Oxford University Press | Online Resource Centre

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Question 1

Which of the following is the correct sequence in the consumer buying decision process?

a) Problem recognition, evaluation of alternatives, information search, purchase decision, post purchase evaluation

b) Problem recognition, information search, evaluation of alternatives, purchase decision, post purchase evaluation

c) Problem recognition, information search, purchase decision, evaluation of alternatives, post purchase evaluation

d) Information search, problem recognition, evaluation of alternatives, purchase decision, post purchase evaluation

Question 2

When considering why a customer might shop online, cost is not limited to the buying price. Which of the following is not an additional 'cost' that might influence a buyer to use the Internet as part of their buying process?

a) Time through not having to physically visit an outlet

b) Time through using online search engines to locate a product

c) Chance to buy better quality products

d) Total transaction cost

Question 3

Which of the following is not one of the reasons for empirical evidence preceding academic studies in the development of online marketing?

a) Broadband quickly replaced dial-up connections

b) The way that the Internet is used changed significantly in a short space of time

c) The demographics of Internet users changed

d) Internet technology developed quickly

Question 4

Which of the following could not be described as explicit online buyer behaviour that might be monitored?

a) Placing an order for a product

b) Registration details

c) Signing up for an e-newsletter

d) Previous purchases

Question 5

In buyer behaviour, topographical association refers to:

a) The identification of buyers geographical location on a map

b) The premise that all individual's implied behaviour will not be matched by others

c) The assessment of buyer behaviour by how current it is

d) The premise that one individual's implied behaviour will be matched by others

Question 6

Which of the following is not part of the B2B decision-making unit?

a) Those who meet sales representatives

b) Those who have the authority to make the purchase

c) Those who initiate the purchase procedure

d) Those who actually use the product

Question 7

Which of the following is not an e-metric that might be used to assess an objective of providing after-sales service?

a) The length of visit

b) The average order size

c) The amount of visits to a FAQ page

d) The amount of page downloads

Question 8

According to Kotler (2003) which of the following is not an example of when database marketing is unlikely to be worthwhile?

a) Where the cost of gathering information is too high

b) Where customers show little loyalty to a brand

c) All three are examples

d) Where the unit sale is very small

Question 9

Which of the following is not data about an individual's online habits that might be useful to the online marketer?

a) The time period in which they go online

b) How long they spend online in a single session

c) Their income

d) The location in which they access the web

Question 10

Which of the following is not information that might be included on a B2B database?

a) Hobbies of the customer

b) Profitability of customers

c) Volume of previous purchases

d) Buying practices and patterns

Oxford University Press, Online Resource Centre, Chapter 05.

Chapter 05

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