Professional Documents
Culture Documents
MULTIPLE CHOICE
1. According to the text, the Internet has had ________ impact on the design and management of
marketing channels.
a. little
b. a major
c. no
d. an overwhelming
e. some
ANS: B (p. 419)
2. Some observers predict that the Internet will so radically transform marketing channel
structure and strategy that the __________ of the future will be profoundly different from
what we see today.
a. bandwidth
b. interstate highway system
c. distribution landscape
d. cyberspace salespeople
e. franchise system
ANS: C (p. 419)
3. Which of the following terms cannot be considered as synonymous with electronic
marketing channels as stated in the text?
a. Computer marketing
b. Facebook commerce
c. Social commerce
d. Electronic commerce
e. Internet commerce
ANS: A (p. 419)
4. Which of the following must be present to define electronic commerce as portrayed in the
textbook?
a. Purchases can be made via interactive electronic means
b. The consumer must use a personal computer
c. The consumer must also make use of the telephone
d. Orders can only be placed by using e-mail
e. Payments must be made using smart cards
ANS: A (p. 420)
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5. If sellers list their products on the Internet and if customers who locate these products at the
firms Web site still have to use the telephone to order them:
a. This is still considered to be an electronic marketing channel.
b. It removes two steps from the electronic marketing channel.
c. Then all the conditions for the definition of electronic marketing have not been
met.
d. Customers are considered electronically illiterate.
e. Customers are being efficient in their ordering.
ANS: C (p. 420)
6. The reduction in the number of middlemen in marketing channels resulting from the use of
Internet-based marketing channels is referred to as:
a. Reintermediation.
b. Disproportion.
c. Disintermediation.
d. Rationalized distribution.
e. Vertical disintegration.
ANS: C (p. 421)
7. The addition of new middlemen in marketing channels resulting from the use of Internetbased marketing channels is referred to as:
a. Disintermediation.
b. Vertical integration.
c. Rationalized distribution.
d. Reintermediation.
e. Vertical channel structure.
ANS: D (p. 421)
8. The discussion of Amazon.com in the text presents an example of:
a. Disintermediation.
b. Reintermediation.
c. Vertical integration.
d. Distribution intensity.
e. Virtual integration.
ANS: B (p. 421)
9. Autobytel, Inc., is really a:
a. Broker.
b. Conventional retailer.
c. Auto dealer.
d. Software company.
e. Wholesale auto distributor.
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Marketing Channels 8e
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Marketing Channels 8e
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24. Which of the following was not cited in the text as an advantage of electronic marketing
channels?
a. Global scope and reach
b. Higher customer retention rate
c. Convenience/rapid transaction processing
d. Lower sales and distribution costs
e. Information processing efficiency and flexibility
ANS: B (p. 431)
25. The most important reason that consumers offer for shopping on the Internet is:
a. Lower price.
b. Convenience.
c. More choices.
d. Peer pressure.
e. No bothersome salesclerks.
ANS: B (p. 432)
26. The electronic marketing channels provide the channel manager an opportunity for:
a. Increasing costs.
b. Increasing customer contact.
c. Improving evaluation procedures.
d. Great efficiency and flexibility.
e. Streamlining communications with channel members.
ANS: D (p. 432)
27. In order to help and encourage customers to purchase outfits on its Web site, Lands End has
created:
a. Online quantity discounts.
b. An extensive catalog of clothing items.
c. A free shipping return policy.
d. Interactive software.
e. My Virtual Model.
ANS: E (p. 433)
28. Which of the following was not cited in the text as a disadvantage of electronic marketing
channels?
a. Lack of contact with actual products
b. Clutter and confusion on the Internet
c. Nonpurchase motives for shopping not addressed
d. Logistics costs are at least double
e. Security concerns of customers
ANS: D (p. 435)
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Marketing Channels 8e
29. Which of the following products cannot be delivered electronically via the Internet?
a. Music
b. Printed material
c. Airline tickets
d. Wine
e. Financial investments
ANS: D
30. In a classic article of shopping behavior by Tauber, the author found that:
a. People shop only to make purchases.
b. People generally hate to shop.
c. Shopping is a purely economic endeavor.
d. Most people love to shop.
e. There are many personal and social motives for shopping.
ANS: E (p. 436)
31. One of the concerns about the security of shopping on the Internet is:
a. Fast delivery of products.
b. Privacy of information.
c. Buying from unknown firms.
d. Downloading free software.
e. Violating copyright laws.
ANS: C
32. According to the text, the introduction of the Internet is likely to result in __________ channel
design decisions.
a. less complex
b. more complex
c. the elimination
d. far less need for
e. automatic
ANS: B (p. 439)
33. With regard to channel management, the availability of the Internet means that:
a. Channel management can move to automatic pilot.
b. Coordinating the marketing mix is not as crucial.
c. Decisions concerning channels will be less complicated.
d. Decisions concerning channels will be more complex.
e. Gaining information about channel members will be easier.
ANS: D (p. 439)
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34. With the advent of online shopping, developing __________ marketing strategy has become
crucial.
a. a Web based
b. a multi-channel
c. a bricks and mortar
d. a computer based promotional
e. a one-stop shopping
ANS: B (p. 439)
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