OIM 210 FINAL EXAM QUESTIONS & ANSWERS
Which of the following parameters significantly influences the rank of a Web page in
Google's search results? - Answers :The number of other pages linking to a given page
_____ is the process of creating a series of bogus Web sites, all linking back to the
pages one is trying to promote. - Answers :Link fraud
Which of the following statements holds true for search engine optimization (SEO)? -
Answers :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. - Answers :search engine optimization
Which of the following is true of Google's discounting scheme for advertisers? -
Answers :Advertisers pay one cent more than the minimum needed to retain an ad's
position on a page.
Which of the following statements holds true for the term click fraud? - Answers :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. - Answers :Rank-based impression fraud
_____ allows users to pay for goods, store gift cards, and redeem coupons using their
mobile phones. - Answers :Android Pay
A(n) _____ is a search performed on Google or any other search engine. - Answers
:query
The process of computers identifying a user's physical location for the purpose of
delivering tailored ads or other content is called _____. - Answers :geotargeting
Google's stated mission is to: - Answers :organize the world's information and make it
universally accessible and useful.
Over 20 percent of Google's revenues come from running ads on: - Answers :third-party
Web sites.
The bulk of Google's revenue comes from _____. - Answers :advertising
Online ads that include animation, audio, or video are called _____. - Answers :rich
media ads
, Operational effectiveness - Answers :Performing the same tasks better than rivals
perform them.
Sustainable competitive advantage - Answers :Financial performance that consistently
outperforms
industry averages.
Strategic positioning - Answers :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 - Answers :Half assign both their online opportunities and their properties
Freshdirect- why are they successful? What strategies did they follow? - Answers :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: - Answers :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: - Answers :valuable, rare, imperfectly
imitable, and non substitute.
Imitation - Answers :resistant Value Chain Organization
Brand - Answers :Viral marketing
Scale - Answers :Economies of scale
Data - Answers :Differentiation & Switching Costs
Network Effects - Answers :
Switching Costs - Answers :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: - Answers :-e.g. investment in learning a new interface and commands.
Which of the following parameters significantly influences the rank of a Web page in
Google's search results? - Answers :The number of other pages linking to a given page
_____ is the process of creating a series of bogus Web sites, all linking back to the
pages one is trying to promote. - Answers :Link fraud
Which of the following statements holds true for search engine optimization (SEO)? -
Answers :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. - Answers :search engine optimization
Which of the following is true of Google's discounting scheme for advertisers? -
Answers :Advertisers pay one cent more than the minimum needed to retain an ad's
position on a page.
Which of the following statements holds true for the term click fraud? - Answers :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. - Answers :Rank-based impression fraud
_____ allows users to pay for goods, store gift cards, and redeem coupons using their
mobile phones. - Answers :Android Pay
A(n) _____ is a search performed on Google or any other search engine. - Answers
:query
The process of computers identifying a user's physical location for the purpose of
delivering tailored ads or other content is called _____. - Answers :geotargeting
Google's stated mission is to: - Answers :organize the world's information and make it
universally accessible and useful.
Over 20 percent of Google's revenues come from running ads on: - Answers :third-party
Web sites.
The bulk of Google's revenue comes from _____. - Answers :advertising
Online ads that include animation, audio, or video are called _____. - Answers :rich
media ads
, Operational effectiveness - Answers :Performing the same tasks better than rivals
perform them.
Sustainable competitive advantage - Answers :Financial performance that consistently
outperforms
industry averages.
Strategic positioning - Answers :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 - Answers :Half assign both their online opportunities and their properties
Freshdirect- why are they successful? What strategies did they follow? - Answers :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: - Answers :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: - Answers :valuable, rare, imperfectly
imitable, and non substitute.
Imitation - Answers :resistant Value Chain Organization
Brand - Answers :Viral marketing
Scale - Answers :Economies of scale
Data - Answers :Differentiation & Switching Costs
Network Effects - Answers :
Switching Costs - Answers :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: - Answers :-e.g. investment in learning a new interface and commands.
