1. C HAPTER 14 MARKETING IN THE DIGITAL AGE CRS Questions & Answers

2. Copyright 2007, Prentice-Hall Inc.14-2 Linda is angry at Joe's Pizza for delivering yet another soggy pizza, so she fires off an e-mail to Joe's Pizza criticizing their performance. This is an example of: 1.B2B e-commerce 2.B2C e-commerce 3.C2C e-commerce 4.C2B e-commerce

3. Copyright 2007, Prentice-Hall Inc.14-3 Linda is angry at Joe's Pizza for delivering yet another soggy pizza, so she fires off an e-mail to Joe's Pizza criticizing their performance. This is an example of: 1.B2B e-commerce 2.B2C e-commerce 3.C2C e-commerce 4.C2B e-commerce C2B e-commerce occurs when consumers use the Internet to search for sellers, learn about offers, or give feedback.

4. Copyright 2007, Prentice-Hall Inc.14-4 Early dot-coms failed for all of the following reasons EXCEPT: 1.They did not spend enough money on advertising offline. 2.They did not build repeat purchases and loyalty among current customers. 3.They had poorly conceived business models. 4.They rushed into the market without proper research or planning.

5. Copyright 2007, Prentice-Hall Inc.14-5 Early dot-coms failed for all of the following reasons EXCEPT: 1.They did not spend enough money on advertising offline. 2.They did not build repeat purchases and loyalty among current customers. 3.They had poorly conceived business models. 4.They rushed into the market without proper research or planning. Many dot-coms relied too heavily on “spin” and “hype” offline mass market advertising and failed to develop sound marketing strategies.

6. Copyright 2007, Prentice-Hall Inc.14-6 Robert's Clothiers operates a downtown store and an e-tail site on the Web. Robert's is an example of: 1.An ISP 2.A click-only company 3.A click-and-mortar company 4.A transaction site

7. Copyright 2007, Prentice-Hall Inc.14-7 Robert's Clothiers operates a downtown store and an e-tail site on the Web. Robert's is an example of: 1.An ISP 2.A click-only company 3.A click-and-mortar company 4.A transaction site Click-and-mortar companies sell products both as an e-tailer over the Internet and in a traditional store setting.

8. Copyright 2007, Prentice-Hall Inc.14-8 Effective Web sites encourage repeat visits by being interesting, useful, and challenging. All of the following are effective ways to encourage repeat visits EXCEPT: 1.Providing a library of relevant articles. 2.Offering online classes. 3.Providing challenging navigation where customers hunt for information. 4.Providing a variety of changing promotional offers.

9. Copyright 2007, Prentice-Hall Inc.14-9 Effective Web sites encourage repeat visits by being interesting, useful, and challenging. All of the following are effective ways to encourage repeat visits EXCEPT: 1.Providing a library of relevant articles. 2.Offering online classes. 3.Providing challenging navigation where customers hunt for information. 4.Providing a variety of changing promotional offers. Easy navigation is critical to encouraging repeat visits.

10. Copyright 2007, Prentice-Hall Inc.14-10 Companies can conduct e-marketing in any of the following ways EXCEPT: 1.Setting up a Web community. 2.Setting up a corporate Web site. 3.Sending e-mail to promote and attract visitors to a Web site. 4.Sending a CD offering free online access.

11. Copyright 2007, Prentice-Hall Inc.14-11 Companies can conduct e-marketing in any of the following ways EXCEPT: 1.Setting up a Web community. 2.Setting up a corporate Web site. 3.Sending e-mail to promote and attract visitors to a Web site. 4.Sending a CD offering free online access. E-marketing consists of company efforts over the Internet to communicate about, promote, and sell goods.

12. Copyright 2007, Prentice-Hall Inc.14-12 Consumers and business buyers benefit from Internet buying because it is convenient, interactive, and immediate, offers a wealth of comparative information and ____________ 1.provides access to a greater product selection. 2.leads to quicker product delivery. 3.filters out unethical vendors. 4.all of the above.

13. Copyright 2007, Prentice-Hall Inc.14-13 Consumers and business buyers benefit from Internet buying because it is convenient, interactive and immediate, offers a wealth of comparative information and ____________ 1.provides access to a greater product selection. 2.leads to quicker product delivery. 3.filters out unethical vendors. 4.all of the above. Web sellers from all over the globe can offer an almost unlimited selection of goods to consumers anywhere.

14. Copyright 2007, Prentice-Hall Inc.14-14 The majority of sales made via e-marketing domains today would be classified as: 1.B2C 2.B2B 3.C2C 4.C2B

15. Copyright 2007, Prentice-Hall Inc.14-15 The majority of sales made via e-marketing domains today would be classified as: 1.B2C sales 2.B2B sales 3.C2C sales 4.C2B sales B2B sales far outstrip those of the B2C domain. B2B sales are growing at a phenomenal rate and reached $4 trillion in 2003.

16. Copyright 2007, Prentice-Hall Inc.14-16 Strangenewproducts.com is a(n) _______ run by Steve who chronicles “the weirdest, funniest, strangest, and coolest new products.” Steve posts humorous descriptions and photos for all to see. Visitors are invited to share comments. 1.Private trading exchange 2.Blog 3.Portal 4.E-tailing Web site

17. Copyright 2007, Prentice-Hall Inc.14-17 Strangenewproducts.com is a(n) _______ run by Steve who chronicles “the weirdest, funniest, strangest, and coolest new products.” Steve posts humorous descriptions and photos for all to see. Visitors are invited to share comments. 1.Private trading exchange 2.Blog 3.Portal 4.E-tailing Web site Web logs, or blogs, are online journals where people post their thoughts, usually on a narrowly defined topic.

18. Copyright 2007, Prentice-Hall Inc.14-18 CNET.com hosts reviews, how-to advice, online videos, and a vendor listing/price search option for various types of electronic products. Which classification best describes the CNET Web site? 1.Portal site 2.Shopping comparison site 3.Content site 4.Transaction site

19. Copyright 2007, Prentice-Hall Inc.14-19 CNET.com hosts reviews, how-to advice, online videos, and a vendor listing/price search option for various types of electronic products. Which classification best describes the CNET Web site? 1.Portal site 2.Shopping comparison site 3.Content site 4.Transaction site Although CNET offers a price comparison function, the site is probably better classified as a content site due to the rest of the information.