Question 1

View-to-cart ratio 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 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 do not return within a year after their initial purchase.E) B) and C)
F) C) and D)

Question 2

Research shows the two key factors shaping the decision to purchase online are utility and trust.

Accepted Answer

A) True 
 B)False

Question 3

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following statements about Canada's anti-spam law is not true?

Accepted Answer

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.E) None of the above
F) A) and B)

Question 5

Cross-platform attribution refers to:

Accepted Answer

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.E) A) and B)
F) None of the above

Question 6

All of the following are among those most frequently affected by ad-blocking except:

Accepted Answer

A)   gaming sites.
B)   newsgroup/forums.
C)   social network sites.
D)   online retailers.E) A) and B)
F) A) and C)

Question 7

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Accepted Answer

A)   Nielsen ratings
B)   data collected from social networks
C)   integration of online data with offline data
D)   clickstream dataE) B) and D)
F) B) and C)

Question 8

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 adsE) C) and D)
F) None of the above A

Question 9

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is not true about search engine advertising?

Accepted Answer

A)   Spending on search engine advertising constitutes about 44% 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 slowest growing type of online advertising.E) None of the above
F) B) and C)

Question 11

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A)   55%
B)   65%
C)   75%
D)   85%E) C) and D)
F) All of the above

Question 12

A roughly equal percentage of men and women use the Internet today.

Accepted Answer

A) True 
 B)False

Question 13

Ad blockers operate in a manner similar to which of the following?

Accepted Answer

A)   anti-virus software
B)   firewalls
C)   Flash cookies
D)   anonymous browsingE) None of the above
F) B) and D)

Question 14

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

Google makes frequent changes to their s...

Question 15

Amazon's Associates program is an example of which of the following?

Accepted Answer

A)   viral marketing
B)   local marketing
C)   affiliate marketing
D)   lead generation marketingE) A) and B)
F) B) and C)

Question 16

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

A)   ubiquity
B)   richness
C)   information density
D)   universal standardsE) C) and D)
F) A) and C)

Question 17

What is marketing analytics software and what is it used for?

Accepted Answer

Marketing analytics software is a softwa...

Question 18

In modeling online consumer behavior,the concept of "consumer skills" refers to the:

Accepted Answer

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.E) None of the above
F) A) and C)

Question 19

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following involves getting customers to pass along a company's marketing message to friends,family,and colleagues?

Accepted Answer

A)   affiliate marketing
B)   viral marketing
C)   native advertising
D)   lead generation marketingE) None of the above
F) B) and C) B

Exam 6: E-Commerce Marketing and Advertising Concepts

View-to-cart ratio is a measure of the:

Correct AnswerverifiedShow Answer

Research shows the two key factors shaping the decision to purchase online are utility and trust.

Correct AnswerverifiedShow Answer

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Correct AnswerverifiedTrue

Which of the following statements about Canada's anti-spam law is not true?

Correct AnswerverifiedShow Answer

Cross-platform attribution refers to:

Correct AnswerverifiedShow Answer

All of the following are among those most frequently affected by ad-blocking except:

Correct AnswerverifiedShow Answer

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedA

Lead generation marketing firms specialize in inbound marketing.

Correct AnswerverifiedShow Answer

Which of the following is not true about search engine advertising?

Correct AnswerverifiedShow Answer

What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Correct AnswerverifiedShow Answer

A roughly equal percentage of men and women use the Internet today.

Correct AnswerverifiedShow Answer

Ad blockers operate in a manner similar to which of the following?

Correct AnswerverifiedShow Answer

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Correct AnswerverifiedGoogle makes frequent changes to their s...View AnswerShow Answer

Amazon's Associates program is an example of which of the following?

Correct AnswerverifiedShow Answer

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Correct AnswerverifiedShow Answer

What is marketing analytics software and what is it used for?

Correct AnswerverifiedMarketing analytics software is a softwa...View AnswerShow Answer

In modeling online consumer behavior,the concept of "consumer skills" refers to the:

Correct AnswerverifiedShow Answer

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Correct AnswerverifiedShow Answer

Which of the following involves getting customers to pass along a company's marketing message to friends,family,and colleagues?

Correct AnswerverifiedB

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Google makes frequent changes to their s...
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Marketing analytics software is a softwa...
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