 |
| 1 | |
Which of the following statements about marketspace is true? |
| | A) | In terms of economic significance, marketspace is more important than traditional marketplaces. |
| | B) | Marketspace retailers are unable to create time and place utility like traditional marketplaces. |
| | C) | The greatest marketspace opportunity for marketers lies in its potential to create form utility. |
| | D) | Marketspace has eliminated the need for comparison shopping. |
| | E) | Marketspace has eliminated the need for market customization. |
|
|
|
| 2 | |
__________ involves two-way buyer-seller electronic communications in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller. |
| | A) | Multichannel marketing |
| | B) | Electronic commerce |
| | C) | Interactive marketing |
| | D) | Electronic information handling |
| | E) | Electronic data exchange |
|
|
|
| 3 | |
Amazon.com uses __________ to compare each user's purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer's desire to purchase the latest Gary Allan CD, Amazon might recommend the CDs by Brad Paisley. |
| | A) | real-time e-commerce |
| | B) | connectivity |
| | C) | collaborative filtering |
| | D) | interactive marketing |
| | E) | seller personalization |
|
|
|
| 4 | |
By using personalization, disneystore.com can offer customers speedy checkout. Once you enter your password and click on the checkout button, the screen will ask that you confirm your address and the last four digits of your credit card. The user is not asked for any other input after the first time (although he or she is given an opportunity to modify any information). This example shows how the Disney website uses: |
| | A) | spam |
| | B) | guerrilla marketing. |
| | C) | market aggregation. |
| | D) | personalization. |
| | E) | permission marketing. |
|
|
|
| 5 | |
In terms of the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users. |
| | A) | context |
| | B) | communication |
| | C) | commerce |
| | D) | connection |
| | E) | community |
|
|
|
| 6 | |
The home page for TheKnot.com, a website for locating everything needed for a wedding, contains several links to other websites that an engaged couple might need including a travel agency, a linen store, a wedding gown retailer, and several other formal links between the website and other related websites. TheKnot.com's customer experience includes: |
| | A) | convenience. |
| | B) | connection. |
| | C) | control. |
| | D) | community. |
| | E) | communication. |
|
|
|
| 7 | |
GolfWeb.com, is a popular site for golfing enthusiasts. Behind the success of the site is the GolfWeb Players Club, an online community, whose members pay an annual fee of $39.95 to get discounts on merchandise and to trade tips and stories about the best courses and the toughest holes. The designer of this website emphasized __________ elements of website design. |
| | A) | the control and commerce |
| | B) | the customerization and community |
| | C) | the commerce and community |
| | D) | the context, content, and connection |
| | E) | all of the elements |
|
|
|
| 8 | |
Which of the following product categories is particularly well suited for electronic commerce? |
| | A) | computers and computer accessories |
| | B) | CDs, videos, and books |
| | C) | travel reservations |
| | D) | clothing and accessories |
| | E) | all the above |
|
|
|
| 9 | |
Electronic booksellers like amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books are a product category that: |
| | A) | can be delivered digitally. |
| | B) | are highly standardized. |
| | C) | require audio or video demonstration. |
| | D) | do not require pre-purchase trial. |
| | E) | are purchased mainly on the basis of price. |
|
|
|
| 10 | |
Which of the following is a reason why consumers typically shop online? |
| | A) | customization |
| | B) | convenience |
| | C) | control |
| | D) | choice |
| | E) | all of the above |
|
|
|
| 11 | |
The greatest marketspace opportunity for marketers lies in its ability to: |
| | A) | create form utility. |
| | B) | change the shape of the product life cycle. |
| | C) | eliminate comparison shopping. |
| | D) | eliminate the need for utility. |
| | E) | appeal to consumers at all levels of adoption. |
|
|
|
| 12 | |
Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to: |
| | A) | drive to a large shopping center where there are several bookstores to see which one has the book at the lowest price. |
| | B) | call all the bookstores in her community to inquire about the price of the book at each one. |
| | C) | use a bot to comb the websites of online booksellers and locate the website with the best price. |
| | D) | use a cookie to contact various bookstores and find the one with the best price. |
| | E) | do none of the above. |
|
|
|
| 13 | |
Buzz is most closely related to __________. |
| | A) | spam |
| | B) | word-of-mouth |
| | C) | e-mail |
| | D) | customerization |
| | E) | publicity |
|
|
|
| 14 | |
Customerization: |
| | A) | combines a choiceboard and a personalization system. |
| | B) | is used to make shopping and buying an enjoyable personal experience. |
| | C) | seeks to do more than offer the customer the right product at the right time and at the right price. |
| | D) | is the growing practice of customizing not only the product or service, but also the marketing and overall shopping and buying interaction for each customer. |
| | E) | is accurately described by all of the above. |
|
|
|
| 15 | |
If you developed a webpage that serves as your publicly accessible personal journal, you would have developed a: |
| | A) | portal |
| | B) | cookie |
| | C) | choiceboard |
| | D) | blog |
| | E) | bot |
|
|
|
| 16 | |
Online consumers are called empowered consumers because: |
| | A) | products and services purchased online often cost less than in a retail store. |
| | B) | online shopping does not require that they fight traffic, find a parking space, walk long store aisles and wait in line at check-out. |
| | C) | they use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. |
| | D) | there are websites for almost any good or service they want. |
| | E) | they can engage in an electronic dialogue with marketers. |
|
|
|
| 17 | |
The ad for babyGap advises readers there are three ways to shop at babyGap—babygap.com. 1-800-GAPSTYLE, and babyGap stores. The promotion of all three information and delivery channels indicates that babyGap would like its customers to not distinguish between channels but to think of it all as babyGap. BabyGap is likely following a(n) __________ strategy. |
| | A) | viral marketing |
| | B) | permission marketing |
| | C) | multichannel marketing |
| | D) | dual distribution |
| | E) | market penetration |
|
|
|
| 18 | |
Gerald is an avid hunter. Leupold & Stevens Inc. manufactures some of the toughest and most accurate rifle scopes available. When he visited Leupold.com with the intent to purchase a scope, he was disappointed to find that the site was a __________ website. The site provided answers to often asked questions about its scopes and provided him with a link to dealers in his area but he was not able to actually purchase the scope online. |
| | A) | transactional |
| | B) | promotional |
| | C) | transformational |
| | D) | corporate |
| | E) | functional |
|
|
|
| 19 | |
Bolt.com is a popular online destination for people between the ages of 15 and The main reason users come to this website is to communicate with their peers and voice their opinions through chat rooms, message boards, instant messaging, and polling. Topics of discussion range from school to music to dating. Bolt.com is an example of: |
| | A) | spam. |
| | B) | a shopping bot. |
| | C) | a web community. |
| | D) | interactive linking. |
| | E) | a web café. |
|
|
|
| 20 | |
Oster makes small kitchen appliances. Its website describes its products—especially its newest raspberry blue line. The __________ website also has cooking and entertainment suggestions and locations where Oster products can be purchased, since the products cannot be purchased online. |
| | A) | portal |
| | B) | supplier |
| | C) | employee |
| | D) | transactional |
| | E) | promotional |
|
|
.