Test Bank Chapter 10 Marketing And Advertising In E-Commerce

Chapter 9

True/False

1. Customer acquisition and retention are key success factors, both offline and online.

A. True

B. False

2. The abandoning of online shopping carts by shoppers is not of major concern to sellers.

A. True

B. False

3. Effective online marketing activity can generate positive effects, which are generally observed as trust, customer satisfaction, and loyalty.

A. True

B. False

4. Actually, loyal customers end up buying less when they have the option to peruse items and purchase items from a company’s website.

A. True

B. False

5. Putting banner ads on an Internet portal so that everyone who accesses the website can see the message is a typical example of online mass marketing.

A. True

B. False

Multiple Choice

1. The person who tries to convince other people to make a purchase is the:

A. Initiator

B. Influencer

C. Decider

D. Buyer

2. The person who recognizes and suggests the need to buy a specific product or service is the:

A. Initiator

B. Influencer

C. Decider

D. Buyer

3. ______refers to the chance that previous customers will continue to repurchase or repatronize a product/service from the same vendors over an extended period of time.

A. Customer loyalty

B. Customer referral

C. Customer acquisition

D. None of these

4. Which of the following is not a representative strategy for building consumer trust in EC?

A. Improve Your Website

B. Objective Third-Party Seals

C. Increase marketing

D. Establish Trustworthiness

5. ______ are used to establish trust among members of online trading systems where parties who have never done business with one another use feedback from others

A. Marketing campaigns

B. Reputation-based systems

C. Referrals

D. None of these

6. One of the benefits of one-to-one e-commerce is that companies can ________ .

A. better interact with customers and understand their needs

B. reduce operational costs

C. simply marketing efforts

D. all of these

7. ______ refers to the matching of advertising content and vendors’ services with customers based on their preferences and individual needs.

A. Profiling

B. Cloning

C. Cookies

D. Personalization

8. One-to-one matching can be done by methods such as:

A. profiling

B. spyware

C. cookies

D. collaborative filtering

9. ______ uses consumer browsing behavior information, and other information about consumers, to design personalized ads that may influence consumers better than mass advertising does.

A. Behavioral targeting

B. Collaborative filtering

C. Personalization

D. Profiling

10. In addition to collaborative filtering, what other method is not generally used for identifying users’ profiles?

A. Rule-based Filtering

B. Content-based Filtering

C. Activity-based Filtering

D. All are used

11. Which of the following methods is not commonly used in online market research?

A. Soliciting information from customers online

B. Observing what customers are doing on the Web by using transaction logs and cookies

C. Using data, text, and Web mining, or collaborative filtering techniques to analyze the available data

D. All are used

12. A ______ is a user file that records the user’s activities on a company’s website from the computer log.

A. transaction log

B. clickstream

C. cookie

D. user profile

Essay

1. Why are businesses concerned about shopping cart abandonment?

2. How does market segmentation help define a marketing and advertising plan?

3. How is one-to-one marketing practiced?

4. How can biometrics be used in market research?

5. What is search engine optimization (SEO)?