15670278 28) Creating multiple variations of information goods and selling these to different marketsegments at different prices is called: A) bundling B) customization C) dynamic pricing D) versioning 29) All of the following are fixed price strategies except: A) bundling B) versioning C) free pricing D) yield management 30) Which of the following involves getting customers to pass along a company's marketingmessage to friends, family, and colleagues? A) affiliate marketing B) viral marketing C) native advertising D) lead generation marketing 31) Google's AdSense is an example of which of the following? A) context advertising B) SEO C) programmatic advertising D) viral marketing 32) Which of the following is based on the idea of complete price transparency in a perfectinformation marketplace? A) the Law of One Price B) dynamic pricing C) price discrimination D) versioning 33) Which of the following industries accounts for the highest percentage of spending on onlineadvertising? A) financial services B) retail C) automotive D) entertainment 34) 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 35) Which of the following is an automated, auction-based method for matching demand andsupply for online display ads? A) retargeting B) behavioral targeting C) programmatic advertising D) keyword advertising 36) Research has found that most of the ad impressions served across display advertisingplatforms are not viewable Answer: TRUE / FALSE lOMoARcPSD|15670278 37) The highest amount of online advertising spending is for online video ads Answer: T R U E / FALSE 38) Evidence suggests that real-time customer chat increases the dollar value of transactions Answer: TRUE/ FLASE 39) Consumers tend to look at native ads more frequently than they look at display ads Answer: TRUE/ FALSE 40) Lead generation marketing firms specialize in inbound marketing Answer: TRUE/ false 41) An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds Answer: TRUE/ FALSE 42) Which of the following would you implement to collect and analyze your company's bigdata? A) data warehouse B) Hadoop C) SQL D) profiling 43) 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 44) Which of the following features of e-commerce technology has reduced the cost ofdelivering marketing messages and receiving feedback from users? A) ubiquity B) richness C) information density D) universal standards 45) Which feature of e-commerce technology decreases the cost of delivering marketingmessages and receiving feedback from users? A) personalization/customization B) universal standards C) ubiquity D) interactivity 46) 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 47) Which of the following is a Google algorithm update related to local search? A) Penguin B) Hummingbird C) Panda D) Possum lOMoARcPSD|15670278 48) All of the following statements about cookies are true except: A) cookies can be used 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 49) 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 50) is an open source database that can store and analyze both structured andunstructured data A) ASP B) PHP C) Hadoop D) JSP 51) A is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need toknow the customer A) customer service chat system B) CRM system C) data warehouse D) transactive content system 52) The marketing technique known as involves merchants offering many products forwhich there is little demand A) long tail marketing B) flash marketing C) yield management D) bait-and-switch 53) Which of the following provides web marketers with a very quick means of identifying acustomer and understanding his or her behavior at a site? A) transaction logs B) cookies C) registration forms D) data warehouses 54) Transaction logs are built into client software Answer: T R U E / FALSE 55) Regular in-app cookies can be shared between apps Answer: TRUE/ FALSE 56) If you want to determine the size of your website's audience, the metric you will use for themost accurate measurement will be: A) page views B) unique visitors C) hits D) reach 57) Cross-platform attribution refers to: A) how to assign credit to different marketing initiatives B) understanding why visitors to a website purchase a product C) understanding how impressions lead to visits D) understanding why people click on ads lOMoARcPSD|15670278 58) VTR measures the _ response rate to an ad A) 30-minute B) 24-hour C) 7-day D) 30-day 59) Uber has been criticized for using which of the following? A) flash marketing B) bundling C) surge pricing D) freemium 60) What kinds of ads have the lowest CTR? A) video ads B) e-mails to an in-house list C) social network display ads D) banner display ads 61) 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 62) eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of thefollowing? 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 63) Which of the following measures the average length of stay at a website? A) loyalty B) stickiness C) page views D) retention rate 64) 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 not return within a year after their initial purchase 65) Recency refers to the: A) percentage of customers who 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 66) View-to-cart ratio 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 views that lead to an add-to-cart action C) percentage of existing customers who continue to buy on a regular basis D) percentage of shoppers who not return within a year after their initial purchase lOMoARcPSD|15670278 67) 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 68) 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 69) which of the following is the most meaningful metric for video ads? A) view time B) CTR C) completion rate D) skip rate 70) Which of the following measures the percentage of times an ad is clicked? A) retention rate B) CTR C) loyalty rate D) conversion rate ... following verifies that the business objectives of the system are in factworking? A) system testing B) acceptance testing C) unit testing D) implementation testing 13) Which of the following involves... following involves testing a site''s program modules one at a time? A) system testing B) acceptance testing C) unit testing D) implementation testing 14) Most of the time required to maintain an e-commerce... form of which type of testing? A) unit testing B) system testing C) acceptance testing D) A/B testing 21) When using multivariate testing, if you wish to test two different versions of an image,