Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
Name:
Class:
Date:
chapter 5
Indicate whether the statement is true or false.
1. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and-
mortar store.
a.
True
b.
False
2. E-marketing can significantly reduce the costs of reaching a wide audience for small businesses.
a.
True
b.
False
3. Majority of the online sales is through mobile retail.
a.
True
b.
False
4. B2B e-marketing refers to the use of the Internet for business transactions between organizations.
a.
True
b.
False
5. The Internet allows retailers and vendors to exchange vital information, improving the overall functioning of
supply and distribution.
a.
True
b.
False
6. Encryption is the process of encoding data for security purposes.
a.
True
b.
False
7. The Internet is an attractive option for business buying and selling as orders placed over the Internet contain
fewer errors compared to handwritten ones.
a.
True
b.
False
8. Companies that display TRUSTe logo on their websites need not disclose to consumers how they collect
personal data and what they do with that information.
a.
True
b.
False
9. Increased capability of smart phones has boosted online retail sales.
a.
True
b.
False
10. Businesses can efficiently collaborate with vendors, partners, and customers through intranets.
a.
True
b.
False
Name:
Class:
Date:
chapter 5
11. The state of North Carolina established a website where governmental departments could invite bids from
participating suppliers for supplying goods and services. This is an example of e-procurement.
a.
True
b.
False
12. If a website is rated high based on its engagement, it implies that a large number of visitors purchase
products from that website.
a.
True
b.
False
13. Firewalls used by companies to prevent unauthorized users from tapping into private corporate data are
impenetrable.
a.
True
b.
False
14. A firewall is an electronic barrier between a company’s internal network and the Internet that limits access
into and out of the network.
a.
True
b.
False
15. The term “societal marketing” refers to buyer–seller communications in which the customer controls the
amount and type of information received from a marketer through such channels as the Internet and virtual
reality kiosks.
a.
True
b.
False
16. The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at
the site.
a.
True
b.
False
17. Consumers’ online shopping experience has been steadily improving in quality and convenience due to the
efforts of the retailers.
a.
True
b.
False
18. Online marketing refers to marketing activities that connect buyers and sellers electronically through
interactive computer systems.
a.
True
b.
False
19. Women’s apparel, consumer electronics, and video games top the list of top products sold online.
a.
True
b.
False
Name:
Class:
Date:
chapter 5
20. Companies can improve their positioning on the search list of search engines by paying a particular fee.
a.
True
b.
False
21. A private exchange is a secure website at which a company and its suppliers share all types of data related to
e-marketing, from product design through order delivery.
a.
True
b.
False
22. Phishing is the voice equivalent of vishing.
a.
True
b.
False
23. Majority of e-marketing activities are business-to-consumer transactions.
a.
True
b.
False
24. Bots are programs that aid online consumers in comparison shopping.
a.
True
b.
False
25. Pure-play e-retailers, even with no real experience of selling and satisfying customers, have been more
successful than traditional retailers who entered e-business.
a.
True
b.
False
26. Webtrends Analytics can be used to analyze marketing data from mobile, social, and Web channels.
a.
True
b.
False
27. The term Internet penetration refers to the percentage of a region’s population who use the Internet.
a.
True
b.
False
28. Virtual private networks are less expensive compared to leasing dedicated lines for information traveling
over public communications media.
a.
True
b.
False
29. Some of the most significant challenges facing e-business today involve the security of online monetary
transactions and the protection of consumer privacy.
a.
True
b.
False
30. A company can use its advertising cost, site traffic, and conversion rate data to find out the cost to win each
Name:
Class:
Date:
chapter 5
customer.
a.
True
b.
False
31. A women’s fashion brand allowing its customers to mix and match the clothes and accessories on their
website before placing an order is an example of a business offering personalized service to their online
customers.
a.
True
b.
False
32. Online communities facilitate B2B marketing.
a.
True
b.
False
33. Integrated marketing refers to the ability to provide a product at the exact time needed.
a.
True
b.
False
34. Conflicts between producers, wholesalers, and retailers are called channel conflicts.
a.
True
b.
False
35. Marketers typically shun blogs that focus on new-technology products, because they require technological
authenticity to generate positive marketing outcomes.
a.
True
b.
False
36. Some Web pages display counters that measure the number of visits. These counters can also measure the
amount of time users spend on those sites.
a.
True
b.
False
37. Electronic signatures are used to enter into legal contract policies online.
a.
True
b.
False
38. The use of bots has made shopping easier, as it can search hundreds of websites for information on products
that meet certain criteria set by the customer.
a.
True
b.
False
39. E-marketing can lead to copyright disputes when a site hosts content to which someone else holds the rights.
a.
True
b.
False
Name:
Class:
Date:
chapter 5
40. After making content decisions and designing the site, the next step in the process of developing a website is
connecting to the Internet by placing the required computer files on a server.
a.
True
b.
False
41. Products that require demonstration or trials are better sold in person than through company’s marketing
websites.
a.
True
b.
False
42. Internet advertising includes banner ads, pop-up ads, and links listed with major search engines.
a.
True
b.
False
43. The term “societal marketing” refers to online retail sales.
a.
True
b.
False
44. The communication function of the Internet can be used by marketers to advance their organizational
objectives.
a.
True
b.
False
45. Phishing involves the use of authentic-looking email or pop-up messages to get unsuspecting victims to
reveal personal information.
a.
True
b.
False
46. The private key in the Secure Sockets Layer (SSL) technology is used to encrypt information.
a.
True
b.
False
47. In the early stages of B2B transactions, marketers believed that online trading was limited to only a few
types of products.
a.
True
b.
False
48. The application of electronic tools, such as email, instant messaging, and blogs, to contemporary marketing
has the potential to greatly reduce costs and increase customer satisfaction by increasing the speed and
efficiency of marketing interactions.
a.
True
b.
False
49. Business-to-business transactions typically involve more steps than consumer purchases.
a.
True
Name:
Class:
Date:
chapter 5
b.
False
50. Online marketing differs from e-marketing as online marketing encompasses digital technologies that do not
involve computers.
a.
True
b.
False
51. Web advertising has become more attractive in recent times due to a rise in click-through rates.
a.
True
b.
False
52. A wiki is a Web page that anyone can edit.
a.
True
b.
False
53. Web services require compatible hardware and software systems to exchange data over a network.
a.
True
b.
False
54. If consumers search for information about a product online and then buy it from a brick-and-mortar store, it
is known as reverse logistics.
a.
True
b.
False
55. A private exchange is also called c-business because of its relatively more collaborative nature.
a.
True
b.
False
56. Although developing a commercial website with interactive features can cost as little as $30, putting it
online can cost tens of thousands of dollars a month for a spot on the server of a Web host.
a.
True
b.
False
57. The main purpose of a corporate website is to increase purchases by visitors.
a.
True
b.
False
58. The United States has the highest number of Internet users in the World.
a.
True
b.
False
59. Cookies and spyware are software used for protecting a website by encrypting it.
a.
True
b.
False
Name:
Class:
Date:
chapter 5
60. Using the Internet to build communities helps companies find other organizations that may be interested in
forming an alliance.
a.
True
b.
False
61. In interactive marketing, the customer controls the amount and type of information received from a
marketer.
a.
True
b.
False
62. To be successful at e-business, firms must establish and maintain competitive standards for customer
service.
a.
True
b.
False
63. Spam filters help Internet users to automatically eliminate junk email from their in-boxes.
a.
True
b.
False
64. E-marketing is an integral component of e-business.
a.
True
b.
False
65. It is more challenging for companies to defend against insiders stealing classified information than the
attacks that come from outside organizations.
a.
True
b.
False
66. Amazon.com maintains a record of each customer’s purchases and makes recommendations based on
purchase behavior whenever the customer logs in for the next purchase. This is an example of the interactive
marketing capability of e-business.
a.
True
b.
False
67. One of the benefits of e-marketing is the ability to reach anyone connected to the Internet anywhere in the
world.
a.
True
b.
False
68. E-business is the most popular Web function, followed by communication.
a.
True
b.
False
69. The term e-tailing refers to online retail sales.
a.
True
Name:
Class:
Date:
chapter 5
b.
False
70. The public key in the Secure Sockets Layer (SSL) technology is used to decipher encrypted information.
a.
True
b.
False
71. Online forums are a source of information exchange and can take the form of blogs, a classified ad directory,
or a library of information.
a.
True
b.
False
72. Blogs have created interest among marketers as they can be effective at quickly forming public opinion.
a.
True
b.
False
73. The first step to be taken in developing a Web presence for a company is to determine the domain name for
the website.
a.
True
b.
False
74. The highly variable cost of a website includes not only development expenses but also the cost of placing
the site on a Web server, maintaining and updating it, and promoting it.
a.
True
b.
False
75. For many companies, revenue is not a major website objective.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
76. Fred purchased six paperbacks from books2u.com three months back. This week, when he logged on to
books2u.com, the home page had his name and recommended 6 new books on his favorite topics. This is an
example of:
a.
information leak.
b.
breach of privacy.
c.
geotargeting.
d.
personalized marketing.
77. A(n) _____ is a separate window that appears on a user’s screen with an advertising message.
a.
banner ad
b.
widget
c.
pop-up ad
d.
image ad
Name:
Class:
Date:
chapter 5
78. The strategic process of creating, distributing, promoting, and pricing goods and services to a target market
over the Internet or through digital tools is called:
a.
electronic marketing.
b.
online trading.
c.
digital servicing.
d.
Web economics.
79. You and a couple of your college roommates have decided to launch an online business that will sell college
sweatshirts from colleges and universities around the world. Customers would be able to logon to your site and
see a full catalog of college sweatshirts emblazoned with the name, logo and mascot of over 2,000 colleges and
universities from all over the world.
Which of the following statements best describes the type of Internet presence your company would have in
order to sell these sweatshirts?
a.
An intranet
b.
An electronic storefront
c.
A blog
d.
A corporate website
e.
A private exchange
80. Your company is a direct competitor of Netflix, the online, movie-streaming service that allows viewers to
select a movie for viewing online whenever they want it. You noticed that not all of Netflix’s movies are
available for online viewing immediately. For many of their movies, the user has to request a DVD be mailed to
them. Your company intends to exploit this situation by making more movies available for immediate online
viewing by users. Which of the following e-marketing capabilities most closely describes what your company is
doing to exploit this opportunity?
a.
Global reach
b.
Personalization
c.
Right-time marketing
d.
Interactive marketing
e.
Integrated marketing
81. You just recently joined a pilot program offered by the Small Business Administration and designed to assist
individuals from certain demographic groups to establish e-commerce businesses. You are excited to be a part
of the program, and you are working hard to develop your business idea. The program stipulates that your
business idea must be a business that sells products online. You have done extensive research into online buying
trends and you have selected the target market that you think represents the largest number of online shoppers.
Which of the following statements best describes the target market that you have selected?
a.
Women under the age of 25
b.
Men between the ages 18 and 35
c.
Women between the ages 18 and 35
d.
Men between the ages 18 and 64
e.
Women between the ages 18 and 64
Name:
Class:
Date:
chapter 5
82. You work for a not-for-profit organization, and are not sure of the best way to assess the effectiveness of its website.
After researching the options, you settle on one that seems most appropriate in light of the organization's goal -- to
maximize time spent by visitors on its site.
What measurement metric did you choose?
a.
Click-through rates
b.
Conversion rates
c.
Engagement
d.
Enthusiasm
e.
Comprehension
83. _____ are audio or video files that can be downloaded to other digital devices.
a.
Cookies
b.
Podcasts
c.
JARs
d.
Newsgroups
84. _____ e-marketing is the use of Internet for business transactions between organizations.
a.
Societal
b.
Differentiated
c.
Business-to-business
d.
Consumer centered
85. Which of the following measures, when adopted, will help an online retailer to build customers’ trust?
a.
Using third party cookies issued by Web servers
b.
Use of behavioral targeting to research customer preferences
c.
Installing spyware on Web browsers
d.
Prominently displaying a privacy policy
86. A private exchange is a secure website used by companies to:
a.
improve the efficiency of their bidding and purchasing processes.
b.
share all types of data related to e-marketing with its suppliers.
c.
give financial information to its investors.
d.
share information with the employees in different locations.
87. When assessing the effectiveness of a website, __________________.
a.
marketers recognize that click-through rates are increasing
b.
engagement measures how many pages a user views
c.
conversion rate measures how much time users spend on sites
d.
revenue is not the major objective
e.
companies are not looking to increase brand loyalty
Name:
Class:
Date:
chapter 5
88. It is now possible to enter into legal contracts online, due to the development of:
a.
the electronic shopping cart.
b.
the electronic signature.
c.
cloud computing.
d.
data scrambling technology.
89. Keith is a marketer for Olympus cameras. He arranged for an agreement with a search engine whereby
Olympus would pay the search engine for listing its products among the top three results whenever a computer
user ran a search for digital cameras. This is an example of:
a.
integrated marketing.
b.
active marketing.
c.
search marketing.
d.
interactive marketing.
90. Keisha received an e-mail from the IT department at her university saying that she should update her
password. However, before following the instructions in the e-mail, Keisha checked the University's
technology notices and read a post cautioning users about recent ______ activity on student accounts.
a.
phishing
b.
vishing
c.
smishing
d.
fishing
91. Which of the following is true of B2B E-marketing?
a.
It cannot be used to provide detailed product descriptions.
b.
It can help slash order-processing expenses.
c.
It is a minor part of the e-business activity and typically involves less steps compared to consumer
purchases.
d.
It is not a very attractive option for buying and selling as more errors occur when orders are placed
over the Internet.
92. The New York Times offers its business advertisers the opportunity to receive a reduced rate on a ______
ad, a small strip message which is placed in a high visibility area of their website if they also place display
advertisements in the physical newspaper.
a.
banner
b.
pop-up
c.
pre-roll
d.
stream
93. The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages
to get unsuspecting victims to reveal personal information.
a.
e-tailing
b.
phishing
Name:
Class:
Date:
chapter 5
c.
data harvesting
d.
shoulder surfing
94. To prevent intrusions, companies install combinations of hardware and software called _____ to keep
unauthorized Web users from tapping into private corporate data.
a.
firewalls
b.
shopbots
c.
cookies
d.
podcasts
95. _____ involves paying search engines, such as Google, a fee to make sure the company’s listing appears
toward the top of the search results.
a.
Search engine optimization
b.
Page ranking
c.
Interactive marketing
d.
Contextual advertising
96. _____ is a Web-based system that enables all types of organizations to improve the efficiency of their
bidding and purchasing processes.
a.
Private exchange
b.
Electronic data interchange
c.
Extranet
d.
E-procurement
97. Aaron Corporation is an insurance firm that provides a range of consumer directed health insurance
products. The company has detailed personal information of its patients including their date of birth, email
address, health related and occupation details, and address. Which of the following types of software can the
company use to protect the consumer information from hackers?
a.
Spyware
b.
Shopbot
c.
Webtrends Analytics
d.
Firewall
98. Which of the following is the most popular web function?
a.
E-business
b.
Entertainment
c.
Communication
d.
Research
99. Marketing messages that appear before an online video are called _____.
a.
widgets
b.
interstitials
Name:
Class:
Date:
chapter 5
c.
podcasts
d.
preroll video ads
100. TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The
company is looking for a website that will allow it to communicate with its employees worldwide. The website
should also enable the employees to access details regarding the new products, their functionality, and their
availability in the store. Which of the following will best suit this purpose?
a.
Private exchange
b.
Extranet
c.
Electronic storefront
d.
Intranet
101. Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing
personal information. The employees receive an email that appears to come from the Internal Revenue Service,
demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal
penalties. These employees are victims of:
a.
phishing
b.
smishing
c.
vishing
d.
drishing
102. A basic measurement of website’s effectiveness is the conversion rate, which is the:
a.
number of people who, having previously visited the site, return to it for additional visits.
b.
proportion of visitors who mark the website as a favorite.
c.
percentage of people presented with a banner ad who click on it.
d.
percentage of website visitors who make purchases.
103. Seth reads an online tour journal from his favorite musician. With the help of this journal, fans can post
comments or occasionally ask questions to the musician. This online journal is an example of a(n):
a.
blog.
b.
social network.
c.
electronic bulletin board.
d.
newsgroup.
104. Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the
top restaurants in the city. She accesses the OpenTable application on her smart phone and reviews several
restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one
of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation
for dinner?
a.
right-time marketing
b.
global reach
c.
personalization
d.
integrated marketing
Name:
Class:
Date:
chapter 5
105. Which of the following refers to connecting buyers and sellers electronically through interactive computer
systems?
a.
Electronic marketing
b.
EDI
c.
Online marketing
d.
Virtual private networks
e.
Social media
106. Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program, playing basketball
and soccer. He has been a loyal customer of Eastbay.com and when he signs-in to his account, Eastbay offers
suggestions on new products that Zach might like based upon his purchasing history. The ability of the
Eastbay.com web store to offer product suggestions based on Zach's purchasing history is known as the
_______ benefit of B2C e-marketing.
a.
personalized service
b.
convenience
c.
competitive pricing
d.
shopbots
107. Online shopping has been influenced by the increased availability of _______________.
a.
smart phones
b.
blogging sites
c.
digital signatures
d.
consumer education
e.
company websites
108. A(n) _____ is an online journal for an individual or organization.
a.
blog
b.
social network
c.
bulletin board
d.
wiki
109. Bailee works approximately 60 hours each week as an account executive with an advertising agency and
rarely has time to shop. She loves the _______ of shopping online and is a VIP customer with Zappos. She can
order shoes or clothing and receive the item within 24 hours delivered right to her door by UPS with free
delivery.
a.
convenience
b.
personalized service
c.
competitive pricing
d.
product assortment
110. The term _____ is used to describe dot-com retailers without traditional stores or catalogs.
a.
multichannel
Name:
Class:
Date:
chapter 5
b.
brick-and-mortar
c.
high-street
d.
pure-play
111. Noe’s Gifts is a gift and accessories retail chain. The company has a website that allows customers not only
to buy products online, but also provides information regarding the various offers available, gifting ideas and
other information related to the products. The website also provides an opportunity to the consumers to provide
feedback on the products and services the company offers. This type of website used by a company to sell its
products to consumers is called a(n):
a.
extranet.
b.
private exchange.
c.
electronic storefront.
d.
electronic exchange.
112. You are head of supply chain management at a major manufacturing company. Over the last few months,
there have been some high-profile breakdowns in marketing and data coordination between your company and
different members of your supply chain. You are meeting with the company’s CEO to develop a strategy for
preventing these breakdowns going forward. The CEO has tasked you with developing an online means through
which your company can collaborate with its supply chain members more efficiently and effectively.
Which of following B2B tools would be most appropriate to address this issue?
a.
EDI
b.
A virtual private network
c.
An extranet
d.
An intranet
e.
A private exchange
113. References to the Internet's global reach have to do with its:
a.
ability to communicate with consumers located anywhere in the world.
b.
capacity to overcome cultural barriers between nations.
c.
power to insulate national economies from events occurring outside their borders.
d.
ability to use a single language, English, to communicate with world markets.
114. The first step in creating an effective website is to:
a.
create an eye-catching home page.
b.
establish the layout of the website.
c.
determine the tools to be used and their graphical content.
d.
understand the purpose of the site.
115. Which of the following statements is true about how consumers use the Internet according to the text?
a.
Consumers aged 55 and older are the fast growing age group using Twitter.
b.
Consumers aged 30 to 54 are most likely to check their Facebook pages before getting out of bed in
the morning.
Name:
Class:
Date:
chapter 5
c.
Consumers in China rarely use the Internet for downloading music.
d.
Consumers in the United States do not trust the Internet for maps or driving directions.
116. Online retailers normally provide directions on how to return merchandise when they deliver a customer’s
order. This is called _____________.
a.
supply chain management
b.
fulfillment
c.
reverse logistics
d.
logistics
e.
distribution
117. Secure networks used for e-marketing and accessible through a firm’s website by external customers,
suppliers, or other authorized users for purposes of collaboration are called:
a.
cybernets.
b.
extranets.
c.
intranets.
d.
ethernets.
118. Online communities like Internet forums and social networking sites take advantage of the _____ function
of the Internet.
a.
entertainment
b.
communication
c.
information
d.
comparison
119. An e-business vendor who creates products, such as clothing or computers, to the exact specifications of
individual customers is practicing:
a.
personalization.
b.
interactive marketing.
c.
integrated marketing.
d.
right-time marketing.
120. Which of the following is the most widely used Internet function?
a.
E-business
b.
Entertainment
c.
Communication
d.
Information
e.
Travel planning
121. Caleb followed a friend's Facebook link to a CNN video featuring a story about a political candidate.
However, after about 30 seconds he stopped watching because prior to the CNN video a _______ advertisement
Name:
Class:
Date:
chapter 5
for Coca Cola was playing.
a.
pre-roll
b.
pop-up
c.
display
d.
banner
122. The limitations of which of the following were overcome with the introduction of Web services?
a.
Marketing websites
b.
Intranets
c.
Extranets
d.
EDI
e.
Virtual private networks
123.
Which of the following is TRUE regarding online B2C shoppers?
a.
Many online shoppers are loyal to one single site
b.
Sales of tools such as hammers and power saws have increased in the last few years
c.
More than 90% of Internet users make at least one purchase online each month
d.
Only 20% of Internet users conduct research on products online before purchasing
124. Virtue.com, a women’s clothing brand that sells its products online intends to automatically collect data
from Internet browsers to track the customer’s preferences. These data will help the company to improve its
website to provide better search results and also to target its ads well. Which of the following types of software
can be used by the company to collect customer information?
a.
Firewall
b.
Spyware
c.
Shopbot
d.
RSS
125. Which of the following is the most common form of Internet advertising?
a.
Preroll video ad
b.
Pop-up ad
c.
Search marketing
d.
Banner ad
126. The Metrics Group is a firm that helps companies improve the performance of their websites. The firm
rates the effectiveness of the website based on the percentage of website visitors making purchases through the
site. Which of the following measures is being used by the firm while assessing the effectiveness of the
websites?
a.
Click-through rate
b.
Brand awareness
c.
Conversion rate
Name:
Class:
Date:
chapter 5
d.
Customer engagement
127. Sandra is surfing the Web. After entering a popular site for attorneys, a separate window suddenly appears
on the screen promoting a new line of legal software. This is an example of a _____ ad.
a.
banner
b.
pop-up
c.
search marketing
d.
preroll
128. You recently joined a major retailing company as head of its Internet marketing strategies group.
Immediately, you started assessing the breadth and effectiveness of all elements of the company’s Internet
presence to see which areas need immediate improvement. Your initial conclusion is the company does a very
good job of providing information via its various websites, but it is extremely deficient in using its Internet
presence to drive sales to its customers. Which of the following actions should you take to remedy this
situation?
a.
Enhance, overhaul and otherwise improve the company’s marketing website.
b.
Enhance, overhaul and otherwise improve the company’s corporate website.
c.
Enhance, overhaul and otherwise improve the company’s weekly blog.
d.
Enhance, overhaul and otherwise improve the company’s online learning management system.
e.
Enhance, overhaul and otherwise improve the company’s email system.
129. Best Health Labs is a company that provides medical diagnostics services. The company is focused on
providing rapid diagnostic and healthcare services based on the philosophy of high quality, low price and
superior flexibility. The marketing team coordinates all its promotional activities to convey a unified message to
the customers regarding its philosophy of making medical diagnostics more affordable for people around the
world. The strategy of the marketing team at Best Health Labs is called _____.
a.
right-time marketing
b.
integrated marketing
c.
interactive marketing
d.
personalized marketing
130. Which of the following is most likely to be a reason why consumers prefer shopping online?
a.
Only online purchases offer reduced rates to customers on branded credit cards.
b.
E-marketers offer better warranties on products compared to brick and mortar retailers.
c.
Products that are purchased online are delivered free of cost whereas brick and mortar stores charge
customers for delivering goods to their door steps.
d.
Online stores allow customers to compare prices and features at their leisure.
131. If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most
likely to create a serious _____:
a.
ethical issue
b.
channel conflict
c.
profitability challenge
Name:
Class:
Date:
chapter 5
d.
customer loyalty challenge
e.
channel overlap
132. Most shoppers use the Internet mainly to:
a.
check the availability of the products in the nearby store.
b.
research products online before buying them at a store.
c.
obtain information regarding the retailer selling the product.
d.
check the company’s internal information before purchasing.
133. _____ are software used by online companies to automatically collect data from Internet browsers in order
to track their customers’ shopping and viewing habits.
a.
JARs
b.
Cookies
c.
Embedded systems
d.
Pop-ups
134. Lehmann Systems provides a space on its website for users to provide feedback on products and also to
suggest new ideas and ideas for improvement. Customers can also subscribe to a newsletter sent by Lehmann
Systems, which informs the customers about latest offers and sales. Lehmann systems is engaging in:
a.
social welfare marketing.
b.
interactive marketing.
c.
integrated marketing.
d.
search marketing.
135. When customers control the amount and type of information received from a marketer through such
channels as the Internet and virtual reality kiosks, they are engaged in:
a.
personalization.
b.
interactive marketing.
c.
integrated marketing.
d.
right-time marketing.
136. Companies use which of the following primarily to increase their visibility and provide information?
a.
Company websites
b.
E-commerce
c.
Intranets
d.
E-marketing
e.
Marketing websites
137. The LifeguardStore.com is an Internet-based business serving customers by providing products which meet
their swim, lifeguard or facility needs. The company offers a dedicated team of consultants to work with swim
teams across the globe to design and deliver apparel appropriate for their needs. Once designed, a dedicated
web portal is created so members of the swim team can purchase their items directly from The
LifeguardStore.com. The ability to customize products for swim teams is an example of the _____ capability of
Name:
Class:
Date:
chapter 5
e-marketing.
a.
personalization
b.
global reach
c.
right-time marketing
d.
integrated marketing
138. A(n) _____ is a software program that allows online shoppers to compare the price of a particular product
offered by several online retailers.
a.
electronic shopping cart
b.
extranet
c.
electronic storefront
d.
bot
139. The marketing website of a company differs from its corporate website as the marketing website is
established:
a.
to increase the visibility of the company and promote its offerings.
b.
to provide financial information to investors.
c.
to increase the purchase of products by visitors by engaging them in interactions that will lead to
purchase of the product.
d.
to provide a communication channel for consumers and other interested parties via email, blogs, and
online forums.
140. SunDay Holidays paid a fee to Google to display a link of their website when a user enters a keyword
related to holidays or vacations. The link gets displayed on the right side of the search results page. This link is
an example of:
a.
a sponsored link.
b.
an organic search.
c.
a home page.
d.
a natural search page.
141. Your company is planning to launch a new online gaming website. Users will be able to choose from a
selection of over 100 games to play. You will earn revenue through the membership fees you charge to users,
and from advertising fees charged to companies that want to place their ads in some of your games. You want to
increase your chances of success by launching the website in the country that has the most Internet users in the
world. In which one of the following countries should you launch your website?
a.
United States
b.
China
c.
Japan
d.
India
e.
Sweden
142. _________________ provide(s) a way to obtain a form of electronic identification and verifying the
buyer’s identity with this software
Name:
Class:
Date:
chapter 5
a.
Electronic signatures
b.
Secure socket layers
c.
Encryption
d.
Extranets
e.
Intranets
143. The process of encoding data for security purposes is called _____.
a.
authorization
b.
authentication
c.
encryption
d.
randomization
144. Which of the following terms refers to a company website that sells products to customers?
a.
Information kiosk
b.
Corporate website
c.
Online community
d.
Electronic storefront
145. Kathy is a summer intern who is eager to take on new challenges in the e-marketing department. Unfortunately, she
lacks experience. When told to analyze competitors' marketing websites, she confuses them with corporate websites.
Kathy should have focused on competitive websites that are primarily intended to:
a.
increase company visibility
b.
promote company offerings
c.
increase purchases by visitors
d.
provide company information
146. Companies should apply caution and commonsense when making their products available for sale via the
Internet. Which of the following products would be most likely to be sold using the Internet?
a.
sports apparel
b.
point-of-purchase computer system for a restaurant
c.
prescription bifocal glasses
d.
leaded glass window for a church
147. _____ are strip messages placed in high-visibility areas of frequently visited websites.
a.
Pop-up ads
b.
Banner ads
c.
Interstitial ads
d.
Engagement ads
148. Big Martin Corporation uses its website to target customers and promote its products. Big Martin is
engaged in:
a.
integrated marketing.
Name:
Class:
Date:
chapter 5
b.
Web services.
c.
e-marketing.
d.
online trading.
149. The corporate website of a company is established with an intention to:
a.
sell its goods and services directly to the consumers.
b.
increase the purchase of its products by consumers by engaging them in interactions.
c.
increase the visibility of the company and promote their offerings.
d.
provide a transaction gateway for goods and services.
150. _________ make up the majority of online shoppers.
a.
Businesses
b.
Teenagers
c.
Men
d.
Retired Baby Boomers
e.
Women
151. CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about
the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its
_______ is relatively low with very few visitors actually purchasing from the website. However, it believes the
website is effective for ______ shoppers who typically visit locally-owned golf retailers to sample the clubs and
make a purchase.
a.
conversion rate; web-to-store
b.
click-through rate; traditional
c.
conversion rate; traditional
d.
engagement; web-to-store
152. _____ is a technology that secures a website by encrypting information and providing authentication.
a.
SMTP
b.
HTTP
c.
SSL
d.
TCP/IP
153. The customers of a national bank recently received emails from a fake email address asking them to make a
phone call to a number mentioned in the email and provide information regarding their account numbers, recent
transactions, and online passwords. The email informed them that it was a check being conducted by the bank to
update their personal information. This is an example of:
a.
phishing.
b.
search marketing.
c.
vishing.
d.
data mining.
Name:
Class:
Date:
chapter 5
154. Stepan, a global chemical supplier maintains an external, private exchange called a(n) ________ which
enables its raw materials suppliers to share information such as new product development and work cohesively
as partners to arrange logistics and schedule delivery to various Stepan manufacturing facilities across the
globe.
a.
c-business exchange
b.
intranet
c.
electronic date interchange
d.
e-business portal
155. According to the text, which of the following factors has led to increased use of the Internet for making
purchases by consumers in China?
a.
The availability of local online payment systems.
b.
The increased number of companies who offer free shipping or delivery to consumers homes.
c.
The enhanced speed of Internet bandwidth which enables consumers to stream online videos
advertisements.
d.
The decreased regulations of Chinese government on private enterprise.
156. The click-through rate is a measure of the:
a.
number of clicks performed by an average user when searching for information through a search
engine.
b.
number of ads served up to a user on a search engine per query.
c.
percentage of people presented with a banner ad who click on it.
d.
number of Web pages viewed by a user after clicking through an ad.
157. The Internet is mainly used for communication, information, purchases, social networking and
___________.
a.
online education
b.
blogging
c.
Streaming movies
d.
real estate transactions
e.
online gaming
158. With respect to building an effective web presence, ____________________.
a.
Internet merchants need to attract customers who conduct business on the spot
b.
success should mean the same thing to all businesses
c.
the scope of the project determines the objectives of the website
d.
a domain name should be catchy even if it is hard to remember
e.
the speed of the site will be the primary factor in whether people return to the site
159. Which of the following was one of the early online offerings?
a.
Food products
b.
Luxury clothing
Name:
Class:
Date:
chapter 5
c.
Airline tickets
d.
Financial services
160. Some manufacturing companies prefer to sell only high-priced specialty products online because:
a.
the companies want their customers to use online banking rather than cash for the transaction.
b.
the customers are not able to purchase specialty items from store locations.
c.
the warehousing costs for specialty products can erode any profits to be made from their sales.
d.
the companies do not wish to enter into a direct competition with its wholesale and retail partners.
161. Josh is interested in mountain biking and regularly visits a specialized online service that provides
information on various topics related to mountain biking. Josh is most likely to be visiting a(n):
a.
corporate website.
b.
podcast.
c.
electronic bulletin board.
d.
electronic storefront.
162. A _____ is a Web page anyone can edit, so that a reader can, in addition to asking questions or posting
comments, actually make changes to the Web page.
a.
blog
b.
wiki
c.
tweet
d.
news feed
163. When you are welcomed back by your name to a website you’ve shopped at before and offered products
suited specifically to your tastes and budget (based on your past purchase), you are being targeted by:
a.
personalized marketing.
b.
geotargeting.
c.
interstitial advertising.
d.
engagement ads.
164. _____ describes the wide range of transactions taking place via Internet applications such as email and
virtual shopping carts.
a.
Webonomics
b.
E-business
c.
Web servicing
d.
Digital transcription
165. Web-to-store shoppers are a group of consumers who:
a.
purchase an item online after having inquired about it by visiting a store.
b.
purchase the primary item on the Web and go to the store to buy accessories.
c.
use the Internet as a tool when shopping at brick-and-mortar retailers.
d.
promote online purchasing of products.
Name:
Class:
Date:
chapter 5
166. B2B e-marketing has been shown to:
a.
create price increases in the distribution component of the marketing mix.
b.
make it possible for marketers to find new markets and customers.
c.
lag behind B2C transactions in terms of volume and revenue generation.
d.
increase purchasing costs by nearly 25 percent.
167. Which age group of shoppers are most likely to spend time on the Internet?
a.
Consumers aged 18 to 29
b.
Consumers aged 65 or older
c.
Consumers aged 11 or under
d.
Consumers aged 50 to 64
168. Which of the following measures is taken by Internet companies to indicate their promise to disclose how
they collect personal data and what they do with the customer information?
a.
Installing software tools such as spyware when users log onto their websites
b.
Issuing third party cookies to anonymously track user activity
c.
Using behavioral targeting practices to improve customer privacy
d.
Displaying the TRUSTe logo on their websites
169. Courtney visits the website, Fashion4Less.com and is considering purchasing a new purse. She's not
familiar with the company but notices that the website uses SSL technology. Which of the following is true
regarding SSL technology?
a.
SSL technology encrypts information and provides authentication
b.
SSL technology reduces the safety of sending credit card numbers over the Internet
c.
SSL technology is infrequently used by Fortune 500 companies
d.
SSL is an acronym for System Secure Location
170. How is online marketing different from e-marketing?
a.
Online marketing encompasses financial transactions in addition to promotion of sales, as opposed to
e-marketing.
b.
Online marketing is applicable to both goods and services, while e-marketing is for goods alone.
c.
Online marketing is limited to interactive computer systems, while e-marketing encompasses
technologies not involving computers.
d.
Online marketing is suited for geographically smaller regions, while e-marketing provides the
benefits of a truly global reach.
171. The most important goal of a marketing website is to:
a.
give prospective employees the opportunity to apply for jobs online.
b.
provide financial information to investors.
c.
increase purchases by visitors.
d.
build relationships with customers.
Name:
Class:
Date:
chapter 5
172. Adecco systems has a website service which allows the company to interact with its suppliers and share all
types of data related to e-marketing. This innovative website can be regarded as:
a.
a marketing website.
b.
a private exchange.
c.
a corporate website.
d.
an electronic storefront.
173. For those companies that do not intend to generate revenue from their website, online success is measured
in terms of:
a.
the numbers of visitors who make repeat purchases.
b.
increased brand awareness and brand loyalty.
c.
the amount of time a customer spends on a website before making a purchase.
d.
the number of people who search information by visiting a store and then make online purchase.
174. TecMag is a technology firm that builds computer systems and other related components. TecMag sources
its raw materials from various manufacturing firms and is looking for a website that can help in effectively
placing orders with the manufacturers online, and also in tracking the order. Which of the following websites
can help TecMag accomplish this task efficiently?
a.
Social website
b.
Intranet
c.
Private exchange
d.
Corporate website
175. Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage
of people who are exposed to the advertisement and follow the link to view the advertisement.
a.
click-through rate
b.
engagement
c.
conversion rate
d.
hosting rate
176. Unity Point Hospital system implemented a web-based system that provides the capability for suppliers to
place bids and once approved, submit invoices, schedule delivery and receive payment electronically. The
purchasing managers for Unity Point appreciate the enhanced efficiency of working with multiple vendors to
obtain the various products and services needed by the Unity Point system of hospitals and physician offices.
This web-based system is called:
a.
e-procurement
b.
intranet
c.
collaborative procurement
d.
electronic purchasing network
177. Rigala.com is an online shopping store that sells a wide variety of products. The company saves the
shipping information of customers when they place orders to save time during future purchases. The company
sends an email to the customer after the purchase of the product and provides a tracking number that allows
Name:
Class:
Date:
chapter 5
them to track their order. All these strategies have helped the company to increase the sale of their products
online. Which of the following features of online shopping is attracting consumers to the website in the above
scenario?
a.
Access and convenience
b.
Competitive pricing
c.
Security
d.
Personalized service
178. Channel conflicts can be defined as conflicts:
a.
over revenue sharing between manufacturers and their workers.
b.
among manufacturers, wholesalers, and retailers.
c.
among customers and marketers regarding data privacy and information security.
d.
between marketers and the government over legal issues.
179. Travel Time is an online travel site that assists customers in booking their holidays. They make advance
bookings for the customers, they also notify them about a reduction in air fares immediately so to that it can
offer the lowest fare to the customers. It also helps the customers to check the status of their booking online.
This type of marketing strategy employed by Travel Time is an example of:
a.
right-time marketing.
b.
integrated marketing.
c.
search marketing.
d.
real time marketing.
180. Electronic data interchanges, once limited by operating system incompatibility, have found new life due to:
a.
Web services using open-source XML.
b.
open-source operating systems.
c.
use of secure virtual private networks.
d.
uniform OS programming practices.
181. _____ are Web pages that are publicly accessible journals for individuals or organizations.
a.
Electronic bulletin boards
b.
Podcasts
c.
Blogs
d.
Social networks
182. Which of the following is one of the top products sold online?
a.
Event tickets
b.
Food items
c.
Video games
d.
Books
183. Simply-Fyde Shopping’s website has an online catalog with the details of the products on offer. When
Name:
Class:
Date:
chapter 5
customers pick their choices from the list, the items are automatically populated into a(n):
a.
online trading database.
b.
electronic shopping cart.
c.
point-of-sale system.
d.
Web browser.
184. A retail chain that sells consumer electronics is developing a website in-house to sell its products online.
The company has finalized name, appearance, and purpose of the website. The next step in the website
development process is to:
a.
measure the effectiveness of the website.
b.
decide on the primary objective of the site.
c.
connect the site to the Internet by placing the required computer files on the server.
d.
determine and develop the content of the site.
185. What is the primary difference or distinction between corporate websites and marketing websites?
a.
The goal of marketing websites is to increase purchases by visitors.
b.
The goal of corporate websites is to increase purchases by visitors.
c.
Marketing websites enable prospective employees to view available job openings and complete
online applications.
d.
Corporate websites are solely utilized by companies who offer products for sale via the Internet.
186. _____________ are tiny interactive applications that Internet users can copy and add to their own pages to
play music, video, or slide shows
a.
Pop-up ads
b.
Web services
c.
Podcasts
d.
Widgets
e.
Banner ads
187. By enabling the coordination of all promotional activities to produce a unified, customer-focused
promotional message, e-marketing helps reach consumers through:
a.
personalization.
b.
interactive marketing.
c.
mass marketing.
d.
integrated marketing.
188. Which of the following terms refers to an advantage brought about by the advent of the Internet as a
shopping medium by eliminating the geographic protections and limitations of local business and by giving
smaller firms a wider audience?
a.
Personalization
b.
Digital tooling
c.
Interactivity
Name:
Class:
Date:
chapter 5
d.
Global reach
189. Which of the following statements about B2C e-marketing is true?
a.
B2C e-business involves online sale of services as much as physical goods.
b.
B2C transactions account for most of the e-marketing activity.
c.
B2C e-marketing facilitates transactions between organizations.
d.
Service providers prefer the B2B model to B2C as there is not enough scope for service transactions
in B2C e-business.
190. The term “Internet penetration” refers to the:
a.
the amount of time spent on the Internet by the people in a region.
b.
depth of information available on a subject on the Internet.
c.
percentage of Internet usage per individual for a given period.
d.
percentage of a region’s population who use the Internet.
Indicate one or more answer choices that best complete the statement or answer the question.
191. You are determined to build and facilitate communication among an online community of people who share an
interest in knitting. Which of the following forms of social media could help you accomplish these goals?
a.
Internet forums
b.
Blogs
c.
Podcasts
d.
Banner ads
e.
Wikis
192. To develop expertise in B2B e-marketing, you are reading about extranets. Now you understand enough about these
networks to write a paper on the topic for your marketing professor. Choose the error(s) she identified while grading your
paper.
a.
Extranets are accessible to both customers and suppliers.
b.
Extranets are the next generation of private exchanges.
c.
Use of private exchanges differs from c-business.
d.
Extranets provide secure internal networks.
e.
Extranets are used for more than ordering and fulfillment processes.
193. Because you hope to build a career in e-business, you'd like to work for a company making one of the top products
sold online. You are most likely to interview with firms offering any of the following except:
a.
Women's apparel
b.
Consumer electronics
c.
Over the counter drugs
d.
Video games
e.
Men's apparel
194. You are fascinated with the proliferation of shopbots. As a consumer, you are glad to take advantage of these search
programs, which help you:
Name:
Class:
Date:
chapter 5
a.
compare prices from many sellers
b.
avoid paying sales tax
c.
obtain personalized service
d.
compare shipping expenses from many sellers
195. As you plan for the future of your online music service, you want to expand into the four countries that lead the
world in number of Internet users. These countries include:
a.
China
b.
the United States
c.
Japan
d.
Germany
e.
Canada
196. Your boss at a bicycle manufacturing firm is unenthusiastic about making big investments in e-marketing, because he
has little experience with it. You are determined to change his mind, and give him examples of e-marketing's potential.
Which of the following is not one of your examples?
a.
E-marketing would enable us to reach cyclists around the globe.
b.
E-marketing would enable us to customize bikes to meet customer specifications.
c.
E-marketing would enable us to interact with customers and get their feedback.
d.
E-marketing would make us more profitable.
e.
E-marketing would enable us to provide our bikes exactly when cyclists need them.
Match each definition to the corresponding term.
a.
wiki
b.
extranet
c.
encryption
d.
e-marketing
e.
private exchange
f.
bot
g.
search marketing
h.
electronic signature
i.
phishing
j.
blog
k.
click-through rate
l.
conversion rate
m.
electronic shopping cart
n.
firewall
o.
e-procurement
p.
vishing
q.
spam
Name:
Class:
Date:
chapter 5
r.
podcast
s.
preroll video ad
t.
engagement
197. _____ is the strategic process of creating, distributing, promoting, and pricing goods and services to a
target market over the Internet or through digital tools.
198. A(n) _____ is a secure network used for e-marketing and accessible through the firm’s website by external
customers, suppliers, or other authorized users.
199. A(n) _____ is a secure website in which a company and its suppliers share data related to e-marketing,
from product design through order delivery.
200. _____ is the use of the Internet by organizations to solicit bids and purchase goods and services from
suppliers.
201. A(n) _____ is a file that holds items the online shopper has chosen to buy.
202. A(n) _____ is a software program that allows online shoppers to compare the price of a particular product
offered by several online retailers.
203. The process of encoding data for security purposes is called _____.
204. A(n) _____ is an electronic identification that allows legal contracts such as home mortgages and insurance
policies to be executed online.
205. A(n) _____ is an electronic barrier between a company’s internal network and the Internet that limits
access into and out of the network.
206. _____ is a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting
victims to reveal personal information.
207. _____ is a scam that collects personal information through voice response systems.
208. A(n) _____ is a Web page that anyone can edit.
209. _____ is the popular name for junk email.
210. A(n) _____ is a Web page that serves as a publicly accessible personal journal.
211. A(n) _____ is an online audio or video file that can be downloaded to other digital devices.
212. _____ is a brief marketing message that appears before expected video content.
213. _____is an arrangement by which a marketer pays a fee to have his or her firm’s website or ads pop up
after a computer user enters a key word or words into a search engine.
214. _____ refers to the percentage of people presented with a banner ad who click on it.
Name:
Class:
Date:
chapter 5
215. _____ refers to the percentage of visitors to a website who make a purchase.
216. The term _____ refers to the amount of time users spend on sites.
217. Describe how companies use the communication function of the Web in their marketing strategies.
218. What are the three primary steps involved in building a website?
219. What are electronic storefronts? How do they function?
220. What is e-procurement? What are its benefits?
221. Briefly describe the role of technological tools in the functioning of B2B transactions.
222. How does the measure of effectiveness of a website differ with type of the website?
223. Why is privacy a major concern for consumers? What are the measures taken by online marketers to
assuage such fears?
224. How has the online shopping behavior of customers changed over the last few years?
225. What are the various safety measures employed by e-marketers to develop safe online payment systems?
226. Discuss the five benefits e-marketing offers to contemporary marketers.
227. China and United States have the most number of Internet users. What is the use of Internet to people in
these countries?
228. What is e-marketing? Differentiate between e-marketing and online marketing.
229. Write a brief note on search marketing.
230. What is meant by e-business? Name the five broad categories of e-business.
231. List out the various Internet fraud issues that consumers and businesses face in e-marketing.
232. How can e-marketers increase the sale of their products through their websites?
233. What are channel conflicts? Give an example describing how channel conflicts should be dealt with.
234. What is business-to-business (B2B) e-marketing? What are its features? What are the tools that are
associated with the functions of B2B e-marketing?
235. Distinguish between a corporate website and a marketing website.
236. What benefits do B2C e-marketing efforts have to offer to consumers?
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Answer Key
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
Name:
Class:
Date:
chapter 5
