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Briefly discuss three major one-to-one online data collection approaches.

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Direct solicitation, customer observatio...

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Personalization matches services, products, and advertising content with large groups of customer segments.

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When making a purchasing decision, deciding from whom to buy the product is referred to as merchant brokering.

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Which of the following CDSS support facilities supports information searching?


A) agents and event notification
B) virtual catalogs
C) blogs
D) customer testimonials

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Virtual catalogs and links to external sources support the information search step in the purchase decision-making process.

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Finding information and knowledge that describe the relationships among consumers, products, marketing methods, and marketers is the goal of


A) market segmentation.
B) e-tailing.
C) market research.
D) collaborative filtering.

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________ is a free Internet news service that broadcasts personalized news and information, including seminars, in categories selected by the user.

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Banner ads that appear when a predetermined word is queried from a search engine are


A) personalized banners.
B) random banners.
C) keyword banners.
D) stylized banners.

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C

Search engine tuning increases site rank on search engines.

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Customer movements on the Internet best describes


A) Internet traffic.
B) clickstream behavior.
C) transaction tracking.
D) hits.

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List and briefly discuss the five major roles that people play in the decision-making process.

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The major roles are initiator, influencer, decider, buyer, and user. The initiator is the person who first suggests or thinks of the idea of buying a particular product or service. The influencer is the person whose advice or view carries some weight in making a final purchasing decision. The decider is the person who ultimately makes a buying decision or part of it, such as whether to buy, what to buy, how to buy, or where to buy. The buyer is the person who makes the actual purchase. The user is the person who consumes or uses the product or service.

________ is a way of measuring what viewers do when they watch an online video.

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When making a purchasing decision, deciding what product to buy is referred to as product brokering.

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True

Ad spawning refers to ads that appear in separate windows before, after, or during Internet surfing or when reading e-mail.

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To avoid obtaining inaccurate information from online survey participants, marketers learn about customers by observing their behavior using each of the following except


A) transaction logs that record user activities at a company's Web site.
B) cookies that allow a Web site to store data on the user's PC.
C) spyware that gathers user information through an Internet connection without the user's knowledge.
D) data mining to analyze clickstream data.

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The aim of market research is to discover marketing opportunities and issues, to establish marketing and advertising plans, to better understand the purchasing process, and to evaluate marketing performance.

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Examples of personalization include


A) notifying a customer when an auction comes to a close.
B) allowing a user to personalize Web site attributes.
C) sending an instant alert to customers' mobile devices, notifying them about a drop in a product's price.
D) all of the above.

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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 was 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.

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Which of the following major factors is the most important predictor of online buying behavior?


A) product information requested
B) number of related e-mails
C) number of orders made
D) gender

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Universal services increase customer loyalty through personalization.

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