Deck 19: Marketing on the Web

Question 1

Kyra is shopping for a kitchen faucet.She surfs the Internet doing research on available styles,manufacturers,and prices.When she finds the faucet she wants,she prints out the pricing information at Faucet.com (the lowest-priced Internet retailer)and takes it to her local plumbing store.She tells the manager that if she can get the same price at the store,she will buy locally rather than over the Internet.This is an example of which of the following crossing between on-line and offline environments?

A) on-line rivalry
B) bargaining power of suppliers
C) threat of competition
D) bargaining power of buyers

Answer 1

D

Question 2

In Canada,in a retail market worth a total of $400 billion,what is the value of all consumer e-commerce?

A) $188 billion
B) $128 billion
C) $5 billion
D) $68 billion

Answer 2

C

Question 3

What are the central elements in designing an on-line marketing plan?

A) traffic,pricing,and promotion
B) page design,page views,and pricing
C) page views and promotion
D) product,place,promotion,price

Answer 3

D

Question 4

When Amazon launches a personalized Web page every time a visitor arrives at the site,what is the company using?

A) selective customization
B) customer relationship extension
C) Internet personalization
D) mass customization

Question 5

Where do on-line auctions most commonly take place?

A) in the B2C environment
B) in the C2C environment
C) in the B2B environment
D) in a B2B on-line exchange

Question 6

According to the text,which of the following is the BEST example of business-to-consumer commerce?

A) A plant wholesaler purchased one dozen plastic pots from a website.
B) Amazon.ca sold Pete the complete set of Harry Potter books.
C) Allison bought a silver picture frame on eBay.
D) Deidre returns a blouse she purchased at the Disney website.

Question 7

Jackson is interested in buying a particular Uniden cordless telephone.He knows he can find the same model at several different Internet retailers.As a result,Jackson is shopping on brand and price rather than wanting to purchase at a particular store.In this example,what is Jackson's phone an example of?

A) a price-driven item
B) an Internet commodity
C) an Internet product
D) a branded commodity

Question 8

What is a branded commodity?

A) a commodity that is known by the company that makes it,such as Laura's Lean Beef
B) a commodity that is turned into a brand,such as Uncle Ben's rice
C) commodities that bear the imprint of the company that sells them
D) national brands that are available at so many retailers that the products are considered equivalent

Question 9

Companies that do not use the Internet will find it increasingly difficult to remain competitive.Once a company begins using the Internet,what happens?

A) It will lose any advantage that it had previously.
B) It will accrue sustainable competitive advantage.
C) It will have only promotional advantage.
D) It has to work hard to keep up with changing technology.

Question 10

According to the text,which statement is true about marketing channel significance?

A) Multichannel customers spend between two and three times as much as retail customers alone.
B) By implementing integrated,cross-channel strategies,the Internet should be able to replace existing marketing programs.
C) Cross-channel business strategies for business are costly and are less profitable than a purely e-business focus.
D) Internet customers spend 10 times as much as traditional retail customers.

Question 11

According to the text,which of the following is the BEST example of business-to-business commerce?

A) Robin uses eBay to buy a pair of Victorian lamps from a seller in Windsor.
B) A restaurant orders 50 kg of sugar from the Redpath sugar website.
C) Pratish buys his wife a birthday gift at Flowers.com.
D) A homeowner goes to a website that sells building supplies to complain about a late shipment.

Question 12

Which of the following acts as a channel intermediary bringing together buyers and sellers to form a virtual exchange community?

A) a website value-added interconnect
B) a business-to-business on-line exchange
C) an electronic warehouse
D) a website facilitating unit

Question 13

In a re-formed market,why do first movers have the advantage?

A) They have more experience in their industry.
B) They write the rules in the re-formed market.
C) They are on the leading edge of technology.
D) First movers do not have the advantage in a re-formed market.

Question 14

According to the text,which of the following BEST describes on-line B2B exchanges?

A) They account for less than 10 percent of business purchasing.
B) They continue to grow in popularity.
C) They account for over 70 percent of business purchasing.
D) They are not catching on because businesses don't know about them.

Question 15

What are two basic forms of virtual business?

A) consumer-to-consumer e-commerce and consumer-to-business e-commerce
B) consumer-to-business e-commerce and business-to-consumer e-commerce
C) business-to-business e-commerce and business-to-consumer e-commerce
D) business-to-wholesaler e-commerce and business-to-consumer e-commerce

Question 16

According to the text,which of the following BEST describes the fast-paced investment in Internet technologies that characterized the 1990s?

A) It enabled the on-line data integration and communication technology that we know today.
B) It stretched into the 21st century.
C) It was foolhardy and has reaped no benefits.
D) It had no effect on the marketing mix.

Question 17

What was the result of the dot-com bubble?

A) a deformed market
B) a re-formed market
C) an unformed market
D) a breakthrough market

Question 18

Approximately how much of all money spent by consumers on Internet transactions is for travel and tourism products?

A) 10 percent
B) 3 percent
C) 33 percent
D) 66 percent

Question 19

According to Forrester Research,three factors influence a consumer's on-line buying behaviour.They are attitude toward technology,motivation to use technology,and which of the following?

A) psychographic factors
B) income
C) propensity for on-line exchanges
D) utilization of technology for information searches

Question 20

According to Porter's Five Industry Forces,barriers of entry on the Internet are which of the following?

A) low
B) lower than barriers to exit
C) of little consequence
D) high

Question 21

MGM Mirage,owner of 19 casinos including the Bellagio,the Mirage,and the MGM Grand,recently launched the first on-line casino out of the Isle of Man.The new site rejects gamblers from dozens of countries,including the United States,where on-line gambling is illegal.This is an example of how which of the following are shaping Internet strategies?

A) e-tailers
B) environmental factors
C) site extensions
D) e-marketplaces

Question 22

When Calvin's Visa bill arrived,he found numerous charges at locations where he had not conducted business.In addition,transactions were billed from around the country,although Calvin had not left home or used the Internet to purchase anything for that billing period.Calvin was a victim of which of the following?

A) multiple billing
B) identity theft
C) identity fixing
D) identity duplication

Question 23

What is the formula for stickiness?

A) Hits $\times$ Page Views
B) Frequency $\times$ Duration
C) Frequency $\times$ Duration $\times$ Site Reach
D) Duration $\times$ Hits $\times$ Page Views

Question 24

According to the text,what is a key to successful metrics of Internet success?

A) making them available to marketing researchers
B) generating a vast amount of data from log files
C) tying users' behaviour to prior events
D) knowing how many people come to the site

Question 25

The Busy Bee is a specialty shop that sells gourmet food products and wine as well as operating a small gourmet deli at lunchtime.The owner is thinking of selling gift baskets over the Internet during the holidays.Because The Busy Bee is unknown out of its neighbourhood,what would benefit it from using?

A) using a third-party service such as VeriSign to build trust with new customers
B) creating and broadcasting an electronic newsletter full of recipes
C) links to popular food preparation websites,such as Cooking Light and Gourmet
D) participating in a shopping bot

Question 26

Webcasts are a tool that marketers use for which of the following?

A) on-line sales promotion
B) on-line media distribution
C) on-line public relations
D) on-line advertising

Question 27

Which one of the following is the most important factor that influences consumer purchasing from certain company websites?

A) the familiarity of the on-line firm to the consumer
B) the costs if the purchased product does not actually ship to the consumer after on-line payment?
C) The appearance and "feel" of the site to the consumer.
D) having a physical location also

Question 28

August Moon is a talent agency that specializes in providing entertainers for college campuses in Canada.When Bradley visited the August Moon website,he found a list of all of the entertainers represented by the agency,a brief bio of each entertainer,and a history of the talent agency.The next time Bradley visited the August Moon site,he was welcomed back and shown a list of currently running shows starring performers he had clicked on during his previous visit.To maximize its customer relationship marketing efforts,August Moon's website uses which of the following?

A) Trojan horse technology
B) page layering
C) enhancement technology
D) cookies

Question 29

Sunil is reviewing a marketing plan for his new Internet site.How will he know if his design is a success?

A) He can write lots of cookies to visitors' hard drives.
B) Lots of visitors come often and stay a long time.
C) Lots of visitors come to this site (lots of hits).
D) A minimum number of visitors surf many pages at the site (lots of page views).

Question 30

A person looking for the best deal on Richard Gywn's biography of Sir John A.Macdonald could do a price comparison with multiple sellers simultaneously by using which of the following?

A) a shopping bot
B) clickstream
C) hypertext
D) a multimedia server

Question 31

According to the text,which of the following statements about e-mail is true?

A) Spam accounts for 85 percent of all e-mail transmissions.
B) Spam is regarded as a simple invasion of privacy.
C) Halting the use of spam through legislation is relatively quick and easy.
D) Low conversion rates have resulted in quite unprofitable e-mail promotional campaigns.

Question 32

Why is optimizing search engine results critical for marketers?

A) Over 40 percent of users quit searching after the first page of results.
B) Almost 90 percent of users quit searching after the first page of results.
C) Users tend to click on the first 10 links and then run a new search.
D) Optimizing search engine results is not very important.

Question 33

Regina sells handmade children's books on her website.She is dissatisfied with the number of visitors to her site and would like to place a link to her site on more popular book sites such Amazon.ca and Chapters.ca.If she affiliated with either of these sites,what would Regina most likely have to do?

A) pay the affiliate site every time someone linked to her site through the affiliate
B) pay the affiliate a commission on sales generated from buyers that linked to Regina's site from the affiliate site
C) pay a sign-up fee
D) pay a monthly fee for having her link on the site

Question 34

Which technology makes customized Web pages possible?

A) byte mapping
B) bit
C) cookies
D) HTML

Question 35

When Aaron went to a website specializing in Victorian architecture,he noticed a small placement for Amazon.com on the edge of the page.The text was about 10 cm square,told him that he could find books on this topic at Amazon.ca,and included a link directly to Amazon.What is the architecture site most likely to be?

A) an affiliate of Amazon
B) a partner of Amazon
C) a strategic arm of Amazon
D) a channel resource of Amazon

Question 36

According to the text,which of the following BEST describes spam?

A) It requires the mailer to use opt-in mailing lists.
B) It is illegal.
C) It is an effective method of finding prospects.
D) It is sent to unqualified prospects.

Question 37

On-line businesses understand the benefits inherent in promoting customer loyalty.What do the best loyalty programs offer?

A) better customer service
B) volume purchase discounts
C) free merchandise to their best customers
D) lower prices than the competition

Question 38

How many Web users arrive at a site by direct navigation?

A) approximately 60 percent
B) virtually 100 percent
C) less than 10 percent
D) none

Question 39

Which of the following is an electronic piece of information written to the user's local hard drive,keyed to a specific server,and passed back to the server when the user's browser again accesses the site?

A) a cookie
B) a customer information file
C) spam
D) an Internet bot

Question 40

Whenever Jamie launches RealPlayer,a large screen for Casino.com interrupts her download.If she clicks on it,marketers at the on-line casino can begin timing how long she stays at the site.What is Casino.com measuring?

A) recency
B) click-through
C) duration
D) a hit

Question 41

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.Viking Kittens is based in the United Kingdom.How many people there have Internet access?

A) 60 million
B) 46 million
C) 1 million
D) 3.7 million

Question 42

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.Joel Veitch wants to track visitors to the site.If he knows more about them,he can have the website load their favourite animation as soon as they arrive at VikingKittens.com.To do this,what would Joel need to use?

A) Secured Sockets Layer
B) page view data
C) click-through data
D) cookies

Question 43

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.When Jamie goes to VikingKittens.com,she can visit other animated photographs set to rock songs.Since the site is so funny,she goes there whenever she needs a good laugh.Once she's there,she forgets about time and ends up watching Viking Kittens and other animations several times each.Which metric best describes Jamie's response to the Viking Kittens site?

A) click-through
B) clickstream
C) sticky
D) page view

Question 44

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
Refer to Longaberger.Longaberger would like to sell direct to consumers at its website.Since most of its customers are used to dealing with the sales force,the company is concerned that they will be uncomfortable,and maybe even suspicious,of dealing directly with the company in an on-line environment.What technology could Longaberger use to allay customer concerns about transaction data?

A) bit protection
B) Secured Sockets Layer (SSL)
C) BBB reliability
D) cookies

Question 45

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.Why has Joel Veitch's small business enterprise benefited from Internet technology?

A) Barriers to entry in Internet marketing are low.
B) He knows about viral marketing.
C) His only product is electronic entertainment.
D) He had high inventories of Viking Kitten merchandise.

Question 46

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( HYPERLINK "http://www.menswearhouse.com" www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
Refer to Men's Wearhouse.What have the new Web-based cash registers at the Men's Wearhouse stores helped the company to do?

A) integrate its marketing communications
B) expand its marketing research
C) grow its customer base
D) improve customer service

Question 47

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( HYPERLINK "http://www.menswearhouse.com" www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
Refer to Men's Wearhouse.Salespeople at Men's Wearhouse can now offer shoppers merchandise that is not on the floor,or even in that particular store,through the company's website.The integration of conventional and Internet marketing has been a strategy focused on which of the following?

A) price
B) product
C) place
D) promotion

Question 48

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.What type of virtual activity is Viking Kittens?

A) C2C e-commerce
B) B2B e-commerce
C) corporate e-commerce
D) B2C e-commerce

Question 49

Abby sells customized makeup in flashy,unconventional colours.Her target market is Generation Y.
Refer to Makeup.In order to find out more about her customers' experience with their products,what should Abby consider using?

A) virtual newsletters
B) telephone surveys
C) social networking
D) a viral marketing fan site

Question 50

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Online Dictionary.Marlo is considering using the power of e-mail to encourage customers to tell their friends about her dictionary.What is this known as?

A) customer relationship creation
B) blanket marketing
C) spread
D) viral marketing

Question 51

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( HYPERLINK "http://www.menswearhouse.com" www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
Refer to Men's Wearhouse.By replacing cash registers with Web-enabled PCs,what did Men's Wearhouse implement?

A) a new Internet product strategy
B) a new Internet pricing strategy
C) a new Internet distribution strategy
D) a new Internet promotion strategy

Question 52

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
Refer to Longaberger.If the Longaberger Company wants to know how many people visit its site,and how often and how long they stay each time,the company would be examining which of the following?

A) its stickiness
B) its browsing record
C) its click-through tally
D) its page views

Question 53

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( HYPERLINK "http://www.menswearhouse.com" www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
Refer to Men's Wearhouse.The website that Men's Wearhouse has as part of its in-store program can best be described as which of the following?

A) a promotional strategy
B) integrating conventional and Internet channels
C) transactive marketing
D) the dissolution of a pure Internet strategy

Question 54

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
Refer to Longaberger.Susan was unfamiliar with Longaberger baskets until she followed a link from a craft supplies website to the Longaberger website.The craft supplies site is probably which of the following?

A) an affiliate of Longaberger
B) an outlet of Longaberger
C) a channel leader for Longaberger
D) a channel partner of Longaberger

Question 55

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.Jamie happened upon the Viking Kittens and,thinking it very humorous,sent the link to her husband,father,brother,and close friends.What is Jamie engaging in?

A) viral marketing
B) extension marketing
C) pass-along marketing
D) spread-the-word marketing

Question 56

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.CafePress sells Viking Kitten memorabilia on-line.At the bottom of every Viking Kitten animation is a link to the CafePress store.If the relationship between Joel Veitch and CafePress is an affiliate program,then which of the following would be true?

A) Joel Veitch would receive a fee for every time someone visiting his animations clicked through to the CafePress site.
B) CafePress would charge a monthly brokering fee for sales of Viking Kitten merchandise,but Joel Veitch would get all the proceeds from the sales.
C) Joel Veitch would receive a commission on every sale of Viking Kitten memorabilia made by someone linking to the store from his animation.
D) CafePress would receive a commission on every sale it made of Viking Kitten memorabilia.

Question 57

Men's Wearhouse,a men's clothing retailer,has made a significant financial investment in developing software for Web-enabled personal computers that have replaced cash registers.The PCs allow sales personnel to not only ring up purchases but also check inventory and retrieve information on what to wear when.If one store doesn't have a certain jacket in a certain size,salespeople can give shoppers instant access to the inventory of the chain's 504 stores,via the MensWearhouse.com website ( HYPERLINK "http://www.menswearhouse.com" www.menswearhouse.com)as well as a company intranet.Customers can then order the jacket on-line and have it delivered to their home or for pickup at the store.
Refer to Men's Wearhouse.The new Web-based cash registers at the Men's Wearhouse give the company the opportunity to do which of the following?

A) move customers to the Web and out of the store
B) retain more technically qualified personnel
C) redeem on-line coupons
D) capture information about the purchases of individual customers

Question 58

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Viking Kittens.Jamie typed "Viking Kittens" into the Google search engine.Joel Veitch's site was not the first listing.That place was occupied by eBay advertising Viking memorabilia and was labelled a sponsored link.Veitch's site was not labelled a sponsored link.What does this mean?

A) eBay paid for the top listing slot.
B) Veitch cannot afford the top listing.
C) Veitch's site link is selected less often than the eBay site link.
D) Veitch did not have enough search terms to get the highest listing.

Question 59

Joel Veitch is the creator of a British Internet comedy screen called Viking Kittens.Photographs of two kittens have been modified to make them look like Vikings and then superimposed on an animated background of them crossing the ocean on a Viking ship.In the background plays Led Zeppelin's "Immigrant Song." More striking perhaps than the comedy of the animation is the fact that as the kittens are rolling along the waves,you can follow a link to an on-line store selling mugs,t-shirts,and sweatshirts with the Viking kittens' image emblazoned on them.Veitch began adding merchandise only a week after the site went live as a response to e-mail requesting he create Viking Kitten products.He says he sells about 15 to 20 items a day from his various comic websites,and he estimates selling one item for roughly 3,500 Viking Kittens page views.
Refer to Online Dictionary.Tools that Marlo could use effectively include all of the following EXCEPT which one?

A) targeted e-mail messages to school administrators
B) a newsletter about language development sent electronically to parents and schools
C) affiliate marketing with Webster,Britannica,and other adult dictionaries and information sources
D) untargeted e-mail messages to develop broad national attention

Question 60

Longaberger is a company that sells baskets,pottery,fabrics,home decor,and home accessories through independent sales consultants.It has a website at www.longaberger.com.A visitor at this website can learn how to become a sales consultant and present a Longaberger home show for his or her friends.Answers to any questions a potential sales consultant might have are available at the site.Additional pages at the site tell the company's history,offer decorating tips,and spotlight this month's products.Each month the company,which began as a producer of high-quality baskets,creates an on-line newsletter for its customers,who are very brand loyal.One issue of the newsletter included sale information,new product information,and a story about the history of the Longaberger family.Access to the newsletter is available at the website.
Refer to Longaberger.If someone who wanted to buy a set of baskets for the top of her desk,she could use which of the following to find the prices of other baskets-not just those made by Longaberger.

A) a clickstream
B) a multimedia server
C) a shopping bot
D) hypertext

Question 61

Mass customization is not possible on the Internet because there is no product to be customized.

Question 62

Companies pay fees for better placement in the results of search engine listings.

Question 63

More Americans use the Internet than citizens of any other country in the world.

Question 64

Nationally branded products cannot be considered commodities in the same way grain and livestock are.

Question 65

E-marketplaces are used for only business-to-business (B2B)marketing.

Question 66

Abby sells customized makeup in flashy,unconventional colours.Her target market is Generation Y.
Refer to Makeup.When someone types "makeup" into the Google search engine,Abby's site is near the bottom of the list.In order to maximize her search engine placement,what can Abby do?

A) place important phrases at the top of the page
B) bid and pay for better placement
C) create a more limited set of search terms
D) use beta tags

Question 67

One of the biggest hurdles on-line businesses have to overcome is the consumers' lack of awareness that their websites even exist.

Question 68

Pricing on the Web is consistent and inflexible.

Question 69

Broadcasting solicited e-mail is considered spamming.

Question 70

A branded commodity means that a coffeemaker with a certain model number at one retailer is equivalent to the same coffeemaker with the same model number at a different retailer.

Question 71

Today's on-line integration wouldn't have progressed as far without the cash and resources harnessed by the fledgling Internet startups of the late 1990s.

Question 72

A shopping bot is an electronic piece of information written to the user's local hard drive.It is keyed to a specific server and passed back to the server when the user's browser again accesses the server.

Question 73

An affiliate program is a goodwill relationship where one company agrees to put a link to another website on its own corporate website for free.

Question 74

People with lower levels of education are as likely to be on the Internet as those who have graduated from postsecondary education.

Question 75

The controversy around cookies is all hype.They are protected on your hard drive.

Question 76

Web cash,such as CyberCash and Digicash,is a popular way to pay for purchases.

Question 77

Webcasts are popular on-line public relations tools.

Question 78

When Levi's makes custom jeans,the jeans are still just an assembly-line product because they have to be manufactured in a traditional factory.

Question 79

Male consumers make more on-line purchases and spend more money than females

Question 80

Using social networking is a useful way to interact with consumers of Generation Y.