电子商务导论英文版2版PPT、教师手册、试题库turban_iec3_tif__3.pdf
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1、 1 Introduction to Electronic Commerce,3e(Turban)Chapter 4 Online Consumer Behavior,Market Research,and Advertisement 4.1 True/False 1)Netflix implemented intelligent agents in its movie recommendation service called CineMatch to help customers select movies they would like to watch and to better ma
2、nage its inventory.Answer:TRUE Diff:3 Page Ref:131-132 2)Finding and retaining customers is a major critical success factor for most offline and online businesses.Answer:TRUE Diff:1 Page Ref:132 3)One of the keys to building effective customer relationships is an understanding of intelligent agents.
3、Answer:FALSE Diff:2 Page Ref:132 4)When Chaplins auto lease is about to expire,he decides it is time to buy a new car.This imbalance between a desired state and an actual state is called need identification.Answer:TRUE Diff:3 Page Ref:132 5)When making a purchasing decision,deciding what product to
4、buy is referred to as product brokering.Answer:TRUE Diff:2 Page Ref:133 6)When making a purchasing decision,deciding from whom to buy the product is referred to as merchant brokering.Answer:TRUE Diff:2 Page Ref:133 7)In the consumer decision-making process,the buyer is the person who ultimately make
5、s the buying decision.Answer:FALSE Diff:3 Page Ref:133 8)In the purchase decision-making process,blogs and search engines support the evaluation,negotiation,and selection step.Answer:FALSE Diff:3 Page Ref:134 2 9)The first step in the purchase decision-making process is product evaluation and compar
6、ison.Answer:FALSE Diff:1 Page Ref:134 10)Virtual catalogs and links to external sources support the information search step in the purchase decision-making process.Answer:TRUE Diff:2 Page Ref:134 11)Mass marketing treats each customer in a unique way such as fitting advertising with the customers pr
7、ofile and needs.Answer:FALSE Diff:1 Page Ref:134 12)Personalization matches services,products,and advertising content with large groups of customer segments.Answer:FALSE Diff:2 Page Ref:135 13)A user profile defines customer preferences,behaviors,and demographics and can be generated by observing wh
8、at the user does online.Answer:TRUE Diff:3 Page Ref:135 14)Behavioral targeting uses information collected on an individuals actual Internet purchases to select which advertisements to display to that individual.Answer:FALSE Diff:3 Page Ref:135 15)A cookie is a data file that is placed on a users ha
9、rd drive by a remote Web server only when the user gives full consent to collect information about the users activities at a site.Answer:FALSE Diff:1 Page Ref:135 16)Customer loyalty is a deep commitment to rebuy or repatronize a preferred product or service consistently in the future,thereby causin
10、g repetitive same-brand purchasing.Answer:TRUE Diff:2 Page Ref:136 17)Universal services increase customer loyalty through personalization.Answer:FALSE Diff:1 Page Ref:136 18)Customer loyalty leads to enhanced resistance to competitors,a decrease in price sensitivity,and an increase in favorable wor
11、d-of-mouth.Answer:TRUE Diff:2 Page Ref:136 3 19)Attracting and retaining loyal customers is the most important issue for e-tailers because customer loyalty can lower marketing and advertising costs,transaction costs,customer turnover expenses,and failure costs such as warranty claims.Answer:TRUE Dif
12、f:3 Page Ref:136 20)E-loyalty is customer loyalty to an e-tailer or loyalty programs delivered online or supported electronically.Answer:TRUE Diff:1 Page Ref:137 21)The aim of market research is to discover marketing opportunities and issues,to establish marketing and advertising plans,to better und
13、erstand the purchasing process,and to evaluate marketing performance.Answer:TRUE Diff:3 Page Ref:138 22)Spyware is tiny graphics files embedded in e-mail messages and in Web sites that transmit information about users and their movements to a Web server.Answer:FALSE Diff:1 Page Ref:142 23)One proble
14、m with Web analytics,Web mining,and clickstream data is that we observe and follow a computer,not knowing who is actually moving the mouse.Answer:TRUE Diff:2 Page Ref:144 24)Ad spawning refers to ads that appear in separate windows before,after,or during Internet surfing or when reading e-mail.Answe
15、r:TRUE Diff:2 Page Ref:149 25)Search engine tuning increases site rank on search engines.Answer:FALSE Diff:1 Page Ref:151 4 4.2 Multiple Choice 1)A _ is someone whose advice or view carries some weight in making a final purchasing decision.A)initiator B)influencer C)decider D)buyer Answer:B Diff:1 P
16、age Ref:133 2)In the consumer decision process,which of the following roles ultimately makes the buying decision or any part of it?A)buyer B)initiator C)influencer D)decider Answer:D Diff:1 Page Ref:133 3)Which of the following CDSS support facilities supports information searching?A)agents and even
17、t notification B)virtual catalogs C)blogs D)customer testimonials Answer:B Diff:3 Page Ref:134 4)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 identific
18、ation B)information search C)evaluation D)product brokering Answer:A Diff:2 Page Ref:134 5)EC businesses generate user profiles in each of the following ways except by A)asking users to fill in a questionnaire.B)using cookies,spyware,or Web bugs to observe what people are doing online.C)using custom
19、er segmentation to identify customers preferences.D)basing them on what customers have purchased online before.Answer:C Diff:2 Page Ref:135 5 6)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 m
20、arketing.D)is being replaced by adware and spyware programs.Answer:A Diff:2 Page Ref:135 7)Key factors limiting the use of personalization include A)matching profiles with product offerings and delivering those offerings.B)communication costs and filtering costs.C)privacy and trust issues.D)lack of
21、customer loyalty and service customization costs.Answer:C Diff:3 Page Ref:135 8)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
22、 a drop in a products price.D)all of the above.Answer:D Diff:1 Page Ref:135 9)By increasing customer loyalty,EC companies achieve each of the following benefits except A)lower marketing and advertising costs.B)lower click through rates.C)lower transaction costs.D)lower customer turnover expenses.Ans
23、wer:B Diff:3 Page Ref:136 10)Using cookies to sell under the guise of research is called A)market segmentation.B)one-on-one marketing.C)e-sugging.D)electronic research.Answer:C Diff:3 Page Ref:136 6 11)The introduction of EC has A)decreased customer loyalty because customers can more easily shop,com
24、pare,and switch to different vendors.B)increased customer loyalty because customers do not have time to shop around.C)increased the cost of acquiring and retaining customers.D)decreased advertising and promotion costs.Answer:A Diff:3 Page Ref:136 12)The psychological status of willingness to depend
25、on another person or organization best defines A)e-shopping.B)trust.C)satisfaction.D)e-sugging.Answer:B Diff:1 Page Ref:138 13)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
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