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Exam Name___________________________________

36. Referencing the EC Consumer Behavior Model, which of the following is mostly controlled by the sellers? A)

merchant and intermediary characteristics B) product/service characteristics C)

environmental characteristics D)

consumer characteristics Answer: B

Diff: 2

Type: MC Page Ref: 429 AACSB: Objective:

37. The major influential factors affecting consumer behavior include A)

merchant and intermediary factors. B) product/service factors. C)

personal characteristics. D)

all of the above. Answer: D

Diff: 1

Type: MC Page Ref: 430-431 AACSB: Objective:

38. Deciding what product to buy best describes A)

social shopping. B) product brokering. C)

electronic decision support. D)

merchant brokering. Answer: B

Diff: 2


39. Deciding from whom to buy a product best describes A)

customer loyalty. B)

merchant brokering. C)

product brokering. D)

electronic branding. Answer: B

Diff: 1


40. Each of the following is a major general purchasing-decision model phase except A)

evaluation of alternatives. B) purchase and delivery. C)

maintenance. D)

information search. Answer: C

Diff: 2


41. A deep commitment to repurchase or repatronize a preferred product/service continually in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts that have the potential to cause switching behavior best describes A)

buyer commitment. B) branding.

C)

behavioral targeting. D)

customer loyalty. Answer: D

Diff: 1


42. The psychological status of willingness to depend on another person or organization best describes A)

trust.

B)

commitment. C)


dedication. Answer:

A

Diff: 1


43. The belief that an online website or other digital entities can deliver what they promise so that the recipient trusts them best defines A)

reputation-based system. B) online trust.

C)

customer loyalty. D)

e-trust.

B

Answer:

Diff: 1


44. Systems used to establish trust among members of online communities where parties with no prior knowledge of each other use the feedback from their peers to assess the trustworthiness of the peers of the community best describes A)

branded systems. B)

loyalty-based systems. C)

review-driven systems. D)

reputation-based systems. Answer: D

Diff: 2


45. Each of the following is a key element for achieving trustworthiness except A)

competence.

branding.

integrity.

security.

B

B)

C)

D)

Answer:

Diff: 3


46. Basic approaches used in marketing and advertising include each of the following except A)

mass marketing. B) market segmentation. C)

one-to-one marketing. D)

market brokering. Answer: D

Diff: 2


47. The process of dividing a consumer market into logical groups for conducting marketing research and analyzing personal information best describes A)

market randomization. B) market segmentation. C)

market selecting. D)

one-to-one marketing. Answer:

B

Diff: 2


48. Common criteria used for effective market segmentation include each of the following except A)

collaborative. B) risk core.

C)

profitability.

D)

demographic. Answer: A

Diff: 3


49. A marketing method that focuses on building a long-term relationship with customers best defines A)

one-to-one marketing. B) collaborative marketing. C)

market segmentation. D)

relationship marketing. Answer: D

Diff: 2


50. Marketing that treats each customer in a unique way best describes A)

one-to-one marketing. B) specialized marketing. C)

directional marketing. D)

ubiquitous marketing. Answer: A

Diff: 2


51. With mass marketing, the focus is on the

A)

product.

customer.

location.

group.

A

B)

C)

D)

Answer:

Diff: 3


52. Key issues related to one-to-one marketing include each of the following except A)

collaborative filtering. B) decentralization. C)


personalization. Answer: B Type: MC

Diff: 3

Page Ref: 441 AACSB: Objective:

53. The matching of services, products, and advertising content with individual consumers and their preferences best describes A)

relational marketing. B) personalization. C)

decentralized marketing. D)

smart marketing. Answer: B

Diff: 2


54. The requirements, preferences, behaviors, and demographic traits of a particular customer best describes A)

cookie.

B)

customer view. C)

marketing channel. D)

user profile. Answer: D

Diff: 2


55. A data file that is placed on a user's hard drive by a remote Web server, frequently without disclosure or the user's consent, which collects information about the user's activities at a site best describes A)

trace record.

cookie.

snippet.

blog.

B)

C)

D)

Answer:

B

Diff: 2


56. Targeting that uses information collected about an individual's Web-browsing behavior, such as the pages they have

visited or the searches they have made, to select an advertisement to display to that individual best defines A)

collaborative filtering. B) customer profiling. C)

segment targeting. D)

behavioral targeting. Answer: D

Diff: 2


57. Which of the following is a market research and personalization method that uses customer data to predict, based on formulas derived from behavioral sciences, what other products or services a customer may enjoy, extending predictions to other customers with similar profiles? A)

viral marketing B) stickiness

C)

collaborative filtering D)

search advertising Answer: C


58. Methods for identifying users' profiles include each of the following except A)

activity-based filtering. B) button-based filtering. C)

content-based filtering. D)

rule-based filtering. Answer: B

Diff: 3


59. The most important factor for predicting customer online purchasing behavior is A)

number of orders made. B) product information requested. C)

number of related e-mails. D)

gender.

B

Answer:

Diff: 3


60. For EC markets, Internet shoppers can be segmented based on A)

themes of Internet usage. B) Web-usage-related lifestyle. C)

Internet attitude. D)


Diff: 1


61. According to research mentioned in the textbook, online shopping segments include A)

positive technology muddlers. B) suspicious learners. C)

adventurous browsers. D)

fearful browsers. Answer: B

Diff: 3


62. Advantages of online surveys include A)

privacy and security concerns. B) technological competency. C)

lower overall preparation and administration costs. D)

variation of the potential respondents. Answer: C

Diff: 2

Type: MC Page Ref: 448

AACSB: Objective:

63. Data collection in the Web 2.0 environment includes each of the following except A)

folksonomy.

polling.

B)

C)

scripting.

D)

chatterbots. Answer: C

Diff: 3


64. A record of user activities best defines A)

banner.

B)

transaction log. C)

user profile.

D)

electronic reference point. Answer: B

Diff: 2


65. Customer movements on the Internet best describes A)

Web bugs.

cookies.

B)

C)

clickstream behavior. D)

Web slugs. Answer: C

Diff: 2


66. Tiny graphics files embedded in e-mail messages and in websites that transmit information about users and their movements to a Web server best describes A)

Web monitors.

B) Web slugs.

C)

Web cookies. D)

Web bugs. Answer: D

Diff: 2


67. Software that gathers user information over an Internet connection without the user's knowledge best defines A)

Web mining. B) ad-aware.

spyware.

C)

D)

collaborative filtering. Answer: C

Diff: 2


68. Data mining techniques for discovering and extracting information from Web documents, exploring both Web content and Web usage, best defines A)

Web mining. B) Web brokering. C)

page filtering. D)

collaborative filtering. Answer: A

Diff: 2


69. An individual's unique physical or behavioral characteristics that can be used to identify an individual precisely best defines A)

Web bugs.

B)

page monitor. C)

biometrics.

D)

cookies.

C

Answer:

Diff: 2


70. Online marketing, facilitated by the Internet, by which marketers can interact directly with customers, and consumers can interact with advertisers and vendors best describes A)

interactive marketing. B) online brokering. C)

market segmenting. D)

augmented reality. Answer: A

Diff: 1


71. The craft of increasing site rank on search engines best describes A)

search engine optimization.

B) analytical marketing. C)

collaborative placement. D)

page conversion. Answer: A

Diff: 2


72. A live direct or indirect view of a physical, real-world environment whose elements are enhanced by computer-generated sensory input, such as sound or graphics defines A)

virtual marketing. B) augmented reality. C)

viral marketing. D)

interactive video. Answer: B

Diff: 3


73. The practice of using computer games to advertise a product, an organization, or a viewpoint best defines A)

relationship marketing. B) viral video.

C)

advergaming. D)

behavioral targeting. Answer: C

Diff: 2


74. The most popular mobile ad is A)

ads in mobile videos. B) multimedia advertising. C)

advertising within mobile games. D)

a short message.

Answer: D

Diff: 2


75. Basic classes of online campaigns include each of the following except A)

coupons.

B)

entertainment. C)

affiliation.

raffles.

C

D)

Answer:

Diff: 3


76. Internet campaign objectives include A)

changing brand image. B)

enhancing brand loyalty. C)

stimulating mobile word of mouth. D)


Diff: 1


77. An advertising strategy in which customers agree to accept advertising and marketing materials best defines A)

localized advertising. B) permission advertising. C)

approval-based marketing. D)

customer-based marketing. Answer: B

Diff: 2


78. A marketing arrangement by which an organization refers consumers to the selling company's website best defines A)

affiliate network. B) affiliate brokering. C)

affiliate marketing. D)

clickstream marketing. Answer: C

Diff: 2


79. A free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user, best defines A)

Really Simple Syndication. B) Webcasting.

Hulu.

C)

D)

interactive video. Answer:

B

Diff: 2


80. A popular Internet advertising payment model where advertisers pay their host only when the ad is clicked on best defines A)

page pricing. B) pay per click. C)

banner pricing. D)

itemized click pricing. Answer: B

Diff: 2


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