Deck 17: Engaging Consumers Through Online Marketing

Question 1

The cost of information search is based on how difficult it is to acquire information in terms of time.

Answer 1

False

Question 2

When giving consumers options among product attributes while shopping online, it is good to make options negatively correlated to force consumers to make trade-offs.

Answer 2

True

Question 3

A picture frame would likely be an example of a search good.

Answer 3

True

Question 4

Consumers often make better decisions if they use a compensatory strategy rather than a non-compensatory strategy.

Question 5

When consumers use a non-compensatory strategy, they don't make tradeoffs across attributes, and a bad attribute usually leads to the rejection of an alternative.

Question 6

An e-tailer is a retailer that operates on the Internet.

Question 7

In comparing two online e-tailers, Wahnart.com vs.DeepDiscounts.com, Wahnart.com should be considered the better online business based on brand name reputation and the fact that Walmart has a brick and mortar store.

Question 8

Consumers are less likely to use a compensatory strategy if a web site is organized by options rather than by attributes.

Question 9

Use of a risk-free return policy to build tmst and to assure consumers that its products are of high quality would be an effective way to sell an experience good for an e-tailer.

Question 10

E-tailers are usually better at selling search and credence goods than experience goods.

Question 11

According to your readings, in a recent study of online retailers by BizRate.com, it was found that online business success depends on the brand being sold, the number of products sold by thee-tailer, and the quickness with which consumers could navigate the web site.

Question 12

Internet marketing uses one-way communications between marketers and consumers with fast response times between communications and low levels of response contingency.

Question 13

Information search is greater and information search costs are higher in online (vs.off-line) envirornnents.

Question 14

A bottle of wine would be considered an experience good.

Question 15

Online stores usually offer greater customization to consumers than brick and mortal stores.

Question 16

The quality of search goods can be examined by simply examining the product.

Question 17

Online stores have virtually unlimited inventory because suppliers are always willing to fulfill orders regardless of the customization requirements.

Question 18

Flow is experienced when people perform an activity skillfully with in-depth thought and effort.

Question 19

Interactivity makes it easy for consumers to provide e-tailers with the information that they want-including credit card numbers, e-mail addresses, shipping addresses, personal preferences, and purchase histories.

Question 20

The quality of experience goods can only be determined by long term use of the product.

Question 21

Search costs are lower in online environments than in offline environments, such as the grocery store.

Question 22

The quality of , can only be determined by touching, feeling, or using the product.

A)information goods
B)search goods
C)experience goods
D)credence goods
E)online products

Question 23

If an online business wanted to be successful, the company would be best served to have:

A)strong brand name reputation
B)a bricks and mortar operation that is well known
C)a wide variety of products
D)an efficient product delivery system
E)All of the above are correct.

Question 24

Involvement and risk are often positively correlated when making a purchasing decision.

Question 25

A recommendation agent is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories.

Question 26

Cost transparency can actually lower brand loyalty.

Question 27

A comparison matrix is an reporting aid that helps consumers evaluate reviews of a product by providing a Consumer Reports style brand-by-attribute matrix that makes the decision for the customer as to which brand is best.

Question 28

Which of the following would most likely be considered a credence product?

A)silvenvare
B)coffee mug
C)box of donuts
D)laptop computer
E)toothbrush

Question 29

The biggest difference between online stores and brick and mortar stores is that online stores offer greater and greater .

A)availability; accuracy
B)choice; customization
C)value; choice
D)opportunity; preference
E)discretion; evaluation

Question 30

In comparing two online e-tailers, Target.com vs.DavesDeepDiscounts.com, Target.com should be considered the better online business based primarily on:

A)a more descriptive name
B)a bricks and mortar operation that is well known
C)a wide variety of products
D)an efficient product delivery system
E)a better brand logo

Question 31

refers to how much information consumers attempt to acquire.

A)Information search
B)Information search costs
C)Web 2.0
D)Information symmetry
E)Compiling information

Question 32

A picture frame would most likely be considered a:

A)information good
B)search good
C)experience good
D)credence good
E)online product

Question 33

The relationship between prior knowledge and the amount of information search a consumer will engage in is a positive correlation.

Question 34

Traditional mass marketing uses tools like television, radio, newspapers and magazines to deliver a(n) message to consumers about product benefits.

A)one-way
B)two-way
C)bilateral
D)customized
E)interactive

Question 35

The quality of can be examined by simply examining the product or a picture of the product.

A)information goods
B)search goods
C)experience goods
D)credence goods
E)online products

Question 36

In a recent study of755 e-tailers from BizRate.com, it was found that online business success depends on all of the following except:

A)brand name reputation
B)types of products sold
C)ease with which consumers could navigate the web site
D)web site's domain name
E)All of the above are correct.

Question 37

A new clothing line is being developed called "Red Hawk" enterprises.If Red Hawk sold clothes via a brick and mortar shop, it will most likely improve sales of Red Hawk's e-tailing efforts.

Question 38

Liz loves to shop online.When she get on her favorite shopping web site, it is fun and effortless.When Liz shops online, she experiences:

A)continuity
B)breeze
C)flow
D)continuance

Question 39

Ryan buys a new T.V.about every 5 years and by reading Consumer Reports and other independent sources, he has a good idea as to what attributes entail a smart T.V.purchase.Next time he is ready to purchase a T.V., Ryan is likely to make an impulse buy and not research the different brands because he is moderately familiar with the industry and doesn't buy a new T.V.very often.

Question 40

A frozen dinner would most likely be considered a:

A)information good
B)search good
C)experience good
D)credence good
E)online product

Question 41

What are the three main categories that e-tailers need to focus on when designing a web site?

Question 42

Mass marketing communications use all of the following tools except .

A)television
B)radio
C)newspapers
D)publicity

Question 43

Compare and contrast traditional mass marketing and Internet marketing.

Question 44

Defrne the goals and objectives of e-tailers relating to consumer interactivity online.

Question 45

When online shopping, consumers tend to "click" on more options when alternatives are:

A)equal
B)negatively correlated
C)balanced
D)positively correlated
E)inverted

Question 46

The Internet has reduced all of the following types of costs for consumers except for:

A)information search costs
B)transaction costs
C)experience goods costs
D)product information costs
E)All of the above costs are reduced by the Internet.

Question 47

Which of the following terms does not describe internet marketing?

A)online marketing
B)web marketing
C)direct marketing
D)e-marketing

Question 48

When consumers use a , they make tradeoffs between attributes and this enables a good attribute to compensate for, or at least reduce concerns about, a bad attribute.

A)information accuracy strategy
B)search efficiency method
C)risk aversion method
D)compensatory strategy
E)non-compensatory strategy

Question 49

Explain the differences between online stores and traditional brick and mortar stores.

Question 50

Molly decides to buy a new digital camera.She notices that the one of the attributes on the Cannon camera does not meet her requirements and because of this, she eliminates the Cannon camera.This strategy would best be considered what type of strategy?

A)Selective-conductive
B)Risk averse
C)Information accurate
D)Non-compensatory
E)Search inefficient

Question 51

In terms of search goods, experience goods, and credence goods, which is easiest to sell online? Why?

Question 52

Discuss how prior knowledge influences how much information search a person engages in.

Question 53

Explain the differences between a recommendation agent and a comparison matrix.

Question 54

A(n) is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories.

A)information agent
B)recommendation agent
C)consumer report
D)comparison matrix
E)None of the above is correct.

Question 55

E-tailers are more successful if they primarily sell , rather than or .

A)search goods, experience goods; information goods
B)search goods, experience goods, credence goods
C)experience goods, credence goods, online products
D)credence goods, experience goods, search goods
E)online products, information goods, search goods

Question 56

Discuss the ways in which the Internet has increased consumer power.

Question 57

Consumers behave as limited information processors and are only able to consider about , plus or minus two, pieces of information at a time.

A)7
B)5
C)2
D)17
E)13

Question 58

The heart of internet marketing is .

A)interactivity
B)sharing
C)Facebook
D)smart phones
E)wi-fi

Question 59

When a web site is organized by customized options, this encourages what type of choice strategy?

A)Compensatory
B)Assimilated
C)Contingency
D)Balanced
E)Non-compensatory

Question 60

Define search goods, experience goods, and credence goods, and provide an example for each.

Question 61

How does a superstitial differ from an interstitial ad online?

A)superstitials load in the background
B)superstitials load in the foreground
C)superstitials online run across the top of the webpage
D)interstitials do not differ from superstitials
E)interstitials are more expensive

Question 62

Social media marketing is most associated with .

A)word of mouth
B)retailing
C)logistics
D)product development
E)market research

Question 63

Instagram is categorized as a search engine.

Question 64

Online ads overall have click through rates of about .

A)less than 1%
B)5%
C)25%
D)50%
E)75%

Question 65

Which type of Internet marketing uses social networks to achieve a marketing goal?

A)search engine marketing
B)social media marketing
C)e-retailing
D)search engine optimization
E)social marketing

Question 66

Jessica shops at Kohl's online because it has brand names like KitchenAid.This is an example of the role of in the success of e-retailers.

A)manufacturer brand name
B)product color selection
C)flow
D)Food Network endorsements
E)quality

Question 67

Which of the following is an example of a social buying website?

A)Facebook
B)Groupon
C)Twitter
D)YouTube
E)Pinterest

Question 68

What kind of online ad appears in its own window when a website page is opened, obscuring the overall website?

A)skyscraper
B)pop-up
C)interstitial
D)superstitial
E)banner

Question 69

Which of the following is an example of a content community in social media?

A)YouTube
B)Facebook
C)Linkedln
D)Twitter
E)Vine

Question 70

All of the following except are collected on content websites.

A)video
B)images
C)products for sale
D)commentary
E)information

Question 71

Which retailer is the largest retailer in the world?

A)Marks & Spencer
B)Amazon
C)eBay
D)Microsoft
E)Wal-Mart

Question 72

Pinterest is a website that enables users to collect images and information.What kind of website is Pinterest?

A)search engine
B)content website
C)e-retailer
D)pay-per-click operator
E)ad network

Question 73

What kind of online ad is a graphic or animation or video that appears on the screen before a user proceeds to the intended page?

A)skyscraper
B)pop-up
C)interstitial
D)superstitial
E)CPC

Question 74

Superstitial ads tend to annoy web users more than any other type of online ad.

Question 75

Which of the following is an example of a microblog?

A)YouTube
B)Facebook
C)Linkedln
D)Twitter
E)Pinterest

Question 76

What kind of online ad runs vertically down the size of a website page instead of across the page?

A)skyscraper
B)pop-up
C)interstitial
D)superstitial
E)banner

Question 77

Internet marketing's advantage is that it reaches customers .

A)when they are interested
B)with the right offer
C)how they wish
D)multiple times
E)all of the above

Question 78

Which of the following best describes the role Amazon plays in the marketplace?

A)third-party retailer
B)recommendation agent
C)manufacturer
D)retailer
E)buyer's agent

Question 79

Wikipedia can be classified as a .

A)social networking site
B)blog
C)content community
D)collaborative media site
E)microblog