Electronic Commerce 2012 7E Test Bank Chapter 8

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Electronic Commerce 2012, 7e (Turban) Chapter 8 Marketing and Advertising in

E-Commerce 8.1 True/False Question: Netflixs NetMatch is a software agent that uses

data mining tools to sift through a database of more than 3 billion film ratings, as well as

through customer rental histories. Answer:

Question: Individual consumers and organizational buyers are two types of online

consumers. Answer:

Question: Service factors are the functions available on the website to provide direct

support in the transaction process. Answer:

Question: In the consumer decision process, the influencer is the person who ultimately

makes the buying decision. Answer:

Question: In the consumer decision process, the user is the person who consumes or uses a

product or service. Answer:

Question: Trust and customer satisfaction are the two main marketing goals. Answer:

Question: E-loyalty refers to a customers loyalty to an e-tailer or loyalty programs

delivered online or supported electronically. Answer:

Question: It is not the total number of reviews that influences customer repurchase

intention, but the percentage of positive reviews. Answer:

Question: Trustworthiness can be achieved through integrity, competence, and privacy.

Answer:

Question: One of the greatest benefits of EC is its ability to match products or services

with individual consumers. Answer:

Question: When compared to mass marketing and market segmentation, one-to-one

marketing has few campaigns. Answer:

Question: Personalization, behavioral targeting, and data mining are three key issues

related to one-to-one marketing. Answer:

Question: Satisficing is a style of thinking that involves ignoring most of the information

available, and instead using a few salient information cues, often social in nature, along

with a set of simple, but usually smart mental rules of thumb to make intuitive decisions.

Answer:

Question: Market segmentation can be done with the aid of data modeling and data

warehousing tools. Answer:

Question: Moderated focus groups conducted in chat rooms is one method for collecting

online data. Answer:

Question: Folksonomy is one of several data collection methods available in a Web 2.0

environment. Answer:

Question: Web analytics cannot be done on a customer-by-customer basis. Answer:

Question: Biometric tracking occurs inside the Web environment and provides a trail of the

users activities in the website. Answer:

Question: The ethics and legality of Web tracking is one of several limitations of online

research methods. Answer:

Question: A major advantage of online market research is the ease in obtaining truly

representative samples. Answer:

Question: A cookie is a small banner that is linked to a website and may contain

downloadable software. Answer:

Question: Viewpoints are the number of times users call up a page that has a banner on it

during a specific period. Answer:

Question: Touch point refers to a count that is made each time a visitor clicks on an

advertising banner to access the advertisers website. Answer:

Question: RPM is the fee an advertiser pays for each 1,000 times a page with a banner ad

is shown. Answer:

Question: Conversion rate refers to the percentage of clickers who actually make a

purchase. Answer:

Question: Stickiness is the characteristic that influences the average length of time a visitor

stays in a site. Answer:

Question: Ad categories include classified, display, and static. Answer:

Question: Random banners appear when a predetermined word is queried from a search

engine. Answer:

Question: Live banners appear at random, not as the result of the users action. Answer:

Question: A pop-under ad appears underneath the current browser window, so when the

user closes the active window the ad is still on the screen. Answer:

Question: E-mail advertising refers to adding advertisements to e-mail messages sent to

customers. Answer:

Question: Listing URLs and collaborative filtering are the two major forms of search

engine advertising. Answer:

Question: Paid representation refers to buying keyword ads on a web page that contains

the search engines results of a search. Answer:

Question: Viral marketing is word-of-mouth marketing by which customers promote a

product or service by telling others about it. Answer:

Question: Using e-mail to send unwanted ads is called spamming. Answer:

Question: Referencing the EC Consumer Behavior Model, which of the following is

mostly controlled by the sellers? A) product/service characteristics B) consumer

characteristics C) environmental characteristics D) merchant and intermediary

characteristics Answer:

Question: The major influential factors affecting consumer behavior include A)

product/service factors. B) merchant and intermediary factors. C) personal characteristics.

D) all of the above. Answer:

Question: Deciding what product to buy best describes A) merchant brokering. B) product

brokering. C) electronic decision support. D) social shopping. Answer:

Question: Deciding from whom to buy a product best describes A) customer loyalty. B)

product brokering. C) merchant brokering. D) electronic branding. Answer:

Question: Each of the following is a major general purchasing-decision model phase

except A) information search. B) maintenance. C) evaluation of alternatives. D) purchase

and delivery. Answer:

Question: A deep commitment to repurchase or repatronize a preferred product/service

continually in the future, thereby causing repetitive same-brand or same brand-set

purchasing, despite situational influences and marketing efforts that have the potential to

cause switching behavior best describes A) buyer commitment. B) branding. C) customer

loyalty. D) behavioral targeting. Answer:

Question: The psychological status of willingness to depend on another person or

organization best describes A) commitment. B) dedication. C) behavioral targeting. D)

trust. Answer:

Question: The belief that an online website or other digital entities can deliver what they

promise so that the recipient trusts them best defines A) online trust. B) reputation-based

system. C) customer loyalty. D) e-trust. Answer:

Question: Systems used to establish trust among members of online communities where

parties with no prior knowledge of each other use the feedback from their peers to assess

the trustworthiness of the peers of the community best describes A) branded systems. B)

reputation-based systems. C) review-driven systems. D) loyalty-based systems. Answer:

Question: Each of the following is a key element for achieving trustworthiness except A)

integrity. B) competence. C) branding. D) security. Answer:

Question: Basic approaches used in marketing and advertising include each of the

following except A) one-to-one marketing. B) market segmentation. C) mass marketing.

D) market brokering. Answer:

Question: The process of dividing a consumer market into logical groups for conducting

marketing research and analyzing personal information best describes A) market

segmentation. B) market randomization. C) market selecting. D) one-to-one marketing.

Answer:

Question: Common criteria used for effective market segmentation include each of the

following except A) risk core. B) collaborative. C) profitability. D) demographic. Answer:

Question: A marketing method that focuses on building a long-term relationship with

customers best defines A) one-to-one marketing. B) market segmentation. C) relationship

marketing. D) collaborative marketing. Answer:

Question: Marketing that treats each customer in a unique way best describes A)

directional marketing. B) ubiquitous marketing. C) specialized marketing. D) one-to-one

marketing. Answer:

Question: With mass marketing, the focus is on the A) product. B) group. C) customer. D)

location. Answer:

Question: Key issues related to one-to-one marketing include each of the following except

A) collaborative filtering. B) decentralization. C) personalization. D) behavioral targeting.

Answer:

Question: The matching of services, products, and advertising content with individual

consumers and their preferences best describes A) smart marketing. B) relational

marketing. C) personalization. D) decentralized marketing. Answer:

Question: The requirements, preferences, behaviors, and demographic traits of a particular

customer best describes A) cookie. B) marketing channel. C) customer view. D) user

profile. Answer:

Question: A data file that is placed on a users hard drive by a remote Web server,

frequently without disclosure or the users consent, which collects information about the

users activities at a site best describes A) cookie. B) snippet. C) trace record. D) blog.

Answer:

Question: Targeting that uses information collected about an individuals Web-browsing

behavior, such as the pages they have visited or the searches they have made, to select an

advertisement to display to that individual best defines A) segment targeting. B) behavioral

targeting. C) collaborative filtering. D) customer profiling. Answer:

Question: Which of the following is a market research and personalization method that

uses customer data to predict, based on formulas derived from behavioral sciences, what

other products or services a customer may enjoy, extending predictions to other customers

with similar profiles? A) search advertising B) stickiness C) collaborative filtering D) viral

marketing Answer:

Question: Methods for identifying users profiles include each of the following except A)

content-based filtering. B) activity-based filtering. C) rule-based filtering. D) button-based

filtering. Answer:

Question: The most important factor for predicting customer online purchasing behavior is

A) product information requested. B) number of related e-mails. C) gender. D) number of

orders made. Answer:

Question: For EC markets, Internet shoppers can be segmented based on A)

Web-usage-related lifestyle. B) themes of Internet usage. C) Internet attitude. D) all of the

above. Answer:

Question: According to research mentioned in the textbook, online shopping segments

include A) suspicious learners. B) fearful browsers. C) positive technology muddlers. D)

adventurous browsers. Answer:

Question: Advantages of online surveys include A) privacy and security concerns. B)

lower overall preparation and administration costs. C) technological competency. D)

variation of the potential respondents. Answer:

Question: Data collection in the Web 2.0 environment includes each of the following

except A) folksonomy. B) chatterbots. C) scripting. D) polling. Answer:

Question: A record of user activities best defines A) user profile. B) electronic reference

point. C) banner. D) transaction log. Answer:

Question: Customer movements on the Internet best describes A) clickstream behavior. B)

cookies. C) Web bugs. D) Web slugs. Answer:

Question: Tiny graphics files embedded in e-mail messages and in websites that transmit

information about users and their movements to a Web server best describes A) Web slugs.

B) Web bugs. C) Web cookies. D) Web monitors. Answer:

Question: Software that gathers user information over an Internet connection without the

users knowledge best defines A) ad-aware. B) collaborative filtering. C) spyware. D) Web

mining. Answer:

Question: Data mining techniques for discovering and extracting information from Web

documents, exploring both Web content and Web usage, best defines A) Web brokering. B)

collaborative filtering. C) page filtering. D) Web mining. Answer:

Question: An individuals unique physical or behavioral characteristics that can be used to

identify an individual precisely best defines A) biometrics. B) cookies. C) Web bugs. D)

page monitor. Answer:

Question: Online marketing, facilitated by the Internet, by which marketers can interact

directly with customers, and consumers can interact with advertisers and vendors best

describes A) market segmenting. B) interactive marketing. C) augmented reality. D) online

brokering. Answer:

Question: The craft of increasing site rank on search engines best describes A) page

conversion. B) analytical marketing. C) search engine optimization. D) collaborative

placement. Answer:

Question: A live direct or indirect view of a physical, real-world environment whose

elements are enhanced by computer-generated sensory input, such as sound or graphics

defines A) augmented reality. B) interactive video. C) viral marketing. D) virtual

marketing. Answer:

Question: The practice of using computer games to advertise a product, an organization, or

a viewpoint best defines A) viral video. B) behavioral targeting. C) advergaming. D)

relationship marketing. Answer:

Question: The most popular mobile ad is A) advertising within mobile games. B) a short

message. C) multimedia advertising. D) ads in mobile videos. Answer:

Question: Basic classes of online campaigns include each of the following except A)

affiliation. B) raffles. C) coupons. D) entertainment. Answer:

Question: Internet campaign objectives include A) stimulating mobile word of mouth. B)

enhancing brand loyalty. C) changing brand image. D) all of the above. Answer:

Question: An advertising strategy in which customers agree to accept advertising and

marketing materials best defines A) permission advertising. B) localized advertising. C)

customer-based marketing. D) approval-based marketing. Answer:

Question: A marketing arrangement by which an organization refers consumers to the

selling companys website best defines A) affiliate network. B) affiliate marketing. C)

affiliate brokering. D) clickstream marketing. Answer:

Question: A free Internet news service that broadcasts personalized news and information,

including seminars, in categories selected by the user, best defines A) Really Simple

Syndication. B) Hulu. C) Webcasting. D) interactive video. Answer:

Question: A popular Internet advertising payment model where advertisers pay their host

only when the ad is clicked on best defines A) banner pricing. B) itemized click pricing. C)

page pricing. D) pay per click. Answer:

Question: Define online trust. How can trust be increased in EC? Answer:

Question: Identify five data collection methods in the Web 2.0 environment. Answer:

Question: Why is Web advertising growing rapidly? Answer:

Question: Define advergaming. Briefly identify three categories of advergaming. Answer:

Question: What are the five basic principles of the Global Code of Conduct from the

Mobile Marketing Association? Answer: