Question 1

The role of customer information in marketing is to:

Accepted Answer

A)  raise the break-even quantity. 
B)  decrease contribution margin. 
C)  increase fixed costs. 
D)  create a marketing mix strategy that result in customer satisfaction. 
E)  do all of the above. 
A)  raise the break-even quantity. 
B)  decrease contribution margin. 
C)  increase fixed costs. 
D)  create a marketing mix strategy that result in customer satisfaction. 
E)  do all of the above.

Question 2

The role of customer information in marketing is to:

Accepted Answer

A)  create a marketing mix that better satisfies the needs of the customer. 
B)  increase an organization's economic order quantity. 
C)  increase operating costs. 
D)  increase the intensity of product distribution. 
E)  decrease profit margins. 
A)  create a marketing mix that better satisfies the needs of the customer. 
B)  increase an organization's economic order quantity. 
C)  increase operating costs. 
D)  increase the intensity of product distribution. 
E)  decrease profit margins.

Question 3

Office Depot, the office supply superstore, has developed wireless, handheld computers for its store managers and sales associates to use. When bewildered customers inquire about a product, a computer-equipped sales associate can pull detailed information on products right out of the corporate database instead of making wild guesses. Employees at one store can contact employees at another store for advice or information. This is an example of how _____ can be used to enhance marketing.

Accepted Answer

A)  intranets 
B)  partnering software 
C)  extranets 
D)  Internet servers 
E)  electronic data interchangeable browsers 
A)  intranets 
B)  partnering software 
C)  extranets 
D)  Internet servers 
E)  electronic data interchangeable browsers

Question 4

When Betty visits a website that sells CDs, she is greeted with a list of current CDs the marketer thinks she would like based on her previous purchases and purchases of customers whose likes in music seem to parallel hers. This is an example of:

Accepted Answer

A)  collaborative filtering. 
B)  aggregated marketing. 
C)  grouping. 
D)  website congregating. 
E)  niche marketing. 
A)  collaborative filtering. 
B)  aggregated marketing. 
C)  grouping. 
D)  website congregating. 
E)  niche marketing.

Question 5

There is a prominent, boxed-in ad for Dove cleansing bar at the iVillage.com website. Visitors to iVillage can click on the _____ ad and be transported to the Dove home page.

Accepted Answer

The answer of There is a prominent, boxed-in ad for...

Question 6

_____ are individuals or organizations linked together to share data, exchange information and ideas, and perform tasks.

Accepted Answer

A)  Browsers 
B)  Portals 
C)  Websites 
D)  Directories 
E)  Networks 
A)  Browsers 
B)  Portals 
C)  Websites 
D)  Directories 
E)  Networks

Question 7

The Internet advertising of a consumer product is most closely related to which of the following types of advertising?

Accepted Answer

A)  reminder advertising 
B)  pioneering advertising 
C)  brand-building advertising 
D)  advocacy advertising 
E)  trade advertising 
A)  reminder advertising 
B)  pioneering advertising 
C)  brand-building advertising 
D)  advocacy advertising 
E)  trade advertising

Question 8

Mattel is the world's largest toy maker, and the Barbie doll is the world's best-selling toy. (It accounts for 28 percent of Mattel's sales.) In the fall of 2001, Mattel created www.Barbie.com. Its primary reason for taking this step was because the Internet had become "a very compelling part of a young girl's life." This was not Mattel's first attempt at interactive marketing. In 1998, it had introduced a Website where girls could design a personalized Barbie doll including hairstyle, eye and hair color, skin tone, clothes, and accessories. The custom-made doll was shipped to the buyer within six to eight weeks of its order date. However, Mattel was not pleased with the operation of the site, and neither were its retailers. The new Website is designed to accommodate many of its retailers' concerns. For instance, its prices are set 15 percent higher than the suggested retail price.
-At the Barbie Website, parents can connect to another site designed to promote the teaching of art and music in elementary classrooms. The ability to easily navigate to another site from the Barbie site exemplifies how a(n) _____ works.

Accepted Answer

A)  interconnect. 
B)  interstitial. 
C)  contact point. 
D)  link. 
E)  info site. 
A)  interconnect. 
B)  interstitial. 
C)  contact point. 
D)  link. 
E)  info site.

Question 9

Banner advertising is the least targeted of any type of Internet advertising.

Accepted Answer

A) True 
 B)False

Question 10

Electronic data interchange (EDI) is:

Accepted Answer

A)  a fairly inflexible system. 
B)  costly to implement. 
C)  a proprietary system in which data are exchanged between trading partners. 
D)  a system that saves time, minimizes order-processing costs, and reduces clerical errors. 
E)  accurately described by all of the above. 
A)  a fairly inflexible system. 
B)  costly to implement. 
C)  a proprietary system in which data are exchanged between trading partners. 
D)  a system that saves time, minimizes order-processing costs, and reduces clerical errors. 
E)  accurately described by all of the above.

Question 11

Electronic _____ are created when individuals or organizations are linked via some form of telecommunications.

Accepted Answer

A)  browsers 
B)  portals 
C)  websites 
D)  directories 
E)  networks 
A)  browsers 
B)  portals 
C)  websites 
D)  directories 
E)  networks

Question 12

What kind of company can be expected to engage in e-transactions?

Accepted Answer

A)  a manufacturer of supplies needed to clean up after an oil spill 
B)  an airline company 
C)  a company that provides genealogical services for people who want to locate their ancestors 
D)  a company that manufactures replacement automobile parts 
E)  all of the above 
A)  a manufacturer of supplies needed to clean up after an oil spill 
B)  an airline company 
C)  a company that provides genealogical services for people who want to locate their ancestors 
D)  a company that manufactures replacement automobile parts 
E)  all of the above

Question 13

Many manufacturers prefer not to disrupt their production process and tend to postpone customizing products. One approach to overcome this problem, which often creates long periods between order placement and delivery, is _____. This technique allows semi-finished products to be sent to the distributor who finishes the manufacturing process.

Accepted Answer

A)  channel assembly 
B)  channel role expansion 
C)  disintermediation 
D)  supplier finishing 
E)  channel overlap 
A)  channel assembly 
B)  channel role expansion 
C)  disintermediation 
D)  supplier finishing 
E)  channel overlap

Question 14

A browser is an entrance and a guide to the rest of the Web.

Accepted Answer

A) True 
 B)False

Question 15

A large chain of convenience stores in the Pacific northeast regularly uses an electronic data interchange (EDI) when:

Accepted Answer

A)  placing the order to repave the parking lot 
B)  performing maintenance on gas pump gauges 
C)  responding to a customer demand for a refund 
D)  ordering more snack food 
E)  deciding whether to carry a line of greeting cards. 
A)  placing the order to repave the parking lot 
B)  performing maintenance on gas pump gauges 
C)  responding to a customer demand for a refund 
D)  ordering more snack food 
E)  deciding whether to carry a line of greeting cards.

Question 16

An electronic directory:

Accepted Answer

A)  maintains cache sites within e-mail inboxes. 
B)  provides an Internet visitor with the necessary application program to look at and interact with individual websites. 
C)  is an electronic database used to access individual names for cold calling. 
D)  is similar in concept to a phone book. 
E)  is also called a portal. 
A)  maintains cache sites within e-mail inboxes. 
B)  provides an Internet visitor with the necessary application program to look at and interact with individual websites. 
C)  is an electronic database used to access individual names for cold calling. 
D)  is similar in concept to a phone book. 
E)  is also called a portal.

Question 17

Like firms using other business formats, firms making use of the Internet need to segment their markets and then concentrate on selected markets.

Accepted Answer

A) True 
 B)False

Question 18

Gathering information has only recently become an integral part of marketing.

Accepted Answer

A) True 
 B)False

Question 19

The widespread application of technology to business began:

Accepted Answer

A)  after World War II 
B)  before the Civil War 
C)  during the Industrial Revolution 
D)  as a result of the Great Depression 
E)  during the 1960s 
A)  after World War II 
B)  before the Civil War 
C)  during the Industrial Revolution 
D)  as a result of the Great Depression 
E)  during the 1960s

Question 20

Activities related to filling orders are collectively referred to as:

Accepted Answer

A)  purchase satisfaction. 
B)  product delivery. 
C)  service management. 
D)  fulfillment. 
E)  follow-up service. 
A)  purchase satisfaction. 
B)  product delivery. 
C)  service management. 
D)  fulfillment. 
E)  follow-up service.

The role of customer information in marketing is to:

The role of customer information in marketing is to:

When Betty visits a website that sells CDs, she is greeted with a list of current CDs the marketer thinks she would like based on her previous purchases and purchases of customers whose likes in music seem to parallel hers. This is an example of:

There is a prominent, boxed-in ad for Dove cleansing bar at the iVillage.com website. Visitors to iVillage can click on the _____ ad and be transported to the Dove home page.

_____ are individuals or organizations linked together to share data, exchange information and ideas, and perform tasks.

The Internet advertising of a consumer product is most closely related to which of the following types of advertising?

Banner advertising is the least targeted of any type of Internet advertising.

Electronic data interchange (EDI) is:

Electronic _____ are created when individuals or organizations are linked via some form of telecommunications.

What kind of company can be expected to engage in e-transactions?

A browser is an entrance and a guide to the rest of the Web.

A large chain of convenience stores in the Pacific northeast regularly uses an electronic data interchange (EDI) when:

An electronic directory:

Like firms using other business formats, firms making use of the Internet need to segment their markets and then concentrate on selected markets.

Gathering information has only recently become an integral part of marketing.

The widespread application of technology to business began:

Activities related to filling orders are collectively referred to as:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Market Segmentation Targeting and Positioning

Filters

Exam 22: Marketing and the Information Economy

The role of customer information in marketing is to:

The role of customer information in marketing is to:

When Betty visits a website that sells CDs, she is greeted with a list of current CDs the marketer thinks she would like based on her previous purchases and purchases of customers whose likes in music seem to parallel hers. This is an example of:

There is a prominent, boxed-in ad for Dove cleansing bar at the iVillage.com website. Visitors to iVillage can click on the _____ ad and be transported to the Dove home page.

_____ are individuals or organizations linked together to share data, exchange information and ideas, and perform tasks.

The Internet advertising of a consumer product is most closely related to which of the following types of advertising?

Banner advertising is the least targeted of any type of Internet advertising.

Electronic data interchange (EDI) is:

Electronic _____ are created when individuals or organizations are linked via some form of telecommunications.

What kind of company can be expected to engage in e-transactions?

A browser is an entrance and a guide to the rest of the Web.

A large chain of convenience stores in the Pacific northeast regularly uses an electronic data interchange (EDI) when:

An electronic directory:

Like firms using other business formats, firms making use of the Internet need to segment their markets and then concentrate on selected markets.

Gathering information has only recently become an integral part of marketing.

The widespread application of technology to business began:

Activities related to filling orders are collectively referred to as:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Market Segmentation Targeting and Positioning

Filters