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b. Decrease the conversion rate
c. Increase the number of ads
d. Discontinue advertising
100. When you are welcomed back by your name to a website you’ve shopped at before and offered products
suited specifically to your tastes and budget (based on your past purchase), you are being targeted by:
a. personalized marketing.
b. geotargeting.
c. interstitial advertising.
d. engagement ads.
101. Given the huge number of hotel websites designed for comparison shopping, you’ve decided to build a
different kind of hotel website catering to high-end consumers. Which benefit should you emphasize the most to
attract your target market?
a. Competitive prices
b. Links to partner rental car services
c. A convenient shopping experience
d. Personalized service
102. Channel conflicts can be defined as conflicts:
a. over revenue sharing between manufacturers and their workers.
b. among manufacturers, wholesalers, and retailers.
c. between customers and marketers regarding data privacy and information security.
d. between marketers and the government over legal issues.
103. Tom is selling water purification systems on an e-commerce site, and he wants to know his conversion cost
for his latest Facebook ad. He’s spending 40 cents each time a Facebook user clicks on his ad, and his
conversion rate is 0.11. Which of the following best represents his conversion cost?
a. 0.44
b. 0.40
c. 0.04
d. 4
104. You’ve just inherited a car parts wholesaler business from your grandfather, who liked to do things the “old
school” way. You don’t have much money to invest in modern technology, but you can at least upgrade to EDI.
Now you need to explain the advantages of EDI to your employees. Which of the following will you NOT list
as a benefit of the change?
a. It will reduce the amount of paper involved in order processing.
b. It will reduce the number of errors in orders.
c. It will give your salespeople greater flexibility with price quotations.
d. It will allow the company to process and deliver orders faster.
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105. Which of the following refers to connecting buyers and sellers electronically through interactive computer
systems?
a. Electronic marketing
b. EDI
c. E-commerce
d. Virtual private networks
e. Social media
106. TechnoMarket, a retailer of consumer electronics, has branches in 13 states. As the company’s marketing
manager, you’re looking for a website that will enable employees to access details regarding new products and
their functionality, check inventory levels, and transfer stock to other stores. You do not want customers to have
access to this data. Which of the following would best suit your purpose?
a. Private exchange
b. Extranet
c. Electronic storefront
d. Intranet
107. An e-business vendor who creates products, such as clothing or computers, to the exact specifications of
individual customers is practicing:
a. personalization.
b. interactive marketing.
c. integrated marketing.
d. right-time marketing.
108. Tyler is amazed that he spent only $100 on an Instagram ad and it was seen by more than 30,000 people!
However, his marketing manager wants to know what the ad’s click-through rate is. Tyler needs to find the:
a. number of total visitors.
b. number of unique visitors.
c. number of ad clicks.
d. number of purchases.
109. As the marketing manager of Heartland Pride, a cheese and dairy goods producer, you’ve done a great job
of promoting your company’s products in Wisconsin. However, now you want to take it further, expanding into
neighboring states. Which option seems like the best choice to you?
a. Designing a social media advertising campaign targeted at Midwestern consumers
b. Building a website that makes recommendations based on customers’ previous orders
c. Creating online promotional campaigns based on seasonal changes and holidays
d. Sending e-mail campaigns alerting distributors when new products become available
110. Keisha received an email from the IT department at her university saying that she should update her
password. However, before following the instructions in the email, Keisha checked the University’s technology
notices and read a post cautioning users about recent ______ activity on student accounts.
a. phishing
b. vishing
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c. smishing
d. fishing
111. You started a small company that designs garden accessories, which has grown dramatically over the years.
To keep up with demand, you need to hire more product designers, but it’s hard to find enough qualified talent
in the rural town where your business is located. Your friend has suggested solving the problem by hiring
remote workers and having them work with you collaboratively through a(n):
a. EDI.
b. extranet.
c. network.
d. intranet.
112. Which of the following is true of B2B transactions?
a. It cannot be used to provide detailed product descriptions.
b. It can help make business communications and transactions more efficient.
c. It is a minor part of the e-business activity and typically involves fewer steps compared to consumer
purchases.
d. It is not a very attractive option for buying and selling as more errors occur when orders are placed over
the Internet.
113. Gianni of Gianni’s Pizzeria has hired you to design a pizza ordering app for his business. Gianni mentions
that the success of his business is based on his commitment to “keep them coming back for more.” Which
design feature do you recommend to him to help achieve this objective?
a. Introducing new menu items every three months
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
114. One of the things you love most about the Domino’s Pizza app is that it remembers your previous orders.
That way you don’t have to punch in your favorite toppings and crust preference every time, which means you’ll
get your pizza even faster! You’re impressed with Domino’s use of:
a. personalization.
b. right-time marketing.
c. integrated marketing.
d. global reach.
115. You’ve created a website for selling used cars that’s truly unique. For every car on your site, you show the
Kelly Blue Book value and provide background details that explain why the car is priced how it is. Which
benefit should you emphasize the most to attract your target market?
a. Competitive prices
b. Access to product/service information
c. A convenient shopping experience
d. Personalized service
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116. SpeedyRx.com won awards for streamlining its checkout process by allowing repeat customers to store
prescription information on the site. 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 convenient experience.
d. the ease of shopping without leaving home.
117. HuffingtonPost.com makes its revenues from advertising, meaning they want to get the most eyes on their
pages that they can. Which factor is most important to the HuffPost team?
a. Traffic
b. Conversions
c. User experience
d. Offerings
118. Women’s Shoe Warehouse sells shoes and other accessories in shopping mall stores and on a massive e-
commerce website. Through _________, the company collects data on each customer’s favorite brands and
styles. Then, through _________ marketing, whenever a customer is within 10 miles of a bricks-and-mortar
store, it sends the customer a text message offering a 15% discount off one pair of her favorite brand of shoes.
a. personalization; integrated
b. personalization; interactive
c. integrated marketing; interactive
d. interactive marketing; personalization
119. Your company sells _________ through an e-commerce website. As much as you’d like to offer some
customization on your products, it just doesn’t make good business sense to you.
a. children’s clothes
b. skateboards, snowboards, and skis
c. cars
d. golf clubs
120. The click-through rate is a measure of the:
a. number of clicks performed by an average user when searching for information through a search engine.
b. number of ads served up to a user on a search engine per query.
c. percentage of people presented with an ad who click on it.
d. number of Web pages viewed by a user after clicking through an ad.
121. You own a large, organic turkey farm in rural Pennsylvania, and you have set up distribution channels in
five mid-Atlantic states. Interest in your product has been steadily increasing over the years, especially around
the winter holidays, but you’d like to encourage your distributors to place their orders earlier so you have a
better sense of inventory requirements. Which option seems like the best choice to you?
a. Designing a social media advertising campaign targeted at Midwestern consumers
b. Building a website that makes recommendations based on distributors’ previous orders
c. Creating online promotional campaigns based on seasonal changes and holidays
d. Sending promotional email campaigns to distributors throughout the summer and early fall
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122. The process of encoding data for security purposes is called _____.
a. authorization
b. authentication
c. encryption
d. randomization
123. Your company, Beads and Baubles, manufactures and sells beaded jewelry-making supplies online. To
introduce your latest line of handcrafted beads, you set up four variations of an ad. They all had the same text
and offer, but each had a different image. After analyzing the results of your test to see which ad had the best
click-through rate, you determine it was:
a. ad A: 250 ad clicks, 10,000 ad impressions.
b. ad B: 140 ad clicks, 10,000 ad impressions.
c. ad C: 250 ad clicks, 5,000 impressions.
d. ad D: 100 ad clicks, 3,000 impressions.
124. Which of the following is NOT one of the common reasons people abandon shopping carts after selecting
items on an e-commerce site?
a. Complicated forms
b. The high cost of the items
c. The total cost shown late in the purchase process
d. High postage, handling, and delivery charges
125. Big Martin Corporation uses its website to target customers and promote its products. Big Martin is
engaged in:
a. integrated marketing.
b. Web services.
c. digital marketing.
d. online trading.
126. Manufacturing and selling flavored syrups for coffee bars is quite a niche business, which is why you
haven’t invested much in technology in the past. Instead, your salespeople submit handwritten orders and your
internal team confirms and processes them. Recently, however, you’ve been seriously considering adopting
some kind of EDI because you expect it to:
a. cut average order-processing time from five days to two.
b. provide both paper and electronic documentation of all orders.
c. allow you to reduce your workforce by three people.
d. increase the number of weekly orders by an average of 15%.
127. Which of the following terms refers to an advantage brought about by the advent of the Internet as a
shopping medium by eliminating geographic protections and limitations of local business and by giving smaller
firms a wider audience?
a. Personalization
b. Digital tooling
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c. Interactivity
d. Global reach
128. Which of the following measures is taken by Internet companies to indicate their promise to disclose how
they collect personal data and what they do with the customer information?
a. Installing software tools such as spyware when users log onto their websites
b. Issuing third-party cookies to anonymously track user activity
c. Using behavioral targeting practices to improve customer privacy
d. Displaying the TRUSTe logo on their websites
129. Marcus is looking at his e-commerce site’s analytics. Most visitors leave after viewing two or three pages.
This means there is room for improvement in:
a. the number of unique visitors.
b. engagement.
c. the conversion rate.
d. the click-through rate.
130. You’ve just been named the head of marketing for a major children’s clothing retailer so you’re evaluating
the company’s e-commerce website. You notice that the navigation menu provides links to pages of clothes for
infants, toddlers, and several size ranges for older children. Each of these pages offers anywhere from 45 to 70
items for sale. The first thing you decide to change to improve the user experience on your site is to:
a. feature more and larger detail photos.
b. write an engaging story for each product.
c. add a search bar.
d. include customer reviews.
131. Sounder’s Chowder House is a successful chain of fish restaurants in the Pacific Northwest. Several years
ago, the company launched a website offering about 32 different products, including chowders, frozen fish and
chips, and shrimp cocktail sauce. As the company’s new marketing director for online sales, you’ve studied the
analytics and found that 79% of sales are coming from just six products. Based on this data, the first thing you
want to reevaluate is the company’s:
a. website design.
b. product offering.
c. checkout form design.
d. product descriptions.
132. Which of the following is generally NOT considered part of an online retailer’s product offering?
a. Items for sale
b. Descriptions and photos
c. Reviews and testimonials
d. Recommendations based on past purchases
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133. 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 increased their conversion rate?
a. Unique visitors 150 and average number of page views per visitor 23
b. Average number of page views per visitor 26 and average time spent on site per visitor 6.3 minutes
c. Unique visitors 180, average time spent on site per visitor 5.8 minutes, and number of purchases 18
d. Unique visitors 160, number of purchases 19, and number of people abandoning shopping cart 2
134. You want to improve your social media ad’s click-through rate, so you make a list of all the things you
could do. The lowest priority item on the list would be to:
a. improve the quality of the image.
b. write better text and a stronger headline.
c. spend more money on getting more impressions.
d. enhance the offer made in the ad.
135. Which of the following is most likely to be a reason why consumers prefer shopping online?
a. Only online purchases offer reduced rates to customers on branded credit cards.
b. E-marketers offer better warranties on products compared to brick and mortar retailers.
c. Products that are purchased online are delivered free of cost, whereas brick and mortar stores charge
customers for delivering goods to their door steps.
d. Online stores allow customers to compare prices and features at their leisure.
136. According to Brendan’s Facebook ads manager stats, in the first three days of advertising, his ad has had
nearly 1,000 impressions and 253 people who clicked through to his site. Brendan’s click-through rate on this ad
should be close to:
a. 0.25.
b. 2.53.
c. 253.
d. 4.
137. You are considering buying an existing online retail business, and you’ve narrowed down your choices to
four options. To compare how successful each website is currently, you’ve decided to look at a number of
analytics, including conversion rates. Which website currently has the best monthly conversion rate?
a. BargainSmartphones.com: 40 of 1,000 unique monthly visitors purchase products
b. NancyKnits.com: 160 of 10,000 unique monthly visitors purchase products
c. MattressesDelivered4Less.com: 30 of 1,000 unique monthly visitors purchase products
d. MindBodySpirit.com: 100 of 5,000 unique monthly visitors purchase products
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138. A survey conducted by MattressesDelivered4Less.com revealed that its customers’ are frequent online
shoppers and that convenience and speed are their top priorities. From this, the marketing manager concludes
that their greatest concern about online shopping would most likely be:
a. the safety of online payments.
b. the privacy of their personal data.
c. frauds and scams.
d. site design and customer service.
139. CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about
the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its
_______ is relatively low with very few visitors actually purchasing from the website. However, it believes the
website is effective for ______ shoppers who typically visit locally owned golf retailers to sample the clubs and
make a purchase.
a. conversion rate; web-to-store
b. click-through rate; traditional
c. conversion rate; traditional
d. engagement; web-to-store
140. As the marketing manager of BargainSmartphones.com, you’re so committed to offering the best bargains
that you’re willing to show other major online and offline smartphone retailers’ prices. The one thing your
website does NOT offer is:
a. competitive prices.
b. access to product/service information.
c. a convenient shopping experience.
d. personalization.
141. What are the various safety measures employed by e-marketers to develop safe online payment systems?
142. What benefits do B2C marketing efforts have to offer to consumers?
143. Why is privacy a major concern for consumers? What are the measures taken by online marketers to
assuage such fears?
144. What are channel conflicts? Give an example describing how channel conflicts should be dealt with.
145. What is business-to-business (B2B) e-marketing? What are its features? What are the tools that are
associated with the functions of B2B e-marketing?
146. How can e-marketers increase the sale of their products through their websites?
147. Briefly describe the role of technological tools in the functioning of B2B transactions.
148. Discuss the five benefits e-marketing offers to contemporary marketers.
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149. Explain the difference between e-commerce site traffic and conversions, and list three factors that influence
conversion rates.
150. List out the various Internet fraud issues that consumers and businesses face in e-marketing.
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Answer Key
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