Q&A Hero

Q: Organizational groupings in which a unit is responsible for specific product offerings are referred to as __________. a. functional groupings b. geographical groupings c. reseller-based groupings d. product line groupings e. market-based groupings

Q: People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold __________. a. staff positions b. line positions c. positions on the board of directors d. stakeholder positions e. program champion positions

Q: Those in staff positions have the authority and responsibility to advise people in line positions a. and can recommend salary and benefit adjustments for them. b. and serve the board of directors. c. and must clear all such communication with the human resources department. d. but cannot serve on team projects with them. e. but cannot issue direct orders to them.

Q: People in __________ positions have the authority and responsibility to issue orders to people who report to them. a. staff b. executive marketing officer c. line d. stakeholder e. program champion

Q: Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________. a. executive marketing officers b. staff positions c. stakeholders d. line positions e. program champions

Q: Line positions refer to a. managers who have the authority and responsibility to issue orders to people who report to them. b. people who have the authority and responsibility to advise people in staff positions but cannot issue direct orders to them. c. the senior executives responsible for a firm's marketing strategies and activities. d. members of the board of directors who are responsible for implementing the firm's marketing strategies and tactics. e. middle management with the responsibility of assuring that tasks are completed on time but who do not actually have the authority to issue orders.

Q: The most senior executive responsible for a firm's marketing activities is called the __________. a. brand manager b. product manager c. chief marketing officer d. director of sales e. marketing director

Q: The key to all scheduling techniques is to a. avoid scheduling tasks that can be done concurrently. b. avoid tasks that must be done sequentially. c. make sure to allow a 20 percent delay factor to account for contingencies. d. assign responsibility for end results to the entire group rather than a single individual. e. distinguish tasks that must be done sequentially from those which can be done concurrently.

Q: When participating in major projects in college marketing classes, effective teams can make use of a __________ to be sure that each team member does a fair amount of work and that their class projects are finished efficiently and on time. a. market-product grid b. project schedule c. Plan-A-Gram d. Gantt chart e. sales response function

Q: Figure 1. What is the name of the tool shown in Figure 1. above that is the basis for the scheduling techniques used today in marketing and production? a. a market-product grid b. a Gantt chart c. a project schedule d. a sales response function e. a Plan-A-Gram

Q: Figure 1. According to Figure 1. above, which student has the greatest number of assigned tasks? a. Student A b. Student B c. Student C d. Students A and B e. The students have the same number of tasks split between them.

Q: Figure 1. Which of the following tasks shown in Figure 1. above must be done sequentially? a. 1 and 2 b. 2 and 3 c. 3 and 4 d. 5 and 7 e. 6 and 7

Q: Developing a program schedule involves: (1) identifying the main tasks, (2) determining the time required to complete each task, (3) arranging the activities to meet the deadline, and (4) __________. a. selecting a product champion b. assigning people the responsibilities to complete each task c. defining specific market segments d. creating marketing metrics to evaluate the results e. scheduling a follow-up meeting to evaluate the results

Q: Action item lists are related to __________. a. product-market grids b. job analyses c. sales response functions d. value analyses e. formal program schedules

Q: An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) the person responsible for completing the task, (3) the date to finish the task, and (4) __________. a. the budget b. the points of difference c. what is to be delivered d. the promotional message e. the product or service

Q: An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) the person responsible for completing the task, (3) __________, and (4) what is to be delivered. a. the budget b. the points of difference c. the promotional message d. the date to finish the task e. the product or service

Q: An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task, (2) __________, (3) the date to finish the task, and (4) what is to be delivered. a. the budget b. the product or service c. the points of difference d. the promotional message e. the person responsible for completing the task

Q: An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) __________, (2) the person responsible for completing the task, (3) the date to finish the task, and (4) what is to be delivered. a. the task b. the budget c. the product or service d. the points of difference e. the promotional message

Q: An aid to implementing a marketing plan and consisting of four columns: (1) the task; (2) the person responsible for completing the task; (3) the date to finish the task; and (4) what is to be delivered is referred to as a(n) __________. a. output report b. Gantt chart c. market plan d. action item list e. marketing action memo

Q: An action item list refers to a. an aid to implement a marketing plan that consists of four columns. b. a tool that shows the relationships through time of the various program tasks. c. a graphical representation of a program schedule. d. a systematic method to itemize the "value" of products and services. e. an aid to implementing a business plan and consisting of five columns.

Q: Management experts warn against the tendency to excessively analyze a problem instead of taking action. This problem is referred to as __________. a. second-guessing b. paralysis by analysis c. better to ask for forgiveness than permission d. stay with the pack e. letting sleeping dogs lie

Q: Edwin H. Land, former CEO of Polaroid, took personal responsibility for technological innovation at Polaroid. On the other hand, Lewis Platt, CEO of Hewlett-Packard, believed senior management's role was to create an environment that encourages managers to take risks and create new growth opportunities. Which of the following statements describes the actions of these men? a. Both Land and Platt were program champions. b. Platt was a program champion and Land was not. c. Land was a program champion and Platt was not. d. Neither Platt nor Land was a program champion. e. Land believed in encouraging others to act as program champions and Platt did not.

Q: A program champion refers to a. a person who is able and willing to cut red tape and move the program forward. b. the person within an organization who is assigned the responsibility of taking a program from conception to deletion. c. a person in an organization who serves as the public representative or "face" for a new product. d. a public figurehead, usually a sports figure or celebrity, who serves as a company spokesperson for a new product. e. a single product within the product line that carries the other products in the line "on its back."

Q: A person who is able and willing to cut red tape and move a program forward is referred to as a a. channel captain. b. marketing mediator. c. program director. d. program champion. e. program facilitator.

Q: One way to improve implementation is to communicate goals and the means of achieving them. At Papa John's, everyone is made aware of the firm's core values. For example, core value #4 is "PAPA," which stands for __________. a. "Practice Always for Perfect Achievement" b. "People Are Priority No.1, Always" c. "Practice and Practice Again" d. "Planning Always Produces Achievement" e. "Prepare and Perform Accurately"

Q: All of the following are ways a marketing manager can improve the implementation of a marketing program EXCEPT: a. reward successful implementation. b. communicate goals and the means to achieve them. c. schedule precise tasks, responsibilities, and deadlines. d. avoid paralysis by analysis. e. find the right person to implement the plans.

Q: General Electric's Jack Welch became a legend in making GE more efficient and far better at implementation. One strategy he used to do this was a. creating new mediation teams between planners and implementers. b. developing task specific innovation teams. c. hiring outside consulting firms. d. delayering the organization. e. conducting regular debriefing meetings to keep everyone aware of what was going on.

Q: Today, the implementation phase of the strategic marketing process often involves moving many planning activities away from the duties of planners to those of __________ and finding effective ways to convert new marketing opportunities to completed projects. a. line managers b. outside consultants c. senior management d. the chief marketing officer (CMO) e. project teams

Q: As the marketing manager for Acme Products Inc., you just became the new program leader for Baubles, a product Acme introduced last year. Initial sales far exceeded expectations. In response, the previous program leader decided to reduce the profit margins for channel members to more quickly recover the high costs incurred in the development of the Baubles product and its marketing program. Unfortunately, sales of Acme Baubles declined by 2 percent while its market share declined by 7 percent as new competitors entered the market. After conducting a customer survey, you concluded that customers were generally satisfied with Acme's Baubles. However, Baubles were not as readily accessible as they were the previous year. Furthermore, after conducting a survey among the leading wholesalers and retailers of Acme Baubles, you discovered they were not pleased with the reduced margins. Moreover, because Acme's principal competitors offered them greater margins, they gave the competitors' products better service and shelf space than Acme's. This is an example of a. an appropriate marketing strategy and effective implementation. b. an inappropriate marketing strategy but effective implementation. c. an appropriate marketing strategy but ineffective implementation. d. an inappropriate marketing strategy and ineffective implementation. e. ineffective evaluation.

Q: The reformulation of the original less sweet, more bitter Coca-Cola (now Coca-Cola Classic) into a new sweeter one (eventually called New Coke) was one of the biggest decisions in the firm's history. Coke was responding to Pepsi's gain in market share with its sweeter formulation and its Pepsi Challenge taste tests and commercials. New Coke replaced "old Coke" on supermarket shelves. Loyal Coke customers were incensed that "old Coke" was discontinued. They loved the taste and brand identity of "old Coke" and rebelled against New Coke. TV and print ads designed to persuade Coke and Pepsi drinkers to switch to New Coke were ineffective. After a short period of time, Coca-Cola reintroduced old Coke as Coca-Cola Classic. Eventually, Coca-Cola withdrew New Coke from the market. The launch of New Coke is an example of __________. a. good planning and good implementation b. good planning and poor implementation c. poor planning and good implementation d. poor planning and poor implementation e. poor evaluation

Q: Figure 22-A Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "D," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service. a. Trouble: The solution is to recognize that only implementation is at fault and to correct it. b. Success: The marketing program achieves its objectives. c. Failure: The marketing program flounders and fails to achieve its objectives. d. Trouble: The solution is to recognize that only the strategy is at fault and to correct it. e. Cannot be determined with the information provided.

Q: Figure 22-A Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "C," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service. a. Trouble: The solution is to recognize that only implementation is at fault and to correct it. b. Success: The marketing program achieves its objectives. c. Failure: The marketing program flounders and fails to achieve its objectives. d. Trouble: The solution is to recognize that only the strategy is at fault and to correct it. e. Cannot be determined with the information provided.

Q: Figure 22-A Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "B," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service. a. Trouble: The solution is to recognize that only implementation is at fault and to correct it. b. Success: The marketing program achieves its objectives. c. Failure: The marketing program flounders and fails to achieve its objectives. d. Trouble: The solution is to recognize that only the strategy is at fault and to correct it. e. Cannot be determined with the information provided.

Q: Figure 22-A Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For "A," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service. a. Trouble: The solution is to recognize that only implementation is at fault and to correct it. b. Success: The marketing program achieves its objectives. c. Failure: The marketing program flounders and fails to achieve its objectives. d. Trouble: The solution is to recognize that only the strategy is at fault and to correct it. e. Cannot be determined with the information provided.

Q: In applying its innovation strategy to "involve some consumers in product design as soon as we have the concept," __________ launched ____________ in 2012. It is "a revolutionary three-chamber dose that cleans, fights stains, and brightens" laundry. a. Nestl; Oxi Clean 2.1 b. Arm & Hammer; Clean Burst c. Procter & Gamble; Tide Pods d. S.C. Johnson & Sons; Shout e. Unilever; Wisk

Q: Procter & Gamble, which launched its Tide Pods laundry innovation in 2012, reorganized itself around an innovation strategy that a. revitalized previously failed products. b. involved consumers earlier in its innovation activities. c. switched its traditional channels of distribution. d. retargeted its products to a completely new market segment. e. gave more decision-making power to middle management.

Q: Which of the following statements regarding marketing failures is most accurate? a. Marketing failures are due to a lack of a program champion who is willing to make decisions and act on them. b. Marketing failures are due to a lack of financial support. c. Marketing failures are due to a lack of originality. d. Marketing failures are due to poorly communicated plans. e. Marketing failures are due to either a poor plan and strategy, poor implementation, or both.

Q: Ben & Jerry's Homemade, Inc. is a profitable company that has a reputation for quality. The company is committed to treating its employees fairly and acting ethically in all transactions. It seeks to purchase all of its supplies from socially responsible suppliers. It is a leader in protecting the environment and corporate philanthropy. Ben & Jerry's uses __________. a. a value-driven strategy b. marketing ROI c. value analyses d. value-based planning e. value-added marketing

Q: A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics, integrity, employee health and safety, and environmental safeguards with more common corporate values such as growth, profitability, customer service, and quality is referred to as __________. a. stakeholder value b. value-based planning c. marketing ROI d. value-driven strategies e. value-added marketing

Q: Which of the following is a typical objective for value-based planning? a. integrate sustainable development b. demonstrate corporate integrity c. contribute to the price of a company's stock d. reduce employee turnover e. identify new channels of distribution

Q: Its website introduces its Master Yogurt Maker, who is "an artisan armed with years of yogurt-making experience." This has helped the __________ company succeed with its __________ brand. a. Dannon; Oikos b. Procter & Gamble; Mount Olympus c. Kraft Foods; Athenos d. Agro Farms; Chobani e. General Mills; Yoplait

Q: In 2007, Agro Farms launched its Chobani Greek Yogurt that has achieved spectacular success. This success is largely due to its a. price, which is about 25 percent less than competing yogurts. b. partnership with Yoplait yogurt from General Mills, which is #1 in the yogurt product category. c. creative distribution strategy, starting with Greek restaurants and eventually rolling out to supermarkets. d. powerful points of difference that stress natural ingredients, quality, and taste. e. replacing Kraft Foods in the yogurt business, Kraft now selling neither regular nor Greek yogurt.

Q: General Mills is concerned with both selling its products and brands in countries around the world and obtaining ideas for new products from anyone, anywhere who has a great product or technology. You can send General Mills your great new product or technology idea through its Internet portal if the product or technology can a. fit into the General Mills or Nestl distribution systems. b. be copyrighted or patented in North America and Western Europe. c. be fully developed and be on the market somewhere in the world. d. be a totally new product category outside of General Mills' existing product lines. e. facilitate the new General Mills diversification strategy by being a product or technology unrelated to consumer foods.

Q: Key problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) planners and their plans may have lost sight of their customers' needs; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) __________. a. there is poor communication between the firm and its stakeholders b. although management says they are behind the plans, they do not allocate resources to the degree necessary for success c. there is a lack of leadership d. plans can be thwarted by disgruntled employees, other departments, or competitors e. line operating managers often feel no sense of ownership in implementing the plans

Q: Key problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) planners and their plans may have lost sight of their customers' needs; (4) __________; and (5) line operating managers often feel no sense of ownership in implementing the plans. a. there is poor communication between the firm and its stakeholders b. too much time and effort may be spent on data collection and writing plans that are too complex to implement c. there is a lack of leadership d. although management says they are behind the plans, they do not allocate resources to the degree necessary for success e. plans can be thwarted by disgruntled employees, other departments, or competitors

Q: Key problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) __________; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) line operating managers often feel no sense of ownership in implementing the plans. a. there is poor communication between the firm and its stakeholders b. there is a lack of leadership c. although management says they are behind the plans, they do not allocate resources to the degree necessary for success d. planners and their plans may have lost sight of their customers' needs e. plans can be thwarted by disgruntled employees, other departments, or competitors

Q: Which of the following statements best reflects the guideline for working toward consensus-building? a. "Dean, I know you weren"t fully on board with this plan, but your expertise is invaluable to us. What would you recommend as the best alternative we have left?" b. "The decision has been made and we all have to deal with it whether we like it or not." c. "Starting Wednesday, everyone on the team should wear black slacks and a red shirt." d. "Aram, you need to take the lead on this since you have the most experience. Just tell the rest of us what to do." e. "If you don"t like the way things are going, speak up or shut up. Once we start, we"re all going to be on the same page whether you like it or not."

Q: Which of the following statements best reflects the guideline for making plans controllable and flexible? a. "Our research shows the most efficient way to distribute the product is through rack jobbers, but at this point we don"t know how price sensitive the market is." b. "According to our marketing dashboard, the most effective promotional spending in the past has come from radio ads. Their prices have almost doubled, but if that's what we"re supposed to dothat's what will we do." c. "Connie, you"ll be in charge of ticket sales. If we fill half the seats during the first day, we might consider adding an additional performance as a Sunday matinee." d. "We"ve been offered the chance to do a personal interview on national TV. I know the host is a wild card, but any publicity is good publicity." e. "We"re shooting for a 12 percent market share. We"re at 10 percent to date. Unfortunately, our budget is shot so we"ll just have to see what happens."

Q: Which of the following statements best reflects the guideline for having complete and feasible plans? a. "The eyeglass cases will come in both hard and soft holders, in multiple colors, and we"ll give them a mid-range price. They"re cute enough that we might be able to cut back on advertising." b. "Ideally, we should release the e-book immediately after the hard cover book comes out, but it would mean redirecting resources away from the tour." c. "Our research shows the most efficient way to distribute the product is through rack jobbers, but at this point we don"t know how price sensitive the market is." d. "If we want to sell designer clothing for eleven fashion dolls, we need to keep prices close to the $20 range, including shipping and handling. Since the target market consists of women over 40 who use the dolls in home decorating, we need to budget funds to run ads in design magazines." e. "Most people say they want more soy based products; if we could corner the soy market, we might be able to prevent the competition from entering the game."

Q: Which of the following statements best reflects the guideline for using a base of facts and valid assumptions? a. "Statistics show that green is the most popular color for scarves for men; it only stands to reason the women will feel the same way." b. "Of all nurses surveyed, 16 percent reported that they prefer a lighter weight handle. But we have to see if there is a difference in preference between male and female nurses before we make any modifications." c. "If people prefer chicken over beef at lunch, it is logical that they will prefer chicken for dinner as well." d. "I know that your research shows that yellow ducks will sell better, but my granddaughter loves pink bunnies, so that's what we"ll put on the cards." e. "My intuition says that everyone will like the new iPhone."

Q: Marketing plans must enable results to be compared with planned targets, which allows __________, the flexibility to update original plans. a. replanning b. contingency planning c. recursive planning d. dynamic planning e. proactive change

Q: The more a marketing plan is based on __________, the less uncertainty and fewer risks are associated with executing it. a. opinions b. intuition c. facts and valid assumptions d. past historical data e. alternative contingencies

Q: Ideally, in effective marketing planning, goals should be __________ in terms of what is to be accomplished and by when. a. consistent and straightforward b. general and somewhat flexible c. easily adaptive to changes in the enviro nment d. very specific and unwavering e. quantified and measurable

Q: Figure 1. In Figure 1. above, the market-product grid labeled "E" illustrates which of the following market-product strategies? a. full coverage b. market specialization c. product specialization d. selective specialization e. market-product concentration

Q: Figure 1. In Figure 1. above, the market-product grid labeled "D" illustrates which of the following market-product strategies? a. full coverage b. market specialization c. product specialization d. selective specialization e. market-product concentration

Q: Figure 1. In Figure 1. above, the market-product grid labeled "C" illustrates which of the following market-product strategies? a. full coverage b. market specialization c. product specialization d. selective specialization e. market-product concentration

Q: Figure 1. In Figure 1. above, the market-product grid labeled "B" illustrates which of the following market-product strategies? a. full coverage b. market specialization c. product specialization d. selective specialization e. market-product concentration

Q: Figure 1. In Figure 1. above, the market-product grid labeled "A" illustrates which of the following market-product strategies? a. full coverage b. market specialization c. product specialization d. selective specialization e. market-product concentration

Q: What is the primary disadvantage of employing a full coverage strategy? a. Gaining market distribution will be costly. b. The organization may be spread too thin. c. The organization achieves neither marketing nor manufacturing synergies. d. R&D-manufacturing has the difficulty of producing multiple new lines. e. The organization cannot take advantage of marketing or manufacturing synergies available to it through market or product specialization.

Q: The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________. a. connectivity b. customerization c. customer digitalization d. online facilitation e. intermediation

Q: The relationship between the interactive communication capabilities of the Internet and customization is that a. a highly interactive and individualized information and exchange environment is created for shoppers and buyers. b. it helps customers reduce their search costs and more conveniently find the offerings with the desired features. c. it protects online consumer privacy about the customized products and services they desire. d. it records users' visits to websites, which enhances online consumers' convenience. e. it reduces costs and wasted coverage both for the buyer and seller.

Q: Customization refers to a. the specialization in one very small but highly sought-after specialty item. b. Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers. c. the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer. d. items that are unique in every dimension rather than simply adapted according to limited features. e. novelty items used as sales promotions, such as cups, hats, etc., that will be imprinted with a company logo, colors and slogans, if applicable.

Q: Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________. a. connectivity b. customerization c. customization d. communication e. convenience

Q: One of the reasons for the continued success of Zappos.com is a. chat assistance. b. blog assistance. c. tweet assistance. d. choice assistance. e. bot assistance.

Q: Choice, a reason customers shop and buy online, has two dimensions. They are a. availability and price b. speed and availability c. product or service selection and speed d. choice assistance and speed e. product or service selection and choice assistance

Q: The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as a. chat assistance. b. blog assistance. c. tweet assistance. d. choice assistance. e. bot assistance.

Q: The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in an electronic dialogue with marketers for the purpose of making informed decisions are both dimensions of __________, the second reason consumers shop and buy online. a. choice b. communication c. customization d. control e. compatibility

Q: On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual, who was selling a Coca-Cola tray from the 1920s, used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the page before all the pictures downloaded. The seller must have been unaware of the __________. a. eight-second rule b. 80/20 principle c. stickiness principle d. hierarchy of needs e. efficiency rule

Q: The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________. a. the stickiness guideline b. the 80/20 principle c. the eight-second rule d. the law of limited patience e. the expedience factor

Q: The eight-second rule refers to the view that a. if a website doesn"t attract a consumer's attention in the first eight seconds, the consumer will move on to a different site. b. customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds. c. any online purchase should take no more than eight seconds to complete. d. hunter-gatherers will not wait longer than eight seconds for a response in a chat room. e. more than 50 percent of online consumers will spend less than eight seconds at a portal.

Q: According to the eight-second rule, a. it only takes eight seconds for someone to learn how to navigate an Internet website. b. any online purchase should take no more than eight seconds to complete. c. hunter-gatherers will not wait longer than eight seconds for a response in a chat room. d. more than 50 percent of online consumers will spend less than eight seconds at a portal. e. customers will abandon a website if download time exceeds eight seconds.

Q: Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to a. drive to a large shopping center where there are several bookstores to see which store has the book at the lowest price. b. call all the bookstores in her community to inquire about the price of the book at each one. c. use a bot to comb the websites of online booksellers and locate the one with the best price. d. use a cookie to contact various bookstores and find the one with the best price. e. create a choiceboard using her gift-giving criteria.

Q: Why would an online consumer want to use a bot? a. Bots help customers design one-of-a-kind products that fit their specific needs. b. Bots increase the selection of products and services from which online consumers can choose. c. Bots allow online consumers to engage in an electronic dialogue with marketers. d. Bots enhance the convenience of online shopping. e. Bots allow marketers to record an online consumer's visits to their websites.

Q: Bots contribute to the convenience of online shopping because they a. reduce time spent online. b. allow customers to make online comparisons of prices and product features. c. permit customers to design one-of-a-kind items that fit their specific needs. d. allow customers to engage in an electronic dialogue with marketers. e. offer customers almost any product or service they want.

Q: Bots refer to a. Web pages that serve as publicly accessible personal journals for individuals or organizations. b. computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer's website. c. electronic shopping agents that comb websites to compare prices and product or service features. d. filters that reduce the number of unsolicited intrusions into an individual's e-mail account. e. interactive Internet-enabled systems that allow individual customers to design their own products and services.

Q: Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________. a. cookies b. weblinks c. intranets d. bots e. extranets

Q: Which of the following characteristics of online shopping contributes to its convenience? a. Customers don"t have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines. b. Consumers can avail themselves of numerous websites for almost any product or service they want. c. Consumers who prefer one-of-a-kind items that fit their specific needs can create them online. d. Consumers can engage in an electronic dialogue with marketers. e. Consumers are in charge in the marketspace.

Q: The view that holds that online shopping and buying can add to one's comfort or saves work and time is referred to as _________. a. timeliness b. expediency c. convenience d. utilitarian e. marketspace value

Q: Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This is an example of the sixth reason why consumers buy and shop online. a. convenience b. choice c. customization d. control e. communication

Q: Internet-enabled software allows American Airlines to change their prices in real time in response to supply and demand conditions. This is an example of the fifth reason why consumers buy and shop online. a. convenience b. choice c. cost d. customization e. control