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Indicate whether the statement is true or false.
1. Encryption is the process of encoding data for security purposes.
a. True
b. False
2. The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at
the site.
a. True
b. False
3. Business-to-business transactions typically involve more steps than consumer purchases.
a. True
b. False
4. Companies that display TRUSTe logo on their websites need not disclose to consumers how they collect
personal data and what they do with that information.
a. True
b. False
5. Phishing involves the use of authentic-looking email or pop-up messages to get unsuspecting victims to
reveal personal information.
a. True
b. False
6. Steak N’ Shake could engage in interactive marketing by creating a mobile app to remind customers about the
new Half-Price Happy Hour milkshake special.
a. True
b. False
7. Integrated marketing refers to the ability to provide a product at the exact time needed.
a. True
b. False
8. Some of the most significant challenges facing e-business today involve the security of online monetary
transactions and the protection of consumer privacy.
a. True
b. False
9. Conflicts among producers, wholesalers, and retailers are called channel conflicts.
a. True
b. False
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10. B2B transactions refer to the use of the Internet for business transactions between organizations.
a. True
b. False
11. Businesses can efficiently collaborate with vendors, partners, and customers through intranets.
a. True
b. False
12. A private exchange is a secure website at which a company and its suppliers share all types of data related to
e-marketing, from product design through order delivery.
a. True
b. False
13. Many e-commerce retailers employ personalization on their websites, meaning they tailor the shopping
experience to each individual customer.
a. True
b. False
14. To be successful at e-business, firms must establish and maintain competitive standards for customer
service.
a. True
b. False
15. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-
and-mortar store.
a. True
b. False
16. Phishing is a type of credit card/payment fraud .
a. True
b. False
17. Personalization is defined as a consumer’s ability to order a custom-made product through an e-commerce
website.
a. True
b. False
18. The analytics used to evaluate the effectiveness of an e-commerce site can be challenging to determine
because they all require sophisticated math equations.
a. True
b. False
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19. If a website is rated high based on its engagement, it implies that a large number of visitors purchase
products from that website.
a. True
b. False
20. Amazon.com maintains a record of each customer’s purchases and makes recommendations based on
purchase behavior whenever the customer logs in for the next purchase. This is an example of the interactive
marketing capability of e-business.
a. True
b. False
21. A women’s fashion website recommends coordinating shoes and accessories whenever a customer selects an
item of clothing, which is an example of a business offering personalized service to their online customers.
a. True
b. False
22. The majority of e-business activities are business-to-consumer transactions.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
23. A basic measurement of a website’s effectiveness is the conversion rate, which is the:
a. number of people who, having previously visited the site, return to it for additional visits.
b. proportion of visitors who mark the website as a favorite.
c. percentage of people presented with a banner ad who click on it.
d. percentage of website visitors who make purchases.
24. Which of the following measures, when adopted, will help an online retailer to build customers’ trust?
a. Using third-party cookies issued by Web servers
b. Use of behavioral targeting to research customer preferences
c. Installing spyware on Web browsers
d. Prominently displaying a privacy policy
25. You own an e-commerce site that sells skis and related winter sports gear. You gather your team of six
employees and ask them to brainstorm ideas for improving engagement on your website. They come up with a
bunch of great ideas, and all of which you decide to try EXCEPT:
a. including exciting video footage of skiers.
b. posting customer testimonials and reviews.
c. sponsor a giveaway for in-person ski lessons .
d. adding how-to-ski video tutorials.
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26. Generally speaking, a successful website is one that attracts a ____ number of visitors who convert into a
____ number of paying customers.
a. high; significant
b. low; significant
c. high; modest
d. low; modest
27. You’ve noticed that a significant number of your website’s customers—36.2%—abandon their shopping carts
at the first stage of the checkout process, which asks them to create or sign in to their account. What’s the best
thing you could do resolve this particular problem in the checkout process?
a. Allow people to check out as guests
b. Design the checkout form to auto-populate account info for repeat customers
c. Offer free shipping on orders over $100
d. Describe your secure server with SSL encryption
28. When web designers talk about “white space,” they’re referring to:
a. using a white background.
b. eliminating the text from the pages.
c. uncluttered pages with open spaces.
d. a well-known web hosting service.
29. Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program, playing basketball
and soccer. He has been a loyal customer of Eastbay.com and when he signs in to his account, Eastbay offers
suggestions on new products that Zach might like based upon his purchasing history. The ability of the
Eastbay.com web store to offer product suggestions based on Zach’s purchasing history is known as the
_______ benefit of B2C e-marketing.
a. personalized service
b. convenience
c. competitive pricing
d. shopbots
30. Fred purchased six paperbacks from books2u.com three months back. This week, when he logged on to
books2u.com, the home page had his name and recommended six new books on his favorite topics. This is an
example of:
a. information leak.
b. breach of privacy.
c. geotargeting.
d. personalized marketing.
31. Oak Grove Vineyards recently set up an e-commerce site to sell monthly wine club subscriptions to its
award-winning collection of California wines. The company knows that it will earn $70 in profit in just the first
month that each customer subscribes. The marketing manager is using Google Ads to promote the new service,
and she has calculated that the conversion cost for her current Google Ad is about $45 per subscriber. What
does this data tell her?
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a. The ad campaign is profitable as is.
b. She should discontinue the ad campaign because it’s not profitable.
c. If she could find a way to decrease the conversion cost, she could make the campaign profitable.
d. She needs to figure out how to increase the profit per subscriber.
32. HGTV, the popular home decor and remodeling channel, holds an annual contest for a new house. To enter
the contest, viewers must go to the network’s website, where they are encouraged to subscribe to e-newsletters
produced by HGTV and its major sponsors. HGTV is successfully utilizing:
a. personalization.
b. right-time marketing.
c. integrated marketing.
d. global reach.
33. Prisha knows that there have been 12,168 unique visitors on her e-commerce site, but she needs to know
how many of them made purchases so she can determine:
a. the number of page views.
b. engagement.
c. the conversion rate.
d. the click-through rate.
34. By enabling the coordination of all promotional activities to produce a unified, customer-focused
promotional message, e-marketing helps reach consumers through:
a. personalization.
b. interactive marketing.
c. mass marketing.
d. integrated marketing.
35. At McDonald’s corporate headquarters, your job is to make sure that communications flow smoothly
between the corporation and all of the individually owned McDonald’s franchises around the world. To keep
everyone equally well informed about products, policies, and promotional campaigns, you decide to set up a(n):
a. intranet.
b. corporate website.
c. social media account.
d. private exchange.
36. Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the top
restaurants in the city. She accesses the OpenTable application on her smartphone and reviews several
restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one
of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation
for dinner?
a. right-time marketing
b. global reach
c. personalization
d. integrated marketing
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37. Dr. Patty Iris, a well-known psychologist, has developed a new online program that helps people stop
smoking. To promote it, she has placed ads on social media that drive people to a landing page, where they are
invited to sign up (submit their names and email addresses) in order to watch a free video sample of the
program. Although she’s used the same ad each time, she has designed and used several different variations of
the landing page, and now she’d like to know which combination worked best so she can continue to use it.
How would you recommend she calculate the conversion rate for her landing page?
a. Divide number of sign-ups by number of visitors to the landing page
b. Divide number of ad clicks by number of ad impressions
c. Divide number of ad clicks by number of visitors to the landing page
d. Divide number of sign-ups by the number of ad clicks
38. Miranda Vasquez is a nationally known real-estate expert who teaches workshops on how to use social
media to buy and sell houses. About two weeks before each workshop, held in cities all across the country, she
uses social media to create buzz and promote these events. Miranda is making the most of:
a. personalization.
b. right-time marketing.
c. integrated marketing.
d. global reach.
39. There are several ways to assess the effectiveness of an e-commerce site. Which one of these is NOT one of
those ways?
a. Benchmark the site against the web site of the closest competitor
b. Measure number of unique visitors to the site
c. Track engagement or how much time visitors spend on the site and which pages they visit
d. Measure the click-through-rate (CTR), the percentage of users who click on an ad
e. Calculate the conversion rate, the percentage of website visitors who actually make a purchase
40. A private exchange is a secure website used by companies to:
a. improve the efficiency of their bidding and purchasing processes.
b. share all types of data related to e-business with its suppliers.
c. give financial information to its investors.
d. share information with the employees in different locations.
41. Six months ago, you calculated that your BeadsandBaubles.com conversion rate was 2.7% so you went
looking for ways to encourage more purchases. You sensed that some visitors left the site without making a
purchase because they felt overwhelmed by all the choices, inspiring you to introduce a new line of jewelry-
making kits. Which of the following sets of numbers would indicate that your conversion rate improved this
past month because of kit sales?
a. 27 purchases out of 1,000 unique visitors
b. 68 purchases out of 2,000 page views
c. 83 purchases out of 2,000 unique visitors
d. 98 purchases out of 4,000 page views
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42. Elle was very excited about her Instagram ad for her company’s newest handbag, but her click-through rate
in the first 24 hours was only 1.3%. Elle thought of four different ways she could modify her ad to improve her
CTR, which she tested simultaneously, also for 24 hours. Which idea generated the best results?
a. After changing the message, her ad impressions were 10,000 and her ad clicks were 160.
b. After changing the image, her ad impressions were 10,000 and her ad clicks were 230.
c. After changing the headline, her ad impressions were 8,000 and her ad clicks were 160.
d. After adjusting the characteristics of her target audience, her ad impressions were 20,000 and her ad
clicks were 200.
43. You have just bought a bowling alley, and you see a great opportunity to increase revenues by appealing to
teens. You’re going to use interactive marketing to launch your new “Tuesday Teen Night,” so you:
a. build a bowling app where teens can post their scores after each game.
b. add “how to bowl” videos to your website.
c. create a Facebook group where teens who like to bowl can chat with each other.
d. post coupons on your Facebook and Instagram feeds on Sundays and Mondays.
44. Adrienne runs an online bookkeeping and accounting service for small business owners. She advises all of
her clients to protect themselves from hackers by:
a. using different passwords for all of their accounts.
b. using variations of the same password for all of their accounts.
c. using personally meaningful passwords, such as birthdates and anniversaries.
d. avoiding the use of capital letters and numerals in their passwords.
45. Rebecca has been running a couple of campaigns on Pinterest to promote her company’s leggings for
women. Campaign A had a cost per click of $1.00 and a conversion rate of 5%. Campaign B had a cost per
click of $0.75 and a conversion rate of 10%. What does Rebecca conclude about the two campaigns?
a. Campaign A must be better because the conversion rate is lower.
b. Campaign B must be better because the conversion rate is higher.
c. Campaign A must be better because the conversion cost is higher.
d. Campaign B must be better because the conversion cost is lower.
46. When marketers deliver more relevant marketing messages to customers based on event triggers, they are
engaged in:
a. personalization.
b. interactive marketing.
c. integrated marketing.
d. right-time marketing.
47. Aisha makes and sells hand-tooled and embossed leather bracelets and belts through an Etsy site. The
analytics on her page show that just about one out of every three visitors makes a purchase. Her conversion rate
is close to:
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a. 0.30.
b. 0.33.
c. 3.00.
d. 3.10.
48. Which of the following is NOT a common scenario in a B2B transaction?
a. A graphic designer sharing ideas with a client electronically.
b. A wholesaler informing retailers about a new product by posting specs on a private website.
c. A large corporation announcing a new employment policy on the in-house blog.
d. An office supply retailer promoting products on an e-commerce site.
49. MindBodySpirit.com makes and sells clothing for yoga enthusiasts. As the company’s new marketing
manager, you’ve been asked to figure out how to increase the amount of revenue earned from each conversion.
You feel your best bet is to:
a. diversify the product offerings by including yoga mats and other yoga accessories.
b. sell other yoga clothing brands instead.
c. expand the size and color options for each product offered.
d. cut back on the number of products offered.
50. References to the Internet’s global reach have to do with its:
a. ability to eliminate the geographic limitations of local business.
b. capacity to overcome cultural barriers between nations.
c. power to insulate national economies from events occurring outside their borders.
d. ability to use a single language, English, to communicate with world markets.
51. TecMag is a technology firm that builds computer systems and other related components. TecMag sources
its raw materials from various manufacturing firms and is looking for an electronic communication system that
can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the
following types of systems would TecMag NOT consider using?
a. EDI
b. Extranet
c. Private exchange
d. Intranet
52. Online shopping has been influenced by the increased availability of _______________.
a. smartphones
b. blogging sites
c. digital signatures
d. consumer education
e. company websites
53. Kayla tells Dylan she’s thrilled that her new hair accessory website has had 3,426 page views in the last 30
days. Dylan informs her that a better measurement of potential revenue is:
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a. the number of unique visitors.
b. engagement.
c. the conversion rate.
d. the click-through rate.
54. A business development coach named Marcel Dubois has set up an online system for developing new leads
for his coaching business: Facebook ads are designed to attract people to his landing page, where they have to
be convinced to submit their names and email addresses in order to watch a free, 90-minute training video. In
each of the last four months, Marcel has tried a different variation of his landing page, and now he wants to
know which version performed the best. Based on your understanding of conversion rates, which month would
you say generated the best results?
a. March: 10,000 ad impressions, 250 click-throughs, and 50 sign-ups
b. April: 12,000 ad impressions, 300 click-throughs, and 75 sign-ups
c. May: 10,000 ad impressions, 300 click-throughs, and 100 sign-ups
d. June: 15,000 ad impressions, 600 click-throughs, and 100 sign-ups
55. Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing
personal information. The employees receive an email that appears to come from the Internal Revenue Service,
demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal
penalties. These employees are victims of:
a. phishing
b. doxing
c. blogging
d. vlogging
56. Your company is a direct competitor of Netflix, the online, movie-streaming service that allows viewers to
select a movie for viewing online whenever they want it. You noticed that not all of Netflix’s movies are
available for online viewing immediately. For many of their movies, the user has to request a DVD be mailed to
them. Your company intends to exploit this situation by making more movies available for immediate online
viewing by users. Which of the following e-marketing capabilities most closely describes what your company is
doing to exploit this opportunity?
a. Global reach
b. Personalization
c. Right-time marketing
d. Interactive marketing
e. Integrated marketing
57. You are head of operations for a pharmaceutical developer, and you’d like to be able to share information
with suppliers and pharmacists through your company’s website. However, the CEO of your firm does not
understand how it will work, and she’s deeply concerned that you’re going to start posting proprietary data
where competitors and consumers can see it. To meet everyone’s needs, your best solution is to use a(n):
a. EDI.
b. extranet.
c. blog.
d. intranet.
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58. The LifeguardStore.com is an Internet-based business serving customers by providing products that meet
their swim, lifeguard, or facility needs. The company offers a dedicated team of consultants to work with swim
teams across the globe to design and deliver apparel appropriate for their needs. Once designed, a dedicated
web portal is created, so members of the swim team can purchase their items directly from The
LifeguardStore.com. The ability to customize products for swim teams is an example of the _____ capability of
e-marketing.
a. personalization
b. global reach
c. right-time marketing
d. integrated marketing
59. Travel Time is an online travel site that assists customers in booking their vacations. They make advance
bookings for the customers, notify them about any reductions in air fares immediately if and when they arise,
and help them check the status of their bookings. This type of marketing strategy employed by Travel Time is
an example of:
a. right-time marketing.
b. integrated marketing.
c. search marketing.
d. real time marketing.
60. Best Health Labs is a company that provides medical diagnostics services. The company is focused on
providing rapid diagnostic and healthcare services based on the philosophy of high quality, low price, and
superior flexibility. The marketing team coordinates all its promotional activities to convey a unified message to
the customers regarding its philosophy of making medical diagnostics more affordable for people around the
world. The strategy of the marketing team at Best Health Labs is called _____.
a. right-time marketing
b. integrated marketing
c. interactive marketing
d. personalized marketing
61. You’re the marketing director of a large chain of sporting goods retail stores, and you’re working with your
company’s web designer to upgrade the company’s e-commerce site. She says there are a number of ways to
personalize the ordering process for customers whenever they select a product for purchase. Which way makes
the most sense to you?
a. Making recommendations of similarly priced products
b. Recommending products from the same brand
c. Showing what other customers in the same region have purchased
d. Recommending related products
62. The Metrics Group is a firm that helps companies improve the performance of their websites. The firm rates
the effectiveness of the website based on the percentage of website visitors making purchases through the site.
Which of the following measures is being used by the firm while assessing the effectiveness of the websites?
a. Click-through rate
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b. Brand awareness
c. Conversion rate
d. Customer engagement
63. Rigala.com is an online shopping store that sells a wide variety of products. The company saves the shipping
information of customers when they place orders to save time during future purchases. The company sends an
email to the customer after the purchase of the product and provides a tracking number that allows them to track
their order. All these strategies have helped the company to increase the sale of their products online. Which of
the following features of online shopping is attracting consumers to the website in the above scenario?
a. Access and convenience
b. Competitive pricing
c. Security
d. Personalized service
64. As an avid sports fan yourself, you’ve got a fantastic idea for an online business. Each customer will create a
profile identifying his or her favorite teams, and when those teams do well, your website will automatically
send an email to the customer promoting the teams’ gear and other memorabilia. You’ll be engaging in:
a. social welfare marketing.
b. interactive marketing.
c. integrated marketing.
d. search marketing.
65. As the marketing manager for Bancroft Cookware, you decided to introduce your company’s new line of
baking dishes with a pair of ads on Pinterest. Campaign A had a cost per click of $2.50 and a conversion rate of
5%. Campaign B had a cost per click of $2.10 and a conversion rate of 7%. How would you summarize your
analysis of the two ads’ performance?
a. Campaign A performed better because the conversion rate is lower and the conversion cost is higher.
b. Campaign B performed better because the conversion rate is higher and the conversion cost is lower.
c. Campaign A performed better because the cost per click is higher and the conversion cost is lower.
d. The two campaigns performed nearly equally well.
66. With the summer travel season on the horizon, you decided to run a social media ad for your luggage e-
commerce site. However, you’ve had relatively few click-throughs, and now the number of impressions has
dropped to zero. What’s your best course of action?
a. Change the image in the ad
b. Use more descriptive text in the ad
c. Invest more money in getting more impressions
d. Cancel the ad and analyze why it failed
67. Meredith spent about an hour picking out three items on a new cosmetics retail website. Only after she had
created a new account, entered her shipping address, and input her credit card information was she informed of
a $28-shipping charge, which she felt was excessive. Frustrated, she left the site. This is an example of a poor
_____.
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a. user experience
b. product offering
c. checkout process
d. conversion strategy
68. At Starbuck’s corporate headquarters, your job is to make sure that communications flow smoothly between
the main office and the thousands of Starbuck’s employees worldwide. To keep everyone equally well informed
about products, policies, and promotional campaigns, you decide to set up a(n):
a. intranet.
b. corporate website.
c. social media account.
d. private exchange.
69. Zhang Wei set up a Facebook ad for his mentor’s coaching business, which resulted in 100,000 ad
impressions and a 2% click-through rate. Not satisfied with his results, he has continued to tweak the ad’s
image, headline, and offer. Each time he’s tested a revision of the ad, he has had the same number of
impressions but has improved the number of clicks. Now he’s set a goal to achieve a 3.6% click-through rate
with the same number of impressions, so approximately how many clicks does he estimate he’ll need to get
from his newest ad?
a. 360
b. 3,600
c. 36,000
d. Impossible to determine
70. Earlier in the week, Henry’s boss asked him to set up the reverse logistics for their company’s e-commerce
site. Henry’s boss has just reviewed his work, and now she’s annoyed. She reprimands Henry for spending the
whole week on:
a. showing the instructions for returning a purchase.
b. displaying the company’s return policies.
c. inserting a link to preprinted return shipping labels.
d. creating a means of tracking orders from placement to delivery.
71. The Poppy Boutique website features designer clothes from exclusive European brands such as Prada, Louis
Vuitton, and Chanel. Poppy’s customers appreciate the ____ and the _____ when shopping on this site.
a. competitive prices; convenience
b. access to exclusive products; convenience
c. access to exclusive products; competitive prices
d. convenience; customization
72. The customers of a national bank recently received emails from a fake email address asking them to make a
phone call to a number mentioned in the email and provide information regarding their account numbers, recent
transactions, and online passwords. The email informed them that it was a check being conducted by the bank to
update their personal information. This is an example of:
a. phishing.
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b. search marketing.
c. vishing.
d. data mining.
73. You are head of supply chain management at a major manufacturing company. Over the last few months,
there have been some high-profile breakdowns in marketing and data coordination between your company and
different members of your supply chain. You are meeting with the company’s CEO to develop a strategy for
preventing these breakdowns going forward. The CEO has tasked you with developing an online means through
which your company can collaborate with its supply chain members more efficiently and effectively.
Which of following B2B tools would be most appropriate to address this issue?
a. EDI
b. A virtual private network
c. An extranet
d. An intranet
e. A private exchange
74. Consumers shopping on BargainSmartphones.com enjoy many benefits, but the main reason they prefer this
website over others is:
a. the ability to easily find the best deals.
b. the detailed product information and photos.
c. the recommendations based on previous purchases.
d. the ease of shopping without leaving home.
75. You’re the marketing manager for NancyKnits.com, which sells a broad selection of yarns, knitting patterns,
and accessories for knitters. The company’s owner, Nancy, has made a number of suggestions for improving the
website’s conversion rate. Which of her suggestions do you NOT plan to implement?
a. Expanding the site’s product offering
b. Writing better, more compelling descriptions of the products
c. Expanding the number of countries where you advertise
d. Offering discounts to customers who purchase more than $50 in merchandise
76. Luis is trying to convince his uncle to buy his next television online. Of all the benefits he mentions, the one
reason he does NOT mention is:
a. the ability to easily find the lowest priced products.
b. access to detailed information on the broadest selection of products.
c. easy access to a live salesperson if his uncle has any questions about the product .
d. the ease of shopping without leaving home.
77. Adecco Systems has a website service that allows the company to interact with its suppliers and share all
types of data related to e-marketing. This website can be regarded as:
a. a marketing website.
b. a private exchange.
c. a corporate website.
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d. an electronic storefront.
78. You work for a not-for-profit organization, and are not sure of the best way to assess the effectiveness of its website.
After researching the options, you settle on one that seems most appropriate in light of the organization’s goal — to
maximize time spent by visitors on its site.
What measurement metric did you choose?
a. Click-through rates
b. Conversion rates
c. Engagement
d. Enthusiasm
e. Comprehension
79. If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most likely
to create a serious _____:
a. ethical issue
b. channel conflict
c. profitability challenge
d. customer loyalty challenge
e. channel overlap
80. Your BargainSmartphones.com website just isn’t hitting the revenue targets you’d set at the beginning of the
year. When you surveyed your customers, you found that most of them only buy an average of one new phone
every two years. Your strategy for increasing revenues should probably focus on changing:
a. the navigation menu.
b. the product offering.
c. the checkout form.
d. the shipping charges.
81. While on his way to a meeting with the marketing manager and the product manager, James realizes he’s left
out a vital piece of information in his report. It shows that the click-through rate for the “A” version of the latest
ad was 2.4%. He also knows that the CTR for version “B” was higher and that the number of ad impressions
was 100,000, but he’s missing the number of ad clicks. It must be:
a. 2400.
b. more than 2400.
c. 240.
d. less than 240.
82. You’re a web developer for an online furniture retailer, and you’ve been having a debate with your boss, the
marketing director. She’s rejecting your proposal to invite customers’ product ratings and reviews on the
website because she’s concerned that negative comments might discourage sales. You argue that customer
feedback would enhance the ________ aspect of your customers’ shopping experience.
a. competitive
b. accessibility
c. convenience
d. personalization
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83. The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages
to get unsuspecting victims to reveal personal information.
a. e-tailing
b. phishing
c. data harvesting
d. shoulder surfing
84. _____ describes the wide range of business transactions taking place among customers, employees, and
business partners via the Internet.
a. Webonomics
b. E-business
c. Web servicing
d. Digital transcription
85. Bailee works approximately 60 hours each week as an account executive with an advertising agency and
rarely has time to shop. She loves the _______ of shopping online and is a VIP customer with Zappos. She can
order shoes or clothing and receive the item within 24 hours delivered right to her door by UPS with free
delivery.
a. convenience
b. personalized service
c. competitive pricing
d. product assortment
86. Which of the following is NOT an example of using digital marketing to expand global reach?
a. Enabling customers to pay invoices electronically
b. Promoting the business through social media advertising
c. Creating an app used to place and track orders
d. Building an e-commerce store
87. EverythingINeed.com, which sells a broad range of home and personal goods, is famous for showing
detailed product reviews written by real customers. Consumers prefer this website over others because of:
a. the ability to easily find the lowest prices.
b. the relevant, personal product information.
c. the recommendations based on previous purchases.
d. the ease of shopping without leaving home.
88. You’re the new marketing manager for an online plant nursery and garden supply retailer so you’ve been
reviewing customer feedback on social media. You’re dismayed to read quite a few negative comments about
the site’s user experience. Two comments specifically noted that if you make a mistake filling out the checkout
form, you have to start over from the beginning! What’s the best thing you could do resolve this particular
problem?
a. Allow people to check out as guests
b. Design the checkout form to retain data when changes are made
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c. Offer free shipping on orders over $100
d. Entice these customers back to the site with a 15% off coupon
89. As the marketing director of Albertson’s grocery store chain, you’ve worked with other department heads to
develop a new service that allows customers to order and pay for all of their products online, and then to
schedule a day and time to have the groceries delivered. Which advertising slogan should your team use to
attract your target market for this new service?
a. Count Up the Savings!
b. More Choices for Your Family!
c. More Time for Fun & Family!
d. Enjoy the Freshness!
90. Linda is trying to figure out her conversion cost. She knows her cost per click, her number of unique
visitors, and the number of purchases they made. What does she need to calculate in order to get the information
she wants?
a. Conversion rate
b. Total number of site visitors
c. Average number of page views
d. Click-through rate
91. All of the following design problems may cause visitors to leave a website early EXCEPT:
a. a slow load time.
b. a cluttered design.
c. the lack of a search bar.
d. a limited product offering.
92. Gianni of Gianni’s Pizzeria has hired you to design a pizza ordering app for his business. Gianni says that
one of his goals is to maximize the amount of revenue he gets from each transaction. Which design feature do
you recommend to him to help achieve this objective?
a. Recommending side items and drinks
b. Recommending pizza toppings based on past orders
c. Telling the customers their estimated wait times
d. Providing promo codes for discounts on future orders
93. Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage of
people who are exposed to the advertisement and follow the link to view the advertisement.
a. click-through rate
b. engagement
c. conversion rate
d. hosting rate
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94. Dean and Janet, co-owners of a small bookshop catering to mystery lovers called WhoDunIt?, built an e-
commerce website to increase revenues. In April, they checked the analytics on their website and found the
following data for the month: unique visitors 120, average number of page views per visitor 18, average time
spent on site per visitor 4.5 minutes, number of purchases 12, and number of people abandoning shopping cart
3. They felt they could improve so they made several significant changes and additions to the site. Which of the
following data from August indicate that this new version of their website has improved engagement?
a. Unique visitors 133 and average time spent on site per visitor 6.3 minutes
b. Average number of page views per visitor 26 and average time spent on site per visitor 6.3 minutes
c. Number of purchases 12 and number of people abandoning shopping cart 2
d. Unique visitors 124 and average number of page views per visitor 27
95. You have just bought a bowling alley, and you see a great opportunity to increase revenues by appealing to
teens. Your integrated marketing plan for accomplishing your goal involves:
a. coupons distributed through social media advertising.
b. Facebook and Instagram accounts for the bowling alley.
c. discounts, outdoor signage, and mobile marketing.
d. an engaging, teen-friendly website.
96. Secure networks used for e-marketing and accessible through a firm’s website by external customers,
suppliers, or other authorized users for purposes of collaboration are called:
a. cybernets.
b. extranets.
c. intranets.
d. ethernets.
97. Simply-Fyde Shopping’s website has an online catalog with the details of the products on offer. When
customers pick their choices from the list, the items are automatically populated into a(n):
a. online trading database.
b. electronic shopping cart.
c. point-of-sale system.
d. Web browser.
98. As the design director of a major automotive manufacturer, you have opted to hire an external design team
to work on the exterior design of your company’s next concept car. You anticipate needing to share very large
digital files as your internal design team works collaboratively with this new business partner. You decide to
check in with the operations manager to make sure the company’s ____ can accommodate your needs.
a. Internet connection
b. private exchange
c. network
d. intranet
99. With a cost per click of 50 cents and a conversion rate of 0.25, you’ve got a $2.00-conversion cost. How
could this be improved?
a. Increase the conversion rate