Deck 4: Online Consumer Behavior, Market Research, and Advertisement

Question 1

Finding and retaining customers is a major critical success factor for most offline and online businesses.

Answer 1

True

Question 2

When making a purchasing decision, deciding what product to buy is referred to as product brokering.

Answer 2

True

Question 3

When making a purchasing decision, deciding from whom to buy the product is referred to as merchant brokering.

Answer 3

True

Question 4

In the purchase decision-making process, blogs and search engines support the evaluation, negotiation, and selection step.

Question 5

Virtual catalogs and links to external sources support the information search step in the purchase decision-making process.

Question 6

Personalization matches services, products, and advertising content with large groups of customer segments.

Question 7

Universal services increase customer loyalty through personalization.

Question 8

The aim of market research is to discover marketing opportunities and issues, to establish marketing and advertising plans, to better understand the purchasing process, and to evaluate marketing performance.

Question 9

Ad spawning refers to ads that appear in separate windows before, after, or during Internet surfing or when reading e-mail.

Question 10

Search engine tuning increases site rank on search engines.

Question 11

In the consumer decision process, which of the following roles ultimately makes the buying decision or any part of it?

A) buyer
B) initiator
C) influencer
D) decider

Question 12

Which of the following CDSS support facilities supports information searching?

A) agents and event notification
B) virtual catalogs
C) blogs
D) customer testimonials

Question 13

EC businesses generate user profiles in each of the following ways except by

A) asking users to fill in a questionnaire.
B) using cookies, spyware, or Web bugs to observe what people are doing online.
C) using customer segmentation to identify customers' preferences.
D) basing them on what customers have purchased online before.

Question 14

Examples of personalization include

A) notifying a customer when an auction comes to a close.
B) allowing a user to personalize Web site attributes.
C) sending an instant alert to customers' mobile devices, notifying them about a drop in a product's price.
D) all of the above.

Question 15

Using cookies to "sell under the guise of research" is called

A) market segmentation.
B) one-on-one marketing.
C) e-sugging.
D) electronic research.

Question 16

Finding information and knowledge that describe the relationships among consumers, products, marketing methods, and marketers is the goal of

A) market segmentation.
B) e-tailing.
C) market research.
D) collaborative filtering.

Question 17

Procter & Gamble (P&G) used the Internet in the new product development of Whitestrips, a teeth-brightening product. Based on this experience, P&G

A) decided to add Internet research to its traditional marketing test model.
B) could not determine the target market segments for the Whitestrips.
C) learned that the cost of online surveys was about the same as similarly sized telephone surveys, but online surveys expedited research considerably.
D) reduced the time-to-market from concept to market launch by approximately two years.

Question 18

To avoid obtaining inaccurate information from online survey participants, marketers learn about customers by observing their behavior using each of the following except

A) transaction logs that record user activities at a company's Web site.
B) cookies that allow a Web site to store data on the user's PC.
C) spyware that gathers user information through an Internet connection without the user's knowledge.
D) data mining to analyze clickstream data.

Question 19

Which of the following major factors is the most important predictor of online buying behavior?

A) product information requested
B) number of related e-mails
C) number of orders made
D) gender

Question 20

Customer movements on the Internet best describes

A) Internet traffic.
B) clickstream behavior.
C) transaction tracking.
D) hits.

Question 21

Banner ads that appear when a predetermined word is queried from a search engine are

A) personalized banners.
B) random banners.
C) keyword banners.
D) stylized banners.

Question 22

An ad that appears underneath the current browser window, so when the user closes the active window the ad is still on the screen describes

A) random ad.
B) pop-up ad.
C) ad spawning.
D) pop-under ad.

Question 23

Tracking how long viewers watch an advertisement, what percentage of the video clip viewers watch, and how often they see an advertisement describes

A) search engine rankings.
B) traction.
C) brand interaction.
D) market slicing.

Question 24

As the volume of customers, products, vendors, and information increases, it becomes uneconomical, or even impossible, for customers to consider all relevant information and available products and services. The practical solution to handling such information overload is to

A) use permission marketing.
B) use software or intelligent agents.
C) increase the use of ad agencies.
D) design Web sites with minimal content.

Question 25

The final phase in the generic purchasing-decision model is the ________ phase which consists of customer service and evaluation of the usefulness of the product.

Question 26

________ is online advertising that focuses on social networking sites.

Question 27

________ is a way of measuring what viewers do when they watch an online video.

Question 28

________ is a marketing arrangement by which an organization refers consumers to the selling company's Web site.

Question 29

________ is a free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user.

Question 30

List and briefly discuss the five major roles that people play in the decision-making process.

Question 31

Briefly discuss three major one-to-one online data collection approaches.

Question 32

List the three major social network advertising classifications.