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Question 1

Which of the following is not an element of de Kare Silver's electronic shopping test?

a) Familiarity and confidence

b) Suitability for digitalization

c) Product characteristics

d) Consumer attributes

Question 2

The 'hard to find' product is better known in marketing terms as a/an ______ product?

a) Expensive

b) Differentiated

c) Niche

d) Unusual

Question 3

Which of the following is not one of the categories in which digital products is part of?

a) Products that can be presented in digital format

b) The product is information which can be presented in electronic format

c) Products that are digital by composition

d) Products that can be sent via the Internet

Question 4

Which of the following describes 'aggregation of products'?

a) The weighing of goods before selling them

b) Bringing a wide range of products into one place for the benefit of buyers

c) Selling goods at an aggregate price

d) Stocking only one type of product

Question 5

Which level of Kotler's hierarchy of customer value is most relevant to the web?

a) The augmented product

b) The actual product

c) The core benefit

d) None of these is relevant

Question 6

Which of the following businesses is unlikely to benefit from using the web in a mass-customization strategy?

a) An intermediary that takes component parts of a product from various suppliers and offers the buyer a choice of multiple combinations

b) A manufacturer that has no bricks and mortar distribution channel

c) A manufacturer that has multiple distribution channels

d) None of these can benefit

Question 7

Which of the following statements is correct?

a) The aspects of online branding are the same as those offline

b) There are two key aspects of online branding: the online brand and the pure online brand

c) There are three key aspects of online branding: the brand online, the online brand and the pure online brand

d) None of these statements is correct

Question 8

Why did a number of traditional banks adopt different brand names for their online ventures?

a) They wanted to change their image

b) It made advertising more distinctive

c) They were more likely to appeal to the early adopters of the Internet

d) They were funny

Question 9

Choosing a domain name is an important consideration for any business, but particularly so for the pure online entity, why is this so?

a) Choice of the domain name is a harder decision

b) The domain name is the brand name, and visa-versa

c) Not so many good domain names are still available

d) The choice of suffix is more complex

Question 10

With regard to new product development (NPD), Bickerton et al argue that:

a) The Internet cannot be integrated into any elements of the traditional six-stage NPD model

b) The Internet can be integrated into all elements of the traditional six-stage NPD model

c) The Internet is only suitable be integrated into the 'concept testing' element of the traditional six-stage NPD model

d) The Internet is only suitable be integrated into the 'commercialization' element of the traditional six-stage NPD model

Oxford University Press, Online Resource Centre, Chapter 09.

Chapter 09

Instructions