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156) People who referred 10 friends to the Procter & Gamble website for Physique shampoo
received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's
supply of the shampoo. The promotion generated 2 million referrals and made Physique the most
successful new shampoo ever launched in the United States. To accomplish this, P&G used
A) opt-out marketing.
B) customerization.
C) viral marketing.
D) niche marketing.
E) buzz marketing.
157) The practice of changing prices for products in real time in response to supply and demand
conditions is referred to as
A) dynamic pricing.
B) virtual pricing.
C) experience curve pricing.
D) skimming pricing.
E) elasticity pricing.
158) Which of the following pricing tactics would Ticketmaster use if it wanted to price sports
and concert tickets in a flexible way, in response to supply and demand?
A) yield management pricing
B) experience curve pricing
C) dynamic pricing
D) cost-plus pricing
E) skimming pricing
159) Which of the following statements about cost and its impact on online shopping is most
accurate?
A) Dynamic pricing is commonly used online because there is no need to respond quickly to
changes in supply and demand conditions.
B) The margins for online offerings are usually higher than those purchased in traditional
marketplaces.
C) Any price advantage for online purchases is lost in shipping and handling fees.
D) Many of the most popular items bought online can be purchased at the same price or cheaper
than in retail stores.
E) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
160) Which of the following statements about cost and its impact on online shopping is most
accurate?
A) Dynamic pricing is commonly used online because there is no need to respond quickly to
changes in supply and demand conditions.
B) The margin for online offerings is usually higher than those purchased in traditional
marketplaces.
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D) Any price advantage for online purchases is lost in shipping and handling fees.
E) Lower costs for external information search is one of the major reasons for the popularity of
online shopping.
161) Dynamic pricing is typically used for pricing
A) products and services that cannot be purchased in a retail store.
B) the very latest items such as new season fashions.
C) time-sensitive items such as airline seats.
D) high demand products or services that are expected to sell out quickly.
E) electronic services such as computer repair.
162) Out-of-date items such as last year's models of computer equipment and accessories are
often priced using
A) time-sensitive pricing.
B) real-time response pricing.
C) dynamic pricing.
D) auction pricing.
E) transparent pricing.
163) Online consumers are considered empowered consumers because
A) products and services purchased online often cost less than in a retail store.
B) online shopping does not require that they fight traffic, find a parking space, walk long store
aisles, and wait in line at checkout.
C) they use technology to seek information, evaluate alternatives, and make purchase decisions
on their own time, terms, and conditions.
D) there are websites for almost any product or service they want.
E) they can engage in an electronic dialogue with marketers.
164) Because online shoppers seek information, evaluate alternatives, and make purchase
decisions on their own time, they are
A) spending more time shopping outside the home.
B) more cautious than other shoppers.
C) more informed and discerning shoppers.
D) less likely to become addicted to shopping.
E) have more ability to save online data.
165) Frank needs to buy a new car. Before visiting a showroom, however, he logs onto
www.autobytel.com. Here, he can compare the attributes of various makes and models, find
information about the prices of various option packages, and learn the manufacturer's suggested
retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local
showroom and negotiates with the salesperson for the model and options package he wants.
Because Frank is so informed about prices, he is able to make a deal that is several hundred
dollars less than the salesperson's best offer. Frank's car-buying experience illustrates which
reason consumers shop online?
A) convenience
B) communication
C) customization
D) choice
E) control
166) Studies show that automobile shoppers spend an average of 11 hours ________ before
setting foot in a showroom.
A) driving vehicles owned by friends or family
B) creating a new household budget
C) developing a negotiation technique
D) researching cars online
E) getting new-car recommendations from personal sources
167) Which of these may be a reason why consumers do not shop and buy online?
A) bots
B) dynamic pricing
C) spam
D) cookies
E) showrooming
168) Computer files that a marketer can download onto the computer and mobile phone of an
online shopper who visits the marketer's website are referred to as
A) bots.
B) cookies.
C) spiders.
D) spam.
E) interstitials.
169) Cookies are
A) computer files that a marketer can download onto the computer and mobile phone of an
online shopper who visits the marketer's website.
B) embedded programs that flash split-second subliminal messages at regular intervals.
C) benign links that direct customers to alternate websites that might be of interest to them.
D) electronic unsolicited e-mail.
E) spyware used to secretly retrieve personal information from a person's computer.
170) Which of the following allows a marketer's website to record a user's visit, track visits to
other websites, and store and retrieve this information in the future?
A) spam
B) worms
C) cookies
D) trackers
E) vloggers
171) What technology allows marketers to capture website visitor information, including
expressed product preferences, personal data, passwords, and financial information, including
credit card numbers?
A) spam
B) spiders
C) vloggers
D) cookies
E) trackers
172) Which of the following do cookies provide to improve a consumer's online buying and
shopping experience?
A) convenience
B) cost
C) choice
D) communication
E) customization
173) Those people who object to cookies are most likely concerned with
A) costs.
B) privacy.
C) spam.
D) viruses.
E) information overload.
174) Suppose you are designing a marketing website and you would like it to be as user-friendly
as possible. In particular, you do not want repeat customers to have to enter in their address, e-
mail, telephone number, and credit card data every time they make an online purchase. Rather,
you would like your website to recognize each customer by name every time he or she visits the
website and to retrieve all the information about that customer automatically whenever he or she
wishes to make a purchase. To achieve this goal, you would most likely use
A) cookies.
B) customerization.
C) spam.
D) webrooming.
E) bots.
175) The practice of using information provided by cookies for directing online advertising from
marketers to those online shoppers whose behavioral profiles suggest they would be interested in
such advertising is referred to as
A) viral marketing.
B) buzz.
C) data mining.
D) behavioral targeting.
E) spyware.
176) Two major issues that contribute to consumers' hesitancy to use online shopping are
A) quality and price.
B) privacy and security.
C) computer knowledge and security.
D) price and privacy.
E) quality and computer knowledge.
177) A recent Pew Internet and American Life Project poll reported that ________ percent of
online consumers have privacy and security concerns about the Internet.
A) 15
B) 28
C) 46
D) 63
E) 76
178) According to the Federal Trade Commission, ________ percent of fraud complaints are
Internet-related, costing consumers $560 million.
A) very few
B) about half of
C) about 10 percent of
D) nearly all
E) about three-quarters of all
179) Self-regulatory efforts to respond to online consumers' concerns about privacy and security
include
A) eliminating the use of cookies on marketing websites.
B) prohibiting the collection of online consumers' personal and financial information.
C) awarding the TRUSTe trademark to companies that comply with privacy standards.
D) lobbying against the adoption of federal Internet privacy laws.
E) relying on the U.S. government to protect online consumer privacy.
180) Which of the following statements regarding when and where online consumers shop and
buy is most accurate?
A) Eighty percent of online sales occur on weekdays.
B) The busiest online shopping day is Saturday.
C) Only 10 percent of consumers say they visit websites from their place of work.
D) Most people buy online when they are sad or depressed.
E) Favorite websites for workday shopping and buying feature shoes or work attire.
181) Which of the following statements regarding when and where online consumers shop and
buy is most accurate?
A) Twenty percent of online sales occur Monday through Friday.
B) The busiest online shopping day is Wednesday.
C) Favorite websites for workday shopping and buying include those featuring health and beauty
items, and apparel and accessories.
D) Just 10 percent of consumers say they visit websites from work.
E) Most people buy online when they are sad or depressed.
182) Some ________ percent of online consumers say they visit websites from their place of
work, which partially accounts for the sales level during the workweek.
A) 15
B) 20
C) 30
D) 40
E) 50
183) Which of the following statements regarding when and where online consumers shop and
buy is most accurate?
A) Eighty percent of online sales occur on the weekends.
B) The busiest shopping day is Saturday.
C) Only 10 percent of consumers say they visit websites from their place of work.
D) Favorite websites for workday shopping and buying include those featuring event tickets,
travel, and flowers and gifts.
E) Most people buy online when they are sad or depressed.
184) The most preferred device used for online shopping and buying is
A) a smartphone.
B) a tablet.
C) a store kiosk.
D) a laptop or desktop computer.
E) The majority of people have no preference for device.
185) The use of social networks for browsing and buying is called
A) cross-channel shopping.
B) marketspace buying.
C) Facebook-driven shopping.
D) social commerce.
E) sociodigital buying.
186) The online consumer who shops online but buys offline, or shops offline but buys online is
referred to as a ________ consumer.
A) multi-retail
B) cross-channel
C) marketspace
D) clicks and bricks
E) Web 3.0
187) A cross-channel consumer is
A) an online consumer who shops online but buys offline, or shops offline but buys online.
B) the online consumer who purchases a product online and then returns it to a retail store for
store credit.
C) a consumer who e-mails or forwards a copy of a competitor's coupon to another firm in hopes
that it will meet or beat the offer.
D) a consumer from one country who makes online purchases from a company in a different
country.
E) when a consumer visits a retail store to inspect merchandise, but then purchases the
merchandise.
188) ________ is the practice of examining products in a store and then buying them online for a
cheaper price.
A) Multichannel retailing
B) Multichannel searching
C) Intertype retailing
D) Showrooming
E) Intratype retailing
189) Showrooming refers to
A) areas in retail stores where point-of-purchase displays are used to show goods for sale.
B) an arrangement whereby a firm reaches different buyers by employing two or more different
retail layouts and atmospherics for the same basic product.
C) competition among retail firms in different types of businesses but which sell the same
product.
D) retailers that utilize and integrate a combination of traditional store formats and nonstore
formats such as catalogs, television home shopping, and online retailing.
E) the practice of examining products in a store and then buying them online for a cheaper price.
190) All of the following are motivators for showrooming except which?
A) looking for online promotions or deals
B) evaluating customer service in retail outlets
C) obtaining merchandise information (features, benefits)
D) checking merchandise reviews and ratings on social media
E) seeking lower prices
191) About ________ percent of U.S. online shoppers have engaged in showrooming for one or
more products.
A) 10
B) 25
C) 33
D) 40
E) 75
192) Which of the following is a popular product category for showrooming?
A) beauty products
B) music
C) jewelry
D) consumer electronics
E) furniture
193) ________ is the practice of examining products online and then buying them in a store.
A) Multichannel shopping
B) Multichannel marketing
C) Intertype retailing
D) Webrooming
E) Social commerce
194) Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate
possession of a product, and easier returns may participate in
A) multichannel searching.
B) webrooming.
C) showrooming.
D) social commerce.
E) multichannel retailing.
