E-Commerce and Digital Marketing Question
Bank
Course Introduction
This course explores the dynamic world of electronic commerce (e-commerce) and digital marketing, examining the strategies, technologies, and trends that drive online business success. Students will learn about the fundamentals of setting up and managing e-commerce platforms, digital payment systems, and online customer engagement. The course also covers key digital marketing concepts such as search engine optimization (SEO), content marketing, social media advertising, email marketing, and analytics. Through case studies, practical projects, and current industry best practices, students will develop the skills necessary to create, implement, and analyze effective e-commerce and digital marketing campaigns in a rapidly evolving digital landscape.
Recommended Textbook
Consumer Behaviour Buying Having Being 4th Australia Edition by Michael R. Solomon
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14 Chapters
1038 Verified Questions
1038 Flashcards
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Page 2
Chapter 1: Buying, Having, and Being
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69 Verified Questions
69 Flashcards
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Sample Questions
Q1) A paradigm is a belief that guides an understanding of the world.
A)True
B)False
Answer: True
Q2) Explain the difference between a need and a desire, giving an example of each.
Answer: A need is a basic biological motive that cannot be created by marketing.A desire represents one way that individuals are taught by society and culture to satisfy a biological need.For example, thirst in general is a need, but thirst for a Pepsi or Coke is a desire.
Q3) Regularly sending text messages rather than communicating by voice is characteristic of a digital native.
A)True
B)False
Answer: True
Q4) Explain the concept of the 80/20 rule and why it is important to marketers.
Answer: According to the 80/20 rule, 20 per cent of a product's users account for 80 per cent of sales of that product.These heavy users are the product's most faithful customers.A company that can identify, build relationships with, and create value for heavy users is likely to have a successful marketing strategy.
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Chapter 2: Consumer and Social Well-Being
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81 Verified Questions
81 Flashcards
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Sample Questions
Q1) Anna is repeatedly called 'names' online.This is an example of ________.
A)cyber harassment
B)cyberbullying
C)cyber name calling
D)none of the above
Answer: B
Q2) Explain the role social marketing plays in public policy.
Answer: Social marketing means to use marketing strategies to encourage positive behaviours like increased literacy or discourage negative behaviours like drunk driving.Public policies are most likely to be successful when they are implemented with these techniques.
Q3) Which of the following values is most associated with materialists?
A)Honesty
B)Status
C)Loyalty
D)Frugality
Answer: B
Q4) Explain why marketing is necessary.
Answer: Marketing helps to communicate products' availability and usefulness.
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Chapter 3: Perception
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Sample Questions
Q1) All consumers carry schema in their minds when they enter the marketplace.According to the principles of perceptual vigilance and defence, a marketer should be careful to create a promotion for the new product that ________.
A)conforms to the customers' schema
B)violates the customers' schema
C)requires that customers defend their current views about the product category
D)is simple and easy to understand
Answer: A
Q2) The minimum difference that can be detected between two stimuli is known as the ________.
A)'bare' minimum
B)gradual differentiation
C)j.n.d.(just noticeable difference)
D)graded difference
Answer: C
Q3) Interpretation is the last stage of the perceptual process.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Learning and Memory
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Sample Questions
Q1) Gradually changing the package of a product that depends heavily on brand loyalty can be successful if each change is minor.Over the course of a year or more the package may change totally in appearance without offending or confusing brand loyal customers.What factors influencing forgetting allow this marketing strategy to work?
Q2) Stimulus generalisation refers to ________.
A)the tendency for stimuli to be similar in nature
B)the fact that most conditioned stimuli are similar to unconditioned stimuli
C)the tendency of stimuli similar to a conditioned stimulus (CS) to evoke similar, conditioned responses
D)the tendency for extinction to occur when an unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus
Q3) Fixed-interval reinforcement explains why airlines' frequent flyer programs are so successful.
A)True
B)False
Q4) Measuring memory for marketing stimuli is often difficult.Discuss the differences between recognition and recall.Give examples of methods for testing each.Which one is thought to be the more reliable measure of memory?
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Page 6
Chapter 5: Personality
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Sample Questions
Q1) Every year, Sam goes on a holiday to a warm country.In the last few years, he has visited Egypt, Indonesia, and Guatemala.He always flies first class and stays in five-star resorts.What personality trait does Sam exhibit, and how does this trait influence his consumer behaviour with regards to travel?
Q2) Margot and her husband, Bill, only have one car, a hybrid, even though their lives would be easier if they had two cars.They often take public buses and choose to ride their bicycles instead of driving their own cars.Their consumer behaviour is influenced by the personality trait of ________.
A)superstition
B)romanticism
C)pro-environment
D)enjoyment of shopping
Q3) A Doppelganger brand image is likely to be presented in a consumer-generated parody of a brand.
A)True
B)False
Q4) Describe the basic premise of motivational research and how it might be conducted.
Q5) What did Freud mean when he said, 'sometimes a cigar is just a cigar'?
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Chapter 6: Motivation and Values
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Sample Questions
Q1) What theory of motivation is related to the idea that customers desire a state of balance called homeostasis?
A)Instinct theory
B)Drive theory
C)Expectancy theory
D)Need theory
Q2) Which of the following needs from Maslow's Hierarchy is addressed by the L'Oreal advertising slogan 'Because you're worth it'?
A)Safety needs
B)Belongingness needs
C)Ego needs
D)Self-actualisation needs
Q3) Explain the means-end chain model.Give an example to demonstrate how the process might work.
Q4) How do the mediums of video and print differ with respect to their level of consumer involvement, and what accounts for this difference?
Q5) There are a variety of need states or need forms described in the text.Characterise and discuss biogenic needs, psychogenic needs, utilitarian needs and hedonic needs.
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Chapter 7: The Self: Mind, Gender and Body
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Sample Questions
Q1) Anna Jones thinks she should lose some weight even though she is skinny.Anna is concerned about her ________.
A)looking-glass self
B)body image
C)actual self
D)ideal self
Q2) Explain how the concept of self-esteem is used in advertising.
Q3) Briefly discuss gender differences in socialisation, female sex roles, and male sex roles in our society.
Q4) ________ is where a person derives his or her identity in large measure from a social group.
A)Nano frame
B)Micro frame
C)Looking-glass self
D)Collective identity
Q5) The reason why a sixteen-year-old boy may choose to use typically 'macho' products like cigarettes or alcohol can be explained by symbolic self-completion theory.
A)True
B)False
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Chapter 8: Attitudes and Attitude Change
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Sample Questions
Q1) According to the functional theory of attitudes, attitudes exist because they are hereditary.
A)True
B)False
Q2) The balance theory perspective involves relations among three elements (a triad).Which of the following is one of the elements of the triad?
A)A person and his or her perceptions
B)The marketer and their strategy of image building
C)A person's beliefs
D)Subconscious motives
Q3) The psychological principle of reciprocity is at work when we take into account what others do before we decide what to do.
A)True
B)False
Q4) Latitudes of acceptance and rejection are important aspects of social judgement theory.
A)True
B)False
Q5) Describe the functional theory of attitudes and its components (functions).
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Chapter 9: Individual Decision-Making
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Sample Questions
Q1) Describe the four forms of bias that might be present in the information search portion of the decision-making process.Be sure to specifically identify and examine these biases.
Q2) Use of simple decision rules to arrive at a purchase decision is known as extended problem solving.
A)True
B)False
Q3) List and define the five stages of the consumer decision-making process.
Q4) Neuromarketing refers to the use of software tools that try to understand and then apply a human decision maker's multi-attribute preferences for a product category.
A)True
B)False
Q5) A consumer who uses a few simple decision rules to arrive at a purchase decision is using which of the following?
A)Routine decision making
B)Limited problem solving
C)Graduated response behaviour
D)Extended problem solving
Q6) Compare limited versus extended problem solving.
Page 11
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Chapter 10: Buying, Using and Disposing
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Sample Questions
Q1) In Las Vegas, properties have assumed themes that range from modern New York to ancient Egypt.This attempt at retail theming stresses the importance of the post-purchase process.
A)True
B)False
Q2) Wynona was impulsive.Her friends accused her of being calculating, but she thought of herself as simply an analytical thinker.She wanted what she wanted and tomorrow could take care of itself.Researchers would classify her as being a hedonic variety-seeker.Which of the following time metaphors would best capture Wynona's perspective of time?
A)Time is a pressure cooker.
B)Time is a map.
C)Time is a feast.
D)Time is a mirror.
Q3) Identify and describe the various temporal factors that might affect a consumer and his or her buying process.
Q4) A typical hedonic shopping motive is to experience the sharing of common interests.
A)True
B)False
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Chapter 11: Groups and Social Influence
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74 Verified Questions
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Sample Questions
Q1) Define the term reference group and explain the difference between a membership reference group and an aspirational reference group.
Q2) A marketing manager who wants to identify opinion leaders for her product category should do which of the following?
A)She should find government officials who use the product.
B)She should find socially active persons who are intensely interested in the product category and are similar to other customers.
C)She should find intellectuals who can write and speak well so that communication will be facilitated.
D)She should look for people who stand out in a crowd.
Q3) Product-related conversations (word-of-mouth) result because people enjoy talking about things that interest them, people have a genuine desire to help others and people gain an ego boost from spreading knowledge.However, customers will talk much more about negative product and service experiences than positive ones.Why?
Q4) Briefly describe the characteristics of someone who is role-relaxed.
Q5) Describe the meaning of social power.What are the six bases of social power within reference groups? Give an example of how each one might be used.
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Page 13
Chapter 12: Ethnicity, Religion and Age
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Sample Questions
Q1) Originally, another name for Generation X was 'millennials'.
A)True
B)False
Q2) Gen Yers are at home in a ________, communicating over the internet and via apps on their phones
A)thumb culture
B)tween market
C)grey market
D)renaissance culture
Q3) The typical immigrant today in Australia is most likely from India.
A)True
B)False
Q4) Members of which of the following age cohorts are part of today's grey market?
A)Generation Z
B)Generation Y
C)Generation X
D)The War Baby Generation
Q5) Explain the difference between a high-context culture and a low-context culture.Give an example of each and explain the reason for your choice(s).
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Chapter 13: Lifestyle, Income and Social Class
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Sample Questions
Q1) ________ income is the money available to a household over and above that required for a comfortable standard of living.
A)Capital
B)Discretionary
C)Net
D)Invidious
Q2) The phenomenon called ________ refers to the creation of artificial divisions in a society.
A)reference group affiliation
B)ascribed status
C)mass class
D)social stratification
Q3) Although there are many differences between social classes, almost all these differences can be summarised by the difference that income makes in a person's life.
A)True
B)False
Q4) Why is wearing a baseball cap backward (with the brim toward the back) a type of parody display?
Q5) Explain the concept of social mobility and its various forms.
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Chapter 14: The Culture of Consumption
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Sample Questions
Q1) J.P.Stevens always looks perfect in his business suit.The colours are always right for the season and the prevailing style.His tie has the proper knot, he does not wear a tie-tack, his handkerchief is the proper 'two-fingers' above the pocket, and his socks and shoes do not distract from his overall look.Which of the following does J.P.seem to be adhering to with his 'correctness'?
A)Enacted behaviours
B)Customs
C)Mores
D)Conventions
Q2) How can a myth be true and false at the same time?
Q3) Anna's best friend Aubrey was getting married.Anna spent a lot of time thinking of the perfect gift.She was so excited about the gift that she gave it to Aubrey before the wedding.Aubrey cried and told Anna that she would never in her life have a better friend.Reformulation is the proper term for the new bond between Anna and Aubrey.
A)True
B)False
Q4) What is a cultural formula, and how might someone conducting a political campaign make use of cultural formulae?
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Page 16