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46) An example of the market creator business model is eBay, a C2C auction site.
47) An example of the portal business model is Facebook.
48) Web personalization is used primarily as a major marketing tool.
49) Podcasting allows subscribers to listen to live, streaming radio and other audio content.
50) In the affiliate revenue model, firms derive revenue by selling information or services
through partner e-commerce sites.
51) List and describe at least five different Internet business models. Which of these models do
you think would be the most risky for a startup business today? Support your answer.
52) List and describe the three main categories of electronic commerce. Which do you think is
ultimately the most valuable to the individual consumer? Support your answer.
53) What methods could a portal use to generate revenue? Which do you think might be most
successful, and why?
54) You are consulting for Lucky's, a chain of gas stations. What types of e-commerce
opportunities, if any, are relevant to Lucky's? Could Lucky's make use of any Internet business
models for this opportunity?
55) ________ describes the concept that a large group of people is better at making good
decisions than a single person.
A) The wisdom of crowds
B) Outsourcing
C) Crowdsourcing
D) Social graphing
E) Social search
56) Netflix's public announcement of a reward for a technology solution to its movie
recommendation system is an example of
A) prediction markets.
B) behavioral targeting.
C) long-tail marketing.
D) social shopping.
E) crowdsourcing.
57) Exposing an individual to ads that are chosen and based on the recorded and analyzed online
behavior of the individual is referred to as
A) clickstream advertising.
B) behavioral targeting.
C) online profiling.
D) long tail marketing.
E) crowdsourcing.
58) Which of the following best describes the digital social graph?
A) a person's direct and indirect relationships
B) all of a person's closest digital relationships
C) a mapping of all online social relationships
D) all of the online and offline relationships a person has
E) all of the relationships in an online community
59) Which of the following marketing formats is sales oriented, rather than branding oriented or
a mix?
A) lead generation
B) search engine
C) rich media
D) display ads
E) video
60) Which of the following social commerce features allows social network sites to gather and
distribute to others information about which products a user likes and dislikes?
A) social sign-on
B) collaborative shopping
C) network notification
D) social search
E) newsfeed
61) Which of the following is a marketing format that uses banner ads and pop-ups with
interactive features?
A) search engine ads
B) video ads
C) rich media ads
D) e-mail ads
E) display ads
62) The Internet enables ________ marketing, by leveraging the fact that there is always some
demand, however small, for a product.
A) long-tail
B) behavioral
C) crowdsource
D) prediction
E) lead generation
63) ________ is a peer-to-peer market in which participants bet on the outcomes of current
events, business, or social trends.
A) Crowdsourcing
B) A net marketplace
C) A prediction market
D) A futures auction
E) A private exchange
64) What is the difference between personalization and customization, as applied to e-commerce
technologies?
A) Customization is any type of adjustment made to a product by the user; personalization refers
to a business changing a product or service for the user.
B) Personalization is any type of adjustment made to a product by the user; customization refers
to a business changing a product or service for the user.
C) Customization refers to adjusting marketing messages for a consumer; personalization refers
to adjusting a product or service based on a user's preferences.
D) Personalization refers to adjusting marketing messages for a consumer; customization refers
to adjusting a product or service based on a user's preferences.
E) There is no difference, both terms refer to changing a product or communication for the
consumer.
65) Rich media advertisements are a sales-oriented marketing format.
66) Behavioral targeting occurs at two levels: individual Web sites and through ISPs.
67) Advertising networks track a user's behavior at thousands of Web sites.
68) Viral marketing is like traditional word-of-mouth marketing except that it is spread via
online communities.
69) The behavioral targeting of ads results in consumers responding ten times more frequently
than when delivered ads randomly.
70) Describe the use of personalization and customization in e-commerce. What business value
do these techniques have?
71) You have been hired as a marketing consultant by a law firm in Los Angeles that specializes
in juvenile justice. What ways can you use the Internet as a marketing tool and to advertise the
firm's services?
72) Web site tracking software can log the path a customer took through the Web site, the time
spent on the site, and what geographic area, in general, the customer is from, all of which can
help in customer analysis. It can also log the customer's operating system and which browser the
customer is using. How could these last two data items be of interest to a company? Give
examples.
73) All of the following are activities related to establishing a Web presence except for
A) search.
B) affiliates.
C) apps.
D) newsletters.
E) display.
74) EDI is
A) the use of Internet technologies for electronic data transactions.
B) the exchange between two organizations of standard transactions through a network.
C) electronic data invoicing.
D) electronic delivery infrastructure.
E) slowly becoming the norm for B2B communications.
75) The process of sourcing goods and materials, negotiating with suppliers, paying for goods,
and making delivery arrangements is called
A) e-procurement.
B) SCM.
C) procurement.
D) sourcing.
E) production.
76) A secure Web site that links a large firm to its suppliers and other key business partners is
called a(n)
A) e-hub.
B) marketspace.
C) exchange.
D) private industrial network.
E) net marketplace.
77) Net marketplaces
A) focus on continuous business process coordination between companies for supply chain
management.
B) are industry owned or operate as independent intermediaries between buyers and sellers.
C) are geared towards short-term spot purchasing.
D) are more relationship oriented than private industrial networks.
E) typically consist of a large firm linking to its suppliers and partners.
78) A third-party Net marketplace that connects many buyers and suppliers for spot purchasing is
called a(n)
A) exchange.
B) vertical market.
C) private exchange.
D) e-hub.
E) private industrial network.
79) Goods that are involved in the actual production process are referred to as
A) raw materials.
B) direct goods.
C) purchasing goods.
D) indirect goods.
E) products.
80) Which of the following statements about m-commerce is not true?
A) In 2014, m-commerce represented about 19 percent of all e-commerce.
B) M-commerce is the fastest growing form of e-commerce.
C) In 2014, mobile advertising is up over 80% from the previous year.
D) Fifty-five percent of online retailers have m-commerce Web sites.
E) In 2014, the main areas of growth are in online banking and location-based services.
81) EDI standards that take advantage of network communications have yet to be fully
implemented at the industry level.
82) Net marketplaces may either support contractual purchasing based on long-term relationships
with designated suppliers or short-term spot purchasing.
83) Exchanges have become one of the most popular types of Net marketplace because they
encourage competitive bidding that drives prices down.
84) Indirect goods are not involved firsthand in the production process.
85) A new social mobile app you are developing allows users to find friends who are logged in
and within a 10-mile radius. This would be categorized as a ________ service.
A) geosocial
B) geoinformation
C) geoadvertising
D) geomapping
E) geolocating
86) Geoadvertising sends ads to users based on their
A) GPS locations.
B) home addresses.
C) shopping preferences.
D) web site behaviors.
E) Google Maps settings.
87) Define location-based services and describe the main categories of these services. Which of
the categories do you feel has the most potential in terms of e-commerce revenues, and why?
88) Which of the following is a milestone for the Web site development phase of building an e-
commerce presence?
A) Web mission statement
B) social media plan
C) Web site plan
D) Web presence map
E) functional Web site
89) In planning a robust e-commerce presence, you will want to consider the blog platform as
part of your ________ presence.
A) social media
B) e-mail
C) community
D) Web site
E) offline media
90) Which of the following is not one of four types of presence to be considered when building
an E-commerce presence?
A) offline media
B) Web sites
C) social media
D) corporate
E) e-mail
