116) Electronic shopping agents that search websites to compare prices and product or service
features are referred to as
A) cookies.
B) weblinks.
C) intranets.
D) extranets.
E) bots.
117) Bots are
A) web pages that serve as a publicly accessible personal journal for an individual or
organization.
B) computer files that a marketer can download onto the computer or mobile phone of an online
shopper who visits the marketer’s website.
C) electronic shopping agents that search websites to compare prices and product or service
features.
D) filters that reduce the number of unsolicited messages allowed into an individual’s e-mail
account.
E) interactive Internet-enabled systems that allow individual customers to design their own
products and services.
118) Bots contribute to the convenience of online shopping because they
A) reduce time spent online.
B) allow customers to make online comparisons of prices and product features.
C) permit customers to design one-of-a-kind items that fit their specific needs.
D) allow customers to engage in an electronic dialogue with marketers.
E) offer customers almost any product or service they want.
119) Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by
one of his favorite authors was recently published and she plans to buy it. However, because she
is on a limited budget, she wants to find the lowest price. The most convenient way for Megan to
find the best price for the book would be to
A) drive to a large shopping center that is 45 minutes away from home where there are two
bookstores (Barnes & Noble and Half-Priced Books) to see which one has the book at the lowest
price.
B) call all five bookstores in her community to inquire about the price of the book at each one.
C) use a bot to search the websites of online booksellers and locate the best price.
D) use a cookie to contact various bookstores and find the one with the best price.
E) create a choice board using the Barnes & Noble’s Facebook page.
120) According to the eight-second rule,
A) it only takes eight seconds for someone to learn how to navigate a marketer’s website.
B) any online purchase should take no more than eight seconds to complete.
C) prospective customers will not wait longer than eight seconds for a response to a chat.
D) 50 percent of online consumers will spend less than eight seconds viewing a single webpage.
E) customers will abandon a website if download time exceeds eight seconds.
121) It is commonly believed that customers will abandon their efforts to enter and navigate a
website if download time exceeds eight seconds, which is referred to as
A) the stickiness guideline.
B) the 80/20 principle.
C) the eight-second rule.
D) the law of limited patience.
E) the expedience factor.
122) On eBay.com, the Internet auction website, sellers design the web page on which they sell
their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a
background that resembled fluffy clouds in a blue sky. The page contained six pictures of the
tray from different angles and an animated depiction of an American flag. Many potential buyers
abandoned the web page before all the pictures downloaded. The seller must have been unaware
of the
A) eight-second rule.
B) 80/20 principle.
C) stickiness principle.
D) hierarchy of needs.
E) efficiency rule.
123) The ability of customers to avail themselves of numerous websites for almost anything they
want, as well as the ability to engage in electronic dialogue with marketers for the purpose of
making informed decisions, are dimensions of ________, one of the reasons consumers shop and
buy online.
A) choice.
B) communication.
C) customization.
D) control.
E) compatibility.
124) The interactive capabilities of Internet-enabled technologies that invite customers to engage
in an electronic dialogue with marketers for the purpose of making informed choices is referred
to as
A) chat assistance.
B) blog assistance.
C) decision assistance.
D) choice assistance.
E) bot assistance.
125) Choice, a reason customers shop and buy online, has two dimensions. They are
A) availability and price.
B) speed and availability.
C) wide product or service selection and speed.
D) choice assistance and speed.
E) wide product or service selection and choice assistance.
126) One of the reasons for the continued success of Zappos.com is its ability to provide
________ in the form of chat rooms and carefully designed search tools.
A) chatbots.
B) choice assistance.
C) sales promotions.
D) adaptive selling.
E) bot assistance.
127) Internet-enabled capabilities that make possible a highly interactive and individualized
information and exchange environment for shoppers and buyers is referred to as
A) connectivity.
B) customerization.
C) customization.
D) communication.
E) convenience.
128) Customization refers to
A) the specialization in one very small but highly sought out specialty item.
B) Internet-enabled capabilities that make possible a highly interactive and individualized
information and exchange environment for shoppers and buyers.
C) the growing practice of personalizing the marketing mix elements to provide a unique
shopping and buying experience for each customer.
D) items that are unique in every dimension to minimize feature bloat.
E) novelty items used as sales promotions such as cups, hats, etc., that will be imprinted with a
company logo and use the company colors and slogans if applicable.
129) The benefit of customization in the online environment is that
A) a highly interactive and individualized information and exchange environment is created for
shoppers and buyers.
B) it helps customers reduce their search costs and more conveniently find the offerings with the
desired features.
C) it protects online consumer privacy about the customized products and services they desire.
D) it records users’ visits to websites, which enhances online consumers’ convenience in future
visits by suggesting offerings that may be of interest to them when they access the site.
E) it reduces costs and wasted coverage both for the buyer and seller.
130) The growing practice of not only customizing a product but also personalizing the
marketing and overall shopping and buying interaction for each customer is referred to as
A) connectivity.
B) customerization.
C) customer digitalization.
D) online facilitation.
E) intermediation.
131) Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been
very successful because of their ability to ________ their products and services for their online
customers and also personalize the marketing and overall shopping and buying interaction for
them.
A) dispense
B) recommend
C) finance
D) distribute
E) customize
132) Internet-enabled technology employed in transmitting information from marketer-to–
consumer, consumer-to-consumer, and consumer-to-marketer is referred to as
A) customerization.
B) viral marketing.
C) communication.
D) spam.
E) buzz.
133) Internet-enabled technologies provide communication capabilities that take three forms.
They are
A) a highly interactive and individualized information and exchange environment, telephone-
based customer service, and order processing via PayPal.
B) marketer-to-consumer e-mail notifications, telephone-based customer service, and order
processing via PayPal.
C) consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification,
and telephone-based customer service.
D) recording a user’s visits to websites, consumer-to-marketer buying and service requests, and
marketer-to-consumer e-mail notifications.
E) marketer-to-consumer e-mail notifications; consumer-to-marketer buying and service
requests; and consumer-to-consumer chat rooms, instant messaging, and social networking
websites.
134) The communication capabilities of Internet-enabled technologies take three forms, one of
which is
A) marketer-to-consumer e-mail notifications.
B) government-to-marketer Do Not Spam monitoring.
C) phishing and spamming whistleblowing.
D) online colonies.
E) web-to-web customer exchanges.
135) The communication capabilities of Internet-enabled technologies provide consumer
convenience, reduce information search costs, and make choice assistance possible.
Communication also promotes
A) consumer responsibility.
B) closer global alliances.
C) web communities.
D) social responsibility.
E) courteous online dialogue.
136) Websites that allow people to congregate online and exchange views on topics of common
interest are referred to as
A) blogs.
B) web communities.
C) buzz.
D) chat oases.
E) web cafés.
137) Web communities are
A) online cooperative buying centers that allow individuals to purchase at the same bulk rate as
large organizations.
B) customers linked by a common Internet service provider.
C) virtual reality games that allow players to create their own worlds, countries, towns, etc.
D) websites that allow people to congregate online and exchange views on topics of common
interest.
E) all customers served by a particular firm who are sent regular e-mail sales notifications and
coupons from the manufacturer.
138) iVillage.com is a website for women that encourages its users to discuss health and beauty,
parenting, personal finances, career management, and relationships. This website is an example
of
A) spam.
B) a shopping bot.
C) a web community.
D) a blog.
E) a web café.
139) Figment.com is a website owned by publisher Random House that caters to teenagers who
love to read and write fan fiction. It has more than 300,000 members who can share, create, and
moderate content, as well as recommend products. This website is an example of
A) spam.
B) a shopping bot.
C) a web community.
D) a blog.
E) a web café.
140) A web page that serves as a publicly accessible personal journal for an individual or
organization is referred to as
A) spam.
B) a blog.
C) buzz.
D) a forum.
E) a journalog.
141) A blog is
A) a private online forum centered on a specific topic or theme.
B) a running account of all purchases made at a single website.
C) a web page that serves as a publicly accessible personal journal for an individual or
organization.
D) an itemized list of all website “hits” on an individual person including a short biographical
summary.
E) a web network that works as a family tree linking all members of a group or organization.
142) Spam refers to
A) electronic junk mail or unsolicited e-mail.
B) published private, secret, and/or classified e-mails from anonymous sources.
C) computer-generated e-mails that are self-directed and self-perpetuating.
D) a marketer-generated “cookie” whose sole purpose is to block a consumer from accessing
competitors’ websites.
E) any nonpersonal electronically generated message sent via the Internet.
143) Electronic junk mail or unsolicited e-mail are referred to as
A) trash mail.
B) phishing.
C) virus marketing.
D) spam.
E) viral marketing.
144) In 2004 the ________ Act became effective, restricting information collection and
unsolicited e-mail promotions on the Internet.
A) Anti-SPAM
B) E-Mail Privacy
C) Digital Marketing
D) Consumer E-Mail Solicitation
E) CAN-SPAM
145) Word-of-mouth behavior in marketspace is referred to as
A) tweets.
B) buzz.
C) instant messaging.
D) blogging.
E) likes.
146) In marketspace, buzz refers to
A) instant messaging.
B) Facebook posting or tweeting.
C) word-of-mouth behavior.
D) firm-based viral marketing.
E) negative online ads.
147) Buzz is particularly influential for which of the following items?
A) toys, pharmaceuticals, motion pictures, and consumer electronics
B) baby products, gardening, retirement funds, and health insurance
C) funeral services, cruises, foreign travel, and higher education
D) day care, silver-plating, restaurants, and home repair
E) sports lessons, veterinarians, dance studios, and pressure washing
148) Viral marketing refers to
A) an embedded message that causes a pop-up screen to appear every time a user types in a
specific word.
B) malicious malware that is used to create doppelgangers on competitors’ websites.
C) a subversive program that automatically transfers viruses from one website to another.
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-
initiated messages to others via e-mail, social networking, and blogs.
E) an online multilevel marketing promotion that awards participants based upon how many
friends they “like” on personal social networking sites such as Facebook.
149) An Internet-enabled promotional strategy that encourages individuals to forward marketer-
initiated messages to others via e-mail, social networking, and blogs is referred to as
A) buzz marketing.
B) customerization.
C) viral marketing.
D) “liking.”
E) permission marketing.
150) Which of the following is an approach to viral marketing?
A) embed a message in the product or service so that customers hardly realize they are passing it
along
B) use customerization to impact customer satisfaction
C) employ choiceboards to allow consumers an easy way to share information
D) use niche marketing to attract customers that are likely to be opinion leaders
E) use permission marketing to avoid sending commercial messages to those who do not want
them
151) When each outgoing e-mail message on Microsoft’s Hotmail included the tagline, “Get your
Private, Free E-mail from MSN Hotmail,” it was using
A) opt-out marketing.
B) viral marketing.
C) customerization.
D) niche marketing.
E) buzz marketing.
152) Careerbuilder.com has made its Monk-e-mail site, which allows users to send personalized,
private-themed e-cards for all occasions, so compelling that more than 100 million Monk-e-mails
have been sent since 2006. Careerbuilder.com is using ________ to promote its services.
A) viral marketing
B) opt-out marketing
C) customerization
D) niche marketing
E) buzz marketing
153) Burger King received much attention for its Whopper Sacrifice campaign that asked, “What
do you love more, your friend or the Whopper?” Facebook users were asked to “unfriend” 10
people from their Facebook friends list in exchange for a free burger. Burger King was using
________ to promote its products.
A) opt-out marketing
B) customerization
C) niche marketing
D) buzz marketing
E) viral marketing
154) Visitors to the Universal Studios theme park can borrow one of three user-controlled
webcams to take pictures of the park and themselves enjoying the park. Then the webcam users
can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends,
and this has resulted in more than 6 million park images being sent to potential visitors.
Universal Studios is using ________ to promote its theme park.
A) opt-out marketing
B) customerization
C) niche marketing
D) buzz marketing
E) viral marketing
155) At the De Beers website, users can design their own rings and show them to others. One out
of five website visitors e-mail their ring design to friends and relatives who may then visit the
site. De Beers is using ________ to promote its diamonds.
A) opt-in marketing
B) customerization
C) stealth marketing
D) buzz marketing
E) viral marketing