Marketing 300 Concept Checks, Assignments, and Video Quizzes Chapter 8, Chapter 10

Online marketplaces where buyers and sellers can exchange information, goods, services, ideas, and payments are best described as __________________. a. B2B e-commerce sites. b. B2C e-commerce sites. c. corporate websites. d. buying centers. e. online auction sites.

B2C e-commerce sites.

Which of the following markets may have complex buying procedures due in part to their public accountability?

Government Markets

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases inefficiencies throughout the marketing channel. b. It reduces inefficiencies throughout the marketing channel. c. It reduces redundancies throughout the marketing channel. d. It reduces costs throughout the marketing channel. e. It increases speed throughout the marketing channel.

It increases inefficiencies throughout the marketing channel.

Which of the following is NOT one of the ways that business transactions differ from consumer transactions? a. Orders by business customers tend to be much larger than individual consumer sales. b. Purchasing decisions are often made by a committee. c. Orders are frequently small and inexpensive. d. Discussions and negotiations associated with business purchases can require considerable marketing time and selling effort. e. Suppliers of large, expensive, or complex goods often must sell products in large quantities to make profits.

Orders are frequently small and inexpensive.

Gorton's buys large amounts of fish to use in its frozen dinners and dinner components. Gorton's belongs in which of the following markets?

Producer Market

Which of the following markets includes wholesalers or retailers?

Reseller Markets

According to Rob Siefker, the CEO of Zappos, Tony Hsieh, does not like the term social media. Tony tried to ensure that the employees at Zappos don't use the term, but the term is ubiquitous. Which of the following statements is true of social media? a. Social media is exclusively used for electronic marketing. b. Social media is more consumer-driven than traditional media. c. Yahoo! is the most popular social media site in the world. d. Social media lacks feedback mechanisms.

Social media is more consumer-driven than traditional media.

Zappos uses social networking sites such as Twitter to connect to its customers on a more personal level. Which of the following statements is true of social networking sites? a. Social networking sites offer ways for marketers to promote their companies. b. Social networking sites are solely used by companies to connect to their customers. c. Social networking sites are also known as web-based journals. d. Social networking sites mostly offer paid membership.

Social networking sites offer ways for marketers to promote their companies.

Which of the following is NOT a way that consumers rationalize pirating software, games, and movies online? a. They think they are smarter than others. b. They worry about getting arrested. c. They feel they just do not have the money to pay for what they want. d. They are excited by the thrill of getting away with it and the slim risk of consequences. e. They are influenced by friends and family who engage in piracy and swap digital content.

They worry about getting arrested

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and order status. This is best described as a(n) ___________. a. social media b. app c. widget d. website e. podcast

app

When large corporations like McDonald's evaluate digital payment systems for potential use and purchase, the buying decision process will usually be made by _____. a. buying centers b. users c. influencers d. gatekeepers e. deciders

buying centers

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) ______________. a. consumers' preference for smartphones and apps b. consumers' tendencies to trust other consumers over corporations c. consumers' preference for less technology d. consumers' tendencies to trust the government over consumers and corporations e. consumers' tendencies to trust other corporations over consumers

consumers tendencies to trust other consumers over corporations

Anh regularly updates her Facebook page and posts status updates on Instagram and Twitter. She is best described as a(n) ____ with regard to the Social Technographics profiles. a. joiner b. critic c. creator d. inactive e. conversationalist

conversationalist

Which of the following Social Technographics segment is increasingly important to online marketers as a conduit for addressing consumers directly? a. critics b. spectators c. creators d. collectors e. joiners

creators

Commodities and raw materials are typically purchased using which method of business buying? a. description b. sampling c. reciprocity d. negotiation e. inspection

description

Retailers that choose to adopt Apple Pay's digital payment service are likely to use which of the following methods of business buying? a. negotiation b. inspection c. straight rebuy d. sampling e. description

description

ACME Corp. is using all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as ______________. a. digital marketing b. mobile marketing c. social networking d. digital retailing e. electronic marketing

digital marketing

Zappos uses social media as a communications tool in such a way that it is available to people wherever they are. This is an example of _____. a. evangelism marketing b. affiliate marketing c. megamarketing d. digital marketing

digital marketing

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. social networking b. digital marketing c. digital retailing d. electronic marketing e. mobile marketing

electronic marketing

Zappos has no rules for employees regarding tweeting. Instead of creating policies, it relies on core values. Twitter as a social media platform can be used to _____. a. store confidential information b. edit contents of other websites c. enable free download of software d. enhance customer service

enhance customer service

One important reason for Zappos being successful at its digital marketing efforts is that the company has _____. a. used the advertising platforms of its advertising partners to promote its products b. tried to collect personal information of customers and has based its marketing activities on the information obtained c. solely used social networking sites to promote its products d. forged a real connection with its customers by having strong interactions with them

forged a real connection with its customers by having strong interactions with them

Zappos has a Facebook page where people can interact. The company's customer loyalty team monitors the Facebook page for service as well as fun interactions. Organizations use Facebook primarily to _____. a. store confidential information b. give special incentives to customers c. edit the content of other websites d. offer free download of software to users

give special incentives to customers

Check My Work A price increase or decrease does not significantly alter demand for a product with ____________. a. inelastic demand. b. joint demand. c. derived demand. d. reciprocity. e. elastic demand.

inelastic demand

When a customer complains on Twitter that he has not received his Zappos package on time, Zappos' customer loyalty team responds to the tweet, interacts with the customer, and resolves the situation. The customer loyalty team's behavior exhibits the _____ characteristic of online media. a. interactivity b. accessibility c. control d. addressability

interactivity

ACME Corp. has ordered widgets from Wiley Widgets several times before, but now it would like Wiley Widgets to offer a lower per-unit price in exchange for a larger order. ACME is using which of the following types of business purchases? a. modified rebuy purchase b. straight rebuy purchase c. new-rebuy purchase d. new-task purchase e. modified-task purchase

modified rebuy purchase

When a retailer initially chooses to make Apple Pay available for its customers, it will use which of the following types of business purchases? a. sampling b. new-task purchase c. modified rebuy purchase d. inspection e. straight rebuy purchase

new-task purchase

Any attempt to conduct dishonest activities online would be described as ______________. a. credit card fraud b. piracy c. online fraud d. transparency e. identity theft

online fraud

One of the most significant privacy issues relates to marketers' use of _____________. a. customer loyalty programs b. intellectual property c. stolen credit card numbers d. competitors' information e. personal information

personal information

The "bricks-and-clicks" model involves maintaining _____________. a. physical stores only b. physical stores and an online shopping site c. social network pages and blogs d. apps and blogs e. online shopping sites only

physical stores and an online shopping site

To estimate the purchase potential of business customers, a marketer must find a relationship between a variable available in industrial classification data, such as number of employees, and the size of ____________________.

potential customers' purchases.

The Internet is viewed as a ____ medium because users determine which material they are going to view. a. passive b. open c. push d. close e. pull

pull

Zappos has a Facebook page through which the company interacts with its customers and tries to engage them in conversation. The company uses social media to create a real connection with customers and describes itself as a human company. This exemplifies how social networking sites are useful for _____. a. market segmentation b. visual merchandising c. direct selling d. relationship marketing

relationship marketing

Apple Pay is marketed at both consumers and retailers who choose to accept it for payment. Retailers represent which type of business market? a. government markets b. consumer markets c. reseller markets d. producer markets e. institutional markets

reseller markets

When a business buyer invites vendors to bid to supply a specified good or service in competition with each other, with the lowest bidder winning the right to sell to the buyer, this is best described as a. reverse auction. b. B2B exchange c. online auction. d. B2B e-commerce site. e. buying center.

reverse auction

Online marketing efforts make the buying process far more efficient because it ________ and _______. a. removes emotion, reduces costs b. saves time; reduces costs c. takes more time; reduces costs d. saves time; is more professional e. saves time; increases costs

saves time; reduces costs

The group of people within an organization who make business buying decisions are best described as ______________. a. the purchasing unit. b. influencers. c. gatekeepers. d. the buying center. e. vendors.

the buying center

Purchasing agents at ACME Corp. are looking in company files and trade directories, contacting suppliers for information, soliciting proposals from known vendors, and examining various online and print publications. They are in which of the following stages of the buying decision process? a. evaluating the supplier's and product's performance by comparing it with specifications b. recognizing the problem c. developing product specifications d. searching for and evaluating potential products and suppliers e. selecting the product to be purchased and the supplier

searching for and evaluating potential products and suppliers

One of the most important benefits of e-marketing is the ability of marketers and customers to __________. a. share information b. reduce costs c. use apps d. use social media e. save money

share information

The North American Industry Classification System is a(n) ________________.

single industry classification system used by the United States, Canada, and Mexico to generate comparable statistics.

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. mobile marketing b. social network c. media-sharing site d. blog e. virtual gaming site

social network

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. to adopt an undifferentiated marketing strategy b. to treat it like a traditional marketing channel c. to treat it like a disruptive innovation d. to use all social networks regardless of target markets e. to fail to engage in social networks

to treat it like a traditional marketing channel

Examining quality, design, materials, and possibly item reduction or deletion to acquire the product in the most cost-effective way is best described as __________________. a. sole sourcing. b. specification analysis. c. value analysis. d. multiple sourcing. e. vendor analysis.

value analysis