Question 1

Kodak markets digital cameras and is aware that consumers search for information concerning this product on the Internet using one of the several search engines (e.g., Google). To ensure that Kodak appears on the first page of results, this company pays the search engine to become a sponsored link when consumers search the key words "digital camera." This is an illustration of _____.

Accepted Answer

Search engine optimization involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list.

Question 2

The term used for percentage of people who click through a banner ad to the corporate website is known as the _____.

Accepted Answer

While click-through rates are generally low, marketers are looking beyond immediate click-through to measures that include brand awareness, brand attitudes, and purchase intensions.

Question 3

Ben is interested in golf, so he visits several golf-related websites, such as the USGA and the PGA. Unbeknownst to him, his surfing behavior is being tracked, and it's no accident that he receives several banner ads for golf products and destinations. This is called _____.

Accepted Answer

Behavioral targeting involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Question 4

Susan actually knows quite a bit about some product categories that she doesn't actively seek out information concerning and doesn't even own. Which of the following is the most likely means by which she obtained this information?

Accepted Answer

Low-involvement learning is passively acquired.

Question 5

Which demographic factors still have the most influence on U.S. adult Internet usage?

Accepted Answer

Newest data show these three factors to be the only major influencers remaining.

Question 6

Research has shown that most of the online search leading up to a purchase was _____.

Accepted Answer

Generic search was done in product-related terms that did not include any of the retailers being tracked in the study.

Question 7

_____ involves tracking consumer click patterns on a website and using that information to decide on banner ad placement.

Accepted Answer

Behavioral targeting is based on not what people say but what they actually do online.

Question 8

Amelia wanted to purchase a nice watch for her husband, but she was overwhelmed by the amount of information available on the Internet for this product. She visited one website that offered a service that would do the searching and comparisons for her, so she decided to use it. The service Amelia used is referred to as a(n) _____.

Accepted Answer

Shopping bots do the shopping/searching for users.

Question 9

Which of the following is NOT a research finding regarding the Internet as an information source?

Accepted Answer

A majority of adult consumers in the U.S. search for information on the Internet prior to a purchase.

Question 10

Which information source is NOT actively acquired by consumers?

Accepted Answer

Low-involvement learning is passively acquired.

Question 11

Services that aid consumers in their search and decision making on the Internet are known as _____.

Accepted Answer

Bots, or software robots, do the shopping/search for users.

Question 12

Lisa has to check her e-mail frequently to delete the unsolicited messages she gets, typically for loans and prescription drugs. If she doesn't delete them, her inbox will fill up and e-mails that she wants to receive won't get through. This unsolicited e-mail is known as _____.

Accepted Answer

Unsolicited e-mail that is a major concern and irritant is known as spam.

Question 13

Unsolicited e-mail that is a major concern and irritant is known as _____.

Accepted Answer

Spam is not well received by consumers.

Question 14

The segment of mobile phone users who are younger, grew up with cell phones, and find a cell phone central to life is known as _____.

Accepted Answer

Mobirati use information to decide social activities like where to eat.

Question 15

Which of the following is NOT a major issue marketers must deal with concerning the Internet's role in information search and decision making?

Accepted Answer

Getting consumers to use the Internet instead of seeking information from salespeople is not a major issue.

Question 16

Which of the following involves techniques designed to ensure that a company's Web pages appear high on an Internet search result list?

Accepted Answer

Keyword selection and other techniques are critical for the firm in terms of getting its website the highest priority listing for the most appropriate search terms.

Question 17

Which of the following is TRUE regarding the Internet as a source of information?

Accepted Answer

The Internet is a major and often preferred avenue through which consumers search for information.

Question 18

Research shows that the most important search-related use of the Internet is _____.

Accepted Answer

Seven out of the top 20 activities on the Internet are tied to information search or purchase.

Question 19

Bob is searching the Internet for information on digital cameras, so he types in the words "digital camera" in Google. Which type of search is Bob conducting?

Accepted Answer

Generic search is done in product-related terms that do not include any specific retailers.

Question 20

Consumers conducting a generic search in an Internet search engine use which type of terms?

Accepted Answer