Question 1

The percentage of Web users who arrive at a site by direct navigation is:

Accepted Answer

A)  decreasing 
B)  increasing 
C)  staying roughly the same 
D)  of little importance to marketing managers 
E)  a popular metric for measuring the success of a Web site 
A)  decreasing 
B)  increasing 
C)  staying roughly the same 
D)  of little importance to marketing managers 
E)  a popular metric for measuring the success of a Web site B

Question 2

SCENARIOS
Longaberger
Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that 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 Web site.
-Refer to Men's Wearhouse.The Web site that Men's Wearhouse has as part of its in-store program can best be described as:

Accepted Answer

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

Question 3

When Levi's makes custom jeans,it is still just an assembly-line product because it has to be manufactured in a traditional factory.

Accepted Answer

A) True 
 B)False  False

Question 4

A key to successful metrics of Internet success is

Accepted Answer

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

Question 5

Online B2B exchanges:

Accepted Answer

A)  continue to grow in popularity 
B)  are not catching on because businesses don't know about them 
C)  account for over 70% of business purchasing 
D)  account for less than 10% of business purchasing 
E)  grew by 100% between 2001 and 2002 
A)  continue to grow in popularity 
B)  are not catching on because businesses don't know about them 
C)  account for over 70% of business purchasing 
D)  account for less than 10% of business purchasing 
E)  grew by 100% between 2001 and 2002

Question 6

SCENARIOS
Longaberger
Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that 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 Web site.
-Refer to Viking Kittens.Joel Veitch's small business enterprise has benefited from Internet technology because:

Accepted Answer

A)  his only product is electronic entertainment 
B)  barriers to entry in Internet marketing are low 
C)  he knows about viral marketing 
D)  research shows Web surfers like kittens 
E)  he had high inventories of Viking Kitten merchandise 
A)  his only product is electronic entertainment 
B)  barriers to entry in Internet marketing are low 
C)  he knows about viral marketing 
D)  research shows Web surfers like kittens 
E)  he had high inventories of Viking Kitten merchandise

Question 7

Marlo has launched an on-line dictionary for elementary school children,but she has yet to establish a promotional campaign for the site.She is considering using the power of email to encourage customers to tell their friends about her dictionary.This is known as .

Accepted Answer

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

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

Spam is easy to regulate.Lawmakers just need to make a registry for spam like the do-not-call telemarketing list.

Accepted Answer

A) True 
 B)False

Question 10

SCENARIOS
Longaberger
Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that 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 Web site.
-Refer to Men's Wearhouse.The new Web-based cash registers at the Men's Wearhouse stores have helped the company:

Accepted Answer

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

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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,Jackson's phone is an example of a(n) .

Accepted Answer

A)  price-driven item 
B)  Internet product 
C)  Internet commodity 
D)  branded commodity 
E)  None of these describe Jackson's phone. 
A)  price-driven item 
B)  Internet product 
C)  Internet commodity 
D)  branded commodity 
E)  None of these describe Jackson's phone.

Question 13

The fast-paced investment in Internet technologies that characterized the 1990s:

Accepted Answer

A)  was foolhardy and has reaped no benefits 
B)  enabled the online data integration and communication technology that we know today 
C)  created real market value and profits 
D)  stretched into the 21st century 
E)  had no effect on the marketing mix 
A)  was foolhardy and has reaped no benefits 
B)  enabled the online data integration and communication technology that we know today 
C)  created real market value and profits 
D)  stretched into the 21st century 
E)  had no effect on the marketing mix

Question 14

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

Accepted Answer

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

Question 15

Describe three ways that the Internet is putting pressure on pricing.

Accepted Answer

SHOPPING BOTS are allowing customers to

Question 16

Optimizing search engine results is critical for marketers because:

Accepted Answer

A)  almost 50% of users quit searching after the first page of results 
B)  almost 80% of users quit searching after the first page of results 
C)  no one looks at listings deeper than the fifth page of results 
D)  users tend to click on the first 10 links and then run a new search 
E)  Optimizing search engine results is not very important. 
A)  almost 50% of users quit searching after the first page of results 
B)  almost 80% of users quit searching after the first page of results 
C)  no one looks at listings deeper than the fifth page of results 
D)  users tend to click on the first 10 links and then run a new search 
E)  Optimizing search engine results is not very important.

Question 17

Abby has developed a line of flashy,brightly colored cosmetics with funky names.The products have humorous names that are slightly irreverent.For example,her lipsticks are called Kissing Sticks and come in colors like bright orange,lavender,and minty green.Prices for a lipstick begin at $18,well over the average of $3.50 found at the local drugstore.Abby wants to begin marketing her products on the Internet.As her marketing manager,she has asked you to identify whether you think this is a good idea based on Internet demographics and trends.

Accepted Answer

Although more Internet users worldwide a

Question 18

Which of the following is the BEST example of business-to-business (B2B)commerce?

Accepted Answer

A)  A meteorologist orders a rain gauge for his home deck. 
B)  A restaurant orders 50 pounds of sugar from the Dixie Crystal sugar Web site. 
C)  Harry buys his wife a birthday gift at Flowers.com. 
D)  A homeowner goes to a Web site that sells building supplies to complain about a late shipment. 
E)  Robin uses eBay to buy a pair of Victorian lamps from a seller in Wisconsin. 
A)  A meteorologist orders a rain gauge for his home deck. 
B)  A restaurant orders 50 pounds of sugar from the Dixie Crystal sugar Web site. 
C)  Harry buys his wife a birthday gift at Flowers.com. 
D)  A homeowner goes to a Web site that sells building supplies to complain about a late shipment. 
E)  Robin uses eBay to buy a pair of Victorian lamps from a seller in Wisconsin.

Question 19

Instant messaging is a useful way to interact with consumers of Generation Y.

Accepted Answer

A) True 
 B)False

Question 20

SCENARIOS
Longaberger
Longaberger is a company that sells baskets,pottery,fabrics,home decor and home accessories through independent sales consultants.It has a Web site at www.longaberger.com.A visitor at this Web site can learn how to become a sales consultant and present a Longaberger home show for their friends.Answers to any questions someone might have who would like to sell Longaberger baskets are available at the site.There are additional pages at the site that 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 Web site.
-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.The metric that best describes Jamie's response to the Viking Kittens site is .

Accepted Answer

A)  sticky 
B)  click-through 
C)  page view 
D)  clickstream 
E)  none of these describe Jamie's behavior 
A)  sticky 
B)  click-through 
C)  page view 
D)  clickstream 
E)  none of these describe Jamie's behavior

The percentage of Web users who arrive at a site by direct navigation is:

When Levi's makes custom jeans,it is still just an assembly-line product because it has to be manufactured in a traditional factory.

A key to successful metrics of Internet success is

Online B2B exchanges:

Marlo has launched an on-line dictionary for elementary school children,but she has yet to establish a promotional campaign for the site.She is considering using the power of email to encourage customers to tell their friends about her dictionary.This is known as .

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

Spam is easy to regulate.Lawmakers just need to make a registry for spam like the do-not-call telemarketing list.

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

The fast-paced investment in Internet technologies that characterized the 1990s:

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

Describe three ways that the Internet is putting pressure on pricing.

Optimizing search engine results is critical for marketers because:

Which of the following is the BEST example of business-to-business (B2B)commerce?

Instant messaging is a useful way to interact with consumers of Generation Y.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management

Filters

Exam 19: Internet Marketing

The percentage of Web users who arrive at a site by direct navigation is:

When Levi's makes custom jeans,it is still just an assembly-line product because it has to be manufactured in a traditional factory.

A key to successful metrics of Internet success is

Online B2B exchanges:

Marlo has launched an on-line dictionary for elementary school children,but she has yet to establish a promotional campaign for the site.She is considering using the power of email to encourage customers to tell their friends about her dictionary.This is known as .

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

Spam is easy to regulate.Lawmakers just need to make a registry for spam like the do-not-call telemarketing list.

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

The fast-paced investment in Internet technologies that characterized the 1990s:

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

Describe three ways that the Internet is putting pressure on pricing.

Optimizing search engine results is critical for marketers because:

Which of the following is the BEST example of business-to-business (B2B)commerce?

Instant messaging is a useful way to interact with consumers of Generation Y.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management

Filters