1. Procter & Gamble (P&G) used the Internet in the new product development of Whitestrips, a teeth-brightening product. Based on this experience, P&G:

a) learned that the cost of online surveys was about the same as similarly sized telephone surveys, but online surveys expedited research considerably.

b) reduced the time-to-market from concept to market launch by approximately two years.

c) decided to add Internet research to its traditional marketing test model.

d) could not determine the target market segments for the Whitestrips.

2. How many Apple Application Store downloads were made by users in the five months spanning July 2008 to December 2008?

a) 5 million

b) 25 million

c) 1 million
d) 100 million

3. Sears' marketing strategy would best be described as ________.

a) direct marketing from a manufacturer

b) a brick-and-mortar strategy

c) a click-and-mortar strategy

d) a shared service mall strategy

4. Both online banks and click-and-mortar banks carry some risks and problems, especially in international banking, including hackers and liquidity risk.

a) True

b) False

5. All of the following describe retailing except:

a) A retailer is a sales intermediary.

b) E-tailing makes it easier for a manufacturer to sell directly to customers by cutting out the intermediary.

c) Many manufacturers sell directly to consumers and through wholesalers and retailers.

d) Companies that produce a large number of products, such as Procter & Gamble, do not need retailers for efficient distribution.

6. 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) a warranty

b) a verification

c) a trustmark

d) an escrow service

7. Characteristics of JobCentral.com include all of the following except:

a) It provides people at all education levels with timely information about careers and employment opportunities nationwide.

b) It makes it easy for job searchers to explore available openings.

c) It is a career portal created by a number of leading companies to reduce recruitment costs.

d) It is used primarily to catalog business and accounting job postings.

8. To avoid getting inaccurate information from participants of online surveys, marketers learn about customers by observing their behavior using each of the following except:

a) transaction logs that record user activities at a company's Web site

b) data mining to analyze clickstream data

c) spyware that gathers user information through an Internet connection without the user's knowledged

d) cookies that allow a Web site to store data on the user's PC

9. Which of the following is not a specific method for collecting online data?

a) phone surveys to learn if there are too many products for the customer to look through

b) tracking customers' movements on the Web

c) moderated focus groups conducted in chat rooms

d) e-mail communication with individual customers

10. Web site content is especially important to increase stickiness because:

a) of Internet-accessible mobile devices.

b) competitors are always attempting to steal away customers.

c) Web sites are expensive to maintain.

d) customers are expensive to acquire.