Sample set exam eb bus 5-6-7-9-12

Sample SetExamCh 5-6-7-9
True/False
1) Typically, the more security measures added to an e-commerce site, the slower and more
difficult it becomes to use.____
2) A worm needs to be activated by a user in order for it to replicate itself. .____
3) A Trojan horse appears to be benign, but then does something other than expected. .____
4) Phishing attacks rely on browser parasites. .____
5) In the United States today, single, white, young college-educated males with high income
dominate the Internet in terms of percentage of Internet usage. .____
6) Research has found that of all the standard formats of display ads, leaderboard ads are the
most effective at getting and holding a user's attention. .____
7) Social media influence is an important factor in why consumers choose the online
8) Online traffic is driven by offline brands and shopping. .____
9) By 2014, spending on social marketing will be more than double the amount spent on
mobile marketing. .____
10) In 2013, local online marketing was almost three times the amount of mobile marketing.
.____
11) Traditional desktop marketing remains the largest part of all online marketing. .____
12) Online retail constitutes about 6% of the total retail market today. .____
13) In 2014, the number of online buyers was over 200 million. .____
14) LivingSocial is an example of local commerce. .____
15) Online retailing is the fastest growing retail channel. .____

Multiple
1) All of the following experienced high-profile data breaches in 2013 except:
A) Evernote.
B) Home Depot.
C) Sony.
D) Adobe.
2) Bitcoins are an example of:
A) digital cash.
B) virtual currency.
C) a stored value payment system.
D) an EBPP system.
3) The overall rate of online credit card fraud is ________ % of all online card transactions.
A) less than 1
B) around 5
C) around 10
D) around 15
4) In the United States, the primary form of online payment is:
A) PayPal.
B) Bill Me Later.
C) Amazon Payment.
D) Google Wallet.
5) Around ________ % of households in the United States have broadband access to the
Internet.
A) 45
B) 55
C) 75
D) 85
6) Google introduced which of the following changes to its search algorithm in 2011 to
weed out low quality sites from search results?
A) Penguin
B) Hummingbird
C) Panda
D) Knowledge Graph
7) Which of the following online advertising formats attracted the least amount of spending
in 2014?
A) search
B) classifieds
C) rich media
D) e-mail

8) Which of the following would you implement to collect and analyze your company's Big
Data?
A) data warehouse
B) Hadoop
C) SQL
D) profiling
9) All of the following were popular types of online marketing before 2007 except:
A) e-mail.
B) corporate Web sites.
C) mobile marketing.
D) display ads.
10) Which of the following is not true about social marketing?
A) More than 50% of Twitter's ad revenues are generated by desktop users.
B) Social marketing is growing at around 30% a year.
C) Social marketing differs markedly from traditional online marketing.
D) In social marketing, business cannot tightly control their brand messaging.
11) Which of the following is not true about mobile marketing?
A) Mobile marketing is the fastest growing form of online marketing.
B) Mobile marketing is growing at around 60% a year.
C) A substantial part of mobile marketing should be counted as social marketing.
D) People use most of their mobile minutes while they are on the go.
12) Which of the following is not a major trend in online retail for 2014-2015?
A) About 90% of Internet users in the United States are now online shoppers.
B) Lunchtime purchases are the fastest growing time segment for online retail purchases.
C) Online retailers increase the use of interactive marketing tools such as blogs and user-
generated content.
D) Virtual merchants using a subscription-based revenue model emerge.
13) In the United States, the service sector accounts for approximately ________ % of the
United States GDP.
A) 10
B) 30
C) 50
D) 80
14) Eight of the top ten fastest-growing e-commerce merchants from 2003 to 2013 were:
A) virtual merchants.
B) bricks-and-clicks companies.
C) catalog merchants.
D) manufacturer-direct firms.

15) Omni-channel merchants are also referred to as:
Direct
1) Discuss and explain the various types of malicious code and how they work. Include the
different types of viruses.
2) What is Web analytics software and what is it used for?
3) What has changed in online marketing since 2007?
4) Describe the virtual merchant business model and its unique challenges in becoming
financially viable.
5) Describe the vision of online retailing during the early days of e-commerce. Did these
predictions and assumptions turn out to be true?

5- Case study
Adigitalsignatureor digitalsignatureschemeis a mathematical scheme for demonstrating the
authenticity of a digital message or document. A valid digital signature gives recipient
reason to believe that the message was created by a known sender, and that it was not
altered in transit. Digital signatures are commonly used for software distribution, financial
transactions, and in other cases where it is important to detect forgery or tampering.
Digital signatures are often used to implement electronic signatures, a broader term that
refers tony electronic data that carries the intent of a signature.
But not all electronic signatures use digital signatures. In some countries, including the
United States, India, and members of the European Union, electronic signatures have legal
significance. However, laws concerning electronic signatures do not always make clear
whether they are digital cryptographic signatures in the sense used here, leaving the legal
definition, and so their importance, somewhat confused. Digital signatures employ a type
of asymmetric cryptography. For messages sent through anon secure channel, a properly
implemented digital signature gives the receiver reason to believe the message was sent
by the claimed sender. Digital signatures are equivalent to traditional handwritten
signatures in many respects; properly implemented digital signatures are more difficult to
forge than the handwritten type. Digital signature schemes in the sense used here are
cryptographically based, and must be implemented properly to be effective. Digital
signatures can also provide non-repudiation, meaning that the signer cannot successfully
claimthey did not sign a message, while also claiming their private key remains secret;
further, some non-repudiation schemes offer a time stamp for the digital signature, so that
even if the private key is exposed, the signature is valid nonetheless. Digitally signed
messages may be anything representable as a bit string: examples include electronic mail,
contracts, or a message sent via some other cryptographic protocol.
1- Define digital signature.
2- What are the benefits of digital signature?
3- Name the countries that did not use digital signatures and speak about the
reason.

Solution
True/False
1) Typically, the more security measures added to an e-commerce site, the slower and more
difficult it becomes to use.
Answer: TRUE
Page Ref: 258-259
Difficulty: Moderate
AACSB: Information technology
2) A worm needs to be activated by a user in order for it to replicate itself.
Answer: FALSE
Page Ref: 262
3) A Trojan horse appears to be benign, but then does something other than expected.
Answer: TRUE
Page Ref: 263
4) Phishing attacks rely on browser parasites.
Answer: FALSE
Page Ref: 264, 266
5) In the United States today, single, white, young college-educated males with high income
dominate the Internet in terms of percentage of Internet usage.
Answer: FALSE
Page Ref: 332
AACSB: Application of knowledge
6) Research has found that of all the standard formats of display ads, leaderboard ads are the
most effective at getting and holding a user's attention.
Answer: TRUE
Page Ref: 350
Difficulty: Difficult
7) Social media influence is an important factor in why consumers choose the online
channel.
Answer: FALSE
Page Ref: 335

8) Online traffic is driven by offline brands and shopping.
Answer: TRUE
Page Ref: 338
Difficulty: Easy
9) By 2014, spending on social marketing will be more than double the amount spent on
mobile marketing.
Answer: FALSE
Page Ref: 420
Difficulty: Easy
10) In 2013, local online marketing was almost three times the amount of mobile marketing.
Answer: TRUE
Page Ref: 421
11) Traditional desktop marketing remains the largest part of all online marketing.
Answer: TRUE
Page Ref: 422
12) Online retail constitutes about 6% of the total retail market today.
Answer: TRUE
Page Ref: 570
13) In 2014, the number of online buyers was over 200 million.
Answer: FALSE
Page Ref: 567
14) LivingSocial is an example of local commerce.
Answer: TRUE
Page Ref: 567
15) Online retailing is the fastest growing retail channel.
Answer: TRUE
Page Ref: 567

Multiple
1) All of the following experienced high-profile data breaches in 2013 except:
A) Evernote.
B) Home Depot.
C) Sony.
D) Adobe.
Answer: C
Page Ref: 268
2) Bitcoins are an example of:
A) digital cash.
B) virtual currency.
C) a stored value payment system.
D) an EBPP system.
Answer: A
Page Ref: 309
3) The overall rate of online credit card fraud is ________ % of all online card transactions.
A) less than 1
B) around 5
C) around 10
D) around 15
Answer: A
Page Ref: 271
4) In the United States, the primary form of online payment is:
A) PayPal.
B) Bill Me Later.
C) Amazon Payment.
D) Google Wallet.
Answer: A
Page Ref: 303
Difficulty: Easy

5) Around ________ % of households in the United States have broadband access to the
Internet.
A) 45
B) 55
C) 75
D) 85
Answer: C
Page Ref: 330
6) Google introduced which of the following changes to its search algorithm in 2011 to
weed out low quality sites from search results?
A) Penguin
B) Hummingbird
C) Panda
D) Knowledge Graph
Answer: C
Page Ref: 348
7) Which of the following online advertising formats attracted the least amount of spending
in 2014?
A) search
B) classifieds
C) rich media
D) e-mail
Answer: D
Page Ref: 345
8) Which of the following would you implement to collect and analyze your company's Big
Data?
A) data warehouse
B) Hadoop
C) SQL
D) profiling
Answer: B
Page Ref: 390
9) All of the following were popular types of online marketing before 2007 except:
A) e-mail.
B) corporate Web sites.
C) mobile marketing.

D) display ads.
Answer: C
Page Ref: 420
10) Which of the following is not true about social marketing?
A) More than 50% of Twitter's ad revenues are generated by desktop users.
B) Social marketing is growing at around 30% a year.
C) Social marketing differs markedly from traditional online marketing.
D) In social marketing, business cannot tightly control their brand messaging.
Answer: A
Page Ref: 422
11) Which of the following is not true about mobile marketing?
A) Mobile marketing is the fastest growing form of online marketing.
B) Mobile marketing is growing at around 60% a year.
C) A substantial part of mobile marketing should be counted as social marketing.
D) People use most of their mobile minutes while they are on the go.
Answer: D
Page Ref: 452
12) Which of the following is not a major trend in online retail for 2014-2015?
A) About 90% of Internet users in the United States are now online shoppers.
B) Lunchtime purchases are the fastest growing time segment for online retail purchases.
C) Online retailers increase the use of interactive marketing tools such as blogs and user-
generated content.
D) Virtual merchants using a subscription-based revenue model emerge.
Answer: B
Page Ref: 567
13) In the United States, the service sector accounts for approximately ________ % of the
United States GDP.
A) 10
B) 30
C) 50
D) 80
Answer: D
Page Ref: 593
14) Eight of the top ten fastest-growing e-commerce merchants from 2003 to 2013 were:

Answer: B
Page Ref: 587
15) Omni-channel merchants are also referred to as:
Answer: B
Page Ref: 587

Direct
1) Discuss and explain the various types of malicious code and how they work. Include the
different types of viruses.
Answer: Malicious code includes a variety of threats such as viruses, worms, Trojan horses,
ransomware, and bot programs. A virus is a computer program that can replicate or make
copies of itself and spread to other files. Viruses can range in severity from simple programs
that display a message or graphic as a "joke" to more malevolent code that will destroy files
or reformat the hard drive of a computer, causing programs to run incorrectly. Worms are
designed to spread not only from file to file but from computer to computer and do not
necessarily need to be activated in order to replicate. A Trojan horse is not itself a virus
because it does not replicate but it is a method by which viruses or other malicious code can
be introduced into a computer system. It appears benign and then suddenly does something
harmful. For example, it may appear to be only a game and then it will steal passwords and
mail them to another person. A backdoor is a feature of worms, viruses, and Trojans that
allow attackers to remotely access compromised computers. Ransomware (or also known as
scareware) is a type of malware (often a worm) that locks your computer or files to stop you
from accessing them. Bot programs are a type of malicious code that can be covertly
installed on a computer when it is attached to the Internet. Once installed, the bot responds
to external commands sent by the attacker, and many bots can be coordinated by a hacker
into a botnet.
Page Ref: 261-264
AACSB: Analytical thinking; Information technology; Written and oral communication
2) What is Web analytics software and what is it used for?
Answer: Web analytics is a software package that collects, stores, analyzes, and graphically
presents data on each of the stages in the conversion of shopper to customer process on e-
commerce sites. Web analytics packages help business managers optimize the return on
investment on their Web sites and social marketing efforts, by building a detailed
understanding of how consumers behave when visiting their Web sites. They help analyze
where customers come from, what they do on the site, and which content is most appealing,
as well as how users shop, add to their shopping cart, and whether they abandon their
shopping cart. Web analytics also allows managers to measure the impact of specific
marketing campaigns.
Page Ref: 401-403
AACSB: Analytical thinking; Information technology; Written and oral communication
3) What has changed in online marketing since 2007?
Answer: Since 2007, Facebook and other social networking sites have grown rapidly,
smartphones have taken the market by storm, and local marketing has taken off. Prior to
2007, online marketing consisted of creating a corporate Web site, buying display ads on
Yahoo and purchasing AdWords on Google, and sending e-mail. The display ad was the
most prevalent form of online advertising. "Eyeballs" were the primary measure of a site's
success, and "impressions" were the measure of an advertising campaign's success. Today,
marketing is based on businesses marketing themselves as partners in multiple online

conversations with customers and critics. Marketing requires firms to locate and participate
in conversations happening on social media. Businesses can no longer tightly control their
brand messaging. In addition, in 2007, mobile marketing was in its infancy, but it is now
more than double the size of social marketing and location-based marketing.
Page Ref: 420-421
AACSB: Analytical thinking; Written and oral communication
4) Describe the virtual merchant business model and its unique challenges in becoming
financially viable.
Answer: Virtual merchants are single-channel Web firms that generate almost all their
revenue from online sales. They face a number of challenges. They must build a business
and brand name from scratch quickly, and face many virtual merchant competitors. They
also face large costs in building and maintaining a Web site, building an order fulfillment
infrastructure, and developing a brand name. Customer acquisition costs are high, and the
learning curve is steep. Like all retail firms, their gross margins are low. Therefore, virtual
merchants must achieve highly efficient operations in order to preserve a profit, while
building a brand name as quickly as possible in order to attract sufficient customers to cover
their costs of operations. Most merchants in this category adopt low-cost and convenience
strategies, coupled with extremely effective and efficient fulfillment processes to ensure
customers receive what they ordered as fast as possible.
Page Ref: 577-578

5) Describe the vision of online retailing during the early days of e-commerce. Did these
predictions and assumptions turn out to be true?
Answer: In the early days of e-commerce, entrepreneurial online retailers saw the Web as
one of the largest market opportunities in the United States economy. They believed that
entering the online retail market would be an easy proposition because the new marketing
channel would revolutionize the retail industry. The belief was that the Internet would
greatly reduce both search costs and transaction costs, causing consumers to use the Internet
to find the lowest prices for products. This would result in consumers being increasingly
drawn to the new channel, and only the low-cost, high-service quality e-tailers would
survive. Economists assumed that Web consumers would be rational and cost-driven rather
than brand-name and perceived-value driven.
The entrepreneurs also believed that entry costs to the online retail market would be much
lower than the costs to establish a physical store, and that they could be more efficient at
marketing and order fulfillment than their offline counterparts. They believed they could
inexpensively create compelling Web sites that would attract customers and that these costs
would no doubt be far less than the costs of warehouses, fulfillment centers, and physical
stores. They severely underestimated the costs to build sophisticated order entry, shopping
cart, and fulfillment systems because they believed the technology had already been
developed and furthermore believed with technology prices falling every year, updating and
building any other necessary systems would be economical.
With search engines almost instantaneously connecting consumers to relevant online
vendors, customer acquisition costs would also be negligible. As prices fell, the unwieldy
and outdated offline merchants would be driven out of business and the new entrepreneurs
of the efficient online marketplace would take over. Smart entrepreneurs would exploit first
mover advantages to take their place at the head of the online merchant class and the old
general merchandisers would be locked out of the market.
In some industries, such as apparel, electronics, and digital content, the market would be
disintermediated, eliminating the traditional "middlemen" as manufacturers and distributors
built a direct relationship with the consumer. The Web would become the dominant channel
replacing the physical stores, sales clerks, and sales forces. In other industries, retailers
would outsource the warehousing and order-fulfillment functions and a kind of
hypermediation would occur in which many intermediaries would perform the functions for
the virtual firm.
Unfortunately for many failed businesses and many investors, these assumptions did not
turn out to be correct. The structure of the retail marketplace remained intact, and consumers
have proven to be less price sensitive than the economists expected. In online
merchandising, the importance of brand names to consumers' perceptions of quality and
service has been extended rather than decreased or eliminated. The retail marketplace was
neither disintermediated nor revolutionized. Although an entirely new channel emerged, it
today belongs not to the pure-play, Web only, first movers, but also to the multi-channel
firms with established brand names.
Page Ref: 569-570

Sample set exam eb bus 5-6-7-9-12

Sample set exam eb bus 5-6-7-9-12

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