The top three items purchased online from June of 1997 to June of 1998 were
a. travel, computers and music.
b. music, books, investments.
c. books, software and computers.
d. software, books and music.
e. travel, investments, consumer electronics.
Question 2CDs, videos, books, and software sell well online because
a. there is very little risk associated with buying such well-known items.
b. there are few physical retail stores that sell these items.
c. usually sellers of these items do not charge for delivery.
d. federal and state laws protect online customers of these products.
e. they are at least 50 cheaper online than in physical stores.
Question 3The essence of buyer benefits for a particular product or service can be communicated by creating a memorable
a. infomercial.
b. positioning line that can be delivered in an advertisement.
c. full page newspaper ad.
d. consumer report to be mailed to potential buyers.
e. public relations event.
Question 4During market segmentation, the investigation of prospect clusters according to lifestyle and self-concept is referred to as
a. demographics.
b. partitioning.
c. target positioning.
d. psychographics.
e. unpopular.
Question 5Qualities considered to be desirable by an offline market segment, such as accurate prices and quick customer responses, should be equally valued by online market segments.
a. True
b. False
Question 6Given a unique product or service and a small, focused target market, a strategy designed to set a product or service apart from competitors is known as
a. niche strategy.
b. mass marketing approach.
c. undifferentiated.
d. open-ended.
e. unfocused.
Question 7TV commercials, newspaper and magazine ads, the tools which carry and deliver the image of a marketed product or service, are known as its
a. positioners.
b. branding.
c. identity.
d. product luster.
e. media tool kit.
Question 8In segmenting a population a marketer can analyze which of the following factor supplied by a census tract
a. Number in a house
b. Age profiles
c. Income clusters
d. Psychographics
e. All of the above
Question 9A new service is more difficult to establish, either online or otherwise because most services must be consumed before any judgment of satisfaction can be made
a. True
b. False
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