Contemporary Marketing 17th Edition by Louis E. Boone - Test Bank Instant Download - Complete Test Bank With Answers Sample Questions Are Posted Below Indicate whether the statement is true or false. 1. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and-mortar …
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Contemporary Marketing 17th Edition by Louis E. Boone – Test Bank
Instant Download – Complete Test Bank With Answers
Sample Questions Are Posted Below
| Indicate whether the statement is true or false. |
1. Competitive pricing is one of the main reasons for consumers preferring to shop online than from a brick-and-mortar store.
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2. E-marketing can significantly reduce the costs of reaching a wide audience for small businesses.
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3. Majority of the online sales is through mobile retail.
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4. B2B e-marketing refers to the use of the Internet for business transactions between organizations.
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5. The Internet allows retailers and vendors to exchange vital information, improving the overall functioning of supply and distribution.
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6. Encryption is the process of encoding data for security purposes.
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7. The Internet is an attractive option for business buying and selling as orders placed over the Internet contain fewer errors compared to handwritten ones.
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8. Companies that display TRUSTe logo on their websites need not disclose to consumers how they collect personal data and what they do with that information.
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9. Increased capability of smart phones has boosted online retail sales.
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10. Businesses can efficiently collaborate with vendors, partners, and customers through intranets.
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11. The state of North Carolina established a website where governmental departments could invite bids from participating suppliers for supplying goods and services. This is an example of e-procurement.
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12. If a website is rated high based on its engagement, it implies that a large number of visitors purchase products from that website.
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13. Firewalls used by companies to prevent unauthorized users from tapping into private corporate data are impenetrable.
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14. A firewall is an electronic barrier between a company’s internal network and the Internet that limits access into and out of the network.
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15. The term “societal marketing” refers to buyer–seller communications in which the customer controls the amount and type of information received from a marketer through such channels as the Internet and virtual reality kiosks.
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16. The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at the site.
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17. Consumers’ online shopping experience has been steadily improving in quality and convenience due to the efforts of the retailers.
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18. Online marketing refers to marketing activities that connect buyers and sellers electronically through interactive computer systems.
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19. Women’s apparel, consumer electronics, and video games top the list of top products sold online.
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20. Companies can improve their positioning on the search list of search engines by paying a particular fee.
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21. A private exchange is a secure website at which a company and its suppliers share all types of data related to e-marketing, from product design through order delivery.
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22. Phishing is the voice equivalent of vishing.
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23. Majority of e-marketing activities are business-to-consumer transactions.
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24. Bots are programs that aid online consumers in comparison shopping.
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25. Pure-play e-retailers, even with no real experience of selling and satisfying customers, have been more successful than traditional retailers who entered e-business.
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26. Webtrends Analytics can be used to analyze marketing data from mobile, social, and Web channels.
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27. The term Internet penetration refers to the percentage of a region’s population who use the Internet.
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28. Virtual private networks are less expensive compared to leasing dedicated lines for information traveling over public communications media.
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29. Some of the most significant challenges facing e-business today involve the security of online monetary transactions and the protection of consumer privacy.
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30. A company can use its advertising cost, site traffic, and conversion rate data to find out the cost to win each customer.
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31. A women’s fashion brand allowing its customers to mix and match the clothes and accessories on their website before placing an order is an example of a business offering personalized service to their online customers.
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32. Online communities facilitate B2B marketing.
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33. Integrated marketing refers to the ability to provide a product at the exact time needed.
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34. Conflicts between producers, wholesalers, and retailers are called channel conflicts.
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35. Marketers typically shun blogs that focus on new-technology products, because they require technological authenticity to generate positive marketing outcomes.
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36. Some Web pages display counters that measure the number of visits. These counters can also measure the amount of time users spend on those sites.
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37. Electronic signatures are used to enter into legal contract policies online.
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38. The use of bots has made shopping easier, as it can search hundreds of websites for information on products that meet certain criteria set by the customer.
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39. E-marketing can lead to copyright disputes when a site hosts content to which someone else holds the rights.
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40. After making content decisions and designing the site, the next step in the process of developing a website is connecting to the Internet by placing the required computer files on a server.
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41. Products that require demonstration or trials are better sold in person than through company’s marketing websites.
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42. Internet advertising includes banner ads, pop-up ads, and links listed with major search engines.
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43. The term “societal marketing” refers to online retail sales.
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44. The communication function of the Internet can be used by marketers to advance their organizational objectives.
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45. Phishing involves the use of authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.
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46. The private key in the Secure Sockets Layer (SSL) technology is used to encrypt information.
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47. In the early stages of B2B transactions, marketers believed that online trading was limited to only a few types of products.
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48. The application of electronic tools, such as email, instant messaging, and blogs, to contemporary marketing has the potential to greatly reduce costs and increase customer satisfaction by increasing the speed and efficiency of marketing interactions.
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49. Business-to-business transactions typically involve more steps than consumer purchases.
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50. Online marketing differs from e-marketing as online marketing encompasses digital technologies that do not involve computers.
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51. Web advertising has become more attractive in recent times due to a rise in click-through rates.
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52. A wiki is a Web page that anyone can edit.
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53. Web services require compatible hardware and software systems to exchange data over a network.
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54. If consumers search for information about a product online and then buy it from a brick-and-mortar store, it is known as reverse logistics.
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55. A private exchange is also called c-business because of its relatively more collaborative nature.
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56. Although developing a commercial website with interactive features can cost as little as $30, putting it online can cost tens of thousands of dollars a month for a spot on the server of a Web host.
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57. The main purpose of a corporate website is to increase purchases by visitors.
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58. The United States has the highest number of Internet users in the World.
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59. Cookies and spyware are software used for protecting a website by encrypting it.
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60. Using the Internet to build communities helps companies find other organizations that may be interested in forming an alliance.
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61. In interactive marketing, the customer controls the amount and type of information received from a marketer.
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62. To be successful at e-business, firms must establish and maintain competitive standards for customer service.
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63. Spam filters help Internet users to automatically eliminate junk email from their in-boxes.
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64. E-marketing is an integral component of e-business.
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65. It is more challenging for companies to defend against insiders stealing classified information than the attacks that come from outside organizations.
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66. Amazon.com maintains a record of each customer’s purchases and makes recommendations based on purchase behavior whenever the customer logs in for the next purchase. This is an example of the interactive marketing capability of e-business.
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67. One of the benefits of e-marketing is the ability to reach anyone connected to the Internet anywhere in the world.
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68. E-business is the most popular Web function, followed by communication.
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69. The term e-tailing refers to online retail sales.
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70. The public key in the Secure Sockets Layer (SSL) technology is used to decipher encrypted information.
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71. Online forums are a source of information exchange and can take the form of blogs, a classified ad directory, or a library of information.
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72. Blogs have created interest among marketers as they can be effective at quickly forming public opinion.
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73. The first step to be taken in developing a Web presence for a company is to determine the domain name for the website.
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74. The highly variable cost of a website includes not only development expenses but also the cost of placing the site on a Web server, maintaining and updating it, and promoting it.
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75. For many companies, revenue is not a major website objective.
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| Indicate the answer choice that best completes the statement or answers the question. |
76. Fred purchased six paperbacks from books2u.com three months back. This week, when he logged on to books2u.com, the home page had his name and recommended 6 new books on his favorite topics. This is an example of:
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77. A(n) _____ is a separate window that appears on a user’s screen with an advertising message.
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78. The strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools is called:
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| 79. You and a couple of your college roommates have decided to launch an online business that will sell college sweatshirts from colleges and universities around the world. Customers would be able to logon to your site and see a full catalog of college sweatshirts emblazoned with the name, logo and mascot of over 2,000 colleges and universities from all over the world. Which of the following statements best describes the type of Internet presence your company would have in order to sell these sweatshirts?
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80. Your company is a direct competitor of Netflix, the online, movie-streaming service that allows viewers to select a movie for viewing online whenever they want it. You noticed that not all of Netflix’s movies are available for online viewing immediately. For many of their movies, the user has to request a DVD be mailed to them. Your company intends to exploit this situation by making more movies available for immediate online viewing by users. Which of the following e-marketing capabilities most closely describes what your company is doing to exploit this opportunity?
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| 81. You just recently joined a pilot program offered by the Small Business Administration and designed to assist individuals from certain demographic groups to establish e-commerce businesses. You are excited to be a part of the program, and you are working hard to develop your business idea. The program stipulates that your business idea must be a business that sells products online. You have done extensive research into online buying trends and you have selected the target market that you think represents the largest number of online shoppers.
Which of the following statements best describes the target market that you have selected?
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| 82. You work for a not-for-profit organization, and are not sure of the best way to assess the effectiveness of its website. After researching the options, you settle on one that seems most appropriate in light of the organization’s goal — to maximize time spent by visitors on its site.
What measurement metric did you choose?
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83. _____ are audio or video files that can be downloaded to other digital devices.
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84. _____ e-marketing is the use of Internet for business transactions between organizations.
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85. Which of the following measures, when adopted, will help an online retailer to build customers’ trust?
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86. A private exchange is a secure website used by companies to:
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| 87. When assessing the effectiveness of a website, __________________.
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88. It is now possible to enter into legal contracts online, due to the development of:
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89. Keith is a marketer for Olympus cameras. He arranged for an agreement with a search engine whereby Olympus would pay the search engine for listing its products among the top three results whenever a computer user ran a search for digital cameras. This is an example of:
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90. Keisha received an e-mail from the IT department at her university saying that she should update her password. However, before following the instructions in the e-mail, Keisha checked the University’s technology notices and read a post cautioning users about recent ______ activity on student accounts.
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91. Which of the following is true of B2B E-marketing?
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| 92. The New York Times offers its business advertisers the opportunity to receive a reduced rate on a ______ ad, a small strip message which is placed in a high visibility area of their website if they also place display advertisements in the physical newspaper.
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93. The term _____ is used to describe a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information.
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94. To prevent intrusions, companies install combinations of hardware and software called _____ to keep unauthorized Web users from tapping into private corporate data.
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95. _____ involves paying search engines, such as Google, a fee to make sure the company’s listing appears toward the top of the search results.
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96. _____ is a Web-based system that enables all types of organizations to improve the efficiency of their bidding and purchasing processes.
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97. Aaron Corporation is an insurance firm that provides a range of consumer directed health insurance products. The company has detailed personal information of its patients including their date of birth, email address, health related and occupation details, and address. Which of the following types of software can the company use to protect the consumer information from hackers?
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98. Which of the following is the most popular web function?
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99. Marketing messages that appear before an online video are called _____.
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100. TechnoMarket, a retailer of consumer electronics, has its branches worldwide in around 25 countries. The company is looking for a website that will allow it to communicate with its employees worldwide. The website should also enable the employees to access details regarding the new products, their functionality, and their availability in the store. Which of the following will best suit this purpose?
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101. Many companies have been forced to deal with a type of online fraud that lures their employees into disclosing personal information. The employees receive an email that appears to come from the Internal Revenue Service, demanding confirmation of their Social Security numbers. The message threatens that noncompliance will mean criminal penalties. These employees are victims of:
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102. A basic measurement of website’s effectiveness is the conversion rate, which is the:
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103. Seth reads an online tour journal from his favorite musician. With the help of this journal, fans can post comments or occasionally ask questions to the musician. This online journal is an example of a(n):
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104. Jessica is visiting Chicago with several friends from college and wants to book reservations at one of the top restaurants in the city. She accesses the OpenTable application on her smart phone and reviews several restaurants that are near her location. After discussing with her friends, she makes a reservation at 8 p.m. at one of the restaurants for that evening. Which capability of e-marketing has Jessica utilized to obtain a reservation for dinner?
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105. Which of the following refers to connecting buyers and sellers electronically through interactive computer systems?
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106. Zach is a sports enthusiast and enjoys staying fit by participating in a CrossFit program, playing basketball and soccer. He has been a loyal customer of Eastbay.com and when he signs-in to his account, Eastbay offers suggestions on new products that Zach might like based upon his purchasing history. The ability of the Eastbay.com web store to offer product suggestions based on Zach’s purchasing history is known as the _______ benefit of B2C e-marketing.
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107. Online shopping has been influenced by the increased availability of _______________.
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108. A(n) _____ is an online journal for an individual or organization.
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109. Bailee works approximately 60 hours each week as an account executive with an advertising agency and rarely has time to shop. She loves the _______ of shopping online and is a VIP customer with Zappos. She can order shoes or clothing and receive the item within 24 hours delivered right to her door by UPS with free delivery.
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110. The term _____ is used to describe dot-com retailers without traditional stores or catalogs.
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111. Noe’s Gifts is a gift and accessories retail chain. The company has a website that allows customers not only to buy products online, but also provides information regarding the various offers available, gifting ideas and other information related to the products. The website also provides an opportunity to the consumers to provide feedback on the products and services the company offers. This type of website used by a company to sell its products to consumers is called a(n):
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| 112. You are head of supply chain management at a major manufacturing company. Over the last few months, there have been some high-profile breakdowns in marketing and data coordination between your company and different members of your supply chain. You are meeting with the company’s CEO to develop a strategy for preventing these breakdowns going forward. The CEO has tasked you with developing an online means through which your company can collaborate with its supply chain members more efficiently and effectively.
Which of following B2B tools would be most appropriate to address this issue?
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113. References to the Internet’s global reach have to do with its:
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114. The first step in creating an effective website is to:
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115. Which of the following statements is true about how consumers use the Internet according to the text?
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| 116. Online retailers normally provide directions on how to return merchandise when they deliver a customer’s order. This is called _____________.
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117. Secure networks used for e-marketing and accessible through a firm’s website by external customers, suppliers, or other authorized users for purposes of collaboration are called:
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118. Online communities like Internet forums and social networking sites take advantage of the _____ function of the Internet.
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119. An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing:
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120. Which of the following is the most widely used Internet function?
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121. Caleb followed a friend’s Facebook link to a CNN video featuring a story about a political candidate. However, after about 30 seconds he stopped watching because prior to the CNN video a _______ advertisement for Coca Cola was playing.
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122. The limitations of which of the following were overcome with the introduction of Web services?
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| 123.
Which of the following is TRUE regarding online B2C shoppers?
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124. Virtue.com, a women’s clothing brand that sells its products online intends to automatically collect data from Internet browsers to track the customer’s preferences. These data will help the company to improve its website to provide better search results and also to target its ads well. Which of the following types of software can be used by the company to collect customer information?
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125. Which of the following is the most common form of Internet advertising?
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126. The Metrics Group is a firm that helps companies improve the performance of their websites. The firm rates the effectiveness of the website based on the percentage of website visitors making purchases through the site. Which of the following measures is being used by the firm while assessing the effectiveness of the websites?
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127. Sandra is surfing the Web. After entering a popular site for attorneys, a separate window suddenly appears on the screen promoting a new line of legal software. This is an example of a _____ ad.
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128. You recently joined a major retailing company as head of its Internet marketing strategies group. Immediately, you started assessing the breadth and effectiveness of all elements of the company’s Internet presence to see which areas need immediate improvement. Your initial conclusion is the company does a very good job of providing information via its various websites, but it is extremely deficient in using its Internet presence to drive sales to its customers. Which of the following actions should you take to remedy this situation?
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129. Best Health Labs is a company that provides medical diagnostics services. The company is focused on providing rapid diagnostic and healthcare services based on the philosophy of high quality, low price and superior flexibility. The marketing team coordinates all its promotional activities to convey a unified message to the customers regarding its philosophy of making medical diagnostics more affordable for people around the world. The strategy of the marketing team at Best Health Labs is called _____.
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130. Which of the following is most likely to be a reason why consumers prefer shopping online?
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131. If a book publisher decides to bypass Barnes and Noble by selling directly to readers online, this would be most likely to create a serious _____:
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132. Most shoppers use the Internet mainly to:
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133. _____ are software used by online companies to automatically collect data from Internet browsers in order to track their customers’ shopping and viewing habits.
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134. Lehmann Systems provides a space on its website for users to provide feedback on products and also to suggest new ideas and ideas for improvement. Customers can also subscribe to a newsletter sent by Lehmann Systems, which informs the customers about latest offers and sales. Lehmann systems is engaging in:
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135. When customers control the amount and type of information received from a marketer through such channels as the Internet and virtual reality kiosks, they are engaged in:
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136. Companies use which of the following primarily to increase their visibility and provide information?
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137. The LifeguardStore.com is an Internet-based business serving customers by providing products which meet their swim, lifeguard or facility needs. The company offers a dedicated team of consultants to work with swim teams across the globe to design and deliver apparel appropriate for their needs. Once designed, a dedicated web portal is created so members of the swim team can purchase their items directly from The LifeguardStore.com. The ability to customize products for swim teams is an example of the _____ capability of e-marketing.
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138. A(n) _____ is a software program that allows online shoppers to compare the price of a particular product offered by several online retailers.
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139. The marketing website of a company differs from its corporate website as the marketing website is established:
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140. SunDay Holidays paid a fee to Google to display a link of their website when a user enters a keyword related to holidays or vacations. The link gets displayed on the right side of the search results page. This link is an example of:
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141. Your company is planning to launch a new online gaming website. Users will be able to choose from a selection of over 100 games to play. You will earn revenue through the membership fees you charge to users, and from advertising fees charged to companies that want to place their ads in some of your games. You want to increase your chances of success by launching the website in the country that has the most Internet users in the world. In which one of the following countries should you launch your website?
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142. _________________ provide(s) a way to obtain a form of electronic identification and verifying the buyer’s identity with this software
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143. The process of encoding data for security purposes is called _____.
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144. Which of the following terms refers to a company website that sells products to customers?
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145. Kathy is a summer intern who is eager to take on new challenges in the e-marketing department. Unfortunately, she lacks experience. When told to analyze competitors’ marketing websites, she confuses them with corporate websites. Kathy should have focused on competitive websites that are primarily intended to:
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146. Companies should apply caution and commonsense when making their products available for sale via the Internet. Which of the following products would be most likely to be sold using the Internet?
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147. _____ are strip messages placed in high-visibility areas of frequently visited websites.
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148. Big Martin Corporation uses its website to target customers and promote its products. Big Martin is engaged in:
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149. The corporate website of a company is established with an intention to:
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150. _________ make up the majority of online shoppers.
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151. CallowayGolf.com is a popular website for consumers who enjoy golf and are seeking information about the products and/or those who wish to order directly from the website. CallowayGolf.com notices that its _______ is relatively low with very few visitors actually purchasing from the website. However, it believes the website is effective for ______ shoppers who typically visit locally-owned golf retailers to sample the clubs and make a purchase.
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152. _____ is a technology that secures a website by encrypting information and providing authentication.
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153. The customers of a national bank recently received emails from a fake email address asking them to make a phone call to a number mentioned in the email and provide information regarding their account numbers, recent transactions, and online passwords. The email informed them that it was a check being conducted by the bank to update their personal information. This is an example of:
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154. Stepan, a global chemical supplier maintains an external, private exchange called a(n) ________ which enables its raw materials suppliers to share information such as new product development and work cohesively as partners to arrange logistics and schedule delivery to various Stepan manufacturing facilities across the globe.
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155. According to the text, which of the following factors has led to increased use of the Internet for making purchases by consumers in China?
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156. The click-through rate is a measure of the:
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157. The Internet is mainly used for communication, information, purchases, social networking and ___________.
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158. With respect to building an effective web presence, ____________________.
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159. Which of the following was one of the early online offerings?
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160. Some manufacturing companies prefer to sell only high-priced specialty products online because:
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161. Josh is interested in mountain biking and regularly visits a specialized online service that provides information on various topics related to mountain biking. Josh is most likely to be visiting a(n):
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162. A _____ is a Web page anyone can edit, so that a reader can, in addition to asking questions or posting comments, actually make changes to the Web page.
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163. When you are welcomed back by your name to a website you’ve shopped at before and offered products suited specifically to your tastes and budget (based on your past purchase), you are being targeted by:
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164. _____ describes the wide range of transactions taking place via Internet applications such as email and virtual shopping carts.
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165. Web-to-store shoppers are a group of consumers who:
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166. B2B e-marketing has been shown to:
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167. Which age group of shoppers are most likely to spend time on the Internet?
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168. Which of the following measures is taken by Internet companies to indicate their promise to disclose how they collect personal data and what they do with the customer information?
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169. Courtney visits the website, Fashion4Less.com and is considering purchasing a new purse. She’s not familiar with the company but notices that the website uses SSL technology. Which of the following is true regarding SSL technology?
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170. How is online marketing different from e-marketing?
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171. The most important goal of a marketing website is to:
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172. Adecco systems has a website service which allows the company to interact with its suppliers and share all types of data related to e-marketing. This innovative website can be regarded as:
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173. For those companies that do not intend to generate revenue from their website, online success is measured in terms of:
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174. TecMag is a technology firm that builds computer systems and other related components. TecMag sources its raw materials from various manufacturing firms and is looking for a website that can help in effectively placing orders with the manufacturers online, and also in tracking the order. Which of the following websites can help TecMag accomplish this task efficiently?
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| 175. Amazon boasts a very high _____ when using banner ads placed on CNN.com based upon the percentage of people who are exposed to the advertisement and follow the link to view the advertisement.
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176. Unity Point Hospital system implemented a web-based system that provides the capability for suppliers to place bids and once approved, submit invoices, schedule delivery and receive payment electronically. The purchasing managers for Unity Point appreciate the enhanced efficiency of working with multiple vendors to obtain the various products and services needed by the Unity Point system of hospitals and physician offices. This web-based system is called:
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177. Rigala.com is an online shopping store that sells a wide variety of products. The company saves the shipping information of customers when they place orders to save time during future purchases. The company sends an email to the customer after the purchase of the product and provides a tracking number that allows them to track their order. All these strategies have helped the company to increase the sale of their products online. Which of the following features of online shopping is attracting consumers to the website in the above scenario?
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178. Channel conflicts can be defined as conflicts:
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179. Travel Time is an online travel site that assists customers in booking their holidays. They make advance bookings for the customers, they also notify them about a reduction in air fares immediately so to that it can offer the lowest fare to the customers. It also helps the customers to check the status of their booking online. This type of marketing strategy employed by Travel Time is an example of:
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180. Electronic data interchanges, once limited by operating system incompatibility, have found new life due to:
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181. _____ are Web pages that are publicly accessible journals for individuals or organizations.
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182. Which of the following is one of the top products sold online?
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183. Simply-Fyde Shopping’s website has an online catalog with the details of the products on offer. When customers pick their choices from the list, the items are automatically populated into a(n):
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184. A retail chain that sells consumer electronics is developing a website in-house to sell its products online. The company has finalized name, appearance, and purpose of the website. The next step in the website development process is to:
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185. What is the primary difference or distinction between corporate websites and marketing websites?
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186. _____________ are tiny interactive applications that Internet users can copy and add to their own pages to play music, video, or slide shows
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187. By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through:
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188. Which of the following terms refers to an advantage brought about by the advent of the Internet as a shopping medium by eliminating the geographic protections and limitations of local business and by giving smaller firms a wider audience?
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189. Which of the following statements about B2C e-marketing is true?
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190. The term “Internet penetration” refers to the:
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| Indicate one or more answer choices that best complete the statement or answer the question. |
191. You are determined to build and facilitate communication among an online community of people who share an interest in knitting. Which of the following forms of social media could help you accomplish these goals?
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192. To develop expertise in B2B e-marketing, you are reading about extranets. Now you understand enough about these networks to write a paper on the topic for your marketing professor. Choose the error(s) she identified while grading your paper.
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193. Because you hope to build a career in e-business, you’d like to work for a company making one of the top products sold online. You are most likely to interview with firms offering any of the following except:
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194. You are fascinated with the proliferation of shopbots. As a consumer, you are glad to take advantage of these search programs, which help you:
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195. As you plan for the future of your online music service, you want to expand into the four countries that lead the world in number of Internet users. These countries include:
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196. Your boss at a bicycle manufacturing firm is unenthusiastic about making big investments in e-marketing, because he has little experience with it. You are determined to change his mind, and give him examples of e-marketing’s potential. Which of the following is not one of your examples?
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| Match each definition to the corresponding term.
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| 197. _____ is the strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools. |
| 198. A(n) _____ is a secure network used for e-marketing and accessible through the firm’s website by external customers, suppliers, or other authorized users. |
| 199. A(n) _____ is a secure website in which a company and its suppliers share data related to e-marketing, from product design through order delivery. |
| 200. _____ is the use of the Internet by organizations to solicit bids and purchase goods and services from suppliers. |
| 201. A(n) _____ is a file that holds items the online shopper has chosen to buy. |
| 202. A(n) _____ is a software program that allows online shoppers to compare the price of a particular product offered by several online retailers. |
| 203. The process of encoding data for security purposes is called _____. |
| 204. A(n) _____ is an electronic identification that allows legal contracts such as home mortgages and insurance policies to be executed online. |
| 205. A(n) _____ is an electronic barrier between a company’s internal network and the Internet that limits access into and out of the network. |
| 206. _____ is a high-tech scam that uses authentic-looking email or pop-up messages to get unsuspecting victims to reveal personal information. |
| 207. _____ is a scam that collects personal information through voice response systems. |
| 208. A(n) _____ is a Web page that anyone can edit. |
| 209. _____ is the popular name for junk email. |
| 210. A(n) _____ is a Web page that serves as a publicly accessible personal journal. |
| 211. A(n) _____ is an online audio or video file that can be downloaded to other digital devices. |
| 212. _____ is a brief marketing message that appears before expected video content. |
| 213. _____is an arrangement by which a marketer pays a fee to have his or her firm’s website or ads pop up after a computer user enters a key word or words into a search engine. |
| 214. _____ refers to the percentage of people presented with a banner ad who click on it. |
| 215. _____ refers to the percentage of visitors to a website who make a purchase. |
| 216. The term _____ refers to the amount of time users spend on sites. |
| 217. Describe how companies use the communication function of the Web in their marketing strategies. |
| 218. What are the three primary steps involved in building a website? |
| 219. What are electronic storefronts? How do they function? |
| 220. What is e-procurement? What are its benefits? |
| 221. Briefly describe the role of technological tools in the functioning of B2B transactions. |
| 222. How does the measure of effectiveness of a website differ with type of the website? |
| 223. Why is privacy a major concern for consumers? What are the measures taken by online marketers to assuage such fears? |
| 224. How has the online shopping behavior of customers changed over the last few years? |
| 225. What are the various safety measures employed by e-marketers to develop safe online payment systems? |
| 226. Discuss the five benefits e-marketing offers to contemporary marketers. |
| 227. China and United States have the most number of Internet users. What is the use of Internet to people in these countries? |
| 228. What is e-marketing? Differentiate between e-marketing and online marketing. |
| 229. Write a brief note on search marketing. |
| 230. What is meant by e-business? Name the five broad categories of e-business. |
| 231. List out the various Internet fraud issues that consumers and businesses face in e-marketing. |
| 232. How can e-marketers increase the sale of their products through their websites? |
| 233. What are channel conflicts? Give an example describing how channel conflicts should be dealt with. |
| 234. What is business-to-business (B2B) e-marketing? What are its features? What are the tools that are associated with the functions of B2B e-marketing? |
| 235. Distinguish between a corporate website and a marketing website. |
| 236. What benefits do B2C e-marketing efforts have to offer to consumers? |
Answer Key
| 1. True |
| 2. True |
| 3. False |
| 4. True |
| 5. True |
| 6. True |
| 7. True |
| 8. False |
| 9. True |
| 10. False |
| 11. True |
| 12. False |
| 13. False |
| 14. True |
| 15. False |
| 16. True |
| 17. True |
| 18. True |
| 19. True |
| 20. True |
| 21. True |
| 22. False |
| 23. False |
| 24. True |
| 25. False |
| 26. True |
| 27. True |
| 28. True |
| 29. True |
| 30. True |
| 31. True |
| 32. True |
| 33. False |
| 34. True |
| 35. False |
| 36. False |
| 37. True |
| 38. True |
| 39. True |
| 40. True |
| 41. True |
| 42. True |
| 43. False |
| 44. True |
| 45. True |
| 46. False |
| 47. False |
| 48. True |
| 49. True |
| 50. False |
| 51. False |
| 52. True |
| 53. False |
| 54. False |
| 55. True |
| 56. False |
| 57. False |
| 58. False |
| 59. False |
| 60. True |
| 61. True |
| 62. True |
| 63. True |
| 64. True |
| 65. True |
| 66. False |
| 67. True |
| 68. False |
| 69. True |
| 70. False |
| 71. True |
| 72. True |
| 73. False |
| 74. True |
| 75. True |
| 76. d |
| 77. c |
| 78. a |
| 79. b |
| 80. c |
| 81. e |
| 82. c |
| 83. b |
| 84. c |
| 85. d |
| 86. b |
| 87. d |
| 88. b |
| 89. c |
| 90. a |
| 91. b |
| 92. a |
| 93. b |
| 94. a |
| 95. a |
| 96. d |
| 97. d |
| 98. c |
| 99. d |
| 100. d |
| 101. a |
| 102. d |
| 103. a |
| 104. a |
| 105. c |
| 106. a |
| 107. a |
| 108. a |
| 109. a |
| 110. d |
| 111. c |
| 112. e |
| 113. a |
| 114. d |
| 115. a |
| 116. c |
| 117. b |
| 118. b |
| 119. a |
| 120. c |
| 121. a |
| 122. d |
| 123. a |
| 124. b |
| 125. d |
| 126. c |
| 127. b |
| 128. a |
| 129. b |
| 130. d |
| 131. b |
| 132. b |
| 133. b |
| 134. b |
| 135. b |
| 136. a |
| 137. a |
| 138. d |
| 139. c |
| 140. a |
| 141. b |
| 142. a |
| 143. c |
| 144. d |
| 145. c |
| 146. a |
| 147. b |
| 148. c |
| 149. c |
| 150. e |
| 151. a |
| 152. c |
| 153. a |
| 154. a |
| 155. a |
| 156. c |
| 157. e |
| 158. a |
| 159. c |
| 160. d |
| 161. c |
| 162. b |
| 163. a |
| 164. b |
| 165. c |
| 166. b |
| 167. a |
| 168. d |
| 169. a |
| 170. c |
| 171. c |
| 172. b |
| 173. b |
| 174. c |
| 175. a |
| 176. a |
| 177. a |
| 178. b |
| 179. a |
| 180. a |
| 181. c |
| 182. c |
| 183. b |
| 184. d |
| 185. a |
| 186. d |
| 187. d |
| 188. d |
| 189. a |
| 190. d |
| 191. a, b, c, e |
| 192. b, c, d |
| 193. c, e |
| 194. a, d |
| 195. a, b, c |
| 196. a, b, c, e |
| 197. d |
| 198. b |
| 199. e |
| 200. o |
| 201. m |
| 202. f |
| 203. c |
| 204. h |
| 205. n |
| 206. i |
| 207. p |
| 208. a |
| 209. q |
| 210. j |
| 211. r |
| 212. s |
| 213. g |
| 214. k |
| 215. l |
| 216. t |
| 217. Contemporary marketers use the communication function of the Internet to advance their organizational objectives. Companies have long used email to communicate with customers, suppliers, and other partners. Firms also use email to inform customers about events such as new products and special promotions. In addition to email, many firms also use Internet forums, newsgroups, electronic bulletin boards, and social networks that appeal to people with common interests. Members congregate online and exchange views and information on topics of interest. Firms often use forums to ask questions and exchange information with customers. Marketers can also step up to advertising on social networking sites like Facebook, which offers a variety of ad-buying options. Firms can also use mediums like blogs and podcasts in their e-business strategies. Of particular interest to marketers are blogs that focus on new-technology products, because they can prove effective at quickly forming public opinion. |
218.
|
| 219. Electronic storefronts are company websites that sell products to consumers. Online retailers set up these websites and provide an online catalog where visitors click on items they want to buy. These items are placed in a file called an electronic shopping cart or shopping bag. When the shopper indicates that he or she wants to complete the transaction, the items in the electronic shopping cart are listed on the screen, along with total amount due, so the customer can review the whole order and make changes before paying. |
| 220. E-procurement is the use of Internet by organizations to solicit bids and purchase goods and services from suppliers. E-procurement are Web-based systems that enable all types of organizations to improve the efficiency of their bidding and purchasing processes. E-procurement also benefits the public sector. These Web-based systems allow state and local agencies and government offices, as well as the state’s colleges and universities, to invite bids, receive quotes, and place orders. |
| 221. One of the oldest applications of technology to business transactions is electronic data interchange (EDI), computer-to-computer exchanges of price quotations, purchase orders, invoices, and other sales information between buyers and sellers. EDI requires compatible hardware and software systems to exchange data over a network. Use of EDI cuts paper flow, speeds the order cycle, and reduces errors. In addition, by receiving daily inventory status reports from vendors, companies can set production schedules to match demand. The Internet also offers an efficient way for businesses to collaborate with vendors, partners, and customers through extranets, secure networks used for e-marketing and accessible through the firm’s website by external customers, suppliers, or other authorized users. Extranets go beyond ordering and fulfillment processes by giving selected outsiders access to internal information. Like other forms of e-marketing, extranets provide additional benefits such as enhanced relationships with business partners. Intranets are secure internal networks that help companies share information among employees, no matter how many or how widespread they are. The next generation of extranets is the private exchange, a secure website at which a company and its suppliers share all types of data related to e-marketing, from product design through order delivery. A private exchange is more collaborative than a typical extranet, so this type of arrangement is sometimes called c-business. The participants can use it to collaborate on product ideas, production scheduling, distribution, order tracking, and any other functions a business wants to include. |
| 222. Measuring the effectiveness of the website often depends on the purpose of the website. Profitability is relatively easy to measure in companies that generate revenues directly from online product orders, advertising, or subscription sales. But for many companies, revenue is not a major website objective. Most company websites are classified as corporate websites, not shopping sites, meaning that firms use their sites to showcase their products and to offer information about their organizations. For such companies, online success is measured by increased brand awareness and brand loyalty, which presumably translates into greater profitability through offline transactions. |
| 223. Marketing research indicates privacy as one of the top concerns of many Internet users. Thanks to cookies and spyware, software used to automatically collect data from Internet browsers, online companies can track their customers’ shopping and viewing habits. Amazon.com, for instance, has long employed sophisticated data collection systems to track customer preferences, and Google and other search engines gather users’ search terms as a way to better target the ads that provide their revenue. The way companies use this technology has the potential both to make visits to the website more convenient and to invade computer users’ privacy.
Most consumers want assurances that any information they provide won’t be sold to others without their permission. In response to these concerns, online merchants take steps to protect consumer information. For example, many Internet companies have signed on with Internet privacy organizations such as TRUSTe. By displaying the TRUSTe logo on their websites, they indicate their promise to disclose how they collect personal data and what they do with the information. Prominently displaying a privacy policy is an effective way to build customers’ trust. |
| 224. A broader range of Internet users now purchase products online compared with a few years ago. Women make up more than 60 percent of people who shop online, and the typical Internet user is likely to be between 18 and 64 years of age. More than half of all users make at least one purchase online each month, and more than six in ten research products online before buying them in a store. Half of all shoppers spend three quarters of total shopping time doing product research. Many online shoppers are loyal and buy mostly from a single site; Amazon and eBay are the most popular. Women’s apparel, consumer electronics, and video games top the list of top products sold online. Sales of health and beauty products have increased, with tools showing a decline. Thanks to retailers’ efforts, consumers’ online shopping experiences have been steadily improving in quality and convenience. |
| 225. Companies have developed secure payment systems in response to consumer concerns about the safety of sending credit card numbers over the Internet. Most companies contain sophisticated encryption systems to protect sensitive information. Encryption is the process of encoding data for security purposes. When such a system is active, users see a special icon that indicates they are at a protected website. To further increase consumer security, most companies use Secure Sockets Layer (SSL) technology to encrypt information and provide authentication. SSL consists of a public key and a private key. The public key is used to encrypt information and the private key is used to decipher it. When a browser points to a domain with an SSL certificate, the technology authenticates the server and the visitor and establishes an encryption method and a unique session key. Both parties can then begin a secure session that guarantees message privacy and integrity. |
226. Through the Internet and related technology, e-marketing provides the marketer with:
|
| 227. In the United States, Internet usage is mostly about communication, information, and purchases. Nearly all American users say they use email and use a search engine for information; almost 85 percent get news or look for maps or driving directions. About four- fifths search for health or medical news or check the weather. About three quarters look for information about items they’re interested in buying or go online just to pass the time or to have fun. In China, where Internet users tend to be young, instant messaging and using search engines are the most popular activities, followed by downloading music, blogging, viewing videos, online gaming, and other modes of social networking. After a relatively slow start, online purchase transactions in China have jumped significantly, helped by the spread of local online payment systems. |
| 228. E-marketing is a strategic process of creating, distributing, promoting, and pricing goods and services to a target market over the Internet or through digital tools. E-marketing can encompass digital technologies ranging from DVDs to interactive store kiosks that do not involve computers, whereas online marketing refers to marketing activities that connect buyers and sellers electronically through interactive computer systems. |
| 229. Search marketing is considered one of the most effective forms of Web-based advertising. Companies pay search engines fees to have their websites or ads pop up after a user enters certain words into the search engine, or to make sure their firm’s listing appears toward the top of the search results. Google and other search engines now include “Sponsored Links” on the right side of the search results page. A user who clicks on one of the sites listed under Sponsored Links is taken to that site, and the company pays the search engine a small fee. Google and Microsoft among others have made major investments in improving their search marketing services and capabilities. |
| 230. Electronic business or e-business refers to conducting business via the Internet and has turned virtual reality into reality. Today, e-business describes the wide range of business activities taking place via Internet applications such as email and virtual shopping carts. E-business can be divided into the following five broad categories: (1) e-tailing or virtual storefronts on websites; (2) business-to-business transactions; (3) electronic data interchanges (EDI), the business-to-business exchange of data; (4) email, instant messaging, blogs, podcasts, and other Web-enabled communication tools and their use as media for reaching prospective and existing customers; and (5) the gathering and use of demographic, product, and other information through Web contacts. |
| 231. Fraud is another impediment to the growth of e-business and e-marketing. One growing type of Internet fraud is called phishing. It is a high-tech scam that uses email or pop-up messages that claim to be from familiar businesses or organizations such as banks, Internet service providers, or even government agencies. The message usually asks the reader to “update” or “validate” account information, often stating that some dire consequence will occur if the reader doesn’t respond. The purpose of phishing is to get unsuspecting victims to disclose personal information such as credit card numbers, bank account numbers, Social Security numbers, or computer passwords. Phishing is also commonly used to distribute viruses and malicious spyware programs to computer users. In vishing, the voice equivalent of phishing, an email or VoIP phone call requests the user to make a phone call to a voice response system that asks for the caller’s credit card number. The latest spin on phishing is smishing, a scam delivered via text message.
Payment fraud is another growing problem for many e-marketers. Orders are placed online and paid for using a credit card, and the retailer ships the merchandise. Then the cardholder asks the credit card issuer for a chargeback to the e-tailer, claiming he or she never made the purchase or never received the merchandise. Some claims are legitimate, but many involve fraud. Because an online purchase doesn’t require a customer’s signature or credit card imprint, the merchant—not the card issuer—bears the liability in most fraud cases. |
| 232. E-marketers must meet buyers’ expectations to attract and keep customers. Customers want to find products easily and have questions answered quickly. Product reviews, shopping information, pop-up discount offers, and instant messaging for customer questions can help online retailers to close sales. Companies can also include three-dimensional product photos and video demonstrations on their sites as better site design helps to increase the number of shoppers who actually buy what they put in their shopping carts. Companies can also improve on the merchandise delivery and returns by allowing customers to track orders from placement to delivery on their websites. They can also implement the process of reverse logistics. Some companies provide detailed instructions on how to return the merchandise, including preprinted shipping labels and even pay the shipping costs for returns. |
| 233. Conflicts between producers, wholesalers, and retailers are called channel conflicts. Companies spend time and money nurturing relationships with their partners. But when a manufacturer uses the Internet to sell directly to customers, it can compete with its usual partners. Retailers often have their own websites, so they don’t want their suppliers competing with them for sales. As e-business broadens its reach, producers must decide whether these relationships are more important than the potential of selling directly on the Web.
Mattel, well known for producing toys such as Barbie, Cabbage Patch dolls, and Matchbox cars, sells most of its products in toy stores and toy departments of other retailers such as Target and Walmart. The company wants an Internet presence, but it would cut the retailers out of this important source of revenue if it sold toys online to consumers. Mattel cannot afford to lose the goodwill and purchasing power of major retailers such as Toys “R” Us, so the company sells only specialty products online, including pricey American Girl dolls. |
| 234. Business-to-business (B2B) e-marketing is the use of the Internet for business transactions between organizations.
In addition to generating sales revenue, B2B e-marketing also provides detailed product descriptions whenever needed. Payments and other information are exchanged on the Web, and B2B e-marketing can slash order-processing expenses. Business-to-business transactions, which typically involve more steps than consumer purchases, can be much more efficient on the Internet. Orders placed over the Internet usually contain fewer errors than handwritten ones, and when mistakes occur, the technology can quickly locate them. This makes the Internet an attractive option for business buying and selling. |
| 235. Corporate websites are sites designed to increase a firm’s visibility, promote its offerings, and provide information to interested parties. Rather than selling goods and services directly, these sites attempt to build customer goodwill and assist channel members in their marketing efforts. In addition to using the Web to communicate product information and build relationships with customers, many companies also use their corporate websites for a variety of other purposes, including disseminating financial information to investors; giving prospective employees the opportunity to apply online for jobs; and providing a communication channel for customers and other interested parties via email, blogs, and online forums. Marketing websites often include information about company history, products, locations, employment opportunities, and financial information, and their goal is to increase purchases by visitors. Many marketing websites try to engage consumers in interactions that will move them closer to a demonstration, trial visit, purchase, or other marketing outcome. |
| 236. Many consumers prefer shopping online to the time needed to drive to a store and select purchases. Three main reasons are most often cited in consumer surveys for consumers’ preference for online shopping: competitive pricing, access and convenience, and personalized service. Competitive pricing: Many of the best deals on products, such as airfares and hotels, can be found on the Internet. The Web is an ideal method for savvy shoppers to compare prices from dozens, or even hundreds of sellers. Online shoppers can compare features and prices at their leisure. Bots aid consumers in comparison shopping. Bots are search programs that check hundreds of sites, gather and assemble information, and bring it back to the sender. Access and convenience: A second important factor in prompting online purchases is shopper convenience. Cybershoppers can order goods and services from around the world at any hour of the day or night. Most e-marketers allow customers to register their credit card and shipping information for quick use in making future purchases. Personalized service: While online shopping transactions often operate with little or no human interaction, successful B2C e-marketing companies know how important personalization is to the quality of the shopping experience. Customer satisfaction is greatly influenced by the marketer’s ability to offer service tailored to many customers. But each person expects a certain level of customer service. Consequently, most leading online retailers offer customized features on their websites. |
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
Original price was: $30.00.$20.00Current price is: $20.00.
