E-Marketing Final Exam Questions
Course Introduction
E-Marketing explores the dynamic field of marketing through electronic and digital channels, focusing on the strategies used by organizations to reach, engage, and convert customers online. The course covers essential aspects such as website optimization, search engine marketing (SEM), social media strategies, email campaigns, mobile marketing, and digital analytics. Students will learn how to integrate digital tools with traditional marketing concepts to create cohesive and effective marketing plans. Emphasis is placed on understanding consumer behavior in online environments, leveraging data-driven decision making, and adapting to emerging technologies and platforms in an ever-evolving digital landscape.
Recommended Textbook
E Commerce 2016 Business Technology Society 12th Edition by Kenneth C. Laudon
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Chapter 1: The Revolution Is Just Beginning
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Sample Questions
Q1) Explain why a firm's online inventory control system is an example of e-business rather than e-commerce. What is the key factor in determining if a transaction is "commerce"?
Answer: E-business refers primarily to digitally enabled transactions within a firm, involving information systems, such an online inventory control system, under the control of the firm. E-business does not involve commercial transactions in which an exchange of value across organizational boundaries takes place. E-commerce, on the other hand, is a revenue-generating operation. The key factor in determining if a transaction is commerce, therefore, is "exchange of value." In order to be e-commerce, a transaction must include the direct production of revenue.
Q2) Which of the following is not a major technology trend in e-commerce in 2015-2016?
A)Mobile messaging services become popular with smartphone users.
B)Firms are turning to business analytics to make sense out of Big Data.
C)The mobile computing and communications platform creates an alternative platform for online transactions, marketing, advertising, and media viewing.
D)Computing and networking component prices increase dramatically.
Answer: D
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Chapter 2: E-Commerce Business Models and Concepts
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Q1) The use by a company of its competitive advantage to achieve more advantage in surrounding markets is known as ________.
A)market strategy
B)differentiation
C)leverage
D)focus
Answer: C
Q2) The business model of e-tailers is quite similar to that of:
A)e-distributors.
B)transaction brokers.
C)exchanges.
D)service providers.
Answer: A
Q3) ________ and ________ are typically the most easily identifiable aspects of a company's business model.
A)Market strategy; market opportunity
B)Value proposition; revenue model
C)Value proposition; competitive environment
D)Revenue model; market strategy
Answer: B
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Chapter 3: E-Commerce Infrastructure: the Internet, Web, and Mobile Platform
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Sample Questions
Q1) The process of slicing digital messages into parcels, sending them along different communication paths as they become available, and reassembling them at the destination point is called:
A)routing.
B)the Transmission Control Protocol.
C)packet switching.
D)the File Transfer Protocol.
Answer: C
Q2) Which of the following is the core communications protocol for the Internet?
A)Telnet
B)FTP
C)TCP/IP
D)TLS
Answer: C
Q3) Which of the following is not true about the mobile platform?
A)Most smartphones use Intel chips.
B)The number of cell phones worldwide exceeds the number of PCs.
C)Over a third of the world's cell phones are smartphones.
D)Smartphones use flash memory chips.
Answer: A
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Chapter 4: Building an E-Commerce Presence: Web Sites, Mobile Sites,
and Apps
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Sample Questions
Q1) All of the following are key design principles of responsive Web design except:
A)flexible grid-based layouts.
B)media queries.
C)coding by convention.
D)flexible images and media.
Q2) Which of the following types of e-commerce presence is best suited for creating an ongoing conversation with one's customers?
A)Web site
B)e-mail
C)social media
D)offline media
Q3) What tools or technologies are available for providing interactivity and active content on a Web site and what functionality do they add? Describe at least five.
Q4) Django is based on which of the following?
A)PHP
B)Python
C)Perl
D)Ruby on Rails
Q5) What are widgets and how are they used? How do they differ from mashups?
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Chapter 5: E-Commerce Security and Payment Systems
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Q1) ________ refers to the ability to ensure that an e-commerce site continues to function as intended.
A)Nonrepudiation
B)Authenticity
C)Availability
D)Integrity
Q2) A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a network.
A)firewall
B)virtual private network
C)proxy server
D)PPTP
Q3) 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.
Q4) CryptoLocker is an example of ransomware.
A)True
B)False
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Chapter 6: E-Commerce Marketing and Advertising Concepts
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Q1) 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
Q2) Identify and describe the various types of rich media ads and video ads and explain how each one works.
Q3) All of the following statements about cookies are true except:
A)cookies can be used with Web bugs 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.
Q4) Ad blockers operate in a manner very similar to which of the following?
A)anti-virus software
B)firewalls
C)Flash cookies
D)anonymous browsing
Q5) What are two methods being developed to track consumers across devices?
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Chapter 7: Social, Mobile, and Local Marketing
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Q1) What are the implications for marketers given that mobile users spend over 70% of their smartphone time using apps and that on average, users only use about 26 apps a month?
Q2) Which of the following is the most popular use for mobile devices?
A)shopping
B)socializing
C)entertainment
D)performing tasks, such as finances
Q3) In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing.
A)True
B)False
Q4) The number of people exposed to pins is a measure of which of the following?
A)engagement
B)community
C)brand strength
D)fan acquisition
Q5) Name and describe five of the marketing tools available with Facebook.
Q6) What has changed in online marketing since 2007?
Q7) Why is local mobile marketing so attractive to marketers?
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Chapter 8: Ethical, Social, and Political Issues in E-Commerce
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Q1) Which of the following features of e-commerce technology can result in work and shopping invading family life?
A)interactivity
B)ubiquity
C)information density
D)global reach
Q2) Online gambling is now legal throughout the United States.
A)True
B)False
Q3) The display of a third-party's Web site or page within your own Web site is called:
A)cybersquatting.
B)metatagging.
C)framing.
D)deep linking.
Q4) Which of the following technologies allows you to send e-mail without a trace?
A)anonymous surfing
B)P3P
C)anonymous remailers
D)public key encryption
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Chapter 9: Online Retailing and Services
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Q1) Which of the following has the second-highest share of online retail sales?
A)omni-channel merchants
B)virtual merchants
C)catalog merchants
D)manufacturer-direct
Q2) What are the challenges faced by automobile manufacturers in selling online?
Q3) Discuss Amazon's future prospects. Do you think Amazon will ever be consistently profitable?
Q4) 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.
A)True
B)False
Q5) The existence of substitute products is a key industry strategic factor.
A)True
B)False
Q6) Define economic viability and explain the factors involved in assessing a firm's economic viability.
Q7) Describe the virtual merchant business model and its unique challenges in becoming financially viable.
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Chapter 10: Online Content and Media
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Q1) Which of the following statements about e-sports is not true?
A)Colleges are beginning to offer scholarships for players on their new video game teams.
B)E-sports is growing at approximately 25% a year.
C)E-sports will approach Hollywood in terms of global revenues by 2020.
D)E-sports currently generates approximately $600 million globally.
Q2) In 2015, which of the following comprised the largest segment of the online gaming audience?
A)social gamers
B)mobile gamers
C)casual gamers
D)console gamers
Q3) In 2015, Amazon's e-book and media store contained around how many book titles?
A)more than 50,000
B)more than 100,000
C)more than 1 million
D)more than 5 million
Q4) Vox is an example of the Digital First business model.
A)True
B)False
Page 12
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Chapter 11: Social Networks, Auctions, and Portals
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Q1) Priceline's auctions utilize fixed pricing.
A)True
B)False
Q2) Yahoo owns all of the following except:
A)Tumblr.
B)Flickr.
C)Aviate.
D)Instagram.
Q3) In 2015, which age group has the fastest growing rate of Facebook usage?
A)12-34
B)35-44
C)45-64
D)64 and older
Q4) Each of the following is one of the top six social network sites in the United States except:
A)Tumblr.
B)Snapchat.
C)Instagram.
D)Pinterest.
Q5) Describe the evolution of social networks from their earliest appearance.
Page 13
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Chapter 12: B2b E-Commerce: Supply Chain Management and
Collaborative Commerce
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Q1) Which of the following terms refers to the links that connect business firms with one another to coordinate production?
A)supply chain
B)B2B e-commerce
C)vertical market
D)horizontal market
Q2) EDI began as a(n)________ system.
A)document automation
B)document exchange
C)invoice generation
D)MRP
Q3) Which of the following primarily involve long-term sourcing?
A)e-distributors and exchanges
B)e-distributors and industry consortia
C)e-procurement Net marketplaces and exchanges
D)e-procurement Net marketplaces and industry consortia
Q4) Highly centralized supply chains provide lower short-term costs, but higher, longer-term risk protection.
A)True
B)False
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