Question 1

Which of the following is NOT an approach used to attract the right audience to a website?

Accepted Answer

A)   sponsorships
B)   interconnects
C)   targeted e-mail
D)   affiliate promotion
E)   portal arrangements B

Question 2

The World Wide Web:

Accepted Answer

A)   is a synonym for the Internet.
B)   was created in the early 1970s to link researchers at many different sites.
C)   makes it possible for users to share a full range of communications from text to graphics and audio messages.
D)   is cumbersome to use.
E)   is accurately described by all of the above. C

Question 3

The Internet was created as a genetic research tool prior to World War II.

Accepted Answer

A) True 
 B)False  False

Question 4

Extranets:

Accepted Answer

A)   allow business partners access to highly sensitive data about current operations.
B)   require strong relationships built on mutual trust.
C)   speed up decision making processes and get products to market faster.
D)   make electronic commerce a viable strategy.
E)   are accurately described by all of the above.

Question 5

The primary promotion objective, and sometimes the only promotion objective, for an Internet marketer is to attract customers to its website.

Accepted Answer

A) True 
 B)False

Question 6

The primary benefit of an e-information website to business-to-business marketers is:

Accepted Answer

A)   greater efficiency in dealing with suppliers and customers.
B)   the goodwill generated by such sites.
C)   its ability to strengthen relationships between customers and suppliers.
D)   its ability to defuse negative public relations.
E)   the ability to create a sustainable Internet competitive advantage.

Question 7

What is the major distinguishing feature for Internet communications in comparison to traditional media advertising?

Accepted Answer

A)   long lead time
B)   ease with which sites are set up and maintained
C)   costs
D)   interaction opportunities
E)   passalong rate

Question 8

A portal:

Accepted Answer

A)   is also called a gateway.
B)   offers a directory of websites.
C)   provides the user with a search engine to look for information.
D)   gives access to e-mail service.
E)   is accurately described by all of the above.

Question 9

Which type of unsponsored promotion has been most influenced by the Internet?

Accepted Answer

A)   advocacy advertising
B)   publicity
C)   word-of-mouth
D)   guerrilla
E)   coupons

Question 10

MyDailyCartoon.com is a site, which contains frequently updated cartoons about dogs and cats. Friskies pet food has a permanent place on this website. Friskies offers special products and pet care information to visitors to the site. Friskies is using a(n):

Accepted Answer

A)   sponsorship.
B)   banner ad.
C)   networked interconnect.
D)   aggregate promotion.
E)   portal arrangement.

Question 11

Ingram Book Group, the largest book distributor in the world, ships books to some Amazon.com customers as part of a deal between the two companies. Ingram will ship orders of single books directly to customers in cases where Amazon does not have the books in its inventory. Ingram will engage in _____ for Amazon.

Accepted Answer

A)   purchase creation
B)   market delivery
C)   service management
D)   fulfillment
E)   follow-up service

Question 12

What do American Online, Yahoo!, and Netscape Navigator have in common?

Accepted Answer

A)   They permit easy access to the Web for virtually anyone with a PC and a telephone line connection.
B)   They are all types of portals.
C)   They are all user-specific interstitials.
D)   They are all types of electronic directories.
E)   They are found on the Internet and not on the Web.

Question 13

Any individual or organization can create and register a _____, a collection of files beginning with a  home page, that is accessible through a unique address.

Accepted Answer

The answer of Any individual or organization can create and...

Question 14

Which of the sections in an e-information website is potentially most important in terms of creating opportunities for interaction between the organization maintaining the site and the potential customer?

Accepted Answer

A)   current business operations
B)   background and general information
C)   links
D)   attraction and entertainment features.
E)   contact point

Question 15

_____ is one method of identifying Internet market segments. This technique involves tracking the pages  visited by various individuals, gathering information on the time they spent at a site, and recording the purchases made at a site. People with similar buying behavior are grouped together.

Accepted Answer

The answer of _____ is one method of identifying Internet...

Question 16

What is hypothesized to be the single biggest hurdle for firms contemplating a move to the Internet?

Accepted Answer

A)   getting merchandise delivered in a timely fashion
B)   providing customer service
C)   keeping proprietary information from falling into the hands of competitors
D)   maintaining gross margins
E)   calculating economic order quantities (EOQs)

Question 17

Hy-Vee Food Stores has implemented the technology to make its portal accessible to its suppliers. Suppliers can access simple reports on sales activity and engage in real-time ordering. Hy-Vee has created a(n):

Accepted Answer

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

Question 18

Which of the following is an example of a strategy middlemen have devised to add value to their positions in the supply chain?

Accepted Answer

A)   collaborative filtering
B)   product fulfillment
C)   co-location
D)   joint distribution
E)   distribution fulfillment

Question 19

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.
-What else can Mattel do to avoid problems with its retailers?

Accepted Answer

A)   Offer its full product line on the site.
B)   Use leader pricing to sell the dolls online.
C)   Use direct distribution.
D)   Target a different market such as women who want to recreate their childhood.
E)   Create links to other sites where toys are marketed.

Question 20

When Huston visited the SoBe beverages website, he was able to get the upcoming schedule for the next X Games by clicking on the X Games logo. SoBe sponsors a team that participates in the extreme sports that make up the X Games. Huston used a(n) _____ to get to the X Games website.

Accepted Answer

A)   portal
B)   browser
C)   link
D)   interconnect
E)   contact point

Exam 22: Marketing and the Information Economy