Test Bank Docx Chapter.7 Connected Consumers Online

CHAPTER SEVEN CONNECTED CONSUMERS ONLINE

Multiple Choice

1. According to the text, _____ percent of US consumers used the internet in 2012.
2. 50
3. 60
4. 88
5. 90
6. What is the main reason for which consumers do not use the Internet?
7. social
8. political
9. technological
10. all of the above
11. _____ is a basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return.
12. Commerce
13. Barter
14. Exchange
15. Promotion
16. _____ is the idea that there is infinite information, but the demand for it is limited by human capacity.
17. Attention economy
18. Bunkering
19. Time poverty
20. Multiple channel shopping
21. According to the text, some research shows that online shoppers tend to be more _____ oriented than ______ oriented.
22. time; experience
23. goal; experience
24. experience; time
25. experience; goal
26. Which of the following constitutes the cost of a consumer’s resources for exchange?
27. money
28. energy
29. time
30. all of the above
31. Because time poverty is a problem for today’s consumers, they want _____.
32. bunkering
33. appropriate benefits for the time they spend online
34. more multimedia on websites
35. less expensive dial-up connections
36. Which of the following is not identified as one of the five major activities that consumers do as they spend time online?
37. Connect
38. Create
39. Transform
40. Give
41. High bandwidth allows consumers to enjoy which of the following services?
42. phone calls delivered over the Internet
43. delivery of music and movies over the Web
44. real-time virtual reality
45. all of the above
46. Which of the following strategies have been implemented to deal with a mixed bandwith audience for a website?
47. design for the slowest user
48. design for the fastest user
49. design fast and slow versions of the site
50. all of the above
51. One way for marketers to watch the trends of internet users is to _____.
52. monitor RSS feeds
53. monitor search terms entered at Google, Yahoo!, and other search engines/directories
54. measure the use of chat rooms
55. all of the above
56. DSL technology is a method for _____,
57. transmitting wireless data
58. providing video on demand
59. transmitting data at high speed over phone lines
60. connecting high speed cable modems
61. Which of the following is not one of the social/cultural trends that have impacted online exchange?
62. Information overload
63. Time poverty
64. Work at home
65. None of the above
66. Strategies to deal with users with mixed bandwidths include all the following except _____.
67. design for the slowest user
68. use text only Websites
69. design for the fastest user
70. create fast and slow versions of the website
71. Online oxygen is a term coined by www.trendwatching.com which refers to _____.
    1. empowering customers
    2. multitasking on the internet
    3. addictive nature and qualities of the internet
    4. instant messaging

True/False

1. In order for e-marketers to create effective marketing strategies it is important to understand only what motivates consumers to buy in the short run.
2. True
3. False
4. The Internet has moved from a utility to a novelty.
5. True
6. False
7. Most online shoppers have either a price or quality orientation.
8. True
9. False
10. Consumers apply psychic resources when web pages are difficult to comprehend.
11. True
12. False
13. Unfortunately, over half of online shopping carts are abandoned.
14. True
15. False
16. Streaming media causes fewer consumers to have access to online entertainment.
17. True
18. False
19. Few Internet users currently seek information online prior to buying products, although this segment holds huge growth potential.
20. True
21. False
22. The most dramatic increase in online trade over the past two years has been in travel reservations.
    1. True
    2. False
23. The “killer app” for the global internet is e-mail.
24. True
25. False

1. The “killer app” among all media is television.
2. True
3. False
4. Many consumer behavior principles that describe offline buying behavior do not apply to online marketing.
5. True
6. False

Essay Questions

1. What are the main social/cultural trends that have impacted online exchange?
2. What resources must consumers use in exchange for the benefits of the Internet?
3. What are the individual characteristics that differentiate Internet users from non-users and high users from low users?
4. From the individual consumer perspective what two technological developments affect online consumer behavior today?