E-Commerce Chapter 7

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1. All of the following are Pinterest marketing Promoted 8. Facebook's share price fell Facebook would be
tools except: Accounts dramatically after its IPO because unable to increase
A) Brand pages. investors feared that: advertising revenues
B) Follow button. A) Facebook's new marketing enough.
C) Retail Pins. solutions would be difficult to
D) Promoted Accounts. monetize.
B) new social networks such as
2. All of the following were popular types of corporate
Instagram were cannibalizing
online marketing before 2007 except: Web sites.
Facebook's audience.
A) e-mail.
C) privacy concerns were driving
B) corporate Web sites.
users away.
C) mobile marketing.
D) Facebook would be unable to
D) display ads.
increase advertising revenues
3. By 2017, mobile commerce revenues are $109 billion enough.
expected to be approximately:
9. How can a smartphone's to enhance user
A) $109 million.
gyroscope and accelerometer be interaction with mobile
B) $1.09 billion.
used in product marketing? multimedia
C) $10.9 billion.
A) to speed up delivery of large
D) $109 billion
multimedia files
4. Companies are not permitted to collect 13 B) to locate the user's
personal information from children under the geographical position
age of ________ without parental consent. C) to enhance user interaction
A) 8 with mobile multimedia
B) 10 D) to provide accurate data on
C) 13 the user's destination and speed
D) 16
10. How does Google Analytics track Beacon
5. Display ads constitute about ________ % of 33 user behavior at a participating
mobile ad spending. Web site?
A) 15 A) cookies
B) 20 B) beacons
C) 33 C) server logs
D) 66 D) super cookies
6. Encouraging users to click a Like button is an Amplification 11. In 2013, location-based mobile $2.3 billion
example of which step in the social marketing accounted for how
marketing process? much in marketing expenditures?
A) fan acquisition A) $23 million
B) brand strength B) $230 million
C) community C) $2.3 billion
D) amplification D) $23 billion
7. Facebook's display ads are called: Marketplace 12. In 2013, mobile commerce $39 billion
A) Marketplace Ads. Ads revenues are approximately:
B) Promoted Ads. A) $39 million.
C) Sponsored Ads. B) $390 million.
D) Brand Ads. C) $3.9 billion.
D) $39 billion.
13. Miller Coors used which of the following Geo-Search 20. What percentage of smartphone users have 95
techniques to alert Blue Moon beer fans as used their phones for proximity searches on
to where it could be purchased? information like local weather?
A) Geo-social based services A) 33%
B) Geo-fencing B) 50%
C) E9-1-1 C) 75%
D) Geo-search D) 95%
14. The newest and fastest growing segment of location- 21. Which analytics tool did Fairmont Hotel use to Google
the digital marketing universe is: based measure the effectiveness of its online Analytics
A) Twitter marketing. mobile marketing and advertising?
B) location-based mobile marketing. marketing. A) WebTrends
C) Pinterest marketing. B) IBM Digital Analytics
D) Facebook marketing. C) Google Analytics
D) A custom Hadoop solution
15. The number of people exposed to pins is a Fan
measure of which of the following? Acquisition 22. Which children's Web site was fined $3 million Emily's
A) engagement in 2011 for collecting and sharing children's Dress Up
B) community personal information without consent of their
C) brand strength parents?
D) fan acquisition A) Disney's Playdom
B) Emily's Dress Up
16. The ratio of impressions to fans is a measure Fan
C) Nick Jr.
of: Acquisition
D) NeoPets
A) engagement.
B) amplification. 23. Which of the following accounts for the most Search
C) community. mobile ad spending? engine
D) fan acquisition. A) display ads advertising
B) search engine advertising
17. The second most popular social network in Tumblr.
C) video ads
terms of average minutes per visitor is:
D) SMS text messages
A) Google+.
B) Pinterest. 24. Which of the following are features of both Hashtags
C) LinkedIn. Pinterest and Twitter?
D) Tumblr. A) tweets
B) hashtags
18. SMS to friends, notifying friends of your Amplification
C) pins
location, and sharing offers with friends are
D) Image Hover widget
ways to measure:
A) fan acquisition. 25. Which of the following do Facebook users News
B) engagement. spend the most time on? Feed
C) community. A) News Feed
D) amplification. B) Photos
C) Profiles
19. Surveys have found that the least influential Social
D) Graph Search
online marketing format for driving Networks
consumers to purchase is: 26. Which of the following dominates mobile Google
A) the retailer's Web site. advertising?
B) display ad campaigns. A) Facebook
C) social networks. B) Apple
D) e-mail campaigns. C) Twitter
D) Google
27. Which of the following earns the most Google 32. Which of the following is not By 2015, it is estimated that
location-based marketing revenue? true about mobile marketing? spending on social
A) Twitter A) Mobile marketing is the marketing will exceed the
B) Apple fastest growing form of amount spent on mobile
C) Facebook online marketing. marketing.
D) Google B) Mobile marketing is
growing at around 50% a year.
28. Which of the following involves a coupon or Lead
C) A substantial part of
other promotional offer that appears in users' Generation
mobile marketing should be
Twitter timeline? Card
counted as social marketing.
A) Promoted Tweet
D) By 2015, it is estimated that
B) Promoted Trend
spending on social marketing
C) Promoted Account
will exceed the amount spent
D) Lead Generation Card
on mobile marketing.
29. Which of the following is an online service Curalate
33. Which of the following is not In 2013, marketers will
specifically aimed at measuring the impact of
true about social marketing? spend almost twice as
Pinterest and other visual social media?
A) In 2013, marketers will much on social marketing
A) TweetDeck
spend almost twice as much as they do on mobile
B) Curalate
on social marketing as they marketing.
C) Amplify
do on mobile marketing.
D) Webtrends
B) Social marketing is growing
30. Which of the following is another term for Reach at around 30% a year.
amplification? C) By 2015, it is estimated that
A) impressions social marketing spending will
B) reach be just over $6 billion dollars.
C) conversation rate D) More than 25% of
D) conversion ratio Facebook visits originate from
31. Which of the following is a real-time feed Ticker a mobile device
showing a friend's activities, chats, and music 34. Which of the following is the Fan Acquisition
listening on Facebook? first step in the social
A) News Feed marketing process?
B) Timeline A) community
C) Ticker B) amplification
D) Social Graph C) fan acquisition
D) engagement
35. Which of the following is the Facebook
leading display ad site on
mobile devices?
A) Facebook
B) Yahoo
C) Google
D) Twitter
36. Which of the following is the most Entertainment 41. Which of the following It relies on Google to
popular use for mobile devices? statements about Graph Search supplement its search
A) shopping is not true? results.
B) socializing A) It relies on Google to
C) entertainment supplement its search results.
D) performing tasks, such as finances B) It is a semantic search
engine.
37. Which of the following most helped establishing
C) It is a social search engine.
Dagny Aslin of customer needs
D) It includes photos
ExchangeHunterJumper.com in and habits as the
establishing her brand in the niche top priority in all 42. Which of the following Pinterest users are
area of selling high-end competition marketing statements about Pinterest is overwhelmingly female.
horses? decisions not true?
A) integrating online and offline A) Pinned photos and photo
marketing techniques to establish a boards are available to all
consistent brand Pinterest users.
B) adapting marketing techniques to B) Pinterest users are
keep up with new Internet overwhelmingly female.
technologies C) Pinterest enables users to
C) valuing quality over quantity at each integrate their pins into their
stage in the Web site development Facebook News Feeds and
process Twitter streams.
D) establishing customer needs and D) About 30% of online adults
habits as the top priority in all use Pinterest
marketing decisions
43. Which of the following The number of
38. Which of the following provides Amplify statements about the use of smartphone users is still
marketers with a real-time digital tablets is not true? growing faster than the
dashboard so they can see tweet A) About 50% of the American number of tablet users.
activity about a TV show, commercial, Internet population now uses
or brand? tablets.
A) Enhanced Profile Pages B) The number of smartphone
B) Amplify users is still growing faster than
C) Lead Generation Cards the number of tablet users.
D) Promoted Accounts C) The growth rate of tablet
users is expected to slow by
39. Which of the following purchased Yahoo
2015.
Tumblr in May 2013?
D) Tablets are the largest
A) Facebook
source of mobile commerce
B) Yahoo
revenues.
C) Google
D) Twitter 44. Which of the following Desktop search revenues
statements is not true? are increasing for Google.
40. Which of the following statements -CAN-SPAM
A) Desktop search revenues are
about CAN-SPAM is not true? prohibits
increasing for Google.
-CAN-SPAM went into effect in unsolicited e-mail
B) Mobile ads account for only
January 2004. (spam).
16% of Google's overall ad
-CAN-SPAM prohibits unsolicited e-
revenue.
mail (spam).
C) Mobile search ads generate
-CAN-SPAM prohibits the use of
about $8 billion a year for
deceptive subject lines and false
Google.
headers.
D) Google charges more for
-Large spammers are among CAN-
desktop ads than it charges for
SPAM's biggest supporters.
mobile ads.
45. Which of the following statements is not true? Women are more active purchasers on
A) Mobile shoppers and buyers are more affluent than the online population in smartphones than men.
general.
B) Men are more likely than women to buy digital content with a mobile device.
C) Women are more active purchasers on smartphones than men.
D) Younger consumers are more likely to research products and prices on mobile
devices than older consumers.
46. Which social marketing proved the most effective for Facebook
ExchangeHunterJumper.com?
A) Facebook
B) YouTube
C) Pinterest
D) Instagram
47. Which type of apps account for the most user time? game and entertainment apps
A) social network apps
B) brand apps
C) game and entertainment apps
D) search apps
48. Your Facebook News Feed includes all of the following except: Tweets
A) status updates.
B) app activity.
C) Likes.
D) tweets.