E-commerce Marketing Practice Exam
Course Introduction
E-commerce Marketing explores the strategies and tools businesses use to promote and sell products or services via online channels. This course covers key topics such as digital consumer behavior, website optimization, search engine marketing, social media advertising, email marketing, affiliate programs, analytics, and mobile commerce. Students will learn how to develop effective online marketing campaigns, measure their performance, and adapt to constantly evolving digital environments. The course emphasizes practical skills in using popular e-commerce platforms, leveraging digital marketing tools, and understanding legal and ethical considerations in online marketing.
Recommended Textbook
Marketing An Introduction 6th Canadian Edition by Gary Armstrong
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16 Chapters
2482 Verified Questions
2482 Flashcards
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Page 2
Chapter 1: Marketing: Creating and Capturing Customer Value
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164 Verified Questions
164 Flashcards
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Sample Questions
Q1) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. Explain.
Answer: Customer satisfaction cannot be taken for granted. Because brand loyalty is dependent upon strong customer satisfaction, companies strive to retain, satisfy, and even delight current customers. Firms create customer delight by promising only what they can deliver and then delivering more than what they promised. They also create emotional relationships with key customers. Delighted customers make repeated purchases and become customers for life. More importantly, they also essentially become an unpaid sales force for the firm as "customer evangelists" who tell other potential customers about their positive experiences with the product.
Q2) ________ are human needs as shaped by individual personality and culture.
A)Deprivations
B)Wants
C)Demands
D)Values
E)Exchanges
Answer: B
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Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Relationships
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163 Verified Questions
163 Flashcards
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Sample Questions
Q1) ________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.
A)Stars
B)Cash cows
C)Question marks
D)Dogs
E)Cats
Answer: B
Q2) Which of the following is the final step in the strategic planning process?
A)defining the company mission
B)setting company objectives and goals
C)designing the business portfolio
D)planning marketing and other functional strategies
E)identifying the company's culture
Answer: D
Q3) Mission statements should be both meaningful motivating.
A)True
B)False
Answer: True
Page 4
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Chapter 3: Sustainable Marketing, Social Responsibility and Ethics
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) What are deficient products?
A)products that have neither immediate appeal nor long-run benefits
B)products that give high immediate satisfaction but only hurt consumers in the long run
C)products that have low appeal but may benefit consumers in the long run
D)products that are either unsafe or inferior
E)any product in the decline stage of the product life cycle
Answer: A
Q2) Under its previous ownership, Benning's engaged in deceptive promotion in an attempt to increase business. How could the company have increased business while avoiding deceptive promotion?
Answer: For example, Benning's could have represented its products' features as honestly as possible and only brought customers to the store for a bargain that was sure to be in stock.
Q3) What is the difference between deficient products and pleasing products?
Answer: Deficient products have neither immediate appeal nor long-run benefits; pleasing products, on the other hand, give high immediate satisfaction but may hurt consumers in the long run.
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Chapter 4: Analyzing the Marketing Environment
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152 Verified Questions
152 Flashcards
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Sample Questions
Q1) The ________ environment consists of factors that affect consumer purchasing power and spending patterns.
A)geological
B)political
C)technological
D)economic
E)natural
Q2) Marketers, more than any other group in the company, must be aware of the microenvironment and macroenvironment, tracking trends and seeking opportunities.
A)True
B)False
Q3) How might a political regulation program like "cash for clunkers" (an economic incentive to purchase new, more fuel-efficient cars when trading in less fuel-efficient vehicles)impact Tesla's marketing program?
Q4) Why should a company care about the macroenvironment?
Q5) Give two characteristics of the Canadian family that depict its "nontraditional" nature.
Q6) Discuss the macroenvironmental forces that may affect Tesla's business in Canada.
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Chapter 5: Managing Marketing Information to Gain Customer Insights
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165 Verified Questions
165 Flashcards
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Sample Questions
Q1) What type(s)of marketing intelligence, if any, did Jason West use in this scenario?
Q2) Your marketing department is attempting to improve strategic decision making, track competitors' actions, and provide early warning of opportunities and threats. To achieve this goal, which of the following would be the best for your department to use?
A)internal databases
B)external databases
C)marketing intelligence
D)the Internet
E)company reports only
Q3) What source of marketing information provides those within the company ready access to research information, stored reports, shared work documents, contact information for employees and other stakeholders, and more?
A)an internal CRM system
B)an extranet
C)the Internet
D)marketing research
E)marketing intelligence
Q4) Give an example of a closed-end question.
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Chapter 6: Understanding Consumer and Business Buyer
Behaviour
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168 Verified Questions
168 Flashcards
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Sample Questions
Q1) Online social networks represent an important form of buzz for marketers.
A)True
B)False
Q2) Snoopy tells you that business buyer decision making is solely based on economic factors. What would you say to Snoopy?
Q3) Explain Maslow's needs hierarchy.
Q4) Cultural factors exert a broad and deep influence on consumer behaviour. The marketer needs to understand the role played by the buyer's culture, subculture, and social class. Compare the roles of culture, subculture, and social class.
Q5) Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?
A)brand perception
B)product image
C)brand personality
D)new product
E)brand equity
Q6) What roles do cultural factors play in consumer behaviour?
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Chapter 7: Segmentation, Targeting, and Positioning
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) What assumption about consumers is made by a marketer using intermarket segmentation?
Q2) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n)________.
A)market segment
B)target market
C)well-defined market
D)differentiated market
E)undifferentiated market
Q3) Ad man Rosser Reeves believes that firms should develop a USP for each brand and stick to it. What does USP stand for?
A)unique selling product
B)unique services practice
C)unique sales pitch
D)unique selling proposition
E)universally strategic practice
Q4) Why and how do businesses segment their markets?
Q5) Why do marketers segment the market?
Q6) When might be the best time for a marketer to use geographic segmentation?
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Chapter 8: Developing and Managing Products and Services
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192 Verified Questions
192 Flashcards
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Sample Questions
Q1) A company can stretch its product either upward or downward, but not both directions.
A)True
B)False
Q2) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.
A)Materials
B)Parts
C)Capital items
D)Specialty items
E)Supplies
Q3) Successful service companies focus their attention on both their customers and their employees.
A)True
B)False
Q4) Service inseparability means that the quality of services depends on when, where, and how it is provided.
A)True
B)False
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Chapter 9: Brand Strategy and Management
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136 Verified Questions
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Sample Questions
Q1) Besides a logo, name and icon brands also have ________.
A)personality, status and value.
B)legal implications, and trust accounts
C)profit
D)public relations
E)exclusive power over customers
Q2) Dove marketers can go beyond the brand's cleansing cream properties and talk about the resulting benefit of softer skin. This is known as product attributes in brand positioning.
A)True
B)False
Q3) A company has four main choices when it comes to brand development. Which of the following best describes these choices?
A)brand names, brand extensions, multibrands, or new brands
B)line extensions, brand names, multibrands, or new brands
C)line extensions, brand extensions, brand names, or new brands
D)line extensions, brand extensions, multibrands, or brand names
E)line extensions, brand extensions, multibrands, or new brands
Q4) What must a brand manager do to maintain a brand?
Q5) How might Selman & Saks eventually benefit from engaging in licensing?
Page 11
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Chapter 10: Pricing: Understanding and Capturing
Customer Value
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170 Verified Questions
170 Flashcards
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Sample Questions
Q1) Hotline Long Distance Service uses captive-product pricing for its phone call charges. Because this is a service, the price is broken into a fixed rate plus a per-call
A)fixed rate usage
B)variable usage rate
C)standard usage rate
D)market usage rate
E)fixed fee
Q2) Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is most likely used?
A)product line pricing
B)optional-product pricing
C)captive-product pricing
D)by-product pricing
E)allowance pricing
Q3) When Johnny On the Spot, a house mover, sells boxes and pads that must be used in moving a household's furniture, the company is practicing by-product pricing.
A)True
B)False
Page 12
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Chapter 11: Marketing Channels
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125 Flashcards
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Sample Questions
Q1) A vertical marketing system is one in which the producer is always the dominant member of the channel.
A)True
B)False
Q2) A(n)________ brings buyers and sellers together and assists in negotiations.
A)agent
B)broker
C)retailer
D)wholesaler
E)retail convergence
Q3) Marketing channel design calls for analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives.
A)True
B)False
Q4) What types of products are selectively distributed?
Q5) Give an example of channel conflict.
Q6) How can a company benefit from a just-in-time logistics system?
Q7) What is the most logical way to store and distribute product from the main warehouse in the US to the Canadian customer?
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Chapter 12: Retailing and Wholesaling
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107 Flashcards
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Sample Questions
Q1) A ________ contains between 15 and 50 retail stores, including a department or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank.
A)community shopping centre
B)warehouse club
C)superstore
D)neighborhood shopping centre
E)regional shopping mall
Q2) A ________ is a small open-air mall with upscale stores, convenient locations, and nonretail activities such as a playground, dining establishments, and a movie theater.
A)regional shopping centre
B)lifestyle centre
C)community shopping centre
D)power centre
E)warehouse club
Q3) Wholesalers add value to the supply chain.
A)True
B)False
Q4) Describe the promotion tools used by retailers.
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Chapter 13: Communicating Customer Value: Advertising and
Public Relations
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169 Flashcards
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Sample Questions
Q1) The objective-and-task method of setting a promotion budget is the most logical method because it forces management to articulate its assumptions about the relationship between dollars spent and promotion results.
A)True
B)False
Q2) ________ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period.
A)Pulsing; Continuity
B)Continuity; Seasonal
C)Continuity; Pulsing
D)Pulsing; Seasonal
E)Sequencing; Routing
Q3) Which of the following is an example of a media that an advertiser might use to reach larger customer segments?
A)cable television channels
B)email
C)blogs
D)network television
E)online social networks
Page 15
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Chapter 14: Personal Selling and Sales Promotion
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Sample Questions
Q1) A salesperson's ________ is often related to how well he or she meets a set quota.
A)time-and-duty analysis
B)compensation
C)call report
D)organizational climate
E)expense report
Q2) The ________ step of the selling process is difficult for some salespeople because they lack confidence, feel guilty about asking for an order, or may not recognize the right time to ask for an order.
A)approaching the prospect
B)making a professional presentation
C)handling objections
D)closing the sale
E)following up
Q3) Describe several ways in which management can evaluate sales force performance.
Q4) Describe some of the methods used to supervise salespeople and help them work more efficiently.
Q5) Why are more companies using team selling? What are the pros and cons of this approach?
16
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Chapter 15: Direct, Online, Social Media, and Mobile Marketing
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158 Verified Questions
158 Flashcards
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Sample Questions
Q1) How could spam harm The Treble Clef?
Q2) Direct-response advertisements always contain ________, making it easier for marketers to gauge their effectiveness.
A)a mailing address for comments
B)a toll-free number or web address
C)Nielsen data
D)an order number
E)pop-ups
Q3) Widespread use of the Internet and digital technology is taking consumers away from marketers' efforts.
A)True
B)False
Q4) One of the advantages of direct marketing for sellers is that direct marketing
A)offers access to buyers outside local markets
B)eliminates the need for a sales force
C)provides statistical information about industry buying habits
D)provides comparative information about customers and competitors
E)eliminates expenses such as order processing and inventory handling
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Q5) Consider ESPN's site. How does the site create a vast, branded sports community?
Chapter 16: The Global Marketplace
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Sample Questions
Q1) Which type of economy consumes most of its output and barters the rest for simple goods and services?
A)industrial economy
B)developed economy
C)subsistence economy
D)emerging economy
E)raw material exporting economy
Q2) Barter involves the direct exchange of goods and services.
A)True
B)False
Q3) What type of transactions do most international trade involve?
A)cash
B)cheques
C)credit
D)IOUs
E)virtual banking accounts
Q4) What are the factors Alexandreina needs to consider before going global?
Q5) Explain joint ownership with an example. What are its advantages and disadvantages?
Q6) What is the best mode of entry into foreign markets for I Design?
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