Question 11 pts
One of the most profound effects of e-commerce growth was
the growth of new business models. How
did social networks affect this?
Social networks were able to aggregate a huge audience that
was bigger than television
Social networks were able to reduce cost of sales
Social networks allowed brick and mortar stores to compete
with new “e-tailers”
Social networks leverage the same Internet hardware and
software
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Question 21 pts
One interesting aspect of traditional shoppers vs online
shoppers in the growth of e-commerce was:
The demographics became very similar
About 42% of all online shoppers also belonged to a social
network
Women were more aggressive Internet shoppers than men
The “baby boomer” genreation dominated sales
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Question 31 pts
How has e-commerce affected traditional advertising?
Enabled the “client server” model of advanced
Internet commerce
Forced the development of the 4 layer TCP/IP shopping model
Forced investment into new wireless 3 Tier software
architectures
Traditional advertising has been “severely
disrupted” as ad spending shifts to e-commerce sites
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Question 41 pts
The text states that there are 8 unique features of
e-commerce technology. What is ubiquity?
technology available everywhere and at any time
sales tax is not collected anywhere on the Internet
client server systems are available
database technology is based on the three tier model
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Question 51 pts
What is the business significance of “richness” in
the context of e-commerce technology?
Live streaming video is avaialble on demand
That luxury goods (richness) are also available on the
Internet e-commerce platforms
Screaming cocker spaniel server technology enables rapid
response to customer questions
Video, audio, and text marketing messages are integrated
into a single marketing message
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Question 61 pts
We talked a lot about “transparency” in our
discussion about e-commerce. Why is this
significant for shoppers?
Enables revealed preferences as a businss model
Enables merchants to discover things about shoppers
Lowered the prices of all items sold through e-commerce
The increase in information density enables makes prices and
costs more available
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Question 71 pts
Why do we care about the effect of the Internet on
information asymmetry in the context of e-commerce?
The Internet increases information asymmetry allowing users
to always have the upper hand in negotiations
The Internet reduces information asymmetry, enables users
all over the world to exchange data and gain bargaining power
E-commerce did not really reduce information asymmetry but
the client-server platform provided more information to the server, rather than
the client
The Internet does not really affect information asymmetry
but increases the amount of information that merchants can collect
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Question 81 pts
How does disintermediation affect e-commerce
enables merchants to disrupt existing business models
increases intermediary layers, raising costs for merchants
reduces intermediary layers, leading to lower costs for
consumers
improves the core competence of the firm
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Question 91 pts
Which firm is an example of a portal e-commerce business
model?
eBay
iTunes
Amazon
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Question 101 pts
Which of the following firms uses a subscription revenue
model?
Wall Street Journal (newspaper)
eBay
Yelp
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Question 111 pts
How does the Internet enable so called long tail marketing?
reduced 42% (approximately) of overhead costs associated
with large inventories of low selling items
enabled the rapid sales of popular music, videos, and books
increased the profitability of selling used books
dramatically lowered the cost of finding very large numbers
of customers at low cost and sell products that have low demand
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Question 121 pts
What is simple definition to describe a relational database?
stores data in a dilithium crystal two tier architecture for
storing large quantities of data
organize data into two dimensional tables with columns and
rows
method of storing data that enables e-commerce databases
best alternative to so-called “borg” databases
where all data will be assimilated
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Question 131 pts
What is the purpose of a primary key in a relational
database table?
a key field used for doing “on the fly”
calculations in a query
a field that uniquely identifies a record in a database
table
part of the schema for the database engine
explains which information is important
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Question 141 pts
What is referential integrity?
a key component of three tier hardware architecture
a key aspect of the client server 5 layer model
a Klingon induced rule to prevent the Borg Queen from taking
over your starship
rules in a database that ensure that relationships between
tables remain constant
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Question 151 pts
What is a data warehouse?
a database that combines business intelligence and
multi-dimensional OLAP cubes
a database that stores current and historical data of
potential interest to decision makers
a database that stores current transactional data (e.g. cash
registers)
a database that stores anlaytics (web site tracking data)
from website operation
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Question 161 pts
What is the purpose of business intelligence tools?
enables users to consolidate, analyze vast amounts of data
for better decision making
tools that enable merchants to gather information from
shoppers and target advertising
tools that allow government agencies to keep more detailed
on records on the behavior of private corporations
tools that scan the Internet to find information about
competitors
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Question 171 pts
How is data mining different from OLAP?
data mining provides insights into corporate data by finding
hidden patterns and relationships
they are essentially the same but data mining is a newer
technology than OLAP
OLAP is only used in financial transactions
data mining is only used financial transactions
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Question 181 pts
What is the function of a router in a corporate network?
its a communication processor used to route packets of data
through different networks, ensuring that the packets get to the right address
a basic connection point to the network
provides interconnect between different computers on a
network
used for domain name lookup services (DNS) that related the
web site names (e.g. google.com) to the actual IP address
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Question 191 pts
What is a protocol?
set of rules and procedures governing transmission of
information between two points on a network
a set of rules that governs packet switching
a set of rules for engaging with consumers via chat lines
a set of rules governing who gets access to databases on a
network
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Question 201 pts
Which protocol is the foundational world wide standard for
communication on the Internet
FTP
TCP/IP
ICANN
CRC
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Question 211 pts
We discussed several network topologies in class. Which topology best represents how the
Internet is organized?
Bus
LAN
Star
Peer to Peer
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Question 221 pts
What are the primary advantages of fiber optic cable over
other types of transmission media?
is faster than all wired media but slower than microwaves
limited in the range of data transmission
only used for audio (voice) transmission
faster, lighter, and more durable and capable of very high
transmission rates
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Question 231 pts
An example of a top level domain in the Internet naming
system is:
sales.expedia.com
edu
google.com
soe.ucsc.edu
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Question 241 pts
A second level domain in the Internet naming system is:
expedia
org
edu
soe.ucsc.edu
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Question 251 pts
Why did the ICANN develop the IPV6 naming systems?
To reduce the ability of malware to inflict damage on
Internet facing servers
To enable net neutrality
original naming system was not designed to handle the
massive number of users and devices
US Government FCC laws required a new system
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Question 261 pts
Why do businesses implement VOIP technology
reduces communication expenses by 20 to 30 percent
enables faster e-commerce transactions
reduces costs of managing VOIP enable databases
reduces the time to switch VOIP encrypted packets on a
network
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Question 271 pts
What is primary purpose of hypertext markup language?
Used for created CODECs- software programs that encode and
decode video content
used in all web pages to format documents and incorporates
dynamic links to other documents and pictures stored on the same or remote
computers
initially developed by Apple in the 1980’s, it was designed
support pointing devices in GUIs
executes much faster than JAVA or Python
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Question 281 pts
What is the purpose of search engine optimization?
improves the quality and volume of traffic to a web site by
enable higher ranking within search engines
used by Amazon Web Services (AWS) to control the flow
downloaded movies (e.g. Netflix)
reduces the latency (time lag) in website responses
improves the ranking of primary keys in relational database
Internet search
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Question 291 pts
What is the central argument for Web 3.0 or the so-called
semantic web?
Expands the number of potential users
Overcomes the limitations of Web 2.0 E-Commerce
That the data on the web should be organized around context
Reduces the amount of website latency in Web 2.0
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Question 301 pts
Which statement best simply describes client server
architecture?
clients support users while servers provide services to the
users
a method for connect users or hosts to the Internet
a way of separate databases from database engines
an alternative to the star network topology
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Question 311 pts
What kind of server is used to support peer to peer
networks?
blue-tooth enabled HTML servers
transaction processing system servers
none but because all hosts have the same functionality
relationship database servers
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Question 321 pts
Which statement is a reason for migrating form two tier
to three tier client server
architecture?
The shared data server may support multiple applications,
support more users, and provide the ability for security and reliability
Two tier architectures were unable to scale
Essentially it was a lower cost alternative as the two tier
architectures relied on older hardware and software
Three tier architectures provide faster responses to
wireless users
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Question 331 pts
One outcome of emergence of the three tier architectures was
its effect on the client. What happened
initially?
Since the logic layer moved to the server side, clients
became “fatter”
Since the logic layer move to the client, logic layer became
“fatter”
Since the logic layer move to the client, logic layer became
“thinner”
Since the logic layer moved to the server side, clients
became “thinner”
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Question 341 pts
In terms of thin and fat clients, how did our in-class discussion help us
understand a Google Chromebook?
essentially, its a fat client
its is a new type of client
Chromebooks are neither thin nor fat
essentially, its a thin client
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Question 351 pts
Three tier partitioning of application functionality results
in the presentation, application logic, and shared data tiers. What is the role of the application logic
tier?
takes inputs from the presentation layers, issues request to
the shared data layer
functions as the client
performs all server functions
enables e-commerce database lookups and stores customer data
such as cookies
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Question 361 pts
In a 3 tier architecture,
the customer logic layer can have multiple hosts. Which statement best
describes a key advantage of this approach?
enables the rapid lookup of external data through APIs
enables a single customer “session” to be handled
by a single 2nd tier host
spreads a single customer session across multiple hosts
using something called multi-threading
reduces latency in underlying database management systems
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Question 371 pts
A primary concern in application and infrastructure software
design is complexity. Which statement
provides a simple description of the root cause of this problem?
increasing size of databases
increasing rate of data transfer from mobile devices to
online databases
rapid decline in the cost of computing
increasing the number of distinct elements (e.g. hosts/users
and servers) and their interactions
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Question 381 pts
What is the core problem of complexity?
databases are getting too big manage with existing tools
only programmers with special skills can manage a single
project
systems cannot be decompsed into smaller units
systems are contain more interactions and elements than any
one person can comprehend or understand
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Question 391 pts
Systems architecture and it’s design is built on a principle
of modularity. Which statement explains
our approach to modularity?
that systems design should begin with smallest elements
first and then larger elements added to create the final system
begin with the 5 layer OSI (Open Systems Interconnect) model
the modularity approach assume that any system to be
decomposed into smaller subsystems that can be managed separately
begin with the three tier architecture
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Question 401 pts
Within the modularity concept, what is functionality
property?
modules are defined and implemented independently of the
system
all modules are chosen or defined as belonging to a specific
group (e.g. sales, marketing etc)
modules can successfully interact with each other
each module itself can be a system
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Question 411 pts
Which example best describes the concept of separation of
concerns in the characteristics of modular software architecture?
senior management has “authority” over lower tiers
of the organization
all modules must have specific security and protections
modules within the sales function can strongly interact but
only “weakly” interact with other parts of the system
all modules can easily interact with all other modules
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Question 421 pts
What is the principle advantage of reuseability in our
discussions about modularity?
enables klingon based router modularity
modules, if properly defined and documented, can be reused
by designers in other systems
shortens the time to market for complex systems
reduces the levels of complexity in hierarchical systems
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Question 431 pts
Which term defines the number of modules and the range of
their functionality in a system architecture?
modularity
functionality
granularity
interfaces
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Question 441 pts
Interfaces are a key concept in software architecture and
modularity. What is the purpose of an
interface?
explains the internal implementation of the module
enables the hierarchy principle of modularity
describes the protocols used inside the module
describes the functions that a module performs but not how
its implemented
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Question 451 pts
Which of the following is considered a data type?
field length
value
name
integer
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Question 461 pts
Which of the statements below best describes the goals of
the layered software architecture?
increase the overall complexity, leading to higher
performance
reducing the number of interfaces to increase throughput
minimize costs and maximize performance
maximize the number of modules in a system
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Question 471 pts
Which statement best describes the principle of layering?
Each layer provides implementation information to layers
above and below
Each layer is client to the layer above
Each layer is a server to the layer above but does not
reveal how the services are implemented
simplest layers are always at the “top”
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Question 481 pts
How is the client concept used in layering?
each client is allowed to communicate with all other layers
does not apply in layering
each layer is a client to the layer below
each client is allowed to communicate with all other clients
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Question 491 pts
What happens to your document as it moves down through the
layers of a software architecture when you want to transmit the document across
a network?
the document is broken into packets
none, the document move intact through the layers to
preserve the context
the document is aggregated into packets
the document is separated into two packets- one containing
the data and the other containing the interpretation
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Question 501 pts
We talked extensively about packet switching networks. How does the packet switching software detect
missing data?
each packet has a special security code
each packet has a sequence number and a byte count
each packet is verified at the destination before the next
packet is sent by the sender
packets are only checked when they sent as all traffic using
TCP/IP has 100% reliability (no need to check at the destination)
