- 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.
a. align their business mission with the social good.
p 410
- Actions taken by consumers to protect the privacy of their data include:
a. boycotting websites.
b. email campaigns.
c. rejecting cookies.
c. rejecting cookies.
p 411
- 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.
b. security of personal data.
411
- Brands that are trusted by Internet consumers benefit by:
a. reduced cost of customer acquisition.
b. wider visibility.
c. more visitors to their websites.
a. reduced cost of customer acquisition
411
- Which of the following online marketing activities is most disliked by consumers:
a. banner advertising.
b. email newsletters.
c. behavioral tracking.
c. behavioral tracking.
ANS: C REF: p. 413
- 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.
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
- What kinds of data do consumers tend to consider sensitive?
a. health-related.
b. goods and services purchased.
c. websites visited.
a. health-related.
- 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.
a. presents difficult issues for both consumers and marketers.
416-417
- 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.
b. people over 65 years of age.
419-422
- ________ is the law that protects the medical data of patients.
a. FTC
b. COPPA
c. HIPPA
c. HIPPA
ANS: C REF: pp. 422-423
- 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.
a. greater transparency in consumer data collection policies and practices.
- ________ is one of the fair information practice principles.
a. Choice
b. Authentication
c. Entitlement
a. Choice
P 424
- 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.
b. most users are not sure they are protected from malware.
428
- Software that tracks consumer’s activities on the web, usually without their knowledge, is called:
a. openware.
b. spyware.
c. traceware.
b. spyware.
428
- ________ is generally considered the most important data security problem on and off the Internet:
a. Viruses
b. Spam
c. Identity theft
c. Identity theft
ANS: C REF: p. 430
- 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.
c. Digital Millennium Copyright Act.
ANS: C REF: p. 431
- 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
P2P file sharing is acceptable in the eyes of copyright law.
431-432
- 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.
b. voluntary alternative to traditional copyright law.
433
