McqMate
Chapters
| 1. |
According to the EC consumer behavior model, personal characteristics and environmental characteristics are classified as: |
| A. | independent variables |
| B. | dependent variables |
| C. | intervening variables |
| D. | decision variables |
| Answer» B. dependent variables | |
| 2. |
The major environmental variables influencing EC purchasing are: |
| A. | Price, brand, frequency of purchase, and tangibility. |
| B. | Social, cultural, community, regulatory, political, and legal. |
| C. | Age, gender, ethnicity, education, and lifestyle. |
| D. | Price, social, cultural, ethnicity, and lifestyle. |
| Answer» A. Price, brand, frequency of purchase, and tangibility. | |
| 3. |
Pricing, technical support, and logistics support are several of the _______________ that can be controlled by EC vendors and sellers |
| A. | independent variables |
| B. | dependent variables |
| C. | intervening variables |
| D. | decision variables |
| Answer» B. dependent variables | |
| 4. |
Because online buyer’s decisions depend on numerous independent and intervening variables, decisions made by customers are classified as: |
| A. | independent variables |
| B. | dependent variables |
| C. | intervening variables |
| D. | decision variables |
| Answer» D. decision variables | |
| 5. |
Banner advertising on Web sites helps trigger a realization that there is a gap between reality and a desired state, which occurs in the __________ stage of the EC purchase decision-making process. |
| A. | need identification |
| B. | information search |
| C. | evaluation, negotiation, and selection |
| D. | purchase, payment, and deli |
| Answer» B. information search | |
| 6. |
Marketing and advertising aplproaches has evolved from mass marketing to market segmentation to one-to-one marketing. This evolution occurred because: |
| A. | The marketing focus shifted from customers to products. |
| B. | The internet enabled companies to better communicate with customers and understand their needs and buying habits. |
| C. | Companies sought to decrease the number of marketing campaigns. |
| D. | Concerns about privacy had diminished. |
| Answer» B. The internet enabled companies to better communicate with customers and understand their needs and buying habits. | |
| 7. |
The core of the “new marketing model” consists of: |
| A. | Four P’s—product, place, price, and promotion. |
| B. | Customer profiles. |
| C. | Online marketing channels. |
| D. | Customer relationships. |
| Answer» D. Customer relationships. | |
| 8. |
Personalization and user profiling strategies include each of the following EXCEPT: |
| A. | Segmenting the market based on demographics. |
| B. | Using questionnaires to collect information directly from the user. |
| C. | Placing cookies on a user’s hard drive to collect information with or without the user’s knowledge. |
| D. | Building from previous purchases or purchase patterns. |
| Answer» B. Using questionnaires to collect information directly from the user. | |
| 9. |
The two key factors limiting the use of personalization to more precisely target marketing efforts to individual customers are: |
| A. | Matching profiles with product offerings and delivering those offerings. |
| B. | Communication costs and filtering costs. |
| C. | Privacy and trust issues. |
| D. | Lack of customer loyalty and service customization costs. |
| Answer» B. Communication costs and filtering costs. | |
| 10. |
Issues related to trust in EC include all of the following EXCEPT: |
| A. | As a result of trust-transference programs through portal affiliation, seal of approval programs, online shopping communities, and customer endorsements, customers are fully confident in online purchasing transactions. |
| B. | When parties trust each other, they have confidence that transaction partners will keep their promises. However, both parties in the transaction assume some risk. |
| C. | Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra |
| D. | . |
| Answer» C. Trust is particularly important in global EC transactions due to the difficulty of taking legal action in cases of a dispute or fra | |
| 11. |
Procter & Gamble (P&G) used the Internet in the new product development of Whitestrips, a teeth-brightening product. Based on this experience, P&G: |
| A. | Decided to add Internet research to its traditional marketing test model. |
| B. | Could not determine the target market segments for the Whitestrips. |
| C. | Learned that the cost of online surveys were about the same as similarly sized telephone surveys, but online surveys expedited research considerably, |
| D. | Reduced the time-to-market from concept to market launch by approximately two years. |
| Answer» A. Decided to add Internet research to its traditional marketing test model. | |
| 12. |
All of the following are correct about market research methods EXCEPT: |
| A. | It is important first to understand how groups of consumers are classified or segmented. |
| B. | Markets can be segmented to increase the percentage of responses and to formulate effective marketing strategies that appeal to specific consumer groups. |
| C. | Direct mail marketing methods are usually cost-effective. |
| D. | Market segmentation is done with the aid of tools such as data modeling and data warehousing. |
| Answer» D. Market segmentation is done with the aid of tools such as data modeling and data warehousing. | |
| 13. |
Social class, lifestyle, personality, and activities are descriptors used in ___________ market segmentation. |
| A. | Geographic |
| B. | Demographic |
| C. | Psychographic |
| D. | Cognitive, affective, behavioral |
| Answer» D. Cognitive, affective, behavioral | |
| 14. |
According to Inmon, B2C clickstream data can reveal information each of the following EXCEPT: |
| A. | What goods the customer wanted to but could not find. |
| B. | What goods the customer examined but did not purchase. |
| C. | Which ads and promotions were effective and which were not. |
| D. | Whether there are too many products for the customer to wade through. |
| Answer» B. What goods the customer examined but did not purchase. | |
| 15. |
Web analytics and mining tools and services: |
| A. | Simply report which pages were clicked and how long a visitor stayed there. |
| B. | Offer advanced functions that help marketers decide which products to promote, and merchandisers achieve a better understanding of the nature of demand. |
| C. | Are used to redesign web sites quickly and on the fly. |
| D. | Provide most companies with knowledge about how to use clickstream data effectively. |
| Answer» A. Simply report which pages were clicked and how long a visitor stayed there. | |
| 16. |
Once a company knows a consumer’s preferences, the company can predict, without asking the consumer directly, what other products or services that consumer might enjoy through ___________. |
| A. | Active web bugs |
| B. | Spyware |
| C. | Collaborative filtering |
| D. | Personalization |
| Answer» A. Active web bugs | |
| 17. |
Internal records are an important source of information. Which of the following are not deemed as internal records? |
| A. | Marketing and sales records. |
| B. | Competitor information. |
| C. | Accounting records. |
| D. | Customer service records. |
| Answer» B. Competitor information. | |
| 18. |
Dunn and Bradstreet is the world's largest research organization that specializes in information management and marketing intelligence. Which is one of its largest subsidiaries that are focused upon the retail industry? |
| A. | Nielsen. |
| B. | Info Act Workstation. |
| C. | Homescan. |
| D. | Key Account Scantrack. |
| Answer» A. Nielsen. | |
| 19. |
There are various types of research designed to obtain different types of information. What type of research is used to define problems and suggest hypotheses? |
| A. | Secondary research. |
| B. | Descriptive research. |
| C. | Primary research. |
| D. | Causal research. |
| Answer» B. Descriptive research. | |
| 20. |
Which of the following is not a defined use of marketing research? |
| A. | To identify and define marketing opportunities and problems. |
| B. | To improve understanding of the marketing process. |
| C. | To generate, refine and evaluate marketing actions. |
| D. | To justify previous marketing decisions. |
| Answer» D. To justify previous marketing decisions. | |
| 21. |
Which of the following is not a sales forecasting method? |
| A. | Leading indicators. |
| B. | Binomial regression. |
| C. | Time lag analysis. |
| D. | Time series analysis. |
| Answer» B. Binomial regression. | |
| 22. |
What type of research would be appropriate in the following situation? Nestlé wants to investigate the impact of children on their parents' decisions to buy breakfast foods. |
| A. | Focus groups. |
| B. | Qualitative research. |
| C. | Secondary research. |
| D. | Quantitative research. |
| Answer» B. Qualitative research. | |
| 23. |
What type of research would be appropriate in the following situation? A college or university bookshop wants to get some insights into how students feel about the shop's merchandise, prices and service. |
| A. | Qualitative research. |
| B. | Mixed methodology. |
| C. | Quantitative research. |
| D. | Focus groups. |
| Answer» D. Focus groups. | |
| 24. |
What type of research would be appropriate in the following situation? L'Oreal wants to determine whether a new line of deodorants for teenagers will be profitable |
| A. | Quantitative research. |
| B. | Mixed methodology. |
| C. | Focus groups. |
| D. | Primary research. |
| Answer» B. Mixed methodology. | |
| 25. |
Why is market research an essential tool for the marketing manager? |
| A. | Monitor changing needs and attitudes, etc. |
| B. | Develop more appropriate marketing mixes. |
| C. | Monitor progress and diagnose the root causes of marketing problems. |
| D. | Define and locate market segments. |
| Answer» D. Define and locate market segments. | |
| 26. |
__________________________ require either major change in an area of behavior that is relatively unimportant to the individual or a minor change in an area of behavior that is very important to the user. |
| A. | Technologically continuous innovations |
| B. | Dynamically continuous innovations |
| C. | Differentiated continuous innovations |
| D. | Subordinate influenced continuous innovations |
| Answer» B. Dynamically continuous innovations | |
| 27. |
Probably the most important factor to the success of an innovation is its perceived _____________________, that is, the extent to which it is viewed as providing clear benefits for the target market that are superior to those offered by competitive market offering. |
| A. | Continuous Advantage |
| B. | Pro-Bias Advantage |
| C. | Competitive Advantage |
| D. | Relative Advantage |
| Answer» D. Relative Advantage | |
| 28. |
Being the first firm to market a product successfully in an emerging market often leads to what is called the _____________________. |
| A. | Relative Advantage |
| B. | Pioneering Advantage |
| C. | Comparative Advantage |
| D. | Success Advantage |
| Answer» B. Pioneering Advantage | |
| 29. |
The __________________ of an innovation refers to the extent to which the innovation is consistent with present needs, motives, values, beliefs, and behaviors. |
| A. | Complexity |
| B. | Adoption Process |
| C. | Consumption Paradigms |
| D. | Compatibility |
| Answer» D. Compatibility | |
| 30. |
_______________________ or consumers' ability to try out an innovation without incurring risk to valued resources (financial, esteem, status, time, information), is another factor critical to successful diffusion of innovations. |
| A. | Trialability |
| B. | Observability |
| C. | Complexity |
| D. | Plausibility |
| Answer» A. Trialability | |
| 31. |
The ________________ refers to the spread of an innovation from its creative source across space and time. |
| A. | Flow Process |
| B. | Diffusion Process |
| C. | Distribution Process |
| D. | Channeling Process |
| Answer» B. Diffusion Process | |
| 32. |
By ___________________, we mean a preference for existing, familiar products, and behaviors over novel ones. |
| A. | Continuous Innovations |
| B. | Discontinuance |
| C. | Innovation Resistance |
| D. | Discontinuous Innovations |
| Answer» C. Innovation Resistance | |
| 33. |
The notion of _________________________ reflects the human desire for balance, order, and consistency between beliefs and behaviors. |
| A. | Social Equilibrium |
| B. | Pro-Innovation Bias |
| C. | Neighborhood Effect |
| D. | Psychological Equilibrium |
| Answer» D. Psychological Equilibrium | |
| 34. |
By ______________________ we mean we mean that the consumer stops purchasing or using the product. |
| A. | Bandwagon Effects |
| B. | Consumption Paradigms |
| C. | Multi-Step Media Flow |
| D. | Discontinuance |
| Answer» D. Discontinuance | |
| 35. |
In 'stages of adoption process', stage in which customer considers whether to try product or not to is classified as |
| A. | Awareness Stage |
| B. | Interest Stage |
| C. | Evaluation And Trial Stage |
| D. | Adoption |
| Answer» C. Evaluation And Trial Stage | |
| 36. |
stages in adoption process' involves |
| A. | Awareness |
| B. | Interest |
| C. | Evaluation And Trial |
| D. | All Of Above |
| Answer» D. All Of Above | |
| 37. |
According to brand personality traits, 'excitement' is concluded as brand being |
| A. | Outdoorsy And Tough |
| B. | Daring And Imaginative |
| C. | Cheerful And Wholesome |
| D. | Charming And Upper Class |
| Answer» B. Daring And Imaginative | |
| 38. |
Highly involved consumer buying behavior while perceiving significant differences between brands is called |
| A. | Complex Buoying Behavior |
| B. | Variety Seeking Buying Behavior |
| C. | Dissonance Reducing Buying Behavior |
| D. | Habitual Buying Behavior |
| Answer» A. Complex Buoying Behavior | |
| 39. |
Procedure in marketing which consists of enlisting opinion leaders as "brand ambassadors" is called |
| A. | Leading Marketing |
| B. | Buzz Marketing |
| C. | Online Marketing |
| D. | None Of Above |
| Answer» B. Buzz Marketing | |
| 40. |
If customer 's expectations and products performance matches, customer is |
| A. | Satisfied |
| B. | Dissatisfied |
| C. | Delighted |
| D. | None Of Above |
| Answer» A. Satisfied | |
| 41. |
In buyer decision process, stage in which purchase intention is transformed in to purchase decision is called |
| A. | Need Recognition |
| B. | Information Search |
| C. | Purchase Decision |
| D. | Both B And C |
| Answer» C. Purchase Decision | |
| 42. |
'Maslow's hierarchy of needs' includes |
| A. | Physiological Needs |
| B. | Self Actualization Needs |
| C. | Esteem Needs |
| D. | All Of Above |
| Answer» D. All Of Above | |
| 43. |
Tendency of difficult understanding related to use of market offering is called |
| A. | Relative Advantage |
| B. | Complexity |
| C. | Communicability |
| D. | Compatibility |
| Answer» B. Complexity | |
| 44. |
Adopter group who is suspicious of change is classified as |
| A. | Late Majority |
| B. | Early Majority |
| C. | Laggard |
| D. | Early Adopter |
| Answer» C. Laggard | |
| 45. |
Which of these is considered to be a better indicator of likely buyer behaviour? |
| A. | Personality |
| B. | Attitude |
| C. | Intention To Act |
| D. | none of the above |
| Answer» C. Intention To Act | |
| 46. |
Which of these is not a method of changing attitudes? |
| A. | Change The Priority Of Attributes |
| B. | Change The Media |
| C. | Introduce A New Attribute |
| D. | Change Brand Associations |
| Answer» B. Change The Media | |
| 47. |
How many stages are there in the general purchase decision process? |
| A. | Seven |
| B. | Three |
| C. | Nine |
| D. | Five |
| Answer» D. Five | |
| 48. |
In a marketing context, the term ‘evoked set’ means: |
| A. | A Small Group Of Preferred Brands |
| B. | Memories Of Past Purchases |
| C. | Special Purchases |
| D. | All Purchase Decisions |
| Answer» A. A Small Group Of Preferred Brands | |
| 49. |
Hedonic consumption is about: |
| A. | Hair Care Products |
| B. | Emotional Impact Of Purchases |
| C. | Fantastic Images |
| D. | Hysterical Imagery |
| Answer» B. Emotional Impact Of Purchases | |
| 50. |
Which one of the following does NOT reflect the correct use of the term ‘tribe’ when used to describe communities characterized by people who share: |
| A. | Lifestyles |
| B. | Fantasies |
| C. | Experiences |
| D. | Emotions |
| Answer» B. Fantasies | |
| 51. |
Behavioural economics is a rejection of which classical theory? |
| A. | Economics |
| B. | Psychology |
| C. | Consumption |
| D. | Sociology |
| Answer» C. Consumption | |
| 52. |
In order to change existing behaviours, people need to be presented with a choice that makes decision making feel: |
| A. | Effortless |
| B. | Spontaneous |
| C. | Involving |
| D. | Considered |
| Answer» D. Considered | |
| 53. |
The ultimate goal of marketing is to: |
| A. | Facilitate Consumer Experimentation |
| B. | Satisfy Consumer Needs For Information |
| C. | Raise Consumer Awareness |
| D. | Ensure Long-Run Consumer Behaviour |
| Answer» D. Ensure Long-Run Consumer Behaviour | |
| 54. |
Long-run consumer behaviour in the context of both low and high involvement decision making is positively influenced by: |
| A. | Image |
| B. | Quality |
| C. | Price |
| D. | Information |
| Answer» B. Quality | |
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