Deck 7: Consumer Behavior Online

Question 1

One way for marketers to watch the trends of internet users is to _____.

A) monitor RSS feeds
B) monitor search terms entered at Google, Yahoo!, and other search engines/directories
C) measure the use of chat rooms
D) all of the above

Answer 1

B

Question 2

One of the alternatives to credit card payments on the internet mentioned in the text is _____.

A) trade
B) smart card
C) phone card
D) cash

Answer 2

B

Question 3

DSL technology is a method for _____,

A) transmitting wireless data
B) providing video on demand
C) transmitting data at high speed over phone lines
D) connecting high speed cable modems

Answer 3

C

Question 4

According to the text, _____ of US television viewers still watch live television, thus being exposed to commercials, while about _____ of viewers using DVRs fast-forward through commercials.

A) 60%; 90%
B) 65%; 70%
C) 95%; 70%
D) 95%; 50%

Question 5

Which of the following is not one of the social/cultural trends that have impacted online exchange?

A) Information overload
B) Time poverty
C) Work at home
D) None of the above

Question 6

_____ is a basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return.

A) Commerce
B) Barter
C) Exchange
D) Promotion

Question 7

Because time poverty is a problem for today's consumers, they want _____.

A) bunkering
B) appropriate benefits for the time they spend online
C) more multimedia on Web sites
D) less expensive dial-up connections

Question 8

Which of the following constitutes the cost of a consumer's resources for exchange?

A) money
B) energy
C) time
D) all of the above

Question 9

What is the main reason for which consumers do not use the Internet?

A) social
B) political
C) technological
D) all of the above

Question 10

Which of the following strategies have been implemented to deal with a mixed bandwith audience for a web site?

A) design for the slowest user
B) design for the fastest user
C) design fast and slow versions of the site
D) all of the above

Question 11

Strategies to deal with users with mixed bandwidths include all the following except _____.

A) design for the slowest user
B) use text only Websites
C) design for the fastest user
D) create fast and slow versions of the Web site

Question 12

Which of the following is not identified as one of the five major activities that consumers do as they spend time online?

A) Connect
B) Create
C) Transform
D) Give

Question 13

The text gives several reasons for the probable increase in U.S. adoption of broadband in the near future. Which of the following is not one of the reasons given?

A) most television is now transmitted digitally
B) devices such as DVRs allow TV programs to be delivered on demand
C) broadband will be required for employees to work from home
D) broadband services are increasingly offered by cable companies

Question 14

According to the text, some research shows that online shoppers tend to be more _____ oriented than ______ oriented.

A) time; experience
B) goal; experience
C) experience; time
D) experience; goal

Question 15

Online oxygen is a term coined by HYPERLINK "http://www.trendwatching.com" www.trendwatching.com which refers to _____.

A) empowering customers
B) multitasking on the internet
C) addictive nature and qualities of the internet
D) instant messaging

Question 16

According to the text, _____ percent of US consumers used the internet in 2012.

A) 50
B) 60
C) 85
D) 90

Question 17

Which of the following is a tool that companies can use to send data to customers?

A) voice mail
B) fax machine
C) smartphone
D) all of the above

Question 18

High bandwidth allows consumers to enjoy which of the following services?

A) phone calls delivered over the Internet
B) delivery of music and movies over the Web
C) real-time virtual reality
D) all of the above

Question 19

_____ is the idea that there is infinite information, but the demand for it is limited by human capacity.

A) Attention economy
B) Bunkering
C) Time poverty
D) Multiple channel shopping

Question 20

Aside from bookmarks and browser favorites, internet consumers can use _____ to bring them directly specific information, news reports, or promoted specials.

A) tweebs
B) tracking software
C) cookies
D) social networking widgets

Question 21

According to the text, at least a quarter of American consumers donate to causes via the internet or help others in need online.

Question 22

Streaming media causes fewer consumers to have access to online entertainment.

Question 23

What are the main social/cultural trends that have impacted online exchange?

Question 24

According to Dr. Paul Marsden, consumer online buying behavior has many additional characteristics that differ from offline behavior. Discuss some of those characteristics.

Question 25

The most dramatic increase in online trade over the past two years has been in travel reservations.

Question 26

Unfortunately, over half of online shopping carts are abandoned.

Question 27

The Internet has moved from a utility to a novelty.

Question 28

Few Internet users currently seek information online prior to buying products, although this segment holds huge growth potential.

Question 29

The "killer app" among all media is television.

Question 30

What are the individual characteristics that differentiate Internet users from non-users and high users from low users?

Question 31

From the individual consumer perspective what two technological developments affect online consumer behavior today?

Question 32

The "killer app" for the global internet is e-mail.

Question 33

What resources must consumers use in exchange for the benefits of the Internet?

Question 34

Many consumer behavior principles that describe offline buying behavior do not apply to online marketing.

Question 35

Telmatics is an online translation system for converting Web sites into multiple languages.

Question 36

In order for e-marketers to create effective marketing strategies it is important to understand only what motivates consumers to buy in the short run.

Question 37

According to the text, less connected groups of U.S. consumers represent the 10% of Internet nonusers who earn low incomes and have little formal education.

Question 38

Most online shoppers have either a price or quality orientation.