::Question 1::

Which tool is most suitable for Website Visitor Tracking?

A. Google Webmaster
B. Google Adwords
C. Google Wave
D. Google Analytics
E. none of these above

ANSWER: D

::Question 2::
Conversion efficiency in Internet marketing conversion process is
calculated by
A. Key outcomes/Active visitors
B. Active visitors/Key outcomes
C. Active visitors/Unique visitors
D. Unique visitors/Target Audience
E. none of the above ANSWER: A

::Question 3::
Awareness efficiency in Internet marketing conversion process is
calculated by
A. Key outcomes/Active visitors
B. Active visitors/Key outcomes
C. Active visitors/Unique visitors
D. Unique visitors/Target Audience
E. none of the above

ANSWER: E

::Question 4::
Disintermediation is
A. The removal of intermediaries such as distributors or brokers that formerly
linked a company to its customers.
B. The creation of new intermediaries such as distributors or brokers that formerly
linked a company to its customers.
C. The creation of new intermediaries between customers and suppliers providing
services such as supplier search and product evaluation.
D. The removal of customers. E. The creation of producer.
ANSWER: A
::Question 5::
E-tailers such as Amazon belongs to
A. Buyer-controlled sites (buy-side at buyer site, many suppliers to one customer)
B. Neutral sites or intermediaries (neutral location – many suppliers to many
customers)
C. Supplier-controlled sites
D. Buy-side at buyer site, many suppliers to one customer
E. Neutral location – many suppliers to many customers
ANSWER: C

::Question 6::
The micro-environment, sometimes known as the operating environment,
includes
A. the marketplace, the organization, economic environment, and technological
environment
B. the marketplace, the organization, its customers, suppliers, competitors, and
intermediaries
C. the marketplace, the organization, politics, legal environment, and taxation
D. the marketplace, the organization, its customers, suppliers, competitors, and social
environment
E. none of the above ANSWER: B

::Question 7::
The macro-environment, sometimes known as the operating environment,
includes
A. environments such as social, technological, economic, political, legal, ethical
and taxation
B. environments such as social, technological, economic, the organization itself
and its customers
C. the marketplace and the organization.
D. nothing, because it is impossible to identify the macroenvironment due to
sheer scale
E. none of the above
ANSWER: A

::Question 8::
Phishing is a form of malicious threats to e-commerce security which
A. gain access to confidential information by creating false identification data such as
the originating network (IP) address
B. fools the organization’s customers with a similar URL to divert customers to a site
which is not the bona fide retailer
C. utilizes rogue software installed on many servers to bombard the targeted site
with millions of data packets.
D. is a specialised form of online identity theft by using spam
e-mail or card reader installed on ATM machines.
E. none of the above

ANSWER: D

::Question 9::
A simple framework for Internet marketing strategy development
starts with
A. marketing objectives and strategies
B. define Internet marketing plan
C. environment analysis
D. maintain and monitor metrics
E. review and modify ANSWER: A

::Question 10::
Dynamic e-business strategy model includes four main stages, which are
A. knowledge building and capability evaluation, E-business design, E-business
execution, and applications development and deployment
B. knowledge building and capability evaluation, E-business design, E-business
blueprint, and business execution
C. knowledge building and capability evaluation, E-business design, E-business
blueprint, and applications development and deployment
D. knowledge building and capability evaluation, E-business assessment, E-
business blueprint, and applications development and
deployment
E. none of the above
ANSWER: C

::Question 11::
SEO stands for
A. Search Engine Organization
B. Search Execution Organization
C. a form of specialized paid search
D. nothing, this word has no meaning
E. Search Engine Optimization
ANSWER: E

::Question 12::
What is the main difference between SEO and PPC?
A. Traffic coming from SEO is not free while traffic generated from PPC is free
B. traffic coming from SEO (organic) is free while traffic generated from PPC is also
free so there is no difference between both approaches.
C. traffic coming from SEO is not free while traffic generated from PPC is also not free
so there is no difference between both approaches.
D. Traffic coming from SEO (organic) is organic while traffic generated from PPC is
not free
E. none of the above ANSWER: D

::Question 13::
Bounce rate refers to
A. total number of visits on your website
B. the percentage of visitors leave before further exploring your website
C. total number of recurring visitors on your website
D. the percentage of visitors bounce from one of your website to another, hence
the word "bounce"
E. total number of visitors remain on the website for a specific duration of time.
ANSWER: B

::Question 14::
A high attrition rate of a website might be due to:
A. wrong audience
B. clumsy site navigation
C. high shipping cost
D. no e-mail notification
E. all of the above

ANSWER: E

::Question 15::
In the context of SERVQUAL, the main online elements of service quality are 1.Tangibles
2.Security 3.Reliability 4. Intangibles 5. Responsiveness 6. Assurance and empathy.
A. elements 1, 2, 3, 4, 5, and 6
B. none of the above
C. all of the above excluding 6
D. all of the above excluding 5
E. only 1, 3, 5, and 6 ANSWER: E

::Question 16::
According to Branthwaite et al. (2000),these types of media are
considered high in intrusiveness
A. TV and print media.
B. Outdoor and print media
C. TV and outdoor media
D. Outdoor and Internet

E. Outdoor and Internet

::Question 17::
CPM in Digital Marketing context stands for
A. cost per million (impressions)
B. cost per mile
C. certified property marketing
D. cost per thousand (impressions)
E. none of the above ANSWER: D

::Question 18::
____________ represent a special type of order taking that entitles customers to a
specific unit of service.
A. Suggestions
B. Reservations
C. Trackers
D. Repossessions
E. Contracts ANSWER: B

::Question 19::
The characteristics of integrated marketing communications (IMC) have been
summarised by Pickton and Broderick (2001) as
A. Coherence
B. Consistency
C. Continuity
D. Complementary
E. All of the above ANSWER: E

::Question 20::
The benefits of e-CRM include
A. Overall lower cost and targeting more cost-effectively
B. Achieving mass customization of the marketing messages C. Increasing
depth and breadth and improve the nature of relationship
D. A learning relationship can be achieved using different
tools throughout the customer lifecycle
E. All of the above ANSWER: E

::Question 21::
A high-level view of the (sequentially) classic customer lifecycle are
A. Acquire, select, retain, extend
B. Select, acquire, retain, extend
C. Select, retain, acquire, extend
D. Extend, retain, acquire, select E. Select, acquire, extend, retain
ANSWER: B
::Question 22::
Which of the following is NOT a browser
A. Mozilla Firefox
B. Google Chrome
C. Apple Safari
D. Microsoft Windows
E. All of the above are browser
ANSWER: D

::Question 23::
In web design context, wireframe (or schematic) is a technique to
A. show the relationships between pages and other content components, and
can be used to portray organization, navigation and labelling systems.
B. set up the recommended infrastructure for IT solutions
C. a basic outline of an individual page, drawn to indicate the elements of a
page, their relationships, and their relative importance.
D. arrange a way of organizing objects on the web site in a
consistent manner
E. none of the above ANSWER: C

::Question 24::
Five stages of information processing described by Hofacker (2000) are
A. Exposure, repression, comprehension & perception, yielding and acceptance, and
retention
B. Exposure, repression, acknowledgement, yielding and acceptance, and retention
C. Exposure, attention, acknowledgement, yielding and acceptance, and retention
D. Exposure, repression, acknowledgement, following, and retention
E. Exposure, attention, acknowledgement, yielding and acceptance, and retention
ANSWER: E

::Question 25::
According to Hofacker (2000), comprehension and perception stage of
information processing refers to
A. user's eyes will be drawn towards headings and content, not graphics and
moving items on a web page
B. whether information presented is accepted by the customers or not
C. the extent to which the information is remembered
D. the user’s interpretation of content
E. content must be present for long enough to be processed
ANSWER: D
::Question 26::
Gleisser (2001) surveyed web site designers to identify consensus on what were success
factors in web site design. These factors are
A. the home page essentials
B. cater for the needs of anticipated users
C. update the web site frequently
D. gathering customer information
E. all of the above ANSWER: E

::Question 27::
These are the important factors for improving search engine ranking through SEO
A. Frequency of occurrence in body copy
B. Number of inbound links (PageRank)
C. Title HTML tag
D. Meta-tags
E. all of them are important factors
ANSWER: E

::Question 28::
Which is NOT a factor for improving search engine ranking through
SEO
A. Frequency of occurrence in body copy
B. Google AdWords
C. Title HTML tag
D. Meta-tags
E. all of them are important factors
ANSWER: B

::Question 29::
Frequency of occurrence in body copy in SEO is
A. A scale between 0 to 10 used by Google to assess the importance of web sites
according to the number of inbound links or backlinks.
B. The keywords in the title tag of a web page that appears at the top of a browser
window are indicated in the HTML code by the <TITLE> keyword
C. part of the HTML file, typed in by web page creators, which is read by the search
engine spider or robot. These are keywords that are part of an HTML page that result in a
higher search listing if they match the typed keyword.
D. The number of times the key phrase is repeated in the text of the web page is a
key factor in determining the position for a keyphrase
E. graphical image that has hidden text associated that is not seen by the user (unless
graphical image is turned off), but will be
seen and indexed by the search engine
ANSWER: D
::Question 30::
Page Rank, or the number of inbound links (backlinks) in SEO is
A. A scale between 0 to 10 used by Google to assess the importance of web sites
according to the number of inbound links or backlinks.
B. The keywords in the title tag of a web page that appears at the top of a browser
window are indicated in the HTML code by the
<TITLE> keyword
C. part of the HTML file, typed in by web page creators, which is read by the search
engine spider or robot. These are keywords that are part of an HTML page that result in a
higher search listing if they match the typed keyword.
D. The number of times the key phrase is repeated in the text of the web page is a
key factor in determining the position for a
keyphrase
E. graphical image that has hidden text associated that is not seen by the user (unless
graphical image is turned off), but will be
seen and indexed by the search engine
ANSWER: A

::Question 31::
Meta-tags is
A. A scale between 0 to 10 used by Google to assess the importance of web sites
according to the number of inbound links or backlinks.
B. The keywords in the title tag of a web page that appears at the top of a browser
window are indicated in the HTML code by the
<TITLE> keyword
C. part of the HTML file, typed in by web page creators, which is read by the search
engine spider or robot. These are keywords that are part of an HTML page that result in
a higher search listing if they match the typed keyword.
D. The number of times the key phrase is repeated in the text of the web page is a
key factor in determining the position for a
keyphrase
E. graphical image that has hidden text associated that is not seen by the user (unless
graphical image is turned off), but will be
seen and indexed by the search engine
ANSWER: C

::Question 32::
Alternative graphic text is
A. A scale between 0 to 10 used by Google to assess the importance of web sites
according to the number of inbound links or backlinks.
B. The keywords in the title tag of a web page that appears at the top of a browser
window are indicated in the HTML code by the <TITLE> keyword
C. part of the HTML file, typed in by web page creators, which is read by the search
engine spider or robot. These are keywords that are part of an HTML page that result in a
higher search listing if they match the typed keyword.
D. The number of times the key phrase is repeated in the text of the web page is a
key factor in determining the position for a keyphrase
E. graphical image that has hidden text associated that is not seen by the user
(unless graphical image is turned off), but will be seen and indexed by the search engine
ANSWER: E

::Question 33::
For promoting an online presence, the weaknesses of SEO are:
A. relatively costly in competitive sectors and low volume compared with SEO
B. relatively costly, mainly relevant for e-retailers
C. Intense competition, may compromise look of site. Changes to ranking
algorithm
D. response rates have declined historically because of banner blindness
E. requires opt-in for effectiveness. Better for customer retention than for
acquisition. Inbox cut-through – message diluted
amongst other e-mails. Limits on deliverability
ANSWER: C

::Question 34::
For promoting an online presence, the advantages of SEO include:
A. relatively low cost and good targeting. Can control linksin
B. highly targeted with controlled cost of acquisition C. main intention to
achieve visit, i.e. direct response model. Useful role in branding also
D. push medium – can’t be ignored in user’s inbox. Can be used for direct response
link to web site
E. Highly targeted, relatively low cost cf PPC. High traffic volumes if effective
ANSWER: E

::Question 35::
For promoting an online presence, the weaknesses of PPC are:
A. relatively costly in competitive sectors and low volume compared with SEO
B. relatively costly, mainly relevant for e-retailers
C. Intense competition, may compromise look of site. Changes to ranking
algorithm
D. response rates have declined historically because of banner blindness
E. requires opt-in for effectiveness. Better for customer retention than for
acquisition. Inbox cut-through – message diluted
amongst other e-mails. Limits on deliverability
ANSWER: A

::Question 36::
For promoting an online presence, the advantages of PPC are:
A. relatively low cost and good targeting. Can control linksin
B. highly targeted with controlled cost of acquisition
C. main intention to achieve visit, i.e. direct response model. Useful role in
branding also
D. push medium – can’t be ignored in user’s inbox. Can be used for direct response
link to web site
E. Highly targeted, relatively low cost cf PPC. High traffic volumes if effective
ANSWER: B

::Question 37::
For promoting an online presence, the advantages of traditional offline advertising are:
A. larger reach than most online techniques. Greater creativity possible,
leading to greater impact
B. highly targeted with controlled cost of acquisition
C. main intention to achieve visit, i.e. direct response model. Useful role in
branding also
D. push medium – can’t be ignored in user’s inbox. Can be used for direct response
link to web site
E. highly targeted, relatively low cost cf PPC. High traffic volumes if effective
ANSWER: A

::Question 38::
For promoting an online presence, the weaknesses of traditional offline advertising are:
A. relatively costly in competitive sectors and low volume compared with SEO
B. relatively costly, mainly relevant for e-retailers
C. Intense competition, may compromise look of site. Changes to ranking
algorithm
D. response rates have declined historically because of banner blindness
E. Targeting arguably less easy than online. Typically high cost of acquisition
ANSWER: E

::Question 39::
Setting overall expenditure levels involved with traditional approaches such as
A. All of the mentioned approaches are suitable.
B. Percentage-of-sales methods
C. Competitive parity methods
D. Affordable method
E. Objective and task method
ANSWER: E

::Question 40::
Which factor does NOT belong to key areas where customers have high expectations of
online retailers
A. timeliness
B. availability
C. security and privacy of information
D. logistics
E. familiarity
ANSWER: E

::Question 41::
The micro-environment, sometimes known as the operating environment, includes the
marketplace, the organization, _______________,
_________________, and ________________.
A. economic environment, and technological environment
B. its customers, suppliers, competitors, and intermediaries
C. politics, legal environment, and taxation
D. its customers, suppliers, competitors, and social environment
E. none of the above
ANSWER: B

::Question 42::
The macro-environment, sometimes known as the operating environment, includes
environments such as social, technological and the
following
A. economic, the organization itself, its customers and competitors
B. economic, the organization itself and its customers
C. the marketplace and the organization.
D. economic, political, legal, ethical environments and taxation
E. none of the above
ANSWER: D

::Question 43::
Which one does NOT belong to Michael Porter’s classic 1980 model of the five main
competitive forces
A. Bargaining power of buyers
B. Bargaining power of suppliers
C. Threat of substitute products and services
D. Economic force
E. Barriers to entry
ANSWER: C

::Question 44::
Service employees are important to customers and competitive positioning,
because the front line ____________.
A. is the most visible part of the firm
B. contains more employees than management
C. is often the first to deal with customer complaints
D. is better trained at dealing with customers than are managers
E. all of the above
ANSWER: A

::Question 45::
According to the revised value chain model, what is the right order for the following item:
1. Procure materials and products 2. Manage selling and fulfillment 3. Market products 4.
Market Research 5. New product development.
A. 12345
B. 54321
C. 45312
D. 25431 E. 54231
ANSWER: C

::Question 46::
According to Michael Porter’s, value chain (VC) can be calculated by
A. VC = (Benefit of each VC activity – its cost) + (Benefit of each interface between
VC activities – its cost)
B. VC = Benefit of each VC activity – its cost
C. VC = Benefit of each interface between VC activities – its cost
D. VC = Benefit of each VC activity + Benefit of each interface between VC
activities
E. All of the above
ANSWER: A

::Question 47::
The 5Ss model of Internet Marketing does NOT include
A. Sell
B. Shop
C. Serve
D. Speak
E. Save
ANSWER: B

::Question 48::
The 5Ss model of Internet Marketing does include the following
A. Sell, Serve, Shop, Speak, Save, Sizzle
B. Sell, Sum, Serve, Speak, Save
C. Sell, Serve, Speak, Save, Sizzle
D. Sell, Serve, Speak, Save
E. none of the entry is correct
ANSWER: C

::Question 49::
According to the 5Ss model of Internet Marketing, the benefit of Save is
A. creating a two-way dialogue through web and e-mail forms and polls and
conducting online market research through formal surveys and informally monitoring chat
rooms to learn about them.
Also speak through reaching them online through PR
B. achieved through giving customers extra benefits online or inform product
development through online dialogue and feedback
C. achieved through providing a new proposition and new experience online while at
the same time appearing familiar
D. achieved through online e-mail communications, sales and service transactions
to reduce staff, print and postage costs
E. there is no such benefit such as Save in the 5S model
ANSWER: D

::Question 50::
According to the 5Ss model of Internet Marketing, the benefit of Sizzle is
A. creating a two-way dialogue through web and e-mail forms and polls and
conducting online market research through formal surveys and informally monitoring
chat rooms to learn about them.
Also speak through reaching them online through PR
B. achieved through giving customers extra benefits online or inform product
development through online dialogue and feedback
C. achieved through providing a new proposition and new experience online while
at the same time appearing familiar
D. achieved through online e-mail communications, sales and service transactions
to reduce staff, print and postage costs
E. there is no such benefit such as Save in the 5S model
ANSWER: D

::Question 51::
Who are the directed information-seekers according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and change
sites by following hyperlinks. Members of this group tend to be novice users (but not
exclusively so) and they may be more likely to click on banner advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be important
locations to visit.
D. These users (sometimes known as compers) want to find the offers available from
sales promotions such as free samples or competitions.
E. These are users looking to interact with the Web for enjoyment through entering
contests such as quizzes, puzzles or interactive multi-player games.
ANSWER: A

::Question 52::
Who are the directed buyers according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and change
sites by following hyperlinks. Members of this group tend to be novice users (but not
exclusively so) and they may be more likely to click on banner advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be important
locations to visit.
D. These users (sometimes known as compers) want to find the offers available from
sales promotions such as free samples or competitions.
E. These are users looking to interact with the Web for enjoyment through entering
contests such as quizzes, puzzles or interactive multi-player games.
ANSWER: C

::Question 53::
Who are the bargain hunters according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and change
sites by following hyperlinks. Members of this group tend to be novice users (but not
exclusively so) and they may be more likely to click on banner advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be important
locations to visit.
D. These users (sometimes known as compers) want to find the offers available
from sales promotions such as free samples or competitions.
E. These are users looking to interact with the Web for enjoyment through entering
contests such as quizzes, puzzles or interactive multi-player games.
ANSWER: D

::Question 54::
Who are the entertainment seekers according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and change
sites by following hyperlinks. Members of this group tend to be novice users (but not
exclusively so) and they may be more likely to click on banner advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be important
locations to visit.
D. These users (sometimes known as compers) want to find the offers available from
sales promotions such as free samples or competitions.
E. These are users looking to interact with the Web for enjoyment through entering
contests such as quizzes, puzzles or interactive multi-player games.
ANSWER: E

::Question 55::
Who are the undirected information-seekers according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and
change sites by following hyperlinks. Members of this group tend to be novice users
(but not exclusively so) and they may be more likely to click on banner advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be important
locations to visit.
D. These users (sometimes known as compers) want to find the offers available from
sales promotions such as free samples or competitions.
E. These are users looking to interact with the Web for enjoyment through entering
contests such as quizzes, puzzles or interactive multi-player games.
ANSWER: B

::Question 56::
Who are the undirected bargain buyers according to Lewis and Lewis (1997)
A. These users will be looking for product, market or leisure information such as
details of their football club’s fixtures. They are not typically planning to buy
online.
B. These are the users, usually referred to as ‘surfers’, who like to browse and
change sites by following hyperlinks. Members of this group tend to be novice
users (but not exclusively so) and they may be more likely to click on banner
advertisements.
C. These buyers are online to purchase specific products online. For such users,
brokers or cybermediaries that compare product features and prices will be
important locations to visit.
D. These users (sometimes known as compers) want to find the offers available
from sales promotions such as free samples or competitions.
E. There is no such behavioral trait according to Lewis and Lewis (1997)
ANSWER: E

::Question 101::
In a report on benchmarking the user experience of UK retail sites,
E-consultancy (2004) identified a useful classification of online shopping behavior to test
how well web site design matches different
consumer behaviors. These traits are
A. Tracker and Hunter
B. Hunter and Explorer
C. Tracker, Hunter, Explorer, and Adopter
D. Tracker, Hunter, and Explorer
E. E-consultancy did not publish such a study with relevant categorization
ANSWER: D

::Question 102::
An alternative view of consumer behavior in using the Internet during the buying process
relates to the well-documented ‘hierarchy of response model’, summarised for example
by Kotler et al. (2001), as made up of the following stages (in sequence order):
A. Awareness, attrition, evaluation, adoption
B. Evaluation, awareness, interest, trial, adoption
C. Adoption, awareness, trial, interest, evaluation
D. Awareness, interest, evaluation, trial, adoption
E. Awareness, evaluation, interest, trial adoption
ANSWER: D

::Question 103::
Which sequence does not belong to the hierarchy of response model developed by Kotler
et al. (2001)
A. Awareness
B. Selection
C. Interest
D. Adoption
E. TrialANSWER: B

::Question 57::
An online intermediary site is
A. A service facilitating the connection, collaboration and exchange
of information between individuals
B. Web site that facilitates exchanges between consumer and business suppliers
C. An intermediary business whose main source of revenue derives from capturing
consumer information and developing detailed profiles of individual customers for use
by third parties.
D. A web site that acts as a gateway to information and services available on the Internet
by providing search engines, directories and other services such as personalised news
or free e-mail.
E. None of themANSWER: B

::Question 58::
An online social network is
A. A service facilitating the connection, collaboration and exchange of information
between individuals
B. Web site that facilitates exchanges between consumer and business
suppliers
C. An intermediary business whose main source of revenue derives from capturing
consumer information and developing detailed profiles of individual customers for use
by third parties.
D. A web site that acts as a gateway to information and services available on the Internet
by providing search engines, directories and other services such as personalised news
or free e-mail.
E. None of them
ANSWER: A

::Question 104::
An infomediary is
A. A service facilitating the connection, collaboration and exchange of information
between individuals
B. Web site that facilitates exchanges between consumer and business
suppliers
C. An intermediary business whose main source of revenue derives from capturing
consumer information and developing detailed profiles of individual customers for
use by third parties.
D. A web site that acts as a gateway to information and services available on the Internet
by providing search engines, directories and other services such as personalised news
or free e-mail.
E. None of themANSWER: C

::Question 59::
An portal is
A. A service facilitating the connection, collaboration and exchange
of information between individuals
B. Web site that facilitates exchanges between consumer and business suppliers
C. An intermediary business whose main source of revenue derives from capturing
consumer information and developing detailed profiles of individual customers for use
by third parties.
D. A web site that acts as a gateway to information and services available on the
Internet by providing search engines, directories and other services such as
personalized news or free e-mail.
E. None of themANSWER: D

::Question 60::
A search engine is
A. A service facilitating the connection, collaboration and exchange
of information between individuals
B. Web site that facilitates exchanges between consumer and business suppliers
C. An intermediary business whose main source of revenue derives from capturing
consumer information and developing detailed profiles of individual customers for use
by third parties.
D. A web site that acts as a gateway to information and services available on the Internet
by providing search engines, directories and other services such as personalised news
or free e-mail.
E. None of themANSWER: E

::Question 61::
The formula for the price elasticity of demand is:
A. price elasticity of demand coefficient = (% change in price) / (%
change in quantity demanded)
B. price elasticity of demand coefficient = (% change in price) * (%
change in quantity demanded)
C. price elasticity of demand coefficient = (% change in quantity demanded) / (%
change in price)
D. price elasticity of demand coefficient = (% change in quantity
demanded) * (% change in price)
E. none of them
ANSWER: C
::Question 62::
The price elasticity of demand is 1.5, we can deduce that:
A. demand is price inelastic
B. supply is elastic
C. demand is perfectly elastic
D. demand is somewhat price inelastic
E. demand is price elastic
ANSWER: E

::Question 63::
What are the disadvantages of SEO:
A. Lack of predictability and continuous investment
B. Time for results to be implemented
C. Complexity and dynamic nature
D. D. Poor for developing awareness in comparison with other media channels
E. All of the answers

::Question 64::
The characteristics of integrated marketing communications (IMC) have been summarized
by Pickton and Broderick (2001) as the 4Cs including these factors:
A. Coherence
B. Consistency
C. Continuity
D. Complementary
E. All of them are characteristics of IMC
ANSWER: E

::Question 65::
According to the classic communications model of Schramm (1955), the
element of "noise" refers to
A. the design and development of the site content or e-mail that aims to convey the
message of the company, and is dependent on
understanding of the target audience
B. this is the external influence that affects the quality of the message; in an Internet
context this can be slow download times, the use of plug-ins that the user cannot
use or confusion caused by too much information on-screen
C. the process of interpreting the message, and is dependent on the cognitive ability of
the receiver, which is partly influenced by the length of time they have used the
Internet
D. occurrences through online forms and through monitoring of on-site behaviour
through log files
E. none of the responses
ANSWER: B

::Question 66::
According to the classic communications model of Schramm (1955), the element of
"encoding" refers to
A. the design and development of the site content or e-mail that aims to convey the
message of the company, and is dependent on understanding of the target audience
B. this is the external influence that affects the quality of the message; in an Internet
context this can be slow download times, the use of plug-ins that the user cannot use
or confusion caused by too
much information on-screen
C. the process of interpreting the message, and is dependent on the cognitive ability of
the receiver, which is partly influenced by the
length of time they have used the Internet
D. occurrences through online forms and through monitoring of on-
site behavior through log files
E. none of the responses
ANSWER: A

::Question 67::
According to the classic communications model of Schramm (1955), the element of
"decoding" refers to
A. the design and development of the site content or e-mail that aims to convey the
message of the company, and is dependent on
understanding of the target audience
B. this is the external influence that affects the quality of the message; in an Internet
context this can be slow download times, the use of plug-ins that the user cannot use
or confusion caused by too
much information on-screen
C. the process of interpreting the message, and is dependent on the cognitive ability of
the receiver, which is partly influenced by the length of time they have used the
Internet
D. occurrences through online forms and through monitoring of on-
site behavior through log files
E. none of the responses
ANSWER: C

::Question 68::
According to the classic communications model of Schramm (1955), the element of
"feedback" refers to
A. the design and development of the site content or e-mail that aims to convey the
message of the company, and is dependent on
understanding of the target audience
B. this is the external influence that affects the quality of the message; in an Internet
context this can be slow download times, the use of plug-ins that the user cannot use
or confusion caused by too much information on-screen
C. the process of interpreting the message, and is dependent on the cognitive ability of
the receiver, which is partly influenced by the length of time they have used the
Internet
D. occurrences through online forms and through monitoring of on-site behavior
through log files
E. none of the responses
ANSWER: D

::::Question 69::
According to the classic communications model of Schramm (1955), the element of
"visioning" refers to
A. the design and development of the site content or e-mail that aims to convey the
message of the company, and is dependent on understanding of the target audience
B. this is the external influence that affects the quality of the message; in an Internet
context this can be slow download times, the use of plug-ins that the user cannot use
or confusion caused by too
much information on-screen
C. the process of interpreting the message, and is dependent on the cognitive ability of
the receiver, which is partly influenced by the
length of time they have used the Internet
D. occurrences through online forms and through monitoring of on-
site behavior through log files
E. none of the responses because this does not belong to the classic
communications model developed by Schramm (1995)
ANSWER: E

::Question 70::
One of the main factors in the context of SERVQUAL model is assurance and empathy,
which will be reflected by the following factor(s):
A. Contacts with call centre
B. Personnalisation
C. Privacy
D. Security
E. All of the responses
ANSWER: E

::Question 71::
One of the main factors in the context of SERVQUAL model is responsiveness, which will
be reflected by the following factor(s):
A. Download speed
B. E-mail response
C. Callback
D. Fulfilment
E. All of the responses
ANSWER: E

::Question 72::
One of the main factors in the context of SERVQUAL model is reliability, which will NOT be
reflected by the following factor(s):
A. Availability
B. Personnalisation
C. Reliability
D. Email-replies
E. All of the responses affect the reliability factor
ANSWER: B

::Question 73::
One of the main factors in the context of SERVQUAL model is tangibles, which will NOT be
reflected by the following factor(s):
A. All of the responses affect the reliability factor
B. Ease of use
C. Content quality
D. Price
E. Security
ANSWER: E
::Question 105::
The main factors in the context of SERVQUAL model are
A. Tangibles
B. Reliability
C. All of the responses are main factors of SERVQUAL model
D. Responsiveness
E. Assurance and empathy
ANSWER: C

::Question 74::
Deise et al. (2000) suggested the following equation for Customer Value (Brand
Perception)
A: Customer value (brand perception) = (Product quantity * Service
quality)/(Price * Fulfillment time)
B. Customer value (brand perception) = (Product quality * Service
quality)/(Price * Fulfillment time)
C. Customer value (brand perception) = (Product quality * Service
quality)/Price
D. Customer value (brand perception) = (Product quality * Service
quality)/Fulfillment time)
E. Deise et al. (2000) did not provide the equation
ANSWER: B

::Question 75::
Deise et al. (2000) suggested that organizations can use the online facilities to enhance
the positioning as follows:
A: Product performance excellence
B. Price performance excellence
C. Transactional excellence
D. Relationship excellence
E. All of them
ANSWER: E

::Question 76::
Varianini and Vaturi (2000) believe that many of the problems have resulted from a
failure to apply established marketing orientation approaches. They summarize their
guidelines as follows: First identify customer needs and define a distinctive
_______________ that will meet them, at a profit. The
_______________ must then be delivered through the right product and service and the
right channels and it must be communicated consistently. The ultimate aim is to build a
strong, long-lasting brand that delivers value to the company marketing it.
With the blank space being:
A. Price proposition
B. Value proposition
C. Internet proposition
D. Place propositionE. Counter proposition
ANSWER: B

::Question 77::
Marketing is the management process responsible for _____________, _____________
and _____________ customer requirements profitably.
A. Supplying, offering, selling
B. Identifying, answering, responding
C. Identifying, anticipating, satisfying
D. procuring, demanding, acquiringE. anticipating, responding, acquiring
ANSWER: C

::Question 78::
What is Business-to-Business (B2B) model:
A. Commercial transactions between an organization and consumers
B. Commercial transactions between an organization and other organizations (inter-
organizational marketing)
C. Informational or financial transactions between consumers, but usually mediated
through a business site.
D. Consumers approach the business with an offer. E. The use of Internet technologies
to provide government services to citizens.
ANSWER: B

::Question 79::
What is Business-to-Consumer (B2C) model:
A. Commercial transactions between an organization and consumers
B. Commercial transactions between an organization and other
organizations (inter-organizational marketing)
C. Informational or financial transactions between consumers, but usually mediated
through a business site.
D. Consumers approach the business with an offer.
E. The use of Internet technologies to provide government services to citizens.
ANSWER: A

::Question 80::
What is Consumer-to-Consumer (C2C) model:
A. Commercial transactions between an organization and consumers B. Commercial
transactions between an organization and other
organizations (inter-organizational marketing)
C. Informational or financial transactions between consumers, but usually mediated
through a business site.
D. Consumers approach the business with an offer.
E. The use of Internet technologies to provide government services to citizens.
ANSWER: C

::Question 81::
What is Consumer-to-Business (C2B) model:
A. Commercial transactions between an organization and consumers B. Commercial
transactions between an organization and other
organizations (inter-organizational marketing) C. Informational or financial
transactions between consumers, but usually mediated through a business site.
D. Consumers approach the business with an offer.
E. The use of Internet technologies to provide government services to citizens.
ANSWER: D

::Question 82::
What is E-Government model:
A. Commercial transactions between an organization and consumers B. Commercial
transactions between an organization and other
organizations (inter-organizational marketing) C. Informational or financial
transactions between consumers, but usually mediated through a business site.
D. Consumers approach the business with an offer.
E. The use of Internet technologies to provide government services to citizens.
ANSWER: E

::Question 83::
The practice of sending a large number of emails to many different mail boxes with
irrelevant information and contents for the purpose of advertisement is called
A. Market research
B. Penetration practice
C. Fishing
D. Spamming
E. There is no formal definition for this practice
ANSWER: D
::QUESTION 84::
The practice of customize your website content and parameters in order to drive
"organic" traffic to your website is called
A. SEO
B. Spam
C. Website development
D. Website reconfiguration
E. PPC
ANSWER: A

::Question 85::
The UK Institute of PR (IPR, 2003) defines Public Relation (PR), as the management of
_____________ – the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its publics.
A. Capital
B. Credential
C. Human resource
D. Reputation
E. Labor

ANSWER: D

::Question 86::
Affiliate marketing is a commission-based arrangement where an eretailer pays sites that
link to it for sales, leads (___-based) or less commonly visitors (___-based).
A. CPA, CPA
B. CPC, CPA
C. CPC, CPC
D. SEO, CPCE.

E. CPA, CPC ANSWER: E

::Question 87::
The purpose of interactive advertising is to deliver the following objective: ___________,
___________, shaping attitudes, soliciting responses, and encouraging retention.
A. Generating leads, encouraging behaviors
B. Generating leads, announcing products
C. Delivering content, enabling transactions
D. blank, blank. There are only 3 objectives for interactive advertising
E. Delivering values, asking for participation
ANSWER: C

::Question 88::
The content within the search engine must be stored and linked such that it can be
indexed by search engine robots to add it to their index is called
A. Link management
B. Structure authoring
C. Search engine visibility
D. Input and syndicationE. Security and access control
ANSWER: C

::Question 89::
_________________ grant different permissions which can be assigned to different roles
of users and some content may only be available through log-in details. In these cases, the
CMS maintains a list of users. This facility is useful when a company needs to use the same
CMS for an intranet, extranet or public Internet site which may have different levels of
permission.
A. Link management
B. Structure authoring
C. Search engine visibility
D. Input and syndication
E. Security and access control
ANSWER: E

::Question 90::
The profile variable of ________ can affect levels of access to technology, computer
literacy, and eventually, the extent to which individuals use the Internet as part of their
shopping routines. This profile variable can also be linked to where people live and again
affect the potential size of the online market.
What profile variable is applicable among those:
A. Household size
B. Household type
C. Age
D. Employment status/Working patterns
E. Mobility ANSWER: C

::Question 91::
The profile variable of _________ has the potential to affect the number of people
involved in purchasing decisions and the direction of influence. For example, research
has shown that in Europe children and teenagers can have a strong influence on
purchasing based on their levels of computing competency. What profile variable is
applicable among those:
A. Household size
B. Household type
C. Age
D. Employment status/Working patterns
E. MobilityANSWER: A

::Question 92::
The profile variable of __________ affects channel access; less mobile targets may be
encouraged to shop online. This also applies to macro-populations, which are poorly
served by public and private transport. A. Household size
B. Household type
C. Age
D. Employment status/Working patterns
E. Mobility ANSWER: E

::Question 93::
In terms of how retailers adopted the Internet (e-retailing development), they could
broadly be divided into two groups:
Group 1: companies that for various reasons perceived the Internet to be a potentially
dangerous environment, with limited commercial potential. For such companies the
approach towards Internet adoption was to watch development and do nothing until such
a time that it became clear that there would be tangible business benefits from making
the investment required to develop an online presence.
Group 2: companies that saw the Internet as a tremendous opportunity to access and
develop new markets on a global scale. For these companies the approach towards
Internet adoption was more complex as they had to determine how to trade success- fully
in this new virtual environment. Many companies adopted an incremental approach,
testing out the feasibility of technological solutions.
Group 1 and group 2 are respectively identified as:
A. Inactive and active
B. Semi-active and reactive
C. Inactive and active
D. Semi-active and activeE. There is officially no such division among companies
ANSWER: A

::Question 94::
Currently there are several different formats that have been adopted by companies
operating in B2C markets. This format sees the Internet as an opportunity to regain some
of their power lost to the
retailers in the past by the shortening of distribution channels.
The process of disintermediation works by the manufacturer excluding the retailer
altogether and marketing directly to the customer, thus shortening the value chain and/or
the supply chain by trading electronically and shifting the balance of power closer to the
end-
consumer. This format is
A. Bricks and clicks
B. Clicks and mortar
C. Pureplays
D. Manufacturers of consumer goods
E. Intermediaries
ANSWER: D

::Question 95::
Virtual merchants designing their operating format to accommodate consumer demands
by trading online supported by a physical distribution infrastructure. Virtual channels have
distinct advantages over traditional marketing channels in that they potentially reduce
barriers to entry. The location issue, considered to be the key determinant of retail
patronage, is in the physical sense reduced, along with the need for sizeable capital
investment in stores. These virtual merchants belong to the category of
A. Bricks and clicks
B. Clicks and mortar
C. Pureplays
D. Manufacturers of consumer goods
E. Intermediaries
ANSWER: B

::Question 96::
Virtual retailers are organizations that operate entirely online. In reality it is almost
impossible for a business to operate online without a point of access to the Internet. (The
broader definition creates confusion with the term ‘clicks and mortar’. A variation of this
category are digital retailers that sell products in digitized
form. These virtual retailers fit into the category of
A. Bricks and clicks
B. Clicks and mortar
C. Pureplays
D. Manufacturers of consumer goods
E. Intermediaries
ANSWER: C

::Question 97::
This KPI shows the proportion of visitors to the site who go on to perform a predefined
action. Naturally, the higher this KPI , the more of visitors are carrying out the desirable
actions on the site, thus the better the site’s performance. This KPI is
A. Abandonment rate
B. Cost Per Conversion (CPC)
C. Conversion rate
D. Bounce rateE. None is correct
ANSWER: C
::Question 98::
This KPI shows the number of people who arrive on the site, scan the landing page and
then leave immediately. This is an important metric, because it can highlight either that
the traffic isn’t targeted enough (keyword choices might be too generic) or that the
landing page design and content aren’t delivering what the visitor
expects. This KPI is A.
Abandonment rate
B. Cost Per Conversion (CPC)
C. Conversion rate
D. Bounce rate
E. None is correct
ANSWER: D

::Question 99::
This KPI comes in a variety of ways – it basically highlights the proportion of the visitors
who start down a predefined conversion funnel (a series of pages leading to a target
action, or conversion) but quit out before committing to the desired action. This KPI is
A. Abandonment rate
B. Cost Per Conversion (CPC)
C. Conversion rate
D. Bounce rateE. None is correct
ANSWER: A

::Question 100::
Which factor does NOT belong to tangible benefits:
A. Product quality
B. Product range and customization
C. Service quality
D. Ease of use
E. Fulfilment
ANSWER: D