70) ________ percent of Pinterest users are women.
A) 81
B) 74
C) 67
D) 61
71) Search engine listings that are the result of “spiders,” powerful programs that crawl around
the Web and analyze sites for keywords links, and other data are ________ listings.
A) wikis or Web 2.0
B) widgets or organic
C) mashups or natural
D) natural or organic
72) An effective search engine optimization (SEO) strategy can be maintained through
________.
A) natural, or organic, listings
B) paid or sponsored listings
C) paid inclusions
D) All of the above
73) A situation that occurs when a company pays for clicks that are generated by someone with
no interest in or intent to purchase its products or services is called ________.
A) paid inclusion
B) unpaid inclusion
C) click fraud
D) an unnatural listing
74) When creating a Web site, the goal is to create a design ________.
A) in which customers “see themselves” when they visit
B) that is flashy
C) in which customers cannot relate
D) that is inclusive of everyone in most every situation
75) A company that pays a search engine for the right to submit either selected pages or the
entire content of the Web site is referred to as ________.
A) click fraud
B) web analytics
C) paid or sponsored listings
D) Really Simple Syndication (RSS)
76) All of the following are effective ways to encourage customers to return to a site except
________.
A) offer “frequent buyer” programs
B) clearly state prices and shipping charges
C) advertise with “pop-ups”
D) provide a search function
77) A key aspect of an online strategy is to create it with the target audience in mind.
78) Before your Web site can become the foundation of a successful e-business, you must create
it with your target audience in mind.
79) For some businesses, e-mail takes a very low priority.
80) Establishing a policy of responding to all customer e-mails within 24 hours and sending
customers order and shipping confirmations and “thank you for your order” e-mails are not very
important to enhancing online customer service.
81) Flash always makes a Web site better.
82) Web-based companies should not be concerned with supply-chain management, warehouses,
or typical customer service policies.
83) Although e-tailers avoid the major problems that managing inventory presents, they lose
control over delivery times and service quality.
84) The greatest opportunities for e-commerce lie in the retail sector.
85) An important factor of e-commerce is speed.
86) It is better to avoid delays in going online by simply getting your site up and running, and
then fixing it, tweaking it, and updating it to meet changing customer demands, rather than
taking so much time trying to create the perfect online store at first attempt – try it, learn from it,
and then fix it.
87) The goals of e-commerce are not different from traditional offline businesses — to increase
sales, improve efficiency, and boost profits by serving customers better.
88) Launching an e-business is very different from launching a traditional off-line company.
89) The typical Internet user now spends more time on the Internet than watching television.
90) How a company integrates the Web into its overall business strategy is a major factor in
determining how successful it ultimately will become.
91) Rather than try to compete head-to-head with the dominant players on the Web who have
almost unlimited resources and recognition, entrepreneurs should consider focusing on serving a
market niche.
92) A marketing niche can be defined by customer profile, product, product usage, and many
other ways.
93) Before launching into the design of their Web sites, entrepreneurs must develop a clear
picture of their target customers.
94) A method of increasing customer loyalty and establishing better relationships is to develop a
community of customers with similar interests who can use chat rooms, message boards, guest
books, etc.
95) You should never offer your customers “freebies” unless they are truly valuable and
expensive, otherwise you will earn a negative reputation among your customers.
96) Most customers welcome well-constructed permission e-mail that directs them to a
company’s site for information or special deals however, they usually do not appreciate spam.
97) One of the simplest ways to establish credibility with customers is to use brand names they
know and trust.
98) A method small businesses might use to achieve more of the brand and name recognition that
larger, more established companies have is to form strategic alliances with bigger companies.
99) Almost 75 percent of Internet users live within the United States.
100) YouTube has about a 100 million users worldwide.
101) YouTube users worldwide watch 3.25 billion hours of video each month.
102) Many small businesses drive traffic to their Web sites by using their Web sites as a “hub”
supported by the “spokes” of social media.
103) Social media is sales media.
104) An effective search engine optimization (SEO) strategy must recognize the three basic
types of search engine results — natural or organic listings, paid or sponsored listings, and paid
inclusion.
105) Paid or sponsored listings are long, heavy-text advertisements with links to the sponsoring
company’s Web site that appear on the results page of a search engine when the user types in a
keyword or phrase.
106) Identify the guidelines for building a successful Web strategy for a small e-company.
Mini-Case 10-1: Marketing a Nonprofit – Virtual Opportunities
New Wave Chance Youth Club is a local youth organization supported solely by the donations
of individuals and the local church community. Its co-founders, Valerie and Kristen, are
considering launching a Web site to promote upcoming events and raise money for a new gym.
Their good friend Paul has volunteered to develop a Web site, which they feel will help promote
their efforts.
107) The building fund manager, Mr. Grover, has been overwhelmed by the generosity of the
community and numerous requests to donate supplies. Describe how the Web site may be able to
help him organize the donation requests and determine the type and quality of the building
supplies needed?
108) Perhaps the best domain name is one that ________.
A) customers can easily guess if they know the company’s name
B) is complex to stop competitors from copying it
C) sounds very much like a larger competitor’s name
D) does not use the company’s initials
109) The ideal domain name should be ________.
A) short
B) memorable
C) easy to spell
D) All of the above
110) To launch a successful Web site, business owners should consider ________.
A) a simple design that is easy to navigate
B) that to stand out on the Web, the site really has to sparkle
C) all the “bells” and “whistles” technology can provide
D) that flash makes a Web site better
111) Responsible online merchants should make sure shipping and handling charges are
________.
A) reasonable
B) displayed early in the buying process
C) easy to find
D) All of the above
112) A successful Web site should include all of the following characteristics except ________.
A) a FAQ section
B) continuous automated music that cannot be cut off
C) updated and timely information
D) readable font sizes
113) The pages on which visitors land after they click on a sponsored link in a search engine, e-
mail ad, or online ad are referred to as ________ page(s).
A) landing
B) the home
C) the transition
D) the search
114) Popular social media tools for small businesses include ________.
A) social networking
B) online videos
C) Webcasts
D) All the above
115) One of the most valuable benefits of giving customers a reason to return to your site is that
it can be an effective tool to ________.
A) deter competitive action
B) increase traffic
C) build customer loyalty
D) establish online habits
116) The purchase funnel identifies ways to improve the online shopping experience. The
process begins with ________ and ends with ________.
A) promoting an online presence; a streamlined checkout process
B) making the site easy to find; a streamlined checkout process
C) promoting the URL; a purchase
D) creating customer confidence; the payment process
117) The more innovative your domain and name, the better.
118) Establishing hyperlinks with different product types will ensure you cover a variety of
different customers and give customers what they want.
119) The better Web sites avoid clutter, include a menu bar for easier navigation, include a FAQ
section, and are careful about typos, formatting, font sizes, and colors.
120) Responsible online merchants should keep shipping and handling charges reasonable, but
do not need to show them early in the check-out process.
121) Identify and briefly explain five of the design characteristics that contribute to a successful
Web site.
122) What does it mean to create a “simple” Web site? Identify a Web site that you feel meets
this requirement and discuss why you selected it.
Mini-Case 10-1: Marketing a Nonprofit – Virtual Opportunities
New Wave Chance Youth Club is a local youth organization supported solely by the donations
of individuals and the local church community. Its co-founders, Valerie and Kristen, are
considering launching a Web site to promote upcoming events and raise money for a new gym.
Their good friend Paul has volunteered to develop a Web site, which they feel will help promote
their efforts.
123) Which other type of activities should New Wave Chance implement to support the success
of the new Web site?
124) Tools that measure a Web site’s ability to attract customers, generate sales, and keep
customers coming back are ________.
A) Web analytics
B) recency
C) cost per acquisition tools
D) conversion tools
125) The number of visitors to a company’s Web site who view a single page and leave without
viewing other pages is referred to as the ________.
A) stickiness of the site
B) click-stream
C) conversion ratio
D) bounce rate
126) A measurement of the cost a company incurs to generate each purchase or customer
registration is the ________.
A) cost per acquisition (CPA)
B) bounce rate
C) conversion ratio
D) browser-to-buy ratio
127) The percentage of shoppers who place at least one item in a shopping cart but never
complete the transaction is called the ________.
A) bounce rate
B) cart abandonment rate
C) conversion rate
D) cost per acquisition
128) Google, the most popular search engine has ________ percent of all searches.
A) 91
B) 85
C) 64
D) 55
129) The top three search engines — Google, Bing, and Yahoo — account for nearly 60 percent
of the searches in the United States.
130) The bounce rate measures the percentage of shoppers who place at least one item in a
shopping cart but never complete the transaction.
131) The conversion rate measures the proportion of visitors to a site who actually make a
purchase.
132) Web analytics are a variety of tools that measure a Web site’s ability to attract customers,
generate sales, and keep customers coming back.
133) To minimize the likelihood of invasion by hackers, e-commerce companies rely on several
tools, including ________.
A) virus detection software
B) intrusion detection software
C) firewalls
D) All of the above
134) Which of the following is a security software that can trace a hacker’s location?
A) Virus detection software
B) Intrusion detection software
C) A firewall
D) A viral site
135) A combination of hardware and software that allows employees to have access to the
Internet but keeps unauthorized users from entering the company’s network is called ________.
A) virus detection software
B) intrusion detection software
C) a firewall
D) Web protection
136) Web sites have two conflicting goals regarding security. The first is to establish a presence
on the Web so that customers from across the globe can have access to its site, and the second
goal is to ________.
A) maintain a database system of customer information and preferences
B) have a system in place to prosecute hackers
C) maintain a high level of security so that the business, its site, and the information it collects
are safe from hackers and intruders intent on doing harm
D) develop an in-house payment processing system
137) A valuable method of preventing online fraud is to ________.
A) ask customers for their card verification value
B) not accept credit cards
C) run background checks on customers
D) All of the above
138) The most common problem is the online transactions that customers dispute, referred to as
________.
A) acts of fraud
B) chargebacks
C) torts
D) recency
139) Virus detection software, intrusion detection software, and a firewall are tools that
minimize the likelihood of invasion by hackers and eliminate your responsibility for damages
they inflict.
140) Intrusion detection software scan computer drives for viruses designed to harm computers
and the information they contain.
141) An important way to prevent online credit card fraud is to ask customers not only for their
card number and expiration date, but also for the three-digit number above the signature panel on
the back of the credit card – the card verification value.
142) Click-through rate measures the proportion of people who see an online ad and actually
click on it to reach the company’s Web site.