hapter 1: The Revolution Is Just Beginning
C
1.E-commerce can be defined as:
A. digitally enabled commercial transactions between and among organizations and individuals.
B. the use of digital technologies in a firm's daily activities.
C. the digital enablement of transactions and processes within an organization.
D. any electronically based organizational activity that supports a firm’s market exchanges
2.Which of the following isnota unique feature ofe-commerce technology?
A. Interactivity
B. social technology
C. information asymmetry
D. richness
3.Which of the following can be considered synonymous with the term e-commerce?
A. e-business
B. digital commerce
C. the Internet
D. the Web
4.Which of the following is an example of e-business?
A. Amazon's inventory control system
B. the Amazon.com website
C. Amazon's Pinterest page
D. an Amazon mobile app
5.Which of the following features of e-commerce technology enables merchants to market and sell
"complex" goods and services to consumers via marketing messages that can integrate video, audio,
and text?
A. Richness
B. Ubiquity
C. Information density
D. Personalization
6.Which of the following features of e-commerce technology allows users to participate in the
creation of online content?
A. Ubiquity
B. Global reach
C. Information density
D. Social technology
7.Which of the following features of e-commerce technology is related to the concept of network
externalities?
A. Richness
B. Interactivity
C. Information density
D. universal standards
8.Which of the following statements is true about the traditional tradeoff between the richness and
reach of a marketing message prior to the development of the Web?
A. Marketing messages had little richness.
B. The smaller the audience reached, the less rich the message.
C. The larger the audience reached, the less rich the message
D. Richness was unrelated to reach.
9.Interactivity in the context of e-commerce provides which of the following functionalities?
A. the ability to physically touch and manipulate a product
. complexity and content of a message
B
C. the ability of consumers to create and distribute content
D. the enabling of two-way communication between consumer and merchant
10.E-commerce is available just about everywhere and anytime. This is known as:
A. richness
B. information density
C. ubiquity
D. reach
11.The total number of users or customers an e-commerce business can obtain is a measure of which
of the following?
A. interactivity
B. information density
C. ubiquity
D. reach
Chapter 2: E-commerce Business Models and Concepts
1.Which of the following uses a subscription revenue model for books?
A. Spotify
B. Amazon Kindle Unlimited
C. Rhapsody
D. Pandora
2.Which element of the business model addresses what a firm provides that other firms do not and
cannot?
A. competitive environment
B. competitive advantage
C. market strategy
D. value proposition
3.Which element of the business model refers to the presence of substitute products in the market?
A. competitive environment
B. competitive advantage
C. market strategy
D. value proposition
4.A firm's ________ describes how a firm will produce a superior return on invested capital.
A. competitive environment
B. revenue model
C. market strategy
D. value proposition
5.Which of the following are Amazon's primary value propositions?
A. personalization and customization
B. selection and convenience
C. reduction of price discovery cost
D. management of product delivery
6.Stickiness is an important attribute for which of the following revenue models?
A. advertising revenue model
B. subscription revenue model
C. transaction fee revenue model
D. affiliate revenue model
.Which of the following involves a company giving away a certain level of product or service
7
without charge, but then charging a fee for premium levels of the product or service?
A. premium strategy
B. subscription revenue model
C. transaction fee revenue model
D. freemium strategy
8.Which of the following does not use a subscription revenue model?
A. Apple Music
B. eHarmony
C. Ancestry
D. Twitter
9.Which of the following factors is not a significant influence on a company's competitive
environment?
A. how many competitors are active
B. what the market share of each competitor is
C. the availability of supportive organizational structures
D. how competitors price their products
10.The existence of many competitors in any one market segment may indicate:
A. an untapped market niche
B. the market is saturated
C. no one firm has differentiated itself within that market
D. a market that has already been tried without success
Chapter 4 - Building an E-commerce Presence: Websites, Mobile Sites, and Apps
.Which of the following types of e-commerce presence is best suited for creating an ongoing
1
conversation with one's customers?
A. website
B. email
C. social media
D. offline media
2.What are the two most important management challenges in building a successful e-commerce
presence?
A. developing a clear understanding of business objectives and knowing how to choose the right
technology to achieve those objectives
B. having an accurate understanding of your business environment and an achievable business
plan
C. building a team with the right skill sets and closely managing the development process
D. identifying the key components of your business plan and selecting the right software,
hardware, and infrastructure for your site
3.In order from beginning to end, the major steps in the SDLC are:
A. systems analysis/planning; systems design; building the system; testing; and implementation.
B. systems design; testing; building the system; and implementation
C. systems analysis/planning; systems design; building the system; implementation; and testing.
D. systems analysis/planning; implementation; building the system; and testing.
4.________ are the types of information systems capabilities needed to meet business objectives.
A. Information requirements
B. System functionalities
C. System design specifications
. Physical design specifications
D
5.Which of the following basic system functionalities is used to display goods on a website?
A. product database
B. digital catalog
C. shopping cart system
D. customer database system
6.Which of the following are the two main components of a systems design?
A. logical design and physical design
B. behavioral design and technological design
C. business objectives and technology requirements
D. front-end systems and back-end systems
7.Which of the following helps you engage your customers in a conversation?
A. shopping cart
B. product database
C. on-site blog
D. site tracking and reporting system
8.Which of the following isnotone of the basic businessobjectives for an e-commerce site?
A. display goods
B. execute a transaction
C. provide production and supplier links
D. optimize system architecture
9.All of the following are simple steps for optimizing web page content except:
A. reducing unnecessary HTML comments.
B. segmenting computer servers to perform dedicated functions.
C. using more efficient graphics.
D. avoiding unnecessary links to other pages on the site.
10.The process of comparing a website with that of its competitors in terms of response speed,quality
of layout, and design is known as:
A. split testing.
B. funnel testing.
C. benchmarking.
D. system testing.
hapter 6: E-commerce Marketing and Advertising Concepts
C
1.Which of the following is not one of the main stages of the online purchasing process?
A. post-purchase service and loyalty
B. awareness
C. engagement
D. conversation
2.All of the following are online communications used to support the evaluation of alternatives stages
of the consumer decision processexcept:
A. search engines.
B. online catalogs.
C. social networks.
D. targeted banner ads.
3.Google introduced which of the following changes to its search algorithm to weed out low quality
sites from search results?
A. Penguin
. Hummingbird
B
C. Panda
D. Knowledge Graph
4.Which of the following forms of online advertising is expected to grow the most between2018 and
2022?
A. paid search
B. sponsorships
C. search engines
D. video (rich media)
5.Which of the following is not true about search engine advertising?
A. Spending on search engine advertising constitutes about 44% of all online advertising
spending
B. The top three search engine providers supply over 95% of all online searches.
C. The click-through rate for search engine marketing has been fairly steady over the years.
D. Search engine advertising is the slowest growing type of online advertising.
6.Which of the following isnota practice that degradesthe results and usefulness of search engines?
A. social search
B. link farms
C. content farms
D. click fraud
7.Which of the following is the most important tool in establishing a relationship with the customer?
A. company website
B. company CRM system
C. Facebook
D. search engine display ads
8.Which of the following involves getting customers to pass along a company's marketing message to
friends, family, and colleagues?
A. affiliate marketing
B. viral marketing
C. native advertising
D. lead generation marketing
9.Which of the following statements about a free pricing strategy isfalse?
A. Free products and services can knock out potential and actual competitors.
B. The free pricing strategy was born in the early days of the Web.
C. It is difficult to convert free customers into paying customers.
D. Free products and services can help build market awareness.
10.Creating multiple variations of information goods and selling these to different market segments at
different prices is called:
A. bundling.
B. customization.
C. dynamic pricing.
D. versioning.
hapter 7: Social, Mobile, and Local Marketing
C
1.Which of the following is the first step in the social marketing process?
A. community
B. amplification
C. fan acquisition
. engagement
D
2.Encouraging users to click a Like button is an example of which step in the social marketing
process?
A. fan acquisition
B. brand strength
C. community
D. amplification
3.Your Facebook News Feed includes all of the following except:
A. status updates.
B. app activity.
C. Likes.
D. Tweets.
4.Ads that appear in a Facebook user's News Feed are called:
A. Marketplace Ads.
B. Promoted Ads.
C. Page Post Ads.
D. Brand Ads
5.Which of the following is a history of your actions on Facebook?
A. News Feed
B. Timeline
C. Ticker
D. Open Graph
6.All of the following marketing tools on Facebook require payment except:
A. Brand Pages
B. Facebook Watch.
C. News Feed Page Post Ads.
D. Mobile Ads.
7.The ratio of impressions to fans is a measure of:
A. engagement.
B. amplification.
C. community.
D. fan acquisition.
8.Which of the following are features of both Pinterest and Twitter?
A. tweets
B. hashtags
C. pins
D. Image Hover widget
9.Which of the following is another term for amplification?
A. impressions
B. reach
C. conversation rate
D. conversion ratio
10.Which of the following isnottrue about FacebookNews Feed Page Post Ads?
A. They have a tiny tag indicating that they are sponsored.
B. They can be liked, shared, and commented on, just like any news feed post.
C. They cannot contain links.
D. They have social context.
