Chapter 03: Selling on the Web
1. All electronic commerce initiatives have the goal of providing revenue.
a.
True
b.
False
False
1
Easy
03.01
United States – BUSPROG: Technology
Bloom’s: Comprehension
2. Companies can adapt their catalog revenue model online by replacing or supplementing their print catalogs with
information on their Web sites.
a.
True
b.
False
True
1
Easy
03.02
United States – BUSPROG: Technology
Bloom’s: Knowledge
3. A disadvantage of the Web catalog revenue model is that the products sold in physical stores cannot be sold on the
Web.
a.
True
b.
False
False
1
Easy
03.01
United States – BUSPROG: Technology
Bloom’s: Knowledge
4. Web catalog retailers typically refrain from having return policies on unused merchandise.
a.
True
b.
False
False
1
Easy
03.01
United States – BUSPROG: Technology
Bloom’s: Knowledge
5. Companies using a digital content revenue model sell rights to access the information they own.
a.
True
b.
False
Chapter 03: Selling on the Web
True
1
Easy
03.01
United States – BUSPROG: Technology
Bloom’s: Knowledge
6. The Web provides a way for technical content developers to reach retail customers.
a.
True
b.
False
True
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Comprehension
7. The advertising-supported revenue model is the one used by broadcast network television in the United States.
a.
True
b.
False
True
1
Easy
03.01
United States – BUSPROG: Technology
Bloom’s: Knowledge
8. Most successful advertising on the Web is targeted at specific groups.
a.
True
b.
False
9. People spend less time at a sticky Web site and are thus, exposed to very little advertising.
a.
True
b.
False
10. There has been little consensus on how to measure and charge for site visitor views, even after almost 20 years of
experience with the medium.
a.
True
b.
False
11. Advertisers pay less to have their ad appear near a discussion of a technology related to their product or on a page that
reviews the product.
a.
True
b.
False
12. Publishers do not experience sales losses as a result of online distribution.
a.
True
b.
False
13. Web companies with unprofitable growth phases for long durations retained their revenue models to grow
successfully.
a.
True
b.
False
United States – BUSPROG: Analytic
Bloom’s: Knowledge
14. Many classified advertising sites generate substantial revenue, replacing newspapers’ historical role as the primary
carrier of classified ads.
a.
True
b.
False
15. On Web sites that use the advertising-subscription revenue model, subscribers are typically subjected to much more
advertising than they are on sites supported completely by advertising.
a.
True
b.
False
16. In the fee-for-service model, the fee is based on the number or size of transactions the service providers process.
a.
True
b.
False
17. Although online banks let customers pay their bills electronically, most customers still receive their bills in the mail.
a.
True
b.
False
18. Companies that have existing sales outlets and distribution networks often worry that their Web sites will take away
sales from those outlets and networks.
Chapter 03: Selling on the Web
a.
True
b.
False
19. An organization’s Web presence is of lesser importance than its presence in the physical world.
a.
True
b.
False
20. A good Web site design can provide many image-creation and image-enhancing features very effectively—it can
serve as a sales brochure, a product showroom, a financial report, an employment ad, and a customer contact point.
a.
True
b.
False
21. The Internet is not a mass medium, even though a large number of people now use it and many companies seem to
view their Web sites as billboards or broadcasts.
a.
True
b.
False
True
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
22. When customers buy a product, they are also buying the service element included with that product.
a.
True
b.
False
23. Companies change their revenue models to meet the needs of the new and changing Web users.
a.
True
b.
False
24. Business-to-business sellers are passive adopters of the Web catalog model.
a.
True
b.
False
25. The defining characteristic of the mass media promotion process is that the seller is active and the buyer is passive.
a.
True
b.
False
26. A revenue model where the seller establishes a brand image, and then uses the strength of that image to sell through
printed information mailed to prospective buyers, who place orders by mail or telephone is called the _____ model.
a.
digital content
b.
Web catalog
c.
catalog
d.
mass media
1
Easy
03.07
United States – BUSPROG: Analytic
Bloom’s: Knowledge
27. One problem that the Web presents for clothing retailers of all types is that _____.
a.
customers are unwilling to buy clothing on-line
b.
the color settings on computer monitors vary widely
c.
the Web catalog revenue model is not flexible
d.
online retail sales are not cost-effective
b
1
Moderate
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United States – BUSPROG: Technology
Bloom’s: Comprehension
28. _____ offers a variety of information services for lawyers and law enforcement officials, court cases, public records,
and resources for law libraries.
a.
ProQuest
b.
LexisNexis
c.
Dow Jones
d.
EBSCO
b
1
Easy
03.01
Bloom’s: Knowledge
29. The _____ of a Web site is its ability to keep visitors at the site and attract repeat visitors.
a.
image
b.
presence
c.
stickiness
d.
usability
1
Easy
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United States – BUSPROG: Technology
30. The New York Times and The Wall Street Journal use the _____ revenue model.
a.
advertising-subscription mixed
b.
advertising-supported
c.
fee-for-service
d.
multiple-marketing channel
United States – BUSPROG: Analytic
Bloom’s: Knowledge
31. Online stock brokerage firms use a(n) _____ revenue model, which allows them to charge their customers a
commission for each trade executed.
a.
fee-for-service
b.
fee-for-transaction
c.
information sales
d.
catalog
32. The introduction of a new intermediary, such as a fee-for-transaction Web site, into a value chain is called _____.
a.
disinterment
b.
reintermediation
c.
reinterpretation
d.
disintermediation
33. In the context of professional services using a fee-for-service revenue model, _____ was a pioneer in offering online
therapy to patients in the United States.
a.
CPA Directory
b.
Cope Today
c.
Dow Jones
d.
Salon.com
b
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
34. An approach where free content is available up to a point at which fees begin, is called a _____.
a.
bill presentment
b.
paywall
c.
disintermediation
d.
personal shopper
b
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
35. The _____ is an intelligent agent program that learns the customer’s preferences and makes suggestions.
Bloom’s: Knowledge
Chapter 03: Selling on the Web
a.
personal shopper
b.
digital directory
c.
Web catalog
d.
virtual index
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
36. Companies using _____ revenue model charge a fee based on the value of the service provided on the Web.
a.
Web catalog
b.
fee-for-service
c.
fee-for-transaction
d.
mail order
37. Identify the force preventing U.S. professionals from extending their practices on the Web.
a.
The “Law on the Web” site
b.
The laws of the state
c.
The presence of a fee-for-service revenue model
d.
The lack of online jurisdiction
38. _____ tend to have large up-front costs. Once those costs are incurred, additional units can be made at very low
additional cost.
a.
Appliances
b.
Newspapers and magazines
c.
Automobiles
d.
Digital products
39. Channel conflict is also referred to as _____.
a.
Web conflict
b.
account aggregation
c.
cannibalization
d.
knock down
40. Many clothing Web sites offer virtual models on which customers can try clothes, such services are referred to as
virtual _____.
a.
fitting rooms
b.
channels
c.
hosts
d.
memories
41. A(n) _____ service provides an electronic version of an invoice with all of the details that would appear in the printed
document.
a.
information dissemination
b.
prospecting
c.
account aggregation
d.
bill presentment
d
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
42. A key goal for the Web sites of many not-for-profit organizations is _____.
a.
account aggregation
b.
information dissemination
c.
bill presentment
d.
multiple marketing
43. In the context of accessibility, one of the best ways to accommodate a broad range of visitor needs is to build _____
into the Web site’s interface.
a.
flexibility
b.
virtual models
c.
conflict
d.
presence
1
Moderate
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Easy
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United States – BUSPROG: Analytic
Bloom’s: Knowledge
44. _____ is the testing and evaluation of a site by its owner to ensure ease of use for site visitors.
a.
Prototyping
b.
Archetyping
c.
Usability testing
d.
Grey-box testing
1
Easy
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United States – BUSPROG: Technology
Bloom’s: Knowledge
45. Two pioneers of usability testing are _____ and Jakob Nielsen.
a.
Hickory Farms
b.
Ben Shneiderman
c.
J.C. Penney
d.
Aaron Montgomery
46. _____ is an important element of creating an effective Web presence.
a.
Usability
b.
Cannibalization
c.
Inflexibility
d.
Disintermediation
47. In the _____ approach, firms prepare advertising and promotional materials about the firm and its products or services
and broadcast them to potential customers.
a.
mass media
b.
Web
c.
personal contact
d.
word-of-mouth
03.07
United States – BUSPROG: Technology
Bloom’s: Comprehension
48. _____ are advertising efforts directed to a known recipient and include mail, telephone calls, and e-mail.
a.
Social media
b.
Personal contacts
c.
Addressable media
d.
Broadcast networks
49. Personal contact and mass media approaches are often called _____.
a.
communication modes
b.
market strategies
c.
marketing segments
d.
media destination modes
50. According to Jeff Bezos, founder of Amazon.com, the _____ refers to markets that are too small to justify a mass
media campaign, yet too large to cover using personal contact.
a.
hard middle
b.
demographic market
c.
niche
d.
mass market
51. A(n) _____ is a graphic image built from customer measurements on which the customer can try clothes.
virtual model
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52. Each different pathway to customers is called a(n) _____.
53. _____, a business-focused publisher of newspapers such as The Wall Street Journal and Barron’s, was one of the first
publishers to create a Web site for selling subscriptions to digitized newspaper, magazine, and journal content.
54. The set of characteristics that marketers use to group visitors is called _____.
55. Visitors to Web sites are often reluctant to provide demographic information because of _____.
56. A(n) _____ is a site that people use as a launching point to enter the Web.
57. A(n) _____ almost always includes a Web directory or search engine, but it also includes other features that help
visitors find what they are looking for on the Web and thus make the Web more useful.
58. A(n) _____ is a listing of hyperlinks to Web pages.
59. In a(n) _____ revenue model, subscribers pay a fee, but also accept some level of advertising.
60. The removal of an intermediary, such as a human agent, from a value chain is called _____.
61. Online stock brokerage firms use a(n) _____ revenue model.
62. _____ is the ability to obtain bank, investment, loan, and other financial account information from multiple Web sites
and display it all in one location at the bank’s Web site.
63. _____ can occur whenever sales activities on a company’s Web site interfere with its existing sales outlets.
64. Two or more companies who have joined forces to undertake an activity over a long period of time are said to have
created a(n) _____.
65. The _____ of a firm include its customers, suppliers, employees, stockholders, neighbors, and the general public.
66. An organization’s _____ is the public image it conveys to its stakeholders.
67. The catalog-based revenue model is also called the _____.
68. Even when products are commodity items, the _____ element can be a powerful differentiating factor for which a
customer will pay extra.
69. A regular program of _____ can help organizations identify navigation issues on their Web sites and resolve them.
70. Putting the customer at the center of all site designs is called a(n) _____ approach to Web design.
71. In the _____ model, a firm’s employees individually search for, qualify, and contact potential customers.
72. The personal contact approach to identifying and reaching customers is sometimes called _____.
73. The defining characteristic of the _____ promotion process is that the seller is active and the buyer is passive.
74. In the _____ communication model, both the buyer and the seller participate actively in the exchange of information.
75. The process of providing customers access to a company’s products through a coordinated presence in multiple
distribution channels is called _____.
76. What are the business objectives of creating an effective online presence?
77. List the reasons why people visit Web sites.
78. What are the accessibility goals that organizations should conform to for designing business Web sites?
79. List the guidelines that must be followed by Web designers when creating a Web site that is intended to meet the
specific needs of customers.
80. What is the difference between the personal contact model of communicating on the Web and the mass media
approach?