21.

The term that represents each download of an entire page of information is a ________.

a.	hit
b.	page view
c.	ad view
d.	link view
e.	visit

22.

Shopping basket analysis can be used to:

a.	asess and predict product demand.
b.	develop an understanding of customers purchasing behavior.
c.	improve product placement.
d.	offer a recommendation to a customer.
e.	all of the above

23.

An individual or website that is at the hub of conversations in a social media site is known as a ________.

a.	social media expert
b.	influencer
c.	infomediary
d.	blogger
e.	web bug

24.

Identify which expense metric below belongs to the variable cost subset.

a.	store development costs
b.	monthly commission costs
c.	incremental revenue from new traffic
d.	site maintenance costs
e.	advertising costs

25.

Return on investment (ROI) is a widely used financial metric but suffers from the following weakness:

a.	it includes variable costs and excludes fixed costs
b.	it omits certain financial measures including sales returns
c.	intangible benefits such as innovation are not captured in ROI
d.	revenues, expenses and assets are difficult to calculate making ROI subject to error
e.	none of the above