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66) Which of the following characteristics of the Web deals with stimulating a consumer's
senses?
A) functional convenience
B) cost compliance
C) representational delight
D) structural firmness
E) disintermediation capacity
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
67) Which of the following explains Web analytics?
A) conducting online marketing research to improve product quality
B) analyzing Web sites in order to find the best one in a category
C) tracking all online purchasers to try and increase their frequency of visit to a particular Web
site
D) analyzing Web surfers' behavior in order to improve Web site performance
E) analyzing Web sites in order to find the best online business practices
Difficulty: Moderate
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
68) A way to ensure that a company's site is on the first page users see when looking for a
specific term is using ________ advertising.
A) stealth
B) viral
C) buzz
D) search
E) affiliate
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
21
69) Companies use ________ in an attempt to move up their Web sites in the organic search
engine results.
A) search engine image protection
B) search engine optimization
C) search engine keyword insertion
D) search-oriented architecture
E) domain stacking
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
70) If a company's Web site is in the sponsored list of a search engine, the search engine receives
revenue on a ________ basis.
A) pay-per-click
B) pay-per-sale
C) click-through
D) pay-per-conversion
E) click-per-visit
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
71) A recent trend in display advertising has been ________ advertising, where the ads placed on
a page are in some way related to the content of that page.
A) contextual
B) buzz
C) viral
D) affiliate
E) stealth
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
22
72) The performance of a pay-per-click advertising model can be assessed by ________, which
reflects the percentage of visitors who actually perform the marketer's desired action such as
making a purchase.
A) click fraud rate
B) contextual search rate
C) pop-up rate
D) click-through rate
E) conversion rate
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
73) In the context of pay-per-click models, inflating the revenue to a host or increasing costs for
the advertiser by repeatedly clicking on a link is called ________ fraud.
A) link
B) affiliate
C) click
D) conversion
E) disintermediation
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
74) Under the ________ pricing model, the firm running the advertisement pays only when a
Web surfer actually clicks on the advertisement.
A) pay-per-refresh
B) pay-per-sale
C) pay-per-click
D) pay-per-conversion
E) click-per-visit
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
23
75) Click-through rate reflects ________.
A) the ratio of surfers who visit a Web site divided by the number of surfers who clicked on an
ad
B) the ratio of surfers who click on an ad divided by the number of times it was displayed
C) the percentage of visitors who actually perform the marketer's desired action
D) the ratio of surfers who click on an ad divided by the number of people who make a purchase
E) the ratio of surfers who visit a Web site divided by the number of people who make a
purchase
Difficulty: Moderate
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
76) How can the effectiveness of e-mail advertising campaigns be measured directly?
A) by reflecting the percentage of visitors who actually perform the marketer's desired action
B) by reflecting the number of surfers who click on an ad divided by the number of times it was
displayed
C) by creating use cases and business models to determine the ratio of the opened mails to the
sent mails
D) by conducting online polls, starting online forums, and collecting user feedbacks
E) by including special links in the e-mail that allow tracking which e-mails the customers have
opened or reacted to
Difficulty: Moderate
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
77) The structural firmness for the login page of an online banking site need not be emphasized
to the user.
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
78) For Web sites to be successful, structural firmness is a must.
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
24
79) One drawback of pay-per-click models is the possibility of abuse by repeatedly clicking on a
link to inflate revenue to the host or increase the costs for the advertiser.
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
80) What are the features that are to be provided to make a Web site functionally convenient?
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
81) Explain social media marketing with an example.
Difficulty: Moderate
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
25
82) How can a consumer's need for representational delight be fulfilled while designing a Web
site?
Difficulty: Easy
Learning Obj.: 4.3: Understand the keys to successful electronic commerce Web sites, and
explain the different forms of Internet marketing.
Classification: Concept
83) Identify a key driver for m-commerce.
A) location-based services
B) economic conditions
C) Web-based applications
D) crowdsourcing
E) offshoring
Difficulty: Easy
Learning Obj.: 4.4: Describe mobile commerce, consumer-to-consumer electronic commerce,
and consumer-to-business electronic commerce.
Classification: Concept
84) In the context of GPS-enabled location-based services, the ability to determine the basic
geographic position of a cell phone is an example of ________ service.
A) location
B) mapping
C) navigation
D) tracking
E) reintegration
Difficulty: Moderate
Learning Obj.: 4.4: Describe mobile commerce, consumer-to-consumer electronic commerce,
and consumer-to-business electronic commerce.
Classification: Concept
26
