POSSIBLE TEST QUESTIONS - Chapter 1

Multiple Choice Questions

3. The “Big Bang” of the 1990s refers to which milestone in the Internet’s development?
a) venture capital investment
b) world wide web development
c) military email adoption
d) government deregulation
Page 7

5. The growth of radio in the 1920s led businesses to focus on which of these areas?
a) mass marketing
b) customer tracking
c) product development
d) technology research
Page 9

9. A key factor in the success of keyword advertising is:
a) cost
b) appearance
c) relevance
d) speed
Page 20

True/False Questions

3. The CEO of Land’s End, once stated that customer retention is less important than recruiting new customers.
Page 24

8. Internet marketing tools have made it more difficult for small firms to compete with global companies.
Page 8

POSSIBLE TEST QUESTIONS - Chapter 2

Multiple Choice Questions

4) Moore’s Law describes which of these powerful forces in modern society?
a) demand for new technology
b) falling cost of digital technology
c) emergence of technology in popular culture
d) use of new technologies in marketing strategies
Page 39

9) Second-level business practices involve which of these activities?
a) marketing and selling products
b) managing customer information
c) customer service
d) all of the above
Page 63

11) Of the following marketing costs, which has fallen dramatically in recent years?
a) energy
b) sales calls
c) newsprint
d) digital bits
Page 43

True/False Questions

2) Moore’s Law states that each generation of chip technology contains about twice as much power as the previous generation.
Page 40

7) The demise of Communism in Eastern Europe has been linked to decreases in digital costs.
Page 399

POSSIBLE TEST QUESTIONS - Chapter 3

Multiple Choice Questions:

3. The leading driver of Internet usage is:
a) Email
b) Ecommerce
c) News sites
d) Financial sites
Page 75

4. Each of the following is considered an important step for marketers in creating value in online information EXCEPT:
a) Gathering
b) Producing
c) Organizing
d) Distributing
Page 99

6. Which of the following is an example of a market that has moved from local to a national or global audience by going online:
a) Banking
b) Education
c) Insurance
d) A and b only
e) All of the above
Page 98

True/False Questions

1. In the first ten years that the Internet was available widely to the public, a billion individuals became users.
Page 71

3. Metcalfe’s Law is based on the premise that a network is less valuable when accessed by more individuals.
Page 85

POSSIBLE TEST QUESTIONS - Chapter 4

Multiple Choice Questions:

2) Individualization makes the online world more _________?
a) costly
b) complicated
c) secure
d) strategic
Page 107

4) In the United States, consumers spend the most time online where?
a) home
b) work
c) school
d) church
Page 109

8) Which population is most likely to use the Internet:
a) high school dropouts
b) high school graduates
c) college students
d) college graduates
Page 116

12) Which of the following can limit connections between a marketer and an individual online?
a) trust
b) technology
c) product design
d) product price
Page 135

True/False Questions:

11) Buyers typically react favorably toward a sales representative whose personality is like their own.
Page 120

POSSIBLE TEST QUESTIONS - Chapter 5

Multiple Choice Questions

4) Web chain analyses allow marketers to calculate the benefit of what?
a) Product purchases
b) Technology adoptions
c) Customer contacts
d) Price reductions
Page 150

5) The phenomenon of ________ is a major obstacle for online advertisers.
a) “banner blindness”
b) “ad adversity”
c) “online obtuseness”
d) “content culling”
Page 152

8) Retention spending by a business can influence a customer’s __________ .
a) purchasing power
b) lifetime value
c) ad notice rate
d) price sensitivity
Page 157

10) Which of the following is a potential direct benefit of successful online marketing?
a) Improved efficiency
b) Increased sales
c) Higher customer loyalty
d) Better branding
Page 160

11) Which of the following web tactics has led to widespread savings for businesses?
a) Customer self-service
b) Customer surveys
c) Customer tracking
d) Customer registration
Page 162

POSSIBLE TEST QUESTIONS - Chapter 6

Multiple Choice Questions

4) The largest share on online advertising comes from which of the following?
a) Keywords ads
b) Banner ads
c) Multi-media ads
d) Classified ads
Page 180

7) Domain name selections should accomplish which of the following goals:
a) reinforce branding
b) build traffic
c) anticipate consumer behavior
d) a & b only
e) all of the above
Page 186

True/False Questions

1) Web site content and development is one of the largest areas of spending for online marketing.
Page 180

7) Prompting consumers to respond online to an ad campaign often demands cross-media coordination.
Page 195

POSSIBLE TEST QUESTIONS - Chapter 7

Multiple Choice Questions:

1) The number of page views on an average web site visit is _______ .
a) less than two
b) less than three
c) about five
d) about 10
Page 217

6) Two main goals of web site personalization systems are dialogue and ________.
a) learning
b) selling
c) persuading
d) educating
Page 222

7) Which of the following would be the most effective marketing effort for use on a web site’s most frequent exit page?
a) Promoting an online store
b) Selling advertising
c) Offering limited-time offers
d) Placing weekly rotating offers
Page 223

12) A “sticky” web site refers to those sites that ________.
a) are most complicated to use
b) contain the most flash graphics
c) have the longest user visits
d) report the most repeat visitors
Page 230

True False Questions:

3) When the quality of content at a web site is higher, users tend to visit the site for longer periods.
Page 221

POSSIBLE TEST QUESTIONS - Chapter 8

Multiple Choice Questions:

2) Which of the following has accounted for the largest growth of online spending in recent years?
a) search marketing
b) banner advertising
c) site sponsorship
d) subscription fees
Page 253

3) The two basic forms of search engine traffic are pay-per-click and which of the following?
a) keyword
b) original
c) unified
d) organic
Page 266

6) Cost-per-action is the number of online visits that achieve a particular result divided by what?
a) duration of campaign
b) price of campaign
c) visitors to the site
d) click-through rate
Page 259

11) A pay-per-click ad located near the results of a search engine query is an example of traffic by ________.
a) keyword
b) banner
c) optimization
d) association
Page 279

True/False Questions:

1) Keyword advertising has led to a greater emphasis on accountability in marketing.
Page 250

POSSIBLE TEST QUESTIONS - Chapter 9

Multiple Choice Questions:

1) Greater personalization is possible online due to the general purpose technologies of digitization, individualization and which of the following?
a) advertising
b) networking
c) branding
d) marketing
Page 290

6) Personalization has the greatest competitive advantage when it is backed by company dedication to what?
a) Customer-relating capabilities
b) Customer-enhancing products
c) Customer-driven tools
d) Customer-improving performance
Page 297

True/False Questions:

1) Personalized services remain a luxury affordable only to the wealthy and elite.
Page 291

POSSIBLE TEST QUESTIONS - Chapter 10

Multiple Choice Questions:

1) For marketers, one challenge in interacting with online communities is the inability to fully control which of the following?
a) price
b) participation
c) traffic
d) message
Page 328

7) Which of the following does the textbook identify as a key feature that facilitates discussions in online communities?
a) personality
b) continuity
c) creativity
d) anonymity
Page 337

9) Which of the following is the most direct method for measuring the strength of an online community?
a) web log analysis
b) email campaigns
c) usage patterns
d) database marketing
Page 342

10) Which of the following is the first step for marketers engaged in customer retention activities?
a) profiling
b) pitching
c) recruiting
d) developing
Page 34

POSSIBLE TEST QUESTIONS - Chapter 11

Multiple Choice Questions

2) Many successful companies now release new products at scheduled intervals instead of waiting for which of the following to change?
a) internal staffing
b) external competition
c) consumer preferences
d) market conditions
Page 362

3) A company that is the first to introduce a new product or service is more likely to attract which of the following?
a) allies
b) enemies
c) competitors
d) parasites
Page 362

9) One key way that virtual research can improve a product’s chance for success is by identifying which of the following?
a) design flaws
b) trade secrets
c) cost overruns
d) price drops
Page 378

POSSIBLE TEST QUESTIONS - Chapter 12

Multiple Choice Questions:

3) To maximize profit, firms must decide price based on consumer demand, cost and which of the following?
a) purchase importance
b) material supply
c) competition
d) availability
Page 394

5) Consumer price sensitivity increases when a product’s price is greater than what?
a) product cost
b) product value
c) competitive alternatives
d) competitive margins
Page 397

6) Even with extensive online pricing information, consumers still can find it hard to judge what?
a) cost
b) quality
c) value
d) demand
Page 401