Question 1

________ is an industry-standard database query and manipulation language.

Accepted Answer

SQL (Structured Query Language) is the standard language used for managing and manipulating relational databases. It is widely used in industries, organizations, and businesses for their database-related operations.

Question 2

Which of the following statements about the Internet's impact on marketing is not true?

Accepted Answer

The statement that the Internet has decreased the impact of brands is not true. In fact, the Internet has made it easier for brands to reach a larger audience and create a strong online presence, which can ultimately increase the impact of the brand.

Question 3

How are blogs being used for marketing?

Accepted Answer

The answer of How are blogs being used for marketing?...

Question 4

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

Lead generation marketing firms focus on attracting potential customers through techniques like content marketing, SEO, and social media. This is a form of inbound marketing, which aims to draw people in rather than interrupting or chasing them down.

Question 5

Consumers tend to look at native ads more frequently than they look at display ads.

Accepted Answer

According to research, consumers tend to look at native ads 52% more frequently than they look at display ads.

Question 6

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Accepted Answer

The answer of Identify and describe the various types of...

Question 7

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

This is the definition of bundling.

Question 8

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

Accepted Answer

Flash marketing involves offering products or services for a very low price for a short period of time in order to create excitement and urgency among consumers to make a purchase. This technique is often used by online retailers and is similar to a flash sale. Long tail marketing is a strategy that involves targeting niche markets with specific products or services. Yield management is a pricing strategy used to maximize revenue for perishable goods or services, such as airline seats or hotel rooms. Bait-and-switch is an unethical tactic in which a merchant advertises a low price for a product or service to attract customers, but then tries to sell them a higher-priced item instead.

Question 9

All of the following statements about cookies are true except:

Accepted Answer

The data typically stored in cookies may include a unique ID, but it does not usually include an email address.

Question 10

The richness made possible by e-commerce technologies does which of the following?

Accepted Answer

The use of e-commerce technologies makes it possible to integrate different forms of media such as video, audio, and text into a single marketing message, providing a more engaging and immersive consuming experience. The statement does not mention the other options, such as cost reduction or worldwide communication.

Question 11

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

Accepted Answer

The Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) define an ad as viewable if at least 50% of its pixels are in view for a minimum of two consecutive seconds.

Question 12

For a Web site that has 100,000 visitors a month, and where on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.

Accepted Answer

If a visitor makes five page requests per visit, then there will be a total of 500,000 page requests per month (100,000 visitors x 5 page requests per visit). Each page request will generate an entry in the transaction log, so there will be 500,000 entries in the transaction log each month. Therefore, the answer is B) 500,000.

Question 13

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

Accepted Answer

Studies have shown that customers who engage in real-time chat during their online purchase are more likely to complete the transaction and spend more money than those who don't use chat. This can be attributed to the fact that chat provides personalized customer service and can help answer any questions or concerns the customer has about the product or purchase process.

Question 14

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

Accepted Answer

The answer of Discuss the changes that Google has made...

Question 15

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Accepted Answer

A CRM (customer relationship management) system is designed to centralize customer data and make it accessible to various departments within a company. It tracks all customer interactions across channels, including email, phone, social media, etc. It generates a customer profile that is updated regularly based on these interactions, which can be used by different teams in the organization to provide personalized and efficient customer service. A data warehouse is a large, centralized repository of data that supports business intelligence activities, while a transactive content system is a type of digital asset management system used to manage transactional content, such as e-commerce product catalogs. A customer service chat system is a tool that enables real-time communication between customers and customer support staff.

Question 16

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Accepted Answer

Customer experience encompasses all interactions a customer has with a brand, product, or service, including pre- and post-purchase interactions, which is broader than customer satisfaction, which measures how well a product or service meets or exceeds customer expectations.

Question 17

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

Accepted Answer

The answer of Which of the following features of e-commerce...

Question 18

Which of the following would you implement to collect and analyze your company's Big Data?

Accepted Answer

Hadoop is a powerful tool for collecting and analyzing Big Data. It allows for distributed storage and processing of large data sets, making it ideal for handling the massive amounts of data that companies typically deal with. Hadoop is also flexible and can work with a variety of data types and sources.

Additional information:
Data warehouses (A) are more suitable for structured data that needs to be stored in a centralized location, whereas Hadoop is better suited for unstructured or semi-structured data. SQL (C) is a query language used to retrieve and manipulate data in relational databases, but it may not be sufficient for handling Big Data. Profiling (D) involves analyzing data to create user profiles for targeted marketing or advertising, but it is not the same as collecting and analyzing Big Data.

Question 19

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

Information density refers to the vast amount of data that can be collected and analyzed through e-commerce technology. This includes real-time behavior of consumers, purchase history, and browsing patterns. Personalization/customization, ubiquity, and interactivity are all important features of e-commerce, but do not specifically relate to the gathering and analysis of detailed consumer behavior data.

Question 20

A Web beacon is:

Accepted Answer

A Web beacon, also known as a web bug or pixel tag, is a tiny graphics file (usually 1x1 pixel) embedded in an e-mail or web page. It is used by advertisers or webmasters to track user behavior such as opening an e-mail, clicking on a link, or visiting a website. It can also be used for email tracking, as it allows the sender to know if an email has been opened, and when. It does not carry a virus or execute any code on the user's system.

Quiz 6: E-Commerce Marketing and Advertising Concepts