Exam 3 Facebook's Beacon Effort

Exam 3 Chapter 11 T/F Facebook's Beacon effort was a failure largely because it was "opt-out" instead of "opt-in." A. True T/F Facebook (and other apps the firm owns) collectively represent the largest photo-sharing service on the Web, ahead of Picasa, Flickr, and Photobucket, even though all of these other efforts got started before Facebook. A. True T/F Users tend to have more focused intent (often focused on purchase decision-making) when using Google as compared to Facebook. A. True T/F Facebook is especially appealing to organizations looking to share messages with fans since anyone who has "liked" an organization on Facebook will see all of that organization's posts in their news feed. A. False T/F Facebook enjoys significantly higher click-through rates than Google. A. False One of Facebook's key resources for competitive advantage is: A. High switching costs Investor groups that provide funding in exchange for an ownership stake in the firm are called _____. A. Venture capital firms Which of the following statements is true of the term "cloud"? A. It refers to a collection of computing resources available for access over the Internet _____ is a term that refers to a closed network or single set of services controlled by one dominant firm. A. Walled garden Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory for running advertisements. This can be attributed to: A. Content adjacency The term "social graph" refers to: A. the global mapping of users and organizations, and how they are related _____ is the biggest photo-sharing site on the Web, taking in around three billion photos each month. A. Facebook Users of Google and other search engines are said to be on a hunt because they: A. are there to seek information to drive a specific action. Studying Facebook provides a context for understanding which of the following: A. all of the above a) network effects b)platform partnerships c) privacy d)business value of social media The deep Web refers to: A. sites that cannot be indexed by Google and other search engines Mark Zuckerberg, the founder of Facebook, ensured that he remained in control of the firm even after it went public by: A. retaining a majority of voting rights in the public company Ads are often billed based on _____. A. Cost per thousand impressions Facebook has offered a system where website operators can choose to accept a user's Facebook credentials for logging in. Website operators appreciate this feature because: A. users can access websites without creating an account, reducing a potential barrier to customer acquisition. Which of the following statements is true of localization? A. It refers to adapting products and services for different languages and regional differences. When a firm has an IPO, it is said to have: A. gone public, selling shares on a public stock exchange for the first time. Chapters 12+13 T/F The more application software that is available for a platform, the less valuable it potentially becomes. A. False T/F A PC, laptop, or any other small computer can be set up to run server software. A. True T/F Most messages sent between Web services are coded in XML. A. True T/F Determining product/market fit is often very expensive for entrepreneurs, since it amounts, essentially, to fully building out a firm's website and operational model. A. False T/F Since product focus is so important for a startup, Rent the Runway has resisted the urge to offer anything other than high-end dress rental. A. False T/F Rent the Runway only hires newly-minted college graduates for its Data Analytics Team, choosing to home grow talent. A. False Which of the following is NOT true about mobile app development? A. Mobile apps are considered far easier to develop than websites, in fact, most managers can create robust apps using drag-and-drop tools Circle the equation that is true most firms with a profitable customer base: A. Customer Acquisition Costs < CLV = NPV (future customer profits) _____ refers to the practice of ensuring that an organization's systems operate within required legal constraints, and organizational obligations. A. Compliance Which of the following functions is likely to be performed by enterprise software? A. Inventory tracking Microsoft's Xbox operating system provides Xbox programmers with a set of common standards to use to access controllers, the Kinect motion sensor, play sounds, draw graphics, save files, and more. Without this, games would: A. Cost more Systems that use data created by other systems to provide reporting and analysis for organizational decision-making are called _____ systems. A. Business intelligence A(n) _____ is an application that includes an editor, a debugger, and a compiler, among other tools. A. Integrated development environment This process of converting a code into machine-readable form is known as: A. compiling Which of the following is not a component of the scrum approach? A. Reviews Which of the following technologies is(are) being used to replace the older EDI for specifying data standards? A. Both (a) and (c. Extensible markup language) _____ provide the standards, syntax, statements, and instructions for writing computer software. A. Programming languages _____ are software systems designed to support interoperable machine-to-machine interaction over a network. A. Web services Which of the following is true of the difference between operating systems and application software? A. Operating systems control the hardware, while application software performs the work that users and firms are directly interested in accomplishing. If a computer system can be equated to a layered cake, which of the following combinations represents the computer system in the bottom-to-top order? A. Hardware, operating system, application, user Chapter 14 T/F App stores can lower distribution costs compared to packaged software alternatives. A. True T/F SaaS offerings usually work well when the bulk of computing happens at the client end of a distributed system. A. False T/F SaaS and the utility computing-style efforts differ widely in terms of the benefits and risks they offer. A. False T/F Conventional software firms treat their intellectual property as closely guarded secrets and almost never provide the source code for their commercial software products. A. True T/F App stores are exclusively focused on smart-phone markets. A. False Which of the following is true of software as a service (SaaS)? A. It refers to software that is made available by a third-party online Cloud computing is not typically suited for situations: A. where complex legacy systems have to be ported _____ allow(s) a server to run what amounts to a copy of a PC—OS, applications, and all—and simply deliver an image of what's executing to a PC or other connected device. A. Virtual desktops The software business is extremely profitable compared to the hardware business because: A. the marginal cost to produce an additional copy of a software product is effectively zero Employees, at their own initiative, can go to SocialText or Google Sites and set up a wiki, WordPress to start blogging, or subscribe to a SaaS offering like SalesForce.com, all without corporate oversight and approval. This _____ of technology is one of the challenges associated with the adoption of SaaS models. A. consumerization Which of the following statements relating to open source software is true? A. The flagship OSS product is the Linux operating system, now available on all scales of computing devices The cost of producing an additional unit of a product is known as its: A. Marginal cost One of the risks associated with SaaS is the: A. Dependence on a single vendor All of the costs associated with the design, development, testing, implementation, documentation, training and maintenance of a software system are collectively termed as: A. Total cost of ownership Which of the following is one of the characteristics of using software as a service model? A. Scalable items App developers often lament the ______________ created within apps where data is more tightly controlled by a service provider and where firms must comply to the usage policies of the platform provided. A. Walled garden Less popular open source products are not likely to attract the community of users and contributors necessary to help improve these products over time. This situation reiterates the belief that _____ are a key to success. A. Network effects A server running _____ can create smaller compartments in memory that each behave as a separate computer with its own operating system and resources. A. Virtualization software Products and services designed to target a specific industry are known as _____. A. Vertical niches _____ is a term used to describe unpredictable, but highly impactful events. A. Black swans Chapters 15+17 An attack on the US power grid by terrorists or a foreign power is indicative of: A. cyberwarfare Which of the following is a valid statement on information security? A. Information security is everybody's responsibility The term _____ originally referred to a particularly skilled programmer. A. hacker Cyber criminals who infiltrate systems and collect data for illegal resale are called _____. A. Data harvesters One of the major problems with the Heartbleed bug in OpenSSL software is that: A. the software was embedded in many hardware products that could not be easily patched with automatic software updates T/F Skittish and untrusting managers should realize that the first findings of analytics always reveal an optimal course of action. A. False T/F While most tech firms are still overwhelmingly male-dominated, AI education is made up of nearly 50 percent women. A. False Most transactional databases are not set up to be simultaneously accessed for reporting and analysis. As a consequence: A. data is not efficiently transformed into information Which of the following is not considered an advantage of Hadoop? A. Relational structure _____ are model-building techniques where computers examine many potential solutions to a problem, iteratively modifying various mathematical models, and comparing the mutated models to search for a best alternative function. A. Genetic algorithms __________ is a type of AI often broadly defined as software with the ability to learn or improve without being explicitly programmed. A. Machine learning Which of the following is not a step in developing and deploying more ethical and less riskprone systems? A. Use AI in the hiring process A _____ is a system that provides rewards and usage incentives, typically in exchange for a method that provides a more detailed tracking and recording of consumer activity. A. Loyalty program _____ is the term used to describe raw facts and figures. A. Data _____ is the process of using computers to identify hidden patterns in and to build models from large data sets. A. Data mining What is Walmart’s motivation for sharing data with its supply partners? A. Lowering prices of products _____ put(s) users in control so that they can create custom reports on an as-needed basis by selecting fields, ranges, summary conditions, and other parameters. A. Ad hoc reporting tools Which of the following conditions is essential for data mining to work? A. The events in the data should reflect current and future trends In database systems, a _____ refers to a list of data. A. file In database systems, a table is also known as a _____. A. file Chapter 18 T/F Law firms are consistently the lowest cost-per-click rate bidders for keyword ads, but they run the most ads, making them significant contributors by volume. A. F T/F Even if an advertiser is willing to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results. A. T T/F Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services. A. T T/F Google's interest-based ads have been accused of profiling users on the basis of race, religion, sexual orientation, health, political, or trade union affiliation, and certain financial categories. A. F Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase. A. Cost-per-action ads How is Google Glass being used in the medical profession? A. All of the above - a. a. To provide instant access to patient information b. b. To stream surgery for observation and commentary from experienced mentors c. c. To capture dictated notes and images from field EMTs to better help doctors prepare for a patient's arrival d. d. To monitor symptoms and post-medication reminders for patients The website displayed when a user clicks on an ad is called the: A. Landing page Which of the following parameters significantly influences the rank of a Web page in Google's search results? A. The number of other pages linking to a given page Which of the following statements holds true for search engine optimization (SEO)? A. It refers to the process of improving a page's organic search results. _____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users. A. Proxy servers The _____ refers to a situation where ads appear alongside text the advertiser would like to avoid. A. content adjacency problem Link farming is a type of online advertising fraud where fraudsters attempt to: A. create a series of bogus Web sites, all linking back to a page, in the hope of increasing that page's results in organic search A(n) _____ is a search performed on Google or any other search engine. A. Query Which of the following do ad networks use for customer profiling and ad targeting? A. Cookies "Cookies cannot reliably identify individual users." Which of the following is the reason for the statement shown above? A. Individual users use different browsers on the same computer to surf the Web. What is the design and content of an advertisement referred to as? A. The creative Which of the following measures can advertisers take to prevent embarrassment through content adjacency issues? A. Using negative keywords Which of the following statements holds true for the term opt-in? A. It refers to a program—typically a marketing effort—that requires customer consent. Search engines use _____, or Web crawlers, to discover documents for indexing and retrieval. A. Spiders (Web Crawling Spiders) In online advertising, the term "impression" refers to: A. each time an ad is shown. Which of the following is true of Google's discounting scheme for advertisers? A. Advertisers pay one cent more than the minimum needed to retain an ad's position on a page Your reading and our class discussions pointed out that botnets or zombie attacks are most likely to be used to commit which of the following types of fraud? A. Enriching click fraud What is a "black hat SEO"? A. Using unauthorized (and Google-prohibited) techniques to improve a page's search results Which of the following statements holds true for the term opt-out? A. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation if they want to A walled garden refers to a: A. closed network or single set of services controlled by one dominant firm. Which of the following is not true of Google Stadia? A. None of the following?: a) It leverages cloud smarts and YouTube b) It can support a faster gaming experience than any console available at the time of launch c) A price point of $10 a month allows it a place in the $180 billion industry. d) It eliminates the console and integrates a different custom controller for each platform: TV, PC, Chromebook, tablet, and phone. _____________ occurs by repeatedly searching keywords linked to rival ads with the goal of reducing the rival's click through rate. A. Rank-based impression fraud The bulk of Google's revenue comes from _____. A. advertising Online ads that include animation, audio, or video are called _____. A. Rich media ads If a firm's pages are not near the top of query results, customers may never discover its website. This has led to _____ becoming a critical function for many marketing organizations. A. search engine optimization Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of: A. Image ads (display ads) Which of the following statements holds true for the term click fraud? A. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget _____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple websites. A. Third-Party Cookies T/F Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website. A. False T/F Much of the technology used by Google consists of components such as microprocessors and hard drives that might be found in conventional home computers. A. True T/F The more activity an ad network can monitor, the greater the chance that it can uncover patterns that are anomalous. A. True T/F Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic search rankings. A. True T/F Google earns more annual advertising dollars than any other U.S. media company. A. True Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period. A. False Which of the following statements holds true for the term spider? A. It refers to software that traverses available Web links in an attempt to perform a given task Which of the following statements holds true for the term cache? A. It refers to a temporary storage space used to speed computing tasks Display ads sold on a cost per thousand impressions basis often focus on: A. creating awareness of an advertiser's brand Ad rank on Google is calculated using the equation: Ad Rank = f (_______________, Quality Score, expected impact of extensions and formats). A. Maximum CPC Which of the following statements holds true for the term plug-in? A. It refers to a small computer program that extends the feature set or capabilities of another application Which of the following statements holds true for the term deep Web? A. It refers to Internet content that can't be indexed by Google and other search engines Which of the following represents the market capitalization of a firm? A. Share price × Number of shares