Q1: Attribution is important since it helps companies determine which of their media investments are most effective in encouraging online leads and sales through considering complex customer journeys where customers consume different media on the path to purchase
Answer: True – CorrectAnswer
Q2: The most important campaign measure is cost-per acquisition
Answer: Wrong – FalseAnswer
Q3: Paid search marketing (e.g. Google AdWords) is usually purchased on which basis
Answer: Pay Per Click (PPC).Answer
Q4: What form of marketing is particularly suited to generating awareness about a brand or promotion
Answer: Viral marketing.Answer
Q5: Meta tags are
Answer: hidden codes in the HTML indicating the content of a website.Answer
Q6: The performance-based affiliate marketing model of paying for leads or sales is usually charged in which way
Answer: Cost Per Acquisition (CPA).Answer
Q7: The online communications technique of search engine optimisation (SEO) is aimed at achieving/gaining
Answer: a good ranking in the organic or natural listings of search engines.Answer
Q8: An e-mail newsletter is always used for customer retention
Answer: Wrong – FalseAnswer
Q9: What important concept in Search Engine Optimisation (SEO) refers to a key ranking factor which is the number of other pages on the web referring to a page through a hyperlink
Answer: Back-links.Answer
Q10: What important concept in Search Engine Optimisation (SEO) refers to the most important on-page optimisation factor which describes the content of a page
Answer: The ‘title’ attribute of a page.Answer
Q11: What concept in paid search advertising Google AdWords refers to one of the main elements of Quality Score which impacts the position the ad is displayed
Answer: Click-through rate.Answer
Q12: What concept in paid search advertising Google AdWords refers to the amount bid by the advertiser
Answer: Maximum cost per click (CPC).Answer
Q13: ___is an element of online PR that involves regularly updated posts about company activities in a format similar to online services such as Blogger and WordPress
Answer: BloggingAnswer
Q14: ___is the concept in online advertising that refers to ads being displayed on multiple websites through a single contact point, typically targeted by demographic characteristics
Answer: Ad networkAnswer
Q15: ___is the concept in online advertising that refers to a destination website following click-through which may be owned by the advertiser or integrated into the publisher website
Answer: MicrositeAnswer
Q16: A referrer is
Answer: The type of site or traffic source that links to a siteAnswer
Q17: Cookies are used in digital advertising for
Answer: Affiliate marketingAnswer
Serving different ad versions in a sequence of ads
Modelling / attribution of referrers
Re-marketing / Behavioural targeting–all these.
Q18: The closest equivalent to an individual using a website is
Answer: a unique visitor.Answer
Q19: What is typically proportional to pages per visitors
Answer: Visit duration.Answer
Q20: A hit is not a useful measure for determining the number of visitors to a website
Answer: True – CorrectAnswer
Q21: In browser or tag-based measurement system, visits to each page are recorded since each page is loaded into a user’s web browser through the running of a short script, program or tag inserted into the web page
Answer: True – CorrectAnswer
Q22: Site reach is an example of e-commerce effectiveness measure in the category of ___
Answer: channel promotionAnswer
Q23: Number of sales or leads is an example of e-commerce effectiveness measure in the category of ___
Answer: channel outcomesAnswer
Q24: AB Testing is a measurement approach that can be used to
Answer: optimise a landing page design.Answer
Q25: Conversion rate is a measure that can be used to
Answer: All of these—optimise a landing page design.Answer
improve the effectiveness of a promotional graphic in a website container.
modify a menu name on a navigation bar.
improve a data capture form.
Q26: ___is the online metrics collection method which involves analysis of pages and content downloaded from a website to a user’s browser
Answer: Server-based log-file analysisAnswer
Q27: ___is the online metrics collection method which involves gaining direct user feedback on a website
Answer: Online surveyAnswer
Q28: What success factor for effective management of a website involves the right responsibilities for different content management roles such as authoring, reviewing and testing
Answer: People.Answer
Q29: What success factor for effective management of a website involves a procedure for identifying the need for change and then controlling updates
Answer: Process.Answer
Q30: ___is the stage of the content management lifecycle that involves creating a document and inserting images
Answer: WriteAnswer
Q31: ___is the stage of the content management lifecycle that involves flagging changes in a workflow system which are then checked
Answer: ReviewAnswer
Q32: The ___aspect of a business-to-consumer website involves transactional e-commerce for products or services
Answer: sellAnswer
Q33: The ___aspect of a business-to-consumer website involves entering a dialogue through permission marketing profiling or surveys
Answer: speakAnswer
Q34: If a consumer believes the Internet is easy to use, they are more likely to have a negative attitude towards the idea of online shopping and ultimately have a reduced intention to shop online
Answer: Wrong – FalseAnswer
Q35: ___needs to be increased and perceived risk decreased for consumers to develop positive beliefs in the organisation’s online reputation
Answer: TrustAnswer
Q36: What communications technique is mainly intended to achieve repeat sales for an online retailer
Answer: E-mail newsletter.Answer
Q37: What goal of Internet retail is commonly known as investor relations
Answer: Provide financial and share information.Answer
Q38: What term describes a retail format which did not prove effective online
Answer: Online shopping mall.Answer
Q39: What term describes a multichannel retailer typically with an online store, traditional stores, and often makes use of direct mail catalogue selling
Answer: Bricks and clicks retailer.Answer
Q40: Business-to consumer (B2C) ecommerce involves commercial transactions between an organisation and other organisations (inter-organisational marketing)
Answer: Wrong – FalseAnswer
Q41: The disparity between brand strength offline vs online refers to retailer brand strength that is frequently not reflected online. This may dilute current brand perception and leaves an opening for competitors to establish a stronger online brand presence even if they are weaker ‘offline’
Answer: True – CorrectAnswer
Q42: For a transactional website, what measure describes the proportion of visitors that convert to sale
Answer: Conversion rate.Answer
Q43: Delivering different messages to members of a business decision making unit is a key difference between B2C and B2B marketing which is reflected in web design through ___
Answer: different navigation options appealing to different members of the audienceAnswer
Q44: A longer decision making process than for many consumer products is a key difference between B2C and B2B marketing which is reflected in web design through ___
Answer: questions on a form enquiring about the status of the business in the purchase decision processAnswer
Q45: The ___goal of a business-to-business website involves an interactive dialogue with a virtual sales person
Answer: sellAnswer
Q46: The ___goal of a business-to-business website involves gaining permission from a website visitor to engage in future dialogue by e-mail and other communications channels
Answer: speakAnswer
Q47: Business-to business (B2B) ecommerce involves commercial transactions between an organisation and other organisations (inter-organisational marketing)
Answer: True – CorrectAnswer
Q48: ___is an example of business-to-business services offered by Google which gains advertising revenue through hosted videos
Answer: YouTube Brand ChannelAnswer
Q49: ___is an example of business-to-business services offered by Google where revenue is generated through the application running as part of a customer’s website
Answer: Google Search application providing online website search services for website ownersAnswer
Q50: A portal which is normally run by a consortium of buyers in order to establish an efficient purchasing environment is a
Answer: buyer-oriented marketplace.Answer
Q51: A portal which is an online platform operated by a third party and is open to buyers or sellers in a particular industry is a
Answer: B2B independent e-marketplace.Answer
Q52: One aim of e-procurement is to increase savings by bulk buying of items
Answer: of the right quantity.Answer
Q53: What of the following is production related procurement
Answer: Raw materials.Answer
Q54: In a market where companies build close connective relationships where Internet technology will not feature strongly in the development of these relationships, this is known as a ___relationship
Answer: Low Tech, High Touch, PersonalAnswer
Q55: In a market where there are transactional relationships where technology will not feature in the development of these relationships, this is known as a ___relationship
Answer: Low Tech, High Touch TransactionalAnswer
Q56: E-commerce is often seen as simply buying and selling using the internet but do the following perspectives also apply to e-commerce
Answer: All of these—A business process perspectiveAnswer
A communications perspective
An online perspective
A service perspective
Q57: E-business is a term used to describe
Answer: The use of electronic communications for all business processesAnswer
Q58: When you look at e-commerce and e-business, which is the most realistic relationship between these two concepts
Answer: E-commerce is a subset of e-businessAnswer
Q59: Buy-side e-commerce is different from sell-side e-commerce in that it involves
Answer: An organization using electronic media to purchase from to its suppliersAnswer
Q60: Different types of sell-side e-commerce exist and there are main types of online presence. Which of the following would be suited to sell-side e-commerce
Answer: All of the belowAnswer
Q61: Social network sites such as Facebook and Twitter have become increasingly popular for sell-side e-commerce and would normally be considered to be in which category
Answer: Portal, publisher or media sitesAnswer
Q62: Digital marketing (also known as e-marketing or Internet marketing) is closely related to e-commerce. It is a term increasingly used by specialist e-marketing agencies to
Answer: Recruit specialist staffAnswer
Q63: Various digital media channels can be used to reach audiences when planning, for example, online marketing campaigns. Search engine marketing places messages on a search engine to encourage clickthrough to a website when the user types a specific keyword phrase. A key marketing technique involves paid placements or sponsored links using PPC. What does PPC stand for
Answer: Pay per clickAnswer
Q64: Social media marketing has emerged as an important category of digital marketing. Which of the following best describes this
Answer: Monitoring and facilitating customer-customer interaction and participation throughout the web to encourage engagement with a company and its brandsAnswer
Q65: Which term is taken to explain a collection of web services that facilitate interaction of web users with sites to create user-generated content and encourage behaviours such as community or social network participation
Answer: Web 2.0 conceptAnswer
Q66: Supply chain management refers to the coordination of all supply activities of an organisation from its suppliers and delivery of products to its customers. E-commerce transactions between a company and its stakeholders, be their consumers or businesses are often referred to as
Answer: B2C, B2BAnswer
Q67: E-government is becoming more accepted as an important feature within government in many countries. What does it provide
Answer: Facilities for dissemination of information and online services at local and national levelsAnswer
Q68: Evans and Wurster produced an influential paper in 1997 and argued that there are characteristics of information which can contribute to a major impact on a marketplace. One of these is Reach and is a key characteristic achieved by e-business which refers to
Answer: How different numbers of customers can interact with categories of information or productsAnswer
Q69: Another of Evans and Wurster’s suggestions included what they referred to as Richness and is another key characteristic achieved by e-business which refers to
Answer: The depth of information about content or products availableAnswer
Q70: While there are obvious e-business advantages and opportunities, there are also risks and barriers. These include
Answer: All of these—Contravention of customer privacyAnswer
Spikes causing websites to fail at peak times
Internet hackers penetrating company security
Q71: Which is the most realistic relationship between e-commerce and e-business
Answer: E-commerce is a subset of e-businessAnswer
Q72: Which is the best description of sell-side e-commerce
Answer: E-commerce transactions between a supplier organisation and its customersAnswer
Q73: E-business actually stands for
Answer: Electronic businessAnswer
Q74: Which would be the best description of e-commerce
Answer: Any electronically mediated information exchanges between an organisation and its external stakeholdersAnswer
Q75: Buy-side e-commerce refers to
Answer: E-commerce transactions between a purchasing organisation, its suppliers and also partnersAnswer
Q76: Which of the following is a cost efficiency driver for e-business
Answer: All of these are correct—Reduced operating costsAnswer
Increasing speed with which supplies can be obtained
Reduced sales and marketing costs
Increasing speed with which goods can be despatched
Q77: Which of the following is a competitiveness driver for e-business
Answer: Avoiding losing market share to businesses already using e-commerceAnswer
Q78: An example of a communications benefit from creating an e-commerce website is
Answer: None of these are correct—Lower paper costs needed for marketing and fewer staff needed in contact centreAnswer
Slower response to customer enquiries
The ability to reach overseas markets without a sales presence
Tracking of number of customers using different parts of site
Q79: An example of a capability benefit from creating an e-commerce website is
Answer: The ability to reach overseas markets without a sales presenceAnswer
Q80: An example of a cost-savings benefit from creating an e-commerce website is
Answer: Lower paper costs needed for marketing and fewer staff needed in contact centreAnswer
Q81: To determine demand for Internet services in a market, companies should survey
Answer: All of these—Percentage use the Internet to inform their buying decisionAnswer
Percentage purchase online
Percentage who have access to the Internet
Number in market
Q82: A collection of web services which facilitate certain behaviours online such as community participation and user generated content, rating and tagging is commonly known as
Answer: Web 2.0 conceptAnswer
Q83: Reach is a key characteristic achieved by e-business which refers to
Answer: The potential number of customers a business can interact withAnswer
Q84: Richness is a key characteristic achieved by e-business which refers to
Answer: The depth of information about content, products, prices and availabilityAnswer
Q85: Facebook belongs in which category of website
Answer: Social networkAnswer
Q86: The Amazon site belongs in which category of website
Answer: Transactional websiteAnswer
Q87: A key feature of electronic communications and digital technology is that they increase dynamism within the marketplace so that it does not remain static. According to Hitwise in 2010, what were the most popular sites
Answer: Social networkAnswer
Q88: Organisations that monitor and respond to changes in their online marketplace have the greatest opportunity to use digital technologies to compete effectively. The process of continuously monitoring the environment and events and responding appropriately is known as
Answer: Environmental scanning and analysisAnswer
Q89: The capacity to respond to environmental threats and opportunities is commonly known as
Answer: Strategic agilityAnswer
Q90: Analysis of the online marketplace is integral to developing a long-term e-business strategy or creating a shorter term digital marketing campaign. To help understand links between online businesses and traffic flows, this analysis can examine main elements in what is known as
Answer: An online marketplace mapAnswer
Q91: The main elements of an online marketplace or ‘marketspace’ map are
Answer: All of these—Customer segmentsAnswer
Destination sites
Intermediaries and media sites
Search intermediaries
Q92: The electronic marketplace channel structures describe the ways that products and services are delivered to customers by manufacturers or selling organisations. Which one of the following terms refers to ‘cutting out the middleman’
Answer: DisintermediationAnswer
Q93: Online purchasers would generally use a combination of channels before completing their transaction rather than use the Internet in isolation. What would you call a strategy that considers how different marketing channels should integrate and support each other in terms of their development and communications based on their relative merits for the customer and the company
Answer: A multi-channel marketing strategyAnswer
Q94: Identifying different types of online intermediaries as potential partners to promote an e-business is a key part of marketplace analysis but what would be an example of an infomediary
Answer: All of the belowAnswer
Q95: Intermediaries vary in scope and the services they provide and many different types have evolved and terms to describe them. Marketeers would need to understand these terms and an easy question to start with. Which of the following are search engines
Answer: They all areAnswer
Q96: While search engines index registered sites which users search by inputting key words, which type of intermediary updates its content typically through text but can include video or audio delivered through RSS feeds
Answer: BlogAnswer
Q97: A summary of how a company will generate a profit identifying its core product, target customers, position in the online marketplace, and projections for revenue and costs is known as
Answer: Online business modelAnswer
Q98: For a publisher, many options exist for generating income online based around advertising and fees for usage of the online service. Which of the following describes the cost to the advertiser or the revenue received by the publisher for each outcome such as a lead or sale generated after a click to a third-party site
Answer: Cost per acquisition – CPAAnswer
Q99: The success of eBay has highlighted the success of auction business models for the Internet. Klein in 1997 identified which different roles for auctions
Answer: All of these—Price discoveryAnswer
Distribution and coordination mechanisms
Efficient allocation mechanisms
Q100: When does a ‘bricks and mortar’ enterprise become known as clicks and mortar’
Answer: When a business combines an online and offline presenceAnswer
