E-Commerce Solved Exam Questions
Course Introduction
E-Commerce explores the principles, technologies, strategies, and business models enabling commercial transactions over digital platforms. Students will examine the evolution of online marketplaces, payment systems, security protocols, and legal considerations in digital commerce. The course also covers topics such as web store development, digital marketing, supply chain integration, and customer engagement strategies. Through case studies and practical assignments, students gain hands-on experience in planning, launching, and managing e-commerce initiatives in diverse industries.
Recommended Textbook
Consumer Behaviour Buying Having and Being 7th Canadian Edition by Michael Solomon
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15 Chapters
1842 Verified Questions
1842 Flashcards
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Page 2
Chapter 1: An Introduction to Consumer Behaviour
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122 Verified Questions
122 Flashcards
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Sample Questions
Q1) Compare and contrast focus group research with interview research. Answer: <b>Focus groups</b> usually involve small group sessions with approximately 6-12 consumer participants. The session is guided by a moderator who leads a group discussion involving a product,concept,or marketing message. Focus groups are often used when a new idea or product is being tested,or the researchers want to generate new ideas for what strategic direction to take next. As you might guess,one benefit of focus groups is that they tend to elicit more rich,detailed,and narrative feedback from consumers. One drawback,however,is that social influence can play a role,dampening the expression of consumers' true individual attitudes. (See Chapter 11 for a discussion of some of these effects.)
One other research technique is to utilize in-depth interviews. Like focus groups,<b>interviews</b> involve direct contact with the consumer. In contrast to focus groups,this approach involves a one-on-one interaction with an interviewer and respondent. Interviews allow the researcher to collect rich,in-depth data,but minimize any impacts of group factors influencing consumer responding. Interviews can be particularly useful if the topic is sensitive,embarrassing,or polarizing in some way. The downside of interviews is that the research process can take much longer and is much more expensive because each consumer is being asked questions one at a time.
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Page 3
Chapter 2: Perception
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Sample Questions
Q1) Which of the following may be effective in getting viewers to stop fast-forwarding past television ads recorded on their PVR?
A) use enticing or novel commercials
B) decrease ads' sound level below that of adjacent programs
C) use a preventive or override command in ads
D) keep commercials short, 10 seconds or less, so that they cannot be electronically identified
Answer: A
Q2) What is the principle of closure?
Answer: The gestalt <b>principle of closure</b> implies that consumers tend to perceive an incomplete picture as complete. That is,we tend to fill in the blanks based on our prior experience.
Q3) One effect of the sense of smell is that:
A) pleasant scents lead consumers to be more forgetful.
B) women evaluate men who are wearing scented deodorant more negatively.
C) the scent of honey increased sales in a men's clothing store.
D) there are no cross-cultural differences in consumer reactions to scents.
Answer: C
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Chapter 3: Learning and Memory
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Sample Questions
Q1) Amy can recall her social insurance number quite easily because she groups the numbers into three sets. This illustrates how ________ can facilitate the memory process.
A) elaboration
B) rehearsal
C) salience
D) chunking
Answer: D
Q2) Seagull Pewter of Nova Scotia has "rented" the Disney brand name in the past and produced Disney characters to be sold in their product line. This action is known as:
A) product association.
B) product knock-offs.
C) licensing.
D) allowable franchising.
Answer: C
Q3) When we respond to internal events,behavioural learning has occurred.
A)True
B)False
Answer: False
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Page 5
Chapter 4: Motivation and Affect
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Sample Questions
Q1) Denise loves ice cream but feels it is a "guilty pleasure" because it contains a large amount of fat and calories. She is not sure whether to indulge as she is trying to eat right. This purchase situation is typical of which type of motivational conflict?
A) approach-approach
B) approach-avoidance
C) avoidance-avoidance
D) hedonic-utilitarian
Q2) The type of information processing that will occur depends upon the consumers' level of involvement. Which type of information processing are consumers using when they make extensive comparisons of product claims with their existing knowledge,weighing the alternatives?
A) simple processing
B) casual processing
C) elaboration
D) intersubjectivism
Q3) James is vice president of a company that manufacturers clothing to younger consumers. He wants to enhance consumer involvement with his products. What can he offer them in order to accomplish this and why will it be effective?
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Chapter 5: The Self
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Sample Questions
Q1) Travel commercials depict happy,attractive families enjoying a carefree vacation. Marketers hope that this will trigger a process of:
A) impression management.
B) social comparison.
C) role identification.
D) symbolic interactionism.
Q2) After a long and complex relationship ended,Beth wanted to signal to people that she was simplifying her life. She changed her hairstyle by:
A) colouring it.
B) shaving her head.
C) cutting it short.
D) adding extensions.
Q3) Andrew,a gay man who lives in New York,wears an earring in his left ear to show his preferred role in a relationship. This is an example of self-decorating serving the following purpose:
A) to place the person in a gender category
B) to enhance gender-role identification
C) to provide a sense of security
D) to indicate desired social conduct
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Page 7
Chapter 6: Personality, Lifestyles, and Values
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Sample Questions
Q1) Jennifer is a marketing manager for a clothing manufacturer. She wants to have two product lines: one targeted at price-sensitive consumers and one targeted at affluent consumers. To differentiate the two brands,she intends to create distinct brand personalities. Keith argues this is dangerous because a company cannot have two brands with different personalities. Keith is right.
A)True
B)False
Q2) Ten years ago,Darren quenched his thirst with a cola. Today he grabs a bottle of sparkling mineral water. This is an example of how his deep-seated values have changed over time.
A)True
B)False
Q3) Describe the concepts of brand personality and brand equity and how they are related.
Q4) You are a personal image designer. The goal of your job is to provide people with product recommendations for create a positive image. A man comes to you saying he wants a consumption constellation that reflects a more affluent lifestyle. What theory does your job rely on and what do you recommend?
Q5) Explain Jung's notion of the collective unconscious.
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Chapter 7: Attitudes
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Sample Questions
Q1) One of the aspects of the theory of reasoned action looks at the attitude toward buying,focusing on the perceived consequences of a purchase. It turns out that:
A) a positive attitude about a product always results in a positive result post-purchase.
B) knowing how someone feels about buying a product is more valid than merely knowing the person's evaluation of the product.
C) injunctive norms are always more effect than descriptive norms.
D) there is no definitive relationship between how someone feels about buying or using an product and its evaluation.
Q2) When the marketer communicates information about what people commonly do,a ________ is being communicated.
A) descriptive norm
B) affiliation goal
C) injunctive norm
D) implicit expectation
Q3) Describe what is meant by the "experiential hierarchy of effects."
Q4) Describe the functional theory of attitudes.
Q5) Describe the three elements most multi-attribute models specify.
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Page 9
Chapter 8: Attitude Change and Interactive Communications
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Sample Questions
Q1) Dan is assisting with the promotion for an herbal supplier who has a new product that the developer believes will help people lose weight. Dan is reluctant to promote the new product directly,but attempts to create a lot of buzz within the industry through secondary sources so it does not look like he's trying too hard. What is Dan trying to avoid?
A) the sleeper effect
B) the fact that if people really heard from the source and knew where his product came from, they would not be interested in it
C) the negative spin created under the uses and gratification theory
D) the corporate paradox
Q2) Comparative advertising runs the risk of lowering believability and stirring up ________ whereby the consumer may doubt the credibility of a biased presentation.
A) knowledge bias
B) refutational arguments
C) source derogation
D) source bias
Q3) Under what circumstances should marketers stress the sources characteristics of credibility and/or attractiveness?
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Chapter 9: Individual Decision Making
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Sample Questions
Q1) The elimination by aspects rule. Brands that don't meet specific attributes are eliminated.
Q2) Shawna believes she is a practical consumer. She is always on the lookout for better ways to obtain order in her life and make housework easier. New products that promise to help with these work tasks catch her eye. However,she sometimes makes mistakes by buying products that do not deliver on their promises to do the work required. Considering the above description,Shawna could be prone to which of the following types of perceived risk?
A) functional
B) physical
C) social
D) consumptive
Q3) The inert set of brand choices consists of all those alternatives the consumer has in memory plus those prominently displayed in the store.
A)True
B)False
Q4) Compare and contrast internal and external search.
Q5) Identify three perspectives on decision making and describe them.
Q6) Explain the relationship between the evoked set,the inept set,and the inert set.
Page 11
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Chapter 10: Buying and Disposing
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130 Flashcards
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Sample Questions
Q1) When Ford of Canada sends out follow-up letters to recent vehicle purchasers,they are most likely trying to:
A) speed up the purchase cycle.
B) increase the value added.
C) reinforce purchase decisions.
D) match competitors.
Q2) Anthony managed to purchase a rush ticket for a critical Montreal Canadiens hockey game. He arrives at his section (standing room only)and finds 100 people standing in a spot made for half that number. However,he is happy to be there live at the game. According to the text,this is most likely an example of:
A) crowding.
B) dissonance.
C) density.
D) reasonableness.
Q3) Competition for shoppers is getting rougher. Retailers now must offer something extra to lure shoppers,whether that something is excitement or just plain bargains. What are some of the store influences on consumers?
Q4) What is meant by the term "transumer?"
Q5) Explain the concept of relationship marketing.
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Chapter 11: Group Influence and Social Media
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Sample Questions
Q1) The strategy of getting customers to sell a product on behalf of the company that creates it is called:
A) permission marketing.
B) viral marketing.
C) stealth marketing.
D) relationship marketing.
Q2) We may not wish to be identified with a particular group,so we take great care not to dress nor act like members of that group. The group from which a consumer actively tries to distance himself is called a:
A) rejection reference group.
B) negative externality.
C) paradox reference group.
D) dissociative reference group.
Q3) In group decision-making contexts,the person who conducts the information search and controls the flow of information available to the group is called the influencer.
A)True
B)False
Q4) What is guerrilla marketing? Give an example.
Q5) Describe the phenomenon of deindividuation.
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Chapter 12: Income, Social Class, and Family Structure
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Sample Questions
Q1) What modern Canadian ceremony would come closest in intent to a Native American potlatch?
A) a baptism
B) a marriage
C) a university graduation
D) a rock concert
Q2) Trisha grew up in a drug-ridden inner-city neighbourhood. Through sheer determination and intelligence,Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished,but sometimes she feels like she isn't quite sure who she really is. The concept of ________ was developed to assess the impact of such inconsistencies.
A) status crystallization
B) hierogamy
C) a taste culture
D) inconsistent markers
Q3) Which statement reflects the average Canadian's standard of living?
A) It is relatively high by international standards but declining.
B) It is relatively low by international standards and continues to decline.
C) It is moderate by international standards and stable.
D) It is relatively high by international standards and continues to improve.
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Chapter 13: Subcultures
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Sample Questions
Q1) Mature consumers are not usually amused or persuaded by image-oriented advertising. A more successful strategy would involve:
A) depictions of mature consumers as contributing members of society.
B) negative ads with very little information on them.
C) emphasizing how little time is left so one needs to make the most of it.
D) investment opportunities for those who will be left behind.
Q2) List and briefly describe the four dominant themes that present in the teen subculture,according to research performed by Saatchi & Saatchi's advertising agency.
Q3) Since most Japanese citizens claim homogeneous cultural ties,ethnicity is almost synonymous with the dominant culture in Japan.
A)True
B)False
Q4) There are four themes of conflict that are common among teens: autonomy vs. belonging,rebellion vs. conformity,idealism vs. pragmatism,and nurture vs. individuality.
A)True
B)False
Q5) Explain the concepts of subculture and microculture and give an example of each.
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Page 15
Chapter 14: Cultural Influences on Consumer Behaviour
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Sample Questions
Q1) Ritual artifacts are:
A) the "props" of rituals; items used in performance of a ritual.
B) substitutes for ritual participation.
C) used in consumer rituals but not other kinds of rituals.
D) a set of instructions that tell how the ritual is to be conducted.
Q2) The concept of the nuclear family would fit into which aspect of culture?
A) ecology
B) social structure
C) hierarchy
D) ideology
Q3) Using two types of binary oppositions,use beauty products to illustrate how marketers might appeal to each opposition.
Q4) In order to examine the degree to which consumers of two or more cultures are different or similar in terms of psychological,social,and cultural factors,a ________ should be conducted.
A) cross-cultural analysis
B) time-series research design
C) longitudinal study
D) market analysis
Q5) How do cultures that differ on the dimension of masculinity/femininity differ?
Page 16
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Chapter 15: The Creation and Diffusion of Culture
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Sample Questions
Q1) Harlequin Romance novels follow a cultural formula.
A)True
B)False
Q2) Which of the following statements describes an early adopter?
A) more likely to read specialty magazines
B) prefer to read creative light content
C) high risk taker
D) important to be the first to own a new product
Q3) What is cultural selection?
Q4) Author Harold Robbins was famous in the 1970s for his sexy adventure stories about "jet-setters." Many of the trends that he described eventually became more popular because of his vivid descriptions. Fashion houses began to send Mr. Robbins descriptions of their latest fashions before they were even put into production with the hope that he would incorporate the designs into his books. Considering information presented in the text and in this example,Mr. Robbins would be considered to be a:
A) publicist.
B) critic.
C) sensual icon.
D) cultural gatekeeper.
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