Ch_17__ENGAGING_CONSUMERS_THROUGH_ONLINE_MARKETING. All Answers

1. An e-tailer is a retailer that operates on the Internet. a. True b. False True 1 Easy : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dy ...

1. An e-tailer is a retailer that operates on the Internet. a. True b. False True 1 Easy : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 2. Interactivity makes it easy for consumers to provide e-tailers with the information that they want-including credit card numbers, e-mail addresses, shipping addresses, personal preferences, and purchase histories. a. True b. False True 1 Easy : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 3. Flow is experienced when people perform an activity skillfully with in-depth thought and effort. a. True b. False False I Easy : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Customer CB&C Model Online/Computer Bloom's: Knowledge 4. Internet marketing uses one-way communications between marketers and consumers with fast response times between communications and low levels of response contingency. a. True b. False False I Moderate : COBE.KARD.l5.17.01- 17.01 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 5. Online stores have virtually unlimited inventory because suppliers are always willing to fulfill orders regardless of the customization requirements. a. True b. False False I Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 6. According to your readings, in a recent study of online retailers by BizRate.com, it was found that online business success depends on the brand being sold, the number of products sold by thee-tailer, and the quickness with which consumers could navigate the web site. a. True b. False False I Challenging : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 7. Online stores usually offer greater customization to consumers than brick and mortal stores. a. True b. False True 1 Easy : COBE.KARD.15.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 8. In comparing two online e-tailers, Wahnart.com vs. DeepDiscounts.com, Wahnart.com should be considered the better online business based on brand name reputation and the fact that Walmart has a brick and mortar store. a. True b. False True 1 Challenging : COBE.KARD.15.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 9. The cost of information search is based on how difficult it is to acquire information in terms of time. a. True b. False False 1 Moderate : COBE.KARD.15.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 10. Information search is greater and information search costs are higher in online (vs. off-line) envirornnents. a. True b. False False 1 Easy : COBE.KARD.15.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 11. The quality of search goods can be examined by simply examining the product. a. True b. False True 1 Easy : COBE.KARD.15.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 12. A picture frame would likely be an example of a search good. a. True b. False True 1 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 13. The quality of experience goods can only be determined by long term use of the product. a. True b. False False 1 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 14. A bottle of wine would be considered an experience good. a. True b. False True 1 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 15. Use of a risk-free return policy to build tmst and to assure consumers that its products are of high quality would be an effective way to sell an experience good for an e-tailer. a. True b. False True 1 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 16. E-tailers are usually better at selling search and credence goods than experience goods. a. True b. False False 1 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 17. When consumers use a non-compensatory strategy, they don't make tradeoffs across attributes, and a bad attribute usually leads to the rejection of an alternative. a. True b. False True 1 Easy : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 18. Consumers often make better decisions if they use a compensatory strategy rather than a non-compensatory strategy. a. True b. False True 1 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 19. Consumers are less likely to use a compensatory strategy if a web site is organized by options rather than by attributes. a. True b. False False 1 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 20. When giving consumers options among product attributes while shopping online, it is good to make options negatively correlated to force consumers to make trade-offs. a. True b. False True 1 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 21. A new clothing line is being developed called "Red Hawk" enterprises. If Red Hawk sold clothes via a brick and mortar shop, it will most likely improve sales of Red Hawk's e-tailing efforts. a. True b. False True I Easy : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 22. A recommendation agent is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories. a. True b. False True I Easy : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 23. A comparison matrix is an reporting aid that helps consumers evaluate reviews of a product by providing a Consumer Reports style brand-by-attribute matrix that makes the decision for the customer as to which brand is best. a. True b. False False I Easy : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 24. Search costs are lower in online environments than in offline environments, such as the grocery store. a. True b. False True I Easy : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 25. Ryan buys a new T.V. about every 5 years and by reading Consumer Reports and other independent sources, he has a good idea as to what attributes entail a smart T.V. purchase. Next time he is ready to purchase a T.V., Ryan is likely to make an impulse buy and not research the different brands because he is moderately familiar with the industry and doesn't buy a new T.V. very often. a. True b. False False I Challenging : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 26. Involvement and risk are often positively correlated when making a purchasing decision. a. True b. False True I Moderate : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 27. The relationship between prior knowledge and the amount of information search a consumer will engage in is a positive correlation. a. True b. False False 1 Challenging : COBE.KARD.15.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 28. Cost transparency can actually lower brand loyalty. a. True b. False True 1 Challenging : COBE.KARD.15.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Pricing CB&C Model Strategy Bloom's: Comprehension 29. Traditional mass marketing uses tools like television, radio, newspapers and magazines to deliver a(n) message to consumers about product benefits. a. one-way b. two-way c. bilateral d. customized e. interactive a 2 Easy : COBE.KARD.l5.17.01- 17.01 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Marketing Plan CB&C Model Promotion CB&C Model Strategy Bloom's: Knowledge 30. Liz loves to shop online. When she get on her favorite shopping web site, it is fun and effortless. When Liz shops online, she experiences: a. continuity b. breeze c. flow d. continuance c 2 Challenging : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 31. The biggest difference between online stores and brick and mortar stores is that online stores offer greater and greater . a. availability; accuracy b. choice; customization c. value; choice d. opportunity; preference e. discretion; evaluation b 2 Challenging : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 32. In a recent study of755 e-tailers from BizRate.com, it was found that online business success depends on all of the following except: a. brand name reputation b. types of products sold c. ease with which consumers could navigate the web site d. web site's domain name e. All of the above are correct. d 2 Challenging : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 33. If an online business wanted to be successful, the company would be best served to have: a. strong brand name reputation b. a bricks and mortar operation that is well known c. a wide variety of products d. an efficient product delivery system e. All of the above are correct. e 2 Moderate : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 34. In comparing two online e-tailers, Target.com vs. DavesDeepDiscounts.com, Target.com should be considered the better online business based primarily on: a. a more descriptive name b. a bricks and mortar operation that is well known c. a wide variety of products d. an efficient product delivery system e. a better brand logo b 2 Challenging : COBE.KARD.l5.17.02- 17.02 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 35. refers to how much information consumers attempt to acquire. a. Information search b. Information search costs c. Web 2.0 d. Information symmetry e. Compiling information a 2 Easy : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 36. The quality of , can only be determined by touching, feeling, or using the product. a. information goods b. search goods c. experience goods d. credence goods e. online products c 2 Easy : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 37. The quality of can be examined by simply examining the product or a picture of the product. a. information goods b. search goods c. experience goods d. credence goods e. online products b 2 Easy : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Knowledge 38. A picture frame would most likely be considered a: a. information good b. search good c. experience good d. credence good e. online product b 2 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 39. A frozen dinner would most likely be considered a: a. information good b. search good c. experience good d. credence good e. online product c 2 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 40. Which of the following would most likely be considered a credence product? a. silvenvare b. coffee mug c. box of donuts d. laptop computer e. toothbrush d 2 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer CB&C Model Marketing Plan CB&C Model Strategy Bloom's: Comprehension 41. E-tailers are more successful if they primarily sell , rather than or . a. search goods, experience goods; information goods b. search goods, experience goods, credence goods c. experience goods, credence goods, online products d. credence goods, experience goods, search goods e. online products, information goods, search goods b 2 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 42. When consumers use a , they make tradeoffs between attributes and this enables a good attribute to compensate for, or at least reduce concerns about, a bad attribute. a. information accuracy strategy b. search efficiency method c. risk aversion method d. compensatory strategy e. non-compensatory strategy d 2 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 43. Molly decides to buy a new digital camera. She notices that the one of the attributes on the Cannon camera does not meet her requirements and because of this, she eliminates the Cannon camera. This strategy would best be considered what type of strategy? a. Selective-conductive b. Risk averse c. Information accurate d. Non-compensatory e. Search inefficient d 2 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Comprehension 44. When a web site is organized by customized options, this encourages what type of choice strategy? a. Compensatory b. Assimilated c. Contingency d. Balanced e. Non-compensatory a 2 Moderate : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnforrnation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 45. When online shopping, consumers tend to "click" on more options when alternatives are: a. equal b. negatively correlated c. balanced d. positively correlated e. inverted b 2 Challenging : COBE.KARD.l5.17.03- 17.03 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Customer CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Comprehension 46. Consumers behave as limited information processors and are only able to consider about , plus or minus two, pieces of information at a time. a. 7 b. 5 c. 2 d. 17 e. 13 a 2 Moderate : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills CB&C Model Customer Bloom's: Knowledge 47. A(n) is an interactive decision aid that helps consumers to eliminate options by using information about their personal preferences or about their prior purchase histories. a. information agent b. recommendation agent c. consumer report d. comparison matrix e. None of the above is correct. b 2 Easy : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Marketing Plan CB&C Model Online/Computer CB&C Model Strategy Bloom's: Knowledge 48. The Internet has reduced all of the following types of costs for consumers except for: a. information search costs b. transaction costs c. experience goods costs d. product information costs e. All of the above costs are reduced by the Internet. 49. Compare and contrast traditional mass marketing and Internet marketing. 50. Defrne the goals and objectives of e-tailers relating to consumer interactivity online. 51. Explain the differences between online stores and traditional brick and mortar stores. 52. What are the three main categories that e-tailers need to focus on when designing a web site? 53. Define search goods, experience goods, and credence goods, and provide an example for each. 54. In terms of search goods, experience goods, and credence goods, which is easiest to sell online? Why? 55. Explain the differences between a recommendation agent and a comparison matrix. 56. Discuss how prior knowledge influences how much information search a person engages in. 57. Discuss the ways in which the Internet has increased consumer power. The Internet has reduced consumers' information search costs, reduced transaction costs, increase the number of options available, and increased communication among consumers. 10 Moderate : COBE.KARD.l5.17.07- 17.07 : United States- BUSPROG: Analytic TOPICS: United States - NONE - DISC: Individual Dynamics - Individual Dynamics AACSB Communication Abilities AACSB Reflective Thinking Skills AACSB Use oflnformation Technology CB&C Model Customer CB&C Model Online/Computer Bloom's: Analysis 58. Mass marketing communications use all of the following tools except . a. television b. radio c. newspapers d. publicity d I Easy : COBE.KARD.l5.17.01- 17.01 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 59. Which of the following terms does not describe internet marketing? a. online marketing b. web marketing c. direct marketing d. e-marketing c I Easy : COBE.KARD.l5.17.01- 17.01 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 60. The heart of internet marketing is . a. interactivity b. sharing c. Facebook d. smart phones e. wi-fi a 1 Easy : COBE.KARD.15.17.01- 17.01 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 61. Internet marketing's advantage is that it reaches customers . a. when they are interested b. with the right offer c. how they wish d. multiple times e. all of the above a 1 Easy : COBE.KARD.15.17.01- 17.01 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 62. Which of the following best describes the role Amazon plays in the marketplace? a. third-party retailer b. recommendation agent c. manufacturer d. retailer e. buyer's agent a 1 Easy : COBE.KARD.15.17.01- 17.01 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 63. Which retailer is the largest retailer in the world? a. Marks & Spencer b. Amazon c. eBay d. Microsoft e. Wal-Mart b 1 Moderate : COBE.KARD.15.17.02- 17.02 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 64. Jessica shops at Kohl's online because it has brand names like KitchenAid. This is an example of the role of in the success of e-retailers. a. manufacturer brand name b. product color selection c. flow d. Food Network endorsements e. quality a 1 Moderate : COBE.KARD.15.17.02- 17.02 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 65. Pinterest is a website that enables users to collect images and information. What kind of website is Pinterest? a. search engine b. content website c. e-retailer d. pay-per-click operator e. ad network b 1 Moderate : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 66. All of the following except are collected on content websites. a. video b. images c. products for sale d. commentary e. information c 1 Moderate : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 67. What kind of online ad runs vertically down the size of a website page instead of across the page? a. skyscraper b. pop-up c. interstitial d. superstitial e. banner a 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 68. What kind of online ad appears in its own window when a website page is opened, obscuring the overall website? a. skyscraper b. pop-up c. interstitial d. superstitial e. banner b 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 69. What kind of online ad is a graphic or animation or video that appears on the screen before a user proceeds to the intended page? a. skyscraper b. pop-up c. interstitial d. superstitial e. CPC c 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 70. How does a superstitial differ from an interstitial ad online? a. superstitials load in the background b. superstitials load in the foreground c. superstitials online run across the top of the webpage d. interstitials do not differ from superstitials e. interstitials are more expensive a 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 71. Online ads overall have click through rates of about . a. less than 1% b. 5% c. 25% d. 50% e. 75% a 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 72. Which type of Internet marketing uses social networks to achieve a marketing goal? a. search engine marketing b. social media marketing c. e-retailing d. search engine optimization e. social marketing b I Easy : COBE.KARD.l5.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 73. Wikipedia can be classified as a . a. social networking site b. blog c. content community d. collaborative media site e. microblog d I Moderate : COBE.KARD.l5.17.06- 17.06 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 74. Which of the following is an example of a content community in social media? a. YouTube b. Facebook c. Linkedln d. Twitter e. Vine a I Easy : COBE.KARD.l5.17.06- 17.06 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 75. Which of the following is an example of a microblog? a. YouTube b. Facebook c. Linkedln d. Twitter e. Pinterest d I Easy : COBE.KARD.l5.17.06- 17.06 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 76. Which of the following is an example of a social buying website? a. Facebook b. Groupon c. Twitter d. YouTube e. Pinterest b I Easy : COBE.KARD.l5.17.06- 17.06 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 77. Social media marketing is most associated with . a. word of mouth b. retailing c. logistics d. product development e. market research a I Moderate : COBE.KARD.l5.17.06- 17.06 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 78. Briefly explain the concept of search engine marketing and the two types of search engine marketing. 1 Moderate : COBE.KARD.15.17.07- 17.07 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension 79. Instagram is categorized as a search engine. a. True b. False False 1 Easy : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Knowledge 80. Superstitial ads tend to annoy web users more than any other type of online ad. a. True b. False False 1 Moderate : COBE.KARD.15.17.05- 17.05 : United States- BUSPROG: Analytic United States - NONE - DISC: Individual Dynamics - Individual Dynamics Bloom's: Comprehension