MKT 360 FINAL EXAM STUDY GUIDE
When Jeff Bezos started Amazon, he carefully chose a business whose unique characteristic gave him an
advantage selling on the internet. What was the characteristic?
a. There are many more items in the book category than there are in any other
b. The very high markup on book allowed him to sell at a deep discount
c. The very high markup on books allowed him to sell at a deep discount.
d. Books can be warehoused much cheaper than any other consumer good. - answer-A
Which of the following was NOT part of Amazon's original shopping cart software?
a. Notice of stock availability
b. Checkout process using secure link
c. Same-day delivery
d. Email confirmation of order. - answer-C
In the Jeff Bezos interview he stated:
a. Bricks and mortar retail stores are obsolete in the Internet age.
b. Not having to charge sales tx gave Amazon an unbeatable competitive edge
c. If operating your business on the internet doesn't add value, you shouldn't do it
d. Establishing Amazon as the #1 Internet retailer was his main goal - answer-C
The part of the shopping cart software that allows a merchant to change product prices is the:
a. Storefront
b. Administrative area
c. Product pages
d. Customer Service area - answer-B
The reaction of Barnes and Nobles to Amazon's threat was to:
a. Increase the size of their retail stores and the number of books carried
b. Add more retail outlets in smaller markets
c. Create their own Internet retail site
d. Close all but a few of their largest stores. - answer-C
Organizations who market through both physical stores and websites have been successful because:
a. It leverages logistics, supply chains and supplier networks of existing stores.
b. Physical stores that have an online presence do not have to collect sales tax.
c. Customers enjoy the flexibility to buy online and pick up in store, or vice versa.
d. Both A and B
e. Both A and C - answer-E
Which of the following is TRUE about the largest online retailers today?
a. Walmart is still the largest Internet retailer
b. The top 10 Internet retailers are all declining in sales
c. The number one Internet retailer outsells the next nine retailers combined
d. None of the top 10 Internet retailers have physical stores - answer-C
Which of the following was NOT part of the Internet sales tax issue?
, a. State governments were losing tax revenue on sales by out-of-state companies
b. States could not collect sales tax from companies who did not have a physical presence in their state.
c. Local businesses refused to collect sales tax as long as their Internet competitor didn't
d. Local businesses were hurt by losing business to out-of-state companies. - answer-C
The best statement about Internet retailing is:
a. Growth has been stagnant for the last five years except in the book category.
b. The biggest Internet retailers grew the fastest
c. Existing brick and mortar retailers who have websites grew much faster than Internet-only retaielrs
d. Internet retailing has peaked and has begun to decline in most markets. - answer-B
In customer reviews, "Astrosurfing" is:
a. Requesting your customers to review your product after they have purchased it.
b. Fake reviews are written by competitors or business owners
c. Rewarding reviewers with money or free goods for giving your product review
d. Deleting negative reviews of your product to increase overall ratings - answer-B
Omnichannel marketing includes:
a. Allowing consumers to seamlessly shop in physical stores from their web devices or shop on the web
from a physical store.
b. Running an advertising campaign on the web at the same time as on radio, television, magazines and
newspapers
c. Selling a product in several different types of stores, such as big box retailers convenience stores and
grocery stores.
d. Running ads on the Internet that follow a viewer from website to website based on cookies. - answer-
A
Which of the following was NOT one of the obstacles early online retailing had to overcome?
a. Consumers questioned if the online retailer they were dealing with was even legitimate
b. Government taxes made online shopping prohibitively expensive
c. Some early shopping interfaces were not very user friendly or were buggy
d. Shoppers couldn't physically inspect a product or its packaging - answer-B
What is the best response if your company has a bad online review?
a. Make a timely and specific response, remembering that feedback can be helpful.
b. Let the criticism pass without comment; most customers will not notice
c. Take forceful action to rebut the reviewers comments
d. Get information from the reviewer;s Facebook profile and use it to attack and discredit them.
e. Send the reviewer a bill for a steep fine or threaten legal action if they don't withdraw their
complaint. - answer-A
According to the Bloomberg article, 'to be amazoned" means:
a. To have your business crushed because the company got into your industry
b. To become a consumer who buys everything - music, food and groceries - only through Amazon
c. To have your business take off in double-digit growth year after year
d. To have your business bought up and added to the Amazon empire - answer-A
Which of the following is TRUE about the Cost per Impression model of Internet advertising?
When Jeff Bezos started Amazon, he carefully chose a business whose unique characteristic gave him an
advantage selling on the internet. What was the characteristic?
a. There are many more items in the book category than there are in any other
b. The very high markup on book allowed him to sell at a deep discount
c. The very high markup on books allowed him to sell at a deep discount.
d. Books can be warehoused much cheaper than any other consumer good. - answer-A
Which of the following was NOT part of Amazon's original shopping cart software?
a. Notice of stock availability
b. Checkout process using secure link
c. Same-day delivery
d. Email confirmation of order. - answer-C
In the Jeff Bezos interview he stated:
a. Bricks and mortar retail stores are obsolete in the Internet age.
b. Not having to charge sales tx gave Amazon an unbeatable competitive edge
c. If operating your business on the internet doesn't add value, you shouldn't do it
d. Establishing Amazon as the #1 Internet retailer was his main goal - answer-C
The part of the shopping cart software that allows a merchant to change product prices is the:
a. Storefront
b. Administrative area
c. Product pages
d. Customer Service area - answer-B
The reaction of Barnes and Nobles to Amazon's threat was to:
a. Increase the size of their retail stores and the number of books carried
b. Add more retail outlets in smaller markets
c. Create their own Internet retail site
d. Close all but a few of their largest stores. - answer-C
Organizations who market through both physical stores and websites have been successful because:
a. It leverages logistics, supply chains and supplier networks of existing stores.
b. Physical stores that have an online presence do not have to collect sales tax.
c. Customers enjoy the flexibility to buy online and pick up in store, or vice versa.
d. Both A and B
e. Both A and C - answer-E
Which of the following is TRUE about the largest online retailers today?
a. Walmart is still the largest Internet retailer
b. The top 10 Internet retailers are all declining in sales
c. The number one Internet retailer outsells the next nine retailers combined
d. None of the top 10 Internet retailers have physical stores - answer-C
Which of the following was NOT part of the Internet sales tax issue?
, a. State governments were losing tax revenue on sales by out-of-state companies
b. States could not collect sales tax from companies who did not have a physical presence in their state.
c. Local businesses refused to collect sales tax as long as their Internet competitor didn't
d. Local businesses were hurt by losing business to out-of-state companies. - answer-C
The best statement about Internet retailing is:
a. Growth has been stagnant for the last five years except in the book category.
b. The biggest Internet retailers grew the fastest
c. Existing brick and mortar retailers who have websites grew much faster than Internet-only retaielrs
d. Internet retailing has peaked and has begun to decline in most markets. - answer-B
In customer reviews, "Astrosurfing" is:
a. Requesting your customers to review your product after they have purchased it.
b. Fake reviews are written by competitors or business owners
c. Rewarding reviewers with money or free goods for giving your product review
d. Deleting negative reviews of your product to increase overall ratings - answer-B
Omnichannel marketing includes:
a. Allowing consumers to seamlessly shop in physical stores from their web devices or shop on the web
from a physical store.
b. Running an advertising campaign on the web at the same time as on radio, television, magazines and
newspapers
c. Selling a product in several different types of stores, such as big box retailers convenience stores and
grocery stores.
d. Running ads on the Internet that follow a viewer from website to website based on cookies. - answer-
A
Which of the following was NOT one of the obstacles early online retailing had to overcome?
a. Consumers questioned if the online retailer they were dealing with was even legitimate
b. Government taxes made online shopping prohibitively expensive
c. Some early shopping interfaces were not very user friendly or were buggy
d. Shoppers couldn't physically inspect a product or its packaging - answer-B
What is the best response if your company has a bad online review?
a. Make a timely and specific response, remembering that feedback can be helpful.
b. Let the criticism pass without comment; most customers will not notice
c. Take forceful action to rebut the reviewers comments
d. Get information from the reviewer;s Facebook profile and use it to attack and discredit them.
e. Send the reviewer a bill for a steep fine or threaten legal action if they don't withdraw their
complaint. - answer-A
According to the Bloomberg article, 'to be amazoned" means:
a. To have your business crushed because the company got into your industry
b. To become a consumer who buys everything - music, food and groceries - only through Amazon
c. To have your business take off in double-digit growth year after year
d. To have your business bought up and added to the Amazon empire - answer-A
Which of the following is TRUE about the Cost per Impression model of Internet advertising?
