OIM 210 FINAL EXAM QUESTIONS & ANSWERS
Which of the following statements holds true for the term click fraud? - Answer -It refers
to the generation of bogus clicks, either for financial gain or to attack rivals by draining
their online ad budget.
_____________ occurs by repeatedly searching keywords linked to rival ads with the
goal of reducing the rival's click through rate. - Answer -Rank-based impression fraud
_____ allows users to pay for goods, store gift cards, and redeem coupons using their
mobile phones. - Answer -Android Pay
A(n) _____ is a search performed on Google or any other search engine. - Answer -
query
Which of the following parameters significantly influences the rank of a Web page in
Google's search results? - Answer -The number of other pages linking to a given page
Google's stated mission is to: - Answer -organize the world's information and make it
universally accessible and useful.
Over 20 percent of Google's revenues come from running ads on: - Answer -third-party
Web sites.
The bulk of Google's revenue comes from _____. - Answer -advertising
Online ads that include animation, audio, or video are called _____. - Answer -rich
media ads
Operational effectiveness - Answer -Performing the same tasks better than rivals
perform them.
_____ is the process of creating a series of bogus Web sites, all linking back to the
pages one is trying to promote. - Answer -Link fraud
Which of the following statements holds true for search engine optimization (SEO)? -
Answer -It refers to the process of improving a page's organic search results.
If a firm's pages are not near the top of query results, customers may never discover its
Web site. This has led to _____ becoming a critical function for many marketing
organizations. - Answer -search engine optimization
Which of the following is true of Google's discounting scheme for advertisers? - Answer
-Advertisers pay one cent more than the minimum needed to retain an ad's position on
a page.
, The process of computers identifying a user's physical location for the purpose of
delivering tailored ads or other content is called _____. - Answer –geotargeting
Sustainable competitive advantage - Answer -Financial performance that consistently
outperforms
industry averages.
Strategic positioning - Answer -Performing different tasks than rivals, or the same tasks
in a different way.
Ex: online grocery store doing things far different than others
-Commodity vs. Differentiated goods.
Straddling - Answer -Half assign both their online opportunities and their properties
Freshdirect- why are they successful? What strategies did they follow? - Answer -What
they did was a lot different from how others were doing it. They strategically used only
the freshest and best quality food
Inventory turnover: - Answer -It is the number of times inventory is sold or used during
a given period. A
higher figure means that a firm is selling products quickly.
Resource-based view of competitive advantage: - Answer -valuable, rare, imperfectly
imitable, and non substitute.
Imitation - Answer -resistant Value Chain Organization
Brand - Answer -Viral marketing
Scale - Answer -Economies of scale
Data - Answer -Differentiation & Switching Costs
Network Effects - Answer -
Switching Costs - Answer -if you aren't hard to switch from "you're doomed" !!!
-Learning costs:
-Information and data:
-Financial commitment:
-Contractual commitments:
- Search costs:
- Loyalty programs:
Learning costs: - Answer --e.g. investment in learning a new interface and commands.
Which of the following statements holds true for the term click fraud? - Answer -It refers
to the generation of bogus clicks, either for financial gain or to attack rivals by draining
their online ad budget.
_____________ occurs by repeatedly searching keywords linked to rival ads with the
goal of reducing the rival's click through rate. - Answer -Rank-based impression fraud
_____ allows users to pay for goods, store gift cards, and redeem coupons using their
mobile phones. - Answer -Android Pay
A(n) _____ is a search performed on Google or any other search engine. - Answer -
query
Which of the following parameters significantly influences the rank of a Web page in
Google's search results? - Answer -The number of other pages linking to a given page
Google's stated mission is to: - Answer -organize the world's information and make it
universally accessible and useful.
Over 20 percent of Google's revenues come from running ads on: - Answer -third-party
Web sites.
The bulk of Google's revenue comes from _____. - Answer -advertising
Online ads that include animation, audio, or video are called _____. - Answer -rich
media ads
Operational effectiveness - Answer -Performing the same tasks better than rivals
perform them.
_____ is the process of creating a series of bogus Web sites, all linking back to the
pages one is trying to promote. - Answer -Link fraud
Which of the following statements holds true for search engine optimization (SEO)? -
Answer -It refers to the process of improving a page's organic search results.
If a firm's pages are not near the top of query results, customers may never discover its
Web site. This has led to _____ becoming a critical function for many marketing
organizations. - Answer -search engine optimization
Which of the following is true of Google's discounting scheme for advertisers? - Answer
-Advertisers pay one cent more than the minimum needed to retain an ad's position on
a page.
, The process of computers identifying a user's physical location for the purpose of
delivering tailored ads or other content is called _____. - Answer –geotargeting
Sustainable competitive advantage - Answer -Financial performance that consistently
outperforms
industry averages.
Strategic positioning - Answer -Performing different tasks than rivals, or the same tasks
in a different way.
Ex: online grocery store doing things far different than others
-Commodity vs. Differentiated goods.
Straddling - Answer -Half assign both their online opportunities and their properties
Freshdirect- why are they successful? What strategies did they follow? - Answer -What
they did was a lot different from how others were doing it. They strategically used only
the freshest and best quality food
Inventory turnover: - Answer -It is the number of times inventory is sold or used during
a given period. A
higher figure means that a firm is selling products quickly.
Resource-based view of competitive advantage: - Answer -valuable, rare, imperfectly
imitable, and non substitute.
Imitation - Answer -resistant Value Chain Organization
Brand - Answer -Viral marketing
Scale - Answer -Economies of scale
Data - Answer -Differentiation & Switching Costs
Network Effects - Answer -
Switching Costs - Answer -if you aren't hard to switch from "you're doomed" !!!
-Learning costs:
-Information and data:
-Financial commitment:
-Contractual commitments:
- Search costs:
- Loyalty programs:
Learning costs: - Answer --e.g. investment in learning a new interface and commands.
