Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation. Optima produces materials for all varieties of mediapaints, pencils, charcoals, clays, brushes, papers, canvasesas well as equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc Optima has set a goal of 9 percent from Internet sales by the end of next year. Visualizers tells Optima managers that the first step in fostering Internet sales is to publish extensive product data, specifications, prices, and nationwide retail outlets carrying its products. This most likely means that Optima should set up a
a. corporate home page.
b. virtual mall.
c. search engine.
d. portal.
Question 2An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)
A) regional shopping center.
B) neighborhood shopping center.
C) community shopping center.
D) lifestyle shopping center.
E) outlet shopping center.
Question 3After doing considerable shopping, Eric has just decided what brand and type of athletic shoes to buy and where he's going to buy them. In what stage of the consumer buying decision process is Eric?
A) Problem recognition
B) Information search
C) Evaluation of alternatives
D) Purchase
E) Postpurchase evaluation
Question 4Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation. Optima produces materials for all varieties of mediapaints, pencils, charcoals, clays, brushes, papers, canvasesas well as equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc Optima has set a goal of 9 percent from Internet sales by the end of next year. The marketers at Visualizers talk to Optima about banner ads that have created problems in the online marketplace. They point to a common problem when banner ads are placed on other firms' websites. What is it?
a. They are easily imitated by competitors.
b. They are ignored by Internet users.
c. They decrease Web page load times.
d. They cannot be measured or tracked.
Question 5Which of the following may include special attractions such as amusement parks or skating rinks?
A) Convenience shopping centers
B) Neighborhood shopping centers
C) Community shopping centers
D) Regional shopping centers
E) Superregional shopping centers
Question 6During the evaluation of alternatives stage of the consumer buying decision process, framing most likely influences the decision process of ____ buyers.
A) younger
B) older
C) wealthier
D) veteran
E) inexperienced
Question 7Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation. Optima produces materials for all varieties of mediapaints, pencils, charcoals, clays, brushes, papers, canvasesas well as equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc Optima has set a goal of 9 percent from Internet sales by the end of next year. Managers at Optima want to better understand the cost implications of advertising on the Internet. Visualizers' media researchers prepare a presentation using four traditional media placements to compare. While the banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines but higher than television, Visualizers points out the immeasurable advantage offered by the banner ad is its
a. capacity for blanketing the world of online consumers with the Optima brand.
b. ability to deliver highly desirable, segmentable, and motivated audiences.
c. quick-change options if the marketing team changes its mind about the creative.
d. ability to insert itself into interactive situations where consumers don't expect to see it.
Question 8Which of the following offers the widest product mixes and the deepest product lines?
A) Category killer
B) Outlet mall
C) Traditional business district
D) Community shopping center
E) Superregional shopping center
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