Question 1

Discuss the revolution in Internet marketing technologies. What are the three main broad impacts the Internet has had on marketing?

Accepted Answer

The Internet has had three broad impacts...

Question 2

All of the following statements are true except:

Accepted Answer

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.E) B) and C)
F) A) and D)

Question 3

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

Accepted Answer

The answer of A consumer's decision to purchase from a...

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

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.E) B) and C)
F) A) and D)

Question 6

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

Accepted Answer

A)   technical
B)   behavioral
C)   contextual
D)   psychographicE) A) and B)
F) A) and C)

Question 7

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

Accepted Answer

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.E) All of the above
F) B) and C)

Question 8

Transaction logs are built into Web server software.

Accepted Answer

A) True 
 B)False  True

Question 9

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

Accepted Answer

A)   brand extender
B)   fast follower
C)   first mover
D)   allianceE) A) and B)
F) All of the above

Question 10

Permission marketing:

Accepted Answer

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.E) B) and D)
F) All of the above

Question 11

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

Accepted Answer

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

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

Discuss four features of social e-commerce that are driving its growth.

Accepted Answer

Four features of social e-commerce that ...

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)   using e-mail
B)   using a social networking site
C)   researching products and services
D)   reading newsE) All of the above
F) C) and D)

Question 19

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 ________.

Accepted Answer

customer engagement

Question 20

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

Accepted Answer

A)   45 percent
B)   60 percent
C)   75 percent
D)   90 percentE) All of the above
F) A) and B)

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

Discuss the revolution in Internet marketing technologies. What are the three main broad impacts the Internet has had on marketing?

Correct AnswerverifiedThe Internet has had three broad impacts...View AnswerShow Answer

All of the following statements are true except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Transaction logs are built into Web server software.

Correct AnswerverifiedTrue

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

Correct AnswerverifiedShow Answer

Permission marketing:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Discuss four features of social e-commerce that are driving its growth.

Correct AnswerverifiedFour features of social e-commerce that ...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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 ________.

Correct Answerverifiedcustomer engagement

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

Correct AnswerverifiedShow Answer

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True

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Four features of social e-commerce that ...
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customer engagement

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