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| 1 | |
A manufacturer of diesel engines used in building construction equipment has developed a new engine that has much lower emissions than current engines powered by diesel fuel. To help ensure success of the new product, the engine manufacturer set up a(n) _____, which allowed its marketing, sales, and production teams to provide input into the design and development process. |
| | A) | internal browser |
| | B) | interconnect |
| | C) | intranet |
| | D) | Internet link |
| | E) | downloading conduit |
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| 2 | |
Visitors at www.arvinmeritor.com will find a history of the company, a description of its current business operations, information on its officers and directors as well as a diversity statement. In addition, visitors can link with suppliers of ArvinMeritor products. This website is an example of: |
| | A) | extranet downloading |
| | B) | intranet downloading |
| | C) | electronic information transfer |
| | D) | electronic data interchange |
| | E) | computerized interconnect |
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| 3 | |
Visitors to www.arvinmeritor.com can visit the company's media room where they will find copies of all of the company's recent press releases. To ask a question about any of the information in the press releases, visitors can contact Colleen Hanley, a public relations specialist employed by ArvinMeritor. This would be an example of a(n): |
| | A) | portal |
| | B) | browser |
| | C) | transactional link |
| | D) | interconnect |
| | E) | contact point |
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| 4 | |
Which of the following would be LEAST likely found at an e-information website? |
| | A) | a portal |
| | B) | attraction and entertainment features |
| | C) | financial performance and investor information |
| | D) | links |
| | E) | information for suppliers |
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| 5 | |
Some firms with e-formation websites have avoided moving to e-transactions sites because: |
| | A) | they want to continue marketing online |
| | B) | of the difficulty associated with determining a pricing strategy that works in all situations |
| | C) | the only thing that sells at websites is information |
| | D) | of the negative impact it can have on existing channel members |
| | E) | business-to-business markets are tradition bound and fear technological obsolescence |
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| 6 | |
How has the Internet impacted marketing? |
| | A) | The interactions with the online environment are controlled by the recipients. |
| | B) | Consumers can access more and better information. |
| | C) | Fixed prices are not the norm on the Internet. |
| | D) | When a manufacturer markets its products at its website, it results in the restructuring of distribution channels. |
| | E) | All of the above statements describe how the Internet has impacted marketing. |
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| 7 | |
One of the advantages of customization is the: |
| | A) | ability to use leader pricing on a regular basis |
| | B) | elimination of the investment in inventory |
| | C) | creation of supplier-specific interconnects |
| | D) | elimination of the new-product development process |
| | E) | creation of restructured distribution channels |
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| 8 | |
According to the text, one of the biggest advantages of conducting research over the Internet is: |
| | A) | the synergy gained from having so many respondents |
| | B) | the ability to create a valid and reliable sample for measurement |
| | C) | the speed with which it can be completed |
| | D) | the ability to conduct more international research |
| | E) | none of the above |
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| 9 | |
A manufacturer of fishing equipment wants to open a website, but it is concerned about alienating its resellers. What can the manufacturer do to avoid Internet-related channel conflict? |
| | A) | use the AIDA approach to selling on its website |
| | B) | target the same market segment as its resellers do |
| | C) | offer the same products online as its resellers offer |
| | D) | sell at prices lower than its resellers |
| | E) | do none of the above |
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| 10 | |
Which of the following Internet promotional techniques can be described as the most like mass marketing? |
| | A) | sponsorships |
| | B) | banner ads |
| | C) | targeted e-mail |
| | D) | affiliate promotion |
| | E) | portal arrangements |
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| 11 | |
The holding power of a website is measured in: |
| | A) | number of cookies |
| | B) | click rate |
| | C) | site appeal utilizations (SAUs) |
| | D) | terms of time spent per visit |
| | E) | terms of number of visits to a particular site |
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| 12 | |
The first time Cecelia visited the website of an advertising journal published in Canada, she had to register and provide information about her profession, her address, and what kind of information she hoped to find at the website. The next time she visited the site, she was welcomed by name and asked if she wanted to look up information on the same topics as she did on her last visit. Through the use of a(n) _____, the website retained information about what she did on her last visit. |
| | A) | banner file |
| | B) | vendor database |
| | C) | affiliated file |
| | D) | cookie |
| | E) | hot spot |
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| 13 | |
Which of the following statements about international markets for Internet marketers is true? |
| | A) | The only thing achieved by legislation is an increase in price. |
| | B) | The model for Web-based marketing was created in the United States. |
| | C) | Cultural barriers for the rapid expansion of the Internet do not exist. |
| | D) | Local content is not a reason used for selecting a portal. |
| | E) | The greatest advantage of Web-based marketing is the ability to use credit cards. |
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