E-Marketing
Chapter Exam Questions
Course Introduction
E-Marketing explores the principles and strategies of marketing in the digital environment, focusing on the use of electronic media and the Internet to reach consumers effectively. The course covers key topics such as online consumer behavior, digital market research, the development and management of websites, social media marketing, search engine optimization (SEO), email marketing, and analytics for measuring digital campaign success. Students will learn to design and implement e-marketing plans, leveraging various digital channels to create brand awareness, engage customers, and drive sales, while considering ethical and legal issues related to online marketing.
Recommended Textbook
Ecommerce 2013 9th Edition by Kenneth C. Laudon
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Chapter 1: The Revolution Is Just Beginning
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Q1) In 2012, roughly ________ million people in the United States accessed the Internet via mobile devices.
A) 30
B) 65
C) 80
D) 120
Answer: D
Q2) In 2011, a new Internet investment bubble focused primarily on social networks emerged.
A)True
B)False
Answer: True
Q3) The total number of users or customers an e-commerce business can obtain is a measure of its ________.
Answer: reach
Q4) Tangible works of the mind such as music, books, and videos are called ________.
Answer: intellectual property
Q5) ________ refers to the displacement of market middlemen. Answer: Disintermediation
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Chapter 2: E-Commerce Business Models and Concepts
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Q1) Assume you are analyzing the market opportunity of a distance learning company, Learnmore.com, that creates education courses delivered over the Internet for the Fortune 1000 corporate market. Assume that the overall size of the distance learning market is $25 billion. The overall market can be broken down into three major market segments: Corporate, College, and Elementary/High School, each of which accounts for a third of the market. Within the Corporate market, there are two market niches: Fortune 1000, which accounts for 60% of the market, and all others, which together account for 40% of the market. What is Learnmore.com's realistic market opportunity, approximately?
A) $5 billion
B) $6.6 billion
C) $165 billion
D) $25 billion
Answer: A
Q2) The overall retail market in the United States in 2012 was estimated at about:
A) $37 trillion.
B) $3.7 trillion.
C) $370 billion.
D) $37 billion.
Answer: B
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Chapter
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Q1) Which of the following protocols is used to send mail to a server?
A) SMTP
B) FTP
C) HTTP
D) SSL
Answer: A
Q2) An Internet-enabled media player would run in which layer of Internet architecture?
A) Network Technology Substrate layer
B) Middleware Services layer
C) Transport Services and Representation Standards layer
D) Applications layer
Answer: D
Q3) FTP is a protocol used to transfer files to and from a server.
A)True
B)False
Answer: True
Q4) Outside of e-mail, using a(n) ________ is the most common online daily activity.
Answer: search engine
Page 5
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Q1) Hiring an external vendor to provide services that you cannot perform with in-house personnel is known as ________.
Q2) Which of the following is not one of the basic business objectives for an e-commerce site?
A) display goods
B) execute a transaction
C) provide production and supplier links
D) optimize system architecture
Q3) The practice of owning (or leasing) and managing your own Web servers but housing them in a vendor's physical facility is known as ________.
Q4) A system design has two main components:
A) a logical design and a physical design.
B) a behavioral design and a technological design.
C) business objectives and technology requirements.
D) front-end systems and back-end systems.
Q5) ________ increases the processing power of hardware components but maintains the physical footprint and the number of servers.
Page 6
Q6) A SWOT analysis describes strengths, weaknesses, opportunities, and ________.
Q7) ________ is a language that Microsoft invented to compete with JavaScript.
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Chapter 5: E-Commerce Security and Payment Systems
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Q1) The six key dimensions to e-commerce security are nonrepudiation, authenticity, availability, integrity, privacy, and:
A) confidentiality.
B) usability.
C) functionality.
D) viability.
Q2) The use of a digital signature helps to ensure integrity, authenticity, and nonrepudiation.
A)True
B)False
Q3) A Trojan horse appears to be benign, but then does something other than expected. A)True
B)False
Q4) Typically, the more security measures added to a Web site, the slower and more difficult it becomes to use.
A)True
B)False
Q5) ________ is a form of online payment system for monthly bills.
Q6) To internal computers, a proxy server is known as the ________.
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Chapter 6: E-Commerce Marketing Concepts: Social,
Mobile, Local
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Q1) The dial-up audience is ________ the broadband audience.
A) virtually indistinguishable from
B) more educated than
C) less intensely involved with the Internet than
D) wealthier than
Q2) Which of the following is not a feature that is driving social e-commerce growth?
A) social sign-on
B) network notification
C) collaborative shopping
D) personal intelligent agents
Q3) Versioning involves selling the same product at different prices.
A)True
B)False
Q4) 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
Page 8
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Chapter 7: E-Commerce Marketing Communications
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Q1) The typical dwell rate for rich media and video ads is:
A) 1%-2%.
B) 4%-5%.
C) 7%-8%.
D) 10%-12%.
Q2) Which of the following is not true about search engine advertising?
A) Spending on search engine advertising constitutes around 46 percent of all online advertising spending.
B) The top three search engine providers supply over 95 percent 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.
Q3) Which of the following measures the ratio of actual orders to checkouts started?
A) checkout conversion rate
B) conversion rate
C) acquisition rate
D) cart conversion rate
Q4) A(n) ________ video ad runs when a user mouses over a section of text.
Q5) Google's AdSense is an example of network keyword or ________ advertising.
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Chapter 8: Ethical, Social, and Political Issues in E-Commerce
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Q1) 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).
A)True
B)False
Q2) Downloading music tracks owned by record companies without paying for them is an example of a violation of:
A) patent law.
B) copyright law.
C) trademark law.
D) privacy law.
Q3) The doctrine of ________ permits teachers and writers to use copyrighted materials without permission under certain circumstances.
Q4) Describe and evaluate the different methods that are being used to protect online privacy. Which of these methods do you think is or could be the most effective?
Q5) Define privacy, information privacy, and informed consent and discuss the ways in which the practices of e-commerce companies, particularly the use of advertising networks, threaten people's privacy.
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Chapter 9: Online Retail and Services
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Q1) Also called bricks-and-clicks merchants, ________ companies have a network of physical stores as their primary retail channel but also have introduced online offerings.
Q2) Operating margin is defined as:
A) operating income or loss divided by net sales revenues.
B) operating income or loss divided by total operating expenses.
C) net sales revenues divided by net income or loss.
D) net assets divided by net liabilities.
Q3) In ________, all of a customer's financial (and even nonfinancial) data are pulled together at a single personalized Web site.
A) account aggregation
B) a financial portal
C) integrated financial services
D) EBPP systems
Q4) In 2012, the number of online buyers was around 150 million.
A)True
B)False
Q5) In a(n) ________ strategy, traditional merchants combine their offline retail and online retail stores and services to provide a seamless customer experience.
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Chapter 10: Online Content and Media
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Q1) Which of the following was the most troubled segment of the publishing industry in 2012?
A) books
B) magazines
C) newspapers
D) periodicals
Q2) By 2015, online video is expected to surpass music as the largest form of online revenue in terms of revenue.
A)True
B)False
Q3) All of the following statements about the online video audience are true except:
A) Major television events tend to draw higher viewership than online videos.
B) The online video audience is around 180 million monthly unique viewers.
C) Google sites draws the highest number of monthly unique viewers of online video.
D) The overall size of the online video audience is much smaller than the traditional television audience.
Q4) Videos are the fastest growing form of paid content.
A)True
B)False
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Chapter 11: Social Networks, Auctions, and Portals
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Q1) A(n) ________, in which the highest bidder wins, is the most common form of auction.
A) Dutch Internet auction
B) Japanese auction
C) English auction
D) reverse auction
Q2) Social network participation is one of the most common usages of the Internet.
A)True
B)False
Q3) ________ is the tendency to gravitate toward, and bid for, auction listings with one or more existing bids.
A) Group buying
B) Winner's regret
C) Herd behavior
D) Bid rigging
Q4) ________ portals, such as Yahoo, attempt to attract a very large audience and then retain the audience on-site by providing in-depth vertical content channels.
Q5) What are the costs and risks for buyers at an auction and how have auction sites sought to reduce these risks?
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Chapter 12: B2B E-Commerce: Supply Chain Management and
Collaborative Commerce
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Q1) Which of the following primarily serve horizontal markets?
A) e-distributors and exchanges
B) e-distributors and e-procurement Net marketplaces
C) e-procurement Net marketplaces and industry consortia
D) exchanges and industry consortia
Q2) How are social networks being used in B2B e-commerce?
Q3) Private industrial networks are direct descendants of:
A) e-procurement Net marketplaces.
B) existing EDI networks.
C) independent exchanges.
D) industry consortia.
Q4) VWGroupSupply.com is an example of an:
A) e-distributor.
B) e-procurement Net marketplace.
C) exchange.
D) industry consortium.
Q5) ________ is a set of production methods that focuses on the elimination of waste throughout the customer value chain.
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Q6) The four main types of Net marketplaces are e-distributors, e-procurement networks, exchanges, and ________.
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