Incorporate Electronic Marketing Tools

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1.       What major forces are driving business to incorporate electronic marketing tools into the operations?
A. Speed
B. Accessibility
C. Accuracy of information
D. All of the above

2.       The primary factor driving change in marketing today is:
A. the rapid change in computer hardware.
B. the increasing demand for segmentation by advertisers.
C. consumers' increasing demand for privacy.
D. the rapid change in computer software.

3.       Electronic marketing resources include:
A. personal selling.
B. direct mail.
C. telemarketing.
D. radio and TV advertising.

4.       Network-based resources include:
A. the Internet and WWW sites.
B. advertising agencies.
C. hardware and software manufacturers.
D. sales and marketing consultants.

5.       With electronic marketing resources, marketers:
A. are forced to justify higher costs to customers.
B. must use expensive sales promotions tactics.
C. can bring value-added services to each customer.
D. have an easier job of selling their products or services.

6.       The ratio of business-to-business purchases over the Internet as compared to consumer purchases is:
A. 50 : 50.
B. 85 : 15.
C. 40 : 60.
D. 30:70.

7.       Computer networks which provide services within an organization but are not necessarily connected to the Internet are called:
A. non-Internet networks.
B. extranets.
C. intranets.
D. asynchronous nets.

8.       Telecommuting:
A. is a work arrangement that is not favored by employers.
B. allows employees to work when and where they want at their discretion.
C. allows people to work remotely, away from the central office.
D. is on the decline among employees.

9.       Online retailing:
A. uses the traditional marketing process to build sales.
B. is not an alternative to shopping in a mall.
C. is not being adopted because of security problems.
D. is an experimental concept still in the test stage.

10.   In store site selection, electronic resources can provide data on:
A. income, population profiles, and occupations.
B. household growth and traffic counts. Â
C. psychographic profiles.
D. All of the above

11.   The number of Internet users is:
A. unknown due to the wide variance of estimates.
B. 9.5 million.
C. 62 million.
D. 57 million.

12.   Various marketing processes, including those done in annual cycles, are also done in electronic marketing, but there is one unique feature that e-marketing resources add beyond traditional marketing. What is that factor?
A. That it costs more to do the same processes
B. The use of computer systems
C. Interactivity between the e-marketer and the consumer
D. A bigger sales staff

13.   The activity most frequently engaged in by businesses on the WWW is:
A. internal communications.
B. vendor support.
C. researching competitors.
D. gathering product information.

14.   The typical business model for start-up retail vendors on the Internet includes all of the following EXCEPT:
A. payment by credit card.
B. immediate delivery of the purchase.
C. relatively quick home delivery.
D. easily searchable catalogs of products.

15.   Demographic change is an important environmental variable. Which of the following is NOT a key demographic concern?
A. Composite age profiles
B. Lifestyle clusters
C. Occupational profiles
D. Income clusters

16.   Electronic commerce now comprises __________ of the total U.S. economy.
A. 40%
B. an elusive volume
C. 60%
D. nearly 100%

17.   A major benefit to conducting market research is that it permits more:
A. support for "what the boss likes."
B. subjectivity.
C. objectivity.
D. flexibility.

18.   Online marketers, besides using the Internet for selling or buying activities, can also use it for:
A. employee recruitment.
B. filing legal documents.
C. disseminating fragrance samples.
D. providing relocation information (homes, apartments, schools, etc.).

19.   The marketer must monitor and adapt to events taking place in the economic environment, such as:
A. monetary exchange rates.
B. trends in wages.
C. interest rate fluctuations.
D. All of the above

20.   Some consumers shop and buy on the Internet while other consumers prefer to shop and buy in regular, physical stores, causing which new category of consumers to emerge?
A. People who do not shop anywhere
B. People who shop only on the Internet
C. People who buy only in physical stores
D. People who shop on the Internet but buy using normal channels


    • 7 years ago
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