The velocity dimension of Big Data refers to
a. the amount of data being collected.
b. the pace of data flow, both in and out of a firm.
c. the consistency of the data collection process.
d. the diversity of types or forms of data.
e. the speed at which data is transmitted through the company network.
Question 2Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?
a. The fact that the Internet gives consumers a new and efficient way to communicate with each other.
b. Internet presence legitimized brands that claim to be technological.
c. The opportunities for enticing and informative creative techniques in message design allows it to be emotionally compelling like never before.
d. The fact that the Internet is always evolving, just as strong brands do when managed by smart marketers.
Question 3When a proposed positioning for a brand represents a competitive advantage for a trivial product feature or benefit, but does not represent something that would give consumers compelling reasons to select the brand positioned as such, this would be considered a ____ option.
a. loser
b. winner
c. swimming-up-the-river
d. promote-competitors
e. match-competitors
Question 4The marketing concept of service-dominated logic includes which of the following concepts?
a. Services are a key component of modern economic systems.
b. Customers are always co-creators of value.
c. Neither of the above.
Question 5The volume dimension of Big Data refers to
a. the amount of data being collected.
b. the pace of data flow, both in and out of a firm.
c. the consistency of the data collection process.
d. the diversity of types or forms of data.
e. the capacity of the storage units on which data is stored.
Question 6Which of the following is (are) true of click fraud?
a. It occurs when the advertiser has a flat site management fee in place with the site provider.
b. Over 60 of on-line advertisers have suffered from click fraud in the past year.
c. Not only is it annoying and costly, it is illegal.
d. It is only a serious problem for small entrepreneurial businesses who don't have the security procedures in place that large firms do.
Question 7A positioning statement that neither reflects a brand's advantage nor motivates consumers to action ____.
a. is a winner
b. is a loser
c. promotes competitors
d. is swimming up the river
e. is swimming up the river without a paddle
Question 8Over the years FedEx has enhanced customer value by:
a. giving customers tools to track their own shipments.
b. giving customers tools to activate FedEx Office orders.
c. both of the above.
Question 9Which of the following is NOT one of the four dimensions of the framework for understanding Big Data?
a. Volume
b. Vastness
c. Velocity
d. Variety
e. All of these are dimensions of the framework.
Question 10The measurement of Web audience that is the least accurate is
a. hits. c. visits.
b. pages. d. users.
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