Question 1

Recency refers to the:

Accepted Answer

A)  percentage of customers who do not return during the next year after an initial purchase.
B)  time elapsed since the last visit made by a customer.
C)  percentage of existing customers who continue to buy on a regular basis.
D)  percentage of customers who return to the site within a year to make additional purchases.

Question 2

Which of the following is the most meaningful metric for video ads?

Accepted Answer

A)  view time
B)  click-through rate
C)  completion rate
D)  skip rate

Question 3

A ________ is a repository of customer information that records all of the contacts a customer has with a firm,and generates a customer profile that is available to appropriate individuals in the firm.

Accepted Answer

A)  customer service chat system
B)  CRM system
C)  data warehouse
D)  transactive content system

Question 4

Regular in-app cookies cannot be shared between apps.

Accepted Answer

A) True 
 B)False

Question 5

Transaction logs are built into web server software.

Accepted Answer

A) True 
 B)False

Question 6

The percentage of all e-mail that is spam averaged around ________ % in 2016.

Accepted Answer

A)  53
B)  63
C)  73
D)  83

Question 7

Which of the following features of e-commerce technology allows fine-grained,highly detailed information on consumers' real-time behavior to be gathered and analyzed?

Accepted Answer

A)  personalization/customization
B)  information density
C)  ubiquity
D)  interactivity

Question 8

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Accepted Answer

A)  bundling.
B)  customization.
C)  dynamic pricing.
D)  versioning.

Question 9

Which of the following measures the percentage of customers who purchase once,but never return within a year?

Accepted Answer

A)  retention rate
B)  attrition rate
C)  loyalty rate
D)  conversion rate

Question 10

The Nike iD program is an example of which of the following marketing techniques?

Accepted Answer

A)  customer co-production
B)  transactive content
C)  price discrimination
D)  permission marketing

Question 11

Define and describe the functionality of customer relationship management (CR
M)systems.

Accepted Answer

Customer relationship management systems...

Question 12

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Accepted Answer

A)  query-driven
B)  customer profiling
C)  model-driven
D)  behavioral

Question 13

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

Accepted Answer

A)  page views.
B)  unique visitors.
C)  hits.
D)  reach.

Question 14

Consumers choose online channels (e.g. ,e-mail)primarily due to social media influence.

Accepted Answer

A) True 
 B)False

Question 15

Acquisition rate is a measure of the:

Accepted Answer

A)  percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
B)  percentage of visitors who become customers.
C)  percentage of existing customers who continue to buy on a regular basis.
D)  percentage of shoppers who do not return within a year after their initial purchase.

Question 16

In 2016,what was the approximate Internet penetration rate for individuals with less than a high-school education?

Accepted Answer

A)  25%
B)  33%
C)  66%
D)  75%

Question 17

Which of the following is the most important tool in establishing a relationship with the customer?

Accepted Answer

A)  company website
B)  company CRM system
C)  Facebook
D)  search engine display ads

Question 18

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Accepted Answer

A) True 
 B)False

Question 19

A web beacon is:

Accepted Answer

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.

Question 20

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Accepted Answer

A) True 
 B)False

Exam 6: E-Commerce Marketing and Advertising Concepts

A ________ is a repository of customer information that records all of the contacts a customer has with a firm,and generates a customer profile that is available to appropriate individuals in the firm.

Correct AnswerverifiedShow Answer

Recency refers to the:

Correct AnswerverifiedShow Answer

Acquisition rate is a measure of the:

Correct AnswerverifiedShow Answer

Consumers choose online channels (e.g. ,e-mail)primarily due to social media influence.

Correct AnswerverifiedShow Answer

Regular in-app cookies cannot be shared between apps.

Correct AnswerverifiedShow Answer

Which of the following is the most important tool in establishing a relationship with the customer?

Correct AnswerverifiedShow Answer

Which of the following measures the percentage of customers who purchase once,but never return within a year?

Correct AnswerverifiedShow Answer

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Correct AnswerverifiedShow Answer

Define and describe the functionality of customer relationship management (CR M)systems.

Correct AnswerverifiedCustomer relationship management systems...View AnswerShow Answer

In 2016,what was the approximate Internet penetration rate for individuals with less than a high-school education?

Correct AnswerverifiedShow Answer

Transaction logs are built into web server software.

Correct AnswerverifiedShow Answer

The Nike iD program is an example of which of the following marketing techniques?

Correct AnswerverifiedShow Answer

A web beacon is:

Correct AnswerverifiedShow Answer

The percentage of all e-mail that is spam averaged around ________ % in 2016.

Correct AnswerverifiedShow Answer

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

Correct AnswerverifiedShow Answer

Which of the following features of e-commerce technology allows fine-grained,highly detailed information on consumers' real-time behavior to be gathered and analyzed?

Correct AnswerverifiedShow Answer

Which of the following is the most meaningful metric for video ads?

Correct AnswerverifiedShow Answer

An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.

Correct AnswerverifiedShow Answer

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Correct AnswerverifiedShow Answer

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Customer relationship management systems...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified