Deck 8: Marketing and Advertising in E-Commerce

Question 1

Satisficing is a style of thinking that involves ignoring most of the information available,and instead using a few salient information cues,often social in nature,along with a set of simple,but usually smart mental rules of thumb to make intuitive decisions.

Answer 1

False

Question 2

When compared to mass marketing and market segmentation,one-to-one marketing has few campaigns.

Answer 2

False

Question 3

Web analytics cannot be done on a customer-by-customer basis.

Answer 3

False

Question 4

Market segmentation can be done with the aid of data modeling and data warehousing tools.

Question 5

Service factors are the functions available on the website to provide direct support in the transaction process.

Question 6

In the consumer decision process,the user is the person who consumes or uses a product or service.

Question 7

The ethics and legality of Web tracking is one of several limitations of online research methods.

Question 8

In the consumer decision process,the influencer is the person who ultimately makes the buying decision.

Question 9

Biometric tracking occurs inside the Web environment and provides a trail of the user's activities in the website.

Question 10

It is not the total number of reviews that influences customer repurchase intention,but the percentage of positive reviews.

Question 11

E-loyalty refers to a customer's loyalty to an e-tailer or loyalty programs delivered online or supported electronically.

Question 12

Individual consumers and organizational buyers are two types of online consumers.

Question 13

Trustworthiness can be achieved through integrity,competence,and privacy.

Question 14

Moderated focus groups conducted in chat rooms is one method for collecting online data.

Question 15

One of the greatest benefits of EC is its ability to match products or services with individual consumers.

Question 16

Folksonomy is one of several data collection methods available in a Web 2.0 environment.

Question 17

Personalization,behavioral targeting,and data mining are three key issues related to one-to-one marketing.

Question 18

Netflix's NetMatch is a software agent that uses data mining tools to sift through a database of more than 3 billion film ratings,as well as through customer rental histories.

Question 19

Trust and customer satisfaction are the two main marketing goals.

Question 20

A major advantage of online market research is the ease in obtaining truly representative samples.

Question 21

Each of the following is a major general purchasing-decision model phase except

A) information search.
B) maintenance.
C) evaluation of alternatives.
D) purchase and delivery.

Question 22

A pop-under ad appears underneath the current browser window,so when the user closes the active window the ad is still on the screen.

Question 23

E-mail advertising refers to adding advertisements to e-mail messages sent to customers.

Question 24

Deciding from whom to buy a product best describes

A) customer loyalty.
B) product brokering.
C) merchant brokering.
D) electronic branding.

Question 25

Paid representation refers to buying keyword ads on a web page that contains the search engine's results of a search.

Question 26

Viral marketing is word-of-mouth marketing by which customers promote a product or service by telling others about it.

Question 27

The major influential factors affecting consumer behavior include

A) product/service factors.
B) merchant and intermediary factors.
C) personal characteristics.
D) all of the above.

Question 28

A cookie is a small banner that is linked to a website and may contain downloadable software.

Question 29

Ad categories include classified,display,and static.

Question 30

Live banners appear at random,not as the result of the user's action.

Question 31

RPM is the fee an advertiser pays for each 1,000 times a page with a banner ad is shown.

Question 32

Touch point refers to a count that is made each time a visitor clicks on an advertising banner to access the advertiser's website.

Question 33

Deciding what product to buy best describes

A) merchant brokering.
B) product brokering.
C) electronic decision support.
D) social shopping.

Question 34

Using e-mail to send unwanted ads is called spamming.

Question 35

Viewpoints are the number of times users call up a page that has a banner on it during a specific period.

Question 36

Conversion rate refers to the percentage of clickers who actually make a purchase.

Question 37

Listing URLs and collaborative filtering are the two major forms of search engine advertising.

Question 38

Stickiness is the characteristic that influences the average length of time a visitor stays in a site.

Question 39

Referencing the EC Consumer Behavior Model,which of the following is mostly controlled by the sellers?

A) product/service characteristics
B) consumer characteristics
C) environmental characteristics
D) merchant and intermediary characteristics

Question 40

Random banners appear when a predetermined word is queried from a search engine.

Question 41

Systems used to establish trust among members of online communities where parties with no prior knowledge of each other use the feedback from their peers to assess the trustworthiness of the peers of the community best describes

A) branded systems.
B) reputation-based systems.
C) review-driven systems.
D) loyalty-based systems.

Question 42

Common criteria used for effective market segmentation include each of the following except

A) risk core.
B) collaborative.
C) profitability.
D) demographic.

Question 43

Which of the following is a market research and personalization method that uses customer data to predict,based on formulas derived from behavioral sciences,what other products or services a customer may enjoy,extending predictions to other customers with similar profiles?

A) search advertising
B) stickiness
C) collaborative filtering
D) viral marketing

Question 44

A data file that is placed on a user's hard drive by a remote Web server,frequently without disclosure or the user's consent,which collects information about the user's activities at a site best describes

A) cookie.
B) snippet.
C) trace record.
D) blog.

Question 45

Basic approaches used in marketing and advertising include each of the following except

A) one-to-one marketing.
B) market segmentation.
C) mass marketing.
D) market brokering.

Question 46

The belief that an online website or other digital entities can deliver what they promise so that the recipient trusts them best defines

A) online trust.
B) reputation-based system.
C) customer loyalty.
D) e-trust.

Question 47

Key issues related to one-to-one marketing include each of the following except

A) collaborative filtering.
B) decentralization.
C) personalization.
D) behavioral targeting.

Question 48

Methods for identifying users' profiles include each of the following except

A) content-based filtering.
B) activity-based filtering.
C) rule-based filtering.
D) button-based filtering.

Question 49

A marketing method that focuses on building a long-term relationship with customers best defines

A) one-to-one marketing.
B) market segmentation.
C) relationship marketing.
D) collaborative marketing.

Question 50

The matching of services,products,and advertising content with individual consumers and their preferences best describes

A) smart marketing.
B) relational marketing.
C) personalization.
D) decentralized marketing.

Question 51

With mass marketing,the focus is on the

A) product.
B) group.
C) customer.
D) location.

Question 52

Marketing that treats each customer in a unique way best describes

A) directional marketing.
B) ubiquitous marketing.
C) specialized marketing.
D) one-to-one marketing.

Question 53

The process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information best describes

A) market segmentation.
B) market randomization.
C) market selecting.
D) one-to-one marketing.

Question 54

The psychological status of willingness to depend on another person or organization best describes

A) commitment.
B) dedication.
C) behavioral targeting.
D) trust.

Question 55

For EC markets,Internet shoppers can be segmented based on

A) Web-usage-related lifestyle.
B) themes of Internet usage.
C) Internet attitude.
D) all of the above.

Question 56

The most important factor for predicting customer online purchasing behavior is

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

Question 57

The requirements,preferences,behaviors,and demographic traits of a particular customer best describes

A) cookie.
B) marketing channel.
C) customer view.
D) user profile.

Question 58

Each of the following is a key element for achieving trustworthiness except

A) integrity.
B) competence.
C) branding.
D) security.

Question 59

A deep commitment to repurchase or repatronize a preferred product/service continually in the future,thereby causing repetitive same-brand or same brand-set purchasing,despite situational influences and marketing efforts that have the potential to cause switching behavior best describes

A) buyer commitment.
B) branding.
C) customer loyalty.
D) behavioral targeting.

Question 60

Targeting that uses information collected about an individual's Web-browsing behavior,such as the pages they have visited or the searches they have made,to select an advertisement to display to that individual best defines

A) segment targeting.
B) behavioral targeting.
C) collaborative filtering.
D) customer profiling.

Question 61

A record of user activities best defines

A) user profile.
B) electronic reference point.
C) banner.
D) transaction log.

Question 62

Data mining techniques for discovering and extracting information from Web documents,exploring both Web content and Web usage,best defines

A) Web brokering.
B) collaborative filtering.
C) page filtering.
D) Web mining.

Question 63

A popular Internet advertising payment model where advertisers pay their host only when the ad is clicked on best defines

A) banner pricing.
B) itemized click pricing.
C) page pricing.
D) pay per click.

Question 64

Software that gathers user information over an Internet connection without the user's knowledge best defines

A) ad-aware.
B) collaborative filtering.
C) spyware.
D) Web mining.

Question 65

A marketing arrangement by which an organization refers consumers to the selling company's website best defines

A) affiliate network.
B) affiliate marketing.
C) affiliate brokering.
D) clickstream marketing.

Question 66

According to research mentioned in the textbook,online shopping segments include

A) suspicious learners.
B) fearful browsers.
C) positive technology muddlers.
D) adventurous browsers.

Question 67

Online marketing,facilitated by the Internet,by which marketers can interact directly with customers,and consumers can interact with advertisers and vendors best describes

A) market segmenting.
B) interactive marketing.
C) augmented reality.
D) online brokering.

Question 68

An individual's unique physical or behavioral characteristics that can be used to identify an individual precisely best defines

A) biometrics.
B) cookies.
C) Web bugs.
D) page monitor.

Question 69

Tiny graphics files embedded in e-mail messages and in websites that transmit information about users and their movements to a Web server best describes

A) Web slugs.
B) Web bugs.
C) Web cookies.
D) Web monitors.

Question 70

A live direct or indirect view of a physical,real-world environment whose elements are enhanced by computer-generated sensory input,such as sound or graphics defines

A) augmented reality.
B) interactive video.
C) viral marketing.
D) virtual marketing.

Question 71

The most popular mobile ad is

A) advertising within mobile games.
B) a short message.
C) multimedia advertising.
D) ads in mobile videos.

Question 72

Internet campaign objectives include

A) stimulating mobile word of mouth.
B) enhancing brand loyalty.
C) changing brand image.
D) all of the above.

Question 73

Data collection in the Web 2.0 environment includes each of the following except

A) folksonomy.
B) chatterbots.
C) scripting.
D) polling.

Question 74

Customer movements on the Internet best describes

A) clickstream behavior.
B) cookies.
C) Web bugs.
D) Web slugs.

Question 75

The craft of increasing site rank on search engines best describes

A) page conversion.
B) analytical marketing.
C) search engine optimization.
D) collaborative placement.

Question 76

An advertising strategy in which customers agree to accept advertising and marketing materials best defines

A) permission advertising.
B) localized advertising.
C) customer-based marketing.
D) approval-based marketing.

Question 77

Basic classes of online campaigns include each of the following except

A) affiliation.
B) raffles.
C) coupons.
D) entertainment.

Question 78

The practice of using computer games to advertise a product,an organization,or a viewpoint best defines

A) viral video.
B) behavioral targeting.
C) advergaming.
D) relationship marketing.

Question 79

Advantages of online surveys include

A) privacy and security concerns.
B) lower overall preparation and administration costs.
C) technological competency.
D) variation of the potential respondents.

Question 80

A free Internet news service that broadcasts personalized news and information,including seminars,in categories selected by the user,best defines

A) Really Simple Syndication.
B) Hulu.
C) Webcasting.
D) interactive video.