Question1) Paws ‘n Tails is an online pet shop that wants to influenc

1) Paws ‘n Tails is an online pet shop that wants to influence what customers buy and build
effective customer relationships and loyalty. What is the key to influencing behavior and building
these relationships?
a. Understanding consumer online behavior and then influencing it through advertising and
promotions
b. Understanding competitors’ pricing strategy and then undercutting it
c. Identifying the wants and needs of major customer segments
d. Suggesting as many products as possible to online shoppers as soon as they visit the EC
site
2) A(n) _____________ is someone whose advice or view carries some weight in making a final
purchasing decision.
a. initiator
b. influencer
c. decider
d. buyer
3) The use of cookies ______________.
a. is one of the most controversial issues in EC
b. has not helped Internet marketers target their ads
c. is a widely used method for mass marketing
d. is being replaced by adware and spyware programs
4) 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
5) Which of the following is not a specific method for collecting online data?
a. Phone surveys to learn if there are too many products for the customer to look through
b. E-mail communication with individual customers
c. Moderated focus groups conducted in chat rooms
d. Tracking customers’ movements on the Web
Unit 2 Examination
77
BAM 570 E-Commerce Management
6) 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
7) Which of the following statements about Web mining is false?
a. Web mining refers to the use of data mining techniques for discovering and extracting
information from Web documents.
b. Web mining explores both Web content and Web usage.
c. Web mining uses customer data to infer or predict customer interest in other products or
services.
d. Usage analysis is derived from clickstream data.
8) ____________ is an advertising network that a B2B company can use as part of its advertising
strategy to reach new customers.
a. Amazon.com
b. BBB Online
c. DoubleClick
d. WebMonkey
9) The popularity of Apple’s iPhone and Application Store has made _____________ important to
advertisers, who see social networking widgets, restaurant locators, mobile games, and other
applications as prime targets.
a. stickiness
b. direct marketing
c. mobile advertising
d. banner ads
10) Banner advertising on Websites 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 or recognition
b. information search
c. evaluation
d. product or merchant brokering
Unit 2 Examination

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