158) 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.
159) 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.
160) 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
161) 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
162) Which of these may be a reason why consumers do not shop and buy online?
A) bots
B) buzz
C) dynamic pricing
D) cookies
E) showrooming
163) 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.
164) 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 email.
E) spyware used to secretly retrieve personal information from a person’s computer.
165) 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) loggers
166) What technology allows marketers to capture website visitor information, including
expressed product preferences, personal data, passwords, and financial information, including
credit card numbers?
A) bots
B) spiders
C) loggers
D) cookies
E) trackers
167) 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
168) Those people who object to cookies are most likely concerned with
A) costs.
B) privacy.
C) spam.
D) viruses.
E) information overload.
169) 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,
email, 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.
170) 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.
171) 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.
172) 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
173) According to the Federal Trade Commission, ________ 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
174) 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.
175) 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.
176) 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.
177) The use of social networks for browsing and buying is called
A) cross-channel shopping.
B) marketspace buying.
C) personal interaction shopping.
D) social commerce.
E) sociodigital buying.
178) The online consumer who shops online but buys offline, or shops offline but buys online is
referred to as a ________ consumer.
A) multiretail
B) cross-channel
C) marketspace
D) clicks and bricks
E) Web 3.0
179) 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 emails 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.
180) ________ is the practice of examining products in a store and then buying them online for a
cheaper price.
A) Push retailing
B) Multichannel searching
C) Intertype retailing
D) Showrooming
E) Intratype retailing
181) 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.
182) 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 product information
D) checking product reviews and ratings on social media
E) seeking lower prices
183) 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
184) Which of the following is popular product category for showrooming?
A) cleaning products
B) music
C) jewelry
D) consumer electronics
E) furniture
185) ________ is the practice of examining products online and then buying them in a store.
A) Multichannel buying
B) Pull marketing
C) Intertype retailing
D) Webrooming
E) Showrooming
186) Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate
possession of a product, and easier returns are likely to participate in
A) multichannel buying.
B) webrooming.
C) social commerce.
D) showrooming.
E) push retailing.
187) Which of the following is not a motivation for webrooming?
A) obtaining a lower price
B) gaining immediate possession of a product
C) finding a larger selection
D) avoiding shipping costs
E) expecting easier returns
188) The most common cross-channel shopping and buying path is to browse one or more
websites and then
A) negotiate among competitors for the lowest price.
B) find the item on an auction site such as eBay.
C) contact the manufacturer directly.
D) click on the shopping cart icon to purchase the product or service.
E) purchase the item at a retail store.
189) The blending of different communication and delivery channels that are mutually
reinforcing in attracting, retaining, and building relationships with consumers who shop and buy
in the traditional marketplace and online is referred to as
A) multichannel marketing.
B) strategic channel alliances.
C) dual-track reselling.
D) dual distribution.
E) retail segmentation.
190) Multichannel marketing refers to
A) selling the same product to the same customers under two distinct brand names.
B) selling the same product to the same customers at two different price points through two
different distributors.
C) the blending of different communication and delivery channels that are mutually reinforcing
in attracting, retaining, and building relationships with consumers who shop and buy in the
traditional marketplace and online.
D) the use of bots to find the best prices and make purchases from multiple websites
simultaneously.
E) the blending of nonelectronic communication and delivery channels to counteract the power
of online buying.
191) Office Depot promises an exceptional online shopping experience, free delivery for
purchases over $35, buy-online-collect in store, and a wide range of products available for
purchase in the store. Office Depot is following ________ strategy.
A) a cross-functional
B) an interlocking marketing
C) a multichannel marketing
D) a dual distribution
E) a market penetration
192) Which of the following is an important step in effectively implementing multichannel
marketing?
A) Establish subbrands for catalog retailers and direct selling channels.
B) Immediately appoint a channel captain to avoid channel conflict.
C) Minimize the number of channels to avoid cannibalizing sales from stores.
D) Create a website that will engage visitors with interactive experiences that involve games,
contests, and quizzes.
E) Start by documenting cross-channel consumer behavior with a customer journey map.
193) Developing a customer journey map, including uncontrollable touchpoints, is a useful first
step in implementing
A) cross-functional teams.
B) social commerce.
C) multichannel marketing.
D) dual distribution.
E) market penetration.