118) The ability of customers to avail themselves of numerous websites for almost anything they
want, as well as the ability to engage in electronic dialogue with marketers for the purpose of
making informed decisions are dimensions of ________, one of the reasons consumer shop and
buy online.
A) choice
B) communication
C) customization
D) control
E) compatibility
119) Choiceboard and personalization technologies that invite customers to engage in an
electronic dialogue with marketers for the purpose of making informed choices is referred to as
A) chat assistance.
B) blog assistance.
C) decision assistance.
D) choice assistance.
E) bot assistance.
120) Choice, a reason customers shop and buy online, has two dimensions. They are
A) availability and price.
B) speed and availability.
C) wide product or service selection and speed.
D) choice assistance and speed.
E) wide product or service selection and choice assistance.
121) One of the reasons for the continued success of Zappos.com is its ability to provide
________ in the form of chat rooms and carefully designed search tools.
A) chat bots
B) choice assistance
C) sales promotion
D) adaptive selling
E) bot referral
122) Internet-enabled capabilities that make possible a highly interactive and individualized
information and exchange environment for shoppers and buyers is referred to as
A) connectivity.
B) customerization.
C) customization.
D) communication.
E) convenience.
123) Customization refers to
A) the specialization in one very small but highly sought out specialty item.
B) Internet-enabled capabilities that make possible a highly interactive and individualized
information and exchange environment for shoppers and buyers.
C) the growing practice of personalizing the marketing mix elements to provide a unique
shopping and buying experience for each customer.
D) items that are unique in every dimension to minimize feature bloat.
E) novelty items used as sales promotions such as cups, hats, etc., that will be imprinted with a
company logo and use the company colors and slogans if applicable.
124) The benefit of customization in the online environment is that
A) a highly interactive and individualized information and exchange environment is created for
shoppers and buyers.
B) it helps customers reduce their search costs and more conveniently find the offerings with the
desired features.
C) it protects online consumer privacy about the customized products and services they desire.
D) it records users’ visits to websites, which enhances online consumers’ convenience in future
visits by suggesting offerings that may be of interest to them when they access the site.
E) it reduces costs and wasted coverage both for the buyer and seller.
125) The practice of not only customizing a product but also personalizing the marketing and
overall shopping and buying interaction for each customer is referred to as
A) connectivity.
B) customerization.
C) customer digitalization.
D) online facilitation.
E) intermediation.
126) Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been
very successful because of their ability to ________ products and services for their online
customers and also personalize the marketing and overall shopping and buying interaction for
them.
A) dispense
B) recommend
C) finance
D) distribute
E) customize
127) Internet-enabled technology employed in transmitting information from marketer-to–
consumer, consumer-to-consumer, and consumer-to-marketer is referred to as
A) customerization.
B) viral marketing.
C) communication.
D) spam.
E) buzz.
128) Internet-enabled technologies provide communication capabilities that take three forms.
They are
A) a highly interactive and individualized information and exchange environment, telephone-
based customer service, and order processing via PayPal.
B) marketer-to-consumer email notification, telephone-based customer service, and order
processing via PayPal.
C) consumer-to-marketer buying and service requests, marketer-to-consumer email notification,
and telephone-based customer service.
D) recording a user’s visits to websites, consumer-to-marketer buying and service requests, and
marketer-to-consumer email notifications.
E) marketer-to-consumer email notifications; consumer-to-marketer buying and service requests;
and consumer-to-consumer chat rooms, instant messaging, and social networking websites.
129) The communication capabilities of Internet-enabled technologies take three forms, one of
which is
A) consumer-to-marketer buying and service requests.
B) government-to-marketer Do Not Spam monitoring.
C) phishing and spamming whistleblowing.
D) online colonies.
E) web-to–web customer exchanges.
130) Interactive communication capabilities provide consumer convenience, reduce information
search costs, and make choice assistance possible. Communication also promotes
A) consumer responsibility.
B) closer global alliances.
C) web communities.
D) social responsibility.
E) courteous online dialogue.
131) Websites that allow people to congregate online and exchange views on topics of common
interest are referred to as
A) blogs.
B) web communities.
C) buzz.
D) chat oases.
E) web cafés.
132) Web communities are
A) online cooperative buying centers that allow individuals to purchase at the same bulk rate as
large organizations.
B) customers linked by a common Internet service provider.
C) virtual reality games that allow players to create their own worlds, countries, towns, etc.
D) websites that allow people to congregate online and exchange views on topics of common
interest.
E) all customers served by a particular firm who are sent regular email sales notifications and
coupons from the manufacturer.
133) iVillage.com is a website for women that encourages its users to discuss health and beauty,
parenting, personal finances, career management, and relationships. This website is an example
of
A) a web community.
B) spam.
C) a shopping bot.
D) a blog.
E) a web café.
134) Figment.com is a website owned by publisher Random House that caters to teenagers who
love to read and write fan fiction. It has more than 300,000 members who can share, create, and
moderate content, as well as recommend products. This website is an example of
A) spam.
B) a shopping bot.
C) a web community.
D) a blog.
E) a web café.
135) A web page that serves as a publicly accessible personal journal for an individual or
organization is referred to as
A) spam.
B) a blog.
C) buzz.
D) a forum.
E) a journalog.
136) A blog is
A) a private online forum centered on a specific topic or theme.
B) a running account of all purchases made at a single website.
C) a web page that serves as a publicly accessible personal journal for an individual or
organization.
D) an itemized list of all website “hits” on an individual person including a short biographical
summary.
E) a web network that works as a family tree linking all members of a group or organization.
137) Spam refers to
A) electronic junk mail or unsolicited email.
B) published private, secret, and/or classified emails from anonymous sources.
C) computer-generated emails that are self-directed and self-perpetuating.
D) a marketer-generated “cookie” whose sole purpose is to block a consumer from accessing
competitors’ websites.
E) any nonpersonal electronically generated message sent via the Internet.
138) Electronic junk mail or unsolicited email are referred to as
A) trash mail.
B) phishing.
C) virus marketing.
D) spam.
E) viral marketing.
139) In 2004, the ________ Act became effective, restricting information collection and
unsolicited email promotions on the Internet.
A) Anti-SPAM
B) E-Mail Privacy
C) Digital Marketing
D) Consumer E-Mail Solicitation
E) CAN-SPAM
140) Word-of-mouth behavior in marketspace is referred to as
A) tweets.
B) buzz.
C) instant messaging.
D) blogging.
E) likes.
141) In marketspace, buzz refers to
A) instant messaging.
B) Facebook posting or tweeting.
C) word-of-mouth behavior.
D) firm-based viral marketing.
E) negative online ads.
142) Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com,
“If you have an unhappy customer on the Internet, he doesn’t tell his six friends, he tells his
________ friends!”
A) 16
B) 60
C) 600
D) 6,000
E) 6 million
143) Buzz is particularly influential for which of the following items?
A) toys, pharmaceuticals, movies, and consumer electronics
B) baby products, gardening supplies, retirement funds, and health insurance
C) funeral services, cruises, foreign travel, and higher education
D) day care, dating sites, restaurants, and home repair
E) sports lessons, veterinarians, dance studios, and car washes
144) Viral marketing refers to
A) an embedded message that causes a pop-up screen to appear every time a user types in a
specific word.
B) malicious malware that is used to create doppelgangers on competitors’ websites.
C) a subversive program that automatically transfers viruses from one website to another.
D) an Internet-enabled promotional strategy that encourages individuals to forward marketer-
initiated messages to others via email, social networking, and blogs.
E) an online multilevel marketing promotion that awards participants based upon how many
friends they “like” on personal social networking sites such as Facebook.
145) An Internet-enabled promotional strategy that encourages individuals to forward marketer-
initiated messages to others via email, social networking, and blogs is referred to as
A) buzz marketing.
B) customerization.
C) viral marketing.
D) liking.
E) permission marketing.
146) Which of the following is an approach to viral marketing?
A) embed a message in the product or service so that customers hardly realize they are passing it
along
B) use customerization to impact customer satisfaction
C) employ choiceboards to allow consumers an easy way to share information
D) use niche marketing to attract customers that are likely to be opinion leaders
E) use permission marketing to avoid sending commercial messages to those who do not want
them
147) Careerbuilder.com has made its Monk-email site, which allows users to send personalized,
private-themed e-cards for all occasions, so compelling that more than 100 million Monk-email
have been sent since 2006. Careerbuilder.com is using ________ to promote its services.
A) viral marketing
B) opt-out marketing
C) customerization
D) niche marketing
E) buzz marketing
148) Burger King received much attention for its Whopper Sacrifice campaign that asked, “What
do you love more, your friend or the Whopper?” Facebook users were asked to “unfriend” 10
people from their Facebook friends list in exchange for a free burger. Burger King was using
incentives as a form of ________ to promote its products.
A) opt-out marketing
B) customerization
C) niche marketing
D) buzz marketing
E) viral marketing
149) Visitors to the Universal Studios theme park can borrow one of three user-controlled
webcams to take pictures of the park and themselves enjoying the park. Then the webcam users
can email the pictures to their friends. The average webcam user sends four emails to friends and
has resulted in more than 6 million park images being sent to potential visitors. Universal Studios
is using ________ to promote its theme park.
A) viral marketing
B) opt-out marketing
C) customerization
D) niche marketing
E) buzz marketing
150) At the De Beers website, users can design their own rings and show them to others. One out
of five website visitors email their ring design to friends and relatives who will then visit the site.
De Beers is using ________ to promote its diamonds.
A) opt-out marketing
B) customerization
C) niche marketing
D) buzz marketing
E) viral marketing
151) People who referred 10 friends to the Procter & Gamble website for Physique shampoo
received a free, travel-sized styling spray and were entered in a sweepstakes to win a year’s
supply of the shampoo. The promotion generated 2 million referrals and made Physique the most
successful new shampoo ever launched in the United States. To accomplish this, P&G used
A) opt-out marketing.
B) customerization.
C) viral marketing.
D) niche marketing.
E) buzz marketing.
152) The practice of changing prices for products in real time in response to supply and demand
conditions is referred to as
A) dynamic pricing.
B) virtual pricing.
C) experience curve pricing.
D) skimming pricing.
E) elasticity pricing.
153) Which of the following pricing tactics would Ticketmaster use if it wanted to price sports
and concert tickets in a flexible way, in response to supply and demand?
A) yield management pricing
B) experience curve pricing
C) dynamic pricing
D) cost-plus pricing
E) skimming pricing
154) Which of the following statements about cost and its impact on online shopping is most
accurate?
A) Dynamic pricing is commonly used online because there is no need to respond quickly to
changes in supply and demand conditions.
B) The margins for online offerings are usually higher than those purchased in traditional
marketplaces.
C) Any price advantage for online purchases is lost in shipping and handling fees.
D) Many of the most popular items bought online can be purchased at the same price or cheaper
than in retail stores.
E) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
155) Which of the following statements about cost and its impact on online shopping is most
accurate?
A) Dynamic pricing is commonly used online because there is no need to respond quickly to
changes in supply and demand conditions.
B) The margin for online offerings is usually higher than those purchased in traditional
marketplaces.
C) Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
D) Any price advantage for online purchases is lost in shipping and handling fees.
E) Lower costs for external information search is one of the major reasons for the popularity of
online shopping.
156) Dynamic pricing is typically used for pricing
A) products and services that cannot be purchased in a retail store.
B) the very latest items such as new season fashions.
C) time-sensitive items such as airline seats.
D) high demand products or services that are expected to sell out quickly.
E) electronic services such as computer repair.
157) Out-of-date items such as last year’s models of computer equipment and accessories sold
online are often priced using
A) time-sensitive pricing.
B) real-time response pricing.
C) dynamic pricing.
D) auction pricing.
E) transparent pricing.