Deck 6: E-Commerce Marketing Concepts: Social, Mobile, Local

Question 1

On average, which of the following activities was most frequently engaged in by Internet users in 2012?

A) checking the weather
B) banking online
C) buying a product
D) rating a product

Answer 1

A

Question 2

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Answer 2

True

Question 3

The dial-up audience is ________ the broadband audience.

A) virtually indistinguishable from
B) more educated than
C) less intensely involved with the Internet than
D) wealthier than

Answer 3

C

Question 4

Households with incomes of below $75,000 are obtaining Internet access at faster rates than households with incomes above that level.

Question 5

The four generic market entry strategies are first mover, fast follower, slow follower, and pure play.

Question 6

Which of the following age groups has the highest percentage of Internet access?

A) 18-29
B) 30-49
C) 50-64
D) 65+

Question 7

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Question 8

On a typical day, approximately ________ percent of adult users in the United States logs on to the Internet.

A) 52
B) 62
C) 72
D) 82

Question 9

Evidence suggests that real-time customer chat increases sales.

Question 10

E-commerce is a major conduit and generator of offline commerce.

Question 11

Online banking is more popular with men than with women.

Question 12

The marginal cost of the production of information goods distributed over the Internet is zero or near zero.

Question 13

Which of the following activities is the one engaged in by the highest percentage of online users?

A) using e-mail
B) using a social networking site
C) researching products and services
D) reading news

Question 14

In 2012, mobile marketing grew at nearly the same rate as traditional online marketing.

Question 15

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Question 16

Versioning involves selling the same product at different prices.

Question 17

Online shoppers tend to browse for available products rather than search for specific products they have determined in advance.

Question 18

In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.

Question 19

Price is the top factor in online purchase decisions.

Question 20

Transaction logs are built into Web server software.

Question 21

Which of the following demographic groups had the greatest increase in Internet access between 2002 and 2012?

A) Black, non-Hispanic
B) Asians
C) White, non-Hispanic
D) Hispanic

Question 22

Studies of the effects of social "connectedness" on Internet purchases indicate that the more "connected" an individual:

A) the less purchasing that individual does.
B) the less that individual is influenced by friends' purchases.
C) the more that individual shares purchasing decisions with friends.
D) the more purchasing that individual does.

Question 23

Toyota's use of the Internet to target Hispanic customers is an example of targeting a specific:

A) lifestyle group.
B) culture.
C) subculture.
D) psychological profile.

Question 24

Which of the following types of online market segmentation and targeting involves tracking the actions users take on a Web site?

A) technical
B) behavioral
C) contextual
D) psychographic

Question 25

Small ticket item sales outnumbered large ticket item sales during the early days of e-commerce for all of the following reasons except:

A) Purchase price was low.
B) Items were physically small.
C) Margins were low.
D) Selection was broad.

Question 26

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

A) search engines.
B) online catalogs.
C) social networks.
D) targeted banner ads.

Question 27

A person's profession or occupation is part of their:

A) indirect reference group.
B) direct reference group.
C) lifestyle group.
D) subculture.

Question 28

In 2012, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

A) 45 percent
B) 60 percent
C) 75 percent
D) 90 percent

Question 29

A(n) ________ profile describes an individual's set of needs, drives, motivations, perceptions and learned behaviors.

A) psychographic
B) opinion
C) psychological
D) lifestyle

Question 30

"Shoppers" constitute approximately ________ percent of the online Internet audience.

A) 38
B) 68
C) 88
D) 98

Question 31

Which of the following types of online market segmentation and targeting involves using consumers' explicitly expressed interest to segment and target?

A) psychographic
B) technical
C) search
D) contextual

Question 32

Which of the following is an example of an indirect reference group?

A) social class
B) family
C) religion
D) profession

Question 33

Which of the following is the top concern of Internet users about purchasing online?

A) inability to see and touch before buying
B) difficulty of returning products
C) shipping costs
D) inability to speak to sales assistant in person

Question 34

Which of the following types of online market segmentation and targeting involves using age, ethnicity, religion, etc.?

A) psychographic
B) demographic
C) technical
D) contextual

Question 35

The broadest factor in consumer behavior is:

A) culture.
B) gender.
C) education.
D) psychological background.

Question 36

Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan?

A) local marketing
B) offline marketing
C) social marketing
D) mobile marketing

Question 37

Which of the following age groups had the lowest percentage of Internet access in 2012?

A) 18-29
B) 30-49
C) 50-64
D) 65+

Question 38

All of the following are important clickstream behavior factors except:

A) the number of days since last visit.
B) the speed of clickstream behavior.
C) the amount of personal information supplied.
D) the number of advertisements viewed.

Question 39

Approximately ________ in annual offline retail sales is influenced by online browsing.

A) $1.2 trillion
B) $102 billion
C) $120 million
D) $12 million

Question 40

In modeling online consumer behavior, consumer skills refers to the:

A) education level of the consumer.
B) communication skills of the consumer.
C) knowledge consumers have about how to conduct online transactions.
D) product evaluation skills of the consumer.

Question 41

Permission marketing:

A) is a component of e-mail marketing.
B) is required now by federal law via "opt-in" regulations.
C) allows Web site users to "turn off" display ads.
D) is a method of pre-approved marketing to juveniles.

Question 42

For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.

A) 50
B) 500,000
C) 5 million
D) 50 million

Question 43

A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

A) customer service chat system
B) CRM system
C) data warehouse
D) transactive content system

Question 44

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

A) ubiquity
B) richness
C) interactivity
D) universal standards

Question 45

Which of the following examples illustrates the "Long Tail" phenomenon?

A) Rhapsody music streaming service reported that its no play rate had increased to over 20 percent.
B) The number of blockbuster "winner take all" video titles is declining.
C) Over 50 percent of Netflix's 100,000 titles are rented at least once a day by someone.
D) The average blog has a readership of slightly more than 1.

Question 46

Which of the following statements about the Internet's impact on marketing is not true?

A) The Internet has broadened the scope of marketing communications.
B) The Internet has decreased the impact of brands.
C) The Internet has increased the richness of marketing communications.
D) The Internet has expanded the information intensity of the marketplace.

Question 47

Netflix entered the market with a(n) ________ strategy.

A) brand extender
B) fast follower
C) first mover
D) alliance

Question 48

All of the following statements about cookies are true except:

A) Cookies can be used with Web bugs to create cross-site profiles of users.
B) The data typically stored in cookies includes a unique ID and e-mail address.
C) Cookies make shopping carts possible by allowing a site to keep track of a user's actions.
D) The more cookies are deleted, the less accurate ad server metrics become.

Question 49

All of the following are traditional online marketing tools except:

A) affiliate marketing.
B) permission marketing.
C) social marketing.
D) sponsorship marketing.

Question 50

Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

A) personalization/customization
B) information density
C) social technology
D) interactivity

Question 51

All of the following are attributes of personalized marketing except:

A) suitable for highly complex products.
B) unique price.
C) targeting of individuals.
D) use of mass media.

Question 52

All of the following statements are true except:

A) Online merchants can avoid direct price comparison by introducing information asymmetries into the marketplace.
B) Relative dispersion of prices for online goods has decreased.
C) Price dispersion is less for commodities than for differentiated products.
D) Depending on the seller, there can be large differences in price sensitivity for the same products.

Question 53

Which of the following is not a kind of Twitter marketing product?

A) Promoted Shopping
B) Promoted Tweets
C) Promoted Accounts
D) Promoted Trends

Question 54

________ is an industry-standard database query and manipulation language.

A) SQL
B) PHP
C) DBMS
D) JSP

Question 55

Walmart used which of the following market entry strategies?

A) first mover
B) strategic alliance
C) fast follower
D) brand extender

Question 56

A Web beacon is:

A) a cookie that carries a virus.
B) an executable cookie.
C) an automated applet for performing Web searches.
D) a tiny graphics file embedded in an e-mail or Web page.

Question 57

Which of the following is not a social marketing technique?

A) Pinterest marketing
B) app marketing
C) game marketing
D) video marketing

Question 58

The richness made possible by e-commerce technologies does which of the following?

A) It reduces the cost of delivering marketing messages and receiving feedback from users.
B) It allows consumers to become co-producers of the goods and services being sold.
C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
D) It enables worldwide customer service and marketing communications.

Question 59

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

A) search engine marketing
B) flash marketing
C) yield management
D) bait-and-switch

Question 60

Which of the following is not a feature that is driving social e-commerce growth?

A) social sign-on
B) network notification
C) collaborative shopping
D) personal intelligent agents

Question 61

The Nike iD program is an example of which of the following marketing techniques?

A) customer co-production
B) transactive content
C) price discrimination
D) permission marketing

Question 62

Conversations between a firm and the consumers of its products in various forums such as blogs, Facebook, and Twitter feeds are referred to collectively as ________.

Question 63

In ________, one Web site agrees to pay another Web site a commission for new business opportunities it refers to the site.

Question 64

Displaying online ads for high-end kitchen utensils to consumers who have purchased gourmet cookbooks is an example of ________ targeting.

Question 65

The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

Question 66

The incremental cost of building the next unit of a good is called the:

A) demand curve.
B) variable cost.
C) marginal cost.
D) fixed cost.

Question 67

A(n) ________ group is a type of reference group that has an integrated pattern of activities, interests, and opinions.

Question 68

________ refers to the difference between the highest and lowest prices in a market.

Question 69

A consumer's decision to purchase from a particular store because of the wide variety and number of products available is called the ________ effect.

Question 70

________ refers to the process of using the power of an existing brand to acquire new customers for a new product or service.

Question 71

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Question 72

________ research combines both demographic and psychological data and divides a market into different groups based on social class, lifestyle, and/or personality characteristics.

Question 73

________ is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.

Question 74

Which of the following statements about a free pricing strategy is false?

A) Free products and services can knock out potential and actual competitors.
B) The free pricing strategy was born in the early days of the Web.
C) It is difficult to convert free customers into paying customers.
D) Free products and services can help build market awareness.

Question 75

Specialized marketing firms called ________ sell ad opportunities from a range of participating sites that receive payment for displaying ads.

Question 76

The ________ is a mapping of all significant online social relationships.

Question 77

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

A) bundling.
B) customization.
C) dynamic pricing.
D) versioning.

Question 78

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Question 79

________ occurs when a new venue for selling products or services threatens to destroy existing venues.

Question 80

All of the following are fixed price strategies except:

A) bundling.
B) versioning.
C) free pricing.
D) yield management.