MIS 412–Chapter 6

On a typical day, approximately ________ percent of adult users in the United States logs on to the Internet.
82
Which of the following activities is the one engaged in by the highest percentage of online users?
using e-mail
On average, which of the following activities was most frequently engaged in by Internet users in 2012?
checking the weather
The dial-up audience is ________ the broadband audience.
less intensely involved with the Internet than
Which of the following age groups has the highest percentage of Internet access?
18-29
Which of the following demographic groups had the greatest increase in Internet access between 2002 and 2012?
Black, non-hispanic
Which of the following age groups had the lowest percentage of Internet access in 2012?
65+
In 2012, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?
60 percent
Toyota’s use of the Internet to target Hispanic customers is an example of targeting a specific:
subculture
A person’s profession or occupation is part of their:
direct reference group
Which of the following is an example of an indirect reference group?
social class
A(n) ________ profile describes an individual’s set of needs, drives, motivations, perceptions and learned behaviors.
psychological
All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:
targeted banner ads
“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 all of the following reasons except:
margins were low
Which of the following is the top concern of Internet users about purchasing online?
inability to see and touch before buying
Studies of the effects of social “connectedness” on Internet purchases indicate that the more “connected” an individual:
the less that individual is influenced by friends’ purchases.
The broadest factor in consumer behavior is:
culture
In modeling online consumer behavior, consumer skills refers to the:
knowledge consumers have about how to conduct online transactions
All of the following are important clickstream behavior factors except:
the number of advertisements viewed
Approximately ________ in annual offline retail sales is influenced by online browsing.
$1.2 trillion
Which of the following types of online market segmentation and targeting involves using age, ethnicity, religion, etc.?
demographic
Which of the following types of online market segmentation and targeting involves using consumers’ explicitly expressed interest to segment and target?
search
Which of the following types of online market segmentation and targeting involves tracking the actions users take on a Web site?
behavioral
Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan?
local marketing
All of the following statements are true except:
Relative dispersion of prices for online goods has decreased
Which of the following statements about the Internet’s impact on marketing is not true?
The Internet has decreased the impact of brands
Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?
universal standards
Which of the following 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 which of the following?
It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.
50 million
All of the following statements about cookies are true except:
The data typically stored in cookies includes a unique ID and e-mail address
A Web beacon is:
a tiny graphics file embedded in an e-mail or Web page.
________ is an industry-standard database query and manipulation language.
SQL
All of the following are traditional online marketing tools except:
social marketing
Which of the following examples illustrates the “Long Tail” phenomenon?
Over 50 percent of Netflix’s 100,000 titles are rented at least once a day by someone.
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.
CRM system
Netflix entered the market with a(n) ________ strategy.
first mover
Walmart used which of the following market entry strategies?
brand extender
The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.
flash marketing
Which of the following is not a kind of Twitter marketing product?
Promoted shopping
Which of the following is not a feature that is driving social e-commerce growth?
personal intelligent agents
Permission marketing:
is a component of e-mail marketing.
All of the following are attributes of personalized marketing except:
use of mass media
The Nike iD program is an example of which of the following marketing techniques?
customer co-production
The incremental cost of building the next unit of a good is called the:
marginal cost
Which of the following statements about a free pricing strategy is false?
The free pricing strategy was born in the early days of the Web
Creating multiple variations of information goods and selling these to different market segments at different prices is called:
versioning
All of the following are fixed price strategies except:
yield management