Deck 7: Consumer Behavior Online

Question 1

According to the text, _____ percent of US consumers used the internet in 2012.

A) 50
B) 60
C) 88
D) 90

Answer 1

C

Question 2

The Internet has moved from a utility to a novelty.

Answer 2

False

Question 3

DSL technology is a method for _____,

A) transmitting wireless data
B) providing video on demand
C) transmitting data at high speed over phone lines
D) connecting high speed cable modems

Answer 3

C

Question 4

Which of the following constitutes the cost of a consumer's resources for exchange?

A) money
B) energy
C) time
D) all of the above

Question 5

Strategies to deal with users with mixed bandwidths include all the following except _____.

A) design for the slowest user
B) use text only Websites
C) design for the fastest user
D) create fast and slow versions of the website

Question 6

Online oxygen is a term coined by which refers to _____.

A) empowering customers
B) multitasking on the internet
C) addictive nature and qualities of the internet
D) instant messaging

Question 7

One way for marketers to watch the trends of internet users is to _____.

A) monitor RSS feeds
B) monitor search terms entered at Google, Yahoo!, and other search engines/directories
C) measure the use of chat rooms
D) all of the above

Question 8

_____ is the idea that there is infinite information, but the demand for it is limited by human capacity.

A) Attention economy
B) Bunkering
C) Time poverty
D) Multiple channel shopping

Question 9

What is the main reason for which consumers do not use the Internet?

A) social
B) political
C) technological
D) all of the above

Question 10

Most online shoppers have either a price or quality orientation.

Question 11

According to the text, some research shows that online shoppers tend to be more _____ oriented than ______ oriented.

A) time; experience
B) goal; experience
C) experience; time
D) experience; goal

Question 12

Which of the following is not one of the social/cultural trends that have impacted online exchange?

A) Information overload
B) Time poverty
C) Work at home
D) None of the above

Question 13

Because time poverty is a problem for today's consumers, they want _____.

A) bunkering
B) appropriate benefits for the time they spend online
C) more multimedia on websites
D) less expensive dial-up connections

Question 14

In order for e-marketers to create effective marketing strategies it is important to understand only what motivates consumers to buy in the short run.

Question 15

Which of the following strategies have been implemented to deal with a mixed bandwith audience for a website?

A) design for the slowest user
B) design for the fastest user
C) design fast and slow versions of the site
D) all of the above

Question 16

Consumers apply psychic resources when web pages are difficult to comprehend.

Question 17

_____ is a basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return.

A) Commerce
B) Barter
C) Exchange
D) Promotion

Question 18

Unfortunately, over half of online shopping carts are abandoned.

Question 19

Which of the following is not identified as one of the five major activities that consumers do as they spend time online?

A) Connect
B) Create
C) Transform
D) Give

Question 20

High bandwidth allows consumers to enjoy which of the following services?

A) phone calls delivered over the Internet
B) delivery of music and movies over the Web
C) real-time virtual reality
D) all of the above

Question 21

What resources must consumers use in exchange for the benefits of the Internet?

Question 22

What are the main social/cultural trends that have impacted online exchange?

Question 23

Streaming media causes fewer consumers to have access to online entertainment.

Question 24

Few Internet users currently seek information online prior to buying products, although this segment holds huge growth potential.

Question 25

From the individual consumer perspective what two technological developments affect online consumer behavior today?

Question 26

Many consumer behavior principles that describe offline buying behavior do not apply to online marketing.

Question 27

What are the individual characteristics that differentiate Internet users from non-users and high users from low users?

Question 28

The most dramatic increase in online trade over the past two years has been in travel reservations.

Question 29

The "killer app" among all media is television.

Question 30

The "killer app" for the global internet is e-mail.