下载文档原格式
Chapter 10: ProductMultiple Choice1.The term product may refer to all of the following except _____.a.goodsb.ideasc.peopled.times(d; Medium; pp. 241-242)2.Which of the following is not an attribute of value?a.value is the entire product experienceb.value is defined wholly by the producerc.value involves customer expectationsd.value is applied at all price levels(b; Hard; p. 243)3.Which of the following is not a desired benefit unique to the Internet?a.effective Web navigationeful site designc.high product qualityd.free information or services(c; Hard; p. 243)4.Both _____ and _____ are forms of customization available online.a.benefit packaging; user personalizationb.personalization; trademarkingc.personalization; biddingd.bidding; trademarking(a; Easy; p. 244)5.Why might successful brick-and-mortar firms want to use different brand namesonline and offline?a.to avoid jeopardizing the brand’s good name by associating it with a riskyproduct or channelb.to avoid inadvertently repositioning the offline brand due to a success on theInternetc.firms may want to differentiate the online brand from the offline brandd.all of the above(d; Medium; p. 248)6.All of the following are attributes of a good brand name except _____.a.the name should suggest something about the productb.the name should differentiate the product from competitorsc.the name should be long and spelled in a unique wayd.the name should be capable of legal protection(c; Hard; p. 248)7. A domain name, or URL, is likely to be made up of _____.a.hypertext protocolb. a second-level domainc. a top-level domaind.all of the above(d; Medium; p. 249)8._____ is a critical component in the value proposition.a.Customer supportb.Customer retentionc.Employee loyaltyd.All of the above(a; Hard; p. 251)9.What type of information might be found on an online label at a Web site?a.product ingredientsb.product featuresc.priced. a small lock, indicating secure mode(b; Medium; p. 252)10.Passive Feedback is _____.a. a method for customers to respond to a Websiteb. a cookie that is placed on the consumer’s computerc.an electronic clipping services that scan the Internet for relevant discussionsd.an e-marketer’s evaluation of customer retention(c; Hard; p. 254)11.All of the following are ways in which marketers can integrate hot ideas intocurrent product mixes except _____.a.discontinuous innovationsb.removing outdated product linesc.new-product linesd.repositioned products(b; Hard; p. 256)12.Many firms are allowing customers to create Web site content. Examples of thisinclude all the following except _____.a.blogsb.product reviewsmediariesd.Real Simple Syndication(c; Hard; pp. 253-254)13.All of the following are known viruses except _____.a.Outlookb.Nightshadec.Wormsd.Trojan Horse(a; Medium; p. 259)puter Viruses that do not replicate, but can damage the computer by openingthe gates for hackers to enter the computer are known as a _____.a.wormb.trojan horsec.boot virusd.none of the above(b; Medium; p. 259)15.Marketers deal with five product decisions that comprise its bundle of benefits.These include _____.a.priceb.brandingc.qualityd.location(b; Hard; p. 243)16.According to the book the most important customer benefit that the Internet canprovide is _____.a.price transparencyb.mass customizationc.convenienced.product assortment(b; Hard; p. 244)17. A trademark can be _____.a. a symbol or designb. a computer programc.patentedd.copied by other companies or organizations(a; Hard; p. 244)18.Brands are promises to customers. Delivering on this promise _____.a.builds trustb.can generate higher profitsc.lowers perceived riskd.all of the above(d; Medium; p. 244)19.In terms of branding the dot-com crash showed _____.a.that traditional brand equity did not carry over to the Internetb.the strength of brick and mortar brandsc.that technology was more important than brand equityd.all of the above(b; Medium; p. 248)20.Good names for a new Internet brand should do all of the following except _____.a.differentiate the productb.translate well into other languagesc.be similar to other brand namesd.be memorable(c; Easy; p. 248)True/False21.An idea can be marketed as a product.a.Trueb.False(a; Easy; p. 242)22.Trustworthy brand names add to customer-perceived benefits and, therefore, cancommand higher prices from customers.a.Trueb.False(a, Medium; p. 244)23.Customers and prospects develop a brand image only through one-way brandcontact.a.Trueb.False(b; Easy; p. 246)24.When purchasing a domain name in the United States firms must try to find asecond-level domain name that is not taken, which must be followed by a“.com.”a.Trueb.False(b; Hard; p. 249)25.The power shift to buyers, combined with the Internet’s global reach, allows forboth business and consumer collaboration.a.Trueb.False(a; Easy; p. 253)26.The Internet is a great information equalizer, which means less competition, lessproduct imitation and longer product life cycles.a.Trueb.False(b; Hard; p. 255)27.ROI and break-even are important metrics for selling new-product ideasinternally and for measuring their success in the market.a.Trueb.False(a; Medium; p. 257)28.Blogs are online journals or diaries that allow customer develop Web site content.a.Trueb.False(a; Medium; p. 253)29.Discontinuous innovations are new products that did not perform in themarketplace.a.Trueb.False(b; Medium; p. 256)30.Product benefits are the key components in the value proposition.a.Trueb.False(a; Easy; p 243)Essay31.In what ways do customers develop brand images?•From every brand contact•One way contacts – advertising, packaging•Two way contacts – customer service personnel, sales personnel, trade shows, Web sites or company initiated e-mail.(Easy; pp. 246-247)32.What reasons are there for existing brick-and-mortar firms to choose a differentname for their online offerings than for their offline products? What reasons arethere for using the same name?Choose a different name•Don’t want to jeopardize brand’s good name•Could reposition the offline brandKeep the same name•Leverage off the existing brand•Take advantage of brand equity•Create Synergy between offline and Internet(Medium; pp. 247-248)33.How should marketers attain feedback on their products?•Invite customer input•Monitor and respond to customer input•Passive Feedback-scan the Internet for company and product discussion (Easy; pp. 254-255)34.How can marketers integrate hot product ideas into current product mixes? Youranswer should include at least four of the six strategies mentioned in the text.•Discontinuous Innovation•New product lines•Additions to existing product lines•Improvements or revisions of existing products•Repositioned products•Me-too lower-cost products(Hard; pp. 255-257)35.The Internet is a great information equalizer. What does that mean for firmsinvolved in e-commerce?•Fierce Competition•Product Imitation•Short product life cycles•Product could become a price-driven commodity(Medium; pp. 255)。
Chapter 5: Ethical and Legal IssuesMultiple Choice1.Which of the following is not true in relation to law?w is directed toward the behavior of individuals or small groups, asopposed to entire populationsw attempts to be consistent in time and placec.making law is often slow and complexw is an expression of values(a; Hard; p. 101)2.The central focus of _____ is the analysis and description of what is right andwrong and how we judge the difference.wb.ethicsc.self-regulationd.privacy(b; Hard; p. 101)3.Which of the following is not an ethical issue currently confronting those whowork in electronic environments?a.intellectual propertyb.the role of privacyc.freedom of expressiond.bandwidth restrictions(d; Easy; p. 102)4.The model of self-regulation is supported by all of the following points except_____.a.the private sector’s speed in resolving problems within its area of expertisew is often contradictory and confusingc.voluntary compliance is encouraged by increased consumer confidenced.incentives are insufficiently compelling(d; Medium; pp 102-3)5.The concept of privacy encompasses _____.a.ethical aspectsb.legal aspectsc.both of the aboved.neither of the above(c; Easy; p. 104)6.The general attributes of privacy fall into each of the following categories except_____.a.the seclusion theoryb.the vacuum modelc.the access-control viewpointd.the autonomy model(b; Hard; pp. 104-105)7.What purpose do digital cookies serve?a.they recall stored sales informationb.they collect user data such as name, addresses and phone numbersc.they create features such as virtual shopping basketsd.all of the above(d; Easy; p. 106)8.Critics of opt-out presumptions argue which of the following points?a.average consumers are unlikely to take the time to walk through thenecessary stepsb.consumers prefer targeted advertisingc.the ability of consumers to opt-out cuts down on the effectiveness ofmarketing effortsd.opt-out policies keep marketers from learning anything about consumers(a; Hard; p. 106)9.The recent decrease in the online collection of personal information as comparedwith two years ago can be attributed to all of the following except _____.a.the greater prominence of privacy policiesb.the setting of explicit parameters of data collectionc.more extensive use of opt-out routinesd.recognition within the industry that privacy is important to consumers(b; Hard; p. 107)10.Which of the following is a ubiquitous application, meaning it is able to functionwithout a user’s knowledge or control?a.JAVAb.Windowsc.emaild.XML(a; Medium; p. 108)11.Which of the following problems can currently be addressed by conventionalcriminal statutes?a.workers are extended an expectation of privacy from their employersb.the privacy of all American citizens is assured by federal lawc.there are sanctions against the misuse of consumer datad.the right of users to opt-out of data submission(c; Hard; p. 108)12.Traditionally, what has the law used to protect intangible or intellectual propertyrights?a.copyrightsb.patentsc.trademarksd.all of the above(d; Medium; p. 111)13.Thus far, _____ have been established as the primary means of protecting mostof content on the Internet.a.copyrightsb.patentsc.trademarksd.licenses(a; Hard; p. 111)14.According to trademark law, a certain redundancy is permitted as long as there isenough dissimilarity in which of the following factors?a.type of businessb.productc.geographic localityd.all of the above(d; Easy; p. 113)15._____ allow the buyer to use the product, but restrict duplication and distribution.a. Copyrightsb. Patentsc. Trademarksd. Licenses(d; Hard; p. 116)16.All of the following can be defined as trade secrets except _____.a.formulasb.factsc.market datad.programs(b; Medium; p. 118)17.Which of the following is not a widely held criticism of spam?a.it places burdens on network resourcesb.the targeted marketing costs too muchc.it is an unwanted intrusion for receiversd.it is often derived from mailing lists not intended to be used for masssolicitation(b; Medium; p. 120)18.What is a legal method of protecting children from exposure to inappropriatematerial online?a.filtering modelsb.censorship of the entire Internetc.the Computer Decency Act of 1996d.all of the above(a; Hard; p.121)19.Jurisdiction is _____.a. a legal term defining control of a court or authority over a group orindividualb.traditionally based upon physical presencec.unlikely to be exercised within the geographic boundaries of other nations orstatesd.all of the above(d; Hard; p. 122)20.Which of the following is not a possible sanction for fraudulent conduct?a.consumer educationb.lifetime bans on Internet commercec.civil judgmentsd.criminal prosecution(a; Hard; p. 124)21.Doubleclick an online advertising firm has developed a system calledclickstreams which _____.a.counts Web site hitsb.records users visits to product sites from sponsored Web sitesc.measures the time a visitor stays on Web sited.evaluates revenue per day on Web sites(b; Hard; p. 105)22. A form of trademark violation on the Internet is _____.a.software piracyb.cybersquattingc.illegal music downloadd.spidering(b; Hard; p. 113)23.Within society the value of privacy competes against all the following except_____.a.Safetyb.Economicsc.consumer needsd.Social needs(c; Hard; p. 105)24.The FTC has developed a set of norms for the ethical use of customerinformation on the Internet. The norms include ______.a.Consentb.Securityc.Noticed.all of the above(d; Hard; p. 110)True/False25.Ethical standards are exclusively internal.a.Trueb.False(b; Medium; p. 101)26.The right to privacy is a long-standing concept and its scope is universally agreedupon.a.Trueb.False(b; Easy; pp. 104-105)27.There is currently no law regulating consumers’ right to opt-out of unwanted datacollection.a.Trueb.False(a; Medium; p. 106)28.The issue of collection is the only problem within the context of online privacy.a.Trueb.False(b; Easy; p. 107)29.On the international level, privacy issues have received close attention.a.Trueb.False(a; Medium; p. 109)30.Only registered trademarks may be protected by the federal Lanham Act.a.Trueb.False(b; Hard; p. 112)31.Cybersquatting, the registration of domain names which resemble or duplicatethe names of existing corporations or other entities is illegal.a.Trueb.False(a; Medium; p. 113)32.Shrinkwrap, clickwrap and break-the-seal are all types of licenses appearingupon or within software.a.Trueb.False(b; Hard; p. 116)33.The mass distribution of unsolicited electronic mail is known as spam.a.Trueb.False(a; Easy; p. 120)34.The use of email or Web sites to impersonate individuals or corporations isknown as spidering.a.Trueb.False(b; Medium; pp. 123-124)35.Software can be patented, because it consists of algorithms or generic formulas.a.Trueb.False(b; Hard; pp. 114-115)36.Employees who use their employer’s computers to send e-mail have noexpectation of privacy of that email.a.Trueb.False(b; Medium; p. 109)Essay37.What is the distinction between law and ethics?•Ethics- values and practices of professional and others who have expert knowledge in a specific field•Also general endeavor that reflects concerns and value of society as a whole•Ethics are directed towards individuals or groups•Laws – values of society that are directed to all members of society•Laws are made by governing bodies to cover the whole affectedpopulation•Laws are the result of social and political compromise•Are the combination of interests, beliefs and goals(Medium; pp. 100-101)38.What are the arguments for and against self-regulation? Which position holdsmore validity in your opinion?•Pro•Private sector ability to identify and resolve problems more quickly than laws•Technological environments are controlled by the marketplace•Con•Incentives for self-regulation are not strong enough to prevent fraud and deception•Self interest and external pressure compromise the private sector and the marketplaces ability to police itself.(Hard; pp. 102-104)39.The issue of privacy can be broken down into three general areas. Identify anddefine these areas.•Seclusion Theory – right to be left alone or isolated•Access Control Theory– laws that allow the individual to protectpersonal material from unauthorized release•Autonomy Theory – freedom for coercive use of personal information and the ability to be alone when an individual wants to remain isolated(Hard; pp. 104-105)40.What are the arguments for and against the mass distribution of unsolicited email?Support one of these viewpoints using evidence from your own use of email.•Pro – In the US the First Amendment to the Constitution, Freedom of Expression•Restrict the ability to do targeted e-mails.•Con – Addresses collected from newsgroup or web bulletin boards.Information given for one use or purpose is used as a means to contactthe consumer•Messages sent without return addresses, sender unknown(Medium; pp. 120-121)41.What are some ways for consumers to protect themselves from fraud? Youranswer should include a definition of fraud and a specific Web site useful inprotecting consumers.•Fraud – use of deception and false claims to obtain money•Protection includes consumer education•References from professional organizations•Use of intermediaries•Using organizations that belong to antifraud groups such as the Better Business Bureau•Using businesses that require licensees to follow strict legal and ethical protocols.(Hard; pp. 123-125)42.What are the norms used by the FTC that represent the minimum requirementsessential to the ethical use of consumer information?•Notice- User should be aware of site’s information policy before data are collected•Consent – Users should be allowed to choose to participate or not•Access – Users should have access their data and correct errors.•Security – Policies to ensure the integrity of data and prevention ofmisuse should be in place•Enforcement – User have means to hold data collectors to their policies (Medium; p. 110)。
CHAPTER ONEPAST, PRESENT, AND FUTUREMultiple Choice1.E-marketing affects traditional marketing in which of the following ways?a.increases efficiency of traditional marketing functionsb.technologically transforms marketing strategiesc.decreases the reach of marketing campaignsd.both A and B(d; Moderate; p. 6; LO1; Use of Information Technology)2.________ is the subset of e-business focused on transactions.a.E-commerceb.E-marketingc.Digital technologyd.ESP(a; Easy; p. 6; LO2; Use of Information Technology)3.Convenient access to digital information has the ability to transform all of the followingexcept ________.a.ecosystemsernmentsc.societiesd.businesses(a; Easy; p. 5; LO5; Use of Information Technology)4.The internet consists of all of the following except ________.puters with dataers who send and receive data filesc. a technology infrastructure to move, create, and view or listen to the contentd. a central mainframe(d; Moderate; p. 6-7; LO1; Use of Information Technology)5. A network that runs internally in an organization but uses internet standards and browsersis known as ________.a.an intranetb.an extranetc.an internetd. a Web(a; Moderate; p. 6; LO1; Use of Information Technology)6.All of the following e-marketing technologies exist without the World Wide Web, except________.a.electronic data interchangeb.e-mailc.text messagingd.hypertext navigation(a; Difficult; p. 7; LO1; Use of Information Technology)7.All of the following are technical roles of the internet except ________.ers who access content and send e-mailb.technology infrastructurec.the World Wide Webd.content providers(d; Moderate; p. 6; LO4; Use of Information Technology)8.The internet can deliver content to all the following except _________.sb.refrigeratorsc.VCRsd.autos(c; Easy; p. 18; LO5; Use of Information Technology)9.According to the book, ________ is the country with highest percentage of internet users.a.the United Statesb.Norwayc.Chinad.France(b; Moderate; p. 9; LO5; Multicultural and Diversity)10.All of the following are considered by some authorities to be negatives of the growth of theinternet except________.a.class divisionsb.removing cultural differencesc.efficient marketsd.unsolicited communications(b; Difficult; p. 8-9; LO1; Analytic Skills)11.The “first wave of i nternet disruption” saw firms offer _________.a.products at premium pricingb.tangible products that can be compared and are low pricedmodities available in large quantitiesd.real estate(b; Moderate; p. 10-11; LO5; Analytic Skills)12.In the era of the Plateau of Profitability, marketers have focused on _________.a.traditional roots and well-grounded strategiesb.unique product mixesc.disintermediation in the marketing channeld.product benefits(a; Difficult; p. 11; LO5; Analytic Skills)13.Charles Schwab pitted their online business vs. their established brick-and-mortar business.Which of the following is not a result of this competition?a.faster growing accounts and assetsb.lower pricesc.more sales of bonds and less sales of stocksd.incorporation of successful e-marketing strategy(c; Difficult; p. 12; LO1; Analytic Skills)14.Internet properties, or characteristics, that impact marketing include________.a.global reachb.market deconstructionc.task automationd.all of the above(d; Easy; p. 12; LO1; Use of Information Technology)15.As consumers become more demanding, the internet is a good way to deliver customer valuebecause ________.a.most products on the internet are cheaper than on other marketing channelsb.broadband allows marketers to put more cookies on computersc.marketers can send e-mail messages to millions of customers in an instantd.customers gain access to information and entertainment on demand(d; Moderate; p. 13-14; LO3; Reflective Thinking Skills)16.A problem marketers have in integrating the internet and traditional marketing strategies is________.a.Web sites are not always consistent with offline brand informationb.the high cost of Web site developmentc.reluctance by traditional marketers to use the internetd.marketers’ lack of technological expertise(a; Moderate; p. 11-13; LO1; Use of Information Technology)17.________ is leading to a large increase in wireless networks.a.Integration of information technology and personal digital assistants (PDAs)b.Growth and acceptance of cell phones throughout the worldc.The World Wide Webd.Increasing adoption of high bandwidth(b; Moderate; p. 19; LO3; Use of Information Technology)18.The internet has the power to do all of the following except ________.a.create global communities based on interestsb.decrease cultural and language differencesc.prevent the upward mobility of people and countries at lower socioeconomic levelsd.discourage workaholism(d; Moderate; p. 9; LO5; Use of Information Technology)19.Of the stages of internet development, industrialized countries are moving towards the________.a.boomb.bustc.trough of disillusiond.plateau of profitability(d; Difficult; p. 11; LO5; Analytic Skills)20.________ are specific measures designed to determine web site success in terms of variousfactors, such as number of site visitors, length of time spent browsing a site, number ofcomments posted, and time spent watching a video.a.Segmentation variablesb.Metricsc.ESP modeld.Site stickiness(b; Easy; p. 15; LO1; Analytic Skills)True/False21.Individuals can be both users and content providers on the internet.a.Trueb.False(a; Moderate; p. 6; LO1; Use of Information Technology)22.According to the text, nowadays the internet should be regarded more as a channel thana place.a. Trueb. False(b; Moderate; p. 6; LO5; Analytic Skills)23.E-marketing refers to the result of information technology applied to traditionalmarketing.a.Trueb.False(a; Moderate; p. 6; LO1; Use of Information Technology)24.The internet provides individual users abilities to access information, entertainment, andcommunication.a.Trueb.False(a; Easy ; p. 7; LO3; Use of Information Technology)25.The term blog refers to online diaries, or journals, that are updated and shared on Webpages.a.Trueb.False(a; Moderate; p. 8; LO3; Use of Information Technology)26.More than one-third of global internet users are based in Asia.a.Trueb.False(a; Difficult; p. 9; LO5; Multicultural and Diversity)27.Unsolicited communications, such as spam, have slowed the positive impact of e-marketing practices.a.Trueb.False(a; Moderate; p. 9; LO5; Use of Information Technology)28.Electronic marketing relies solely upon Web-based technology.a.Trueb.False(b; Difficult; p. 7; LO1; Use of Information Technology)29.The internet has shifted power from sellers to buyers.a.Trueb.False(a; Easy; p. 13; LO3; Reflective Thinking Skills)30.It is expected that the “e” in e-business and e-marketing will eventually be dropped, aselectronic practices become more standard.a. Trueb. False(a; Moderate; p. 10; LO5; Analytic Skills)31.The internet is largely the product of ARPANET, a project commissioned by the U.S.Department of Defense.a.Trueb.False(a; Difficult; p. 10; LO1)32.Co-creation occurs when users help marketers develop products or advertising.a.Trueb.False(a; Easy; p. 15; LO3)Essay Questions33.What is the difference between the internet, an extranet, and an intranet?∙The internet is a global network of interconnected computers. Access to the internet is very broad and open.∙An extranet is two or more proprietary or company owned networks that are joined to share information. Access to this network is limited.∙An intranet is an internal network for a company that uses internet standards. Access is limited to internal company use only.(Easy; p. 6; LO1; Use of Information Technology)34.What is a content provider on the internet?Content providers are individuals and organizations that create digital text, video, audio,and graphics to be sent over the internet to users who receive it as information,entertainment, or communications.(Moderate; p. 5; LO1; Analytic Skills)35.Define what community means for the internet and give examples.Communities for the internet are groups of users who come together to share information, hold discussions, and exchange data. Examples include blogs or web logs, auctions, andpeer-to-peer networking.(Easy; p. 7-8; LO1; Analytic Skills)36.Concerning internet usage, what is the digital divide?Internet adoption is affected by money, literacy, and education. This creates a dividebetween those who have access to the i nternet and those who don’t. It impairs the upward mobility of those on the lower socioeconomic level, who don’t have access to the i nternetand the information that comes with it. This impacts individuals on the lowersocioeconomic levels and those living in less developed countries.(Moderate; p. 9; LO5; Reflective Thinking Skills)37.Why did some manufacturers such as Levis stop selling on the internet?∙Channel conflict with retail accounts∙Cannibalization∙Inefficiency(Moderate; p. 11; LO2; Analytic Skills)38.The strength of the internet has affected traditional marketing in several ways. List five ofthem and how they affected marketing.∙Power shift from sellers to buyers (focus on customer relationship management)∙Market fragmentation (more focus on small target markets and 1-to-1 marketing)∙Death of distance or geographic location affect (less focus on place for marketing)∙Time compression (24/7 availability)∙Knowledge management is key (track results in real time and focus on database analysis) ∙Interdisciplinary focus (marketers must understand technology and use it wisely)∙Intellectual capital rules (focus on creativity and imagination)(Difficult; p. 12-15; LO5; Reflective Thinking Skills)39.Marketers face new challenges with the advent of TIVO and other digital video recorders.What is the main challenge and what has TIVO done to alleviate some of the concerns ofmarketers?∙The main challenge is the ability of consumers to speed through and skip commercials that advertisers have paid for based on their ability to communicate with consumers.∙TIVO has setup content with advertising included that viewers can watch at their leisure and TIVO can provide specific metrics to the advertisers on these programs.(Difficult; p. 17; LO4; Reflective Thinking Skills)。
