Internet Marketing
Final Test Solutions
Course Introduction
Internet Marketing explores the strategies, tools, and techniques used to promote products and services online. The course covers key topics such as search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, email campaigns, social media strategies, and web analytics. Students will learn to develop integrated digital marketing plans, analyze online consumer behavior, and leverage digital channels to reach and engage target audiences. Practical case studies and hands-on projects will enable students to apply theoretical concepts in real-world scenarios, preparing them for success in the rapidly evolving digital marketplace.
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) 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.
D)Unfair competitive advantages are eliminated.
Answer: B
Q2) Which of the following refers to the practice of researching a product online before purchasing it at a physical store?
A)zooming
B)grazing
C)showrooming
D)webrooming
Answer: D
Q3) All of the following are issues facing Pinterest except:
A)copyright infringement.
B)inability to retain users.
C)spam.
D)scams.
Answer: B
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Chapter 2: E-Commerce Business Models and Concepts
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Q1) In the ________ business model, a Web-based business builds a digital environment in which buyers and sellers can meet, display products, search for products, and establish prices.
A)market creator
B)community provider
C)e-tailer
D)portal
Answer: A
Q2) An asymmetry exists whenever all participants in a market have equivalent resources.
A)True
B)False
Answer: False
Q3) All of the following use an advertising revenue model except:
A)Twitter.
B)Yahoo.
C)Google.
D)Amazon.
Answer: D
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Chapter
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Sample Questions
Q1) What are the essential characteristics of cloud computing?
Answer: The U.S. National Institute of Standards and Technology (NIST)defines cloud computing as having the following essential characteristics: on-demand self-service (consumers can obtain computing capabilities such as server time or network storage as needed automatically on their own); ubiquitous network access (cloud resources can be accessed using standard network and Internet devices, including mobile platforms; Location-independent resource pooling): the pooling of computing resources to serve multiple users, with different virtual resources dynamically assigned according to user demand; rapid elasticity (computing resources can be rapidly provisioned, increased, or decreased to meet changing user demand); and measured service (charges for cloud resources are based on the amount of resources actually used).
Q2) IPv6 provides for 132-bit IP addresses.
A)True
B)False
Answer: False
Q3) HTML is used to format the structure and style of a Web page.
A)True
B)False
Answer: True
Page 5
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Chapter 4: Building an E-Commerce Presence: Web Sites, Mobile
Sites, and Apps
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Sample Questions
Q1) Apache Web server software works with Linux and Unix operating systems.
A)True
B)False
Q2) What are the two most important management challenges in building a successful e-commerce presence?
A)developing a clear understanding of business objectives and knowing how to choose the right technology to achieve those objectives
B)having an accurate understanding of your business environment and an achievable business plan
C)building a team with the right skill sets and closely managing the development process
D)identifying the key components of your business plan and selecting the right software, hardware, and infrastructure for your site
Q3) Which of the following is an example of a CMS?
A)Apache
B)WordPress
C)Dreamweaver CC
D)Webtrends Analytics
Q4) What are widgets and how are they used? How do they differ from mashups?
Page 6
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Chapter 5: E-Commerce Security and Payment Systems
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Q1) Which of the following is the current standard used to protect Wi-Fi networks?
A)WEP
B)TLS
C)WPA2
D)WPA3
Q2) 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.
Q3) Which of the following is a set of short-range wireless technologies used to share information among devices within about two inches of each other?
A)DES
B)NFC
C)IM
D)text messaging
Q4) Why is it difficult to accurately estimate the actual amount of cybercrime?
Q5) Define and explain how EBPP systems work. Describe each of the main EBPP business models.
Q6) What is a sniffing attack and how does it differ from a MitM attack?
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Chapter 6: E-Commerce Marketing and Advertising Concepts
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Q1) eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?
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
Q2) 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.
Q3) The majority of online shoppers find vendors by clicking on display ads.
A)True
B)False
Q4) Online traffic is driven by offline brands and shopping.
A)True
B)False
Page 8
Q5) Identify and describe the various types of rich media ads and video ads and explain how each one works.
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Chapter 7: Social, Mobile, and Local Marketing
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Q1) Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages?
A)Facebook
B)Twitter
C)Pinterest
D)Instagram
Q2) All of the following are examples of dark social except:
A)e-mail.
B)tweets.
C)SMS texts.
D)Snapchat.
Q3) Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline?
A)Promoted Tweet
B)Promoted Trend
C)Promoted Account
D)Lead Generation Card
Q4) How do people actually use their mobile devices today?
Q5) What has changed in online marketing since 2007?
Q6) How does the multi-screen environment change the marketing funnel?
Page 9
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Chapter 8: Ethical, Social, and Political Issues in E-Commerce
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Q1) How long does copyright protection extend for corporate-owned works?
A)25 years
B)50 years
C)75 years
D)95 years
Q2) Explain why the taxation of e-commerce raises governance and jurisdiction issues.
Q3) 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?
Q4) Copyright protection protects against others copying the underlying ideas in a work.
A)True
B)False
Q5) The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.
A)True
B)False
Q6) How is it possible to measure the strength of privacy policies?
Q7) Describe the fantasy sport business and the issues it raises.
Page 10
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Chapter 9: Online Retailing and Services
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Q1) Current liabilities are debts of the firm that will be due within:
A)three months.
B)six months.
C)one year.
D)two years.
Q2) Describe the vision of online retailing during the early days of e-commerce. Did these predictions and assumptions turn out to be true?
Q3) All of the following are examples of the challenges that traditional manufacturers experience when using the Internet to sell directly to the consumer except:
A)moving to a demand-pull model.
B)high cost structures.
C)developing a fast-response online order and fulfillment system.
D)channel conflict.
Q4) About 90% of Internet users in the United States are now online buyers.
A)True
B)False
Q5) The existence of substitute products is a key industry strategic factor.
A)True
B)False
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Chapter 10: Online Content and Media
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Q1) All of the following are examples of technology convergence except:
A)the iPad.
B)Amazon Books Publishing.
C)Apple TV.
D)smartphones.
Q2) In 2015, the mobile gaming market was the slowest growing form of online gaming in terms of revenue.
A)True
B)False
Q3) The entertainment industry is generally considered to be composed of five players: television, Hollywood films, music, radio, and games.
A)True
B)False
Q4) Which of the following is the largest online movie download distributor?
A)Netflix
B)Hulu
C)iTunes
D)Google Play
Q5) What is DRM and why is it used?
Q6) Why have newspaper revenues declined over the past 15 years?
Page 12
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Chapter 11: Social Networks, Auctions, and Portals
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Q1) What are the costs and risks for buyers at an auction and how have auction sites sought to reduce these risks?
Q2) What are the benefits of Internet auctions to sellers, buyers, and market makers in an auction?
Q3) Discuss the impact social networks have had on how businesses operate, communicate, and serve their customers.
Q4) Which of the following has the highest penetration of social network usage among the general population?
A)North America
B)Latin America
C)Europe
D)Asia-Pacific
Q5) ________ refers to the feeling that one has paid too high a price for an item won at auction.
A)Seller's lament
B)Winner's lament
C)Loser's regret
D)Winner's regret
Q6) Identify and describe the main types of portals.
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 is an example of an e-procurement Net marketplace?
A)TheSeam
B)Ariba
C)Grainger
D)SupplyOn
Q2) Which of the following is a method of inventory cost management that seeks to eliminate excess inventory?
A)lean production
B)sustainable production
C)just-in-time production
D)supply chain simplification
Q3) All of the following are weaknesses of EDI except:
A)EDI is not well suited for electronic marketplaces.
B)EDI lacks universal standards.
C)EDI does not provide a real-time communication environment.
D)EDI does not scale easily.
Q4) Define and discuss the terms, B2B commerce, B2B e-commerce, and supply chains, in the context of the history and significance of B2B e-commerce.
Q5) What does "supply chain visibility" refer to and what benefits does it bring?
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