MIS 412–Chapter 6 – Flashcards
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On a typical day, approximately ________ percent of adult users in the United States logs on to the Internet.
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82
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Which of the following activities is the one engaged in by the highest percentage of online users?
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using e-mail
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On average, which of the following activities was most frequently engaged in by Internet users in 2012?
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checking the weather
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The dial-up audience is ________ the broadband audience.
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less intensely involved with the Internet than
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Which of the following age groups has the highest percentage of Internet access?
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18-29
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Which of the following demographic groups had the greatest increase in Internet access between 2002 and 2012?
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Black, non-hispanic
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Which of the following age groups had the lowest percentage of Internet access in 2012?
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65+
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In 2012, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?
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60 percent
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Toyota's use of the Internet to target Hispanic customers is an example of targeting a specific:
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subculture
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A person's profession or occupation is part of their:
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direct reference group
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Which of the following is an example of an indirect reference group?
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social class
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A(n) ________ profile describes an individual's set of needs, drives, motivations, perceptions and learned behaviors.
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psychological
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All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:
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targeted banner ads
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"Shoppers" constitute approximately ________ percent of the online Internet audience.
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88
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Small ticket item sales outnumbered large ticket item sales during the early days of e-commerce for all of the following reasons except:
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margins were low
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Which of the following is the top concern of Internet users about purchasing online?
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inability to see and touch before buying
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Studies of the effects of social "connectedness" on Internet purchases indicate that the more "connected" an individual:
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the less that individual is influenced by friends' purchases.
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The broadest factor in consumer behavior is:
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culture
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In modeling online consumer behavior, consumer skills refers to the:
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knowledge consumers have about how to conduct online transactions
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All of the following are important clickstream behavior factors except:
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the number of advertisements viewed
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Approximately ________ in annual offline retail sales is influenced by online browsing.
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$1.2 trillion
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Which of the following types of online market segmentation and targeting involves using age, ethnicity, religion, etc.?
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demographic
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Which of the following types of online market segmentation and targeting involves using consumers' explicitly expressed interest to segment and target?
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search
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Which of the following types of online market segmentation and targeting involves tracking the actions users take on a Web site?
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behavioral
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Which of the following is not one of the main elements of a comprehensive multi-channel marketing plan?
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local marketing
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All of the following statements are true except:
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Relative dispersion of prices for online goods has decreased
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Which of the following statements about the Internet's impact on marketing is not true?
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The Internet has decreased the impact of brands
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Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?
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universal standards
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Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?
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information density
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The richness made possible by e-commerce technologies does which of the following?
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It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
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For a Web site that has 5 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.
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50 million
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All of the following statements about cookies are true except:
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The data typically stored in cookies includes a unique ID and e-mail address
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A Web beacon is:
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a tiny graphics file embedded in an e-mail or Web page.
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________ is an industry-standard database query and manipulation language.
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SQL
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All of the following are traditional online marketing tools except:
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social marketing
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Which of the following examples illustrates the "Long Tail" phenomenon?
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Over 50 percent of Netflix's 100,000 titles are rented at least once a day by someone.
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A ________ is a repository of customer information that records all of the contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.
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CRM system
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Netflix entered the market with a(n) ________ strategy.
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first mover
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Walmart used which of the following market entry strategies?
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brand extender
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The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.
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flash marketing
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Which of the following is not a kind of Twitter marketing product?
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Promoted shopping
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Which of the following is not a feature that is driving social e-commerce growth?
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personal intelligent agents
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Permission marketing:
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is a component of e-mail marketing.
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All of the following are attributes of personalized marketing except:
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use of mass media
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The Nike iD program is an example of which of the following marketing techniques?
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customer co-production
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The incremental cost of building the next unit of a good is called the:
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marginal cost
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Which of the following statements about a free pricing strategy is false?
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The free pricing strategy was born in the early days of the Web
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Creating multiple variations of information goods and selling these to different market segments at different prices is called:
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versioning
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All of the following are fixed price strategies except:
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yield management
