EC课本题库版ec08tifch3.docx

1、EC课本题库版ec08tifch3Chapter 3Retailing in Electronic Commerce: Products and ServicesTrue-False Questions1.The amount and percentage of goods and services sold on the Internet is increasing rapidly, despite the failure of many dot-com companies.Answer: True Difficulty: Easy Page Reference: 93 AACSB: Use

2、 of information technology2.A retailer is a sales intermediary, a seller that operates between manufacturers and customers.Answer: True Difficulty: Easy Page Reference: 93AACSB: Use of information technology3.Consumer electronics, including cell phone sales, are the largest category of online retail

3、. Answer: False Difficulty: Easy Page Reference: 95 AACSB: 4.Jewelry sales over the Internet is just beginning, but could be one of the top sellers on the Internet in the near future.Answer: False Difficulty: Medium Page Reference: 96 AACSB: 5.Offline transactions are somewhat influenced by research

4、 conducted online, with approximately one-third of online shoppers reporting that they used the Internet to research and influence their offline shopping choices. Answer: False Difficulty: Medium Page Reference: 97 AACSB:6.Evidence indicates that the basic principles that apply to retail success do

5、not apply to e-tail success.Answer: False Difficulty: Easy Page Reference: 98 AACSB: Use of information technology7.Offering quality merchandise at good prices, coupled with excellent service, and cross-channel coordination and integration in which customers can almost seamlessly operate between the

6、 online and physical environments of a business are also important elements in successful e-tailing.Answer: True Difficulty: Easy Page Reference: 98 AACSB: Reflective thinking8.Goods with the following characteristicguarantee provided by highly reliable or well-known vendorsare expected to facilitat

7、e higher sales volumes.Answer: True Difficulty: Medium Page Reference: 98 AACSB: 9.A business model is an analysis of the organizations customers and, from that, a discussion of how that organization will achieve profitability and sustainability by delivering goods and services to those customers.An

8、swer: True Difficulty: Medium Page Reference: 99 AACSB: Use of information technology10.Direct marketing describes marketing that takes place offline between manufacturers and retailers.Answer: False Difficulty: Easy Page Reference: 100 AACSB: 11.Virtual or pure-play e-tailers are firms that sell di

9、rectly to consumers over the Internet without maintaining a physical sales channel.Answer: True Difficulty: Easy Page Reference: 100 AACSB: Use of information technology12.Specialized businesses operate in a very narrow market and would find it difficult to survive in the physical world because they

10、 would not have enough customers or could not hold the variety of stock.Answer: True Difficulty: Medium Page Reference: 101 AACSB: 13.All click-and-mortar retailers started life as a traditional storefront with a physical retail presence only and over time adopted an online transactional capability

11、as well (brick only to brick-and-click).Answer: False Difficulty: Medium Page Reference: 102 AACSB: Use of information technology14.In todays digital economy, click-and-mortar retailers sell via stores, through voice phone calls to human operators, over the Internet through interactive Web sites, an

12、d by mobile devices.Answer: True Difficulty: Medium Page Reference: 102 AACSB: Use of information technology15.Although there are practical advantages to being an e-tailer, such as lower overhead costs, it has many drawbacks and barriers so the winners in many market segments will be companies that

13、use the click-and-mortar approach.Answer: True Difficulty: Medium Page Reference: 103 AACSB: Use of information technology16.Online travel services have high margins because of their multiple revenue models including commissions, revenue from advertising, lead-generation payments, consultancy fees,

14、subscription or membership fees, and revenue-sharing fees. Answer: False Difficulty: Medium Page Reference: 106 AACSB: Use of information technology17.The job market is characterized by high volatility and unbalanced supply and demand.Answer: Difficulty: Medium Page Reference: 110 AACSB: Use of info

15、rmation technology18.In general, online real estate is replacing existing real estate agents in most markets. Answer: False Difficulty: Medium Page Reference: 116 AACSB: Use of information technology19.Many insurers are using a dual distribution strategy, by adding online distribution of standard pr

16、oducts to their traditional agency distribution system. Answer: True Difficulty: Medium Page Reference: 117 AACSB: Use of information technology20.From a banks perspective, online banking offers a cheap alternative to branch banking as well as a chance to enlist customers in remote areas. Answer: Tr

17、ue Difficulty: Medium Page Reference: 120 AACSB: Use of information technology21.E realized a substantial reduction in operating costs and inventory costs by eliminating its brick-and-mortar stores and becoming a pure-play in e-commerce. Answer: True Difficulty: Medium Page Reference: 131 AACSB: Use

18、 of information technology22.In implementing a successful click-and-mortar strategy, a company must make sure that whether a customer establishes contact through face-to-face encounters with store personnel or through the Web page, the information and service received is consistent.Answer: True Diff

19、iculty: Medium Page Reference: 139 AACSB: Use of information technology23.Investors in e-tailers which report small losses on each unit sold should not be concerned because the huge volume of business available online should more than offset these small marginal losses. Answer: False Difficulty: Med

20、ium Page Reference: 137 AACSB: Reflective thinking24.Cybermediation occurs at Web sites that use intelligent agents to facilitate intermediation. Answer: True Difficulty: Medium Page Reference: 142 AACSB: 25.Channel conflict occurs when adding an online distribution channel causes problems with exis

21、ting distribution channels. Answer: True Difficulty: Medium Page Reference: 142 AACSB: Reflective thinkingMultiple Choice Questions 26.A experienced all of the following EXCEPT:a. A maintained its position as the number one e-tailer in 2006.b. A have trended upward, driven largely by product diversi

22、fication and its international presence.c. The companys financial success has been assured.d. Despite increasing a sales and net profits, in percentage terms, Amazon has seen a drop in profitability in 2006, attributed to huge spending on further developing its technology infrastructure and its inve

23、stment in the Amazon Prime discount shipping program.Answer: C Difficulty: Medium Page Reference: 92 AACSB:27.According to data from eMarketer, approximately _ shop online and/or research offline-sales online.a. two in five Internet users age 18 and over.b. three in four Internet users age 14 and ov

24、er c. three in four Internet users age 25 and over d. two in five Internet users age 30 and overAnswer: B Difficulty: Medium Page Reference: 93 AACSB:28.All of the following categories have already been selling well online EXCEPT:a. new carsb. travelc. computer hardware and softwared. pet suppliesAn

25、swer: A Difficulty: Easy Page Reference: 96 AACSB: Reflective thinking29.Important trends in B2C EC include all of the following EXCEPT:a. many offline transactions are now heavily influenced by research conducted online.b. the Internet will influence approximately 25 percent of all retail sales by

26、2010.c. the use of cell phones to shop online is increasing rapidly.d. online advertising will increasingly use rich media.Answer: B Difficulty: Medium Page Reference: 97 AACSB:30.With all else being equal in the online environment, goods with any of the following product characteristics are expecte

27、d to facilitate greater online sales EXCEPT:a. High brand recognition.b. Digitized format.c. Relatively expensive items.d. Frequently purchased items.Answer: C Difficulty: Medium Page Reference: 98 AACSB:31.Marketing that takes place without the help of intermediaries is called: a. direct marketing.

28、b. disintermediationc. pure-play e-tailingd. e-malls.Answer: A Difficulty: Medium Page Reference: 100 AACSB:32.Dells strategy is best described as:a. a brick-and-mortar strategy.b. a shared service mall strategy.c. a click-and-mortar strategy.d. direct marketing from a manufacturer.Answer: D Difficu

29、lty: Medium Page Reference: 100 AACSB:33.Sears marketing strategy would best be described as:a. a brick-and-mortar strategy.b. a shared service mall strategy.c. a click-and-mortar strategy.d. direct marketing from a manufacturer.Answer: C Difficulty: Medium Page Reference: 100 AACSB:34.In direct mar

30、keting:a. shipments are made directly from the seller to the customer.b. electronic distributors must be used.c. customers are contacted directly without the help of intermediaries.d. sales are made in malls only.Answer: C Difficulty: Medium Page Reference: 100 AACSB:35.An online seller of travel se

31、rvices that generates revenue by charging fees for its services is an example of a(n):a. market maker.b. transaction broker.c. content disseminator.d. viral marketer.Answer: B Difficulty: Medium Page Reference: 104 AACSB:36.A marketer that uses e-mail to advertise to potential customers is called a:a. market maker.b. transaction broker.c. content disseminator.d. viral marketer. Answer: D Difficulty: Medium Page Reference: 104 AACSB:37.A company that creates and manages many-to