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Mana 4345 ch 6 quiz
test like questions for ecommerce 2012 8/e
| Question | Answer |
|---|---|
| Netflix has used what tactics to build its brand: | eliminating late fees, adding customer value through the library effect, offering a recommender system |
| What activities is the one engaged in by the most online users? | Using e-mail. |
| On a typical day, approximately ________ percent of adult users in the United States logs on to the Internet. | 77% |
| Which age groups has the highest percentage of Internet access in 2011? | 18 – 29 |
| Which of the following age groups had the lowest percentage of Internet access in 2011? | 65+ |
| In 2011, what was the Internet penetration rate for households that had household income of over $75,000? | 96% |
| What about the broadband audience is compared to the dial up audience? | It is clearly different, It is more educated and wealthier, It is more middle-aged |
| A person's profession or occupation is part of their: | direct reference group. |
| What are examples of an indirect reference group? | social class, life-cycle stage, lifestyle group |
| A(n) ________ profile describes an individual's set of needs, drives, motivations, perceptions and learned behaviors. | psychological |
| What is the top reason that consumers shop on the Web rather than through other channels? | 24 hr shopping convience |
| According to a study by the Wharton Forum on Electronic Commerce, what is the most important factor in predicting online buying behavior? | Looking for product information online |
| "Shoppers" constitute approximately ________ percent of the online Internet audience. | 88% |
| Small ticket item sales outnumbered large ticket item sales during the early days of e-commerce for what reasons: | purchase price was low, items were physically small, selection was broad, margins were high |
| What is the top concern of Internet users about purchasing online? | “trust factor” and/or want to see and touch before buying |
| What are examples of a commodity? | oil, corn, gold |
| In discussing a product's feature set, the term actual product refers to: | the set of characteristics designed to deliver the product's core benefits. |
| What are parts of an augmented product's feature set? | installation, warranty, after-sale support, Credit, Delivery Terms |
| According to Interbrand's 2012 World's Most Valuable Brands survey, the most valuable brand in the world is: | Coca-Cola ($77.8B) with Apple a close 2nd ($76.6B) |
| What types of online market segmentation and targeting involves using age, ethnicity, religion, etc.? | demographic |
| What types of online market segmentation and targeting involves using consumers' explicitly expressed interest to segment and target? | search |
| What types of online market segmentation and targeting involves tracking the actions users take on a Web site? | behavioral |
| What are some facts about brands? | Brands lower customer acquisition costs and increase customer retention, Brands create micro-monopolies, Brands reduce consumer risk and uncertainty in a crowded marketplace. |
| The set of plans for differentiating a product and communicating the differences effectively to the marketplace is called: | brand strategy |
| In regards to Price Dispersion there can be large differences in price sensitivity for the same products depending on the seller and: | price dispersion is less for commodities than for differentiated products, online prices have been increasing relative to offline prices |
| What are the Internet's impact on marketing: | broadened the scope of marketing communications, increased the richness of marketing communications, expanded the information density of the marketplace |
| What features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? | universal standards |
| What features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed? | information density |
| The richness made possible by e-commerce technologies does what: | It allows video, audio, and text to be integrated into a single marketing message and consuming experience. |
| For a Web site that has 1 million visitors a month, and where on average, a visitor makes 15 page requests per visit, there will be ________ entries in the transaction log each month. | 15 million |
| The data typically stored in cookies includes a unique ID, e-mail address and path, and security setting other facts are | can be used with Web bugs to create cross-site profiles of users and, cookies make shopping carts possible by allowing a site to keep track of a user's actions. |
| Which of the following examples illustrates the "Long Tail" phenomenon? | 50% of Netflix's 100,000 titles are rented at least once a day by someone. |
| ________ is an industry-standard database query and manipulation language. | Structured query language (SQL) |
| The idea that people classify themselves into "affinity groups" is central to which of the following data mining techniques? | collaborative filtering |
| A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer. | Customer Relationship Management (CRM) system |
| REI used what market entry strategies? | brand extender |
| ________ is/are a key component of permission marketing. | |
| What are attributes of personalized marketing: | targeting of individuals, suitable for highly complex products, unique price |
| The Nike iD program is an example of which of the following marketing techniques? | customer co-production |
| LivePerson is an example of a(n): | real-time customer service chat system |
| The incremental cost of building the next unit of a good is called the: | marginal cost |
| What sre some facts about a free pricing strategy: | Free products and services can help build market awareness, It is difficult to convert free customers into paying customers, Free products and services can knock out potential and actual competitors. |
| What are some fixed price strategies: | bundling, versioning, & free pricing |
| What are some Dynamic Pricing strategies: | auctions, yield management, flash marketing |
| Creating multiple variations of information goods and selling these to different market segments at different prices is called ________. | versioning |
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romoore245
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