Ch 15

Question 1

1. Among the actions businesses should take to improve trust in themselves and their brands are:

a. align their business mission with the social good.
b. conduct advertising campaigns to tell why they should be trusted.
c. neither of the above.

Answer 1

a. align their business mission with the social good.

p 410

Question 2

2. Actions taken by consumers to protect the privacy of their data include:

a. boycotting websites.
b. email campaigns.
c. rejecting cookies.

Answer 2

c. rejecting cookies.

p 411

Question 3

3. The dimensions of trust on the Internet include:

a. organizations that monitor behavior of websites.
b. security of personal data.
c. public relations activities of enterprises.

Answer 3

b. security of personal data.

411

Question 4

4. Brands that are trusted by Internet consumers benefit by:

a. reduced cost of customer acquisition.
b. wider visibility.
c. more visitors to their websites.

Answer 4

a. reduced cost of customer acquisition

411

Question 5

5. Which of the following online marketing activities is most disliked by consumers:

a. banner advertising.
b. email newsletters.
c. behavioral tracking.

Answer 5

c. behavioral tracking.

ANS: C REF: p. 413

Question 6

6. What actions are marketing trade groups taking to try to calm the concerns of consumers about behavioral tracking:

a. educating consumers about online behavioral advertising.
b. introducing an icon for advertisers who comply with industry policies.
c. both of the above.

Answer 6

a. educating consumers about online behavioral advertising.
b. introducing an icon for advertisers who comply with industry policies.
c. both of the above.

ANS: C REF: p. 414

Question 7

7. What kinds of data do consumers tend to consider sensitive?

a. health-related.
b. goods and services purchased.
c. websites visited.

Answer 7

a. health-related.

Question 8

8. Privacy on social networks:

a. presents difficult issues for both consumers and marketers.
b. is guaranteed by the social networks.
c. is not generally an issue of concern.

Answer 8

a. presents difficult issues for both consumers and marketers.

416-417

Question 9

9. In the United States, laws have not been passed regulating the collection and use of personal information about:

a. financial activities of consumers.
b. people over 65 years of age.
c. information collected from children.

Answer 9

b. people over 65 years of age.

419-422

Question 10

10. ________ is the law that protects the medical data of patients.

a. FTC
b. COPPA
c. HIPPA

Answer 10

c. HIPPA

ANS: C REF: pp. 422-423

Question 11

11. Among the business practices recommended by the Federal Trade Commission are:

a. greater transparency in consumer data collection policies and practices.
b. a standard privacy policy to be used by all business entities.
c. survey consumers about their attitudes toward the company’s privacy policies.

Answer 11

a. greater transparency in consumer data collection policies and practices.

Question 12

12. ________ is one of the fair information practice principles.

a. Choice
b. Authentication
c. Entitlement

Answer 12

a. Choice

P 424

Question 13

13. A true statement about consumer practices related to the security of their data is:

a. most users are confident that they can identify a phishing email.
b. most users are not sure they are protected from malware.
c. neither of the above.

Answer 13

b. most users are not sure they are protected from malware.

428

Question 14

14. Software that tracks consumer’s activities on the web, usually without their knowledge, is called:

a. openware.
b. spyware.
c. traceware.

Answer 14

b. spyware.

428

Question 15

15. ________ is generally considered the most important data security problem on and off the Internet:

a. Viruses
b. Spam
c. Identity theft

Answer 15

c. Identity theft

ANS: C REF: p. 430

Question 16

16. The law that attempts to bring intellectual property regulation into the digital age is:

a. Fair Information Practices Law.
b. Treaty of Rome.
c. Digital Millennium Copyright Act.

Answer 16

c. Digital Millennium Copyright Act.

ANS: C REF: p. 431

Question 17

17. Which of the following are is not a true statement about intellectual property issues on the Internet?

a. P2P file sharing is acceptable in the eyes of copyright law.
b. The Internet has magnified the problem of protecting intellectual property.
c. Businesses show little concern for intellectual property protection

Answer 17

P2P file sharing is acceptable in the eyes of copyright law.

431-432

Question 18

18. Creative Commons is a:

a. government program to protect intellectual property.
b. voluntary alternative to traditional copyright law.
c. oftware program that protects against malicious content.

Answer 18

b. voluntary alternative to traditional copyright law.

433