EC课本题库-2008版ec08_tif_ch3.doc

Chapter 3Retailing in Electronic Commerce: Products and Services19Chapter 3Retailing in Electronic Commerce: Products and ServicesTrue-False Questions1.The amount and percentage of goods and services sold on the Internet is increasing rapidly, despite the failure of many dot-com companies.Answer: TrueDifficulty:EasyPage Reference: 93 AACSB: Use of information technology2.A retailer is a sales intermediary, a seller that operates between manufacturers and customers.Answer: TrueDifficulty:EasyPage Reference: 93AACSB: Use of information technology3.Consumer electronics, including cell phone sales, are the largest category of online retail. Answer: FalseDifficulty:EasyPage Reference: 95 AACSB: 4.Jewelry sales over the Internet is just beginning, but could be one of the top sellers on the Internet in the near future.Answer: FalseDifficulty:MediumPage Reference: 96 AACSB: 5.Offline transactions are somewhat influenced by research conducted online, with approximately one-third of online shoppers reporting that they used the Internet to research and influence their offline shopping choices. Answer: FalseDifficulty:MediumPage Reference: 97 AACSB:6.Evidence indicates that the basic principles that apply to retail success do not apply to e-tail success.Answer: FalseDifficulty:EasyPage Reference: 98 AACSB: Use of information technology7.Offering quality merchandise at good prices, coupled with excellent service, and cross-channel coordination and integration in which customers can almost seamlessly operate between the online and physical environments of a business are also important elements in successful e-tailing.Answer: TrueDifficulty:EasyPage Reference: 98 AACSB: Reflective thinking8.Goods with the following characteristicguarantee provided by highly reliable or well-known vendorsare expected to facilitate higher sales volumes.Answer: TrueDifficulty:MediumPage Reference: 98 AACSB: 9.A business model is an analysis of the organizations customers and, from that, a discussion of how that organization will achieve profitability and sustainability by delivering goods and services to those customers.Answer: TrueDifficulty:MediumPage Reference: 99 AACSB: Use of information technology10.Direct marketing describes marketing that takes place offline between manufacturers and retailers.Answer: FalseDifficulty:EasyPage Reference: 100 AACSB: 11.Virtual or pure-play e-tailers are firms that sell directly to consumers over the Internet without maintaining a physical sales channel.Answer: TrueDifficulty:EasyPage Reference: 100 AACSB: Use of information technology12.Specialized businesses operate in a very narrow market and would find it difficult to survive in the physical world because they would not have enough customers or could not hold the variety of stock.Answer: TrueDifficulty:MediumPage Reference: 101 AACSB: 13.All click-and-mortar retailers started life as a traditional storefront with a physical retail presence only and over time adopted an online transactional capability as well (brick only to brick-and-click).Answer: FalseDifficulty:MediumPage Reference: 102 AACSB: Use of information technology14.In todays digital economy, click-and-mortar retailers sell via stores, through voice phone calls to human operators, over the Internet through interactive Web sites, and by mobile devices.Answer: TrueDifficulty:MediumPage Reference: 102 AACSB: Use of information technology15.Although there are practical advantages to being an e-tailer, such as lower overhead costs, it has many drawbacks and barriers so the winners in many market segments will be companies that use the click-and-mortar approach.Answer: TrueDifficulty:MediumPage Reference: 103 AACSB: Use of information technology16.Online travel services have high margins because of their multiple revenue models including commissions, revenue from advertising, lead-generation payments, consultancy fees, subscription or membership fees, and revenue-sharing fees. Answer: FalseDifficulty:MediumPage Reference: 106 AACSB: Use of information technology17.The job market is characterized by high volatility and unbalanced supply and demand.Answer:Difficulty:MediumPage Reference: 110 AACSB: Use of information technology18.In general, online real estate is replacing existing real estate agents in most markets. Answer: FalseDifficulty:MediumPage Reference: 116 AACSB: Use of information technology19.Many insurers are using a dual distribution strategy, by adding online distribution of standard products to their traditional agency distribution system. Answer: TrueDifficulty:MediumPage Reference: 117 AACSB: Use of information technology20.From a banks perspective, online banking offers a cheap alternative to branch banking as well as a chance to enlist customers in remote areas. Answer: TrueDifficulty:MediumPage Reference: 120 AACSB: Use of information technology21.E realized a substantial reduction in operating costs and inventory costs by eliminating its brick-and-mortar stores and becoming a pure-play in e-commerce. Answer: TrueDifficulty:MediumPage Reference: 131 AACSB: Use of information technology22.In implementing a successful click-and-mortar strategy, a company must make sure that whether a customer establishes contact through face-to-face encounters with store personnel or through the Web page, the information and service received is consistent.Answer: TrueDifficulty:MediumPage Reference: 139 AACSB: Use of information technology23.Investors in e-tailers which report small losses on each unit sold should not be concerned because the huge volume of business available online should more than offset these small marginal losses. Answer: FalseDifficulty:MediumPage Reference: 137 AACSB: Reflective thinking24.Cybermediation occurs at Web sites that use intelligent agents to facilitate intermediation. Answer: TrueDifficulty:MediumPage Reference: 142 AACSB: 25.Channel conflict occurs when adding an online distribution channel causes problems with existing distribution channels. Answer: TrueDifficulty:MediumPage Reference: 142 AACSB: Reflective thinkingMultiple Choice Questions 26.A experienced all of the following EXCEPT:a.A maintained its position as the number one e-tailer in 2006.b.A have trended upward, driven largely by product diversification and its international presence.c.The companys financial success has been assured.d.Despite increasing a sales and net profits, in percentage terms, Amazon has seen a drop in profitability in 2006, attributed to huge spending on further developing its technology infrastructure and its investment in the Amazon Prime discount shipping program.Answer: CDifficulty:MediumPage Reference: 92 AACSB:27.According to data from eMarketer, approximately _ shop online and/or research offline-sales online.a.two in five Internet users age 18 and over.b.three in four Internet users age 14 and over c.three in four Internet users age 25 and over d.two in five Internet users age 30 and overAnswer: BDifficulty:MediumPage Reference: 93 AACSB:28.All of the following categories have already been selling well online EXCEPT:a.new puter hardware and softwared.pet suppliesAnswer: ADifficulty:EasyPage Reference: 96 AACSB: Reflective thinking29.Important trends in B2C EC include all of the following EXCEPT:a.many offline transactions are now heavily influenced by research conducted online.b.the Internet will influence approximately 25 percent of all retail sales by 2010.c.the use of cell phones to shop online is increasing rapidly.d.online advertising will increasingly use rich media.Answer: BDifficulty:MediumPage Reference: 97 AACSB:30.With all else being equal in the online environment, goods with any of the following product characteristics are expected to facilitate greater online sales EXCEPT:a.High brand recognition.b.Digitized format.c.Relatively expensive items.d.Frequently purchased items.Answer: CDifficulty:MediumPage Reference: 98AACSB:31.Marketing that takes place without the help of intermediaries is called: a.direct marketing.b.disintermediationc.pure-play e-tailingd.e-malls.Answer: ADifficulty:MediumPage Reference: 100 AACSB:32.Dells strategy is best described as:a.a brick-and-mortar strategy.b.a shared service mall strategy.c.a click-and-mortar strategy.d.direct marketing from a manufacturer.Answer: DDifficulty:MediumPage Reference: 100 AACSB:33.Sears marketing strategy would best be described as:a.a brick-and-mortar strategy.b.a shared service mall strategy.c.a click-and-mortar strategy.d.direct marketing from a manufacturer.Answer: CDifficulty:MediumPage Reference: 100 AACSB:34.In direct marketing:a.shipments are made directly from the seller to the customer.b.electronic distributors must be used.c.customers are contacted directly without the help of intermediaries.d.sales are made in malls only.Answer: CDifficulty:MediumPage Reference: 100 AACSB:35.An online seller of travel services that generates revenue by charging fees for its services is an example of a(n):a.market maker.b.transaction broker.c.content disseminator.d.viral marketer.Answer: BDifficulty:MediumPage Reference: 104 AACSB:36.A marketer that uses e-mail to advertise to potential customers is called a:a.market maker.b.transaction broker.c.content disseminator.d.viral marketer.Answer: DDifficulty:MediumPage Reference: 104 AACSB:37.A company that creates and manages many-to-many markets is called a:a.market maker.b.transaction broker.c.content disseminator.d.viral marketer.Answer: ADifficulty:MediumPage Reference: 104 AACSB:38.In an e-market, Federal Express is an example of a(n):ermediary.b.service provider.c.content disseminator.d.viral marketer.Answer: BDifficulty:MediumPage Reference: 104 AACSB:39.All of the following are potential sources of revenue for online independent travel agents EXCEPT: a.direct marketing revenues.b.transaction fees.c.subscription fees.d.advertising fees.Answer: ADifficulty:MediumPage Reference: 108 AACSB:40.Which of the following is true of virtual banks?a.Virtual banks have no physical location.b.Virtual banks combine online and traditional branch banking services.c.Stringent regulations have eliminated fraud risk in virtual banks.d.Virtual banks have proven very successful and profitable.Answer: ADifficulty:MediumPage Reference: 120 AACSB:41._ are customers who are willing to shop online because they dislike going to grocery stores.a.Leading edgersb.Time-starved customersc.New technologistsd.Shopping avoidersAnswer: DDifficulty:MediumPage Reference: 126 AACSB:42._ are extremely busy customers willing to shop online in order to free up time.a.Leading edgersb.Time-starved customersc.New technologistsd.Shopping avoidersAnswer: BDifficulty:MediumPage Reference: 126 AACSB:43._ are those who are young and comfortable with technology.a.Leading edgersb.Time-starved customersc.New technologistsd.Shopping avoidersAnswer: CDifficulty:EasyPage Reference: 126 AACSB:44.All of the following are examples of interactive entertainment EXCEPT: a.Internet gaming.b.purchasing theatre tickets online.c.adult sitesd.fantasy sports games.Answer: BDifficulty:MediumPage Reference: 130 AACSB:45._ are gateways to storefronts and e-malls.a.Shopping portalsb.Shopbotsc.Shopping browsersd.Intelligent search enginesAnswer: ADifficulty:MediumPage Reference: 132 AACSB:46.Software tools that scout the Web for stores that sell similar items at low prices are called:a.Shopping portals.b.Shopbots.c.Shopping browsers.d.Intelligent search engines.Answer: BDifficulty:MediumPage Reference: 132 AACSB:47._ are sites that evaluate and verify the trustworthiness of e-tailersa.Shopping portalsb.Shopbot sitesc.Trust verification sitesd.Business rating sites.Answer: CDifficulty:MediumPage Reference: 133 AACSB:48.The TRUSTe seal is an example of:a.a business rating.b.an intermediary.c.a B2B exchange.d.a trustmark.Answer: DDifficulty:EasyPage Reference: 133 AACSB:49.Charles wants to buy a John Lennon lithograph over the Internet, but he is unwilling to pay for it until he inspects it to ascertain authenticity. The auction site through which he purchases the painting agrees to hold his money until he tells them to release it to the seller. This is an example of: a.an escrow service.b.a trustmark.c.a warranty.d.a verification.Answer: ADifficulty:MediumPage Reference: 133 AACSB:50.A software agent that surveys users reading interests, then uses machine learning to find new Web pages and news articles using neural-network-based collaborative filtering technology is called:a.an aggregator portal. b.a real-time agent.c.the sponsorship model.d.a learning agent.Answer: DDifficulty:MediumPage Reference: 135 AACSB:51.A traditional brick-and-mortar store with a mature Web site uses a click-and-mortar strategy to do all of the following EXCEPT:a.reduce refunds and exchanges.b.empower customers.c.leverage each channels advantages for all customers.d.speak with one voice.Answer: ADifficulty:MediumPage Reference: 139 AACSB:52.The original click-and-mortar strategy used by Toys R Us failed, as did the original toy venture of A. Afterwards, Toys R Us sold toys online through A. This is an example of: a.disintermediation.b.an alliance of a pure-player with a traditional retailer.c.channel conflict.d.reintermediation.Answer: BDifficulty:MediumPage Reference: 138 AACSB:53.DeFreshFish has been in business for ten years selling custom fishing lures to local fishermen through its store in a shopping mall. The companys owners are considering opening a Web site and selling their products internationally. One new risk they will face in going from a brick-and-mortar strategy to a click-and-mortar strategy is: a.the risk associated with trying to comply with conflicting rules and regulations in many different locales.b.the risk that their products will not meet the needs of their target market. c.the risk that costs will erode their profit margin.d.the risks associated with shifting their cost structure from mostly fixed costs to mostly variable costs.Answer: ADifficulty:MediumPage Reference: 138 AACSB:54.The single factor that will determine which intermediaries continue to exist and which are replaced is:a.the ability of the intermediary to match up buyers and sellersb.the profitability of the intermediaryc.the addition of value-added services by the intermediaryd.the length of the relationship between the intermediary and its customersAnswer: CDifficulty:MediumPage Reference: 141 AACSB: Reflective thinking55.An e-tailer uses cookies to identify returning customers and to provide suggested products for purchase based on prior shopping behavior. This is an example of:a.personalization.b.channel cooperation.c.on-demand delivery.d.advertising supported model.Answer: ADifficulty:MediumPage Reference: 143AACSB: Fill In the Blanks56.Retailing conducted over the Internet is called electronic retailing.Difficulty:EasyPage Reference: 93 AACSB: 57.E-tailers are firms that conduct retail business online. Difficulty:EasyPage Reference: 93 AACSB: 58.Pure-play e-tailers, such as A, are firms that sell directly to consumers over the Internet without maintaining a physical sales channel. Difficulty:MediumPage Reference: 100 AACSB: 59.Broadly, direct marketing refers to marketing that takes place without intermediaries between manufacturers and buyers; or marketing done online between any seller and buyer.Difficulty:EasyPage Reference: 100 AACSB: 60.A click-and-mortar retailer is a combination of both the brick-and-mortar retailer and an online transactional Web site.Difficulty:MediumPage Reference: 102 AACSB: 61.Brick-and-mortar retailers are retailers who conduct business in the physical world, in traditional stores.Difficulty:EasyPage Reference: AACSB: 62.A firm that operates both physical stores and an online e-tail site is said to be a click-and-mortar business selling in a multichannel business model. Difficulty:MediumPage Reference: 102 AACSB: 63.Travel bots are meta-search engines that search a range of related sites or search engines, seeking the best product or service for a particular consume.Difficulty:MediumPage Reference: 109 AACSB: 64.Software (or intel