ecommerce study.docx

ecommerce study.docx

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ecommercestudy

IntroductiontoElectronicCommerce,3e（Turban）

Chapter4OnlineConsumerBehavior,MarketResearch,andAdvertisement

4.1True/False

1）NetfliximplementedintelligentagentsinitsmovierecommendationservicecalledCineMatchtohelpcustomersselectmoviestheywouldliketowatchandtobettermanageitsinventory.

Answer:

TRUE

Diff:

3PageRef:

131-132

2）Findingandretainingcustomersisamajorcriticalsuccessfactorformostofflineandonlinebusinesses.

Answer:

TRUE

Diff:

1PageRef:

132

3）Oneofthekeystobuildingeffectivecustomerrelationshipsisanunderstandingofintelligentagents.

Answer:

FALSE

Diff:

2PageRef:

132

4）WhenEric'sautoleaseisabouttoexpire,hedecidesitistimetobuyanewcar.Thisimbalancebetweenadesiredstateandanactualstateiscalledneedidentification.

Answer:

TRUE

Diff:

3PageRef:

132

5）Whenmakingapurchasingdecision,decidingwhatproducttobuyisreferredtoasproductbrokering.

Answer:

TRUE

Diff:

2PageRef:

133

6）Whenmakingapurchasingdecision,decidingfromwhomtobuytheproductisreferredtoasmerchantbrokering.

Answer:

TRUE

Diff:

2PageRef:

133

7）Intheconsumerdecision-makingprocess,thebuyeristhepersonwhoultimatelymakesthebuyingdecision.

Answer:

FALSE

Diff:

3PageRef:

133

8）Inthepurchasedecision-makingprocess,blogsandsearchenginessupporttheevaluation,negotiation,andselectionstep.

Answer:

FALSE

Diff:

3PageRef:

134

9）Thefirststepinthepurchasedecision-makingprocessisproductevaluationandcomparison.

Answer:

FALSE

Diff:

1PageRef:

134

10）Virtualcatalogsandlinkstoexternalsourcessupporttheinformationsearchstepinthepurchasedecision-makingprocess.

Answer:

TRUE

Diff:

2PageRef:

134

11）Massmarketingtreatseachcustomerinauniquewaysuchasfittingadvertisingwiththecustomer'sprofileandneeds.

Answer:

FALSE

Diff:

1PageRef:

134

12）Personalizationmatchesservices,products,andadvertisingcontentwithlargegroupsofcustomersegments.

Answer:

FALSE

Diff:

2PageRef:

135

13）Auserprofiledefinescustomerpreferences,behaviors,anddemographicsandcanbegeneratedbyobservingwhattheuserdoesonline.

Answer:

TRUE

Diff:

3PageRef:

135

14）Behavioraltargetingusesinformationcollectedonanindividual'sactualInternetpurchasestoselectwhichadvertisementstodisplaytothatindividual.

Answer:

FALSE

Diff:

3PageRef:

135

15）Acookieisadatafilethatisplacedonauser'sharddrivebyaremoteWebserveronlywhentheusergivesfullconsenttocollectinformationabouttheuser'sactivitiesatasite.

Answer:

FALSE

Diff:

1PageRef:

135

16）Customerloyaltyisadeepcommitmenttorebuyorrepatronizeapreferredproductorserviceconsistentlyinthefuture,therebycausingrepetitivesame-brandpurchasing.

Answer:

TRUE

Diff:

2PageRef:

136

17）Universalservicesincreasecustomerloyaltythroughpersonalization.

Answer:

FALSE

Diff:

1PageRef:

136

18）Customerloyaltyleadstoenhancedresistancetocompetitors,adecreaseinpricesensitivity,andanincreaseinfavorableword-of-mouth.

Answer:

TRUE

Diff:

2PageRef:

136

19）Attractingandretainingloyalcustomersisthemostimportantissuefore-tailersbecausecustomerloyaltycanlowermarketingandadvertisingcosts,transactioncosts,customerturnoverexpenses,andfailurecostssuchaswarrantyclaims.

Answer:

TRUE

Diff:

3PageRef:

136

20）E-loyaltyiscustomerloyaltytoane-tailerorloyaltyprogramsdeliveredonlineorsupportedelectronically.

Answer:

TRUE

Diff:

1PageRef:

137

21）Theaimofmarketresearchistodiscovermarketingopportunitiesandissues,toestablishmarketingandadvertisingplans,tobetterunderstandthepurchasingprocess,andtoevaluatemarketingperformance.

Answer:

TRUE

Diff:

3PageRef:

138

22）Spywareistinygraphicsfilesembeddedine-mailmessagesandinWebsitesthattransmitinformationaboutusersandtheirmovementstoaWebserver.

Answer:

FALSE

Diff:

1PageRef:

142

23）OneproblemwithWebanalytics,Webmining,andclickstreamdataisthatweobserveandfollowacomputer,notknowingwhoisactuallymovingthemouse.

Answer:

TRUE

Diff:

2PageRef:

144

24）Adspawningreferstoadsthatappearinseparatewindowsbefore,after,orduringInternetsurfingorwhenreadinge-mail.

Answer:

TRUE

Diff:

2PageRef:

149

25）Searchenginetuningincreasessiterankonsearchengines.

Answer:

FALSE

Diff:

1PageRef:

151

4.2MultipleChoice

1）A________issomeonewhoseadviceorviewcarriessomeweightinmakingafinalpurchasingdecision.

A）initiator

B）influencer

C）decider

D）buyer

Answer:

B

Diff:

1PageRef:

133

2）Intheconsumerdecisionprocess,whichofthefollowingrolesultimatelymakesthebuyingdecisionoranypartofit?

A）buyer

B）initiator

C）influencer

D）decider

Answer:

D

Diff:

1PageRef:

133

3）WhichofthefollowingCDSSsupportfacilitiessupportsinformationsearching?

A）agentsandeventnotification

B）virtualcatalogs

C）blogs

D）customertestimonials

Answer:

B

Diff:

3PageRef:

134

4）BanneradvertisingonWebsiteshelpstriggerarealizationthatthereisagapbetweenrealityandadesiredstate,whichoccursinthe________stageoftheECpurchasedecision-makingprocess.

A）needidentification

B）informationsearch

C）evaluation

D）productbrokering

Answer:

A

Diff:

2PageRef:

134

5）ECbusinessesgenerateuserprofilesineachofthefollowingwaysexceptby

A）askinguserstofillinaquestionnaire.

B）usingcookies,spyware,orWebbugstoobservewhatpeoplearedoingonline.

C）usingcustomersegmentationtoidentifycustomers'preferences.

D）basingthemonwhatcustomershavepurchasedonlinebefore.

Answer:

C

Diff:

2PageRef:

135

6）Theuseofcookies

A）isoneofthemostcontroversialissuesinEC.

B）hasnothelpedInternetmarketerstargettheirads.

C）isawidelyusedmethodformassmarketing.

D）isbeingreplacedbyadwareandspywareprograms.

Answer:

A

Diff:

2PageRef:

135

7）Keyfactorslimitingtheuseofpersonalizationinclude

A）matchingprofileswithproductofferingsanddeliveringthoseofferings.

B）communicationcostsandfilteringcosts.

C）privacyandtrustissues.

D）lackofcustomerloyaltyandservicecustomizationcosts.

Answer:

C

Diff:

3PageRef:

135

8）Examplesofpersonalizationinclude

A）notifyingacustomerwhenanauctioncomestoaclose.

B）allowingausertopersonalizeWebsiteattributes.

C）sendinganinstantalerttocustomers'mobiledevices,notifyingthemaboutadropinaproduct'sprice.

D）alloftheabove.

Answer:

D

Diff:

1PageRef:

135

9）Byincreasingcustomerloyalty,ECcompaniesachieveeachofthefollowingbenefitsexcept

A）lowermarketingandadvertisingcosts.

B）lowerclickthroughrates.

C）lowertransactioncosts.

D）lowercustomerturnoverexpenses.

Answer:

B

Diff:

3PageRef:

136

10）Usingcookiesto"sellundertheguiseofresearch"iscalled

A）marketsegmentation.

B）one-on-onemarketing.

C）e-sugging.

D）electronicresearch.

Answer:

C

Diff:

3PageRef:

136

11）TheintroductionofEChas

A）decreasedcustomerloyaltybecausecustomerscanmoreeasilyshop,compare,andswitchtodifferentvendors.

B）increasedcustomerloyaltybecausecustomersdonothavetimetoshoparound.

C）increasedthecostofacquiringandretainingcustomers.

D）decreasedadvertisingandpromotioncosts.

Answer:

A

Diff:

3PageRef:

136

12）Thepsychologicalstatusofwillingnesstodependonanotherpersonororganizationbestdefines

A）e-shopping.

B）trust.

C）satisfaction.

D）e-sugging.

Answer:

B

Diff:

1PageRef:

138

13）Findinginformationandknowledgethatdescribetherelationshipsamongconsumers,products,marketingmethods,andmarketersisthegoalof

A）marketsegmentation.

B）e-tailing.

C）marketresearch.

D）collaborativefiltering.

Answer:

C

Diff:

2PageRef:

138

14）Procter&Gamble（P&G）usedtheInternetinthenewproductdevelopmentofWhitestrips,ateeth-brighteningproduct.Basedonthisexperience,P&G

A）decidedtoaddInternetresearchtoitstraditionalmarketingtestmodel.

B）couldnotdeterminethetargetmarketsegmentsfortheWhitestrips.

C）learnedthatthecostofonlinesurveyswasaboutthesameassimilarlysizedtelephonesurveys,butonlinesurveysexpeditedresearchconsiderably.

D）reducedthetime-to-marketfromconcepttomarketlaunchbyapproximatelytwoyears.

Answer:

D

Diff:

3PageRef:

139

15）Toavoidobtaininginaccurateinformationfromonlinesurveyparticipants,marketerslearnaboutcustomersbyobservingtheirbehaviorusingeachofthefollowingexcept

A）transactionlogsthatrecorduseractivitiesatacompany'sWebsite.

B）cookiesthatallowaWebsitetostoredataontheuser'sPC.

C）spywarethatgathersuserinformationthroughanInternetconnectionwithouttheuser'sknowledge.

D）dataminingtoanalyzeclickstreamdata.

Answer:

D

Diff:

3PageRef:

142-143

16）Whichofthefollowingmajorfactorsisthemostimportantpredictorofonlinebuyingbehavior?

A）productinformationrequested

B）numberofrelatede-mails

C）location

D）gender

Answer:

A

Diff:

3PageRef:

140

17）DatacollectionmethodsintheWeb2.0environmentincludeeachofthefollowingexcept

A）folksonomy.

B）branding.

C）chatting.

D）polling.

Answer:

B

Diff:

3PageRef:

142

18）Thetinygraphicsfilesembeddedine-mailmessagesandinWebsitesthattransmitinformationaboutusersandtheirmovementstoaWebserverare

A）cookies.

B）shopbots.

C）chat