E-Commerce Chapter 6 Quiz

Which of the following is the most important tool in establishing a relationship with the customer?

A) company website

B) company CRM system

C) search engine display ads

D) Facebook

A) company website

Which of the following features of e-commerce technology enables marketers to engage customers in a dialog and dynamically adjust the experience to the consumer?

A) interactivity

B) information density

C) ubiquity

D) richness

A) interactivity

Pinterest's Lens is an example of which of the following?

A) voice search

B) visual search

C) SEO

D) keyword advertising

B) visual search

Recency refers to the:

A) percentage of existing customers who continue to buy on a regular basis.

B) time elapsed since the last visit made by a customer.

C) percentage of customers who do not return during the next year after an initial purchase.

D) percentage of customers who return to the site within a year to make additional purchases.

B) time elapsed since the last visit made by a customer.

A roughly equal percentage of men and women in the United States use the Internet today.

True

False

True

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

A) yield management

B) flash marketing

C) bait-and-switch

D) long tail marketing

D) long tail marketing

A ________ is a repository of customer information that records all 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.

A) CRM system

B) transactive content system

C) data warehouse

D) customer service chat system

A) CRM system

All of the following are "traditional" online marketing tools except:

A) sponsorship marketing

B) e-mail and permission marketing

C) social marketing

D) affiliate marketing

C) social marketing

The incremental cost of building the next unit of a good is called the:

A) Law of One Price

B) fixed cost

C) variable cost

D) marginal cost

D) marginal cost

If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:

A) unique visitors

B) page views

C) reach

D) hits

A) unique visitors

Which of the following online advertising formats attracted the least amount of spending in 2020?

A) classifieds

B) e-mail

C) search

D) rich media

B) e-mail

Which of the following statements about a free pricing strategy is not true?

A) Free products and services can help build market awareness.

B) Free products and services can knock out potential and actual competitors.

C) It is difficult to convert free customers into paying customers.

D) The free pricing strategy was born in the early days of the Web.

D) The free pricing strategy was born in the early days of the Web.

All of the following are online communications used to support the evaluation of alternatives stage of the consumer decision process except:

A) targeted banner ads

B) online catalogs

C) search engines

D) social networks

A) targeted banner ads

The richness made possible by e-commerce technologies does which of the following?

A) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

B) It reduces the cost of delivering marketing messages and receiving feedback from users.

C) It allows consumers to become co-producers of the goods and services being sold.

D) It enables worldwide customer service and marketing communications.

A) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

A web beacon is:

A) a cookie that carries a virus

B) an automated applet for performing web searches

C) a tiny graphics file embedded in an e-mail or web page

D) an executable cookie

C) a tiny graphics file embedded in an e-mail or web page

Which of the following measures the average length of stay at a website?

A) retention rate

B) stickiness

C) loyalty

D) page views

B) stickiness

Which of the following measures the percentage of e-mails that could not be delivered?

A) bounce-back rate

B) attrition rate

C) abandonment rate

D) unsubscribe rate

A) bounce-back rate

What was the approximate Internet penetration rate in 2019 for individuals that have attained less than a high-school education?

A) 51%

B) 81%

C) 61%

D) 71%

D) 71%

Uber has been criticized for using which of the following?

A) bundling

B) surge pricing

C) malware

D) flash marketing

B) surge pricing

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

A) bundling.

B) dynamic pricing.

C) versioning.

D) customization.

C) versioning.