Marketing Multiple Choice Solutions: Marketing in the internet age

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a societys material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships. Marketing may be defined in several ways, depending on the role of the advertised enterprise in relation to the strategic role in positioning the firm within its competitive market. The main definition is often credited to Philip Kotler, recognized as the originator of the most recent developments in the field

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CHAPTER 3MARKETING IN THE INTERNET AGE

MULTIPLE CHOICE QUESTIONS

1 All of the following would be considered to be specific forces that underlie the new Internet age EXCEPT:

a digitalization and connectivity

b the explosion of the Internet

c customization and customerization

d increasing affluence and income in the United States

Answer: (d) Difficulty: (2) Page: 78

2 Which of the following best characterizes digital information?

a a stream of zeros and ones, or bits

b something made possible by high speed printers and color reproduction

c information in virtual space

d three-dimensional space containing compacted data

Answer: (a) Difficulty: (1) Page: 78

3 Today a growing number of appliances and systems operate on digital information For bits to flow from one appliance or location to another requires _, a telecommunications network

a customization

b customerization

c connectivity

d concentration

Answer: (c) Difficulty: (2) Page: 78, 79

4 are networks that connect people within a company to each other and

to the company network

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5 A network that connects a company with its suppliers and distributors is called a(n):

a Internet

b Intranet

c Extranet

d Compunet

Answer: (c) Difficulty: (2) Page: 79

6 The Johnson Company is seeking to expand its business onto the “information highway” made possible by recent advances in technology To do this, the Johnson Company would most likely choose the:

a Internet

b Intranet

c Extranet

d Compunet

7 By early 2001, Internet penetration in the United States had reached close to:

a 100 percent

b 90 percent

c 75 percent

d 60 percent

8 The explosive worldwide growth in _ usage forms the heart of the so-called New Economy

a population

b cell-technology

c Internet

d Intranet

9 Established store-based retailers of all kinds began to doubt their futures as

competitors sprung up selling their products and services via the Internet They feared being _ by the new e-tailers

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10 If brick-and-mortar firms such as Barnes & Noble or Wal-Mart start their own online sales channels, they would become a firm.

a click-only

b click-and-mortar

c disintermediated

d bits-and-mortar

Answer: (b) Difficulty: (1) Page: 80

11 The Old Economy revolved around companies that mainly focused

on standardizing their production, products, and business processes

a service

b information

c entrepreneurial

d manufacturing

12 In the Old Economy, companies felt that a key to managing their assets would be to set up command-and-control systems that would run their businesses like:

a customers would run them

b service firms ran

c machines

d monopolies

13 In _, the company leaves it to individual customers to design the offering

a customization

b customerization

c differentiation

d standardization

14 includes all electronics-based information exchanges within or between companies and customers

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15 _ involves buying and selling processes supported by electronic means, primarily the Internet.

a E-commerce

b E-marketing

c E-communication

d E-business

16 Within e-markets, marketplaces have become:

a market regions

b market zones

c marketspaces

d marketdynamos

17 The flip side of e-marketing is:

a e-advertising

b e-selling

c e-commerce

d e-purchasing

18 All of the following could be listed as benefits to buyers should they choose to buy via the Internet EXCEPT:

a it can be convenient

b it always provides buyers with the lowest competitive prices

c it can provide buyers with greater product access and selection

d it can provide buyers with access to a wealth of comparative information

19 Buyers can often use the seller’s Web site to create exactly the configuration

of information, products, or services they desire Which of the following buyer benefits would most appropriately match the above phrase?

a The Internet can be convenient

b The Internet is interactive and immediate

c The Internet can provide buyers with greater product access and selection

d The Internet can always provide the lowest prices on merchandise

Answer: (b) Difficulty: (2) Page: 82, 83

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20 All of the following could be listed as benefits to sellers should they choose to sell via the Internet EXCEPT:

a the Internet is a powerful tool for customer relationship building

b the Internet is a more secure place to conduct transactions than in a retail

environment

c the Internet reduces costs and increases speed and efficiency

d the Internet offers truly global commerce

Answer: (b) Difficulty: (2) Page: 83, 84

21 One author concludes that Web customers are often very loyal, and the Internet promotes this loyalty This would be an example of which of the following benefits

to sellers for using the Internet to conduct commerce?

a The Internet is a powerful tool for customer relationship building

b The Internet is a more secure place to conduct transactions than in a retail

environment

c The Internet reduces costs and increases speed and efficiency

d The Internet offers truly global commerce

Answer: (a) Difficulty: (2) Page: 83, 84

22 Which of the following would not be considered to be among the major Internet domains?

a B2C (business-to-consumer)

b B2B (business-to-business)

c G2C (government-to-consumer)

d C2C (consumer-to-consumer)

23 Which of the following most accurately describes a transaction wherein online

selling of goods and services goes to final consumers?

a B2C

b B2B

c C2B

d C2C

24 Although Internet users are still younger on average than the population as a whole, consumers aged 50 and older make up:

a almost 10 percent

b almost 20 percent

c almost 30 percent

d almost 40 percent

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25 With respect to Internet usage, Americans at the lower end of the socioeconomic ladder are more likely to view the Internet as:

a a way to accelerate their knowledge acquisition and as a means to step up the ladder

b a technological roadblock that holds them down

c a kind of home entertainment center for fun and games

d a mechanism to correct social injustice and enhance income

Answer: (c) Difficulty: (3) Page: 87, Marketing at Work 3-1

26 With respect to the dollar volume for transactions, which of the following

Internet domains is expected to reach more than three trillion by 2003?

a B2C

b B2B

c C2B

d C2C

27 Much of B2B e-commerce takes place in , which are huge

e-marketspaces in which buyers and sellers find each other online, share information, and complete transactions efficiently

a global networks

b private trading networks

c open trading networks

d Oracle trading networks

28 B2B trading networks that link a particular seller with its own trading partners are called:

a global networks

b private trading networks

c open trading networks

d Oracle trading networks

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29 Josh Nielsen has decided to sell demonstration ski equipment that he has obtained from a Head Ski salesperson via eBay using its auction feature Which of the

following Internet domains would most accurately describe the form of business Josh is using?

a B2C

b B2B

c C2B

d C2C

30 Sheryl Scott checked in to her favorite “chat room.” In her chat room, she was able use library features, exchange information with online acquaintances in real time, and make new friends with whom she can air her views on a variety of subjects Which of the following terms would be an appropriate description of Ms Scott’s chat room?

a an open trading network

b a private trading network

c a forum

d a private channel

31 _ is the Internet version of forums However, such groups are

limited to people posting and reading messages on a specified topic, rather than managing libraries or conferencing

a An open trading network

b A private trading network

c A private channel

d A newsgroup

32 Using Priceline.com, would-be buyers bid for airline tickets, hotel rooms, rental cars, and even home mortgages, leaving the sellers to decide whether to accept their offers Which of the following Internet domains best matches the above example?

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33 If an e-marketing distribution channel consisted of a seller, brick-and-mortar store channels, and consumers, which of the following most accurately describes this method of marketing?

a brick-and-mortar (brick-only) marketers

b click-only marketers

c click-and-mortar marketers

d click-and-service marketers

Answer: (a) Difficulty: (1) Page: 92, Figure 3-3

34 If an e-marketing distribution channel consisted of a seller, brick-and-mortar store channels, e-commerce channels (and interaction between the brick-and-mortar store and e-commerce channels), and consumers, which of the following most accurately describes this method of marketing?

a brick-and-mortar (brick-only) marketers

b click-only marketers

c click-and-mortar marketers

d click-and-service marketers

Answer: (c) Difficulty: (3) Page: 92, Figure 3-3

35 Which of the following would be the most appropriate example of a transaction site?

a Amazon.com

b Yahoo

c AOL

d eBay

36 Which of the following would be the most appropriate example of a search

37 Dot-coms failed for a variety of reasons Which of the following would be one of the chief reasons for this failure?

a Companies were unable to secure recognizable Web addresses

b Companies had poor technological advice and had great technical difficulties

c Companies tended to devote too much effort to acquiring new customers instead

of building loyalty and purchase frequency among current customers

d Companies tended to have inflated prices which discouraged purchase

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38 According to information found in the text, all of the following would be potential sources of e-commerce revenue EXCEPT:

a patent royalties

b product and service sales income

c profile income

d market research and information fees

Answer: (a) Difficulty: (3) Page: 95, Table 3-1

39 Many Web sites have built elaborate databases based on customer information If the Web site were to sell this information and use the database as a means of generating revenue for the firm, this would be an illustration of which of the following?

a referral income

c profile income

d market research and information fees

Answer: (c) Difficulty: (2) Page: 95, Table 3-1

40 eBay puts buyers in touch with sellers and takes from a 1.25 percent to a 5 percent commission on each sale This would be an illustration of which of the following sources of e-commerce revenue?

a referral income

c profile income

d transaction commissions and fees

Answer: (d) Difficulty: (2) Page: 95, Table 3-1

41 Click-and-mortar companies are becoming more popular Of the top 50 retail Web sites, ranked by the number of unique visitors, were click-and-mortar retailers versus their Internet-only retailing counterparts

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42 A(n) is a Web site designed to build customer goodwill and to supplement other sales channels rather than to sell the company’s products directly.

a e-mail and Webcasting site

b corporate Web site

c online advertising or promotion Web site

d Web community site

Answer: (b) Difficulty: (2) Page: 97, Figure 3-4

43 A company provides information about its history, its mission and philosophy, and the products and services that it offers on its:

b corporate Web site

c online advertising or promotion Web site

44 A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome is called a(n):

b online advertising or promotion Web site

c marketing Web site

45 The key to designing an attractive Web site is to:

a create enough value and excitement to get customers to come to the site, stick around, and come back again

b have cutting edge graphics that demonstrate the technology available to the Web marketer

c have a least $2 million in design funds which provide for the interactivity demanded by today’s Web savvy consumer

d be willing beg, borrow, or steal ideas from the top Web page designers and incorporate these ideas into the firm’s own site

46 For low-interest Web sites, such as one for dental floss, a company should create a corporate Web site to do all of the following EXCEPT:

a answer customer questions

b build goodwill and excitement

c become the primary selling channel because of the reach of the Internet

d collect customer feedback

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47 All of the following would be among the 7Cs for effective Web site design EXCEPT:

a context

b content

c community

d conceptualization

48 With respect to the 7Cs of effective Web site design, _ refers to a site’s layout and design

a context

b content

c community

d customization

49 All of the following are characteristics of effective Web sites EXCEPT:

a the lowest prices within an industry group

b deep and useful information

c changing promotional features

d links to other related sites

50 Advertising that appears while consumers are surfing the Web, including banner and tickler ads, interstitials, skyscrapers, and other forms is called:

a specialty advertising

b portal promotion

c online advertising

d virtual advertising

51 Sam Harrison is reviewing a Web site for tennis shoes He notices several

advertisements that move across the screen announcing special discount travel offers

if he purchases Nike tennis shoes These crawling advertisements are called:

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