c hapter 14 marketing in the digital age crs questions & answers

CCHAPTER HAPTER 1414

MARKETING IN THE DIGITAL AGE

CRS Questions & Answers

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


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.


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.


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.


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


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.


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.


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.


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.


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.


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.


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.


The majority of sales made via e-marketing domains today would be classified as:

1. B2C

2. B2B

3. C2C

4. C2B


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.


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. Portal4. E-tailing Web site


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. Portal4. E-tailing Web site

Web logs, or blogs, are online journals where people post their thoughts, usually on a narrowly defined topic.


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 site2. Shopping comparison site3. Content site4. Transaction site


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 site2. Shopping comparison site3. Content site4. 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.

c hapter 14 marketing in the digital age crs questions & answers

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