Deck 12: Case Study eBay: Creating Customers on the Move

Question 1

Which of the following is not one of eBay's m-commerce marketing tools?

A) StubHub
B) Fashion
C) RedLaser
D) eBay
E) none of the above

Answer 1

E
For Internet consumer research,all of the above are eBay tools,including the eBay auction site itself.

Question 2

eBay's Selling,Fashion,and RedLaser apps are nonmarketing-controlled information sources.

Answer 2

True

Question 3

The combination of apps and smartphones eliminates __________.The cultural impact of this is that consumers and marketers interact in situations where a purchase would be unthinkable before.

A) downtime
B) driving
C) closed stores
D) in-store browsing
E) comparison shopping

Answer 3

A
The combination of apps with mobile devices enables browsing and purchasing virtually anywhere at any time,especially during downtime.

Question 4

What does it mean when we say m-commerce applications level the playing field for shoppers?

A) Consumers can deal directly with the sellers just like using eBay.
B) m-commerce means tax free shopping in many states.
C) It makes the market a buyer's market.
D) Consumers can comparison shop on the price and features of a product.
E) all of the above

Question 5

m-commerce only benefits online stores.

Question 6

An eBay VP said of his company's m-commerce business,"We want consumers to engage when they don't have a purchase in mind." What kind of consumer involvement does he most likely mean?

A) product involvement
B) enduring involvement
C) shopping involvement
D) emotional involvement
E) all of the above

Question 7

Using a mobile app such as RedLaser,a bar code scanner for smartphones,would assist in what kind of decision making?

A) limited decision making
B) extensive decision making
C) routine decision making
D) all of the above
E) none of the above

Question 8

Using a camera phone and the Fashion app to see how an outfit looks on you is an example of what aspect of the consumer decision-making process?
1)Need recognition
2)Information search
3)Evaluation of alternatives
4)Purchase
5)Postpurchase behavior

A) 1, 2, 4, & 5
B) 3
C) 1, 2, & 3
D) 1 & 3
E) 2 & 3

Question 9

Most people are now comfortable with spending just under $1,000 when making m-commerce purchases.

Question 10

In cultures where consumers are reluctant to use credit cards,they might be just as reluctant to make purchases on a smartphone and thus restrict their m-commerce activities to research.