网络营销英文版题库带答案练习题复习题Ch3-(5).docx

CHAPTER SEVEN
CONNECTED CONSUMERS ONLINE

Multiple Choice

1. According to the text, _____ percent of US consumers used the internet in 2012.
a. 50
b. 60
c. 88
d. 90
(c; Difficult; LO1; Analytic Skills)

2. What is the main reason for which consumers do not use the Internet?
a. social
b. political
c. technological
d. all of the above
(d; Easy; LO2; Analytic Skills)

3. _____ is a basic marketing concept that refers to the act of obtaining a valued object from someone by offering something in return.
a. Commerce
b. Barter
c. Exchange
d. Promotion
(c; Difficult; LO2; Analytic Skills)

4. _____ is the idea that there is infinite information, but the demand for it is limited by human capacity.
a. Attention economy
b. Bunkering
c. Time poverty
d. Multiple channel shopping
(a; Difficult; LO2; Analytic Skills)

5. According to the text, some research shows that online shoppers tend to be more _____ oriented than ______ oriented.
a. time; experience
b. goal; experience
c. experience; time
d. experience; goal
(b; Difficult; LO1; Analytic Skills)

6. Which of the following constitutes the cost of a consumer’s resources for exchange?
a. money
b. energy
c. time
d. all of the above
(d; Easy; LO2; Analytic Skills)

7. Because time poverty is a problem for today’s consumers, they want _____.
a. bunkering
b. appropriate benefits for the time they spend online
c. more multimedia on websites
d. less expensive dial-up connections
(b; Moderate; LO3; Analytic Skills)

8. Which of the following is not identified as one of the five major activities that consumers do as they spend time online?
a. Connect
b. Create
c. Transform
d. Give
(c; Moderate; LO2; Analytic Skills)

9. High bandwidth allows consumers to enjoy which of the following services?
a. phone calls delivered over the Internet
b. delivery of music and movies over the Web
c. real-time virtual reality
d. all of the above
(d; Easy; LO1; Analytic Skills)

10. Which of the following strategies have been implemented to deal with a mixed bandwith audience for a website?
a. design for the slowest user
b. design for the fastest user
c. design fast and slow versions of the site
d. all of the above
(d; Moderate; LO2; Analytic Skills)

11. One way for marketers to watch the trends of internet users is to _____.
a. monitor RSS feeds
b. monitor search terms entered at Google, Yahoo!, and other search engines/directories
c. measure the use of chat rooms
d. all of the above
(b; Difficult; LO2; Analytic Skills)

12. DSL technology is a method for _____,
a. transmitting wireless data
b. providing video on demand
c. transmitting data at high speed over phone lines
d. connecting high speed cable modems
(c; Difficult; LO2; Analytic Skills)

13. Which of the following is not one of the social/cultural trends that have impacted online exchange?
a. Information overload
b. Time poverty
c. Work at home
d. None of the above
(d; Easy; LO2; Analytic Skills)

14. Strategies to deal with users with mixed bandwidths include all the following except _____.
a. design for the slowest user
b. use text only Websites
c. design for the fastest user
d. create fast and slow versions of the website
(b; Difficult; LO2; Analytic Skills)

15. Online oxygen is a term coined by which refers to _____.
a. empowering customers
b. multitasking on the internet
c. addictive nature and qualities of the internet
d. instant messaging
(c; Difficult; LO2; Analytic Skills)

True/False

16. In order for e-marketers to create effective marketing strategies it is important to understand only what motivates consumers to buy in the short run.
a. True
b. False
(b; Moderate; LO4; Analytic Skills)

17. The Internet has moved from a utility to a novelty.
a. True
b. False
(b; Easy; LO4; Analytic Skills)

18. Most online shoppers have either a price or quality orientation.
a. True
b. False
(b; Difficult; LO3; Analytic Skills)

19. Consumers apply psychic resources when web pages are difficult to comprehend.
a. True
b. False
(a; Difficult; LO3; Analytic Skills)

20. Unfortunately, over half of online shopping carts are abandoned.
a. True
b. False
(a; Easy; LO1; Analytic Skills)

21. Streaming media causes fewer consumers to have access to online entertainment.
a. True
b. False
(b; Difficult; LO1; Analytic Skills)

22. Few Internet users currently seek information online prior to buying products, although this segment holds huge growth potential.
a. True
b. False
(b; Difficult; LO1; Analytic Skills)

23. The most dramatic increase in online trade over the past two years has been in travel reservations.
a. True
b. False
(b; Easy; LO1; Analytic Skills)

24. The “killer app” for the global internet is e-mail.
a. True
b. False
(a; Easy; LO2; Analytic Skills)

25. The “killer app” among all media is television.
a. True
b. False
(a; Easy; LO2; Analytic Skills)

26. Many consumer behavior principles that describe offline buying behavior do not apply to online marketing.
a. True
b. False
(b; Easy; LO2; Analytic Skills)

Essay Questions

27. What are the main social/cultural trends that have impacted online exchange?
§ Information Overload – the Internet has brought us more data and information then we can handle. Negative views on spam and advertising on the Web
§ Time Poverty – Internet users as a rule have less and less time to spend on any activity. We don’t want to waste time on the Internet with slow transaction processing or jumping from page to page to complete a transaction.
§ Home and Work – the Internet has lowered the barrier between work and home. We are always connected to our work. More work is done at home and more personal affairs such as shopping and travel arrangements are done at work
§ Anywhere, Anytime convenience – We want to shop and complete transactions 24/7. We expect all operations on the Internet to be available at our convenience.
§ Online Oxygen- Some users have become addicted to the Internet.
§ Self Service- We expect a fairly low level of service on the Internet and in exchange we expect low prices. As consumer we are empowered to get information, purchase and track our purchases.
§ Sophisticated Consumers – Consumers have control through information and the transparency of pricing.
§ Privacy and Security – We expect our information to remain private and that there are safeguards for children.
§ Online Crime – Consumers are concerned about Fraud and viruses on the Internet
(Moderate; LO2; Analytic Skills)

28. What resources must consumers use in exchange for the benefits of the Internet?
§ Monetary Costs
§ Time Costs
§ Energy and Psychic Costs
(Easy; LO2; Analytic Skills)

29. What are the individual characteristics that differentiate Internet users from non-users and high users from low users?
§ Demographics – Age, income, education, ethnicity, gender, and family lifecycle
§ Positive attitude towards technology
§ Online skill and experience
§ Online shoppers more goal oriented than experience oriented
(Difficult; LO3; Analytic Skills)

30. From the individual consumer perspective what two technological developments affect online consumer behavior today?
§ High speed broadband connections – Broadband users have access to more games, multimedia, video, music
§ Receiving Appliance Convergence – Internet is available on more then computers
(Moderate, LO2; Analytic Skills)

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